How B2B marketers can make local search marketing shine
Have you seen the impact of developing a local search marketing strategy? There's strong evidence that it should be part of your marketing action plan for the remainder of the year if you haven't started yet. In the past few years, mobile search has taken up a larger chunk of the overall SEO pie, with 40 percent of search engine queries on smartphones and tablets involving local businesses in 2011 (1). This trend has continued and requires B2B marketers to make their online strategies stand out.
Why is it important? If a potential client is searching for information about a product or service your company provides and they are nearby, it's in your best interest to make sure they can find you easily. One of the most effective ways of enhancing local SEO is by investing in Google Places and Google Plus Local pages. This resource is second only to organic search in terms of providing strong return on investment and increasing both Web and phone call traffic (2).
Creating the Google Places page is the foundation and is fairly straightforward. Simply provide contact information for your business, as well as other essential facts that would help guide customers to your website or pick up the phone. In the meantime, be sure to you connect this page with your Google Plus Local site and optimize it based on SEO best practices, including keyword use.