How to Stay Ahead of Your Competition in Local Search
Your next new customer is searching locally for a company to do business with. Will they find your business when searching? What can you do to improve your position in local search results?
We must first understand what a potential customer sees when conducting a search for a local business.
There are many ways a local searcher can find your business – the primary place being Google. Google local searches lead to a Local Search Engine Results Page (SERP). This SERP consists of three distinct areas.
Paid Ads: Guaranteed Results
Google Search Ads
Google Ads help get you in front of customers when they’re searching for businesses like yours on Google Search. Google keyword ads are the most common and effective way to reach searchers close to the buying stage.
Google is where people search for what to do, where to go and what to buy. Google Search Ads appear on Google at the very moment someone is looking for products or services like yours.
Extend to Google Map Ads
84 percent of consumers conduct local searches frequently – that’s a search for a physical business near them. And nearly a third of mobile searches are related to a business location.
Why location search matters
Three out of every four people who search for something nearby end up visiting a business within a day – and 28 percent of those searches result in a purchase.
If your business has a physical location it’s important that you make it ridiculously easy for people to find you when they pull out their smartphone to search for what you sell.
Connecting your ads to your Google My Business listing allows us to ensure your business is shown in Google map searches.
Only 2% of visitors take action on their first visit to a website. That means 98 out of 100 leave your site and may or may not return. If they are comparison shopping you against your competitor, whose site will they end back on to ultimately make a purchase?
Retargeting sets you apart from the competition and provides potential customers timely reminders about your business.
Increase ad conversion by retargeting to your existing audience
Retargeting influences web site visitors in such a powerful way that they are 70% more likely to convert than regular ads.
Extend to Search Network
Display Network ads are ads displayed on other websites across the internet According to Google, almost 3 million websites display ads in this way. Advertisers can use the Display Network to display ads on these websites.
Display Ads allow for broader exposure, and the cost per click is typically lower than regular keyword ads.
The visual component of display ads benefits your business by facilitating brand awareness – and since display ads are branded and styled, often with an offer, a user can gather information on your brand simply by seeing your display ad.
In addition to standard targeting capabilities, display advertising also allows for retargeting. With retargeting, you can put your ad in front of people who have previously visited your website.
Organic Listings: Free Traffic
Google My Business
Google My Business content now makes up 25% of the ranking factors Google refers to when deciding what business to show in organic local search results.
A complete, accurate, and consistently updated Google My Business profile is critical for every small business to succeed in free organic search.
Local listings, considered citations, are online references to your business’s name, address and phone number (NAP).
Google looks to your citations to help determine if they can trust your business. To be trusted, a business must ensure their information is listed, accurate, complete, and duplicate-free on the top listing sites and directories.
Though some industries depend on reviews more than others, every local business should have a strategy for encouraging customers to leave reviews on a variety of platforms.
The number of reviews you earn can directly impact local search rankings, while the positive and negative sentiments in those reviews can directly impact conversions and earnings.
Are you a Shoptoit customer looking to reach more new customers?
Schedule an ad review and our team will audit your campaigns and discuss areas of improvement with you.
Are you unsure how your business ranks in free organic search?
Use our free scan tool to see how Google ranks your business in local search.