How to diversify local search optimization

In order to have a leg up on the competition, businesses need to employ strong online marketing tactics - specifically local search marketing. There are many ways businesses can go about making their online presence known, but a strategic and mindful approach will win over the most customers. Putting the brand image on the internet is all about targeting specific audiences and garnering the attention of interested parties and, in this case, the ideal prospects are those searching for a company within their own community.

Engaging with surrounding community members and building the brand image is incredibly important, especially for smaller businesses. But not everybody interacts online in the same manner. For this reason, it's important that marketers solidify their online presence across multiple platforms.

Proper local SEO tactics are constantly evolving, and one of the latest changes made to search engine optimization is the incorporation of other social and online platforms in list ranking. The more a company interacts and gains reputable attention across other online platforms, the higher its ranking. In other words, businesses need to diversify their marketing on the internet so their brand is visible to a larger local audience. Here are four ways to do so:

1. Research smaller sites
There are smaller sites that local businesses can look into partnering with, according to Business 2 Community. These smaller sites generally specialize in specific industries and offer resources for niche communities. Plus, they offer a more targeted audience.

2. Invest in social media
The social media world is growing at a rapid rate, and local search optimization requires companies to have a good grasp on social channels. Better customer interaction on social sites makes a brand more reputable and helps the company site rank better. Business 2 Community suggests creating Twitter, Facebook, Pinterest, LinkedIn or Google Plus profiles to offer a more compelling experience for customers and hopefully garner more leads.

3. Know the neighborhood
Business owners should have a good idea of what kind of community they are operating in, where local citizens are interacting with each other and what they value in an organization. Knowing this will help target marketing strategies and include important information or events on the company website.

4. Keep an eye on competitors
There may be other competitors in the area and their businesses may be taking away from possible lead opportunities. While community reputation is important, one way to get ahead is make sure the company website ranks higher than others on local searches.