Local (Owned Media)
When searching for a restaurant, a repair shop, or a retailer — do you use a maps platform? You’re not alone, nearly half of all Google searches are for local information. What’s more, third-quarters of those people (who search for something nearby) visit that business within a day. If your business isn’t showing up on these platforms, you’re leaving customers and in-store revenue on the table.
Local search engine optimisation (SEO) is the key to growing in-store foot traffic and business growth. By optimising platforms like Google Business Profiles and Bing Places, your business can stand out from the competition and reach more customers. We have spent years refining strategies that deliver measurable results for local businesses. Here’s how to get started.
Why Search Engines Are Vital for Local Businesses
When people search for businesses in their area, search engines like Google and Bing use three primary factors to determine which businesses to show: relevance, distance, and prominence.
- Relevance ensures your business matches what a customer is searching for. For example, if someone searches for “vegan café”, your listing should clearly mention vegan options in your description and menu.
- Distance prioritises businesses physically close to the searcher. For example, a café two blocks away may rank higher than one 10 kilometres away.
- Prominence highlights businesses with a strong online presence, including reviews, photos, and accurate information.
Failing to optimise your local search presence means missing out on potential customers who are actively looking for what you offer. However, with the right strategies, you can climb the local rankings and connect with these high-intent customers.
Mastering Google Business Profiles for Better Rankings
Google Business Profiles (GBP) are the cornerstone of local SEO. Think of your GBP as your digital storefront, a place where customers can find everything they need about your business in one convenient spot.
Claim and Set Up Your Profile
To get started, claim your GBP via https://business.google.com/. Add accurate business details, including your name, address, and phone number (often called NAP information). Don’t forget to verify your profile, this step is crucial to ensure your business shows up in local searches and Google Maps.
Optimise Your Profile for Visibility
Once your profile is verified, optimisation is key. Businesses with high-quality photos receive more requests for driving directions, so upload real images that showcase your products, storefront (exterior), and store interior. Keep your business hours updated, and respond to customer reviews promptly to build trust and engagement.
Use Insights to Track and Improve
Google’s Insights tool offers valuable data on how customers interact with your profile. For instance, if Insights show most customers find you through Google Maps, focus on adding location-based keywords in your profile description. Use these insights to refine your strategy and maximise engagement.
Unlocking the Power of Bing Places for Local Search
While Google dominates the search engine landscape, Bing is an underrated but valuable platform, capturing a decent percentage of search traffic. Bing users can also be more engaged, making Bing Places an essential addition to your local SEO toolkit.
Why Bing Matters
Bing’s audience may be smaller, but its users tend to spend more time on websites and convert at higher rates. With Bing’s integration of AI tools like Copilot, its importance is set to grow, making optimisation a smart long-term investment.
Set Up and Optimise Your Bing Places Listing
Claim or create your listing on Bing Places. Add accurate business details, including service areas and a precise map pin to help customers find you easily. Enhance your listing with relevant photos of your store and products.
Leverage Reviews and Categories
Encourage customers to leave reviews on platforms like Yelp or Facebook, as Bing pulls reviews from these sources to build your profile’s credibility. Choose categories that align with your services to ensure Bing’s algorithm understands your offerings and ranks you accordingly.
Keeping Your Business Profile in Top Shape
SEO isn’t a one-and-done effort, it’s an ongoing process. Regularly update your business profiles with new photos, accurate hours, and respond to customer reviews. Experiment with adding seasonal promotions or product highlights to keep your profile dynamic and engaging.
Don’t forget to track your progress. Tools like UTM codes and analytics platforms can provide insights into how customers find you and where your efforts are paying off. By staying proactive, you’ll maintain your competitive edge and continue attracting customers.
Let’s Take Your Local SEO to the Next Level
Your customers are searching for businesses like yours on maps. By optimising your Google Business Profile and Bing Places listing, you can boost your visibility, earn customer trust, and drive real-world results.
We have helped many businesses thrive in the local search landscape. Contact Bliss Agency to ensure your business gets noticed and start your journey to local success with today.
