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Launching a business online can be quite intimidating to any small business owner. Fortunately, any business can benefit from search engine optimization (SEO), which can make a small investment go a long way, as well as making sure that local buyers find their websites. Therefore, local SEO is an obvious choice to promote and market your business on the Web. The following blog post provides 15(!) low-cost marketing techniques to help drive traffic and sales to your website.What is local SEO?
Local SEO is a specialist technique that aims at getting your business name and website in front of people who are physically located near it. Search engines are the modern-day yellow pages, and your potential customers are looking to find you where you and your products and services are located.Why is local SEO important?
According to 2009 chúng tôi report titled “Great Divide’ Separates Small Biz, Online Consumers,” 82 percent of local consumers use search engines to find local businesses. Furthermore, more than half (57 percent) use Yellow Pages directories with 49 percent using local directories. Local consumers are going online to find local businesses. It is important to be visible in order to acquire new or existing business.15 Marketing Techniques to Grow Your Business
1. Submit Your Website to Search Engines
The first thing you will need to do when launching a website is to submit the site to search engines; Google and Bing are the major search engines to focus on. Out of the 15 techniques, this will be the easiest but one of the most important.
Tip: There are local search engines that can be of more benefit such as Yandex (for Russians), Baidu (for Chinese), and Kvasir (for Norwegians).2. Make Your Website Easy to Use
Before marketing your website through various online channels, make sure that your meta data is accurate and follows the Google Webmaster guidelines. On-site optimization includes page titles and meta descriptions. Page titles should include your business name and one or two keywords that you want Web visitors to find you with. Avoid using too many keywords and make the titles and descriptions appear natural.
Tip: Search for competitors in your area to see keywords they are using to attract Web traffic.3. Implement Google Analytics
Web host providers will often try and bundle analytics and data packages, but the best, free analytics tool on the Web is Google Analytics. It takes less than two minutes to sign up and implement the code, and you can start collecting Web traffic data immediately. Data includes the number of Web visitors, how long they browse your site, where the visitors are located, and how they arrived at your site. This is significant data for promoting your business and the most active channel (and geographic location).
Tip: Once your account starts collecting Web traffic data, map out goals on your website and begin tracking. Goals could be submitting a form or signing up to a newsletter.4. Add Your Business to Google+ Local
Adding your business to Google+ Local is the next most important technique to implement. More people search for businesses online than anywhere else, and adding your website and business information to the Google local business directory can help. It’s free and simple. Also, you can manage your listing information including business description, product/service details, photos, videos, and offers.
Tip: Make sure your Google listing has a 100 percent score; most local businesses don’t reach 100 percent.5. Create Social Network Business Profiles
Not only is this at no cost, but you will also get trustworthy links from these profiles. The more trustworthy links you get to your website, the higher you will appear on Google.
Tip: Get your family, and friends to become the first to “like” or “follow” your business, and stay away from buying friends from third-parties. Build your social media presence naturally.6. Launch an Online Marketing Campaign
Tip: When you create your campaign, make sure you use Ad Extensions that include local information, phone number, and Google + page.7. Get Listed in Local Directories and Local Listings
Get listed in local directories and increase the number of trusted inbound links to your website. Most directories are free, and by adding your business, you will see an increase in Web visits from potential customers. (According to Mashable, positive Yelp ratings can boost a restaurant’s nightly reservations by 19 percent.)
Within two days of adding a small business to local directories, Web traffic from mobile grew from 0 percent to 18 percent of total traffic, and 30 percent of total traffic was referral.
Although claiming business citations is listed at number seven on this list, BrightLocal ran a survey in 2011 that found the top five most important local search ranking factors.
(Full report can be found here.)8. Get Involved in Your Community
This continues to bring home to Google the relevance of your business to a specific area, especially if you’re able to include links to your website (be very careful not to spam social communities, though).
If there are local forums in your field, then it’s a great idea to get your business actively participating in them. By creating a profile and adding value to the forums, this continues to add relevance of your business to Google.
Tip: Try not to spam the forums or websites with links to your online business as this will only get you banned.9. Optimize Mobile SEO and Its Accessibility
Tip: Visit your website on your smartphone and find three ways to improve the experience.10. Add Social-sharing Buttons
In the footer of your website, make sure you add a link your Google+ Local page along with other social sharing buttons.
