Claim Your Location
The shredding industry is highly dependent on local business. Your shred trucks can only drive so far in a day which makes having a well-defined service area incredibly important. You want to produce leads from businesses and residences in your region.
It does a business in California no good to be receiving leads from people in Texas or New York. For this reason, local search rankings are critical for every shredding business.
If your website ranks high on a local search result page, your business is bound to gain more shredding jobs within your community.
Rank higher and you’ll get more leads: it is a simple idea but can be difficult to attain if you don’t know what steps to take to improve your rankings. Before we get into specific tactics, let’s take a deeper look at local search and how websites are ranked.
There are billions of local searches on Google every single month. Even smaller search engines such as Bing or Yahoo get millions of local searches a month. In fact, four out of five people use search engines to find a local service.
Half of the local searches done on a smartphone result in that person visiting the store within a day and 18% of those searches led to purchases within a day. Google has compiled this data on an infographic and you can see all the information here.
It is clear local search is on the rise and search engines have realized this too. Google has become smarter: the company learned very quickly the high demand for reliable local search. Over the years, they have adjusted their algorithm to recognize when someone is searching for a local service provider.
Nowadays, you don’t even need to include a geographic term such as city or zip code for Google to grasp that you are looking for a local service.
But the real question is: how does Google rank websites on these local searches? There are three types of results on just about every result page. At the top, you find the paid results; beneath the paid, you see organic results; and below the organic, you find the local results. Paid results are obviously the sites that have paid to be ranked at the very top.
Organic results are the sites generated from an algorithm that only factors in relevance, not any local information. Local results are the sites returned for containing geographic keywords consistent with the region of the searcher. From this information, we can deduce that to improve your local rankings you either need to do paid search, make your site appear more relevant to the search engine, or localize your site.
With that being said, let’s start to discuss some tactics your company can use to show up in your city. There are four techniques we will be considering: local listings, social media, costumer reviews, and localizing content.
This tactic has been discussed before, but it is important enough to address again. As mentioned earlier, to improve your organic results your business needs to appear relevant to Google. The way your business does this is by building citations which are often in the form of a local listing.
You want your business to be listed in as many directories as possible as well as have local business pages such as Google+ Local or Bing Places. It is critical all these citations have the same name, address, and phone number: consistent listings will make Google trust your site.
The key to local listings is making them consistent and having multiple of them, only then will Google consider your business legitimate and potentially rank it higher.
It is important to remember when using social media that your followers are not looking for a sales pitch. The purpose of social media is to communicate with members of your local community. Social media sites should engage your followers by asking them their opinions on the business and making them feel relevant and important to the business.
However, it is unwise to be on every single social media site out there. You should focus in on the social media sites that costumers in your local area are using. Run a survey on the people in your area to gage what social media they prefer and invest your time and money on those sites.
For detailed information on how to effectively use specific social media sites like Facebook and Twitter, check this website out.
Not only can costumer reviews help build the reputation of your business, they also have the potential to improve your local rankings. Acquiring reviews may be tough but there are simple ways to get customer feedback. You just have to be careful not to break a review sites guidelines by soliciting reviews. Yelp is the strictest about this but most sites do not have a policy against asking for reviews.
Ways to get more reviews include but are not limited to: posting links on your website to the review pages for your business or sending a follow up email to your costumers asking for their feedback and linking to places where they can post a review. Never post fake reviews or hire a group to post fake reviews for you.
Remember, having a few legitimate reviews will benefit your business more than posting a plethora of fake reviews. If possible though, obtaining reviews on multiple sites has the potential to improve your site rankings. It is also important to post reviews on sites relevant to the shredding industry. Find the sites your competitors are posting reviews and try to get reviews for your company on those sites as well.
The final tactic you can implement is localizing your website. The local results that make up a large portion of a search result page are determined by geographic keywords. Therefore, it is necessary that your website contains lots of local content: include plenty of references to local landmarks, events, important buildings, and other information only a local would know.
A search engine will see these geographic terms and recognize you are in fact a legitimate local business. And as discussed many times before, if Google considers your business credible, it will likely rank it higher.
Local search is an essential part of a successful marketing strategy. If your business takes the time to implement the tactics mentioned in this article, it has the potential to improve its local search rankings. If you would like more great advice on local search, check out the Moz Local Learning Center.