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Posted by Matt Osborn - 20 April, 2018

A Guide to Local SEO for B2B Companies.

Creating an online presence is often associated with the desire to reach global audiences, and your SEO efforts are naturally affected by this mindset. However, what happens when you need to find the nearest pet-friendly café to set up a meeting with your client? Or if you want to hire a catering company for your next business event? Chances are, if you’re in London, you won’t be hiring or perusing through catering listings in Hong Kong. 

In fact, Google has picked up a growing trend among its users – 46% of all Google searches are local, and with a tendency to become even more prevalent. Add to that the fact that 78% of local mobile searches end up in a purchase the very same day, and you have all the incentive you need to start thinking local in terms of your SEO strategy. This trend is no different for B2B companies, and if you are looking to grow your customer base, boosting your local presence will play a pivotal role in your efforts.

Local-specific content

Discovering what your local audience prefers to learn about and which language they use when searching for content should shape your content strategy from the get-go. Focus on audience segmentation to create your typical reader personas and adjust your website content and social media posts accordingly.

In addition to writing for your own website, create a network of trusted bloggers, influencers, and experts in your niche, with whom you can establish a long-term relationship. You can guest-post on their websites, link back to their content, and keep up with local trends, news, and events. Organizing a charity, celebrating an anniversary, and similar local occasions can all be a perfect opportunity to create some buzz online and invite potential clients to join the cause. 

Back to basics – your legal details

Most business owners underestimate the power of their branding essentials, from their company name to the details such as their address, phone and domain name. However, this has little to do with your customers, who are perfectly able to find your address if they are genuinely interested in visiting your office. These details matter for the search engines to verify your existence on multiple levels, so your on-site information needs to stay consistent in every aspect.

That is why it’s crucial that you start with your company registration, choose the domain name, and company name to keep your brand presentation consistent. Then move on to making your NAP listings (your name, address, and phone number) uniform on all of your websites, social media sites, and business citations. That way, every search engine will recognize you as a valid, trustworthy legal entity and make sure you come up in the top search results for those looking for your services. 

Make your business known 

Once you have covered the basics, you can pass on your details to other valid business directories that will confirm your existence and boost your reputation in the eyes of search engines and your potential clients. You can consider various platforms, such as Bing, Google My Business, Yelp, and similar websites where you sometimes have opportunities to receive reviews.

The more your company name appears online, the greater your chances of earning the trust of search engines to improve your ranking. Keep in mind that when you add more physical addresses to your contact details, you also need to use the same format on every website and your own contact page. What your customers may recognize as the variety of the same address Google will treat like an inconsistency that can plummet your ranking. 

Reviews are all the rage

While we’re on the subject of reviews, these snippets of your customers’ opinions can make a world of a difference in increasing your popularity online. They are the lifeblood of your business because when someone confirms your existence and adds a positive connotation to it, Google and other search engines are much more likely to offer you as the top choice for the next person who comes looking for your services.

For example, Google + reviews enable your potential clients to see your ratings the moment you show on in their search results, while they can read more on sites such as Yelp. Brace yourself for negative comments as well, but use them to improve your business operations and create a conversation with your customers.

Send the right social signals 

Many SEO experts will instantly tell you that search engines such as Google don’t rely on social signals directly to rank your business. While this is true, your social media activity still has a profound impact on how well your business will rank, and how your customers will perceive your brand. 

Social media reviews are the number-one place for many people to check before making their purchase decision. The same goes for doing business – they will tap into their social circles and see who among their associates puts their own trust in your hands. The more positive reviews you receive on social networks, even through word-of-mouth and private communication, the greater your chances of boosting your rankings, and ultimately, your business.

To help your local SEO, try using the local citation list below:

NAP B2B Local Citations for businesses

Emma Millers local SEOAbout the Author: Emma is a digital marketer and blogger from Sydney. After getting a marketing degree she started working with Australian startups on business and marketing development. Emma writes for many relevant, industry related online publications and does a job of an Executive Editor at Bizzmark blog and a guest lecturer at Melbourne University. Interested in marketing, startups and latest business trends.

Topics: B2B eCommerce, Sales & Marketing, B2B Marketing

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