In today’s digital age, understanding and leveraging local SEO is crucial for businesses aiming to enhance their visibility and attract customers within specific geographical areas. 

Anthony “Tony” Hadad, a digital marketing customer success expert, sheds light on this topic, guiding businesses on how to optimize their online presence and boost local engagement.

What is SEO?

SEO, or Search Engine Optimization, is the process of maximizing the number of visitors to a website by ensuring it appears high on the list of search engine results. Initially, SEO revolved around on-page keywords and metadata to help search engines categorize businesses accurately. However, the landscape has significantly evolved with the introduction of AI.

SEO Before and After Artificial Intelligence (AI)
Before AI

1. Keyword density and meta tags were pivotal for search engine rankings.

2. Emphasis was on the quantity of backlinks, leading to manipulative practices like link spamming.

After AI

1. Tools like Google’s RankBrain focus on user intent, enhancing search results by understanding the context behind queries.

2. Machine learning algorithms evaluate content relevance and quality through user engagement metrics, social signals, and semantic context, prioritizing natural language over keyword stuffing. Want to go down a SEO rabbit hole? This webpage is for you.

National vs. Local SEO

Here is a breakdown of what matters for national search vs local search. As regional businesses, dry cleaners will get the best results from local SEO strategies. 

National SEO
  1. The aim is broader visibility, so you want to use keywords relevant to a nationwide audience. Ideal for e-commerce sites and national brands.
  2. Use broad terms to reach a larger demographic rather than hyper-local terms, local references, etc.
  3. NAP (name, address, phone number ) consistency is less critical since you are not targeting your immediate geographical area.
Local SEO
  1. The focus is on local visibility so you want to optimize your business’s presence for specific geographical areas.
  2. NAP consistency is key. Ensures uniform Name, Address, and Phone Number across all online platforms.
  3. Use location-based keywords and accurate business information to drive foot traffic and engagement.
Your Google Business Profile

A Google Business Profile is indispensable for local SEO. It enhances visibility, credibility, and trustworthiness, all of which drive local traffic to your business. Key ways to optimize your profile include:

  1. Claim and Verify Your Profile: Make sure you are the “owner” of your GBP by claiming it with your credentials and being the sole manager who can make changes and edits to the information. 
  2. Confirm Business Information: Create consistency in your NAP, answer all of the relevant questions about services you offer, and craft an engaging business description.
  3. Add Photos and Videos: For best results, upload high-quality images with good lighting. Adding short videos can also attract more eyeballs to your listing.
  4. Grow and Manage Reviews: Ask satisfied customers to leave positive reviews and respond promptly to all feedback, positive or negative.
  5. Regular Updates and Posts: Keep your profile current with updates, special offers, and new services.
  6. Utilize Q&A Section: Regularly respond to customer questions and provide helpful information.
The Final Step: Online Reputation Management

By itself, local SEO will only get you so far. Online reputation management is a critical final step to increasing your business’s visibility and ensuring your customers have confidence in what they see.

What goes into reputation management? Simple – it’s all about feedback from customers. That means generating online reviews, managing responses, and mitigating negative feedback. This activity nurtures Google’s analysis of your business and provides helpful data points for SEO ranking. 

Do Reviews Really Impact Local Search?

The answer to this question is a strong YES. There are a few layers to consider:

  1. Positive reviews boost trust and credibility, especially for local businesses. More and more consumers depend on reviews when choosing whether to frequent a business. No or low numbers of reviews means a customer may be nervous to frequent your business.
  2. Local businesses should aim to land in the top three results on Google local searches (the “Local Pack”). Inclusion in the Local Pack is influenced by the quantity, recency, and diversity of reviews, alongside Google Business Profile details. 
  3. Being in the local pack significantly increases profile views and customer acquisition. I.e. reputation management makes a difference. 
Manual vs. Automated Reputation Management

How can a business engage in reputation management? There are two paths you can take.

Manual Management:

  1. Ask customers one-by-one to leave a review and respond to those reviews one-by-one. 
  2. This is time-consuming, less efficient, and less effective.

Automated Management:

  1. Utilizes AI and machine learning to streamline the process. Review requests are generated by a software solution that knows when to request a review and who to ask.
  2. Generates more reviews and faster response times.

For automated reputation management, choose a trusted partner that will allow you to build your reputation easily and organically. SMRT offers complete reputation management solutions through SMRT Reviews. Contact your sales rep or email marketing@smrtsystems.com for details.

Conclusion

To decode local SEO and put your business “on the map”, focus on optimizing your Google Business Profile and integrating automated digital reputation management. These strategies will not only enhance your local search visibility but also build trust and engagement with your customer base.

Embrace the power of AI and automation to stay ahead in the competitive digital landscape in 2024 and beyond!