If you live in a resort town you’re well equipped to know that there are on and off seasons. During the peak season, there is an influx of visitors traveling to the area. These vacationers are important to your business; you want to try and attract them so they can continue to return each time they visit your area.
During their stay in your area you’ll want to be sure you’re taking the opportunity to deliver them information that they may be looking for from your business. Here are some important ways to share business information and improve your Google local listing SEO rankings in the process.
#1: Search for Location Data Inconsistencies
Locals may know the difference between 3rd Street and 3rd Avenue in your town, but those visiting probably won’t. Ensure that your name, address, and phone number (NAP data) is accurate on a minimum of two places online: your website and local business listing. If you want to go above and beyond, check any other websites where users may find you (Yelp, maps, online yellow pages, etc).
Local Business Listings
Google My Business is critical for your small business; this is what Google uses for your Google Maps listing, to display your business information in the left sidebar, and to pull other data that is available to searchers. If you neglect to update this information, anyone searching will be immediately frustrated by inaccurate map information taking them to the wrong location.
Beyond NAP Data
It’s even more frustrating is when hours of operation aren’t consistent and a customer shows up minutes after a store closes.
Once you’ve ensured that your business NAP data is accurate, go above and beyond and include other helpful details that will benefit your visitors. This information can include:
- Hours of operation: In many small towns businesses close earlier than some may expect. Ensure this data is accurate and reflects any seasonal changes you may have.
- Parking: should visitors expect to pay to park when visiting your location? Is there a hidden parking lot that is free in the alley behind your location? Indicate this information so that visitors are also in the know.
- Forms of payment: In my hometown there is a bar that is notorious for only taking cash. If your business is one of them, make sure you say so.
This isn’t nearly a complete list. If you have anything else worth sharing about your business be sure you do. The better customer service you can provide to those searching for information, the more likely these visitors will return time, and time again.
#2: Attribution Information
Google wants to be the go-to destination for rich descriptions for local business. Attribute information is one step in achieving this goal. Attributes include parking information, hours of operation, and payment options, but include even more specifics about a business.
Remember that Google’s main goal is to provide the best customer experience they can to those performing the search. The goal is to have results where users do not return to the search engine. User experience is one of the best ways to provide context for searchers and is one of the powerful SEO optimization tools not many have caught onto yet.
So how can you use this to your benefit? Go beyond an SEO strategy by considering your visiting audience and what they may be looking for. Another good option is to research the attributes that are available for your business type. Chances are, there are many more considerations that you’re not even thinking of.
Once you’ve researched what you want to include be sure to incorporate them naturally into your copy, perhaps as a special visitors section. By doing this you can have a leg-up on your competition.
Reviews are a powerful for your business. With the rise in social media people are turning more and more to their friends and peers for recommendations. When it comes to reviews, website schema also comes into play in how your business can rank online.
Having a positive presence on big platforms like Yelp and Facebook can help your rankings as well. Why? Because these sites already have high Search Engine Results Page (SERP) results, so appearing (and ranking well) on these sites can boost your visibility elsewhere. This is the way the search ecosystem works.
Another important consideration with these review platforms is the audience that uses it. Yelp, as an example, sees the highest traffic of users from the coasts. This may mean very little to you if you’re located in the mountains of Colorado or near Park City, Utah, however your area may see a huge influx of these people visiting during the peak seasons. By building out a profile on platforms your visitors use, you may have an edge on your competition that immediately discredits these platforms because local usage is low.
BONUS: Advanced Targeting Ideas
Touching on the three Google SEO tips above is going to give you a huge advantage over the other businesses in your area. But if you’d like to have an additional edge, consider these additional tips.
- Track where most of your visitors come from and use targeted display ads to reach those areas. This will allow future visitors to see your business while they research their trip and can help put you on the map even before they pack their bags.
- Make sure your website is optimized for mobile. Many visitors will use their mobile devices to search so providing a great experience can help people find your website and stay there.
- Recognize the attractions that are bringing visitors to the area to begin with. What can you offer visitors that would add to their experience while visiting your area? Then you can work to provide these resources and expand your reach even further.
What other tips do you have for attracting visitors? What other questions do you have about SEO? Share them in the comments below.
Are you ready to learn even more about how your business can rank online? Download our free guide: Local Search in 2017.