SEO Techniques for Local Businesses

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

Improve Your Google My Business Profile Why Google My Business Matters for Local SEO Google My Business (GMB) is a free tool that enhances your visibility on Google Search and Maps. An optimized GMB profile helps you appear in the “Local Pack” (top three local results), attracting local traffic, calls, and site visits. Keeping your profile updated is crucial for local growth and SEO. Key Concepts for Google My Business Optimization -Accurate Info: Ensure consistency in business name, address, and phone number to improve local ranking. -Updated Hours: Reflect current hours to avoid confusing customers. -Quality Photos: Clear, inviting images of your business build trust and attract customers. -Review Engagement: Respond to reviews to boost reputation and attract more local clients. -Relevant Categories: Choose appropriate categories and attributes to appear in relevant local searches. Common Challenges in Google My Business Optimization -Info Maintenance: Regular updates are vital, especially with frequent changes. -Review Management: Address both positive and negative reviews to build credibility. -Local Competition: Standing out requires continuous profile enhancements. -Photo Quality: Businesses often struggle to add high-quality photos without resources. 5-Minute Strategy to Improve Your GMB Profile -Update Hours: Ensure hours are accurate to avoid customer inconvenience. -Add Photos: Upload recent images of your business or products to show activity. -Verify NAP Consistency: Make sure business name, address, and phone are correct across platforms. -Respond to Reviews: Engage with a recent review to show attentiveness and build trust. Strategies for Ongoing GMB Optimization -Monthly Updates: Check your GMB profile monthly to ensure accuracy and activity. -Encourage Reviews: Request feedback from happy customers to build trust. -Use Keywords: Add relevant keywords to your business description for more search exposure. -Post Updates: Share announcements, promotions, or events through GMB posts. -Monitor Insights: Review GMB insights to track what’s working and where to improve. Benefits of Optimizing Your Google My Business Profile -Higher Local Rankings: A well-maintained profile improves visibility in local searches. -Better Engagement: A complete profile encourages interaction, boosting foot traffic and sales. -Enhanced Trust: Consistent updates and review responses build customer confidence. -Increased Conversions: Accurate info and quality visuals drive purchases. -Insightful Data: GMB offers data on customer behavior to refine marketing strategies. Regularly updating business hours, adding photos, verifying information, and responding to reviews are quick, effective steps to improve your Google My Business profile. Consistent updates help boost local visibility and customer trust, keeping your business competitive. #GoogleMyBusiness #LocalSEO #BusinessProfile #CustomerEngagement #DigitalMarketing

Here’s something most retail brands are finally waking up to: What works at one store might totally flop just 10 km away. I’ve seen this first-hand. Back when I was at Reliance Retail, heading marketing for 170+ stores across 30 cities, we had a dedicated budget for local store marketing. But this wasn’t centrally planned. We encouraged local store teams to take the lead, to understand their micro-market and suggest activities that would grow awareness in their communities. From sponsoring local events, eye check up camps at housing societies & corporates, organising in-store promotions tied to local holidays or festivals, or even collaborating with nearby businesses for cross-promotions, we did everything to reach the people closest to us. Even when marketing our malls, we follow the same philosophy. Hyperlocal marketing helps us connect with our hyper-primary catchment—the people most likely to visit, shop, and return. And that lesson carries over just as powerfully to online retail today. Online retail is playing on the same turf now. D2C brands are using geotargeting campaigns, collaborating with local influencers, offering region-specific discounts, and running ads in local languages. In both worlds, today, physical and digital, local context wins attention. And often, loyalty too. Because today, success doesn’t come from being everywhere. It comes from being right where it matters most. Have you spotted a hyperlocal campaign that made you stop and take notice, online or offline? #marketing #retail #hyperlocal #branding

