Local SEO is critical when the summer crowds are gone and traffic gets quieter. Most northern Michigan businesses now rely more on local customers.
For retail shop owners who haven’t added ecommerce to their website, local customers become even more important during the slower fall and winter months.
Right now is a good time review your local SEO strategy.
Because, you have one, right?
Local SEO in Simple Terms
Local SEO simply means helping your business show up when someone nearby searches for what you offer.
Traditional SEO helps you rank for people anywhere in the world
Local SEO helps nearby customers find your physical store or service area the exact moment they need.
Think about the way people search:
“Coffee shop near me”
“Petoskey plumber”
“Gift shop in Harbor Springs”
“Hair salon near me”
“Best lunch in Boyne City”
We rarely search for what we need by business name.
We’re searching for an actual product or service we need right now that’s nearby.
A good Local SEO strategy will make it easy for Google and AI-powered search tools understand what you do, where you are, and who you serve.
Start With Your Google Business Profile
So, you’ve claimed your free business listing with Google, right?
Because, your Google Business Profile is one of your most important local visibility tools.
Make sure the basics are accurate:
- Business name, address and phone number
- Current hours
- Website link
- Business categories and services
- Photos
- Business description
- Products or services
- Recent customer reviews
And don’t just set it and forget it.
You need to add fresh photos often, publish interesting updates, and remind happy customers to leave a review.
Make sure potential customers are seeing the most accurate information about you.
Add Local Cues to Your Website
Don’t make visitors try to figure out where you do business.
Google shouldn’t have to guess, either.
Find places on your website where it feels natural for mentioning your location and service area.
Instead of saying:
“We provide website design services”
I would say:
“Abuzz Creative provides affordable website design services for businesses in Petoskey, Harbor Springs, and northern Michigan.”
Two things: I replaced “we” with my business name. Then I added geographic context.
Adding both my name and my service area helps search engines and potential customers understand if my business is relevant to their search.
However, don’t go crazy stuffing city names into every paragraph. Just write naturally for humans first.
Local SEO and Consistent Information
Take a moment and look to see how your business appears around the Internet.
- Is your business name the same?
- Does your website link go to the right place?
- Is the phone number correct?
- Are your business hours current?
Look at your website, Google Business Profile, Facebook page, Apple Maps, Bing, and important local directories like your chamber of commerce listing.
Local SEO Helps Local Customers Find You
I get it. Northern Michigan business owners spend a lot of energy preparing for tourist season.
But, when summer visitors head home, the internet doesn’t close for the season.
Your neighbors are here and they’re still searching.
They need contractors, restaurants, shops, professional services, auto repair, healthcare, gifts, and more throughout fall and winter.
Local customers are searching for your services or products. These are the people you need right now.
Local SEO helps make sure your business has a chance to appear when they go looking.
A Simple Local SEO To-Do List
Your goal with local SEO is to help your business show up in local search results, so now is the time to start optimizing your online presence.
So, before winter settles in:
✓ Update your Google Business Profile
✓ Double-check your hours and contact information
✓ Add new photos with local interest
✓ Make sure your website clearly says where you’re located and what areas you serve
✓ Update old or outdated website content
✓ Check how your business appears on Apple Maps and Bing
OK, don’t let this list overwhelm you! There’s no need to do it all in one afternoon.
Pick one item and fix it. Then move on to the next task.
Remember, Local SEO isn’t about trying to reach everyone.
Local SEO is about making it easier for all those cool locals to find you.
Get the Buzz – Contact Marcie Wolf
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