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Local Listing Optimization – Pros & Cons

Local Listing Optimization

When is the last time you used a phone book, other than to prop open a door or lift your child in his/her booster seat?

Local listing optimization (LLO) is the practice of bringing in the new and trashing the old. By using various strategies, you can boost your business’ online local listing and increase sales.

Did you know, 59% of consumers use Google every month to locate a trusted local business? If you’re not using local listing optimization, your business is going to lose out to the competition.

With the proliferation of smartphones, tablets and now phablets, local search is so much more vital to the success of your business. With the soaring popularity of these devices, consumers now have the convenience of performing searches on the fly. This new wave of freedom puts relevant information into the consumer’s hands based on their exact location.

By utilizing local listing optimization, you ensure your business will appear high on search engine result pages (SERP’s) and turn these seekers into buyers.

The same is true for searches from someone, let’s say in Spain.

You may be asking yourself, why do I care about someone is Spain?

Here’s why: 30% of search engine queries contain a city, state or zip code.

Not every search is a local search for the location the person is, at that particular time.

People travel. If someone from Spain is traveling to your city, and looking for businesses “like” yours, you want them to find, “YOU”! Local listing optimization accomplishes this.

Whether or not your business is 100% locally or nationally focused there is a lot of opportunity in the local listing results. It's also one of the fastest ways (next to PPC) to rank your business on the first page of Google.

Unlike PPC, if you invest with a company that gets you onto the first page using local listing optimization, you'll most likely stay there for a long time, even if you discontinue their services.

What is Local Listing Optimization?

Local listing optimization is the process of using multiple channels, including directories, apps, and search engines to list your business, its description, and generate quality content that caters to the searches of the customers who are seeking your services.

Customer reviews are also a big factor. If you’ve done all the work online, but then let the customer down when they show up at your doorstep, you’ll feel it.

Like the old saying goes, “talk is cheap”.

Why LLO?

Unless you’re selling Kryptonite, there’s a pretty good chance you’re not the only one in town.

Think about how many banks, restaurants, dry cleaners, and electricians operate in your town. Everyone is clamoring for that special place atop the search rankings and if your site has been search engine optimized and your business has been local listing optimized, guess who’s going to get the most business?

In the physical world, real estate prices can cost millions of dollars, depending on your tastes. Online, the true cost of the coveted spot on google’s first page takes hard work, knowledge, and content your audience enjoys once they reach your page.

Pros of Local Listing Optimization:

  • Your results stand out on the results page.
  • It’s easy to get most businesses on the first page quickly.
  • You can show up on the first page, even if you don't have a website (Google Maps/Locations).
  • You are able to add information and photos to your local profile that might help convince someone to click through to your site and call.
  • Once you rank on the first page, you'll most likely stay there for years.

Cons of Local Listing Optimization:

  • If you are in a saturated niche (Scott Insurance), it can be difficult to succeed.
  • It's partially review driven, so you need to continually work to get reviews (good) from your customers.
  • Google looks for other sites that have your contact info. The more the better.
  • Unfortunately, if you move, you need to find ALL of the registered sites and update your info.
  • In most cases, you need a physical office to rank well. Home based businesses are more challenging to rank.

How Do We Help Someone With LLO?

We have tools that show us where your business is online. We can either give advice on how to do it yourself (it takes time) or we can do the local listing optimization for you.

We can also help people clean up all the listings that have been automatically created.

One of our clients had 15 different Yelp profiles for their 3 dental offices and 1 dentist. They had similar issues with Google. We worked with them to keep only the profiles they needed and got the rest removed or updated. It’s not just the things you do that impact your business. Other people can have adverse effects.

Having a website/blog is the first step in your online presence.

Making it visible is the most important step. Through proper search engine optimization, using keywords and applicable content, your site will begin to climb the rankings. Combining a local listing optimization campaign doubles those efforts and gets your name, your business and your product or service into the hands of anxious customers.

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Austin Coulson

Web Design and Internet Marketing have been passions of Austin’s for many years. While starting out by creating websites for himself, Austin ascertained many of the fundamentals and theory that constitute professional website development. Through networking and word-of-mouth, Austin soon began building and marketing websites for many different businesses and industries.

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