Understanding the Power of Social Media in Local SEO

By on July 26, 2019

The decision-making process of your customers is getting more nuanced every day. We no longer simply peruse a website and compare and contrast offers. We’ll visit forums, review sites that specialize in a certain industry, we’ll ask our friends and family who share our interests to see if they’ve used your brand before, and most importantly, we’ll head to your social media profiles to check out what real people are saying about your products. Reviews, comments, your responses, and many other ways in which your brand exists and interacts on social networks shape our decision to buy or not to buy.

Add to that, search engine optimization is becoming equally intricate, and the need to localize your business is becoming more relevant every day. So, do these two segments of your marketing strategy intertwine and can they help your overall brand presence grow? The short answer would certainly be affirmative, but it takes know-how and skill to use your social media channels to serve your local SEO efforts. Let’s take a closer look at how the two work together and what you can do to maximize your social media presence to boost your local rankings.

Select the right platforms

With dozens of social networks already in use, and many more popping up on a regular basis, it’s difficult to imagine a single brand building a notable, memorable presence on every single one of them, and continuously so. What you need to do is make sure you know where your target customers spend their digital time and which social networks are used mostly in the region where your business operates.

Choose social media that is the most influential in your local community and that will help you garner the most relevant, local web traffic. Look to your competitors to see where they’ve managed to develop the most engagement, and you can follow in their footsteps. Finally, make sure to integrate your social media presence with the rest of your digital strategy. So, every email you send out, every website page you have with your contact details – add those social media buttons to help your visitors find you with greater ease.

And don’t forget, local review sites help put you on the map. Yelp, Foursquare, and similar networks have been designed with the idea to give your brand a true, locally-specific image and reputation. Use them to your advantage!

Encourage user-generated content

Content is one of the most essential pieces of your SEO puzzle, as it helps you rank better, grow your brand’s authority, improve your reputation, and increase customer engagement, among many other things. But when you want to narrow down your presence and rank better in your region, especially a competitive one, then your content is the first to reflect that effort to target a local audience. So, if almost 80% of the population in the Gold Coast uses Facebook actively, you want them to be on your side when posting reviews on your brand on this network – and their reviews, comments, and other forms of engagement are bound to inspire trust in other residents as well.

In such a scenario, devising a specific strategy to boost SEO in the Gold Coast would require targeting a popular social network and using content that this local audience prefers to see on said social platforms. Even more so, you need to encourage them to post reviews, join debates, ask relevant questions, and give them advice they can use every day to make your brand a part of their local life. That way, your SEO results will reflect your presence in that community.

Information consistency matters

Have you paid attention to your online data distribution? What happens when those Google crawlers come across your NAP information (name, address, and phone number) on different platforms, and those social networks included? If they by any chance find inconsistencies, they’ll tag your business as less trustworthy than those of your competitors who have made sure their data is consistently presented across the web.

Your customers will be equally confused, so make sure that your NAP information is presented in the same manner everywhere on the web – and especially on social networks.

Working with local influencers

What you do on social media certainly doesn’t stay on social media alone. In fact, it spreads like wildfire and it can either make or break your brand reputation in a matter of hours. Now, you can use this to your advantage, especially when it comes to building your brand’s authority with the help of powerful links and expanding your brand presence. As it turns out, authority links are one of the most effective local SEO factors that affect your ranking, hence the need to remember that your social activity in the right circles can enhance your authority across the Web, as well.

In addition to implementing locally relevant keywords and phrases, using hashtags to elevate your presence within local search queries, you also need to work with local influencers who will expand your reach. Your links on their social pages and websites alike will skyrocket your credibility in the eyes of search engines as well as their followers.

There’s never a dull moment in the world of social media or SEO. If you’re looking to boost your presence in the online world and especially in front of your local crowd, make sure to merge the two segments of your marketing to help them work in unison and increase your success over time.

About Keith Coppersmith

Keith is a business consultant with experience in numerous small businesses and startups. He is a regular contributor at Bizzmarkblog.com, he enjoys sharing advice on both traditional and digital marketing.
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