Most importantly, to get a Google My Business profile, your company must engage with customers—in person. This means you need a physical address, not a P.O. box or virtual office address. Businesses that travel to customers may also qualify.
Major categories include food establishments, attractions, professional services, personal services, entertainment, retailers, transportation, and more. If you provide any services to companies, your B2C is likely eligible for Google My Business.
The way you represent your business on Google should be consistent with how you showcase your business to the world.
Ensuring all the information on your Google My Business page is accurate is also critical to local SEO for B2B marketing.
When someone searches for your business, if your Google My Business is set up correctly, your listing appears in a box on the right side of Google’s search results.
It contains all the basics about your business, along with reviews. If you don’t fill out your address, phone number, website, and hours, local customers won’t find you as easily.
Then, there are the results that appear at the top of a Google search when someone searches for something more general, like “printing services in Las Vegas.”
Ensuring your keywords fit from a regional perspective is also important for b2b local SEO.
While using broad keywords may drive traffic, those visiting may not be the most suitable leads based on location.
This is where strategizing for local customers comes into play.
By integrating region-specific keywords—like city or landmark names—into your content, you’ll be better able to connect with the relevant audience in your area.
Think about how you can give value to this audience in particular. What might they, specifically, be searching for? Create content answering the questions they commonly ask.
Create such content in either written or video form—or a mix of both. Video content is becoming more expected by audiences.
Research by Valasys Media suggests visual storytelling may benefit B2B marketers because:
It simplifies content for the users.
It conveys lots of information quickly.
It strikes a more emotional chord with prospects.
It improves personalization and invokes a perceived “personal value.”
It’s often timeless.
Take your region into consideration when creating your stories. How wide should you cast your net? Are you targeting a city or a whole state?
Additionally, research the most effective local base to target for the best ROI.
Link Building and B2B Local SEO
Link building is another pillar of local content marketing strategy. We touched upon link categories before, and they come into play with link building.
If possible, garner links back to your website and digital assets from a variety of local sources.
These may include local directories, industry-related sites, partner sites, chambers of commerce and other organizations, and newspapers’ sites.
A great way to have other sites link to you is to create and promote a useful resource. For example, say you’re a local medical clinic that provides flu shots to businesses, and flu season is approaching. You could create a guide about the best ways to avoid the flu at the office.
This type of guide is something from which anyone can learn, and it’d be beneficial for other sites to feature it.
Many chambers of commerce websites also have areas where local businesses can promote offers.
For example, the Newport Chamber of Commerce has aspecials page where various B2B brands like office space and printing services offer deals.
Keep these mobile trends in mind when boosting your local online presence. Make sure your website and landing pages are optimized for mobile devices.
Your digital strategy for B2B local SEO should also include social media, which is primarily accessed through mobile devices. Facebook and Instagram have local components that let you include instructions and allow customers to geo-tag your business when they post about it.
There are many ways people search for businesses on their smartphones. This is why having your Google My Business listing up to date is imperative.
Whether your customer is planning in advance or already on the way, you want to make sure to reach them wherever they are.
The Benefits of B2B Local SEO
Why is b2b local SEO important? Because you have a greater potential of driving in-person traffic to your business when you target your local audience.
For a relatively low-cost, you can draw in people who are searching for your type of business.
Diversifying your online presence across various channels has further benefits as well. Many third-party websites and platforms like Yelp, TripAdvisor, and other similar directory-like sites are becoming more advanced.
They also have their own audiences, who wouldn’t find you as easily if those directories are their go-to search options.
In addition to maximizing your presence on Google and other websites, optimize your website for local search.
For example, if you’re a dog groomer in San Diego, integrate keywords like “dog groomer in San Diego” so you have specifically mentioned your location.
When people in your region are conducting local searches for “dog groomers near me,” you’ll rank for those, too—but only if Google knows where you’re located.
The key to ranking for “[your term] near me” is to start by Googling that specific phrase or your local-specific phrase that you want to rank for.
When you do that, you’ll be able to see all the localized sites from which Google is pulling. Make sure you’re listed there—if you’re not, you need to figure out why. Have you made your location clear?
If you live in Boston, for instance, there are many suburbs, landmarks, etc. On your website, list different nearby features like these. It could also be beneficial to include directions to your business from those specific places.
Ensure you also have a localized number and not just an 800 number, so people know you’re really there.
Furthermore, when people look for a specific service, they’ll often visit various touchpoints.
For instance, they may land on your website and then go to Yelp to read reviews. This is why having a listing there is essential.
After providing services, ask customers to leave reviews.