Google Marketing Tools for a Local Business
Usually, when companies think about search engine optimization,
they mainly focus on determining where their business shows up on a search
results page. While this is important, it also assumes that all search is the
same when in reality search results are not created equal especially when it
comes to local businesses. Unlike companies that operate primarily online or
have locations everywhere, local businesses tend to have different metrics for
success. According to HubSpot, half of all people who make a local
search visit a store they find in the results the very same day. This combined
with another survey that says 61% of local searches result in
conversions makes it easy to see the power of search in getting customers
through the door. That is why it important to take advantage of search tools
specifically geared towards local businesses like Google My Business, Google
Maps, and Google Posts.
Google Posts is a feature that allows people and
businesses to create content directly on Google which appears highly ranked in
Google search results for their names. Google Posts can highlight just about
anything and thus it is a great way to inform potential customers of events,
specials, and other relevant information. According to one survey, brands that
used Google Posts reported an average increase in search views of 76.54% after
just a single week. However, something to keep in mind is that Google Posts
expire after seven days by default and businesses like hotels and resorts do
not have access to the service yet. So, it is important to plan accordingly
when you use it, especially when promoting events or limited-time specials.
Then there is the Google Maps tool. A lot of people take a set-it-and-forget-it
approach when it comes to Google Maps, but it requires some maintenance from
businesses in order to keep their rankings authentic and effective. Local
businesses should spend some time seeking out and reporting spam on Maps and remove
even a few businesses with keyword-stuffed names or illegitimate addresses to boost
the business’s visibility for target keywords. This creates a better search
experience for your local customers. Try simply searching for some non-branded
keywords related to your industry and include the phrase "near me" or
the specific city or county you’re looking in.
Google My Business should act as the core for all of your
business’s local search marketing and should be an active part of your
marketing routine. Local businesses should respond to customer questions in the
Q&A section, periodically add your own new photos to keep users engaged
with the latest products, services, and happenings at your business, and fully
complete all of the details in your profile (Ex. hours of operation, phone
number, address, amenities, services, business description, categories, etc.). These
tactics have real results as customers will see how active your business is the
community. In fact, businesses that have taken the time to put pictures up boast
higher click-through rates and more importantly have increased
requests for driving directions than those without photos. If
people see your posts, see you answering questions, or see you responding to
reviews, they’re more likely to trust you. As such, Google gives even the
smallest businesses the power to get noticed and it’s up to you to take
advantage of it!
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