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Getting your business found in local search

matt-willson

Even in the age of internet shopping, the local factor in business is still a big influence. Google recognises this and whenever possible, will deliver “local” search results – often in the form on a “local pack” of 3 businesses on a map above the other, non-paid search results (but below the ads, naturally). As time goes by, we are seeing more and more business sectors start seeing local results instead of UK-wide ones, even when the sector isn’t a naturally local one.

Many of our clients have a physical location (or more than one) and getting found in that top 3 “local pack” makes a big difference to online enquiries and sales. Here’s what we find is important to make your business visible in search locally.

1. Consistent business name online

Consistency is the big theme you’ll see running through everything local – and making sure your business is always called the same thing online when Google finds reference to it makes a big difference. It’s no good being called “The Local Cafe” on your own website, “Cafe Local” on the town business directory, “Ourtown Local Cafe” on Google Maps and “Cafe Ourtown” on TripAdvisor – you’re not helping Google build up a consistent picture of your business, and you suffer as a result

2. Consistent business address online

It’s the same with your address. Makes sure your address is EXACTLY the same across your website, your Google My Business listing and all the directory listings that will either be set up you or scraped / auto-generated, like TripAdvisor, Thomson Local, TheBestOf etc. Make sure you complement this with schema.org markup of your address on your own website, making it easier for Google to find the consistency.

3. Claim your local listings & eliminate duplicates

Starting with Google My Business, claim your local listing and populate it properly (especially name, address, category of business, opening hours, website & phone number). Do the same on all the directories where you can find reference to your business – Moz’s Local service (https://moz.com/local) can make this much easier, although it does cost c.£60 a year per location, it’s worth it

4. Get local citations

Mentions of your business online, in verifiably local sources, give Google more signals that your are well known and local, and make you more likely to get into the local pack of search as a result. Local blogs, local directories and your local newspaper are the best places to start targeting to raise your profile

5. Get reviews and ratings

Good for business in general and for search in particular – even if you don’t use one of the review aggregators (Trust Pilot, Reevoo and the like) there will be places for customers to leave reviews – often on your Google My Business listing, which Google will probably auto-generate even if you haven’t created it. Don’t be scared of the odd bad review here and there – some people are never happy – it’s more important that you always monitor your reviews and answer promptly and constructively. Say thanks to those who leave a good review, and be seen to tackle any bad reviews with a level head and constructive attitude to making it better (even though you’ll be fuming at the unfairness of it)

To get good local search presence – be consistent, get talked about, encourage reviews. It’s just the same as any marketing approach you would take to your business – and applied to the local online environment.