Feb 17, 2015

The Importance Of Local Marketing…

written by Anya Amrith

 The importance of local internet marketing is huge! For businesses, especially small ones looking to expand their customer base, the idea of targeting the right customers with ads is essential. Good marketing takes time and money, and local marketing can really help grow a business.

A business or company that is local to a specific area is often not able to compete directly with a larger competitor in another geographic location. A targeted marketing strategy to attract a new set of customers, who may not realise that there is a local specialty business in the area, is therefore an important and key move.

For example, a local Car Garage in Milton keynes, would best benefit from an ad sent to residents in and around the surrounding area of Milton Keynes; rather than one sent to people in Manchester or Southampton.

Keywords & your website…

If you want to attract new customers online, you will need to use local marketing strategies that are part of a search engine marketing (SEM) for your business.

The main focus of a local marketing strategy is to firstly decide on all of the local keywords for your business. These keywords need to be specific to your area of operations in order to attract local customers. This is also known as location-based keyword usage.

Keywords and phrases should ideally be included on every page of your website, as this will increase your site’s ranking when potential customers perform local searches. Keywords should include your city, county or other geographic area, for example, Audi Specialist Garage, Milton Keynes.

Many times when people will do a query online to search for a product or service online, local businesses will appear on the first page; as the search facility will pick up your location when searching. Your goal is to have your site appear on the first page of search results when keywords for your local area are entered.

The use of local keywords will differentiate your site from competitors who are in other locations and should in turn increase your companies brand awareness and local customer base.


map of local area

Survey some of your customers to see what types of search terms they would use to find your area of business. If any of these keywords are not already on your site, you can add them in to increase your visibility when a prospective customer does a local search online.

Anya Lane
CEO, Aspurian Digital Ltd