June 15, 2018 | Sarah Danks

Local Search Engine Marketing

You might think, “My construction business doesn’t need to worry about this “local SEO” stuff.” But, while we know every marketing campaign is unique, and we don’t do one-size-fits-all solutions, we do highly recommend doing at least the basics in local search.

We like to include it in our core offerings for construction companies and contractors:

First things first, though. Let’s delve into what local search marketing is, and how we optimize your website for it.

Introduction to Local SEO

So, what is “local SEO,” or “local search marketing,” anyway? Even in this day and age every marketer has a slightly different connotation of it, somewhat akin to bounce rate.

Whenever someone performs a search and geography creeps into the relevancy factor, you’re dealing with local search engine optimization. Take a look at some examples:

  • “Minneapolis real estate lawyers”
  • “Bars in Saint Paul”
  • “Dog boarding in the Twin Cities”
  • “Handyman in Roseville”
  • “Solo movie show times”

According to Google, local search now includes searches done for services/products on a mobile phone — e.g., “buy a new phone,” “food delivery,” etc:

“…you’ll probably see local results if you search for “Italian restaurant” from your mobile device. Google will try to show you the kind of nearby restaurant that you’d like to visit.”

With how popular mobile devices are, and the amount of people performing these types of searches every day, it’s of vital importance to not only be aware of local SEO, but actively focusing on it.

Here’s something else: studies have shown that people performing local searches are more inclined to purchase/act than their counterparts:



But it’s not enough to merely try to optimize for local searches; you should know what’s important to your users.

In regards to local search — as with any search engine query — the search engines want to display the results that best match the users’ keywords. Not only that; they’re trying to match user intent, as well. In order to do that, Google (and the other search engines) decides which listings are shown based on three main criteria:

  1. Credibility
  2. Distance
  3. Relevance

Let’s delve into these three very briefly, and then I’ll go over how the search engines determine these influences.


How do search engines decide how “credible” a business is? What does that even mean?

This is where it can get a bit tricky — sometimes I like to replace “credibility” with”prominence” to make it easier to digest. Basically the search engines are looking for external factors (other than where you’re located or the keywords you’re using in your web copy) to determine this factor.


We’re not talking the six degrees of Kevin Bacon here, we’re talking about actual geographical distance. It’s a local search, after all. If I’m physically located in St. Paul and want to find a construction company, I’m not interested in those based out of Brainerd; I want to find the closest location to where I live because of convenience.

Here are the aspects that search engines take into effect to figure out your company’s credibility.


As with any search engine optimization practices, search engines look at how relevant a page is to the keyword the user typed in  — how well does the content on your site match the query?

Which elements affect Local SEO?

According to the marketers at Moz, there are several signals search engines utilize to determine the prominence — credibility, if you will — of websites in local search queries, including reviews, links, Google My Business, and other on-page factors:


(screenshot stolen from Moz’s Local Search Ranking Factors)

Showing up for local searches isn’t as easy as including the geographic area(s) you service in your content. It’s a bit more complicated than that…

…that said, fortunately we know a list of what’s important in this type of search:

  • Consistent NAP
  • Reviews
  • Local links
  • Mobile-friendly website
  • Local keywords
  • Schema markup

Here’s a brief breakdown of each element listed above.

Name, Address, Phone Number = N.A.P.

As a local construction business, you need people to be able to not only find you on the web, but easily contact you. Hence the need for a consistent business name, address and phone number (NAP). This is part of the “distance” factor.

If your company is sitting at a brick-and-mortar location, the first step you need to take — after having a stellar website, naturally — is setting up Google My Business (GMB). Essentially it’s a “listing” that shows your address, phone number, hours of operation, etc.

Even if you don’t have an actual “office,” you’ll still want to set this up to get a local presence established. Often what happens in a search for a company name (or even geo-specific keywords related to your services) the first results people will see will be the Google My Business listing.

Don’t worry, you don’t have to pay for this service.



You’ll need to choose a category for your business, and accurately describe the services or products you offer. If you’ve moved locations or had more than one person adding information to your GMB profile, it’s essential to get in there and make sure your NAP info is current.


Reviews and star-ratings are oh-so-important in the realm of local SEO. They not only tell others of your clients’ opinions of your services, they also influence the local search algorithm — meaning they factor into the prominence of your local listing.

You can’t technically control the types of reviews your business gets, but you can certainly influence your customers to write good ones. How?

  • Offer great customer service,
  • have a wonderful product/services you believe in, and
  • respond in a timely fashion to negative reviews.

Yes, even negative reviews can be helpful. How? They present an opportunity to show you care about your customers by fixing what went wrong.

But, the flip-side is this: a lot of negative reviews can hurt a listing since no one wants to hire a company with mostly bad feedback:


Which business of the three listed above would you be most willing to call on to fix your dishwasher?

Businesses aren’t technically “allowed” to solicit reviews, but of course it doesn’t hurt to ask! Recently I was telling my auto mechanics how much I loved their personal service. The owner said, “Thank you — we love that you think that. But it’d mean even more if you wrote it online!”

I literally facepalmed — duh! Of course they want to hear it; they prefer it in an online review so others can see it, too!

While studies have shown that consumers rely on reviews when making purchasing decisions, they also show many people won’t give reviews unless asked for them:

“…only 14% of consumers would write an organic review, while 29% would if a company asked for the review.”

You might think that you want to solicit only 5-star reviews for your business, but beware the temptation! Only having 5-star reviews can actually hurt your business’ credibility, instead of helping it. Sounds opposite of what you’d think, right?

It turns out people are far less likely to trust a company with only 5-star ratings, versus those companies that don’t have perfect reviews — less-than-perfect ratings show you’re a real business, with real reviews.