𝐆𝐨𝐨𝐠𝐥𝐞'𝐬 𝐍𝐞𝐰 𝐀𝐈 𝐒𝐞𝐚𝐫𝐜𝐡: 𝐖𝐞𝐛 𝐆𝐮𝐢𝐝𝐞. I looked under the hood of Google's new AI-powered "𝐖𝐞𝐛 𝐆𝐮𝐢𝐝𝐞" in Search Labs. By analyzing the network traffic (HAR file), I was able to map out how it's moving beyond a simple list of links into 𝐚 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞. Here are a few findings: 1️⃣ 𝐓𝐡𝐞 "𝐐𝐮𝐞𝐫𝐲 𝐅𝐚𝐧-𝐎𝐮𝐭" 𝐢𝐬 𝐒𝐞𝐫𝐯𝐞𝐫-𝐒𝐢𝐝𝐞 (like for AI Mode): Your broad query (like "tips for getting started with photography") isn't treated as one search. Google's AI breaks it down into multiple, smarter sub-queries on the backend (i.e., "camera basics," "composition techniques," "lighting tips"). This happens before the page even loads. 2️⃣ 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐭𝐡𝐞 𝐂𝐨𝐫𝐞 𝐄𝐧𝐠𝐢𝐧𝐞: This fan-out isn't generic. The data clearly shows it's personalized using multiple vectors: 👤 Your Account: Search history and interests directly influence the types of sub-queries generated. 📍 Your Location: It inferred my location from past activity to suggest local results like "photo classes in NYC." 📱 Your Device: It knows I'm on a Pixel phone and can tailor suggestions accordingly. 3️⃣ 𝐂𝐥𝐞𝐯𝐞𝐫 𝐀𝐫𝐜𝐡𝐢𝐭𝐞𝐜𝐭𝐮𝐫𝐞 𝐟𝐨𝐫 𝐚 𝐃𝐲𝐧𝐚𝐦𝐢𝐜 𝐔𝐗: The complex AI work and sub-query aggregation happens on Google's servers. The browser receives a lightweight page structure first, and then the detailed, categorized results are loaded in asynchronously. This keeps the initial experience fast while the AI-curated content populates. 𝐓𝐡𝐞 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Search is evolving from a list of blue links into a personalized experience. The change is profound for anyone doing SEO and marketing. 𝐓𝐡𝐢𝐬 𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐟𝐫𝐨𝐦 𝐚 𝐥𝐢𝐬𝐭 𝐨𝐟 𝐛𝐥𝐮𝐞 𝐥𝐢𝐧𝐤𝐬 𝐭𝐨 𝐚𝐧 𝐀𝐈-𝐜𝐮𝐫𝐚𝐭𝐞𝐝 𝐤𝐧𝐨𝐰𝐥𝐞𝐝𝐠𝐞 𝐠𝐮𝐢𝐝𝐞 𝐬𝐢𝐠𝐧𝐚𝐥𝐬 𝐭𝐡𝐞 𝐞𝐧𝐝 𝐨𝐟 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐫𝐚𝐧𝐤 𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐦𝐢𝐧𝐝𝐬𝐞𝐭 (LLM tracking included). With hyper-personalized results that change based on user, location, and history, a single "rank" is becoming a phantom metric. Instead, the strategic focus must shift to topical clustering. The new goal isn't to be #1 for a keyword or a conversational query, but to be present across multiple, dynamically-generated topic clusters. This forces us to think in terms of occurrences and semantics: 𝐎𝐜𝐜𝐮𝐫𝐫𝐞𝐧𝐜𝐞𝐬: How often does our content appear across these different AI-generated topics? This is the new measure of visibility. 𝐒𝐞𝐦𝐚𝐧𝐭𝐢𝐜𝐬: Is our content semantically rich and comprehensive enough for the AI to recognize its authority and place it within these relevant clusters? This is a significant move from tracking static positions to measuring dynamic presence and proving true topical authority.