Tip: Make sure your email address and phone number is listed on each and every page of your footer.11. Implement Webmaster Tools
Using webmaster tools in both Google and Bing helps you identify issues with your website. By fixing these issues, you will ensure that both search engines have no issues crawling (finding) your website when a local search is made.
Implementing both tools is relatively straight forward, and your web developer should be able to support you with this.
Tip: When adding your website to Bing Webmaster tools, you will receive $50 in market funds (US only).12. Upload Pictures
The local directory sites like to provide users with pictures of your business. To help ensure that your business gets the best exposure, upload your own pictures. They don’t need to be of a professional quality but they will represent your business, so make sure they are decent.
Tip: Save your photo with a filename that includes your business name and a keyword.13. Ask for Reviews
Most local sites and directories allow customers reviews. Other than Yelp, most are supportive in requesting reviews. Customer reviews, whether good or bad, make your business more credible to future customers.
Research shows that having at least five reviews in Google+ Local is the magic number where the reviews may start to help with rankings. However, since the recent Google Places move to Google+ Local, reviewers are required to have a Google+ account.
Tip: Use your website, invoices, thank you pages, and email communication to ask your customers to review your business.14. Launch a Blog
Write about your industry, your talent, your services, and promote it in all channels. Blogging not only helps increase awareness of your business, but it also improves your writing. You will learn more within your field (become an expert!), and it is a great way to acquire new links to your website.
Tip: Link your Facebook page and blog by adding the RSS reader application in Facebook, making sure that your blog posts will show up on your Facebook page each time a new post is published.15. Be Consistent
Each time you add your website and business information to a local directory, social network, or forum, make sure you be consistent with your business name, address, telephone number, email address, website link, and business description.
Tip: Create a file that you can use to copy and paste the information from to make sure all listings are the same.Local SEO is Essential to Your Business
Small businesses cannot afford to spend a great deal of money for online marketing, but using the marketing techniques above will help lower the cost and support the launch of your local business online. Local listings and SEO have always been important for small business online marketing efforts, but now they’re even more essential.
Photo credit: Deposit Photos
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The key to local business success: Be the first to use Google’s newest marketing features in your area.
Get more traffic in the door, get your business noticed faster, and outrank your competition.
Amanda Jordan, Director of Digital Strategy for RicketyRoo Inc., joined me to discuss the easiest ways to incorporate the new Google Local and Google Maps features into your local SEO strategy.
The pandemic, changing search habits, and more people shopping locally have driven the need for local businesses to have a strong presence in the search results.
Google Business Profile and other local features are vital to adapting to these changes.
In this podcast, you’ll learn how to grow your local business with a few tweaks on Google Local, Google Maps, and Google Business Profile.
Every time I’ve seen someone go from no Google Business Profile to a cool business profile, or even just adding anything like that, there’s a huge amount of growth because essentially you’ve just made yourself visible to lots of people that didn’t even know you existed before. –Amanda Jordan, 58:54
The more thorough and valuable your reviews are, the more of an impact it does have on your ability to rank. –Amanda Jordan, 19:55
It’s good just to have something up there that’s recent and current just because It’ll help you stand out. –Amanda Jordan, 11:35
A lot of times, we see social media and SEO as two completely separate things, but they can inform each other. They both give you data about who your customers are, how they found you, why they like you, and what they’re interested in. –Amanda Jordan, 22:01
A lot of times, especially with local SEO and the focus on reviews and things like that, we can forget about the technical elements or not be as confident in our ability to handle them. I think it’s perfectly normal but I think that’s a place where a lot of technical and local SEOs can grow. –Amanda Jordan, 40:40
Connect with Amanda Jordan:
Amanda has extensive experience designing campaigns, including web development and SEO, and is very talented and creative.
She began her SEO career in 2011 and has enjoyed tackling complex problems for clients. Her specialty is local SEO for legal and enterprise companies. In her free time, Amanda enjoys playing with her dogs and beating her son at Mario Kart.
Connect with Loren Baker, Founder of Search Engine Journal:
A quick guide to small business SEO
There are more than 28 million small businesses in the United States alone, and they account for 99.7% of all businesses in the country. Are you among them? If the answer is yes, you know just how challenging it is to rise to the occasion and beat your competitors in the battle for customers.
