July 23, 2024

How to Use Effective SEO & SEM at the Local Level

Are you a local business eager to expand your customer base? Do you want to stand out in the saturated local market in your vicinity and improve your bottom line?

An easy way to achieve these goals is to explore local Search Engine Optimization (SEO) and Search Engine Marketing (SEM) solutions. With micro-moments—instances when individuals reach for their phones to gather information on products and services in a pinch—becoming more and more common it’s crucial for businesses to focus on enhancing their visibility in local searches.

This is where SEO and SEM make an appearance at the local level. In this blog, we will delve into some of the most effective strategies for local businesses to stay on top of their SEO and SEM game. But first, let’s quickly review what SEO and SEM are and how these strategies help establish robust visibility on search engines.

Understanding SEO and SEM

SEO and SEM are best described as strategies to enhance online visibility, particularly in search engine results. SEO entails optimizing your business website to ensure its Search Engine Results Page (SERP) are ranking organically. There are multiple ways to go about it, including:

• On-page SEO: Optimizing the website content and structure to make it more attractive for search engine crawlers. On-page SEO includes strategies like strategic incorporation of specific keywords in website content and optimization of meta tags and website’s HTML.
• Off-page SEO: Off-page SEO refers to actions taken outside of the website to improve its SERP ranking. It includes link building and efforts to improve website credibility and authority. The more credible the website is deemed by the search engines, the higher its visibility will be.
• Technical SEO: As the name suggests, Technical SEO is all about maximizing the technical optimization of the website, such as loading speed, data and security, indexing, mobile-friendliness, etc.   

On the other hand, SEM is a broader discipline that encompasses SEO but mainly focuses on paid strategies to improve visibility and attract more customers. Think PPC, Google ads, and advertising networks – all these are common forms of SEM that businesses employ to appear at the top of search results.

SEO and SEM at the Local-level  

Local-level SEO and SEM approaches are critical for any physical business catering to a specific local audience. Only 0.44% of search engine users click on the second-page results. This makes it important to ensure your business appears in the top results for local searches. Here are some local SEO and SEM strategies you can adopt for your business today:

Local SEO Strategies

1. Optimize for Google My Business (GMB)

One of the most important aspects of local SEO is claiming and verifying your GMB listing. Ensure your business information is accurate and comprehensive, including your business name, address, phone number, operating hours, and categories. Add high-quality photos of your business, products, or services. Finally, encourage customers to leave reviews and respond to them promptly.

2. Website Localization

Let the crawlers do the job for you. Include your city, region, or local phone number within your site’s content. Create location-specific pages if you serve different areas or have multiple locations with tailored content for each.

3. Optimize for Local Keywords

Keywords are always the most important factor for SEO. Research and use keywords that reflect local search queries relevant to your business. Then incorporate these keywords strategically into your website’s meta tags, headings, content, and URLs. However, avoid unnecessary keyword stuffing, as that can do more harm than good to your website’s credibility.  

4. Acquire Local Backlinks

Backlinks play a pivotal role when it comes to building website authority. Try to gain backlinks from local businesses, newspapers, blogs, and directories to enhance your local search visibility. It is also a great idea to participate in local community events or sponsorships that might offer online mentions.

5. Utilize Social Media and Local Directories

Is your business listed in local directories and on major platforms like Yelp, TripAdvisor, or industry-specific sites? If not, you are missing out on a big chunk of potential clients. Get your business on all local directories and make it a point to actively engage with your local community on social media platforms.

Local SEM Strategies

1. Geo-Targeted PPC Campaigns

Configure your ads to only show in specific geographic locations where your target customers are located. This could be as broad as a city or as specific as zip codes or a radius around a particular address. Consider adjusting your bids for different locations based on performance. Some areas may convert better or have more competition, warranting higher bid adjustments to maintain visibility.

2. Optimize Ad Campaigns for Local Keywords

Include local search terms in your PPC campaigns to increase relevance and attract a targeted audience. Begin by pinpointing keywords that not only relate to your business but also include specific local identifiers, such as the city, neighborhood, or even landmarks. Searches with “near me” see significant growth. Include these terms in your keyword list to capture users actively seeking services or products in their vicinity.

3. Mobile Optimization

Ensure your website is mobile-friendly, as local searches often happen on mobile devices. Fast loading times and easy navigation can improve both your SEO and SEM performance.

4. Ad Extensions

Utilize ad extensions in your PPC campaigns to provide additional information and ways for the potential customers to interact with your ad, such as location information, call buttons, and links to specific parts of your website.

5. Use Negative Keywords

Avoid spending on irrelevant or unqualified traffic. Regularly update your PPC campaigns with negative keywords. Start by reviewing search terms that triggered your ads but are not relevant to your services or products. These terms could be similar but cater to a different audience or industry. Use negative keywords in the campaign or ad group level to focus your budget on keywords that are more likely to convert.

Final Thoughts

Combining SEO and SEM strategies laid out above can significantly increase your visibility to local customers, driving more digital and foot traffic to your store and/or inquiries into your services. Remember, local SEO is an ongoing process, and consistency in your efforts will yield the best results over time. If you want to reinvest earnings from successful strategies to further propel your company’s expansion, consider Cooperate Marketing to experience an exceptional return on investment (ROI). Reach out to us today to discover how Cooperate Marketing can elevate your cooperative marketing efforts to new heights.

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Ryan Parker has 10+ years of experience including implementation lead in several projects. Built and led a team of 25+ while working closely with development through discovery, design, development, testing and client acceptance for several custom enterprise based solutions of core Cooperate clients. Full-service agency experience across verticals such as CPG, Professional Sports, Wireless Providers, Childhood Education, PowerSports, Financial Services, Entertainment, and experiential production. BS in Entrepreneurship & Corporate Innovation, Marketing from Indiana University with a minor in Music. Former Division 1 Football player, Audio Engineer, and when not professionally working, enjoys writing, producing, and performing music with his band, Space Gators.

LinkedIn: https://www.linkedin.com/in/ryan-parker-187aab47/