By Larry Stopa and Molly Guendert, E-Power Marketing
Local Search is changing the face of online shopping. From the new look of search results with maps and locations breaking up organic listings, to the contact information and turn by turn directions to local shops offering the products and services consumers are searching for displayed within search results. Brands of all sizes can use Local Search to outrank their competition and earn the business of the consumers closest to them. The number of local searches on mobile devices continues to grow, which is why it’s important that your business can be found when people search locally for the products and services you offer. When a customer is out and about shopping for a wedding or bridal shower gift or new kitchenware for themselves, will they find your business through Local Search? Use these tips to rise to the top of the Local Search results in your area and earn the business of your local customers.
Find a handful of directories
There are hundreds of local directory websites to choose from. With so many options available, it’s important to choose the local directories that make sense for your business. Once you’ve sifted through your options, create a list of the directories you want your business to appear on. Many local directories, including Google, Yahoo, Bing, Yelp, Manta, Yellow Pages and Merchant Circle, have free local listing opportunities. There are several more besides these, so take the time to do a little research to find the directories you want to use for your business.
Claim and create your business’ local listings
When you’re starting to add your business to the directories you’ve chosen, don’t be surprised if you see that your business is already listed. If it is, all you have to do is claim your listing. Not claiming an existing listing leaves the door open for others to claim it. If there isn’t already a listing for your business, work through your list of directories, creating new listings and accounts, one by one until you’ve reached the end.
Optimize your directory listings
One of the main reasons you want to claim (or create) your business’s Local Search listings is to ensure accurate and optimized information is given. Having the right information online is not only important for customers trying to find you, but it’s also important to your search visibility. When you’re writing a description for your listings, be sure to include relevant key phrases that you want to be found for. Another key in optimizing local listings is to be specific. This means being clear about your products and services, as well as listing the brands your business carries. The more details you can provide about your business in the listing the better. Details give potential customers a better idea of what to expect when they visit your store. These details also give search engines the clues they need to award you higher search visibility for the phrases you are most relevant for.
Don’t forget to verify your listing
Whether you claim already existing listings or create new ones, it is likely you will have to verify a number of your local listings. Each directory is a bit different, but some common verification processes include automated phone calls that give you a PIN number to input online, postcards, text messages and emails. While this may seem tedious, the purpose of the verification process is to protect your business. It’s important to complete the verification process for each local site that requires it because your local listing will not be visible to the public or search engines until you verify it. Thus, ignoring the verification process would defeat a main purpose of local search marketing: to increase visibility!
Keep your listings current
For some businesses, local listings may be a one-time thing. However, if you have the opportunity to update your listings to provide potential customers with additional information or changes, you should do so. Maybe you extended your store’s hours or you added new brands to your product catalog. Or maybe business is booming and you had to move to a bigger storefront. These are all instances where you should edit your listing to keep it as up to date as possible for customers.
From answering customer inquiries to achieving better search visibility, local search marketing offers benefits for your Housewares business and your potential customers. Local search is on the rise; in fact the number of local searches on mobile devices quadrupled in 2012. So keep these tips in mind to make the most of your online marketing! Even if you don’t have a storefront you’d like to attract business to, Local Search may still be a valuable tool for your brand. Later this month, we will discuss how brands can use Local Search to drive business to their retailers across the country. Whether your products are in one store, or carried nationwide, you too can benefit from an optimized Local Search presence, stay tuned for more information on that topic later this month!