In the 21st century, the battlefield is online – between 70 and 80% of people claim they research a company before choosing to do business with them. Evidently, in order for a small business to thrive, it has to boost its online influence. Still, no more than 17% invest in SEO.
Whether they do not understand the value of this marketing channel, or simply do not understand it, the fact is – SEO is essential for business growth. Whichever the case, here is the gist of everything a young entrepreneur should know to get started.Defining SEO
Search engine optimization represents a methodology of tactics, which focus on improving a website’s ranking in organic search results. Namely, what makes organic (natural) search results more appealing to marketers is the fact that desktop users choose them over paid results 95% of the time.
It is about providing people with what they want and presenting those signals to search engines in order to rank higher. When talking about SEO, we are actually referring to a set of techniques that have to work together to form a bulletproof digital marketing strategy. Some of the techniques include:
Website architecture and optimization
Keyword research and analysis
Social media marketing and promotionThe importance of SEO
Around 8 out of 10 customers state they research a company before making a final purchase decision. If your prospects cannot find you in search results, naturally, they will go to one of your competitors who has already mastered their digital marketing tactics.
SEO is what gets you listed in the ‘modern phonebook’, to call it that. However, it does not list businesses alphabetically, but in accordance with search engine guidelines. Online marketing helps you attract and acquire new customers, and it requires your focus as soon as you set up your website.
Search engine optimization is especially relevant for startup companies and small businesses that do not have the funds to splurge on expensive marketing campaigns – SEO does come at a certain price, but a significantly more affordable one. What makes this marketing strategy ideal for small players looking for a way to swim with the big fish in the online waters.What a successful SEO strategy should integrate
On-site SEO – optimization of everything from your content to images in accordance with search engine guidelines.
Off-site SEO – optimization of the company in listings and online directories; this includes reaching out to industry influencers and anyone who might find your website resourceful and worth linking to.
You begin by building a website and move on to content optimization – that is, optimization of everything from your Home, About us and Services pages to a company blog. Still, note that keyword research precedes this process in order to determine the phrases that are best to target. These represent words and phrases your customers are most likely to type into a search engine when looking for solutions you have to offer.
To define relevant keywords, you will have to research your competitors to see what they rank for and study your customers and see what they search for. During this process, you will benefit most out of Keyword Planner, but you can always check out other keyword research tools and combine the info you collect.Most important SEO techniques to consider Content marketing
Quality content on your website provides opportunities on several levels:
Well-written and well-optimized content ranks you higher in search results
Establishes you as a knowledge leader in the industry
Acts as a relevant source of information for your target audienceLink building
To distribute your content across the web, you have to implement link building process into your strategy. Target only high authority websites, offer your website as a relevant resource and get others to link to your blogs or landing pages.Social media marketing The bottom line
SEO is not a that-one-time-thing-you-paid-for; it requires a constant investment of your resources and attention. It is an ever changing industry and you are obliged to follow updates as they occur in order to keep your business high in search results. Your business search engine optimization strategy will have to be improved based on your customer preferences, search technology and the natural growth of your business.
WordPress is one of the most flexible open source Content Management Systems (CMS) in the world.
So it’s no surprise that WordPress has been downloaded more than 32.6 million times or that it powers 40% of all websites.
WordPress is also SEO-friendly, to the point where even non-techies can easily implement some simple optimization techniques. This is great news for small local businesses which may not have the budget for sweeping SEO improvements, but still want to rank better in local search.
In this article, I’ll show you seven simple SEO improvements you can make to boost the local search ranking of your WordPress site.1. Optimize Your Content
Your content offerings are the most important assets on your website. Having a great site structure, lightning-fast load times, and tons of security measures won’t help you if your content isn’t up to par.
So, before you can think about optimizing your content, you need to start with something your audience finds valuable.
To do this, you’ll need to understand your audience’s pain points and know how your products solve their problems.
Once you understand this, you can turn your solutions into all sorts of compelling content, from videos to blog posts to infographics, which keep them coming back for more.
Once you have great content, the next step can seem a little daunting: on-page optimization. Fortunately, we can enlist the help of some basic tools like the Yoast SEO plugin.
Yoast SEO also points out some important on-page factors such as word count and keyword occurrences.2. Review Your Link Profile
We know from recent studies that links are still the #1 most important ranking signal when it comes to localized organic rankings.