Google's AI Overviews now control 40% of local search results (source: LocalFalcon), but most businesses have no strategy for it. While competitors focused on traditional local SEO, we positioned this shopping mall to dominate Google's AI Overviews for competitive keywords. The result? A +370% increase in AI Search traffic, +82% increase in organic traffic. Here’s the exact strategy we used (copy this): 1/ Optimized Their Google Business Profile for AI Systems Google's official guidance explicitly states that keeping your GBP updated is critical for AI Overview visibility. We completed every field: • Business description with relevant keywords in first 250 characters • Consistent NAP across all platforms   • High-quality photos that AI could reference • Active review management The result? Google started pulling their business info directly into AI answers. 2/ Built Presence on Third-Party Platforms AI Systems Trust Google's Multitask Unified Model (MUM) system seeks consensus from multiple high-quality sources. We got them listed and reviewed on: • Yelp • TripAdvisor   • Facebook Business • Bing Places • Industry-specific directories Each listing reinforced their credibility signals for AI models. 3/ Targeted Informational Queries That Drive Clicks Here's where most businesses fail - they ignore informational searches. Studies show AI Overviews appear most for informational queries, but simple definitions get fully answered without clicks. The goldmine? Questions that spark curiosity or guide decisions. • "Best [service] for [specific need]" • "[Option A] vs [Option B] for [problem]"   • "How often should [audience] [activity] to see results" These trigger AI Overviews but create curiosity gaps that drive clicks. To find these queries, use Ahrefs Keywords Explorer with seed terms related to your business. Focus on the Questions section showing comparison and benefit-focused searches rather than simple definitions. Look for those with low search volume but high intent. 4/ Content Structure That Works: • Lead with the answer - First 1-2 sentences give a concise answer AI can extract • Then go deeper - Explain why, how, and which option is best • Use clear formatting - Subheadings, bullet points, numbered lists • Add unique value - Include data, examples, or practical tips competitors miss The Results: ✅ Organic traffic: +82% (140k to 256k monthly sessions) ✅ AI referral traffic: +370%  ✅ Appearing for 155 keywords in UK AI Overviews ✅ 9.6k+ keywords in top positions Key Insight: 85% of AI search sessions landed on informational subpages, not the homepage. This proves AI search drives qualified clicks when your content answers the next layer of intent beyond the basic AI answer. The Bottom Line: AI Overviews aren't killing local search - they're creating new opportunities for businesses smart enough to optimize for them. While competitors wait, early movers are locking in the advantage.

We drove £640,000 in pipeline for a consulting firm through LinkedIn. (In just 9 months, starting from under 3,000 followers) Here's the 6-stage process we used: 1/ Deep Download Process Before we posted anything, we went deep. We interviewed the founder & CEO to understand: - Their core offering & USP - Company differentiators - 12-month goals - Core values - How they actually operate Most agencies skip this step, but you can't build a brand without understanding the business first. 2/ CEO Positioning We were betting a lot on the CEO's personal brand with this one. That would be our core distribution channel. So positioning had to be perfect: - Identified his "0.1%" unique angle - Differentiated him from every competitor - Clearly communicated his credibility In B2B, people buy from people they trust. The CEO needed to become that trusted voice in their industry. 3/ Key Stories Campaign We started with 3 foundational stories: - His Founder Story (personal credibility) - The Company Story (business credibility) - Their Service Story (who they help & why) These weren't promotional posts. They were stories that made people understand who he was and what the company stood for. 4/ Authority Building Once people knew the story, we built authority: - Thought pieces on industry trends - Case studies proving their expertise - Deep breakdowns showcasing knowledge Authority isn't built overnight. It's built through consistent, valuable content that demonstrates real expertise. 5/ Strategic Content Mapping We mapped content to different intent levels: Top funnel: Relatable stories for attention Mid funnel: Insights for authority building Bottom funnel: Subtle CTAs for lead capture We didn't want content that just performed. We wanted content that drove actual pipeline. 6/ Quarterly Campaign Rollouts We launched high-value gated resources: Scorecard quiz → 143 leads generated In-depth guide → 160 leads generated These campaigns captured serious interest from their ideal clients. —— The lesson here is simple: LinkedIn isn't about posting random content and hoping for the best. It's about strategic brand building that positions you as the obvious choice in your market. Most firms are still competing on price. The smart ones have got so much attention they don’t need to compete. —— Follow me for more B2B marketing Niall Ratcliffe

One of the most important lessons I’ve learned from building businesses in Saudi Arabia is the power of what I call glocalization, which is the art of blending global strategies with local market insights. For brands to thrive in today’s interconnected world, they need to balance the strengths of global expertise while staying deeply connected to the local culture. Here’s how glocalization can help create a brand that resonates with Saudi consumers while positioning it for regional and global growth: 𝟏. 𝐊𝐧𝐨𝐰 𝐘𝐨𝐮𝐫 𝐌𝐚𝐫𝐤𝐞𝐭: Saudi Arabia is undergoing a rapid transformation, but local values and cultural nuances still drive consumer behavior. Understanding these insights allows you to tailor your offering to meet local expectations while leveraging global best practices. 𝟐. 𝐋𝐨𝐜𝐚𝐥 𝐎𝐰𝐧𝐞𝐫𝐬𝐡𝐢𝐩 & 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲: When I worked at Majorel and now with X-Shift, we focused on embedding our brand into the local fabric by being authentic and owning our Saudi identity. Localization is not just about the translation of material to Arabic, but about relevance and creating real connections with consumers. 𝟑. 𝐀𝐝𝐚𝐩𝐭 𝐆𝐥𝐨𝐛𝐚𝐥 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 𝐭𝐨 𝐋𝐨𝐜𝐚𝐥 𝐍𝐞𝐞𝐝𝐬: Don’t just import a strategy. Make it yours. While global frameworks provide a solid foundation, they need to be adapted to fit the unique needs of the local market. Successful brands take the best of both worlds. 𝟒. 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐑𝐞𝐠𝐢𝐨𝐧𝐚𝐥 𝐆𝐫𝐨𝐰𝐭𝐡: Once you’ve built a strong local presence, you’re ready to scale. By aligning your brand with local needs, you set yourself up for expansion into regional markets with similar cultural touchpoints then later realize your global ambitions. There’s no universal formula for success, but the key is finding the perfect balance. My experience building businesses in Saudi Arabia has taught me that success comes from creating something that truly resonates with people where they are, all while thinking ambitiously. When you master this balance, you build a brand that is not only deeply connected to its local roots but also flexible and ready to thrive on the global stage. What strategies have you found most effective in balancing local relevance with global ambition? Share your thoughts in the comments! #business #global #local #growth #KSA #SaudiArabia

