(800) 689-1273
Facebook Twitter Youtube Linkedin
Prospect Genius logo

Prospect Genius

Menu
Log In
You are here: Home / Archives for Blog / Tips and Tricks

Want to Dominate Local Search Results? Here's One Thing You Need

Last Updated: March 14, 2017

You want to be one of the first local businesses people see when they search for products or services you offer. Obviously, you know that to be prominent and visible in local search results, you need placement on Google Maps. So, it makes sense that you would start your online marketing efforts with a Google Maps listing for your business.
There are a lot of reasons to believe Google Maps and a handful of other sites (namely Yelp and Facebook) are all you need to be visible on a local level. After all, those are the platforms that show up most often in local search results, and they’re the platforms many people turn to when looking for info on local businesses. However, don’t be fooled into thinking you can skate by with just a few online listings and nothing else. In reality, your local visibility largely depends on having a website.
In today’s post, we’ll look at how so many local business owners mistakenly believe they don’t need a website. Then, we’ll explain why websites remain vital to your presence in local search results.

Google Intensifies Focus on Local Search Results

First, let’s get some background on the importance of local search. In the last year or two, Google has been making significant user experience advancements to make on-the-go searching easier. As you may have heard, Google has been tailoring its search algorithm to cater to the rapid increase in smartphone usage.
This push to deliver a better search experience for mobile users is also what’s causing Google to prioritize local businesses. The logic: Most people search for local businesses on their smartphones because a) they’re on the go and want to find the nearest place quickly; or b) they want to call a business as soon as they find one that meets their needs.
As Google wants to make finding local businesses easier, it’s developing Google My Business pages that can act as fully functional landing pages. They contain photos, contact information, customer reviews, and even company status updates. Google even goes as far as directly asking users to submit photos and confirm addresses of businesses they’ve visited in order to flesh out these listings. In short, Google wants users to get all the info they need about a business as soon as they find it in search results, effectively eliminating the need for users to stray from Google’s search results page.

Social Media Joins the Local Search Party

Seeking to cater to their users’ smartphone habits, many social media channels, namely Facebook and Instagram, also have dedicated pages for local businesses. They function similarly to Google My Business pages in that they are essentially landing pages. They contain the business’s contact info, reviews, photos, and status updates. The end result is similar to Google’s: Users can find nearby businesses relevant to their interests without having to open a different app.

But You Can’t Rank in Local Search Results Without a Website

All of this emphasis on mobile and local search demonstrates why having a location-targeted web presence is more important than ever. However, many business owners misinterpret this trend and incorrectly believe all they need is a few listings and/or profiles on a handful of platforms. Unfortunately, that’s not how local search works.
If you want your business’s Google listing to appear in local searches, then you need to have a website. And not just any website, but a well optimized one at that.
Why? Because, as Marcus Miller of Search Engine Land reports, on-page SEO is still the number-one ranking factor in local searches. What do we mean by “on-page SEO”? It’s just a technical term for all of the content optimization on your website. You know, things like relevant keywords and images, well written content, appropriate headers and page titles, and so on. Your business needs a website with all of these elements in order to develop the kind of authority that will make Google want to feature it in search results. 

Your Website Boosts Your Local Search Presence

The fact that SEO is the number-one factor in local ranking doesn’t mean your social media pages and Google My Business listings aren’t important. Customer reviews, social buzz, and matching business information (like service categories and contact details) all contribute to your local rankings, too. Plus, those pages and listings serve an important function by providing users with easy-to-access info about your business.
In fact, it’s not uncommon for users to see a local Google listing in the search results, get all the info they need from that listing, and call or visit that business without ever clicking on the business’s website.
Ideally, your goal is to dominate local search so this exact scenario plays out and generates lots of business for you. However, in order for that to happen, you need the potent SEO juice that only a website can provide. It may sound counterintuitive (“Really? I need a website just to power my Google listing?”), but if you’re serious about wanting local visibility online, a website is not optional.

