As a small business owner, you’re always looking for ways to compete with national brands. You know you can’t outspend them on advertising, but local SEO offers a solution. With nearly half of all Google searches having local intent (46%), local SEO helps you attract local customers. This article shares practical local SEO tactics your small business can implement today to compete with larger competitors and improve local search.
Why Local SEO Matters
National brands cast a wide net with their marketing, trying to reach everyone across the country. Local SEO lets you focus on your local community, connecting your business with local consumers using online search and increasing visibility. This targeted approach maximizes your marketing budget, giving you an advantage over national competitors.
Those national brands are competing with every other similar brand at a large scale, but with effective SEO strategies your business can overcome this disadvantage.
Target the Right Customers with Local SEO
First, examine your local customers. Not every national brand has a strong local presence, creating opportunities for you. You have a local advantage because you understand your local community’s specific needs and desires.
BrightLocal research shows that over half of consumers (56%) prefer supporting local stores. This is something many small businesses forget, which means opportunity exists for your company.
Consider what national chains may lack locally. Then, craft targeted messaging and create content highlighting your small business’s unique local value, leveraging the national seo tactics of those bigger companies while adapting to the needs of your neighborhood.
How to Use Local SEO to Compete with National Brands
Competing with national brands online might seem daunting, but a digital marketing strategy focused on local search engine optimization can work wonders for small businesses. Here’s how to leverage local SEO tactics, from optimizing website content with local keywords to building online citations and using customer reviews.
Claim and Optimize Your Google Business Profile
A complete Google Business Profile tells search engines what your company does and makes it easy to find. An incomplete profile gives national brands an edge in local search rankings.
Use all aspects of your Business Profile. For example, post videos showcasing local offerings, helping your audience connect with your small business and the solutions you provide.
Master Local Keyword Targeting
Keyword research is crucial. Focus on local keywords, which can challenge national brands using broader SEO strategies. Use local search queries that will help customers find you, and increase the visibility of your local presence.
National brands target general terms like “coffee.” Target long-tail keywords like “fair trade organic cold brew delivery near me.” You’ll attract fewer people, but those interested will find exactly what they want and drive foot traffic.
Target Local Citations and Reviews
Building local citations is important for local SEO. Join your local chamber of commerce. Connect with local non-profits, schools, and businesses.
Seek mentions on local blogs and websites. Listings on platforms like Yelp, Nextdoor, and local directories increase your visibility and embed you in the local business ecosystem. Remember that local seo refers to optimizing your presence for a particular geographic area.
Online reviews significantly impact customer perception, especially when competing with established brands. Managing your online reputation and ensuring that accurate business information is available for customers can have a significant impact on their decision to purchase your services.
Trustpilot research found that 89% of online users check reviews before making a purchase. Responding to reviews, especially negative ones, shows you value feedback and are committed to improving.
Use Location Pages For All Service Areas
Optimized content on location-specific landing pages helps search engines connect your services and contact information to local search queries. Consistent name, address, and phone number (NAP) across your website, directories, and maps is vital.
Use each location page to incorporate local information. Highlight local amenities and address area-specific pain points. Discuss how you cater to that locale and offer specialized advice.
This provides targeted assistance to each region and builds trust within your various business locations. Adding high-quality photos and videos of the locations themselves will significantly improve local search rankings.
Structured Data For Businesses with Multiple Locations
Multi-location businesses must ensure data is easily discoverable, using local content whenever possible. Leverage structured data to improve your multi-location SEO performance.
Use schema markups for reviews, FAQs, and hours of operation. Add geo-specific locations and virtual tours featuring local landmarks. Analyze local profile data.
Tailor content updates to maintain consistent NAP citations across directories while improving local data discoverability and accuracy. Include a meta descriptions tag with each of your location pages and try to use relevant search trends that describe the specific locations your business targets.
Mobile-First Approach for Local SEO
Mobile search is key for local businesses. Google research showed mobile searches for “store open near me” increased 250% between 2020 and 2022.
Nearly all (97%) of Google searches for local businesses happen online. 28% of those searches lead to offline purchases. Make sure your website is mobile-friendly and loads quickly. This is important since businesses face new and increasing competition every single year.
A slow, poorly formatted mobile site gives your competition a big advantage. Ensure local mobile optimization makes it easy for users to find, contact, and purchase from you, enhancing customer experience and giving your business a leg up.
Conclusion
Local SEO empowers small businesses to compete with national brands in the digital marketplace. By adapting to local needs and search trends you’re in the right position to attract more customers.
Prioritizing local SEO involves attracting nearby customers by strategically focusing your time and resources. Implementing effective SEO strategies and investing in tools like a local SEO company to handle the social media marketing for your business can give you even better results and can make the most out of an advertising budget.
By understanding these elements, you’ll effectively use local SEO to compete with national brands and improve local search engine optimization for the benefit of your company. Contact us if you’d like to get started with a digital marketing agency today.
