As a marketing manager or director, you’re likely always searching for methods to reach more potential customers. This is especially true in the B2B world, where building relationships and trust are crucial. One of the most effective ways to get your business in front of those seeking your products or services is through local SEO marketing. In simple terms, local SEO marketing is all about boosting your online presence so people in your geographic area find you easily when they search on Google, Bing, or other search engines.
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What is Local SEO?
Imagine a potential customer in Pittsburgh searching for “B2B marketing agencies.” If you’re a marketing agency in Pittsburgh, you want to be one of the first businesses they see, right? That’s where local SEO comes in. Local SEO focuses on improving your rankings in location-based searches, ensuring that when someone nearby looks for what you offer, your business shows up prominently.
Why Local SEO is Vital for B2B Businesses
You might think, “Well, B2B is different. We’re not a local pizza place.” While it’s true that B2B transactions often have a broader scope, neglecting local SEO can be a costly mistake. Think about it. Even B2B customers are located *somewhere*. When they need a service, chances are they’ll begin with a local search. Statistics clearly show the impact of local searches: a whopping 46% of all Google searches have “local intent,” according to Search Engine Roundtable.
RankRanger found that 29% of Google Search Engine Results Pages (SERPs) display a “local pack,” the box with the top three local business listings and a map. Google reported that 76% of people who use their phones to search for something local visit a store within a day. Clearly, capturing these local searchers is a golden opportunity for any B2B company, and that’s what local SEO is designed to do.
Key Components of Local SEO Marketing
There’s a lot that goes into effective local SEO marketing. Google considers various factors to determine local search rankings. Some of the critical elements are discussed in the next few sections.
Google Business Profile
Think of Google Business Profile as your business’s online storefront. Previously known as Google My Business, Google rebranded it to Google Business Profiles in 2021. This is where you provide essential information about your business: your name, address, phone number (NAP), hours of operation, website link, photos, and more. Google relies heavily on this information to match your business with relevant searches. This listing is what appears in the local SEO 3-pack results on Google Business Profile listings.
Making sure your Google Business Profile is completely filled out is extremely important. Local SEO marketing experts estimate that Google gives 33% of the ranking weight to a company’s Business Profile when it’s considering the order of the local pack. This profile directly influences whether or not people consider your business. Customers are more likely to pick a company that has clearly taken the time to provide all of its information.
You can improve your profile by being as specific as possible when choosing the categories for your business. Google gives you the ability to include a primary business category and then secondary business categories. For instance, if your main service is “B2B Marketing Agency” and you also offer website development and video production, include these as secondary categories. This allows you to rank for a broader range of relevant keywords. There are around 4,000 different GBP categories from which you can choose, though Google limits you to ten categories. Adding relevant categories helps you fine-tune your profile so it appeals to potential customers seeking those particular services.
Reviews Matter
Never underestimate the power of online reviews. Moz’s research revealed that positive reviews (particularly on your Google Business Profile) positively impact your ranking. Conversely, negative reviews can really hurt you. Think about how *you* make purchasing decisions. If you’re on the fence about choosing a business, you probably head to Google or Yelp to read some reviews.
A consistent stream of positive feedback from real customers builds trust. This makes people more likely to reach out and engage with you. Responding to reviews – positive *or* negative – can really set you apart from competitors. It shows customers that you value their opinions. Addressing negative feedback directly can mitigate the damage and provide insight to those who are checking you out online.
On-Page Optimization
If you think that only local businesses need a well-optimized website, think again. The foundation of all SEO is a well-structured and informative website. Even though Google has confirmed that higher rankings in organic results positively affect local rankings, you still need to optimize your website for local SEO. You can do this by using locally-relevant keywords throughout your content.
These keywords should appear in the:
- Title tag.
- Meta descriptions.
- Headers.
- Main content of your website pages.
Having specific location pages for each place where you conduct business is crucial. When crafting this content, use language that your target market will recognize. For instance, “B2B marketing consultant serving Allegheny County” is more impactful than just “marketing expert.”
Links and Citations
In the SEO world, links act as votes of confidence. When other reputable websites link to yours, it tells Google your site is authoritative and trustworthy. In the world of local SEO, there are two crucial types of links. First, there are backlinks, the traditional links from other sites to yours. Aim for backlinks from reputable websites in your area and related to your industry.
These can include:
- Universities (highly prized because .edu links generally have strong domain authority).
- Media sites.
- Trade associations.
There are many ways to build those links:
- Supporting or sponsoring events.
- Getting listed in relevant business directories (also referred to as “citations”).
- Submitting guest blog posts.
- Sharing stories with local publications.
- Forming local business partnerships.
Second, “citations” play a specific role in local SEO. These are mentions of your business information (NAP) on different online platforms, especially business directories like:
- Yelp.
- Bing Places.
- Apple Maps.
They work much like traditional backlinks: they reinforce the legitimacy of your business and build trust with Google. Keep your citations consistent with identical business name, address, and phone number across all sites. You can utilize online tools and local SEO services to ensure your listings are accurate. This will save you a ton of time compared to manually checking and updating each citation.
Mobile Optimization
If you are thinking mobile optimization isn’t relevant to your B2B website, think again. In today’s interconnected world, it’s not just B2C shoppers who rely on their smartphones. Sixty percent of all organic searches happen on mobile, meaning B2B buyers are browsing from their phones too. When they want information, directions to a meeting location, or need to find your contact info quickly, your mobile site is the first impression they have of you.
The content needs to be easily readable, your site’s speed should be lightning fast, and navigating should be intuitive, creating a user-friendly mobile experience. This shows Google (and your potential customers) that you’re invested in reaching them wherever they are.
Staying Ahead of the Curve
While the basics of local SEO remain consistent, the algorithms change frequently, with Google’s focus constantly evolving. Just like search results themselves are ever-changing, the methods for appearing higher up those listings are also ever-changing. Staying current about the factors Google values ensures you get the most out of your local SEO marketing strategy. Attending industry events, engaging with SEO blogs like Search Engine Land, and partnering with an experienced SEO agency are all ways to keep your local SEO efforts aligned with current best practices.
Utilizing SEO tools – many of them free – such as Google Keyword Planner gives you an advantage in your SEO game. Keyword Planner allows you to identify those relevant words people are using when searching online for a particular business or service. For example, if someone is searching for a tax accountant in a particular town, they will likely include the type of service needed (“tax accountant”), and either the name of the town or some sort of local modifier (like “near me”). By seeing how people are wording their searches, you can better tailor the content of your site, boosting the chance someone will land on yours while searching.
Along with that, many helpful business-building and business news sites, like HubSpot’s blog and newsletters and Google News help businesses (especially in the B2B sector) to identify current trends, research, analyses, and new approaches to help them gain ground on their competitors. This keeps you informed about new technologies and approaches so you’re more effective at promoting your products and services. The world of digital marketing never stands still and what works this year might be outdated or irrelevant next year.
You’re probably busy with day-to-day operations, which is why some choose to partner with an SEO agency like RedShift. An expert agency, especially one specializing in local SEO, can handle the complexities of optimization. They can provide valuable insight to help create a local SEO marketing strategy specific to your business type, goals, budget, location, and more. By combining proven strategies, monitoring performance, and keeping a constant pulse on changing algorithms, an SEO agency can ensure your B2B business thrives online. Just be sure to research several companies, asking for a portfolio and client references before making a final decision about who is right for your business.
Conclusion
For any B2B business serious about reaching more potential customers, a solid local SEO marketing strategy is not optional. By making your online presence stronger, you can reach those customers actively seeking your business locally.