How You Can Use Word of Mouth to Edge Out the Competition

Last Updated: March 9, 2017

Does it feel like David vs. Goliath out there for your small business?
Big companies may be able to outspend you on ad campaigns and merchandising, but there are areas where ad spend has no power. One such area is word of mouth. Glowing reviews and personal referrals are just as good as—if not better than—any marketing money can buy. As long as you consistently deliver satisfying products and/or services, there will inevitably be some chatter about you. Your customers will mention you in conversation and may even give your name when asked for a referral.
In other words, big companies may have a leg up on spending, but no one has a monopoly on customer satisfaction.
Here’s how you can leverage word of mouth and give your small business the competitive edge it needs.

Online Reviews Are the New Word of Mouth

It’s easy to spread word of mouth through the digital grapevine. With the prominence of online communities like Facebook, Yelp, HomeAdvisor, Angie’s List, and even Google Maps, word travels fast.
Online, word of mouth exists in the form of customer reviews. You can establish your brand reputation just by delivering a memorable experience that customers will want to write about.

READ: How to Get More Customer Reviews Just by Asking for Them

Whether they’re on your social media pages or your directory listings, customer reviews are like word of mouth from strangers. In fact, a recent study revealed that 84% of people trust online reviews as much as recommendations from their friends. So if you’re a small business owner, all you have to do is wow your customers and ask them to leave you reviews online. The reviews will speak for themselves, as long as you have enough of them.
Here are some tricks to help you get started on collecting enough customer reviews:

  • Use an on-page feedback form or button right on your website.
  • Ask the customer directly during your interactions, and mention which site (e.g. Facebook, Yelp, etc.) you prefer them to use.
  • Send reminders in follow-up e-mails and even invoices.
  • Offer incentives for leaving a review, like coupons or small freebies.

Old-Fashioned Word of Mouth Still Works, Too

While the dynamics of social media and online interactions change, people are still the same. They still want to hear from friends and family—people they trust—about their personal recommendations.
For instance, when looking for a team to install new windows, they’ll probably first turn to anyone they know who recently had a home renovation. Failing that, they’ll probably use Facebook, a virtual megaphone, to shout from the rooftop and ask for all of their online friends’ recommendations. Think about it: You’ve probably seen at least one friend on Facebook do that this week.
At the same time, people are often looking out for each other. If they recently had a positive experience with any business from a roofing contractor to a new restaurant in town, they’re likely to speak up if they think one of their friends or family members would appreciate it, too.
However, you can further encourage them to speak up by directly asking for referrals. Here are some of our suggestions:

  • Ask customers at the beginning of your working relationship so they unconsciously keep an eye out for things they like about you.
  • Offer referral bonuses and incentives, like giving customers a discount on their next purchase when they refer a friend.
  • Surprise customers with unexpected freebies and other perks that keep them happy and wanting to gush about you.
  • Make referrals easy by providing customers with a clear form to fill out. Minimizing guesswork or confusion will make them much more likely to follow through with a referral.

A Positive Experience Is Invaluable

Ultimately, leaving customers with a positive experience and a good impression is the best way to build your reputation.
Susan Ward of The Balance offers a simple guideline:

To get good word of mouth building about your small business, think about what makes up a pleasant customer experience in your case and make sure that all the elements that would contribute to such an experience are in their best shape.

When it comes to word of mouth, there’s no substitute for customer satisfaction. You’ll have the edge over the big guys by giving your customers the personal care, friendly service, and attention to detail only a small business can provide. Use this to your advantage! Give them an experience they’ll be raving about. 

How Blogs Help Your SEO More Than You Think

Last Updated: February 24, 2017

You already understand the fundamental purpose of blogs: to share information and ideas with your audience. But there’s a more practical reason to blog, too. Evidence shows well maintained and updated blogs can actually strengthen your SEO and improve your rankings over time.

