Passed on 22 May, 2025
3. Finding your local audience
In this lesson, you’ll learn how you can reach customers who are physically close to your business using search engines, local directories, and social media sites.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Identify how to increase rankings in searches for local products and services.Understand how to attract local customers using local directories.
Learning objectives
By the end of this lesson, you’ll be able to:
Identify how to increase rankings in searches for local products and services.
Understand how to attract local customers using local directories.
SEO for local businesses
Search engines are powerful tools for connecting potential customers with businesses. They can prioritise your business in search results if a searcher is nearby or wants options in your area.
Get set for local success
You explored Search Engine Optimisation (SEO) in theOrganic Searchmodule. When trying to attract local customers, SEO should consider geographical factors. Let’s find out how this can be put into practice.
Share your location
Let search engines know where your local area is by including information like your business address or service area on your website. This way, search engines can prioritise your website for local searchers.
Make your blog local
Content on your website should help to identify your geographic location. One way to easily add regular, relevant content is with a blog. These could include references to local events you’ve joined, descriptions, photos, and videos of your products and services in the local area, and special offers for local customers to try out products in-store.
Include keywords
Keywords are terms your customers search for when trying to find products and services you offer. Use keywords in titles, headings, descriptions, and website content, including your location.
Share customer content
Organic user-generated content on social media is powerful. Reach out to local creators and ask if they’d like to feature on your website with their story about their positive experiences of your business.
SEO starter
Ali owns a skate shop in Umeå called Flip & Flow. They sell a lot of products online but want to boost their sales with local residents and visitors.Which opening blog sentences could help their website appear in local searches for skateboards, skates, and relevant accessories in Umeå?
Which opening blog sentences could help their website appear in local searches for skateboards, skates, and relevant accessories in Umeå?
Which opening blog sentences could help their website appear in local searches for skateboards, skates, and relevant accessories in Umeå?
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The power of local directories
Local directories are a great way for local businesses to connect with potential customers in their area. Let’s explore how to get started.
Creating a local directory profile
In the previous lesson, we learned that online local directories list businesses in a specific area. There are many to choose from, including directories that belong to different search engines and specialised directories for different business types, such as bakeries and hairdressers.Let’s find out more about getting set up.
Let’s find out more about getting set up.
Let’s find out more about getting set up.
Explore your options
Explore popular, well-known directories, directories on social media, review sites, small regional directories, and industry-specific options.If you’re not sure where to start, you could try searching for a business that’s similar to yours using a search engine. This can help you find out which directories they appear in.
If you’re not sure where to start, you could try searching for a business that’s similar to yours using a search engine. This can help you find out which directories they appear in.
If you’re not sure where to start, you could try searching for a business that’s similar to yours using a search engine. This can help you find out which directories they appear in.
Complete your registration
Every local listing site has its own registration and verification process. Directories may ask you to prove that you’re the owner of the business you’re creating a profile for. Be sure you follow the instructions to verify your profile or it won’t go live and potential customers won’t be able to find it.
Add your details
As well as including a business name, address, and contact details, you can include additional information like opening hours, photos of products and services, videos, and any other details you’re able to list. This can help a business profile to stand out from competitors.
Choosing the right category
You may be asked to choose one or more categories to describe the business. As the categories are usually standardised to make search easier, they might not fit a business exactly. However, choose the best fit to help customers find you.
Top tips
Here are a few top tips for making the most of your online business profiles.
Check your knowledge
It's time for you to check and reflect on what you've learned so far.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1 of 1
Mai owns a local bike shop and wants to be noticed more by the people in her town. She decides to set up a business profile on a local directory. Help Mai create her listing by choosing which information will help more people in her town locate her business.The correct answers will be displayed once you have added each card to a category.
The correct answers will be displayed once you have added each card to a category.
The correct answers will be displayed once you have added each card to a category.
Almost.Any business profiles Mai has should all use her business name - which should be consistent across sites and physical stores. She should add her physical business address and/or service area and business contact number, but not her personal details. Customers need to know the correct opening hours, and images should be of the actual store and the stock within it.
Any business profiles Mai has should all use her business name - which should be consistent across sites and physical stores. She should add her physical business address and/or service area and business contact number, but not her personal details. Customers need to know the correct opening hours, and images should be of the actual store and the stock within it.
Lesson complete
Great job!You now understand how to use SEO and local directories to find your local audience.Head to the next lesson, where we’ll find out more about advertising locally.
You now understand how to use SEO and local directories to find your local audience.Head to the next lesson, where we’ll find out more about advertising locally.
Head to the next lesson, where we’ll find out more about advertising locally.
Head to the next lesson, where we’ll find out more about advertising locally.