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7 Proven Ways Small Business Owners Can Improve Local SEO

As a small business owner, you know that competing with national brands is hard. They have massive budgets and can throw money at every advertising opportunity coming and going. In comparison, you have to be much more conscious of your limited budget. Therefore it begs the question of how can you compete against these Goliaths?

The answer is simple, invest in Local Search Engine Optimization (Local SEO). If the internet is the great equalizer, Local SEO can be the stones in your sling.

Not only is Local SEO economical it is highly effective at generating highly qualified local leads.

What is Local SEO?

What is Local SEO?

You may be familiar with search engine optimization (SEO). If we think about SEO as casting a wide net of keywords and phrases related to your products or services to catch those googling them, then local SEO is much more like placing a lot of hooks with the right bait to catch local searchers.

Local SEO Bait

Like in fishing, you must use different bait to lure searchers in. These include:

To provide you with an example, we will keep with our fishing theme; therefore, consider this:

Let’s take Chaz’s Charters as an example. Now Chaz owns a fishing charter and is an excellent guide. However, Captain Nemo has recently risen to the top spots on the search engine results pages (SERPs) for all the keywords that Chaz thinks he should have been ranking for.

Chaz determines that Captain Nemo has implemented several of the above, which is why he is outranking him. Here is what Chaz needs to do to start ranking better:

 

Nautilus Nautical Tours

Chaz

 

7 Proven Ways Chaz’s Charters Can Improve Local SEO and Rise to the Top of the SERPs

1. Chaz’s Charters Should Claim and Optimize Its Google Business Profile

For Chaz to get his business to appear in local searches on Google Maps and Google Search, they must create a Google Business Profile Listing (GBP) listing with up-to-date information and optimize it.

Chaz’s Charters needs to be sure to:

  • Enter complete data
  • Verify their business location(s)
  • Keep their working hours accurate
  • Add photos
  • Manage and respond to their reviews

2. Embed Google Maps on the Business Website

There are two main ways that Chaz’s Charters can embed a Google Map on their website.

  1. They can use the Google Maps Embed API, thus allowing them to place a street view panorama or interactive map on the site.
  2. Alternatively and more simply, if they have their GBP claimed, they can search the maps, then on the left side, hit the “share button.” Then hit the “Embed a map” tab and copy the HTML. This will give them an iFrame embed code and is much easier than getting and setting up the API version.

3. Get On-page SEO Right

Chaz’s Charters needs to get on-page SEO right to dominate local search results.

Two main factors affect on-page SEO:

  • Products and services offered
  • Locations served

In other words, they need to tell Google clearly what services (in this case, fishing trips) are offered and where they offer them.

Here are the key on-page SEO elements they should focus on:

  • Title tags
  • Meta tags
  • Header tags
  • Page content
  • Images
  • NAP (Name, address, and phone) on every page (with schema markup).
  • They should also ensure that their NAP is consistent all over the internet.

4. Ask for Reviews

Reviews have a major role in local ranking. Google itself said,

“Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking.”

Moreover, good reviews can help a small business stand out to potential clients looking for help making decisions. According to a Review Trackers report, 63.6% of consumers say they are likely to check Google reviews (through Google Maps and Search) before visiting a business location — more than any other review site.”

Which Review Sites Do You Check Before Visiting a Business

(Source: Online Reviews Statistics and Trends: A 2021 Report by ReviewTrackers)

In addition, Chaz’s Charters needs to realize the impact of reviews on their conversions. Their prospective clientele are more likely to engage services from them if they have glowing ratings.

Conversion Lifts

(Source: The Impact of Review Volume on Conversion: Is More Really Better?)

How Can Chaz’s Charters Entice Their Clients to Submit Reviews?

Here are some proven ways:

  • Create links to review sites on their website
  • Include links to review sites in their email signature
  • Have a business card with review site information and a QR Code
  • Ask their happy clients to write reviews

Should Chaz’s Charters Respond to Reviews?

The short answer is YES; they should to both good and bad reviews!