Global content ≠ local impact. Here’s something I’ve seen waaaay too much with tech companies: Global pushes out campaigns/reports. But when they land in APAC? They fall flat. Why? Because they don’t speak to local pain points, buying behaviors, or decision-making processes. A marketing leader in Ho Chi Minh doesn't necessarily care what a company in Texas is doing. Now here’s the unsexy truth: Most regional teams don’t have the budget—or internal resources—to fully localize everything. So what can you do? Here are 3 scrappy, underused plays I’ve done with clients: 1. Use “Glocal” Templates → Create a core framework (e.g. 70% HQ-approved content) → Leave 30% for regional storytelling: local stats, use cases, or even idioms Example: Swap “enterprise cloud” for “secure tech stack for family-run conglomerates”—it lands differently in SEA (especially in markets like the Philippines and Indonesia). 2. Local Voiceovers > Full Video Redos → Instead of redoing global explainer videos, re-record the voiceover in-market → Keep the visuals, change the narrative tone It’s fast, cheap, and works surprisingly well in markets like Japan and Thailand. 3. Build a Regional “Swipe File” → Collect winning LinkedIn posts, sales decks, event slides from your region → Turn this into a resource for HQ and other regional teams It proves that what works in San Fran may need a remix in Jakarta. You don’t need a massive budget to make content land better. You just need to make it feel like it was made for here, not there. (Happy to share more examples offline.) What have you seen work well when localizing global content?

Most businesses go after the big fish. "We want to rank in California, Texas or Arizona." "We need to compete with industry giants." "We must go national ASAP." But here’s what smart businesses do: → They own their local market first. A real estate client came to me frustrated: "We can't break into the top rankings for major cities!" Instead of competing head-on, we did this: 📌 Step 1: Used Google Trends to identify underserved local markets. 📌 Step 2: Found high-intent, low-competition regional keywords. 📌 Step 3: Created geo-specific content tailored to smaller cities. The result? -  250% increase in local leads. -  #1 rankings in multiple regions. -  Expanded to top-tier cities within months. SEO isn’t about competing where everyone else is, It’s about owning the markets others ignore. Most companies chase big markets. The smart ones?  They dominate local areas first. #ContentMarketing #GeoTargeting #GoogleTrendsMarketing

Imagine getting a burger from Burger King for 1 cent, but only on one condition: you need to go to McDonald's first. Sounds weird right? This was exactly the genius behind Burger King’s “Whopper Detour” campaign in December 2018. They wanted to drive app downloads and increase sales of its flagship product, the Whopper. But instead of a typical discount or promotion, they came up with this interesting idea. They used geofencing technology to detect when a customer was within 600 feet of a McDonald's. Once the customer reached near a McDonald’s, the app would direct users to the nearest Burger King to redeem the offer. The results were staggering: 📍 App downloads increased from 2 million to 6 million. 📍 300% increase in BK app sales during the 9-day promotion. 📍 200% sustained increase in app sales post-promotion. 📍 Highest foot traffic in 4.5 years. Why it worked: ↳ They leveraged curiosity and the allure of a great deal. ↳ They created a memorable, shareable experience. ↳ They drove app adoption. Sometimes, the most effective marketing strategies are those that dare to be different. By turning their biggest competitor's locations into their own promotional tools, Burger King created a campaign that was impossible to ignore. What unconventional marketing strategies have caught your attention recently? Let me know in the comments!