If your business wants more trust, more clicks, more foot traffic, then local Best Of awards are your low cost credibility rocket. The right contest can send new customers your way, fatten your backlink profile, and give your Google Business Profile a nice glow. The wrong contest just eats your time and sends you a pixel badge that belongs in the junk drawer next to the mystery keys. This playbook shows how to pick worthy awards, how to craft a submission that actually wins, how to rally your audience without getting booted for shady tactics, and how to turn every nomination or win into lasting visibility. Expect clear steps, a little tough love, and a few copy paste templates you can grab right now.
I run Rep Lock Marketing. We help local brands build authority that sticks. That means smart local awards strategy, clean trust signals on your site, strong Google Business Profile updates, and media coverage that sends real referral traffic. If that sounds like your kind of party, keep reading. Then use the templates to put points on the board this quarter.
Why local awards power trust and local SEO
Local Best Of awards work because they piggyback on someone else’s audience and authority. When a respected newspaper, radio station, or chamber names you a winner, they publish your name and often your website link. That link is a quality signal for search engines and a social proof signal for humans. Search Engine Land has covered how local awards and mentions can feed your authority and E A T, especially when hosts publish winners with backlinks. You can see that angle in their writing on local links and awards backed trust signals at Search Engine Land.
Good organizers also provide digital badges. Add those badges in the right places on your site. Then give each award context such as what it means and when you won. This builds credibility on your site and can help your on site SEO signals. Search Engine Land even recommends creating an awards page or section so the trust signals live somewhere beyond your homepage. Their piece on building an awards page is a quick read that backs this approach at Search Engine Land.
There is a simple local flywheel at play. You get nominated. You mobilize real customers in an ethical way. The organizer posts nominees and winners. Your brand picks up links and press mentions. You publish your own post, structured data, and Google Business Profile update. People searching near you see both your award badge and strong reviews. That combination builds trust faster than generic ad copy ever will.
Find the right awards
Stack the deck before you even submit. Some contests deliver links and attention. Others give you a badge and a headache. Focus on awards that meet three tests. First, strong local relevance such as your city or region. Second, credible host such as a newspaper, TV station, or chamber. Third, a public winners page with links or at least a feature page that mentions your business name and lets you request a link.
Look for clear timelines that move from nominations to voting to winners. Many news outlets publish their calendar and rules. For example, local newspaper and media contests publicly show nominations, voting windows, and winners on dedicated pages. You can see examples of that cadence with published rules and updates from outlets like the Beaumont Enterprise and other city contests. Here is one example of a news outlet spelling out nomination and voting windows at the Beaumont Enterprise and a similar pattern at the Midland Reporter Telegram.
Before you toss your hat in the ring, send a quick email to the organizer. Ask where winners will be published. Ask if they link to winners. Ask if they provide digital badges and a press kit. This small step sets expectations and helps you shortlist the awards that carry real SEO value.
Keep a simple spreadsheet for your short list. Track organizer, category, nomination dates, voting period, winners announcement, whether winners get a link, and whether badges are provided. Tools like WeVoteLocal and agencies that run Best Of programs share helpful promotion timing ideas such as in office signage, QR codes, and short scripts. For a quick primer on contest flow and promotion ideas, scan the advice from Neon Canvas and WeVoteLocal.
| Award | Host credibility | Winner link | Badge | Dates |
|---|---|---|---|---|
| Best Of City Dining | Daily newspaper | Yes, winners page | Yes, PNG badge | Nom in April, Vote in May, Winners in June |
| Readers Choice Services | TV station site | Often, check with host | Yes | Nom in Feb, Vote in March, Winners in April |
| Chamber Business Awards | Local chamber | Feature page | Yes, vector logo | Timeline varies |
If you run multiple locations, treat awards by location. Direct each store or office to the right category for that city. Tie those wins back to your site with local landing pages for individual locations. That gives each location a chance to rank for its own near me queries while keeping your brand story consistent.
Build a winning submission
Judges and voters remember clean stories that show results. Give them concrete proof instead of vague claims. Think outcomes, not fluff. For a submission that lands, use three buckets of evidence.
First, performance metrics. Pick one or two that matter for your category. That could be service calls completed, customer satisfaction rating, reduction in response time, on time project rate, community impact hours, or growth rate. Keep it real and verifiable. Screenshots of dashboards or short charts help when allowed.
Second, customer stories. Two specific customer stories beat a page of buzzwords. Aim for a short paragraph per story that explains the problem, what you did, and the result. Before and after photos or a 30 second video add punch when the contest allows uploads. Pull one or two short quotes from your Google or Yelp reviews and attribute them. Be sure the quotes support the award category.
Third, reputation signals. If you have a press quote, mention it. If you participate in local charity projects, add a line about measurable impact. If you have specialist certifications, add them at the end, not as the headline.
Many contests cap written fields around 50 to 150 words per prompt. Draft tight. Read it out loud. If it sounds like an ad, cut it. Agencies that coach winners often recommend starting early so creative assets are ready before the voting window. You can see this advice echoed by Neon Canvas. If attachments are allowed, create a single PDF one pager that includes your logo, a hero photo, two metrics, one quote, and a link to your site page about the award.
