91.5% of Google traffic stays on the first page, and only 4.8% of users click through to the second page of a search. That means that more than 90% of people never get past the first page.(Chitika)
As a small business owner, the Google search engine results pages (SERPs) can make or break your business. It's essential that Google knows not only where you are located, but what you offer so that your business can appear in front of a highly relevant audience.
Local Business Pages
First and foremost, create a local business page for all 3 major search engines (Google, Yahoo, Bing). Simply fill out your business information and you'll be setup. In the US, Google is the clear leader in search engines, but with how easy it is to set up, there's no reason to not fill out your business information on Yahoo & Bing.
Optimize your pages and enhance your website rank while improving your customers experience. Providing quality content (blog posts, information, infographics, high quality pictures) can separate your site from the hundreds of other sites out there. In addition, honing in on your chosen keywords will categorize your business properly and ensure your site is being shown to the right people.
According to this study on Search Engine Land, Google's new carousel design takes reviews into account as ranking factor. More importantly, your reviews are how your customer sees your company on SERPs. Which business would you be more likely to go to? The shop with 35 reviews and 4.5 stars or the shop with 12 reviews and 3 stars? Luckily, getting reviews for your business is simple. However, it's up to you to make sure they're positive! Leave a button on your website for customers to leave reviews, prompt customers after purchasing to leave a review, or talk with them in person if you have a physical store. Customers are your greatest marketing ally, provided that you deliver them an exceptional experience.
For small local businesses, customers want to see what your shop looks like! Simply visit your local listing and add photos. It will prompt you to upload photos of both the outside and inside of your shop.
Local press, listing in an online phone directory, member of an industry association -- When other sites, people, companies post about your business online your website rank will increase significantly. The higher the quality of the site linking to yours, the better. Google pays attention to these citations, and the more you have, the better your site will rank on SERPs. These citations are extremely important for businesses limited by geography, because it is with these citations that Google is able to determine that your business operates in X neighborhood/town/city and not the one next door. A quick way to increase the number of citations your site has is to partner and support local organizations who will link to your site.
As always, reach out if you have any more questions on how SEO can impact your business!