Dayna Lucio, Author at BrightLocal https://www.brightlocal.com/author/daynalucio/ Local Marketing Made Simple Fri, 14 Mar 2025 07:54:55 +0000 en-GB hourly 1 https://wordpress.org/?v=6.7.2 Building The Case For SEO: Gaining Stakeholder and Management Buy-In https://www.brightlocal.com/learn/stakeholder-management-buy-in/ Thu, 06 Mar 2025 11:07:24 +0000 https://www.brightlocal.com/?p=127034

This article is from our Agency Growth Handbook—a collection of guides created to help local SEO agencies grow and succeed. It is chapter two of ‘Part 3: Retention & Growth’

Whether you’re launching a local SEO strategy for a new client or planning the next quarter for a long-term term one, stakeholder buy-in is essential. For most marketing professionals, at some point in your career, you’ll need to present to executives to gain support for your initiatives.

This is especially important when finalizing marketing budgets or securing resources from other teams within a company. This could be prioritizing web tickets for technical updates or ensuring that content writers will be available to help with on-site optimizations. Gaining support beyond your direct client contact and team, including company executives, is key when SEO efforts require cross-functional collaboration and is a general occurrence when planning programs.

Stakeholder approval is often necessary for timelines, budgets, and resource allocation. These conversations typically happen during quarterly brand reviews (QBRs), annual planning sessions or strategy check-ins focused on “what’s next” or program progress against planned goals. Since time is limited, success depends on effectively communicating SEO’s value, defining key success metrics, and aligning SEO with the company’s broader goals. 

Why Getting Buy-In Is a Key Part of the Process

How can you prepare for a meeting with leadership? It starts with understanding the importance of the conversation ahead. Remember, SEO is an investment for a business that takes resources, time, and often cross-team collaboration to be effective. You may have already worked diligently with your direct client team to put together an SEO strategy focused on meeting all of the established KPIs.

Stakeholder Management Diagram Cross Team Collaboration (1)

Getting buy-in from key team leaders can be beneficial in a couple of ways:

  • Resource allocation: This helps ensure that SEO initiatives have the proper resources for projects, such as developers, content writers, or analytics support.
  • Prioritizing updates: This can ensure that SEO-related tasks are prioritized against other marketing initiatives and into workflows such as IT or development backlogs. Often, this can lead to faster implementation of items identified as having a high impact on SEO.
  • Cross-team collaboration: Support from leadership can ensure that the SEO team is brought in during projects or planning conversations that might impact organic results, such as making changes to the navigation, content updates, web planning, or UX testing.

Understanding Your Audience

When putting together a pitch or presentation, you must tailor your message to the people you are presenting to. This boils down to understanding what stakeholders and executives care about, often high-level business outcomes, and how SEO contributes to them. Some questions that might come up regarding SEO might include:

  • How does the ROI of your SEO program compare to other marketing channels?
  • Is organic traffic translating into leads or long-term customers?
  • How do we adapt to changes such as Google algorithm updates, LLMs, or AI?
  • What risks are there for not investing in SEO?
  • Is SEO contributing to revenue growth?
Know Your Audience
Stakeholders/ExecutivesMarketing Contact/Team
Focus on business growth, ROI, and revenue impact.Focus on traffic, conversions, engagement, and brand visibility.
Want to see financial impact, competitive advantage, and cost savings.Interested in tactical execution, content strategy, and campaign performance.
Worry about budget and resource allocation.Worry about content production, technical implementation, and daily SEO tasks.
Need reporting on business impact, revenue attribution, and competitor benchmarking.Need reporting on keyword rankings, organic traffic trends, and engagement metrics.
Prefer high-level, outcome-focused and data-driven communication.Prefer detailed, tactical, and process-oriented communication.

Keep in mind that executives don’t need SEO deep dives. Your main point of contact needs to understand those types of in-the-weeds details.

Instead, when tailoring presentations for executives and stakeholders, remember that they want clear insights on how SEO will help to reach business goals and support growth. Yes, the two audiences are different, making it important to know your audience so that you can anticipate questions and touch on important points in front of them.

