{"id":11802,"date":"2024-12-05T23:49:00","date_gmt":"2024-12-05T23:49:00","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/"},"modified":"2024-12-05T23:49:00","modified_gmt":"2024-12-05T23:49:00","slug":"what-is-local-search-marketing-how-to-do-it-right","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/","title":{"rendered":"What Is Local Search Marketing &amp; How to Do It Right"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#What_Is_Local_Search_Marketing\" >What Is Local Search Marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Why_Is_Local_Search_Marketing_Important\" >Why Is Local Search Marketing Important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Local_Search_Marketing_Tips_to_Boost_Your_Businesss_Visibility\" >Local Search Marketing Tips to Boost Your Business\u2019s Visibility<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Claim_and_Optimize_Your_Google_Business_Profile\" >Claim and Optimize Your Google Business Profile<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Target_Local_Keywords_Relevant_to_Your_Business\" >Target Local Keywords Relevant to Your Business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Get_More_Google_Reviews_and_Engage_with_Them\" >Get More Google Reviews and Engage with Them<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Publish_High-Quality_Localized_Content\" >Publish High-Quality Localized Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Check_the_Accuracy_and_Consistency_of_Your_NAP_Citations\" >Check the Accuracy and Consistency of Your NAP Citations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Run_Location-Specific_Paid_Search_Ads\" >Run Location-Specific Paid Search Ads<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#1_Local_Search_Ads_Geographically_Targeted_Ads\" >1. Local Search Ads (Geographically Targeted Ads)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#2_Google_Local_Services_Ads\" >2. Google Local Services Ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Build_Backlinks_from_Relevant_Local_Business_Sites\" >Build Backlinks from Relevant Local Business Sites<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/12\/05\/what-is-local-search-marketing-how-to-do-it-right\/#Get_Started_with_Local_Search_Marketing\" >Get Started with Local Search Marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Local_Search_Marketing\"><\/span>What Is Local Search Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Local search marketing is the process of optimizing a local business\u2019 online presence. It uses paid and unpaid tactics, like search advertising and local SEO, to help the business appear more prominently in local searches.<\/p>\n<p>In other words, local search engine marketing aims to increase the chances of your business showing up in search results when customers look for specific products or services in a particular location.<\/p>\n<p>For example, the search results for \u201cpet shop near me\u201d include the following elements:<\/p>\n<ul>\n<li>A paid search ad marked as \u201cSponsored\u201d<\/li>\n<li>Organic results within the <a title=\"Google Local Pack: The Ultimate Guide for Better Local Rankings\" href=\"https:\/\/www.semrush.com\/blog\/google-local-pack\/\" target=\"_blank\" rel=\"noopener\">local pack<\/a><\/li>\n<li>Regular organic results under the local pack<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Pet shop near me\" alt=\"Google SERP \u2013 Pet shop near me\" data-aspect-ratio=\"1.5171428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/google-serp-pet-shop-near-me.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Local search marketing is especially important for location-based businesses. Like salons, restaurants, and coffee shops. But it\u2019s also vital for service-area businesses, like plumbers and electricians.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Is_Local_Search_Marketing_Important\"><\/span>Why Is Local Search Marketing Important?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Local search marketing helps businesses connect with nearby customers who are actively searching for their products or services.<\/p>\n<p>It drives foot traffic, builds brand trust through reviews, improves search rankings, and increases conversions by targeting high-intent local consumers. (Customers that are close to making a purchase.)<\/p>\n<p>For example, when you search for a nearby store or service on Google, a local pack shows up. Like on this results page for \u201cpet shop near me\u201d:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Pet shop near me \u2013 Local pack\" alt=\"Google SERP \u2013 Pet shop near me \u2013 Local pack\" data-aspect-ratio=\"1.0528571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/google-serp-pet-shop-near-me-local-pack.