In a 2018 study published by the Harvard Business School, Replying to Customer Reviews Results in Better Ratings, they found that responding to reviews, both positive or negative correlated with a higher overall star rating.

Google even says:

Respond to reviews that users leave about your business. When you reply to reviews, it shows that you value your customers and their feedback. High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood of a shopper visiting your location.

(Source: How to improve your local ranking on Google)

Guidelines for Responding to a Google Business Profile Review

For the sake of stating the obvious, If a review is positive, Chaz’s Charters needs to thank the client, if it’s negative, they need to be kind and attempt to make things right if they can. They should not in any way get in a war with someone just because they leave them a bad online review. See this poor example:

Bad Google Review, Bad Response

5. Focus on Local Citations

Local citations are mentions of a company’s name, phone number, address, and website (NAP+W) on the internet.

Here is the example of a full citation for Chaz’s Charters:

Chaz’s Charters
4647 Main St
Suite 13
Shallotte, NC 28470

+1 (910) 867-5309

https://www.chazscharters.com/

Google uses local citations when determining a business’s authority and relevance, in this case, Chaz’s Charters.

In other words, local citations will help Chaz’s Charters gain recognition and importance on Google, Facebook, Apple Maps, Google Business Listing, Yahoo, Better Business Bureau (bbb.org), Yelp, MapQuest, Yext, YellowPages, etc.

Local citations help with local SEO and spread awareness about a company, such as Chaz’s Charters, through sites that most people already trust and deem reliable.

6. Distribute Locally-focused Content to Build Links

Links back or backlinks to your website on other sites play an essential role in local ranking.

Google considers backlinks to be trust votes. Therefore high-quality backlinks will help Chaz’s Charters build prominence on Google.

Content marketing is probably the most effective strategy to build/earn backlinks.

What Chaz’s Charters should do is create helpful content (blogs, geographical landing pages, videos, etc.) that answers people’s questions. They should also disseminate it through various channels and platforms catering to a local audience.

7. Integrate Social Media

Social media marketing (SMM) and SEO are two crucial marketing strategies on their own. However, when the two are mixed, it provides fantastic results.

Because social media has billions of active users, Chaz’s Charters can meet their existing clients and new prospects.

Social networking is an excellent tool for cultivating followers who can act as brand advocates and spread the word about Chaz’s Charters services far and wide, providing several opportunities to gain local citations and backlinks.

Social media helps Chaz’s Charters develop trust and aid local SEO efforts.

Why Small Business Owners (like Chaz) Need Local SEO

Now that we understand what Local SEO is and how to do it, here are the top five reasons why small business owners, such as Chaz’s Charters, need to include local SEO in their marketing efforts:

  • Local SEO helps them target locals.
  • Local SEO offers a high return on investment (ROI). No other form of internet marketing provides ROI like it.
  • Local SEO adds authenticity to Chaz’s business. When a small business appears on Google Maps or in a local search, prospective clients are more likely to consider the company authentic.
  • Local SEO is crucial for mobile searches, and it helps small businesses build local partners and connections.

Conclusion

I hope that it is clear that no matter what type of business you are in, Local SEO is imperative. Your local SEO efforts should increase your relevance and visibility on the search engines, primarily Google. Following the techniques outlined above can help you dominate the local SERPs.

Now, if you are looking for a Local SEO Expert for Small Businesses, then contact me today for a no-obligation consultation on how you can grow your small business with Local SEO.


Local SEO Checklist

Free Resource

Are you looking for help with help with your Local SEO? This local SEO checklist is full of tips and ideas to help you supercharge your local marketing and boost local SEO for your business.

Download Your Local SEO Checklist!

 

Image of the author - Chad J. Treadway

Written By: Chad J. Treadway |  Wednesday, August 31, 2022

Chad is a Partner and our Chief Smarketing Officer. He will help you survey your small business needs, educating you on your options before suggesting any solution. Chad is passionate about rural marketing in the United States and North Carolina. He also has several certifications through HubSpot to better assist you with your internet and inbound marketing.