When they set out to gain more customers and better visibility in the local community, many business leaders turn their attention and resources to search engine optimization (SEO). Of course, this makes sense, and it’s a top priority for businesses in all sectors and spaces. And frankly, companies that don’t care about elevating their search engine profile and visibility to target local customers are operating in the last decade (or, make that the last millennium).

Yet despite this key consideration, focusing on the local community does not begin and end with SEO. There are other aspects that are even more critical and meaningful in the big picture. Those including understanding local dynamics, generating local economic growth and demonstrating civic pride.

Understanding local dynamics

Focusing on the local community is about much more than merely conducting business in a certain geographic area, or targeting pay-per-click advertising campaigns in a specific zip code. It means getting involved with organizations such as the chamber of commerce to deeply understand local business dynamics, and building strong relationships (both informal and formal) with like-minded local partners. I can readily confirm that playing an active role in the local community’s business landscape is not just highly beneficial on a professional level, but it is also immensely enjoyable and satisfying on a personal level. Business leaders who roll up their sleeves and get involved will only have one regret: that they didn’t do it sooner.

Generating local economic growth

Obviously, businesses contribute to the local economy by paying taxes (my apologies if this reminder puts anyone in a bad mood). However, businesses that want to authentically proclaim their commitment to the local community should also strive to hire local job candidates, offer competitive compensation and make executive decisions that take into consideration the ongoing security and well-being of their (hopefully expanding) workforce. What’s more, they should also give preference to local merchants and vendors when purchasing goods and services. That includes everything from coffee to computers. Businesses that give back to the local community in this way invest in the success of their neighbors and make the future brighter for everyone — including themselves.

Demonstrating civic pride

There was a time when demonstrating civic pride wasn’t something most businesses needed encouragement to do. However, in the last couple of decades, I have noticed that this dynamic has waned considerably, even to the point where it is often viewed as outdated, old fashioned or totally obsolete. Well, I’m here to remind my fellow business leaders that being proud of your roots is a core part of focusing on the local community. Businesses should feel triumphant and gratified by playing a role — however major or minor — when their state, region or city is strong and successful. For example, I was thrilled when North Carolina was named the #1 best state for business in 2019 by Forbes for the third consecutive year (here’s to making it four years in a row).

The bottom line

Focusing on the local community doesn’t just mean targeting local customers offline, online or (most likely) both. It also means understanding local dynamics, generating local economic growth and demonstrating civic pride. Businesses that check all of these boxes are leading the way, setting the standard and creating legacies that benefit us all.