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The top-ranking organic listing is \u201cPet Supermarket.\u201d<\/p>\n<p>But how did it get there?<\/p>\n<p>Probably through local search marketing.<\/p>\n<p>First, the business has an optimized <a title=\"Google My Business: The Business Profile Playbook \ud83c\udfec\" href=\"https:\/\/backlinko.com\/google-business-profile-guide\" target=\"_blank\" rel=\"noopener\">Google Business Profile<\/a>. With tons of good reviews.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Pet Supermarket \u2013 GBP\" alt=\"Pet Supermarket \u2013 GBP\" data-aspect-ratio=\"1.4133333333333\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/pet-supermarket-gbp.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, it ranks for 528 keywords with local packs, according to Semrush\u2019s <a title=\"Organic Research: Keyword Rank Checker\" href=\"https:\/\/www.semrush.com\/analytics\/organic\" target=\"_blank\" rel=\"noopener\">Organic Research<\/a> tool.<\/p>\n<p>And it attracts nearly 33K organic traffic solely by ranking for keywords with local packs in search results.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Pet Super Market \u2013 Local pack\" alt=\"Organic Research \u2013 Pet Super Market \u2013 Local pack\" data-aspect-ratio=\"1.0014285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/organic-research-petsupermarket-local-pack.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Getting similar traffic through <a title=\"A Guide to Paid Search Ads: Definition + How to Set up Campaigns\" href=\"https:\/\/www.semrush.com\/blog\/paid-search-ads\/\" target=\"_blank\" rel=\"noopener\">paid search ads<\/a> can cost $24K a month.<\/p>\n<p>Lastly, they also use paid ads to appear even more prominently in search results.<\/p>\n<p>They rank for 43 paid keywords, spending around $6.9K per month, according to <a title=\"Advertising Research: Competitor PPC Analysis\" href=\"https:\/\/www.semrush.com\/analytics\/adwords\/\" target=\"_blank\" rel=\"noopener\">Advertising Research<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Advertising Research \u2013 Pet Super Market\" alt=\"Advertising Research \u2013 Pet Super Market\" data-aspect-ratio=\"0.70428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/advertising-research-petsupermarket.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can use local business search engine marketing to improve your own online visibility.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Local_Search_Marketing_Tips_to_Boost_Your_Businesss_Visibility\"><\/span>Local Search Marketing Tips to Boost Your Business\u2019s Visibility<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Follow these tips to effectively implement a local search marketing strategy and improve your site\u2019s local search visibility.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Claim_and_Optimize_Your_Google_Business_Profile\"><\/span>Claim and Optimize Your Google Business Profile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Business Profile (GBP, formerly Google My Business) is a free tool that lets you manage how your business appears across Google platforms like Search and Maps.<\/p>\n<p>It displays the following important details about your business:<\/p>\n<ul>\n<li>Name, address, and phone number (NAP)<\/li>\n<li>Operating hours<\/li>\n<li>Customer reviews<\/li>\n<li>Photos and updates<\/li>\n<\/ul>\n<p>Google uses GBP data (among other things) to rank your business in Search and Map results.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"google-serp-map-pack\" data-aspect-ratio=\"1.4671428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/05\/google-serp-map-pack.png\" loading=\"lazy\" alt=\"| Craig Hordlow\"><\/p><\/figure>\n<p>Your GBP also lets searchers learn more about your business. And easily contact or find your business directly within search results.<\/p>\n<p>This is why you need to claim and optimize your Business Profile.<\/p>\n<p>Here\u2019s how to do that:<\/p>\n<p>First, create a new profile or claim an existing one by signing up on the <a title=\"Get Listed on Google - Google Business Profile\" href=\"https:\/\/www.google.com\/business\/\" target=\"_blank\" rel=\"noopener\">GBP homepage<\/a>.