Ethical voting playbook
Mobilize your audience with respect. Keep the tone kind and the call to action simple. The most effective asks meet people where they already interact with you. That includes your front desk, in store signage, receipts, email list, social posts, and a single web page that points people to the exact category and your nominee page.
Use QR codes at your front desk or host stand. A short script helps your team feel comfortable. Neon Canvas suggests friendly in office scripts and signage. You can adapt a quick version in the templates below. For social, make your call to action one click and remind people of the voting window. Never ask people to create multiple accounts, turn on a VPN, or vote from shared devices against the rules. That is a fast path to disqualification.
Do not offer money, discounts, prizes, or entries in exchange for votes unless the contest rules clearly allow incentives. Many Best Of programs forbid paid or incentivized votes. They use fraud detection and can toss you for violations. You can see example rules that forbid incentives and automated voting in official contest pages such as Best of Sierra Nevada rules and TV station contests like Jax Best rules. Play it safe. Ask for support, not favors. Your long term reputation is worth more than a trophy.
If you plan any promotion that looks like a sweepstakes tied to voting, talk with counsel first. Many regions require an alternate method of entry with no purchase. You can learn more about No Purchase Necessary considerations in explainers such as this guide from RTM. When in doubt, skip the incentive. Use gratitude focused follow ups instead.
Turn wins into SEO assets
A nomination or win is a moment. Your job is to make it an asset that keeps paying you. That means an awards page on your site, a homepage badge placement, structured data with awards, and a Google Business Profile post with photos. Then keep those assets tidy so new visitors see them over time.
Create an awards page or section. Add each award with the badge image, the year, a one sentence explanation of what the award means, and a link to the host page if available. Host the badge image on your own domain. Search Engine Land shares the playbook for an effective awards page at their guide. Link your awards page in your About menu, footer, and anywhere a new visitor might look for proof points.
Add Organization structured data with the award property so search engines can parse your award list. Schema.org supports an award entry on Organization. Google Search Central explains Organization markup and validation best practices. Read the specs at Schema.org and the guidance at Google Search Central. Then add a small JSON LD snippet on your site. Do not overthink it. Just list each award as text.
Sample snippet you can adapt:
Validate your markup with Google’s Rich Results Test and then check Search Console for any warnings. Small detail, big payoff. Add the same awards to your About page content as human readable text. That gives both users and crawlers the same story.
Publish a Google Business Profile update. Use the Add update feature to post a nomination or win with a clean image of the badge and a real photo of your team. Google’s help doc for Posts is the official reference at Google Business Profile help. If you want inspiration on how award posts can look, check this quick tip about GBP award posts from The Talk Awards. For a stronger foundation on GBP setup and NAP consistency, see Local SEO basics on our site.
Polish your badge images. Keep file sizes lean, alt text clear, and placement above the fold on your homepage. If you want a refresher on image SEO, this guide covers how to improve award images and alt text at Rep Lock Marketing.
Backlinks and local press
Links from award hosts and local media move the needle. Treat your win like real news. Ask the award organizer where the winners page lives and how they link out. Request your preferred URL and anchor text when possible. Offer a quote and a logo file to make their job easier. A polite ask gets you further than you think.
Then pitch a short story to local reporters and blogs. Short is the key. Lead with the news. Tie it to a local angle such as jobs created, community service, or a feel good customer story. Add one statistic and link to two high resolution photos. Offer yourself for a short interview. Keep your subject line punchy. Industry guides from PR pros reinforce this less is more style. You can speed read solid advice at Cision, PR Newswire, and Meltwater.
Create a simple press kit folder on your site or cloud drive. Include your logo in PNG and SVG, two team photos, a photo with the award, a short bio for the owner or GM, and a one sheet with your service list. Link this folder in your pitch. Reporters love when the assets are ready and easy to use. As links come in, add them to your awards page so visitors can see third party coverage.
Trust badges that move buyers
Badges do not win sales by themselves. The right badges in the right places speed up trust. Focus on signals that mean something to a human. That includes credible award badges, SSL lock icons from real providers, industry association memberships, certification seals, and verified program badges that you have actually earned. If a badge is expired or fake, it hurts more than it helps. Two quick reads on what to show and what to avoid are Emplicit and a legal caution on using Google related badges from Verifyed.
Place your strongest badge near key calls to action such as your header, hero section, contact form, or checkout area. Keep it clean and clickable to the source page where possible. That click builds confidence because visitors can see the award details with one tap. Avoid a clutter of tiny icons that look like a sticker sheet. Curate the top two or three that matter most for your buyers. For more guidance on high trust design, see our guide on how to display trust signals on your homepage.
Keep an eye on voice search and near me behavior for local queries too. Awards can influence those zero moment choices where a customer says open now near me. For tips on how people phrase those searches and how to write for them, read our piece on voice search and local queries.
30 60 90 day campaign plan
This plan works whether you are chasing your first nomination or turning three years of wins into SEO fuel. Use the time blocks as a rhythm guide rather than a rigid checklist.
