We recently discussed the important role that local businesses play in the local community. As members of the community ourselves, it is a topic close to our hearts, but from our perspective as an SEO company in New York, the opposite is equally true – local customers are as important to businesses as local businesses are to customers.
In this age of global marketing, it is easy to assume that a business in New York needs customized content marketing services in New York in terms of delivering content that is relevant to the local community, and localized tools such as custom logo design and copywriting services that will resonate with New Yorkers. All this is true, but it only tells part of the story.
Google might seem like the last tool on earth you would need when targeting local customers. After all, it is one of the biggest companies on the planet and has global reach. Yet one of Google’s most popular tools is also, by necessity, it’s most localized. We have all used Google Maps to zoom in from space onto our city, our street, even our backyard. Let’s find out how we can use the tool to see how an SEO Company in New York can focus a digital marketing campaign with the same precision.
The Google 3-pack can make an enormous difference when it comes to attracting local business. These are the three businesses that appear at the top of the search listing on Google, with a map alongside them to show where they are in relation to the searcher.
The trick is to make sure your business is in one of those coveted top spots. So how can you do so? On the face of it, you might think that optimization is impractical, as it is purely dependent on the searcher being in your neighborhood. This is true, but if you operate in a competitive market with more than two competitors in the area, you will still need to work hard to get ahead of the rest. In this respect, it is not so different to improving your search ranking on a regular results page, and an SEO company in New York, Chicago, Los Angeles or anywhere else will follow similar strategies to get your business ranking higher and into that top three.
How does Google choose the 3-Pack?
Anyone who has read our Guide to SEO will already have a good idea as to the answer to that question. Google will analyze thousands of web pages in terms of relevance to the search query and authority. In addition, it will look at the physical address of the company relative to the location of the searcher.
So does that mean all you have to do is follow the usual rules for SEO and be in the right place at the right time? Not exactly. The following measures will boost your chances of appearing in the top three more often than not:
- Ensure your Google+ Local page is up to date and that all the fields are completed.
- Encourage customers and visitors to leave reviews on your Google+ account – positive reviews are clearly visible on the 3-pack so will boost traffic anyway.
- Check that all your web listings are consistent in terms of contacts, address details and so on.
- Local links are great for local businesses, and make your physical location more “obvious” – so get involved in community events, join the local chamber of commerce and so on to make it clear that you are part of the community.
- Use social media to establish your community presence and to build a reputation as a business that is an important part of the neighborhood.
Staying local in the global age
We often think of the digital age as being synonymous with breaking down state and international boundaries. That’s true to an extent, but never forget the importance of the local community to both residents and businesses. Even a company the size of Google recognizes that, and it can help your business enhance its local presence in the global age. If you’re looking for an SEO company in New York to help your small business appear at the top, give us a call today. 516-883-3851