Reach Local Customers
Local Marketing · Module 12
← Fundamentals of Digital Marketing - Google
Index
1. Get Noticed Locally
Why Local Marketing Matters
Advertising online to people in your local area builds relationships, increases brand recognition, and boosts growth. People find businesses via search engines, AI assistants, directories, review sites, and social media.
How Local Search Works
| Step | Customer Action |
|---|---|
| Need | Types “bike shop” into search or asks AI assistant; gets many results |
| Refine | Enables location; searches “bike shop near me” or uses voice: “Hey Google, bike shops nearby” |
| Result | Gets local businesses with address, phone, hours, reviews, photos |
| Action | Can call, get directions, or visit website directly from results |
Google Business Profile
Your Google Business Profile (GBP) is the single most important local marketing asset. It controls how you appear in Google Search and Maps.
| Action | Description |
|---|---|
| Claim and verify | Go to business.google.com; verify ownership |
| Complete all fields | Name, address, phone, hours, website, categories, services, attributes |
| Add photos and videos | Regular uploads signal an active business; showcase your space, products, team |
| Collect reviews | Ask happy customers to leave Google reviews; respond to all reviews (positive and negative) |
| Post updates | Share offers, events, news directly on your profile |
| Use Q&A | Answer common questions proactively |
2. Finding Your Local Audience
SEO for Local Businesses
For general SEO, see 07 - Help Customers Find You Through Search. For local, add geographical factors:
| Action | Description |
|---|---|
| Google Business Profile | Complete and maintain your profile (see above). This is the foundation of local SEO. |
| Make content local | Blog about local events, photos/videos in the area, special offers for local customers |
| Include keywords | Use terms customers search for, including location, in titles, headings, descriptions |
| Build local citations | Consistent name, address, phone (NAP) across all directories and platforms |
| Earn local reviews | Reviews on Google, Yelp, Trustpilot, and industry-specific sites boost local rankings |
| Local schema markup | Add LocalBusiness structured data to your website |
Local Directories and Listings
| Step | Action |
|---|---|
| Explore | Google Business Profile, Apple Business Connect, Bing Places, Yelp, TripAdvisor, industry-specific directories |
| Register | Follow verification; prove ownership |
| Consistency | Same name, address, phone number everywhere (NAP consistency) |
| Add rich content | Photos, videos, hours, descriptions, categories |
3. Searching and Advertising On-the-Go
Mobile and Local
GPS lets sites and apps detect location. Customers search on mobile for nearby options. Ensure your business appears on your website, Google Business Profile, directories, review sites, and social media. Make your site responsive and mobile-friendly (see 08 - Improve Your Business with Websites and Apps).
AI Assistants and Local Search
Customers increasingly ask AI assistants (“Find me a good Italian restaurant nearby”). To appear in AI-powered local recommendations:
- Maintain strong Google Business Profile with reviews
- Have consistent NAP across the web
- Create content that answers local questions
Using Location to Advertise
Tailor ads to people physically close to your business. E.g. bid on “bespoke bouquets” only when someone searches within 10 miles of your shop. See 11 - Choose the Right Marketing Channels for Your Budget for paid advertising.
Location Assets (Google Ads)
Location assets show address, map link, or distance in your ads. Two types:
- Location Extensions: Drive traffic to your location
- Affiliate Location Extensions: Drive traffic to partner locations
They appear in search ads, Maps, and across Google’s network.
Combining Search with Social Media
Social media offers location-based pages and targeted ads. Combine Google Business Profile, website, search ads, and social for maximum local reach. Social platforms (Instagram, Facebook, TikTok) all support location-based targeting for ads.
4. Checklists
Get Noticed Locally
- Claim and fully complete your Google Business Profile
- Search for your business type with location enabled; review how you appear
- Ensure NAP consistency across all directories and platforms
- Develop a review collection strategy (ask customers, respond to all reviews)
- Add LocalBusiness schema markup to your website
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