<\/p>\n<p>Then, optimize your GBP by doing the following:<\/p>\n<ul>\n<li>Ensure all basic information (like name, address, phone number, website, and opening hours) is accurate<\/li>\n<li>Write a concise description of your business<\/li>\n<li>Upload posts to your GBP to share news, offers, or events related to your business<\/li>\n<li>Regularly upload photos and videos of your products or services<\/li>\n<li>Respond to customer reviews as they come in<\/li>\n<\/ul>\n<p>Easily manage and optimize your GBP with Semrush\u2019s <a title=\"GBP Optimization by Semrush Local | Supercharge your Google Business Profile\u2014and local rankings\" href=\"https:\/\/www.semrush.com\/gbp-optimization\/\" target=\"_blank\" rel=\"noopener\">GBP Optimization tool<\/a>.<\/p>\n<p>Enter your business\u2019s name or website and select the correct listing from the drop-down menu that appears.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 GBP Optimization\" alt=\"Semrush \u2013 GBP Optimization\" data-aspect-ratio=\"0.51857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/semrush-gbp-optimization.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The tool will scan your Google Business Profile and show you an overview with details like:<\/p>\n<ul>\n<li>Overall assessment of your business\u2019s online presence (local search visibility)<\/li>\n<li>Number of listings or citations that have issues to fix<\/li>\n<li>Average star rating and total reviews given by customers<\/li>\n<\/ul>\n<p>Click the \u201c<strong>Try it now<\/strong>\u201d button to get access to your dashboard.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GBP Optimization \u2013 Try it now\" alt=\"GBP Optimization \u2013 Try it now\" data-aspect-ratio=\"0.60571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/gbp-optimization-try-it-now.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then click \u201c<strong>Edit business info<\/strong>\u201d to manage your business information.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GBP Optimization \u2013 Edit business info\" alt=\"GBP Optimization \u2013 Edit business info\" data-aspect-ratio=\"0.34153846153846\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/gbp-optimization-edit-business-info.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also go to the \u201cPosts\u201d tab to create posts about your products. Or share news about your business (like new promos or seasonal offerings).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GBP Optimization \u2013 Posts\" alt=\"GBP Optimization \u2013 Posts\" data-aspect-ratio=\"0.51538461538462\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/gbp-optimization-posts.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Target_Local_Keywords_Relevant_to_Your_Business\"><\/span>Target Local Keywords Relevant to Your Business<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Local keywords are terms people use when searching for products or services in a specific location.<\/p>\n<p>They typically combine a service or product with a city, neighborhood, or the \u201cnear me\u201d phrase.<\/p>\n<p>For example, \u201cpizza delivery in raleigh\u201d or \u201cdentist near me\u201d are local keywords.<\/p>\n<p>Using such keywords on your website signals to search engines that your business is relevant to a specific location. And this can help your site rank better for relevant local queries.<\/p>\n<p>Use the <a title=\"Keyword Generator by Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/\" target=\"_blank\" rel=\"noopener\">Keyword Magic Tool<\/a> to find relevant local keywords for your business.<\/p>\n<p>Enter a broad term relevant to your business and location and click \u201c<strong>Search<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Search \u2013 Roofing contractor Dallas\" alt=\"Keyword Magic Tool \u2013 Search \u2013 Roofing contractor Dallas\" data-aspect-ratio=\"0.43571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/keyword-magic-tool-search-roofing-contractor-dallas.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll see a list of queries people use when searching for a business like yours. Along with metrics like <a title=\"Keyword Search Volume: What It Is &amp; How to Find It\" href=\"https:\/\/www.semrush.com\/blog\/keyword-search-volume\/\" target=\"_blank\" rel=\"noopener\">search volume<\/a> (the average number of searches per month) and <a title=\"The FREE Keyword Difficulty Checker (+ Guide) by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/keyword-difficulty-checker\" target=\"_blank\" rel=\"noopener\">keyword difficulty<\/a> (how hard it is to rank in the top 10 for the keyword).