The "buy local" movement isn't just a trend for business owners in New Jersey; it's what keeps your business going. Right now, your customers are looking for you on their phones in your towns.
They're typing "best pizza near me," "plumber in Morristown," or "boutique in Red Bank" into Google. If you're not one of the first three results on that little Google Map, no one can see you.
A lot of business owners think that Local SEO is as easy as making a "Google My Business" profile and leaving it at that. That might have worked back in 2018. "Near me" is just the start in a market as competitive as New Jersey.
True Local SEO is a complete plan for taking over your service area. This is why it is no longer optional.
The New Homepage is Google's "Map Pack."
Think about how you search. What do you look at when you look for a service in your area? You aren't going down to the 10 blue links. The box at the top has the map, the names of three businesses, and the star ratings.
More than half of all clicks go to this "Map Pack" (or "Local Pack"). If you're not in that 3-pack, you're losing most of your potential customers to your three biggest competitors.
It's Not Only About Being Close; It's Also About Being Relevant
Google's job is to give the searcher the best answer, not just the one that is closest.
This is when a real plan comes into play. Google knows what you do, where you do it, and how well you do it thanks to your local SEO work. There are three parts to this:
• Relevance: Are all of your "citations" (your name, address, and phone number) the same on all the websites (Yelp, Foursquare, and industry directories)? Does the content on your website make it clear that you are a "HVAC contractor in Bergen County"?
• Prominence: This is your power. Do other well-known websites in your area link to you? Is there a story about you in the news?
• Reviews: This is the strongest sign of all. How many reviews do you have? When were they made? And most importantly, are you answering them?
The Strength of "Hyperlocal" Content
Your competitors are going after "New Jersey." You can win by going after "Cherry Hill," "Princeton," and "Jersey City."
A real Local SEO strategy is more than just writing generic blog posts. This means making content that shows you are a part of the community.
• A landscaper in Short Hills could write, "The 5 Best Plants for New Jersey's Clay Soil."
• A painter in Asbury Park could say, "How to Keep Your Siding Safe from Salty Shore Air."
This content not only draws in your ideal customers, but it also tells Google that you are the go-to source of information in that area.
Reviews Are Your Sales Team Around the Clock
Think about the last time you bought something without first reading the reviews. Your customers are the same way. The best way to turn a searcher into a lead is to get a steady stream of recent, positive reviews with 4 or 5 stars.
A Local SEO plan includes a "reputation management" system that is always on to ask for, keep track of, and respond to all reviews. Responding to a bad review in a professional way can often make people trust you more than ten good reviews. It shows that you care and are involved.
Your competitors are already doing it.
You can't just sit back and let things happen in a market as crowded and competitive as New Jersey. Your local rivals want that 3-pack.
Being "near" your customers is not a marketing strategy. You have to show Google that you are the best, most trustworthy, and most knowledgeable option in your area of service.
