Blogging to Win the Local Search Results
Austin, Texas – https://www.localsurgemedia.com/
Let’s face facts. Most of your competitors in the local search results are already taking the following actions in order to earn their place:
- Encouraging customer reviews
- Obtaining local citations and links
- Optimizing their business profiles
- Optimizing their Google+ page
- Including their address and local phone number on their website
As a result, it can be hard to pull ahead of the competition, and you may find yourself moving up and down the search results. But there’s one thing most of your competitors probably aren’t doing, at least not consistently: blogging.
Why Should a Local Business Blog?
Blogging is typically perceived as a web activity for global and purely online businesses. What does a local business have to gain by blogging?
- Links from sources that wouldn’t otherwise link to you
- User activity and interaction that encourages reviews and other quality signals used by the local search algorithms
- A draw for interaction on Google+ Local
- A way to keep customers and influencers thinking about your brand during times when they don’t need your products or services
- Appeals to the “freshness” algorithms in Google’s repertoire
- Allows you site to show up in Blog Search as well as regular and local search
- Gives you a platform to build relationships with other bloggers who can link to you and promote you on social media
- Allows you to be proactive, not reactive, with PR
- Makes it simpler to get involved in social media efforts
The best part is, since most of the competition isn’t blogging, it’s fairly easy to pull ahead as long as you stay consistent and keep the quality levels high.
How to Stay Interesting
The mistake that most businesses make when they start blogging is they end up using it as a company diary. A company blog shouldn’t be used to announce sales and company news. It should be used to attract attention from potential customers and influencers who can spread the word.
Rather than blogging about your company or your products, it’s better to blog about subjects that will appeal to the type of customers you have. For example, if you sell jewelry, you will have more success if you blog about fashion, dating, and relationships than if you simply blog about gems and necklaces.
In other words, a blog is a media outlet, and should be treated as a product in and of itself. Think of yourself like a magazine or newspaper, only you have the advantage of owning all the advertising space.
You can spice things up by interviewing other bloggers, opening the site up to guest posts from good authors, working with graphic designers and photographers, and relying on sources outside the web for your material.