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Roofing contractor Dallas\" alt=\"Keyword Magic Tool \u2013 Roofing contractor Dallas\" data-aspect-ratio=\"1.0114285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/keyword-magic-tool-roofing-contractor-dallas.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also use filters to find keywords with results that contain local packs.<\/p>\n<p>Click \u201c<strong>Advanced filters<\/strong>\u201d &gt; \u201c<strong>SERP Features<\/strong>\u201d &gt; \u201c<strong>Local pack<\/strong>\u201d &gt; \u201c<strong>Apply<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Local pack filter\" alt=\"Keyword Magic Tool \u2013 Local pack filter\" data-aspect-ratio=\"0.66714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/keyword-magic-tool-local-pack-filter.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now, you have a list of relevant keywords.<\/p>\n<p>Generally, you want to select high-volume, low-competition keywords that align with your business and your local audience\u2019s needs.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Roofing contractor Dallas \u2013 Local pack\" alt=\"Keyword Magic Tool \u2013 Roofing contractor Dallas \u2013 Local pack\" data-aspect-ratio=\"0.86857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/keyword-magic-tool-roofing-contractor-dallas-local-pack.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, optimize your website using your chosen local keywords.<\/p>\n<p>Here\u2019s how:<\/p>\n<ul>\n<li><strong>Use them naturally in your website content<\/strong> like landing pages, product or service pages, blog posts, URLs, meta titles, meta descriptions, and headers<\/li>\n<li><strong>Create location-specific pages for each of your locations<\/strong> and optimize them with relevant local keywords<\/li>\n<li><strong>Include target keywords in your Google Business Profile and business listings<\/strong> on various online directories<\/li>\n<\/ul>\n<p>This can make it more likely that your business will show up for relevant local search queries.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Local Keyword Research: 4 Easy Steps to Attract More Customers\" href=\"https:\/\/backlinko.com\/local-keyword-research\" target=\"_blank\" rel=\"noopener\">Local Keyword Research: 4 Easy Steps to Attract More Customers<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Get_More_Google_Reviews_and_Engage_with_Them\"><\/span>Get More Google Reviews and Engage with Them<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"How to Get More Google Reviews: 9 Proven Tips\" href=\"https:\/\/www.semrush.com\/blog\/how-to-get-more-google-reviews\/\" target=\"_blank\" rel=\"noopener\">Google reviews<\/a> can influence your rankings in local search results. But they can also influence how likely searchers are to choose your business over one of your competitors.<\/p>\n<p>In fact, there\u2019s a correlation between the number of Google reviews and rankings in Maps listings, according to Semrush\u2019s <a title=\"https:\/\/www.semrush.com\/blog\/local-seo-rankings\/\" href=\"https:\/\/www.semrush.com\/blog\/local-seo-rankings\/\" target=\"_blank\" rel=\"noopener\">study on local search rankings<\/a>.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Average Number of Reviews\" alt=\"Average Number of Reviews\" data-aspect-ratio=\"0.73714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/average-number-of-reviews.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here are some ways to encourage your customers to leave Google reviews:<\/p>\n<ul>\n<li>Ask satisfied customers to share reviews by giving them access to a physical or digital QR code<\/li>\n<li>Send a thank-you email with a link to your Google review page after the sale or service<\/li>\n<li>Offer a discount or coupon for leaving a review<\/li>\n<li>Add a \u201cLeave Us a Review\u201d button on your website.<\/li>\n<\/ul>\n<p>Also, make sure to respond to both positive AND negative reviews.<\/p>\n<p>Thank those who gave positive feedback. And address concerns of those who leave <a title=\"How to Respond to Negative Reviews: 6 Best Practices\" href=\"https:\/\/www.semrush.com\/blog\/how-to-respond-to-negative-reviews\/\" target=\"_blank\" rel=\"noopener\">negative reviews<\/a>.<\/p>\n<p>You can use Semrush\u2019s <a title=\"Listing Management by Semrush - Visibility Where You Need It Most\" href=\"https:\/\/www.semrush.com\/review-management\/\" target=\"_blank\" rel=\"noopener\">Review Management<\/a> tool to easily monitor and manage all your reviews across multiple platforms in a single place.<\/p>\n<p>You can even set the tool up to automatically respond to positive reviews.