3 Examples of Local Search by Businesses that are Doing it Right

In 2015, if you want to have a successful local SEO strategy, there are some things you need to know. For example:

1. Your Goals Inform your Campaign

Search engine optimization encompasses technical and creative elements to improve your rankings up the SERPs, drive traffic and increase awareness in the search engines. Therefore, to have a successful campaign, you should have a good idea of what your objectives for SEO are and how it will fit into your marketing mix.

For example, are you interested in traffic or are you interested in conversions you could track. Maybe you want to know how your content pieces are improving your ROI. The truth is: You can have all the traffic in the world but if it is not meeting one of your goals of SEO (conversion or education) then the traffic is not helping any purpose.

2. Tunnel Vision is Not Necessarily Advisable

In a post published on December 3, 2014, Mike Ramsey from Nifty Marketing talked about a click study test he ran through Usability Hub. The first study- “Salt Lake City Hotel” gave the following results of what people clicked on following a Google search for “Salt Lake City Hotel”.


The takeaway: Users click all over the place and while it is desirable to be number one on the SERPs, you also want to get clicks from your paid ad, local result and barnacle SEO efforts.

3. Don’t Spam

And finally, while Google is getting smarter and better everyday, some spammy tactics still work. Take the example below for instance.


Don’t do it. Instead, you want to rise above it and do things the right way. If you take shortcuts, sooner or later you will get penalized and it’s not worth the heartache.

3 Examples of Good Local Search


If you Google “best Harrisburg restaurants”, you would see that the upscale Mediterranean and Italian restaurant Bricco is the top result.


Is the food really good there? Sure! Going by the reviews and ratings of the place, Bricco offers a really great dining experience. But that’s not all. It is also listed on trusted and top-ranked sites such as TripAdvisor and Urbanspoon. In SEO, there is a marketing tactic referred to as “Barnacle SEO”.

In essence, just like the way barnacles attach themselves to whales’ skins, in Barnacle SEO, by attaching your name to top-ranked and trusted sites in your industry, you benefit from top rankings in the SERPs as well. This makes it very different for your competition to drown you out SEO-wise.

The takeaway: Do not underestimate the power of good “Barnacle SEO”. Get listed and maintain a good presence on review sites that are trusted in your industry.

Mr. Rooter

If you live in Greater Syracuse and you have a clogged toilet or a boiler that gave way, doing a Google search for “Plumbing Greater Syracuse” yields the following results page. In fact, you can perform a search for Greater Syracuse plus any other plumbing-related keyword combination and the results page will look, more or less, the same with Mr. Rooter as the top result.

Picture 4__1435638650_103.16.200.222

How did this happen, you may ask? Well, by now, you probably already have a sound understanding of how having your business listed in the right places can be very beneficial. So one reason why Mr. Rooter is at the top of the results page is that the business did what Bricco did. The other reason is that Mr. Rooter’s website is filled with useful, relevant and plumbing-optimized content.

The takeaway: Whether you run a franchise or a local business, having good, targeted and optimized content on your website is not an option. It’s a must.

VF Outlet

An American clothing corporation with stores all over the country, VF Outlet helps its customers find their way to local stores in many locations through a map locator feature on their website. Underneath the map, complete contact information for the local stores can be found. The thing to remember is that by itself, the map is not crawlable by Google. That’s why VF Outlet also lists out all their locations by city and state. This is very useful for both users of the website and the search engines.

The takeaway: Make the store locator feature on your website as human as possible. You can also take the game to the next level by creating an optimized page for each location.

Don’t Forget to Optimize your Google My Business Page

Aside from the three strategies discussed above to boost your local search, there are also things you can do to optimize your Google My Business page. For example, you want to make sure the name, address, and phone number you provide are accurate. Upload quality photos that compliment your business and represent what it really stands for. Equally important, have an active social media presence and if you receive a negative review, be graceful about it and respond to it with tact by apologizing or detailing an action plan to eliminate the concern addressed by the reviewer.

If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.


Leave a Reply