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How to Outrank Other Local Businesses

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Any growth-focused business owner wants to secure page-one rankings on search engines such as Google. But it’s not just other global websites you need to outrank — if you have a brick and mortar business or rely on local custom, then you also need to build your local authority to stand out among your nearby competitors.

With a well-crafted strategy, you can position your business as the preferred choice in your niche within your local area, translating this reputation into formidable online rankings. 

Here are some of the most effective ways to outrank your local competition:

1. Optimize your Google Business Profile

Google Business Profile is a free tool that allows you to take charge of how your business appears on Google Search and Maps. If you run a business that serves customers at a particular location, or you serve customers within a designated service area, your Business Profile can help people find you — according to Google, verified businesses on Google are twice as likely to be considered reputable.

Let’s say someone is looking for a nearby coffee shop. A simple search like ‘coffee shops near me’ will list relevant Google Business Profiles at the top of the results page. If you’ve got an active profile that appears here and other local businesses don’t, that’s already going to put you ahead of them in the rankings. 

Appearing in the local three-pack (the top three local business listings on Google Maps) also means more website traffic. These kinds of signals can help build your relationship with search engines, as consistent website traffic suggests that users find your content relevant and valuable, which ultimately equals better rankings.

2. Focus on local keyword optimization

Keyword optimization involves integrating relevant keywords across your website or online content to improve its visibility in search engine results. More specifically, location-specific keywords such as ‘gardening services in Bristol’ can help you match the search intent of local customers.

This becomes crucial in the quest to outrank other local businesses. Attaining a top position for each location-specific keyword related to your products or services can significantly improve your performance compared to competitors. The emphasis on local keyword optimization ensures that your business is more likely to be discovered by individuals searching for relevant offerings in your specific geographic area.

Investing in SEO services can be a good way of ensuring that you’re targeting the right keywords and maximizing your ranking potential, but you can perform keyword research independently too. Which keywords are similar businesses ranking for? Who’s got the number one position for the most competitive keyword? This will provide valuable insights into which terms are yielding the best results and where you could tap into less saturated search terms.

3. Build relationships with local news outlets

Another effective strategy to outranking local competitors involves enhancing your local PR coverage, and a key way to achieve this is by fostering connections with local news outlets. You could start by writing your first press release; if you have a new product, service, or project launching, let it be known in an engaging press release and share it with local journalists.

Gaining online coverage increases your chances of being featured in articles, interviews, or other media coverage, which boosts your visibility and puts you in the spotlight, potentially overshadowing your competitors. 

Plus, from an SEO perspective, when reputable websites link to your business it signals to search engines that your content is valuable and authoritative. This can result in improved search engine rankings, making your business more visible to users searching for relevant products or services.

4. Create locally relevant content

Tailoring your content to resonate with the local community is key to engaging your audience and outranking your local competitors, especially since 46% of all searches that happen on Google have local intent. 

Sticking with our previous example, you can tap into local content by writing blog posts that explore topics specific to Bristol’s gardening scene. A blog such as ‘A Guide to Seasonal Planting in Bristol’ or ‘Transforming Your Bristol Garden: Expert Tips from Local Gardeners’ not only provides valuable insights to your audience, but also positions your gardening services business as a local authority.

This strategic content creation approach serves a dual purpose. Firstly, it strengthens your connection with the community, showcasing your understanding of the community’s unique needs and preferences. Secondly, this localized content strategy is designed to target specific local keywords. As Bristol residents search for gardening services or advice, your content is more likely to appear prominently in search results, thereby outranking your local competitors. 

5. Create quality video content on social media

Maintaining a consistent presence on social media is expected for businesses of all sizes. In today’s digital landscape, social media functions as a search engine of its own. Platforms like Instagram, TikTok, and Facebook are increasingly used by people to discover brands and products, so it’s vital that you engage with these channels for local visibility.

Creating high-quality video content is crucial in today's digital landscape. Video content is booming on every platform, and to stand out, it's essential to use reliable free video editing software. This free editing software programs simplify the process, allowing you to create compelling videos customized for platforms like YouTube shorts, Instagram Reels, and TikToks. By seamlessly integrating these visually appealing videos into your strategy, you'll experience a significant boost in online visibility and brand engagement.

While social media isn’t a direct search ranking factor, it significantly contributes to your overall online visibility. A well-optimized social profile can impact how your brand appears in search results, leading to increased clicks, engagement, and potential leads. To optimize your profile, include your location in your bio; if you have a physical location such as a shop, tag this location in relevant posts and use location-specific hashtags. 

When you integrate SEO strategies into your social media approach, you enhance your chances of standing out in the crowded digital landscape. Just as optimizing your website helps improve its visibility in search engine results, optimizing your social media content can lead to increased exposure and engagement.

Considering the locality of your business throughout your strategy will help you secure a prime ranking position within search engine pages. From targeting the right keywords to optimizing your social media accounts, it’s time to consider a more location-specific approach if you want to outperform your local competitors.

January 30, 2024
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