First 30 days. Shortlist two to six awards worth your time. Confirm with organizers what the nominee and winner pages look like and if they link. Gather proof points such as metrics, reviews, photos, and a 30 second video. Draft your submission text and assemble a one pager PDF if allowed. Spin up a simple awards hub page on your site that can host Vote now content during the window and then archive the win later. Prep your Google Business Profile images with badge and team photos. Train your staff with a friendly front desk script and place a QR code at checkout or the host stand. If you run multiple locations, map each to the correct category and city. If you need a refresher on GBP or citations, take a quick pass through our Local SEO basics.
Next 30 days. Nominations open or voting starts. Publish a short Vote now landing page on your site that links directly to your category. Use a memorable short link and QR code in store. Email your list with a short friendly ask and one clear button. Post on your GBP with the badge image and a grin filled team photo. Keep social posts simple and respectful. No spam. No over posting. Two to three reminders across the window is plenty for most audiences. Thank people who comment that they voted. Capture interested emails on your landing page for a thank you note later.
Final 30 days. Results go live. If you win, add the badge to your homepage hero and update your awards page with the date, badge, and a one sentence description. Add the award to your Organization JSON LD. Publish a GBP post announcing the result. Send a press pitch to local media with your photos. Ask the organizer to link to your preferred URL if they have not done so. If you were a finalist, still publish a note and keep the awards page current. Finalist badges still build trust. Track referral traffic from the organizer, GBP views, calls, direction requests, and form fills tied to your awards content. Where you see lift, double down next season.
Templates you can copy
Front desk script
Hi there. We were nominated for Best Category in City. If you like what we do, a quick vote would mean a lot. Scan this QR code and it takes you right to the voting page. Thank you.
Short email to voters
Subject line. A small favor from your local Business
We just got nominated for Best Category in City. If we have earned your vote, this link goes straight to our category. Thank you for supporting local. Link or QR.
Google Business Profile post caption
We are proud to be nominated for Best Category in City. Tap to vote. Thank you for cheering on local teams like ours. Photo of team plus badge image.
Press pitch email
Subject. City company wins Best Category award
Hi Name,
Local company Name just won Best Category in City. Our team served Number local customers last year and donated Number hours to Cause. We attached two photos including a team shot with the award. We are happy to share a customer story about how this service changed X for Y family, and the owner is available this week for a ten minute interview. If you would like an early look at the case study, we can share a quote and photos for your readers. Press kit link. Awards page link. Thank you for your time.
JSON LD awards snippet to paste on your site
How to ask the organizer for a link
Hello Name,
Thank you for running Best Of City. We saw the winners page is now live. Would you be open to linking our name to this URL so readers can find details and photos. Paste URL. We can also provide a logo or quote if helpful. Thank you again for the feature.
Measurement and improvement
You cannot fix what you do not track. Watch the basics. Referral traffic from the organizer’s site. Backlinks that show up in your Search Console and your preferred link tool. GBP views, calls, website clicks, and direction requests during the nomination and winners windows. Form fills or calls that mention the award. Press mentions that quote you or link to you. Tag your Vote now landing page and award images so you can see their performance in analytics.
Run small tests. Try a larger badge near the top of the homepage for a week, then try a version lower on the page. Swap a team photo into your GBP post and compare engagement with the badge only version. Test different call to action lines on your Vote now page. Keep the changes simple so you can see what moved the needle.
Legal and ethical reminders
Read the rules for each contest. Many Best Of programs ban incentives and automated voting. They reserve the right to disqualify entrants who break rules. Official rules for contests like Best of Sierra Nevada and TV station programs like Jax Best make that point clear. Review those pages at Best of Sierra Nevada rules and Jax Best rules. If you tie any giveaway to voting, consider the No Purchase Necessary requirement and add an alternate method of entry. A legal primer you can skim is at RTM. When in doubt, keep your ask simple and your gratitude strong.
Common mistakes to avoid
Picking contests that never publish winners beyond a Facebook post. That gives you nothing to link to and no long term proof. Submitting a paragraph of fluff without numbers, photos, or reviews. Asking for votes with spammy blasts or bribery. Forgetting to post on Google Business Profile and your own site, which leaves money on the table. Adding a dozen tiny badges that make your site look like a NASCAR hood. Let your best signals breathe.
Turn one win into a system
Local awards should be more than a one time victory lap. Build a small system that repeats. Track a short list of credible awards on a single sheet. Keep your submission proof folder fresh with new reviews, stats, and photos. Maintain your awards page and structured data. Post on GBP whenever you are nominated or win. Pitch local media with a fresh angle each season. Add your best badge near your strongest call to action. Watch the numbers and tune what works.
If you want help running the full play, Rep Lock Marketing does this for local brands every month. We shortlist the right awards, craft submissions, rally your audience without getting tacky, publish the awards page with JSON LD, post on GBP, pitch local media, and keep your trust badges clean. Reach out at Rep Lock Marketing and we will map a plan that fits your category and your city.
