LOCAL SEO: HELPING CUSTOMERS FIND YOUR STORE
SEARCH ONLINE, BUY OFFLINE: BRICK AND MORTAR STORES CAN ENSURE THEY’RE EASILY FOUND ON THE WEB WITH THE RIGHT LOCATION MARKETING STRATEGY
REPORT
Consumers are increasingly using their smartphones to find local shops. To make sure their store is among the top search results, retailers should ensure their online presence is geared towards local search queries. It is time-consuming, but at least listing your business doesn’t cost a penny. First, you need to make sure your site is optimized for mobile devices. For local search engine optimization, you’ll then need to enter the store’s data in as many online listings as possible. Be sure to get the details right: the name, address and telephone number should always be the same. Mistakes should be avoided at all costs: machines really don’t like typos.
The world’s biggest search engine (with a 92.46% market share) is Google, so adding your store to Google My Business (GMB) should be at the top of any local SEO to-do list. GMB also allows users to upload offers and products; customer reviews (the more positive, the better) and a listing in Google Maps mean clients will have no trouble finding your store, and Google will reward your efforts with a better ranking. Google only plays second fiddle in two countries: Yandex leads the way in Russia with a 50.38% market share; in China, it’s Baidu (66.25%). In both countries it is thus essential that you register your business with either the Yandex Business Directory or Baidu Maps.
Even if many millennials are turning their backs on Facebook, retailers should consider setting up their own shop page on the site. Product posts and good reviews can help boost your ranking, and it’s an easy way for customers to get in touch. Experts are divided on how beneficial Instagram is for SEO. For fashion retailers, however, it’s a must. And national business directories remain key for local searches; Apple Maps and Bing should be on your radar too. Yelp, TripAdvisor and other local directories, such as Yahoo Local in the US or Golocal in Germany, are also relevant. Although sector-specific directories, such as TheLabelFinder, usually allow you to add your business for free, you’ll have to pay a rather hefty subscription fee to reach a wider audience.
Keeping a record of all your listings will allow to work through systematically whenever anything needs updating. And keep an eye on current opening hours and public holidays: a top-class SEO strategy is pointless if a customer shows up to an empty store they thought would be open.