Local SEO or local search engine optimization relates to all the search marketing efforts that go into improving a brand’s visibility among local customers at the time when they are looking for them. Optimizing for local search drives relevant and motivated traffic towards your business, increasing the chances of conversion.
An infographic by GoGulf shares that 46 percent of all searches on Google features a local intent.
The modern digital customer is increasingly relying on the internet to learn about a business. 97 percent of prospective customers go online to look for or learn about a local business. What’s more? 88 percent of customers who have searched online for a local business will either call or visit the business within a day. In other words, local SEO has the potential to take the customer closer to making a purchase decision.
As a result, local SEO is one of the top marketing strategies used by brick-and-mortars and multi-location firms like flooring businesses. In fact, if you offer rubber surfacing solutions, local SEO can ensure your business ranks #1 in your area, thus attracting relevant local customers, boosting conversions, and building a strong reputation.
Here’s how local SEO can help you take your flooring business to the next level.
1. Improves Your Discoverability
Just having an attractive website and blog isn’t enough. Your business needs to be visible to your local audience. Optimizing for local search SEO can help establish the name and expertise of your flooring business, diverting customers to your shop or website.
When a prospect searches for a business, Google’s local search algorithm uses the proximity factor (takes your business location into account) to offer the most relevant results. So, if a customer looks for ‘rubber surfacing firms,’ Google will offer them a list of businesses near their geographic location, either in the local map pack or the standard Google organic search listings.
That’s what a local pack looks like! Who wouldn’t want to see their business being featured in this space!
Local SEO is a fitting answer to the cluttered flooring domain. It’s what will differentiate you from your competition. Local SEO can get you in Google’s prime spot, thus boosting your visibility and conversions.
2. Improves Brand Visibility on Mobile Internet
Though this point is related to the previous one, it deserves a separate mention. The increasing smartphone penetration has triggered the growth of mobile search. In the US alone, people spend 3 hours and 43 minutes a day on mobile devices. 69 percent of US adults use their phones to learn about a brand even before they visit the store.
As a result, you cannot afford to ignore the importance of improving your visibility on the mobile internet. Also, 78 percent of location-based mobile searches result in an offline purchase. Local SEO can help you dominate local search and improve your market share in the flooring segment.
3. Builds a Strong Reputation
Local SEO lands your business among the top search results. This naturally positions your brand as a better option than your competitors, earning you a good reputation in the industry.
Further, the flooring industry has long relied on word-of-mouth marketing. This word of mouth can be used to optimize your business at a local level. Happy customers sharing honest and positive reviews about your brand adds a feather to your cap as these ratings appear in the search engine results page (SERP) too.
Remember, 97 percent of customers read online reviews for local businesses before making a decision. That’s how important optimizing your site for local search is!
4. Offers Excellent Return on Investment
Local SEO doesn’t cost much; yet, offers great returns in comparison to the traditional advertising channels. Most online business directories like Google My Business and Bing Places for Business allow you to claim your listing for free. Claiming your listing on these search engines increases your chances of ranking high in the search results.
Simply put, local SEO is a one-time investment for long-term returns. Once your flooring business starts ranking, you hardly have to spend anything and you’ll keep attracting leads for free.
Local SEO is a must-have weapon in your marketing arsenal as it will help you target relevant customers in and around your geographic area. Read on to learn how you can use it to your advantage.
Optimizing Your Flooring Business for Local Search
1. Claim Your Business on GMB
A Google My Business (GMB) account is a free tool that lets you connect with your target customers. Visit the GMB site and create an account by entering the relevant information concerning your business.
Next, make sure you fill in the business description, working hours, contact details, business category, and other details accurately. Add quick reservation URLs and frequently asked questions and answers to improve your chances of landing in Google’s local pack.
Check out how Rubcorp, the US-based rubber-surfacing expert, has created an accurate, fully-complete, guideline-abiding GMB listing, allowing customers to find them with ease.
2. Create Local Citations
Creating local listings on well-known website directories will inform Google that your business is reputed and trustworthy, improving your chances of landing in the local pack listing. Make sure you create a listing on online directories like Yelp for Business, Manta, and Citysearch.
That’s how a local citation would look!
3. Keep the NAP Consistent
The name, address, and phone number (NAP) of your business should be accurate and consistent throughout all your business listings. Google’s algorithms will check your listings for NAP inconsistencies and that can negatively impact your online credibility and trustworthiness.
Use Moz Local to check the NAP consistency for all your listings.
4. Don’t Just Gather Reviews, Respond to Them!
Customer reviews are a critical ranking signal for local SEO, telling Google that your business is authentic and worth trusting. Further, as shared earlier in this post, customers trust online reviews and recommendations more than anything else. Therefore, encourage your customers to share online reviews and rate your business.
Not just this, it is important to respond to every review, regardless of whether it’s positive, negative, or neutral. This shows that you care about your customers’ opinions and work towards solving their problems.
5. Optimize for Local Keywords
Local keywords relate to the location of your business. They are of two types –
- The ‘near me’ keyword will look like ‘the business type’ + ‘near me’
For instance, ‘rubber surfacing dealer near me’
- The generic location keyword has the location name mentioned.
For instance, ‘rubber surfacing dealer in Texas’
Keyword research tools like Ubersuggest and KWFinder to find the most relevant keywords that have high search volume, low search difficulty, and high cost per click (CPC).
Now that you have your local keywords in place, it’s time to create good-quality content that’s garnished with them.
6. Create Local Content
Whether you operate from a single or multiple locations, it makes sense to create location-specific content pages. This will not just can help you connect with the local audience but also allow you to include local keywords, thereby improving your local ranking.
Further, sharing authoritative local content on your blog is a great way to demonstrate your expertise in the surfacing field and convince Google of your trustworthiness.
Finally, also focus on getting some local backlinks from influential sites and local directories. This can skyrocket your ranking.
7. Pay Attention to Your Site’s UX
Everything we do within the sphere on online marketing has to revolve around the user, and local SEO is no exception to this. Search engines don’t just offer relevant search results to people. They are also constantly studying user behavior and determining whether or not your website is offering them a great experience.
This makes UX an important part of SEO. Here are a few points worth considering.
- Pay attention to your site’s navigation. This is what will help visitors find the information they are looking for with ease and keep them engaged on your pages.
- Improve your site speed. People hate waiting for pages to load and may leave your site. You don’t want that!
- Make sure your site is mobile optimized. Focus on building a responsive website.
- Work with an SEO-friendly design. Optimize your title tag and meta descriptions to help Google to better understand your pages. Add image tags to improve your site’s readability. Incorporate a call to action to help visitors take the next step.
The flooring domain is cluttered with a plethora of brands, each claiming to be better than the other. Traditionally, this segment has depended on word-of-mouth marketing to strengthen its reputation and generate leads. However, the digital customer relies on local search to make an informed decision. This makes local SEO critical for flooring and rubber surfacing businesses.
Use the local SEO tips shared above to help your customers find you at a local level, build your online influence, and boost profits.