There is no set it and forget it option to maximizing your local reach.
Start with the Basics
Make sure that every directory listing and social profile have the correct name, address, and phone number for the specific location they represent. As obvious as this may seem, you’d be surprised how often outdated and completely incorrect information continues to float around the Internet because of employee turnover. Even if your store managers are responsible for the social media accounts for a specific location, make sure that they all have a clear policy document to work from that governs how to set up and maintain branded profiles.
Easy Keywords Aren’t Enough
The obvious bucket of keywords are obvious for a reason, they are the most commonly used terms to find businesses like yours. But to move yourself up the local leaderboard, you need to expand your content beyond the obvious.
Let’s use local Chinese restaurants as an example. The obvious terms people use to find a restaurant to suit their cravings would be Chinese restaurant, Chinese restaurant near me, top rated Chinese restaurant, and so on. But true fans of Chinese food may wish to satisfy a particular craving. They may search for Szechuan, top rated Kung Pao, Mongolian BBQ, or best Moo Goo Gai Pan. Having these terms buried on your website only on your menu pages tells neither search engines nor potential customers about why they should try your Hunan Chicken rather than the chain restaurant up the block.
Not Just Search Engines
Many people want some validation of quality and reliability before they spend money locally. In a moment of need, a potential customer is very likely to seek out highly reviewed body shops on Yelp, Angie’s List, and other review sites than go directly to a Google search. Although your local website is important, these review sites are also key to customer discovery.
Keeping Track of It
Since mobile, social, review, and search all drive traffic to both your website and your physical locations you need a way to stay on top of it all.
- Pay attention to referral sources in site analytics
- Track search page rankings by location, keywords, and device
- Use a tracked phone number in all digital placement
- Track social and review site metrics
- Don’t forget to ask customers how they heard about you
By Michelle Stinson Ross
Content & Outreach Goddess
AuthorityLabs is a real time search ranking tool that provides accurate and reliable search engine ranking data and keyword insights.