Canadian consumers are searching for, and finding, products and services through local searches on major search engines. This trend has lead to effective online marketing strategies that increase foot traffic for local businesses.
“When we asked marketers in the 2013 Marketing Sherpa SEO Marketing Benchmark Survey about which types of search had the biggest impact on their organization’s marketing objectives, local search was regarded as more successful than mobile search, personalized search or social search, with 54% of marketers reporting a positive impact,” stated Marketing Sherpa with the published results.
Local Search Optimization Tactics used by Marketers
The 2013 Marketing Sherpa SEO Marketing Benchmark statistics indicate the following local search engine optimization tactics are most popular amongst marketers:
- Local content on pages, blog posts, and page titles (82%)
- Local business address on webpages (77%)
- Local keywords and internal links (76%)
- Local search platform (such as Google Places for Business) (76%)
- Local keywords in external anchor text (59%)
- Listing submitted to Internet Yellow Pages (45%)
- Listing submitted to top directories (44%)
- Customer reviews posted prominently (42%)
- Local citation building (38%)
I would add local Social Media marketing to the list. Google+ profiles rank highly and optimizing your Google+ business page for local searching can pay off in a big way. Make sure you include your address, map link, phone number, business hours and website address. Other social media results can outrank your business page as well, such as posts mentioning your location. Check your privacy options on business social media accounts to ensure they’re visible to the general public.
Part of your success with localized search optimization will be in your keywords. This strategy goes above and beyond adding your city to your content. The geographic location should be integrated with popular search phrases related to your product or service.
Accounting firm in Surrey, British Columbia
Business card printing companies Toronto Ontario Canada
Where can I find bulk business supplies in Winnipeg?
You can get a good idea of what people are searching for in your community through keyword tools, like Google Adwords offers.
- Select “Phrase” on the left-hand menu
- Type in your word or phrase in the top “Find Keywords” section.
- Click “Advanced Options and Filters” and select “Canada”.
- The results will tell you about the general searches and local searches.
This example uses “website design Calgary”, which brings up results for that phrase and other close matches. We had to crop the width for display here, but you would find the general and local search data to the right of the keyword phrases.
Note: Google will soon replace the public keyword tool with one available within an AdWords account, but the concept is the same.
Local search optimization positions your web presence to serve your offline presence. It can also attract consumers to your eCommerce store if you have one. Local customers like the idea of being able to pick up or return items to local stores, for example, or they may be after lower shipping costs.
✔ You may also be interested in reading:
15 Easy Ways to Let Search Engines Know Your Business is Canadian
What are Pro Canadian Marketers up to in 2013/2014? (Statistics)
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