Statistics continue to point to the considerable importance of local business digital marketing in the third decade of the 21st century. Did you know, for instance, that 76% of people who conduct a local search on their smartphone end up visiting a business within 24 hours, and that 28% of those searches lead to a purchase?
So, you’ll want yours to be the local business in your field receiving that custom. This in turn means you simply have to pay close attention to your brand’s link building, which is one of the key planks of a successful local search engine optimisation (SEO) approach.
A strong local link profile in particular will assist your firm in boosting local awareness, cultivating the most relevant local SEO traffic, and bolstering local authority. Here are a few ways you can develop those powerful local links.
1. Make good use of NAP citations
NAP stands for ‘Name, Address and Phone Number’, so as you might imagine, citations of this information are especially important for local SEO. Wherever these details are listed online for your business, that’s a NAP citation, so local directories such as Yell and Yelp can play a key role in improving your brand’s local link profile.
Google My Business (GMB) is another especially powerful place to submit your local business’s NAP, with Google matching whatever information you enter into your GMB profile with your website. And what could pack more punch for local SEO than a backlink from Google itself?
2. Work with local bloggers and influencers
Influencer marketing may seem to be very big business these days, but that doesn’t mean it’s only the big multinational corporations that can make use of it. Indeed, there will almost certainly be many bloggers and influencers based close to your business, working in particular niches and trusted by their audiences.
Perform Google searches that combine your business’s location and sector with terms like ‘blogger’, ‘influencer’ and ‘reviews’, and you’ll be able to start finding these people.
As for acquiring a link from them, the process might be little more complicated than simply contacting them. While some influencers may require you to pay a fee, others might provide an honest review in exchange for being able to use your products or services for free.
3. Entrench your connections with the local community
I studiously avoided using the word ‘links’ rather than ‘connections’ there to avoid confusion! Still, it’s true that links beget links. The likes of local church groups, business services providers, cultural groups and even the closest Chamber of Commerce could all be invaluable sources of local links to your site in 2020.
Although, again, making a direct request for a link could have some impact, in some cases, you might attract links more easily by writing a piece of news of relevance to your local community and sharing it with a local newspaper, or sponsoring local events.
While there are naturally many aspects of local business digital marketing that could serve your brand well in 2020, link building is one component that you shouldn’t overlook, or presume to be of relevance only to the big multinationals.
Call or email the PENNInk Productions team now, and we’ll be able to discuss and put into action the proven and ethical link-building strategies that could make all the difference for your firm this year.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.