Help Local Customers Find Your Business Online

The world-wide-web isn't just about gaining global dominance for keywords related to your business. If you are a local, brick-n-mortar business, you just need to be found by people looking for your products and services within the market you serve.

Examples of typical local searches include:

• search phrase that includes a location - "hair salon Yokohama"
• near-me searches - "sushi restaurant near me"
• relevant searches conducted in proximity of your business

• nearly half (46%) of all Google searches include local intent
• a purchase follows 28% of all local searches
• "near me" mobile searches have been increasing exponentially in recent years (136% in 2021)
• over 50% of all "near me" searches lead to an offline store visit

There are various ways in which Google serves up search results, so you have more opportunities to be included!

1. The Map Pack (aka The 3-Pack)

Google will often present results from Google Business Profile listings (Google Maps) ahead of the regular list of website links.

2. Your Google Business Profile

When Google is confident that your local business is the very best match to a search, it will feature your Google Business Profile on its own. This is very typical for specific brand searches, but is not uncommon for product or service searches as well.

3. Organic Search Results Listing

The classic list of suggested web links (10 per SERP page) is highly influenced by the content of your website including any local indicators and the proximity of your business to the searcher.

4. Paid Search Listings

If you are engaged in paid search campaigns (pay per click - PPC), this represents a great opportunity to be included at the very top of the search results page. It's not free, of course. You pay every time a user clicks on your link. However, it can provide a great ROI when done effectively.

What you need to do!

Several actions you can implement for your business

1. Mobile-Friendly Website

It goes without saying, that in 2022 and beyond your website needs to be mobile responsive to look great and load quickly on any screen or device. But if you are lagging in that department, the fact that most local searches are conducted on mobile phones should convince you to make sure you update your website to be mobile responsive.

2. Include your full location address on your website

For single location businesses, be sure to add your full address on your contact page and in the website footer. If your website serves multiple locations, then create separate pages for each location.

3. Leverage your Google Business Profile

This is so important, it should probably be #1 on this list!!

i) Create or claim your business listing

• complete 100% of the business info
• add your logo
• add images and video
• add your products and services



ii) Manage Customer Reviews

• encourage happy customers to leave you a review
• respond to all reviews (even the bad ones)
• whenever possible, cite specific products and services in your responses

iii) Post announcements and offers to your Google Business Profile

4. Add locally relevant content

Add frequent blog posts to keep your website content fresh and current.

5. Utilize Business Citations

Citations are listings and other "mentions" of your business on the web. Make sure to be consistent with how your name, address, and phone numbers (NAP) are presented.

6. Optimize for voice searches

Including long-tail keywords, presenting queries as questions, and using more conversational language, are just some of the ways you can optimize for ever-increasing searches via Siri, Alexa, and "Hey Google!".

7. Google Guaranteed?

Certain types of business may qualify to be pre-certified by Google to be included in prominent placements within the SERP. This is not available in all countries, however. And unfortunately, Japan is not one of them :-(

If you'd like help optimizing your business for local search, or any other facets of digital marketing, get in touch with WSI in Japan today!