Many small-business owners know online marketing can help them get new customers, but concepts like pay-per-click campaigns can be daunting. Better search results can start with making small improvements to the company website. The following tips can help small-business owners improve their local search results:

1. Make sure contact information is in a visible spot

More than half of small-business websites fail to list the phone number and location in a clear spot, according to Digital Journal. And even if they do, many owners place the phone number and address in the footer, which means users have to scroll below the fold – the part of the website visible without scrolling – to find this vital information. If contact details are not readily accessible, consumers could be annoyed and end up searching for a competitor’s site. Mobile users are often looking for a plumber, specialty store or bakery to contact immediately, so putting the phone number at the top of the site can attract clients. Businesses should also list their hours of operation in a visible location on the site.

2. Optimize for a specific area

Local businesses often have a smaller target area, so PPC optimization can help owners reach the right consumers. Small companies can improve their search engine results by updating their keywords to include location and adding directions to the site. The more refined a target area becomes, the easier it is for small businesses to effectively market to online customers who are most likely to make a purchase by them.

3. Create niche keywords that relate to your business

Small-business owners need to ensure their keyword strategy matches the search terms their potential clients will use to find their offerings. However, competitors may be using similar keywords if the terms are too generic, according to Denistry IQ. Small businesses with multiple offerings need to have different groups of keywords for separate services, which allows for better targeting and lead generation.

4. Create consistent landing pages to match ads

This is another easy improvement small-business owners can make to their Internet marketing methods. First of all, each online ad should have a landing page on the website – a page the ad will direct a user to. The appearance and wording should match the initial ad, Denistry IQ said. The ad is meant to attract attention, and the landing page serves to engage prospects. Often, landing pages include special offers. Maintaining consistency will create a better experience for the consumer and also improve search engine rankings.

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5. Optimize ads for phone calls

The goal of any small-business Internet marketing plan is to generate consumer interaction and interest, which may be manifested in the form of a phone call. In PPC advertising, Google only charges when viewers click your ad and are routed to your website, but phone calls are free, the source said. This can significantly improve the return on investment for online advertising, and small-business owners typically have a more limited marketing budget. The company phone number should be included in all ads, and banners should be set to display online only during hours of operations so someone will be there to take the call.

Although small-business owners may think easy Internet marketing is out of reach, small improvements to PPC techniques can go a long way and help local companies gain new customers.

  • Download the eBook

    Top 10 Online Marketing Trends for 2016

    Where are you spending your marketing budget in 2016? It’s that time again to budget for the coming marketing year. Have you made all the right choices? Download the new eBook “Top 10 Online Marketing Trends for 2016” and compare your plan against what the rest of the industry is doing.
    Download the eBook