More companies utilize local search as a way to get their brand image out there and accessible to users researching the company online. The marketing strategy has made a significant impact on how businesses are viewed on search engines. Local search helps companies garner more interested leads and build a presence in their immediate communities, but there are several factors to take into account. One of the most important aspects is an increasingly essential social media presence.
Search Engine Land says customers are interacting on search engines and social media sites, so it's important to have a presence on both. However, social SEO is becoming a large part of website optimization. As companies look to rank higher on searches, they need to make sure they maintain a consistent and reputable presence on social platforms and engage viewers. The more people who interact with the brand and share its content across the web, the more legitimate the website looks to search engines.
In order to keep ranking high on local Google searches, ClickZ says to constantly generate new and relevant content on social sites. It's poor marketing if profiles aren't populated with the latest, most interesting information.