Local promotion: applying SEO to a specific area
Local promotion involves the use of SEO tools to attract a local audience. In this case, the focus is on local search, which requires specificity in the keywords. It is necessary to carefully select the right search queries to meet the needs of local customers.
The ideal tool for local advertising is Google Maps. The service shows users where cafes, restaurants, and shops are located. And there is a rating system for each establishment and a ranking is given. If a business owner wants to attract more customers, he should take advantage of Google Maps and add as much information about his business as possible. Thus, users searching for a cafe or a shop nearby will be able to see the menu in advance, learn about payment options, etc. Such details increase the ranking of the object in the results and help to increase the number of customers.
In local, as in standard SEO, the work begins with search queries, but in this case, we are talking about opportunities only for a specific location. It is necessary to select the keyword phrase that is most often used to search for goods or services in a particular location or region. The goal is to get the site ranked for these keywords, which will attract good local traffic.
The second step in promotion would be to post information about the business on local directories such as Google Maps, Facebook, TripAdvisor, and others. This allows users to see the business’s contacts, hours, addresses, and other helpful information when they search.
To avoid entering data into each directory separately, it is better to use special platforms that help automate the process. They collect statistics on all locations and show the company’s occupancy profile, reviews, and ratings for each directory. Basic information should include the company name, address, and contacts, as well as links to the website or social networks. Keywords in the description help the business show up in the results of a relevant search.
Another important feature of local SEO is working with reviews. They help users make a choice and increase trust in the business. Various incentive systems are considered a good option for customers to leave comments. For example, the customer can be offered discounts for leaving a review, bonuses, and other incentives. Another option is to send an email asking customers to rate the quality of the company’s service. For convenience, the letter can include a link to the service where they can leave a review.
When promoting locally, it is important to focus on content that will be useful to the local audience. At the same time, remember to work with conventional SEO, without which it is difficult to become known on the Internet today.
