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Improving Your Business’s Local Visibility

Updated: Apr 11

Improving your local visibility is a key aspect of marketing your small business. Local visibility in marketing refers how well your business is seen and found by potential customers in the local area. We've put together a list of ways you can improve your visibility:


What is SEO?


SEO stands for Search Engine Optimization. It's the practice of improving the quality and quantity of website traffic coming from organic search results on search engines like Google, Bing, and Yandex. In simpler terms, it's about making your website more visible and relevant to the searches people are conducting online.


Here's how it works:


Imagine someone typing a question or keyword into a search engine

  • Search Engine Algorithms: These complex algorithms process billions of webpages to determine which websites are most relevant to the search query.

  • Ranking Factors: They consider various factors like the website's content, keywords, user experience, and backlinks to rank websites in the search results pages (SERPs).

  • SEO Optimization: Your goal is to optimize your website based on these ranking factors so it appears higher in SERPs for relevant searches.

Benefits of Good SEO

  • Increased website traffic: More people find and visit your website organically.

  • Higher brand awareness: You become more visible in the online world.

  • Improved lead generation: Attract potential customers looking for your products or services.

  • Cost-effective marketing: Organic traffic is free, unlike paid advertising.

  • Better user experience: Optimizing your website also improves its usability and accessibility.

Overview of Key SEO Activities

  • Keyword research: Identifying relevant keywords people use to search for your offerings.

  • On-page optimization: Optimizing your website content, titles, meta descriptions, and structure for keywords.

  • Technical SEO: Ensuring your website is crawlable and mobile-friendly.

  • Link building: Acquiring backlinks from high-quality websites to your website.

  • Content marketing: Creating valuable and informative content that attracts and engages your target audience.

  • Local SEO: Optimizing your website for local searches if you have a brick-and-mortar presence. (See below)



Optimize for Local Business SEO


  • Set up a Google Business Profile (see below)

  • Get listed in local directories (see below)

  • Create high-quality content (blogs, articles, videos, infographics) that is relevant to potential customers in your local area.

  • Run social media ads that are targeted locals.

  • Use local keywords throughout your website and online presence.

  • Build backlinks from other websites in your local area. Backlinks are links from other websites to your own. The more backlinks you have, the higher your website will rank in search results.

  • Get involved in your local community. This could include sponsoring local events, donating to local charities, or partnering with other local businesses.

Use Google My Business (Google Business Profile)


Google My Business is a free tool that allows you to manage how your business appears on Google Search and Maps. By creating a Google My Business profile, you can make your business more visible to people searching for your products or services in your area.


How to Set Up a Google Business Profile


  • Go to the Google Business Profile website. (https://www.google.com/business/)

  • Sign in to your Google account. If you don't have a Google account, you can create one for free.

  • Click the Manage now button.

  • Enter the name and address of your business.

  • Select your business category.

  • Choose whether you have a physical location that customers can visit.

  • Enter your business contact information, such as your phone number and website.

  • Verify your business. Google will send you a postcard with a verification code. Once you receive the postcard, enter the code on the Google Business Profile website.

Get Listed in Local Directories


Local directories are online listings of businesses in a specific area. By getting your business listed in these directories, you can increase your local visibility and make it easier for people in your area to find your business.


How to Use Local Directories for Marketing


  • Choose the Right Directories - There are many local directories available, so it's important to choose the ones that are most relevant to your business. Consider directories that are popular in your area, as well as those that are relevant to your industry.

  • Provide Accurate Information - When listing your business, make sure to provide accurate and up-to-date information. This includes your business name, address, phone number, website, and hours of operation.

  • Encourage Reviews - Reviews can play a big role in a consumer's decision-making process. Encourage your customers to leave reviews on your local directory listings to help build trust and credibility.


Remember, the key to successful local marketing is to understand your local audience and tailor your marketing strategies to meet their needs.


A group of marketers putting together a strategy with the words "Elevate My Marketing"


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