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Listing Management\" alt=\"Semrush \u2013 Listing Management\" data-aspect-ratio=\"0.87428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/01\/semrush-listing-management.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Publish_High-Quality_Localized_Content\"><\/span>Publish High-Quality Localized Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Localized content is content that\u2019s tailored to a specific geographic audience by adapting language, cultural references, and regional preferences.<\/p>\n<p>It helps you increase engagement and conversions from local searchers. Because local content is tailored to their unique needs and interests.<\/p>\n<p>Besides, localized content can signal to Google that your content is highly relevant to that location. And it helps you demonstrate local expertise and authority.<\/p>\n<p>Follow these tips to tailor your content to your local audience:<\/p>\n<ul>\n<li><strong>Create content that is useful for locals:<\/strong> Such as neighborhood guides, how-to articles, local event summaries, or news about local activities. For example, a restaurant could publish a blog post about popular local food festivals.<\/li>\n<li><strong>Include photos of the local area, landmarks, or community events:<\/strong> This adds to the local feel of your content.<\/li>\n<li><strong>Encourage customers to share their experiences:<\/strong> You can then feature this user-generated content on your local pages.<\/li>\n<li><strong>Create location-specific FAQ pages:<\/strong> Use these to address common questions specific to each location you serve<\/li>\n<\/ul>\n<p>This way, you can build a stronger connection with your community.<\/p>\n<p><strong>Further reading:<\/strong> <a title=\"Quality SEO Content: The QRIES Approach for Better Rankings\" href=\"https:\/\/backlinko.com\/quality-seo-content\" target=\"_blank\" rel=\"noopener\">Quality SEO Content: The QRIES Approach for Better Rankings<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Check_the_Accuracy_and_Consistency_of_Your_NAP_Citations\"><\/span>Check the Accuracy and Consistency of Your NAP Citations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>NAP citations are mentions of your business\u2019s Name, Address, and Phone number on online platforms. Like your website, GBP, business directories, social platforms, and other online listings.<\/p>\n<p>Here\u2019s an example of a local citation in Yellow Pages, an online directory:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Listing business in local directories\" alt=\"Listing business in local directories\" data-aspect-ratio=\"0.83285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/10\/listing-business-in-local-directories.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s important to keep your NAP details consistent.<\/p>\n<p>Why?<\/p>\n<p>Because Google verifies your Business Profile information by looking at various online sources before showing it to searchers.<\/p>\n<p>So, consistent information across platforms signals to Google that your data is accurate and reliable.<\/p>\n<p>Use the <a title=\"Listing Management by Semrush - Visibility Where You Need It Most\" href=\"https:\/\/www.semrush.com\/listings-management\/\" target=\"_blank\" rel=\"noopener\">Listing Management<\/a> tool to find all your existing citations and check their accuracy.<\/p>\n<p>Open the tool and type your business name or website in the search bar.<\/p>\n<p>The tool will auto-suggest business listings matching that name. Check the details and select the correct one.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Listings Management\" alt=\"Semrush \u2013 Listings Management\" data-aspect-ratio=\"0.72857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/semrush-listings-management.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll see an overview of your business\u2019s key local search metrics. Including the number of listings you need to fix.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Listings Management \u2013 Listings to fix\" alt=\"Listings Management \u2013 Listings to fix\" data-aspect-ratio=\"0.58714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/listings-management-listings-to-fix.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Scroll down to see details of citation errors for each directory you\u2019re listed on.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Listings Management \u2013 Directories\" alt=\"Listings Management \u2013 Directories\" data-aspect-ratio=\"1.2214285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/listings-management-directories.