Search Engine Optimization (SEO) isn’t exactly a groundbreaking topic.
Not only are there hundreds of books, seminars, videos, and articles available on the subject, but many businesses rely on it as their main method of attracting new customers.
It’s a totally normal (and expected) part of business nowadays.
So why is it, then, that local SEO remains an underused option among businesses that could use it most efficiently?
Because they think they don’t need it.
I regularly consult with business owners, marketing managers, and executives who listen to me talk about all the reasons they need to begin a search engine strategy. They nod politely, and then change the subject.
If pressed, they patiently explain that search engine optimization might be great, but it isn’t for them because they don’t sell anything online, and all their customers come right through their front door.
But really, that’s the ultimate case of missing the forest for the trees. These days, people aren’t just going online to shop, bank, and listen to music. They’re also making Google their first stop when it comes to finding local businesses, which means those businesses could easily be found and get even more business — that is, if they utilize SEO.
By the way, Google My Business is your friend.
What You Need to Know About Local SEO
Incorporating local SEO into your marketing plan isn’t a strategy to get ahead anymore; it’s something you have to do just to stay in the game.
Here’s three things you need to know about local SEO:
Local searches are becoming more popular.
Internet connections are available almost everywhere now, from coffee shops to libraries (and anywhere else, really, if you use a hotspot). And when you’re looking for something nearby, Google does it all.
With one simple search, you can find addresses, hours, phone numbers, maps, and pretty much anything else you could possibly need. So why wouldn’t you use SEO if it can lead one potential customer to your door?
Ignoring local SEO is probably costing you money.
Even if you aren’t that concerned about losing existing customers (though you should be), consider this: You might not just be missing out on new business.
Almost every single potential customer who has heard about your store or driven by your location will look for you online before they visit in person. That’s why it’s important for them to find you in search engines (via local SEO), especially if they can’t remember the name of your business.
Searchers make more profitable customers.
There’s one thing that lots of businesses who aren’t used to finding customers online overlook, and it’s this: By doing the right kinds of search engine optimization, such as local SEO, you can do a much better job of pinpointing your ideal customer than you could through other forms of advertising or promotion.
Emphasizing the right keywords and phrases doesn’t just bring you more web visitors — it brings you the kind you want.
The Big Takeaway
You just can’t get far in business anymore without using search engine optimization. If your business can’t be found on Google, then the chances are good that in a few years no one is going to be able to find it anywhere else, either.
Everything is online now, and everyone is online now.
That means, if you want your business to succeed, you need a strong web presence that includes local SEO. If you’re already using local SEO, great! And if you just realized you need to start using it, that’s okay. Better late than never, right?
At Business Builders, whether you need a little help with optimizing your local SEO or need to start completely from scratch, we can help you get attention, acquire customers, and grow your business!
Republished from our recent article in the St. Augustine Women’s Journal. Updated in 2019.
