Techniques to Shape Your Small Business Local Marketing Strategy

By Sarah Giometti | Local Marketing

Dec 12
Techniques to Shape Your Small Business Marketing Strategy

In a digital age where small businesses battle for visibility, it’s increasingly important to connect with your local community online. This is where local search engine optimization (SEO) comes in, offering a lifeline for small businesses aiming to enhance their local marketing strategy and online presence. This blog outlines practical techniques to shape your small business marketing strategy—a pathway to standing out in your local market and an invitation to request a free local SEO audit from Provaro Marketing.

Understanding Local SEO

Local SEO is a specialized form of SEO that focuses on optimizing a business’s online presence to attract more customers from relevant local searches. The primary distinction from general SEO is its hyperlocal focus—targeting people in the same geographic area as your business. Embracing local SEO can set your small business apart, making sure neighboring customers see your business first when they’re searching online.

Google My Business Profile for Local Marketing

One fundamental step in local SEO is to claim and meticulously optimize your Google My Business (GMB) profile. This essential tool is your business’s most visible snippet of information, aiding customers in finding and assessing your services.

Action Items:

  1. Claim your GMB profile.
  2. Validate all business information, such as location, hours, and services.
  3. Encourage and manage customer reviews.
  4. Utilize GMB posts to keep your audience engaged with news and offers.

By managing your GMB profile effectively, you can significantly increase your local online visibility.

Leveraging Local Keywords

Incorporating local keywords into your website and content is like planting signposts that direct local traffic to your business. These are terms that potential customers are entering into search engines when looking for services in their area.


  • Research keywords specific to your locality.
  • Infuse these keywords into your website’s metadata, headers, and body content.
  • Include locations in key tags and descriptions.

This strategic placement ensures that search engines and potential customers understand where your business is and what it offers.

Cultivating Online Reviews

Reviews are the lifeblood of local online reputation. Positive reviews can bolster your trustworthiness, while a well-managed negative review can showcase your commitment to customer satisfaction.


  • Encourage customers to share their experiences online.
  • Monitor your reviews regularly, responding professionally to each one.
  • Consider incentives for customers who leave feedback.

A robust collection of genuine reviews not only aids in improving your SEO but also builds your business’s credibility. If you need an easy way to increase and manage your online reviews, schedule a demo of our reputation management software, Lucro.

Local Link Building

Garnering local links from esteemed sites sends signals to search engines about your locality and relevance. A local link is like a nod from the community, a digital “vouching” for your business.

Get Local Links By:

  • Partnering with other local businesses for cross-promotion.
  • Engaging in local events and fundraisers.
  • Engaging with local bloggers and media for features or mentions.

This interconnected web of local references boosts your business’s standing in local search results.

Social Media for Local Engagement

Social media platforms offer a unique avenue for connecting with local customers. They allow you to engage with your community in real-time and showcase your business’s personality.


  • Tag your location in posts.
  • Use local hashtags to increase visibility.
  • Join local groups and contribute to community conversations.

This localized social presence can significantly increase your footprint in the area’s digital landscape.

Utilizing Local Structured Data Markup

Structured data markup is code that you add to your website to help search engines understand your content’s context. For local businesses, this means making sure search engines recognize all elements of your business, including your area of service.

Implementation Tools:

  • Google’s Structured Data Markup Helper.
  •’s local business guidelines.

This technical SEO is vital for enhancing visibility in rich snippets and local search results.

Regular Tracking and Analytics

Without measuring your success, it’s hard to know if your local SEO efforts are paying off. Regular tracking allows you to understand user behavior and tweak your strategies accordingly.

Tools for Tracking:

Assess your local SEO frequently and adjust your tactics as needed to ensure you stay ahead of the curve.

Want Help With Your Local Marketing Efforts?

Generating local traction online is no small feat, but with the right approach, your small business can shine brightly in local searches. Remember, SEO is not a one-and-done deal; it’s an ongoing endeavor that requires persistence and adaptability.

Ready to kickstart your journey to local prominence? Don’t miss the chance to gain professional insights tailored to your business—request a free local SEO audit from Provaro Marketing. It’s your first step towards a customized strategy that will put your small business on the local map.

Interested in strengthening your local online presence? Our team at Provaro Marketing has a proven track record in propelling small businesses to the top of local search rankings. Unlock your free local SEO audit today, then schedule an appointment to review the results, and begin the journey to local success.

Related Articles:
The Ultimate Guide to Local SEO for Small Businesses: Boost Your Online Visibility
What are Google Local Services Ads and Are They Right For Your Local Business?
How Local Search Engine Optimization Can Drive More Customers to Your Doorstep
The Power of Local Search Engine Optimization: A Guide to Dominating Local Search Results
What is the Google Local Pack?

About the Author

As a top industry expert with more than 20 years of marketing experience, Sarah Giometti founded Provaro Marketing in 2009 after developing her marketing savvy as a marketing and graphic design professional within one of the top mechanical contractors in the U.S. and a large medical group. Sarah has a passion for marketing solutions that drive measurable results specific to local businesses. Sarah has integrated this dedication to growth-focused digital marketing strategies into the business practices at Provaro. As a small business owner herself, Sarah knows how vital growth remains for any small business, which is why she focuses on the best strategies for local business growth.