Many small to medium sized businesses rely on local trade and as such, it is so very important not to neglect marketing to the local audience. Obviously, there will be businesses that can only service locals and those will almost exclusively spend their marketing budget on the local area. Others however, are able to offer services to a wider audience and whilst this may be an essential part of the long term strategy, ensuring the locally based clientele are kept informed of goods and services offered by the firm can be key to securing a sound foundation for the business. Ensuring that there has been sufficient SEO done on the site that includes the local area is a must and making use of all the search engine tools can really help promote your business as well. Much depends upon the type of business you are operating but making the most of the technology and the opportunities that it can give rise to, can give you a real boost particularly for those using mobile searches.
The vast majority of local businesses out there – even those heavily invested in digital and mobile marketing – are constantly looking for insights on how they can improve their placements in Google’s search engine results.
While there’s plenty of advice available on specific tactics ranging from leveraging keywords and linking to boosting reviews and Facebook likes, most business owners struggle with how to prioritize their local marketing budgets to improve their rankings, while avoiding unintentional negative hits to their search visibility.
David Mihm at Moz, a marketing analytics firm, pulls together the valuable “Local Search Ranking Factors” survey each year to help to demystify local SEO rankings by honing in on the insights of 35 local marketing experts. Participants evaluate the influence of key ranking factors and prioritize specific ones that they believe contribute to local SEO rankings.
Released earlier this month, this year’s results provide a strong blueprint for businesses – both new entrants and those already established in the local search space – on how to allocate their limited marketing budgets to generate greater visibility for their brand and one-up their competitors.
Where To Prioritize Local Marketing Efforts
The first section of the survey asked participants to identify the importance of eight thematic clusters of ranking factors across three primary types of local search results – localized organic search, pack/carousel search and maps search – for both desktop and mobile searches.
Participants were asked to assign a percentage of influence to all eight clusters, adding up to 100%, to measure those areas with the greatest impact for local businesses planning their digital and mobile efforts.
Image courtesy of Moz.com used with permission