Blogs, Keywords, and SEO

Stephanie LeVonne explains the SEO benefits of a blog in her recent article on Search Engine Land, “Will My Organic Rankings Suffer If I Don’t Have a Blog?”
According to LeVonne, a blog is a useful tool for expanding your content so you can cast a wider net for popular keywords. For example, if you’re an appliance repair company, you can use your blog to cover topics specifically related to appliance malfunctions, as well as tangential topics like household cleaning techniques and kitchen renovations. Just make sure you choose topics you know your target audience will be interested in. By covering brand-specific topics and loosely related topics in equal measure, you’ll increase your keyword base all around.
LeVonne also points out that, beyond keywords, blogs boost your SEO score on the merits of fresh content creation alone:

As an added benefit, an influx of fresh content requires Google to regularly crawl and index your site, and fresh content is a consideration when Google ranks your page in search results.

Blogs Help Sales

Of course, the ultimate goal of SEO is to create more brand awareness and increase sales.
Blog posts help you achieve this by giving you more content and making it possible for you to appear more often in the search engine results pages (SERPs). As a result, you’ll increase your click-through rate. Obviously, driving more traffic to your site is the first step in educating prospective customers about your company. And, as LeVonne notes, your audience enters the sales conversion funnel the minute they start reading your blog—before they even realize they might want to make a purchase down the road. Soon, your readers could become paying customers.
To sum up, blogs:

  • Give you more topics to draw in a wider range of prospective customers.
  • Improve your SEO and Google rankings thanks to more keywords and fresher content.
  • Put more prospective customers into your sales funnel.

If you haven’t created a blog on your website yet, how much more convincing do you need?
Be sure to read Stephanie LeVonne’s full article for more details, strategies, and helpful suggestions!

HomeAdvisor Isn't Doing Enough for Your Web Presence

Last Updated: February 16, 2017

Are you one of the countless small business owners who pay a directory like HomeAdvisor, Angie’s List, or Thumbtack? We don’t blame you. When you’re actively using them, paid directory services can be super helpful in producing leads for your company.
Because you’re getting leads on a somewhat regular basis, some business owners make the mistake of only using a directory. They never end up investing in any other form of web presence, like their own website. Unfortunately, not owning any type of permanent platform for your business outside of a paid directory is a bad move.
One listing that’s essentially a landing page is simply not enough to sustain your business’s online marketing needs. Here’s why.

There’s No Other Way to Find You

If your HomeAdvisor listing is the only place someone can find you online, then you’re literally paying for any lead coming from the web. It’s fine to pay for customers who discover your business for the first time on the directory. But what about those customers who already know about you? They google your business name to find your website, but all they can find is your HomeAdvisor listing. So they call you via your listing, and you end up paying for this lead—a lead you would have gotten on your own anyway.
Doesn’t it make more sense to have a permanent place (your own website) where people can find you outside of that one directory? Otherwise, you’ll be stuck paying for all of your leads until whenever you end your enrollment—which begs the question: Then what?

You’re Stranded If You Quit

When you end your working relationship with an online directory, one of two things will happen:

  • The directory takes down your listing, OR
  • The directory leaves your listing up

Neither of these scenarios is great if your paid directory listing is your business’s only online platform. If your listing is taken down completely, then there won’t be a trace of your business anywhere online. Obviously, this is a problem because you want prospective customers to be able to find you when they’re searching for your services.
On the other hand, if the directory leaves your listing up, then your business will continue to attract prospective customers. However, because you no longer pay for the directory’s services, leads from your listing won’t actually come to you anymore. Instead, they’ll be forwarded straight to your local competitors. This is an extension of the typical directory model, which is to send incoming leads to multiple businesses at the same time and essentially have them compete for the job. So if you end your program and are no longer paying for leads, the directory will just forward your leads to other businesses in the same location and category as you. The only difference is that you no longer get the opportunity to compete for the job!
To sum it up: When a paid directory service is your only web presence, and then you eventually quit that program, you’re left with no presence at all or one that only helps your competitors.

