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<p>With dynamic changes in technology, online marketing has evolved with time. In today’s world, a business can only survive when it not only has a well-designed webpage but also a strong digital visibility.</p>
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<p>When it comes to visibility there is only one answer to it; Search Engine Optimization \.(SEO). SEO is a tool -+]</p>
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<p>/+used by the digital marketer to position their webpage on top of search results. However, to fully grasp the concept of SEO one should first understand the difference between SEO and local SEO. =p;[/</p>
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<h3>SEO vs Local SEO</h3>
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<p>As SEO ensures your website is placed well on top to generate more web clicks, local SEO directs that web traffic to a physical store, while both focus on improving search rankings and creating more leads for the business, a major difference is in its target audience. The former makes business visible on a global scale whereas the latter allows you to connect with local searchers. So, measures employed in both the techniques are quite similar except some specialized tools are used in local SEO to connect with local searchers of the territory.</p>
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<p>Now that one knows the difference between SEO and Local SEO it is upon the marketer to decide which strategy to choose for their business that can generate maximum returns.</p>
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<h3>Get started with Local Search</h3>
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<p>Once the marketer has decided which SEO to go forward with, it is important for him/her to understand the basics of it. In the digital world, everything starts and comes down to a business’s online presence; its website.</p>
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<h4>Foundation of Online Marketing-Website</h4>
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<p>A Website is an online content created by a business to interact with its prospects. Since there are 4.3 billion google searchers available online, according to a&nbsp;<a href="https://datareportal.com/reports/digital-2021-april-global-statshot" target="_blank" rel="noreferrer noopener">Digital 2021 report by Simon Kemp</a>, a website is known to be one of the most crucial customer contacts for the marketer.</p>
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<p>From its appeal to navigation, a business website should be designed in a way that it communicates the business purpose to the relevant audience. For that, the marketer needs to know its target audience; what graphics, fonts, content, and tone would resonate with them the most.</p>
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<p>While the marketer looks after the style and structure of the website, tech experts will determine which web technologies and internet applications to use in it to make it easy and fast to navigate. It is essential that the website not only delivers information about the brand to prospects but also is quick enough to respond to user requests. In a fast-moving world, users have a lot of options available online to browse from. As discovered by&nbsp;<a href="https://neilpatel.com/blog/loading-time/" target="_blank" rel="noreferrer noopener">Kissmetric study</a>&nbsp;40% of users will abandon a slow-moving website, thus making website designing and navigation a stepping stone in converting prospects into customers.</p>
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<h4>Magic of Keywords</h4>
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<p>Whether it's Local SEO or traditional SEO, the use of right keywords on your webpage will bring a business on top of organic search results. Keywords are words that the user types in the search bar for browsing. Marketers with the help of trained experts would recognize these words and try to use them on their webpage so it’s easier for Google to trace the page and show it in search.</p>
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<p>It’s also important to note that the use of keywords in your web content should not be forced. It should be used effectively to fit in the content organically. Many marketers even use search tools online which show how frequently a phrase or word has been used so it’s easier to track the overuse or underuse of any keyword.</p>
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<h4>It’s Important to Be Accurate- Nap Consistency</h4>
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<p>Having accurate and up-to-date information on all business listings; webpage, social media, and google business account, is essential for local SEO. If any information available digitally is inaccurate it could lead to a loss of interest from a prospect creating a bad first impression of the brand. NAP’s full form is name, address, and phone number- basically, all essential information which needs to be up to date and consistent among every channel. It can affect your local SEO ranking as different addresses or phone numbers could be treated as different businesses by search engines thus confusing which one is authentic and which isn’t. With consistent information, the search engine would be confident enough to show business information on top of search results.</p>
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<h4>Get People Talking About You-Google Reviews</h4>
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<p>Online purchase is highly influenced by online reviews of the brand and product. It is estimated that around 93% of people make a purchase after reading its reviews online. Hence, it is suggested that businesses should highlight their positive reviews to increase the local ranking of their website. To gain customer trust, it is vital to even showcase the metrics which portray enriching customer experience like satisfaction rate, average time spent on the page, clickthrough rate, and users who visit their website more than once. Moreover, responding back to customer feedback and incorporating it to make improvements in business will assure customers that they are valued, thus making them your loyal customers.</p>
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<h4>Digital Marketing</h4>
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<p>Digital marketing is all about connecting with your target audience with engaging content. This could be done either by being on top of search on google or creating engaging content on a webpage or google business account.&nbsp;</p>
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<p>Whenever a business interacts with their prospect on any online touch point it would be considered as digital marketing. So, businesses need to have a cohesive message-consistent tone, style, and purpose of the brand- at every touchpoint to ensure the brand is being retained in the prospect’s mind. This whole process is called 360 Marketing where the integrated campaign of a focused message is spread across multiple customer channels.</p>
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<h4>Be present and visible on Google- Business Account</h4>
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<p>Having a web presence is not enough. Before visiting a website, users often search for the business on Google maps to check the location. As per&nbsp;<a href="https://www.brightlocal.com/research/google-my-business-insights-study/" target="_blank" rel="noreferrer noopener">2019 local bright study</a>, on average businesses receive 943 Search views and 317 Map views each month.</p>
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<p>It is of utmost importance that businesses set an active google business account where locally focused content should be posted weekly to stay up to date with the intended audience. Localized content on the google business account can get more views, clicks, and actions as a result, improving business presence online.</p>
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<h4>Being on every touchpoint-Use of Social Media</h4>
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<p>Even though presence on social media doesn’t affect SEO directly, however, it does help to build a strong brand that has visibility on multiple touch points. Nowadays, even Facebook and Instagram provide shop options and Ads Manager to manage their brand on social media. Also, the chat option is available on social media platforms allowing two-way communication between customers and businesses.</p>
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