To win at local search marketing, start by setting up a Google My Business profile and treating it like a digital billboard for your name, phone number, website URL, and services. Google weighs those signals when ranking local results, so the profile needs to be accurate and kept current. Pair that profile with local keyword research and consistent business listings to drive calls, foot traffic, and leads.

Why a Google My Business profile matters

A Google My Business profile displays your name, phone number, website URL, and services directly in search results. Google uses those factors to determine your ranking, so get the most out of the profile by keeping every field accurate and up to date. You can also build backlinks through guest blogging to raise your domain authority and strengthen the listing.

Keep your NAP consistent across every platform

NAP stands for name, address, and phone number. Make sure this information is consistent across all platforms, including your website. Inconsistencies could confuse customers and cost revenue. Run an audit of all business listings on multiple platforms, using free tools such as the one Google provides. The audit reveals discrepancies, and once mistakes are flagged, the NAP can be corrected.

Do local search marketing on a regular basis

The key is having valuable content on the website and creating more content around local search. Keyword research is a critical component: look at monthly search volumes and user intent to find keywords that drive traffic, then run research by location using free tools like Google Keyword Planner. A site with valuable content attracts more local customers and lifts brand rankings on Google.

Use call tracking with a local area code

Call tracking with a local area code lets website visitors call a local phone number so every call source can be tracked. The feature is useful for businesses with more than one location, such as a storefront or multiple branches. Many people also argue that a local phone number in the Google Business Profile makes the listing look more professional and may boost ranking in search results.

Combine content, local keywords, and schema

Local search marketing combines a variety of strategies to raise visibility on Google. Content marketing spreads awareness of the business and its expertise while local keywords carry that message to the right audience. The approach tends to be cost-effective compared to traditional advertising and has been proven to drive a high amount of traffic when done properly. Google uses the same ranking algorithm as for traditional search, so geo-targeted maps help the listing appear in local results. Businesses with more than one location can optimize local SEO for each site using Google’s Local Business Schema, which gives search engines better local information. Multi-location optimization can be tricky, but when done properly it can drive significant revenue boosts.

Who benefits from local search marketing

Local search marketing works for businesses of all sizes. A small personal blog can use it as a marketing tool, while a large business can run a comprehensive, targeted local advertising campaign. The method reaches a wider audience and can lift sales without the expense and hassle of traditional advertising. For businesses in the Los Angeles area, local search marketing is a strong way to get the name out there.

Related coverage

• How to Use Local Search Marketing to Boost Traffic to Your Website
• Local Search Engine Optimization – How to Optimize Your Website for Local Searches