What does Local SEO mean to GRIM?

If you’re like most companies, your local neighborhood is where most of your potential customers live. These customers go online to search for a service or product they want, and in many cases they’re looking for a local provider. That’s you. Will they find you when they search? Search Engines are increasingly basing the results they return on geographic location. A good Local SEO strategy aligns with how search engines determine this and helps makes you visible to your neighbors. Your real customers.



80% of consumers use the Internet to look up local info


80% of local searches on mobile devices led to purchases


90% of these purchases were completed in a physical store


93% of small business sites are not mobile ready or compatible

Source: Search Engine Land, Search Engine Watch


All GRIM Local SEO Services are aimed to get you in front of your geographic neighbors when they search for you online. For more information about how we can help you become more visible across the Internet, also check out our SEO Services.

Local SEO-related example of Citations (YP)



A citation is any mention of your business name on the Internet. Both the quantity and the quality of citations are important to ranking in local search results – and to the general visibility of your business online.

Search Results Page for Google showing effects of Microdata and Schema



Schema is microdata that can be included behind the scenes in your website’s HTML code. It’s used by Google, Bing and Yahoo! to better understand your content and improve the way your site appears in search results.

Example of Local SEO-related Reviews (Yelp)



Positive reviews from your customers speak volumes to other potential customers – and are included in the algorithms used by search engines to determine the value of your website.

Social Media icon collage with Client Dashboard showing how it can monitor Social Media Channels



Are customers talking about you through Social Media channels? Review what’s being posted so you can mitigate weakness, enhance strengths, and build new relationships.





Citations can be unstructured – such as a mention of your business in a press release or blog article – or they can be structured – such as in search engine results like Google local or an online directory like YP (Yellow Pages). Structured citations include your address and phone number, and sometimes a link to your website – these are called Listings. Both unstructured and structured citations are important to search engines when they determine your local relevance.

PowerListings Scan Results showing errors in Citations and Listings

Managing Your Citations

Old, missing, or inaccurate information in citations can result in missed opportunities with potential customers. These “bad” citations also negatively impact your local search result rankings. Fortunately, there are several things you can do to mitigate this:

There are literally hundreds of places your business can be listed – each one carries weight in customer visibility and local search results.
Maintain a list of all your listings and their status. Claim all your listings to verify that you are the owner of the business cited. This is often necessary before you can update or enhance a listing.
Clean up inaccurate, incomplete, and duplicate listings – all of them. A single bad listing can be referenced by other sites and services, which can cause these inaccuracies to spread.
Publish new listings, encourage more citations through interactions with other sites and blogs, and add company-sponsored announcements and events. Enhance existing listings (for example, through the use of Schema).




Schema is microdata within your website’s HTML code that helps Search Engines (Google, Bing and Yahoo!) better understand the content they see when they crawl your website. It’s one of the most underused techniques to improve your local search results and can give you a quick leg up on your competition.

Using Schema

Adding Schema to your website HTML code has two primary results:

  • By giving context to your content for the Search Engine spiders, it improves your site ranking in search results.
  • By speaking a language developed specifically for the spiders, you can display certain specific information directly on search result pages (Rich Snippets).

Schema markup tells search engines information like “this text here is the name of my business” and “this text over here is a customer testimonial” and “this is the name of the author of this blog entry”. It’s also good for allowing customer reviews, product announcements, and events to appear in Rich Snippets on search result pages – which is why Schema has also been called “your virtual business card”.

Search Result Page for Apple showing effects of Microdata and Schema

Google Knowledge Graph

Google attempts to display the interconnections between keywords from your search query. This comes as information at the top of the search results page, as well as in the Google Knowledge Panel (the sidebar on the right). And while you can’t control what Google displays, you can influence it using Schema, ensuring you have accurate Listings, and by proper management of your Google+ account.

Read more about how GRIM can help with all your Social Media Channels.




Infographic showing the Impact of Reviews on Local Consumer Behavior

      Source: BrightLocal

Consumers love online reviews; just look at the statistics (and ask yourself if reviews impact your decisions when deciding to purchase products or services).

Consumers find reviews valuable, so the search engines do too. That’s their business – to align search results with what is meaningful to users. Nowhere is this more true than with local search results.
Reviews provide a way to manage your reputation online – and to learn from what your customers are saying. Set up a review-request campaign and use tools like Google Alerts to notify you when your business is mentioned anywhere online. Yelp and Facebook are the leading channels when it comes to managing reviews, but there are many other options as well.
Solicit real reviews, link to the best reviews from your website, and don’t try to get all bad reviews taken down (the search engines don’t like that either). Learn from them, deal with them like any criticism – address specific issues that your customers have and watch you reviews improve. Dealing with bad reviews quickly and mitigating the issue is a proactive way to keep more of the same from showing up.




Monitoring social media for references to your business, brands, competition, and trends in your industry allows you to stay connected and informed – in real time. Turning a blind eye to these channels doesn’t make that flow of information stop, or quiet your customers… in fact, it can have the opposite effect.


When you see what is being said about your business in social media, you have the opportunity to learn and react more quickly and more appropriately than was possible ever before. Mitigate the bad, enhance the good. Fix weaknesses, promote strengths. Think of it as an ongoing focus group for your brands.
Knowledge is power, and customers are not afraid to share their experiences with your competition in social media channels. You can learn what they like – and what they don’t like – about your competitors and trends in the industry simply by listening to what customers are saying.

Social Media is an opportunity to meet your customers, connect with them, interact with them, build relationships with them, and earn their trust. And by addressing real issues and perceptions that they may be speaking about quickly, you can reduce the compound effect of additional negative comments while at the same time building a loyal customer base and strengthening your company.

Social Media Monitoring tab of Client Dashboard showing trends over time

Every day more consumers look online to find information about local businesses.

Will they find your website, or your competition's?

What can GRIM do for you?


We fix inaccurate and incomplete listings so your business name and contact information is consistent across the web; We publish new listings, and refresh and enhance your citations; We track and help you claim your listings to improve your online authority.


We add schema microdata to your website code to improve your search rankings and enhance how you display on search result pages; We use schema to help you promote brand launches, events, customer reviews, and other information on search result pages.


We show you what customers are saying about you on review sites such as Yelp; We set up review campaigns to get more reviews published; We help you manage the good and bad to enhance your online reputation with customers and search engines.


We monitor social media channels for any mention of your business and brand so you can understand customer perception and enhance your customer service; We monitor for any mention of your competition and industry trends to ensure you are always informed.

We track the effectiveness of every tactic. 

For additional ways to increase your visibility online, check out our SEO Services.