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Note the errors and correct them by updating your NAP details on each platform.<\/p>\n<p>If you have a paid <a title=\"Local Business Tools | Drive more foot traffic with Semrush Local\" href=\"https:\/\/www.semrush.com\/local-business\/\" target=\"_blank\" rel=\"noopener\">Semrush Local<\/a> subscription, you can update multiple listings in one go.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Run_Location-Specific_Paid_Search_Ads\"><\/span>Run Location-Specific Paid Search Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"What Is Google Ads &amp; How Does It Work? A Comprehensive Guide\" href=\"https:\/\/www.semrush.com\/blog\/google-advertising\/\" target=\"_blank\" rel=\"noopener\">Google Ads<\/a> lets you target searchers in specific geographic locations so you can narrow your advertising focus on locations you serve and attract the right customers.<\/p>\n<p>This helps you maximize your <a title=\"8 Google Ads Best Practices to Maximize Return on Ad Spend\" href=\"https:\/\/www.semrush.com\/blog\/google-ads-best-practices\/\" target=\"_blank\" rel=\"noopener\">return on ad spend<\/a> (ROAS).<\/p>\n<p>You can run two main types of local search ad campaigns:<\/p>\n<h4><span class=\"ez-toc-section\" id=\"1_Local_Search_Ads_Geographically_Targeted_Ads\"><\/span>1. Local Search Ads (Geographically Targeted Ads)<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>These are regular <a title=\"What Is PPC? A Starter Guide to Pay-Per-Click Marketing\" href=\"https:\/\/www.semrush.com\/blog\/what-is-ppc\/\" target=\"_blank\" rel=\"noopener\">pay-per-click (PPC) ads<\/a> that appear in search results. But you set them to trigger only when users within specific locations search for your target keyword.<\/p>\n<p>Or when they search for [your target keyword] + [your target location].<\/p>\n<p>Like how these ads show up for the query \u201ctax lawyer new orleans.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Tax lawyer New Orleans \u2013 Ads\" alt=\"Google SERP \u2013 Tax lawyer New Orleans \u2013 Ads\" data-aspect-ratio=\"1.0214285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/google-serp-tax-lawyer-new-orleans-ads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Learn how to set this up with Google\u2019s guide to <a title=\"Target ads to geographic locations - Google Ads Help\" href=\"https:\/\/support.google.com\/google-ads\/answer\/1722043\" target=\"_blank\" rel=\"noopener\">location targeting<\/a>.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"2_Google_Local_Services_Ads\"><\/span>2. Google Local Services Ads<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><a title=\"Google Local Services Ads: What They Are &amp; How to Set Them Up\" href=\"https:\/\/www.semrush.com\/blog\/google-local-services-ads\/\" target=\"_blank\" rel=\"noopener\">Google Local Services Ads<\/a> are specifically relevant for service-based businesses. Such as plumbing, accounting, legal services, and more.<\/p>\n<p>It helps you connect with customers searching for your services in or around your location. And it lets you get leads (calls and messages from potential customers) directly from your ads.<\/p>\n<p>Local Services Ads appear as an ad unit at the top of the search engine results page (<a title=\"What Are SERPs &amp; Why Are They Important for SEO?\" href=\"https:\/\/backlinko.com\/hub\/seo\/serps\" target=\"_blank\" rel=\"noopener\">SERP<\/a>). Like this:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 HVAC Boston \u2013 Local services ads\" alt=\"Google SERP \u2013 HVAC Boston \u2013 Local services ads\" data-aspect-ratio=\"1.0285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/google-serp-hvac-boston-local-services-ads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Build_Backlinks_from_Relevant_Local_Business_Sites\"><\/span>Build Backlinks from Relevant Local Business Sites<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"What Are Backlinks in SEO? &amp; Why You Need Them\" href=\"https:\/\/backlinko.com\/hub\/seo\/backlinks\" target=\"_blank\" rel=\"noopener\">Backlinks<\/a> are links on other websites that point to your site. Google generally views backlinks as a positive signal about the site being linked to. Because they signal to Google that the linking website trusts your site.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"What are backlinks\" alt=\"What are backlinks\" data-aspect-ratio=\"0.39714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/what-are-backlinks.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Getting high-quality backlinks can therefore impact your site\u2019s search rankings.