Stakeholders & Executives vs. Marketing Teams

For example, stakeholders and executives care about:

  • Staying aligned with the market, beating competitors
  • Company growth
  • Revenue growth
  • Efficiency and resource allocation

Defining What Success Looks Like

As a marketer, defining success helps ensure that strategies align with business goals, providing clear metrics to measure performance and ROI. Defining success can help gain stakeholder support by showing how initiatives align with overall company objectives. This sets expectations for the SEO program and shows how projects align to reach the set goals. 

Defining success starts with identifying some of the key metrics that your team will report on. These can include metrics that are reported monthly to the marketing team and KPIs that can relate to the larger goals set out by the company. 

For example, some typical key metrics of an SEO program can include:

  • Organic traffic: Sessions, new users, clicks, website visits
  • Engagement metrics: Pages per session, engagement rate, engaged sessions, GBP profile actions
  • Leads/Conversions: Form fills, free trials, click-to-calls, survey completions, newsletter sign-ups
  • Visibility: Impressions, overall keyword rankings, captured SERP features, profile views

Examples of items that may be called out in a presentation to show the scale of projects, but not used as performance measurements, include:

  • Number of pages that were optimized or updated.
  • Number of net new content written and pushed live.
  • Number of web tickets created and resolved.
  • Number of broken links fixed on the website.

Understanding Company Goals and Key Objectives

Company goals and key objectives are typically going to be tied to growth, revenue, maximizing ROI, market share, and edging out competition. Depending on your business, this can include driving more website traffic to a specific site section, creating an expansion plan to help with business growth in new markets, or driving more sales/conversions for a specific product or service.

Examples of some company goals can include:

  • Increasing online sales for X product by 10% this year. 
  • Increase the number of returning customers.
  • Opening new locations and increasing visibility in those markets.
  • Increase web traffic by X% this year.

Aligning SEO Goals With Company Goals

Once you understand the company goals, it’s important to show how organic efforts can help reach those goals. Tying SEO goals directly to revenue growth and key business objectives can help show the impact on the company’s bottom line, which in turn can make it easier to get buy-in and resources.

Example Goal: Growth In New Markets

The company plans to open up new locations in a market where a top competitor already has a footprint. With this expansion, the company’s goal is to grow business visibility, reach new audiences, increase market share by cutting into competitor’s share, and drive more traffic to the website.

To achieve this goal, the SEO team plans a couple of key initiatives:

  • Creating and optimizing local listings such as Google Business Profile to secure top positions in the local pack, grow localized keyword rankings, drive engagement to profiles, and attract branded and non-branded search traffic. 
  • Conducting a competitor backlink audit and targeted acquisition strategy will help establish local authority, increase brand visibility where competitors are already listed, and drive referral traffic from local sources.
  • Working with web and content teams to develop optimized local landing pages with strong call-to-actions can improve organic rankings, drive additional traffic, and generate leads through on-site form fills.

These initiatives work together to strengthen the company’s local presence in the market, compete effectively, and drive business growth.

Building The Case For SEO

To start the conversation around SEO, there needs to be a clear understanding of what SEO is—and what SEO isn’t. It is critical to explain its role in the marketing mix and how investing in SEO can drive more traffic, capture different audiences within the customer journey, reach new users, increase brand visibility, and support business growth.

Another key point is that, unlike other marketing channels, such as paid, SEO is a long-term strategy and may take time to see the full impact of efforts. Setting these expectations upfront helps navigate discussions around performance impact and timelines. 

When building your case for SEO, it’s important to touch on a few key items:

  • Define value and business impact by demonstrating how SEO supports company goals.
  • Present a high-level SEO strategy or roadmap focusing on main initiatives and how each project ties back to established company goals. 
  • Focus on the big picture rather than getting lost in tactical details.
  • Communicate ROI by outlining expected outcomes, explaining KPIs, and showing how success will be measured. 
  • Be transparent about the resources and budget required for specific initiatives, clearly explaining why they are necessary and how they will be used. Executives will want to understand the rationale behind these allocations.
    • Example: You need content writers to assist with updating on-site content for product pages. This should improve keyword rankings for a specific product to help drive more traffic to pages and reach those ready-to-purchase audiences. Learn more about this in Melissa Popp’s guide to mastering content creation for client success.
  • Set a project timeline, ensuring you cover everything from planning to execution.

Client Relationships & Partnerships

Before preparing to present strategies and goals to executives and stakeholders, ensure you’re fully aligned with the marketing team that you’re directly working with. This is the team you’re directly working with to solve their problems and achieve the goals you’ve set out together. They should be aligned on upcoming initiatives and serve as your partners and/or advocates during the conversation with larger teams. 

