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So, you’ve built this amazing business.
It’s your baby, really.
You put everything you have into it, and you know it’s something people need.
But…
No customers are wandering through the door.
No phones ringing off the hook.
One of the reasons could be because you’re basically invisible online.
Okay, fine, maybe not totally invisible.
You do have a website and maybe some social media presence.
But when people in your area search for what you offer online…
Are you showing up at the top of the search results?
Probably not.
And that’s a huge missed opportunity.
Turns out, a whopping 46% of all Google searches are for local businesses like yours.
Even better, most of these searches often translate in-store visits and purchases (76% and 18% respectively).
People practically throwing money at local businesses like yours…
But they can’t find you.
You got to do something about that.
What is a local search strategy?
To answer that, let’s talk about something called local SEO.
It’s basically like regular SEO (search engine optimisation), but instead…
You’re trying to rank high for everyone in your local area.
Let’s say you own a coffee shop that is tucked away on a charming side street.
Your coffee is fantastic…
But how do you get people to come through your door to try it?
That’s where your local search strategy comes in.
A local search strategy brings tonnes of perks while focusing on two key goals:
- Getting discovered – the whole point is to get you noticed online by your local customers. It makes sure you pop up first whenever someone does a search in your area. We’re talking about making sure your website, all your online accounts, and online listings (like Google Business Profile) clearly show your location and what you offer.
- Attracting the right people – being seen is great, but it’s not enough. Your strategy should help attract the right people. You’ll be attracting customers in your neighbourhood who are actively searching for businesses like yours. They’re ready to buy – and your strategy makes sure you’re the first one they see.
With a killer local search strategy, you’ll get a double bonus:
- More people will know your name (that’s brand awareness)…
- You get to improve your online reputation…
- And more people will visit your website (improved online visibility).
Plus, the right strategy gets your business popping up in those all-important “near me” searches.
Yes, the ones people do when they’re ready to buy something right then and there.
And guess what?
All of this usually leads to the one thing we all want: more sales.
Must-have elements to stop being the “other shop”
Sick of being the runner-up in your own town?
Here are some things that will help you go from invisible to invincible in local search:
- Claim your local throne – get your free Google Business listing up and running. It’ll be a great help to turn you into the top pick when people search for businesses like yours nearby.
- Become a thought leader – share your knowledge and tips through content that your local audience (and customers) will find helpful and interesting.
- Localise your website – create special pages on your website for each area you serve. This lets people know you’re right around the corner.
- Power up your SEO – Make sure your website runs smoothly and is easy for search engines to understand, helping you show up higher in local searches.
- Use reviews to improve brand reputation – Encourage your customers to leave feedback. On top of that, show them you care by responding to all reviews, good or bad. Focus on written reviews, if possible. Studies show that people care more about what actual customers say in reviews than just the star ratingFocus on getting text reviews for maximum impact.
These five essentials help you show up naturally in search results when people search for businesses nearby.
But what if you want to stand out even more?
Pepper in some SEM.
You can pay for targeted ads to get even more visibility or if you want a quicker boost in results.
For more in-depth info about maximising local search strategies (including ads) for your business, read more here.
And remember, even with a strong foundation, there’s always more you can do.
I’ve also written about how you can optimise your local SEO in this blog.
4 local SEO tips to rule your own turf
On top of covering the basics, there’s more that you can do to get an edge over your competitors.
Here are some tricks that will improve your ranking and get more customers through your door.
Tip #1 – partner up with other local businesses
Conquering local search doesn’t have to be a solo mission.
Getting an expert to help with your online presence is great, but there’s another trick…
Team up with other local businesses.
Find ones that match your audience, but don’t directly compete.
Like, if you own a bakery, why not partner with the cool coffee shop down the street?
You’re not competing for the same customer pool, but you both attract people who love treats.
Team up for special offers.
Maybe a bakery box with a coffee discount from your neighbour, and they feature a pastry basket with your goodies in their store.
You can also do guest posts on each other’s websites (though it’s not recommended to do 1:1 or direct guest posting exchanges).
This gives you fresh content and gets you noticed by their audience, too.
Plus, when a local website links back to yours (backlink), it can help boost your search ranking.
Just remember though:
Always keep your contact info exactly the same across all platforms — for both you and your partner.
Search engines get confused by mixed signals, which can hurt your local SEO efforts.
Tip #2 – capture “open now” searches
“Near me” searches are popular, but don’t forget about “open now”.
Doing this lets you target people with a craving or a sudden need, not just browsing for something nearby.
Think about it: someone craving late-night pizza types “open now pizza” into their phone.
By targeting keywords like “pizza open late,” your business becomes the first answer they see.
People searching for “open now” also often have a specific need.
They’re ready to buy something right now, which could mean that they’re more likely to convert to buyers.
Finally, websites that show they’re open and ready for business are also rewarded by search engines.
It goes back to delivering a positive user experience.
When your website or listings show your open hours, you save the user time and frustration —
And you get rewarded with better local search ranking.
Tip #3 – speak the language of voice search
People are talking to their phones to find things nearby.
To get found in these searches, your local SEO needs a little voice search upgrade.
Remember, People don’t talk like they type.
Instead of searching for:
- “best pizza near me,”
They might ask their phone,
- “Hey Google, where’s the best pizza joint around?”
This means you need to stick to natural, conversational keywords that people would use in voice searches.
Sprinkle your website and online listings with natural questions your ideal customers might ask.
Targeting long-tail keywords can also be a good way to reach people who would rather talk to their phones.
If you offer plumbing services, target “emergency plumber open late near [your city] Instead of just “plumber”.
This helps you stand out because you’re targeting people with a specific need.
And finally, since people mostly use their phones for voice search, make sure your website is mobile-friendly.
This isn’t just good for local SEO, it’s good for SEO in general.
Tip #4 – “surprise and delight” your customers
Most businesses chase after new customers.
While that’s important, you shouldn’t miss your chance to turn happy customers into raving fans.
The “surprise & delight” approach can be just the competitive edge that you are looking for.
It makes your existing customers feel truly valued.
This, in turn, boosts the chance that they will leave you a positive review.
Positive reviews on platforms like Google Business Profile do wonders for local search rankings.
The best part? The treats don’t need to cost much.
It can be as small as a free sample with their purchase.
Or something as thoughtful as celebrating their birthday with a discount.
These unexpected gestures create a positive customer experience, which translates to more reviews and ultimately, a better local SEO ranking.
Image source: Eminent SEO
Master the long game of local search
Local search isn’t a one-time fix.
It’s more like a muscle you have to keep flexing to stay strong.
Local search is constantly changing, just like how people search for things online.
User behaviour and search trends can shift.
So be prepared to adjust not just your local search strategy, but your digital strategy as a whole.
This might mean changing your target keywords and updating your content.
Keep experimenting and see what works best for reaching your local customers.
There’s a tonne of free help out that you can use to keep your local search strategy fresh.
Websites like Moz, Search Engine Journal, and even Google itself have blogs, video tutorials, guides on best practices.
Local search is all about making it simple for people nearby to find you online.
And with the right strategy, a little creativity, and superb customer services, you can crush local search and become the go-to spot in town.