The number of domains linking to your site, the quality of your backlinks, and the optimization of your link anchor text are all strongly correlated to your local ranking.
Good organic link building takes time to cultivate, but here are a few simple steps you can start with:Focus on Quality Over Quantity
The number of domains, IPs, and C-blocks linking to your site are important, but one high-quality backlink from an industry leader in your niche is worth far more than dozens of irrelevant, low-quality links. Use link tracking software to find and eliminate low-quality links.Find & Fix Broken Links Optimize Anchor Text
Optimize some of your anchor text for local search by including your city’s name. Just be careful not to over-optimize (e.g., changing all of your anchor text, too many exact matches, etc.).
There’s no ideal percentage for location-optimized anchors, so conduct some competitor analysis to figure out what’s generally accepted in your niche.Identify Potential Link Building Opportunities
Use a competitive analysis tool to find potential link building opportunities, such as relevant sites in your industry that link to your competitors but not you.3. Speed up Your Website
The tortoise may beat the hare in children’s tales, but you can’t say the same in the SEO world.
Site speed remains one of Google’s most important “technical” ranking factors, and if you want to beat out your competitors in local search, then you’ll need to make sure that your site is as fast as possible.
Possible techniques include:Compressing Large Images
Large image files are the biggest offender when it comes to slow websites. Use a plugin like WP Smush to compress and optimize your images.Clean up Your WordPress Theme
Caching plugins create state HTML versions of dynamic pages which significantly reduce server load times. There are a number of options for you to consider, including free options such as WP Super Cache and W3 Total Cache, and paid options such as WP Rocket.Don’t Go Too Plugin-Crazy
You can find a plugin for practically any function, but try to stick to essential plugins that provide real value to your site. Too many plugins will slow your site down.
Alternatively, you could make your life easier by investing in website auditing software. Quality products will analyze your on-page speed factors for you and suggest ways to speed your site up.4. Optimize for Mobile
A lot of your potential customers are looking for local businesses via mobile. This, coupled with the fact that Google indexes mobile sites preferentially to their desktop counterparts, means that mobile optimization is more important than ever.
The best thing you can do to improve your mobile site is to focus on page speed and image compression, but here are a few other tips and tricks:Use a Responsive Theme
At the very least, you should make sure your WordPress theme is responsive and fits your content to all mobile devices.Design Specifically for Mobile Visitors
Use the built-in wp_is_mobile() function to detect different devices on the server level and create custom experiences for your mobile visitors.Launch a Mobile App
According to an eMarketer study, 88% of mobile media time is spent on apps. Mobile users like apps that give them a comprehensive way to engage with their favorite brands.Create Accelerated Mobile Pages
Accelerated Mobile Pages (AMP) are incredibly fast pages designed specifically for mobile. WordPress comes with a default AMP plugin you can use to create AMP pages that are listed at the top of SERPs when users search from mobile devices.5. Integrate Google My Business Into Your WordPress Site
Google My Business bundles together a number of key factors related to local rankings. Signals such as physical proximity, user reviews, and business descriptions and categories will all impact your position in SERPs.
Once you’ve claimed your GMB page, make sure you add your WordPress site to your profile, plus other key information, such as hours of operation and a description of your business.
Then look for plugins and widgets that will let you transfer key ranking signals such as photos, a business map, and customer reviews from your GMB page to your website.
You should also install a plugin that lets you add your GMB review to your WordPress site, such as the Google Places Reviews plugin. These will help increase consumer trust in your business!
You may also want to consider putting an intractable business map on your website via a plugin or widget. Google Maps Builder is one example that will help your customers find you.6. Add Structured Data to Your Pages
Ever wonder why some local business listings seem so rich – including reviews, star ratings, and robust descriptions – while others fall flat?
The difference is structured data.
Using plugins like Schema, you can feed Google additional information about your business.
This will give your customers more detail when they find you in SERPs, including useful tidbits such as hours of operation, price range, and physical location.7. Include Location Keywords in Your URLs
Generally speaking, URL structure plays a minor role in your page’s ability to rank.
When it comes to local search, however, including location keywords in your URL can help improve the user experience.
This is especially true if you have multiple landing pages targeting different locations and you want to assure your customers that they’re in the right place.
