Local search marketing (LSM) is anything you do on the web to promote a physical business that makes face-to-face contact with its customers. A local search marketing strategy (LSMS) is all about putting your business on the map in local searches when customers are searching for a business like yours.
LSMS is broken down into three stages:
- The Fundamental Stage
- The Core Stage
- Major Stage
1. The fundamental stage covers the following:
- Guidance Compliance – following and maintaining all Google My Business (GMB) guidelines and optimization of GMB
- Website Authority – a combination of backlinking techniques to high domain authority websites.
- Website Quality – the quality of a website is determined by multiple factors including but not limited to website loading speed, structure, rendering, and free of malicious elements.
- Website Optimization – Following SEO guidelines and client/server-side SEO work and maintenance.
2. The core stage covers the following:
- NAP Consistency – the Name Address and Phone Number are also referred to as (NAP).
- Nap Breadth – how your NAP is spread out across the web on structured and unstructured citations.
- Review Acquisition Strategy – over 90% of consumers read online reviews and over 60% say it influences their trust in a business.
3. Major Stage
- Publishing Strategy – a strong focus on producing consistently high-quality, rich, and engaging content.
- Competitive Edge – a unique effort for each business, based on discovering unique opportunities competitors have not explored.
4. The fourth stage incorporates aspects of full SEO strategies.