Whether it’s a newly signed client or one you’ve worked with for years, data can support an SEO strategy. Highlighting past success—whether with the specific client or when implementing a similar strategy—can help show opportunities and ease doubts. This could include successful past initiatives within your SEO program or a case study highlighting effective tactics for a similar client. A proven track record of success and a strong client relationship built on trusted recommendations help establish credibility and reinforce the effectiveness of your approach. 

Getting Ready For Your Next Presentation

Building a strong case for SEO is essential to securing the resources and support needed to reach goals and drive meaningful business impact. Gaining stakeholder buy-in ensures alignment with company goals, helps with implementation efforts, and fosters cross-team collaboration, which can drive long-term success for an SEO program. 

When planning your next presentation to executives and stakeholders, remember the audience, what they care most about, how your SEO strategy aligns with company goals for the year, and the effort required to reach those goals. When executives understand the value of SEO, the team can be better positioned to executive strategies, adapt to the changing search landscape, and sustain growth in competitive markets. 

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Local SEO for Gyms and Fitness Centers: Get Your Rankings into Shape https://www.brightlocal.com/learn/local-seo-for-gyms/ Thu, 26 Oct 2023 11:20:13 +0000 https://www.brightlocal.com/?p=116607 For gyms and fitness centers, outmuscling the opposition and owning the top spots of Google whether in the organic results or the local pack can be crucial for attracting new members.

Gyms, personal trainers, and instructors want to own crucial local searches like “gym near me” or “cycling studio in [location].” However, as the fitness landscape continues to evolve, emerging franchises and locally owned gyms alike need to create educational content that not only entices users but explains what makes their workout unique.

Because here’s the thing, there’s a good chance you’re not the only one in your area with that class.

Local SEO is a must for the success of any gym owner. With this SEO guide for gyms, you’ll be well on your way to growing organic visibility in your market, and getting in front of new potential customers when they’re ready to kickstart their fitness routine.

It’s time to whip your Google Business Profile (GBP) into shape.

Your Checklist: Local SEO for Fitness Centers

  • Keyword research lets you know what people are searching for
  • Competitor research will help you take on the opposition
  • Local page optimization can help you get those gains
  • Create a content plan just like you would a fitness plan
  • Get your GBP into shape
  • Create citations and optimize your listings to add an element of trust
  • Reviews help you position your services as the best in town
  • Build local links to help get the word out

Local SEO Basics for Gyms

Local SEO is essentially the crucial work you put in to make sure your local businesses are found on the search engine results page. Local Search is unique because there are two main components that make up the results—your organic listings and the local map pack.

Local Pack

The local map pack is displayed in Google search results when users search for a local business or search for a query with a local intent. The local map pack is displayed prominently towards the top of the search engine results page and typically features three businesses. 

Organic Results

The organic search results or “blue links” are the list of websites that are featured below the Local Map Pack results. These are more in line with the typical search results that you see with any search on Google.

Fitness Organic Local Serp

A robust local SEO strategy enables businesses to grow their online visibility and improve traffic. On the user end, it ushers customers within their local market to connect with their business either through visiting the business, making a phone call, or performing a desired action on their website, such as submitting a form.

Learn more: the basics of local SEO

The Importance of SEO for Fitness Centers

Local SEO helps local businesses connect with their customers online. According to Google, 76% of people who search on their smartphones for something nearby visit a business within a day. Whether someone is jumping into a new fitness routine or looking to make a switch from their current gym, having an optimized presence online can help to get your business in front of prospective customers who are searching in your area.

Individuals who are searching with local intent are potential customers who are actively looking to get information about a product or service, which means they are more likely to convert than someone who is just looking for general information.

In a crowded space like fitness, local SEO is more important than ever to make your gym, class or center stand out from the crowd and bring in new customers.

Differences in local SEO for Gyms and Fitness Clubs

Local SEO isn’t a one-size-fits-all though. Many industries have slight quirks that mean they either display differently or have certain ranking factors that help a little more than others.

In the fitness space, a couple of these key differences include your Google Business Profile category and practitioner listings.

