Getting to the top of a relevant Google search is what marketers and companies strive for, even though it can be very difficult. Google dominates our daily lives with over 8.5 billion searches per day, making it the ultimate hotspot for consumers. Its location-specific and rich results provide a go-to tool for almost everything, from buying tickets and finding products to vetting services, getting weather updates and checking if a store is open. In this section, we’ll discuss 10 actionable strategies for your local business to leverage this search engine for free.

1. List Your Business on Google

Boosting your local business online is as easy as listing your company on Google. Start by adding your brand to Google My Business (GMB) for free. These profiles enable your business to feature on Google Maps and local search results. This informs Google about your business account, provides it with relevant information and links and drives more free traffic your way. 

Having more directory listings on your website can also improve your search engine optimization (SEO) prospects. While they may not be the same as backlinks, they are just as vital. If you’re not already on Google’s business platform, this should be a top priority. 

2. Optimize Your Google Business Profile

When creating a business listing on GMB, make the most of your time. Just like on social media platforms, optimizing your profile is important. Start by brainstorming a clear and concise business name, with appropriate capitalization. Then, enter complete data for all prompts offered.

Include relevant photos, business hours, contact details and other relevant information your business offers. A complete profile will be highly valued by Google. Treat your GMB listing like a social media platform to engage potential customers. Respond to feedback, answer questions and stay connected with your target audience.

3. Use Relevant Directories

While GMB is a great directory for many businesses, it may not be the best option for everyone. Fortunately, there are a variety of online directories available, both general and industry-specific. If your business primarily relies on local customers, consider utilizing local business directories. Start by reaching out to your local Chamber of Commerce or other local affiliates for recommendations. 

By listing your business page on these directories, you can enhance your off-page ranking and potentially attract more relevant website traffic.

4. Mention Special Features in Your GMB Description

By including specific attributes in your reviews like unique amenities, you can increase your visibility to potential customers searching for those amenities. For instance, if you own a bar with a popular open mic night and customers write positive reviews about it, Google may suggest your website to users searching for “open mic night near me”. It’s essential to encourage customers to leave reviews and respond to them promptly to boost your online presence.

5. Optimize Google Maps Listing

By enhancing your listing on Google Maps, you can attract potential customers looking for services in your local area. This is particularly useful for businesses that rely on local traffic, and the good news is that it’s completely free!

Ensure the accuracy and currency of all information within your GMB account. Including images of your business and a visible and correctly formatted name, address and phone number on your homepage. A Google map on your contact us page is also recommended. To provide Google with additional information about your local business, use structured data markup and proper schema.

6. Perform Local SEO

Your goal is to have your products or services rank within the top five results on Google search when users search for relevant terms. Local SEO is your friend and a great way to get free advertising on Google. If you place location-based keywords in the right places on your website, you can show up first in organic results for searches that include your product or service plus your location.

7. Quality Content Marketing

Perhaps the best form of free advertising on Google is useful content. Create high-quality website content that is optimized for Google’s search engine in order to attract more website traffic. To increase your online visibility, write blog posts and web pages that address the frequently asked questions of your target customers. Use on-page SEO techniques to optimize the content for better ranking on Google’s search engine results pages (SERPs). By writing quality content for your potential customers, you’ll improve brand awareness by getting your business in front of people who may not know about your company. Providing necessary information builds trust and increases the likelihood of being selected for products or services.

8. Responsive Web Design

If you start an SEO strategy without a responsive and modern web design, it’s like trying to run an obstacle course blindfolded while everyone else can see. Google takes website quality seriously and considers over 200 factors when ranking websites. This includes responsive designs for mobile devices, fast load times, clean navigation, proper linking structure, quality content and meta descriptions. By having a responsive website, you increase the chances of users interacting with your page, staying longer and converting. These factors all contribute to a successful SEO strategy.

A responsive design can increase user engagement, prolong their stay on your page and boost conversions, resulting in a stronger SEO strategy overall. However, neglecting to optimize your website can have a detrimental impact on your entire digital marketing approach, from brand identity to online presence. Treat your website as the foundation of your online presence and invest in its success.

9. Link Building Strategy

Off-page ranking poses a significant hurdle for SEO. Google takes into account not just your own website, but also others that link back to you to determine your authority on a particular topic or keyword. These links, or backlinks, are crucial in revealing your credibility to Google. However, obtaining them is not entirely within your power.

Expanding your reach by collaborating with affiliates can be a great strategy for acquiring links. However, be cautious about purchasing links, as Google takes this offense seriously and could lead to penalties for both parties involved. Keep in mind that directory links hold value for off-page SEO, but they don’t carry as much weight as backlinks when it comes to establishing authority.

10. Use Google Shopping

As an online seller, it’s important to maximize your visibility and reach as many potential customers as possible. One way to do this is by listing your products on Google Shopping shortly after adding them to your website. By doing so, your products will show up in users’ shopping searches, even if your listing isn’t initially on top. 

You have the option of using Google Ads, with or without your coupons, or listing your products for free through Google Shopping. However, it’s crucial to ensure that your listing matches the one on your website to avoid any complications. In doing so, you can direct more traffic to your site and increase your chances of making sales.