Previous versions of WordPress didn’t give you a lot of flexibility when it came to your URLs. They were all “ugly permalinks,” which looked something like this:
However, the latest versions of WordPress default to “pretty permalinks,” which include the date and name of your posts. They might look like this:Conclusion
Want to take your SEO game even further?
You can make even more improvements to your WordPress site beyond what I’ve suggested here by manually creating chúng tôi files, generating XML sitemaps, optimizing your site structure, and more.
Image Credits: Paulo Bobita
How do today’s major global brands develop a digital presence and compete organically in local markets throughout the world?
It’s called glocal.
No, that’s not a typo – glocal is a sophisticated combination of global and local influence fueled by modern localization technology and strategic international marketing implementation.
With the help of localization technology, global brands can be relevant and attractive on a local level, too. It’s the modern secret to building a global brand’s local staying power.
When done right, the glocalization process taps into the power of content localization and SEO. This strategy ensures brands are easy to find and well ranked in local SERPS. Check!FYI Trend: International Brands Earn Local Trust
The [local loyalty] trend isn’t new.
Since the inception, large international brands have attempted to compete on a broad global market to increase their sales potential.
According to The Harvard Business Review, the early ’80s experienced a boom of companies creating products through economies of scale and then marketing them internationally. Although the idea made business sense, customers were not won over by these generic, global products. While many consumers viewed international brands as synonymous with quality, local brands remained in higher demand.Going Glocal Scales Global
This problem led to what many marketers refer to as a “glocal” strategy. The strategy means products are created globally but customized to suit each unique market.
Glocal marketing strategies create a bridge between a global company and local culture.
For example, while McDonald’s can be identified by its fast food structure, the ubiquitous “Golden Arches” and other international brand symbols, recipes are tailored to meet the tastes of each specific market. McDonald’s’ menus across the world reflect those regional preferences.
But going glocal today means digging even deeper.Glocal PR Taps Into Media, Messaging, and Branding
According to creative agency Fabrik Brands, a glocal strategy is not as simple as specifying certain product features. It means paying attention to elements as diverse as
Tone of voice.
Social media strategies.
Brand name and colors.
Word choice – and so much more.Authentically Reaching Local Audiences
The ecommerce channel is made for glocal strategies. When you are online, it doesn’t matter where you are located – just that you communicate with your audience well and you deliver a meaningful product to each local consumer.
To achieve this, smart ecommerce companies localize every aspect of their interaction with their customers – from content and SEO) to item descriptions, billing, and customer service.
This mountain of content creates challenges for businesses; specifically, it requires time and expert resources to translate. Working with language professionals can quickly push many companies outside of their budgetary bounds.
Localization technology plus machine learning, data analysis that automates analytical model building, can enable companies to efficiently scale internationally.Machine Translation to the Rescue
Localization technologies are platforms where the source text is entered and almost instantly translated into the desired languages.
These location platforms are highly sophisticated, with many language vendors supporting as many as 50 different languages while also checking, tracking, and editing work in real-time.
These service offerings greatly exceed simply inputting text into Google.
An enormous amount of text is translated using machine learning techniques to improve accuracy and tone and produce high-quality content quickly and efficiently.
Human language specialists then review materials for additional quality control.Glocal Fine-Tuning SEO for Local Visibility
So, an ecommerce company can build a localized website and compete anywhere.
But how can ecommerce companies get discovered in new markets?
Using the correct product search terms and listing information can be critical to increasing a brand’s popularity in a given region and language.
Localization technologies, however, can pose two significant obstacles to implementing a successful SEO strategy. When materials are translated, they may not always yield the exact keyword necessary to achieve strong SEO.
Another roadblock: not all keywords are created equal – and not all keywords translate.
So while “faded ripped faded boyfriend jean” may be a perfect long-tail keyword for jeans if you are in the U.S., a website seeking to receive SEO love from France for the same product may need to select a varied title for the same product listing.
Addressing this requires SEO research that is implemented on a per-region basis. An ecommerce company’s localization vendor will use machine learning and localization technologies to translate product listings at scale.
They will then rely on human know-how to tweak the materials and insert relevant keywords in titles and listings popularly searched for in each given “glocal” region to ensure local search visibility.
