The point of digital marketing is to convert users searching online into viable leads for your business. There are multiple search engines, advertising spaces, mobile applications and more that use the internet to connect people with services and destinations they are searching for. Today, we want to find exactly what we are looking for in the fastest, most convenient way. If you are only focused on your website, you may be missing vital opportunities.
Google’s Pigeon algorithm update, which was released July of 2014 gave more credit to local maps, as well as directory sites such as Yelp. People using Maps and users searching on the Web now see similar results for local queries. You may have noticed some Yelp listings now ranking above your business’s website. Now that more and more people are typing terms straight into Google Maps to find the closest result, is your listing following the best practices to convert these to leads? Here are some tips to follow to get the most of your digital marketing:
Make sure all of your phone numbers and addresses match across the web. The more trusted sites that have your address and phone number listed correctly, the more beneficial it is for your business. All of your citations should be consistent across each platform, meaning the same business name, address, and phone number (NAP).
Additionally, make sure your Google Local or Google Plus page is verified and linked correctly to your website. This gives anyone searching on maps the opportunity to check out your site for credibility.
See how close you are to the Google Maps city center marker. Google automatically assigns a default center location to each city. If you are trying to target the whole city, the closer you are to center, the more relevant you will be.
Put your key services and products in your Business Title. Don’t overstuff your keywords, however having 2-5 terms here will help anyone typing that term into Google Maps to find your business. The proper title tags are critical to your local success. Broad search terms use IP targeting, determining user location in relation to the results. Provide all the relevant information, such as city and state, payment options for customers, business hours, and more.
Ask customers for and monitor your reviews on Google Plus and Yelp. Maps automatically show users your Yelp reviews when found in a search. This helps new visitors determine whether to utilize your services or skip on to the next business. It’s natural to have some unfavorable reviews, but if you respond to them professionally and immediately, it builds your credibility to other users.
Keep in mind that some people use Google Earth over Google Maps. Adding a KML file and a Geo sitemap to your website will help these users find you as well.
Having an excellent SEO strategy isn’t only about your website. There are many other ways people are searching for products and services and you don’t want to leave anything on the table. Making sure your directory listings, Google Plus/Places, and Yelp reviews are up to date will guarantee new users can locate you. It takes time to set everything up for success, but remember that this is an ongoing process. You need to keep listings accurate, monitor reviews, and stay on top of Google updates to help your business thrive.