Your business is one of many in the welding industry and distinguishing yourself from competitors is critical to growth. Digital marketing has changed how people collect information and interact with businesses. When challenged with a problem, many consumers turn to Google to search for answers. For a company to be competitive in a world full of search queries, it's vital that your business can be found through a search engine.
Local search marketing is the online promotion of a physical business where customers and business owners meet in person. This description applies to large chains and small businesses alike and falls under the local search category. If you meet customers directly through a service area or a storefront, you need a local search presence. Therefore, maximizing the number of potential customers that can find your business or the types of products or services you offer through a local Search Engine Optimization (SEO) plan is critical.
SEO for local businesses is beneficial because it allows a company to increase its likelihood of ranking higher on the Search Engine Results page. For example, for a welding business with a physical location that serves customers within a geographic service area, 'near me' searches make it much easier for prospective customers to find your business. "Over 50% of 'near me' searches result in a physical store visit" (Sullivan, 2018). Furthermore, mobile searches for 'near me' (such as "welding business" or "manufacturing company") have grown by over 250% YOY since 2017 (Think with Google, 2019).
Business owners can make it easier for other Businesses (B2B) and individual customers (B2C) to find them by taking a few simple, low-cost steps.
1. Make sure you have a Google My Business Account
A Google Business profile is a free listing that allows companies to post their business details, including locations, services offered, and products sold. When people search for nearby businesses on Google.com or Google Maps, they will see local search ads that feature your business locations. Once your business is set up through Google, ask customers to share a review online. Keeping reviews, your contact information and operating hours up-to-date improves potential customer experience and helps them find you online.
Sign up today, if you haven't already: https://www.google.com/intl/en_ca/business/
2. Post on Social and share on Google My Business
The content your business shares on social media is essential to Google. For example, sharing your companies Google My Business page on your social media channels can align your social media presence with your search plan.
3. NAP consistently (Name, Address, Phone)
Making things easy for people and search engines to find your business is critical to local search success. When setting this up, make sure your Name, Address, and Phone number are consistent with your website and any other digital channels you use to promote your business. Additionally, make sure your name, address and phone number are included as text on your website.
4. Be Mobile-friendly
Local search is most commonly conducted through a mobile device. Case in point, according to Statista, 61% of searches through google are done through a mobile device (Johnson, 2021). In addition, mobile users find directions to your business, search for contact info, and look for reviews. Therefore, it only makes sense to make sure your website is mobile-friendly if most local search comes through a smartphone.
Conclusion
Whether you're looking to work with another business or cater to an individual customer, local search helps the user find and connect with your business. In particular, "97% of people gather information about a local company online" (Nikolovska, 2019). Make sure your business is set up for local search, so you're the one being found when people search for 'welding company near me.'
References:
Johnson, J. (2021). Mobile Share of Search Traffic by Platform 2019. [online] Statista. Available at: https://www.statista.com/statistics/275814/mobile-share-of-organic-searc....
Nikolovska, H. (2019). 60+ SEO Statistics to Help You Rank #1 in 2021 - SEO Tribunal. [online] seotribunal.com. Available at: https://seotribunal.com/blog/stats-to-understand-seo/#local-seo-facts [Accessed 2 Mar. 2022].
Sullivan, L. (2018). “Near Me” Searches Don’t Need Keywords to Find Local Goods, Services. [online] www.mediapost.com. Available at: https://www.mediapost.com/publications/article/324140/near-me-searches-d....
Think with Google. (2019). Mobile Search Data for on Sale near Me. [online] Available at: https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/mobi... [Accessed 2 Mar. 2022].