“Humanizing your message, voice, and visuals to meet the local culture where they are will proactively help set an international brand up for public relations success,” said digital public relations expert Sarah Evans. “Strategic glocal content marketing focused on earned media and local SEO bridges the gap between global and local for a smother runway into new markets.”Inspiration: Glocal Strategies in Action BLEND
An end-to-end localization service provider with a global presence supports over 120 languages and top international brands worldwide.
BLEND works with an international Chinese ecommerce seller assisting them in transcreating millions of product titles, descriptions, and product reviews into eight languages, reaching millions of glocal users worldwide.
Using a precise machine translation and international SEO oversight strategy, the Chinese ecommerce company taps into local market search engine results.
Language professionals take quick and accurate machine translations and fine-tune them to include popular keywords for each local market while also ensuring specific and targeted messages to the local consumer.
This strategy won them top billing as one of the most successful ecommerce marketplaces in the world.Airbnb
An iconic example of a glocalization strategy catapulting a company to success.
The international booking platform’s strategy is to leave user-generated content – both home descriptions and reviews – in the writer’s original language, which is then machine translated at the reader’s request.
Their in-house created content is localized per region in which they operate, using localization technology and their team of localization experts to ensure top search engine rankings for popularly searched terms in those regions.Vincero Watches
This is a British luxury watch brand that saw a 31% YOY increase in cross-border sales within four months of working with localization technology.
They achieved this success after custom targeting their messaging to increase international search visibility and individualized glocal market appeal. Not only did their products become more visible in international search rankings, but global sales skyrocketed, and global customer satisfaction levels improved.Canva
An online platform that lets users easily create beautiful graphics, has localized into 104 languages in an impressive feat that combines design and language.
Canva professionals and LSPs localize over 40,000 words per month and their template content, which adds hundreds of thousands of words to that number.
“Neuroadaptive machine translation has been critical to our success in being able to achieve a high quality, high volume localized template library in a short amount of time,” said Rachel Carruthers, Canva’s Head of Localization and Internationalization.
She explains that language professionals also review Canva’s marketing content for the best results.
According to Carruthers, getting the company product translated and visible in as many languages as possible is part of the Canva company ethos.Brands from Any Global Can Compete Everywhere
Tapping into international sales is no slam dunk in today’s global economy.
Leveraging localization technology is imperative for any international ecommerce brand looking to scale and is a critical factor in a company’s localization success factor.
Think globally; act locally has a whole new SEO and content meaning.
Go glocal – and don’t get lost in translation.
“A great search experience is about more than just offering users relevant and comprehensive Web search results. It’s also about creating an experience where we can quickly and easily provide users the answers they are seeking, whether it’s the best Italian restaurant in their neighborhood or the nearest museums while traveling,” said Jeff Weiner, senior vice president of Yahoo! Search and Marketplace. “This beta launch marks just the beginning of what we are capable of achieving with local and will continue to leverage our world-class search technology and content to provide the most valuable category-specific search solutions for our users.”
“As part of Yahoo!’s commitment to providing the best search experience on the Web, consumers now have a more powerful way to find local information,” said Paul Levine, general manager, Yahoo! Local. “Building on the debut of our innovative SmartView(TM) maps feature earlier this year, the beta release of Yahoo! Local reinforces our commitment to improving the way people find local content online.”
New Benefits of Yahoo! Local
Available today, the Yahoo! Local beta provides users with improved:
— Precision: When looking for local information, consumers have indicated that precision is paramount. Yahoo! is the first to develop a local service from the ground up with precision in mind. Users can now pinpoint businesses and services around an address or zip code – letting the user define their exact location. Yahoo! Local also features unique narrowing tools that allow users to quickly refine local searches – by distance, rating, category, and more.
— Usefulness: With SmartView, a new visual search tool, consumers can use a dynamic map to see where businesses or points of interest are located in relation to each other. For example, one can find a day spa to visit, and plot nearby ATM machines and restaurants on the same map. For some categories such as hotels and restaurants, consumers can even take the next step by making reservations directly through Yahoo! Local.
— Community Voice: Users can now rate and review almost every business in the country – from dry cleaners and dentists to florists and fine dining establishments. Consumers can also use the “email a friend” feature to share their favorite businesses or services with others who are in – or are planning to visit – their neighborhood.
— Personalization: Yahoo! Local provides users the opportunity to save their most frequently used locations or view most recently used locations and quickly and easily access that information each time they do a new search.
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