Choosing the Right GBP Category for Your Gym

There are many different types of gyms and when it comes to defining what your fitness center offers, choose your primary category on Google Business Profile carefully. Be descriptive about what your business offers and choose a category that reflects what your fitness facility is/offers.

Fitness Category

GBP offers a robust amount of categories including things like:

  • Fitness center
  • Gym

Or, more focused ones like:

  • Indoor cycling
  • Boxing studio
  • Bikram yoga studio

The above are just examples. There are many, many more.

If your business is centered on a specific type of workout, focus on that as your primary category. Relying on the catchall of “gym” or “fitness studio” may mean Google considers you as a more general fitness center, and it could affect your rankings for your more valuable keywords. Remember, these can always be utilized as secondary categories.

Don’t forget to keep an eye on attributes. Google has recently rolled out a list of new attributes specifically for gyms, including ‘has basketball court,’ ‘has gender-neutral bathroom,’ ‘has sauna,’ and more. Keeping your attributes updated and accurate ensures that you’re showing potential customers all that you have to offer.

Consider Practitioner Listings for PTs or Instructors

Additionally, personal trainers who also work as staff at your gym can be eligible to claim what is referred to as a “practitioner listing.”

This will essentially allow them to create and optimize their own GBP outside of the main gym listing and promote their offers to users.

These listings can share similar information with the main gym (like a physical address) however, be sure to choose a different primary category such as “personal trainer” or “yoga instructor” to ensure that you’re accurately reflecting the business on Google. You also want to make sure you avoid your practitioners clashing with your main GBP in the rankings.

These listings should be fully optimized the same way that you would treat the main gym profile. However, specific information such as the description, services, photos, etc., should reflect anything unique to that individual.

Having a practitioner listing can help to increase online visibility when potential clients search for those specific types of instructors or services in your local area. Plus, these customers could come in for a personal training session and end up becoming full gym members in the long run.

Gym SEO Strategy: Lay the Groundwork

There are a few things to keep in mind when thinking about SEO for fitness studios.

Establishing Goals

First, you’ll want to understand your (or your clients) goals.

For example, if your client is looking to drive more memberships you’ll want to review their website to ensure that they have proper conversion points such as a phone number displayed or a form fill.

Additionally, you’ll want to make sure event/conversion tracking is set up so you are able to monitor efforts.

Perform Keyword Research

Your keyword research and keyword planning are going to help you put together a game plan for what types of search queries you want your website to show up for in search results. When it comes to local SEO for gyms, there are a few variations of keywords that you’ll mainly want to focus on local and educational queries.

Local Queries

When it comes to local SEO for fitness clubs you’re going to want to focus on your local queries. These typically consist of geo-modified queries or “near me terms.” These are the queries that have a local intent and more than likely will trigger the Local Map Pack within search results. Examples of these include:

  • Rock climbing gym near me
  • Workout classes near me
  • Cycling studio in Nashville
  • Denver boxing gym

Fitness Local Serp

For large metro areas and cities, you’ll want to not only target the wider location but can get more granular and target different neighborhoods or areas within the city.

For example, if you were a fitness studio in New York City, you not only would want to include content that contains terms that include a geographical modifier for New York City, but would also want to target “boxing gym in SoHo” for example. This is especially important for chain gyms that have multiple locations throughout one geographical area.

Educational Queries

Your informational or educational queries are going to be the type of queries that are related to questions or people who are in the beginning stages of their buyer’s journey.

These are the people who are likely just starting the process of researching different types of gyms or workouts and are looking to learn more about what your gym offers. Although they might be in the very early stages, it’s important to provide high-quality content that can bring these individuals to your website.

These informational queries are perfect for developing a blog or content strategy that can help Google understand your expertise.

Fitness Educational Serp

Control Your Local Presence

To optimize your local presence you’ll need to work on making the most of your Google Business Profile and other local citations.

For GBP, this means ensuring that your profile not only consists of accurate information about your business but is as complete as possible. According to Google, customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete Business Profile.

You’ll also want to ensure that your website content is optimized for the keywords that you are targeting and provides valuable information for your users.

Create Your Content Strategy

Lastly, to target your informational queries, you’ll want to create great fitness content on your website and blog.

