We’ve devoted past articles to some of the key SEO tactics outdoor brands can leverage to increase their online visibility and findability. (For a quick rundown on some of the top on-page and off-page SEO tactics your brand can consider to boost its search-engine rankings, check out our “SEO 101 for Outdoor Brands” blog article.) So today, we wanted to put a specific focus on a particularly powerful type of search engine optimization — local SEO.
6 ways to harness the power of local SEO
According to statistics, most consumers who perform a local search on their smartphones don’t wait long to visit or call the business they find via their searches — in fact, nearly nine in 10 do so within a day. Further, nearly half of all Google searches are performed in an effort to find local information. So obviously, capturing local searches can bring a big boost for your outdoor brand’s local business.
Ready to reel in more local-search traffic for your outdoor brand? Put a focus on these six tactics that can drive more local-search success:
1. Leverage your Google Business Profile … ASAP
A well-curated Google Business Profile not only serves as a virtual storefront for potential customers looking for you online, but it also significantly enhances your brand’s visibility in local search results. (Furthermore, it’s free and relatively quick and easy to create.) With the increasing prevalence of mobile searches, today’s tech-savvy outdoor consumers often turn to Google to discover nearby outdoor stores, gear shops, adventure destinations and more. And by ensuring that your Google Business Profile is meticulously filled out with accurate information, compelling visuals and customer reviews, you improve your brand’s chances of appearing in and catching consumers’ attention with local search queries. This boosts your visibility and also helps instill confidence in potential customers, making them more likely to engage with and choose your outdoor brand. Additionally, regular updates and engagement through the Google Business Profile contribute to a positive online presence, reinforcing your brand’s local authority and perceived reliability.
2. … and use the Google Posts feature to make it stand out
Made available in 2017 to all businesses with Google Business Profiles, Google Posts allow brands to provide updates about their promotions, new product/service offerings, planned events, etc. to consumers who have searched for them. And because the posts appear directly on the Google search engine results page (SERP) and in Google Maps, the functionality offers an opportunity for your outdoor brand to start communicating with potential customers before they’ve even made their way to your website. Especially for brands with brick-and-mortar locations, this offers a great way to add some extra allure and a punch of personality to your Google Business Profile — and to make your business stand out even more in the local search.
3. Optimize your website to capture more local searches
A finely tuned website, tailored to cater to local audiences, can be a powerful tool for reaching and engaging with potential customers within your specific geographic region(s). By incorporating localized keywords, relevant content and geo-targeted meta tags, your outdoor brand can secure a prominent position in local search engine rankings. This facilitates increased visibility and also ensures that your brand is easily discoverable by individuals seeking outdoor products or experiences in their immediate vicinity. Moreover, using local SEO tactics to optimize your brand’s website for local search can also contribute to a better user experience, a factor increasingly prioritized by search engines. As mobile searches continue to surge, a locally optimized website has become pivotal to capturing the attention of adventure enthusiasts on the go — and it can bolster your outdoor brand’s visibility, credibility and, ultimately, its success in local markets.
4. Engage in local link building
Building a network of high-quality, locally relevant backlinks enhances the credibility and authority of your outdoor brand and also plays a pivotal role in improving search engine rankings for geographically targeted keywords. By forging partnerships with local businesses, influencers and outdoor enthusiasts, and by earning links from authoritative local websites, you signal to search engines that your brand is deeply connected with and valued within the local community. These localized links serve as digital endorsements, signaling the relevance and authenticity of your outdoor brand to search algorithms. Further, local link building contributes to establishing a strong online presence within your target geographic area, ensuring that your brand is well-positioned to capture the attention of local audiences searching for outdoor products or experiences in the area. As search engines increasingly emphasize the importance of local signals, a robust local link-building strategy has become an integral component of a successful outdoor brand’s SEO playbook.
5. Keep a close eye on your online reputation
As today’s consumers increasingly turn to online platforms to research and evaluate outdoor brands, the perception created by reviews, ratings and feedback directly influences local search rankings — and consumers’ buying decisions. Positive reviews bolster your brand’s credibility and also serve as powerful signals to search engines that your business is trustworthy and valuable to the local community. Conversely, negative reviews can also significantly impact your local SEO standing, deterring potential customers and diminishing your brand’s visibility. By actively managing and responding to customer feedback, addressing concerns and showcasing a commitment to customer satisfaction, you can safeguard your brand’s reputation and spur positive reviews and improve your local search rankings. Ultimately, a positive online reputation reinforces your brand’s authority in the outdoor industry and contributes to a favorable local SEO ecosystem, ensuring that your brand remains a prominent choice for local outdoor enthusiasts seeking reliable and exceptional experiences.
6. Track your local SEO results
A comprehensive understanding of how your outdoor brand is performing in local search results can provide invaluable insights into the effectiveness of your local SEO initiatives — and can ultimately help your outdoor brand refine strategies, optimize performance and ensure sustained success. By monitoring key metrics such as local keyword rankings, website traffic and conversion rates for specific geographic areas, you can identify trends, capitalize on successes and address any areas requiring improvement. This data-driven approach enables you to adapt your outdoor brand marketing strategies in real time, ensuring that you stay ahead of the competition in local searches. Regular tracking also allows you to gauge the impacts of various initiatives, whether that be local content creation, link-building campaigns or online reputation management. Ultimately, by staying vigilant in tracking local SEO results, your outdoor brand can maintain a strong online presence in local markets and also continuously optimize its approach to deliver the best possible experiences for local outdoor enthusiasts.
Need expert help boosting your outdoor brand’s search-engine rankings — and your exposure to consumers who are looking specifically for the products and services you offer? At TBA Outdoors, our team of outdoor-obsessed marketing professionals has a proven track record of elevating the effectiveness of outdoor brands’ SEO efforts to help them rise above the competition. And as a certified Google Partner, we can offer you the peace of mind that comes with knowing that only 100% white-hat techniques will be used to enhance your SEO efforts, helping keep your website penalty-free while driving transformative lead generation and growth.
Further, we’re a fully integrated marketing firm, which means we can cover all of your outdoor brand’s marketing needs — in one place. From e-commerce and analytics to branding strategy, research, creative, social media, video production, media planning and buying, public relations and more, you can count on us to get the job done right.
To explore how we can help your outdoor brand reach its full potential and amplify the effectiveness of all of its marketing campaigns, reach out to our team of marketing professionals today.