Your Own Website Gives You Control

We want to be clear: There’s nothing wrong with using a paid directory service like Angie’s List, HomeAdvisor, Porch, and so on. Lots of businesses have great success with these types of services.
However, you must have your own website outside of the directory service. Owning a website means you have full control over all the information you put out there. Plus, you don’t need to pay anyone else for leads that come from basic Google searches for your services and/or business name.
Additionally, a website allows you to branch out and expand your online marketing to other, free directories like Yelp, Foursquare, Citysearch, Google Places, and Bing Local. You can link to your own website from your listings on these directories and increase your overall web visibility that way.
The bottom line? Don’t put all of your eggs in the paid directory basket. Make sure you own your web presence outside of paid directory services so you can control your own destiny.

How Local Search Empowers Small Businesses to Compete

Last Updated: February 9, 2017

How can a small business like yours compete with big brands? Four words: Focus on local search.
The fact that you operate on a local level can be your biggest strength in the battle against large corporations. Many big names rank nationally in organic search results; however, they don’t necessarily have the upper hand when it comes to local search. So if you leverage local search the right way, you can stay competitive with larger brands and come out on top. Here’s what you need to know.

Local Search May Be Replacing Organic

First of all, what do we mean by “organic search” and “local search”? Maybe you’ve seen these terms tossed around but you aren’t quite clear on what they mean. Here’s the gist, without putting you to sleep:

Organic search gives you results based solely on their relevance to your search terms. The opposite of organic search is paid search, which promotes paid advertisements that match your search terms. Learn more about organic vs. paid search here.

Local search, on the other hand, is a search that targets places in a specific location. On Google, you’ll see local results on the first search results page in what’s called a “local pack,” which shows a nearby map and several local businesses. Local searches can also be done on Google Maps itself.

Historically, organic search has been the cornerstone of search engine optimization (SEO). However, organic search rankings are now slipping in value. In 2016, the top two organic search results received, on average, only 25% of the clicks on search results pages, as compared to more than 50% in 2006.
This trend is significant, and it makes sense. Typically, when people are on the hunt for a nearby store, restaurant, or service provider, they’re not looking at organic results. Instead, they’re perusing local Google listings to see which businesses fit their needs, have good reviews from past customers, and are closer in proximity. The days of people walking down the street and exploring their neighborhoods for good businesses are, by and large, over. Now, people do a quick search before they leave home so they know exactly where to go.

Mobile Devices Are a Strong Force in Local Search

The uptick in local searches applies to people who are looking for local businesses on the go, as well. Instead of wasting time driving around aimlessly when looking for the closest gas station or coffee shop, they search their phones to find the nearest one.
As Jayson DeMers writes for Forbes,

In general, I suspect local search will rise in importance, and more local businesses will step up to take advantage of this. Mobile technology will become even more mobile with wearable devices and similar technologies, and cumulatively, user preference toward local results will grow. As most “local” businesses are small- to mid-sized businesses, these trends will work in their favor.

Here, DeMers draws a clear parallel between local and mobile. And it’s supported by Google’s own data, which shows that an entire one-third of all mobile searches are for local places. With more people using their mobile devices for local searches on the go, your small business’s Google Maps listing is increasingly likely to become visible.

Optimize Your Local Search Listings

Here’s the main takeaway for you: Corporations don’t have the monopoly on proximity anymore. Local search is a more democratic platform than organic search, giving small businesses a fair shot at appearing in local results—so long as your local listings are optimized.
Here are some ideas for making your Google listing as strong as possible:

And if you need any guidance on local search strategies, please don’t hesitate to reach out! Prospect Genius is always happy to help. Good luck!

Sign up for our newsletter!

Join our mailing list and receive regular updates on how to effectively market your small business, along with exclusive service promotions.
Please enable JavaScript in your browser to complete this form.