Over the past few years, Google has been putting more emphasis on content being truly helpful and E-E-A-T (expertise, experience, trust, and authoritativeness). As I said in BrightLocal’s ”Overlooked and Underused Tactics’ for Local SEO Success‘ article:

“For content, take advantage of the experts within your business. This is a great opportunity for small businesses, especially with the continued evolution and emphasis of E-E-A-T. Make the time to do interviews with the individuals that are doing the ins and outs of various jobs within the business. For example, a plumbing company could interview their lead plumber about common problems and then create a blog series.”

Gyms are a perfect example of where this can work. When it comes to creating content for gyms, leveraging the in-house experts that you have on hand is essential to create high-quality content that is unique, full of expertise, and helpful for users. This can include answering common questions about workouts, busting misconceptions, or providing insights about various techniques used at your gym.

Local Seo Services Cta Img

Ready to improve your rankings? Talk to us about our Local SEO Services

Local SEO Tactics for Gym Owners

Once you have your goals and strategy developed, it’s time to shift focus to the local search results.

Maximize Growth with Google Business Profile

First and foremost, when it comes to optimizing your Google Business Profile, start with the basics: NAP. Ensure that your profile contains accurate information regarding your business name, address, and phone number, and check the website field as well. You want any information your audience finds online to be up-to-date, consistent, and accurate.

Additionally, be sure to keep the following in mind when optimizing your profile whether you’re a fitness studio or utilizing a practitioner listing:

Optimize Primary Categories

Select the primary category that best describes your business.

Don’t forget to look at what competitors are also using for their primary and secondary categories to help determine what can be featured on your profile or to identify future tests for your profile. 

Select the Right Services

Local Seo Services

List out any relevant services that are offered at your location.

Oftentimes Google will provide some recommendations of pre-polulated services, if these are offered at your business then add them.

Add any custom service offerings that can make your business stand out. 

List Your Products

This includes things like membership offers, classes offered, and merchandise available at your location, all of these can be highlighted in the product section.

Include a photo that represents the product and is eye-catching for users. 

Craft the Perfect Description

Provide an overview of your business including the services you offer and any unique differentiators.

This is your chance to showcase why someone should try your gym. 

Use Posts and Updates Regularly

Fitness Updates Posts

Utilize posts to highlight information about your business this can include promotional offers, member spotlights, events, and more. Remember, your GBP is your shop window.

Upload Photos

Give people an idea of what to expect when they come visit your fitness center. These should be photos that are unique to your business and not generic stock photos. Include internal/external photos, signage, trainers, and more. 

Add Q&As

Utilize this section to answer popular questions about your business for users. Think of this as an off-page FAQ where you can catch a user’s attention. 

Get and Respond to Reviews

Stay up-to-date on responding to reviews and addressing any concerns that come through. We’ll get more into reviews later on!

And That’s Just the Beginning of GBP…

Keep in mind that some of the information that is shared on your profile can also be featured in different ways.

For example, attributes and reviews can show up as various justifications on your profile that highlight unique information about your business in an eye-catching way.

Also, always utilize UTM parameters on URLs that are featured on your GBP profile to ensure that you’re able to track your efforts. This will help to understand how people are engaging with your profile and landing on your website. You can include UTM parameters on any URL that is shown on your profile, including your main website button, posts, and products.

Tip! Getting Ahead On Local SEO With Founding Member Specials

For GBP it’s important to get your profile created, verified, and optimized prior to your grand opening, not only is this a way to start gaining organic visibility, but it gives your business a way to engage with your audience.

You can set your opening date within the backend of GBP to have your profile display an “opening soon” message directly on your profile to show users that you aren’t open now but will be shortly.

A lot of gyms run different types of specials or events to gain a membership prior to opening. These can include anything from “Founding Member Specials” or a week of free classes. Businesses can also start utilizing posts on GBP before they open to display information about upcoming events for their grand openings or share information about upcoming promotions. 

Information about when your business is opening, events, or special offers should also be displayed on your website. This information can be on the main site or featured prominently on a location page for chains.

Fitness Offer Example

Put in The Work To Create Quality Website Content

Whether you’re a chain or a single-location gym, ensuring that the content on your website contains relevant information and keywords is essential to any local SEO strategy.

Fitness Landing Page Example

Your website should include information about your products, services, and location. This includes contact information and unique value propositions. Metadata and headlines should be optimized based on your keyword research and the geo-modified terms that you’re targeting.

Content that is developed across these pages should accurately reflect information about your business and be written with the user in mind.