<\/p>\n<p>But not all backlinks are the same. You want backlinks from <strong>relevant<\/strong> (related to your industry) and <strong>authoritative<\/strong> (well-established and credible) sites.<\/p>\n<p>Some great <a title=\"Local SEO backlinks: How to build them and why they matter\" href=\"https:\/\/www.semrush.com\/local\/blog\/local-seo-backlinks\/\" target=\"_blank\" rel=\"noopener\">local link building<\/a> strategies include:<\/p>\n<ul>\n<li><strong>Creating value-driven local content<\/strong> that other sites in your industry would want to link to and share with their audience. For example, if you\u2019re running a fitness center, you could conduct and publish a study on the health habits of residents in your city.<\/li>\n<li><strong>Listing your business in popular <a title=\"Local Business Listings: Top 30 Business Directories\" href=\"https:\/\/www.semrush.com\/blog\/local-business-listing\/\" target=\"_blank\" rel=\"noopener\">local directories<\/a><\/strong> and review sites. Examples include Google Business Profile, Apple Maps, Bing, Yellow Pages, and Yelp.<\/li>\n<li><strong>Reaching out to local media<\/strong> like news sites, forums, and podcasts. You can then convince them that a link to your webpage (or content) will provide value to their audience.<\/li>\n<li><strong>Identifying local business websites that link to your competitors<\/strong> but not to you. You can contact these sites and explain why your content or resource is more valuable and worth linking to.<\/li>\n<\/ul>\n<p>You can use Semrush\u2019s <a title=\"Backlink Analytics: Backlink Checker for Any Website | Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/backlinks\/\" target=\"_blank\" rel=\"noopener\">Backlinks Analytics tool<\/a> to analyze your competitors\u2019 backlink profiles and identify link opportunities worth pursuing.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlink Analytics \u2013 Overview \u2013 Backlinko\" alt=\"Backlink Analytics \u2013 Overview \u2013 Backlinko\" data-aspect-ratio=\"0.93\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/07\/backlink-analytics-overview-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Get_Started_with_Local_Search_Marketing\"><\/span>Get Started with Local Search Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Local search marketing is a cost-effective way to reach (and convert) potential customers who are searching for products or services like yours.<\/p>\n<p>A critical aspect of local search marketing is search engine optimization, or SEO.<\/p>\n<p>This involves tasks like keyword research, competitor analysis, and on-page optimization. Learn how to master this to improve your business\u2019s rankings with our <a title=\"Local SEO: The Definitive Guide\" href=\"https:\/\/backlinko.com\/local-seo-guide\" target=\"_blank\" rel=\"noopener\">guide to local SEO<\/a>.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/local-search-marketing\" target=\"_blank\" rel=\"noopener\">What Is Local Search Marketing &lt;br&gt;&amp; How to Do It Right<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>What Is Local Search Marketing? Local search marketing is the process of optimizing a local business\u2019 online presence. It uses paid and unpaid tactics, like search advertising and local SEO, to help the business appear more prominently in local searches. In other words, local search engine marketing aims to increase the chances of your business showing up in search results when customers look for specific products or services in a particular location. For example, the search results for \u201cpet shop near me\u201d include the following elements: [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":11803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8,52],"tags":[],"class_list":["post-11802","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko","category-marketing-blogs"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/12\/google-serp-pet-shop-near-me-KXriRp-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/12\/google-serp-pet-shop-near-me-KXriRp-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11802","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=11802"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11802\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/11803"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=11802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=11802"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=11802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}