For SMEs that sell their products in a physical store or provide services in a specific region, it is especially important to be found by customers from the surrounding area.
In this article, we have therefore compiled five tips and tricks on how you can attract more customers from the region through local search engine optimization (local SEO).
On your website, social media profiles and in business directories: Publish current and complete contact information including name, address, phone number and email address.
This makes it easier for your customers to contact you, but most importantly, you also help Google to locate your company geographically.
When users from a certain region or in a certain area search for something, your listings will show up higher in the search results if Google is sure where your business location is.
On a Google Company Profile you can publish information about your company and offers. You can publish photos, videos and news articles, and most importantly, you can indicate your locations and geographic area of activity .
This way Google knows for which region your services are relevant. For example, if you indicate that your company offers plumbing services in Aarau and the neighboring communities, Google will show your company higher up in search queries from this region.
The company profile appears in search queries on Google Maps as well as in the normal Google search. Here you can create a company profile for free.
One of the techniques Google uses to rank your website is how many other sites link to your website (called inbound links).
So Google not only analyzes how important your page is (the more links = the more important the page), it also looks where these links come from.
So the more websites from your region have links to your site, the more important Google considers the site to be for people from that region.
Switzerland is a small country but nevertheless the different regions show a lot of small and big differences.
Companies from the German-speaking part of Switzerland should of course have a website in German. But beyond that, smaller details can also play a role. For example, do people from your region use a special term for a product you offer?
As a guide, it is best to always think about what exact wording a person from your region would type into the search bar on Google if they were looking for products from your industry. Then make sure that these terms appear prominently on your website in the titles, scrolling texts and meta descriptions (SEO guide).
Especially on a regional level, a lot of advertising still takes place on analog channels, even in today's digital age.
For example, for relatively little money, you can place an advertisement in the local community or neighborhood newspaper or sponsor the annual gymnastics night.
No matter what advertising channels exist in your region, to attract regional customers, you should not neglect this obvious option in addition to online advertising and search engine optimization.
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