Create Content That Lets Your Trainers Flex Their Expertise

Most trainers are the ones that are shaping the experience for your members and potential customers. From showing someone the proper form for a specific exercise or encouraging them to hold that plank for just “10 more seconds” your trainers are the face of your gym.

Leverage their expertise by taking their knowledge and turning that into on-site content whether it’s an Q&A style blog post answering specific questions about your workout, or multimedia videos.

Share Your Gym Fam’s Success Stories

Outside of your trainers, your members are going to be your biggest cheerleaders—who better to share their experiences at your fitness center than the people who show up every day? Leverage the success stories of your members by creating unique content on your website that highlights your member’s fitness journey and includes before/after photos when possible. These success stories can also be highlighted elsewhere like on GBP posts or turned into graphics for social media marketing.

Tip! Breaking the Routine with Unique Content for Multi-Locations

When it comes to creating website content for a franchise or multi-location businesses it can be a challenge to create unique content for each location. Most of the time, you’ll have to include some boilerplate information in accordance with brand standards to describe aspects of the workouts, different classes, mission statements, etc.

However, to win at local SEO and stand out against competitors, gyms need to get creative with how they describe their location and create unique content on their local pages (and subpages). Here are some ideas:

  • Provide details about your gym’s physical location including neighborhood details, parking information, etc.,
  • Highlight unique classes or events
  • Highlight local partnerships such as running clubs or a gym that isn’t seen as a direct competitor. For example, maybe your cycling studio partners with a yoga studio once a month for a mobility and stretching class. 
  • Trainer bios
  • Member success stories
  • Fitness tips or ideas unique to that location. For example, you could call out any free equipment in local parks or local sports teams and clubs.

Encourage Your Members to Pump You Up

Let your reviews work for you by encouraging your members to share their experiences with others by posting a review on GBP. When it comes to local SEO getting reviews is essential.

High star ratings, number of reviews (compared to local competitors), quality of reviews, and review recency can all increase the likelihood of your business landing in the local pack.

Additionally, reviews can help to influence others to engage with your business and can show up on your profile as justifications that can highlight different aspects of your business! It doesn’t stop there—focusing on reputation management online can also translate to a positive offline reputation.

Take control of the narrative around your business and make it a priority to respond to both negative and positive reviews to connect with your customers in a meaningful way. 

Fitness Gbp Reviews

 

As you can see from BrightLocal’s Gym Brand Review Index, the gyms that have the most loyal customers, like CrossFit, F45, and Orangetheory, have the best review ratings by far. They’ve managed to create a real community feel that’s helped them gain reviews from customers who really want to go out of their way to share their experience.

Consistency Pays Off with Local Citations

Aside from GBP, gym owners should also focus on other high-quality citations such as BingPlaces, Apple Business Connect, and Yelp.

Additionally, focus on ensuring that NAP information is consistent across your listings. Make sure you’re building listings on the top citation sites for gyms and fitness centers. Not only will this help niche audiences find your business, but having accurate information across the web is beneficial in promoting trust signals about your business to search engines and providing a positive experience for users who are looking for information. 

Building up Your Backlink Portfolio

Links remain an important ranking factor both in traditional SEO and local SEO. In fact, for local SEO you need to really make sure that you’re getting excellent local links.

Create a unique backlink portfolio that consists of industry directories, local citations, partnerships, event sponsorships, earned links through content creation, awards, and mentions in local publications such as being featured within the list of top gyms in your area.

Bonus Round: Cross-Channel Collaboration

When we think about marketing in general, we know that it’s truly a team effort. While your focus might be on SEO—remember that a true team works together to meet the ultimate goal which is driving memberships or class signups for the gym or fitness center that you’re partnering with. 

Keep in mind that pairing your local SEO strategy with other marketing channels like PPC, social media, or marketing automation can help in the long run. Once you’re able to secure rankings and get organic visitors on your site, you’ll want to ensure that users keep being marketed to. Anyone who shows an interest in a particular article can be remarketed to through social media marketing or Google ads. Plus, users who sign up for newsletters or a free trial offer are being nurtured through marketing automation.

Keeping potential customers engaged via a newsletter or ongoing communication can help turn free trials into members!

Remember, local search is just one of the channels you should be targeting with your marketing efforts. But it’s certainly one of the more important ones.

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