There are even companies that will buy fake 5-star reviews in an attempt to game the system and boost their local search rankings — but you can pretty easily spot the fakes! Example: Renters Warehouse. They have A LOT of 5-star reviews, many of which come from “reviewers” with a) no picture, b) similar verbiage across reviews, and c) only 1 review.


So, yes, there is such a thing as “black hat local search,” and businesses can still game the system with fake reviews — but people are pretty savvy about figuring that out (even if Google isn’t yet).

Local Links

Any SEO worth their salt knows links are an integral part of SEO, helping search engines determine credibility for a website…

…and for local-based searches, it’s the same as with any search optimization, except LOCAL links are valued more than just “any” incoming links.

You can think of an incoming link as a vote of credibility for your website — and in a local search, a link from a relevant nearby source will tell search engines — and users, naturally — that you’re a credible LOCAL resource. I like how this Search Engine Journal writer describes local links:

“…local SEO is about citation building — getting your name and address mentioned by local sites with authority…


citations are the local SEO equivalent of links, pointing to your brick-and-mortar location instead of your website.”

This is another indicator for the prominence factor. As mentioned in the SEJ journal article above, Google pulls information from various resources to determine a site’s relevance to local search. By acquiring relevant links/citations, you’ll help your business show up (higher) in local searches.

If you need more information on acquiring local links, check out this helpful post on Moz.


It should be a no-brainer that nowadays every website needs to be easily accessible via mobile devices (as well as desktops and laptops, obviously). The easiest way to ensure your construction website is mobile-friendly? Build it with responsive web design, of course.

But what does being mobile-friendly have to do with local search?

Well, back in April of 2015 Google began using mobile-friendliness as a ranking signal. Mobile searches are on the uprise (I wonder if we’ll even have “normal” desktops in 20 years???), and since Google’s all about their users, they want to ensure it’s easy to access ANY website in their SERPs — regardless of device.

According to Google (May 2015):

“…consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US…”

If it’s important to Google, it needs to be important to any business with a website.

That holds true(r?) today, as Google fully implemented mobile-friendliness as a factor in the algorithm this past May. Again, mobile searches have taken over desktop, and only continue to become more prominent as the entire world moves to smartphone usage.

Will these voracious mobile searchers be able to find — and USE — your website?

Local Keywords

Of course, a core part of any SEO strategy is the use of keywords. Again, in local searches the entire premise revolves around geography — as in, people are searching for businesses/services/products nearby.

Enter: the “near me” searches:

  • restaurants near me
  • dog parks near me
  • Chinese take-out near me
  • chiropractors near me
  • construction companies near me

In the past 5 years, the use of “near me” in searches has grown quite rapidly:


As with any type of online marketing, you need to be actively pursuing opportunities for your business.
“Near me” searches are a huge opportunity, and obviously only seem to be increasing in number.

Now, as an 11-year veteran of SEO, even I got a little confused with the on set of the “near me” searches…

…how do you optimize for that, anyway???

Well, obviously you don’t actually optimize for the phrase “near me;” you need to include local keywords on your website such that when people are using their mobile phones, and they type or SAY “find x near me” you’ll be found because of relevancy + distance from phone, not because you have placed “near me” into your content.

But, that said — gone are the days of making laundry lists of all the cities, towns, townships and counties that your business represents. After the Google Pigeon local algorithm update, you can no longer get away with keyword-stuffing your content with local keywords, geographical terms, etc.

You certainly have to tell visitors (and search engines, of course) where your business is located, and the areas you service…

…but you shouldn’t be doing it like this:

Our Minneapolis construction company serves clients in Minneapolis/St. Paul and the surrounding Twin Cities, as well as throughout Minnesota. If you’re looking to move into an apartment in Minneapolis, or need a truck to haul your belongings to a single family home in Minneapolis, or you’re looking to move your business offices into Minneapolis, look no further! Our Minneapolis construction company is here to help with all of your Minneapolis construction needs.

I like the way this Search Engine Land article lays it out:

“If you read your content out loud and it doesn’t sound like something you’d say to a customer over the phone or in person, then it’s wrong. Period.”

So, include local keywords in your website content, but keep it natural, and don’t include “near me” or over-use geographical terms. Google and the other search engines will know where you’re located without you spamming the content to tell them so.

Another great thing about using local verbiage in your content is that the mom-and-pop shops can now compete against the big box companies. As laid out in this Search Engine Watch article, using local “intent” such as geographic relevance, or even time of day, can help the small businesses compete in PPC marketing with the nationwide companies.


In a nutshell, local search marketing is optimizing your online marketing efforts for the specific geographic area you serve. Mainly this helps brick-and-mortar locations bring in actual visitors via searches they found while searching locally (e.g. someone looking for construction services in their hometown).

High points to hit when optimizing for local SEO are:

  • Create a listing on Google My Business
  • Have consistent NAP on all your online listings
  • Use geographic keywords within your website copy to tell people where you are and the areas you service
  • Ask clients for reviews
  • Make sure your site is mobile-friendly

Of course, this blog post — and the series in general — isn’t meant to be a thorough how-to on optimizing for local search; rather it’s a quick-and-dirty introduction or summary of the highlights.

As with any search engine optimization, you can’t pigeonhole the process — it’s online marketing, after all! And, naturally, it’s an ever-evolving landscape. Local search changes all the time, so you’ll need to keep up on updates (or hire someone who does 🙂 ).

To all of our current — and future — construction company clients: know that we work for you to build your entire online presence, but we also focus on local search — including updates and changes — in order to get people through your doors.





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