One of the key components to succeeding online as a local business is improving your local ranking on Google. But what exactly does that mean? In short, it’s the practice of optimising your online presence to attract more business from relevant local searches.
At BeKonstructive Marketing, we are a Brisbane digital marketing agency who understand the unique challenges faced by small and medium-sized businesses in the digital landscape. Standing out among local competitors can be a complex task, at any moment, but especially in the digital space.
Whether you’re a retailer, or running a café, an improved local Google ranking helps your business appear in geographically relevant search results, connecting you with the customers right at your doorstep. This step-by-step guide equips you with strategies and insights tailored to enhance your local visibility, paving the way for growth and success in your community.
1. Optimise Your Google Business Profile
An optimised Google Business Profile (GBP) is a cornerstone of local SEO, because it controls how you appear in the ‘local pack’.
- The ‘local pack’ is the section of a Google search page that includes a map with businesses dotted on the map – so that the user can see the proximity of the business to their current location.
- The local pack is usually the top set of search results for any keyword or phrase that contains a location – like ‘Brisbane copywriting agency’, or ‘Bowen Hills acupuncture’.
By claiming and verifying your listing, and then optimising that listing by filling in all relevant details, you are increasing your chances of appearing in the local pack for any location-based search that is relevant to your products and services.
Optimising your GBP requires more than just claiming the listing and filling in your contact details. It should take you 2-3 hours to completely fill in your GBP as you need to add in:
- All of your contact details including address, email, phone number, opening hours, as well as information about on-site parking, how to get there etc.
- Fill in the products / services area with as much detail as possible – the more detail you include, the more opportunities you have to include keywords. And if you have the keyword someone is searching for listed in your GBP, that improves the likelihood of ranking.
- Load imagery – photos of your premises, photos of your products, photos of your team. The more, the better. Google prioritises well maintained listings – so if you have taken the time to fill yours out, and your competitors only have the bare minimum on theirs – you have a better chance of ranking.
- Regularly update your GMB profile with posts and offers to keep it fresh and engaging, while also signalling to Google that you are committed to boosting your profile. There is a ‘post’ option – use it at least twice a month to share updates with searchers, like new products, current deals, or special offers.
- Encourage your customers to leave Google reviews and respond to them, especially any that have a question or concern featured in the text.
There are some criteria that Google looks at when determining which businesses it will feature in the local pack. And while some of those criteria are out of your control – like proximity of your business to the person who is searching – a lot of them are pulled from the content and information in your Google Business Profile. So optimising yours may be the difference between being featured in the top 4 or hidden behind the ‘see more’ button.
2. Acquire High-Quality Backlinks
Backlinks, particularly from local sources, can significantly impact your local Google ranking. Backlinks are when other websites external to your own link back to your site, usually by referencing it as being a great choice within your chosen field.
Start by identifying potential partners like local bloggers, community websites, or businesses related to your industry. You can also collaborate with local influencers, especially those who align with your business’s particular brand values.
Remember: quality matters more than quantity. One backlink from a respected source is worth more than several from questionable sites. Consistently monitor and evaluate your backlinks to ensure they remain valuable for the growth of your local Google ranking.
3. Engage a Professional SEO Team
Hiring professional SEO services in Brisbane can accelerate your local ranking improvement in this city. Experts in local SEO understand the nuances of the surrounding market and will be able to make strategic decisions that greatly benefit the visibility of your site.
Here are some of the main ways local SEO services can give your business the boost it has been looking for:
- Keyword Research: Focus on relevant local terms that resonate with your audience.
- On-page SEO: Optimise meta titles, descriptions, and incorporate local keywords.
- Off-page SEO: Engage in local link-building strategies.
- Technical SEO: Ensure your site loads quickly and is mobile-friendly.
- Local SEO services will tailor strategies specific to your business, enhancing your visibility in local search.
With all of these strategies working together, you will see some big changes and improvements taking place as your business shoots up the local rankings.
4. Create High-Quality Local Content
High-quality, locally relevant content is pivotal to your business cutting through the noise and standing out in Google’s rankings. Regularly producing quality, engaging, and insightful content that appeals to your local audience, such as blogs about nearby events or guides to local attractions, will go a long way towards getting you the results you have been looking for.
As a company who offers content marketing services for a range of clients, including those who are also in Brisbane, we continually write articles that speak directly to their unique needs. And no matter what type of service you provide, you should be aiming to do the same.
Engage with local social media groups and forums to promote your content and always strive for authenticity, as this builds trust between your brand and your local audience.
5. Encourage Customer Reviews
Reviews influence both potential customers and Google’s perception of your business. Actively encourage satisfied customers to leave positive reviews on various platforms, including Google. Responding to reviews, including negative ones, demonstrating that you value customer feedback and that you are continually working to deliver the best service possible.
Monitor your reviews, and consider implementing a review management system if necessary. Engaging with reviews builds your brand’s credibility and fosters a loyal local customer base that Google will look upon favourably.
Contact BeKonstructive Marketing
At BeKonstructive Marketing, we love nothing more than helping local businesses stand out. If you need help boosting your local Google rankings, then contact us today so we can start your journey to the top.
