For most print and mail companies, their clients are drawn from a limited geographic area and their competition is primarily other local vendors. Even companies that use cloud-based customer portals or accept electronic versions of documents to be printed, shill have people walk through their doors to pick up orders. For this reason, it is important that potential customers can find your business, understand the services you provide and appreciate the value you deliver. The best way to accomplish this is by maximizing your local Search Engine Optimization (SEO).
What is Local SEO?
Search engine optimization is mostly a function of how high your website ranks in a Google search. The higher up your site is on a page, the more people will see it and find your business. However, there are many factors that go into online searches and location is one of them. Whether someone is searching for the nearest gas station, restaurant, or print and mail shop, the town or city is a critical component of that search, which limits the choices Google and other search engines show as a response. The goal is for your print and mail shop is at the top of any result list that a local web user sees. This is local SEO and there are several free and easy things you can do to maximize it.
Google My Business
The place to start with local SEO is Google My Business. This free listing service gives you the opportunity to share information about your business, respond to reviews, and add photos. Google My Business also serves as a master information hub that links Google Search, Google Maps and Google + in one location.
This process is so easy and begins by establishing an account and verifying it through Google My Business’ verification process. This verification step is very important because an owner-verified account will rank higher in a web search than non-verified ones. Next, complete your business profile, which includes your NAP – name, address, and phone number.
You can and should also include:
Before publishing this information check and double check that everything is accurate. You don’t want to lose on a great print and mail customers because they are frustrated that the phone number is wrong.
Local Search Engines
Once your Google My Business profile is verified and accurate, you can create profiles on other local search engine websites such as:
Select those sites most popular with your target audience and those which fit your business. You don’t want to list your company on every site since some are quite specialized to restaurants, healthcare, etc., so pick the ones that make sense. Again, make sure your NAP and other information is accurate across every site. Also, be consistent. If your business has more than one telephone number or email address, pick one and use it across all listing. Another key is to double check that your hours of operation are accurate. Some of these search engine sites have default settings for this information, so take extra care.
Every print and mail business should have a website, but SEO doesn’t stop there. Local SEO is critical to geographically-limited business and only requires a small time investment to maximize it. Take these simple steps to receive higher rankings on local searches and bring in more business.