Market Like a Local

Many local businesses don’t quite dial in their online marketing. To boost store visits and sales, try these strategies

IF YOU GOOGLE “fashion” in Columbus, Ohio, you’ll find Macy’s, Talbots—and Rowe. The 10-year-old boutique may be small, but it often turns up in the “three-pack” of local listings that top many Google results pages. Owner Maren Roth achieved that visibility thanks to an up-to-date Google My Business listing, links from local companies, a loyal social media following, and keyword optimization. “We don’t do a lot of advertising, but we do a ton of

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