Local SEO is all about finding and connecting with your target audience online. Whether you own an auto body shop or a local clothing store, chances are that most of your customers are conducting online searches before they make a decision to visit your store in person. From customer reviews to keyword optimization, there are a variety of factors that go into determining how your marketing efforts perform in terms of search rankings. Consumers generally only pay attention to search results near the top of the page, so learning how to improve your local SEO strategies is essential when it comes to successful online marketing.
Choosing the Right Local Keywords
The role keywords play in effective local SEO strategies cannot be overestimated. Research shows that 50 percent of consumers who conduct a smartphone or desktop search for local goods or services will actually visit a physical store location within one day. This is crucial information when it comes to honing your online marketing efforts. If you can isolate the keywords customers are using to find goods and services in your area, you will be well ahead of the local competition. The trick is that those keywords are not always as obvious as you might think. The keywords business owners would use to identify their products or store are not always the same as the terms users are actually searching for. Professional SEO help takes the guesswork out of finding keywords that will connect search users with your brand online and increase your online marketing conversion rate.
Local SEO Strategies for Website Optimization
A streamlined website is the key to effective online conversion. The last thing you want is for your other marketing efforts to successfully direct consumers to your website only to have them give up before completing an order due to a framework that is difficult to navigate. Professional web design could mean the difference between a frustrated customer and a new brand advocate.
Know the Competition
When it comes to local marketing, one of the best things you can do to increase your conversion rates is to take a look at what the competition is doing. If your store is the only one in the area that doesn't have a streamlined website, you could be losing business to competitors who have adopted a high-tech approach.
Improve Your Sales Funnel
Local search results are highly action-driven. This means that visitors to your local business website are already primed to take the next step when it comes to engaging with your brand, so your website should make that engagement as easy as possible. Think carefully about what your visitors' primary goals are, from scheduling a consultation to booking a service or buying a product online, and make those goals simple to achieve. Convenient contact forms and clear calls-to-action make the process easier.
While most businesses recognize the importance of being accessible online, many overlook the importance of a local approach to advertising. Local review sites, such as Yelp and Foursquare, have built-in local customer bases you can tap into for improved marketing results. Consider advertising through these sources to reach consumers who are already looking for restaurants, stores and services in your area.
Mobile marketing is a key component to all local SEO strategies. Research shows that consumers actually spend more time on mobile devices, such as tablets and smartphones, than on desktop computers and laptops. Put this information to work for your brand by investing in a responsive web design. Responsive websites look great on any device, regardless of screen resolution, and they are more likely to do better in mobile search results than non-optimized websites.
Update your website regularly with high-quality content that is relevant to your audience in order to stay at the top of the local SEO game. Evergreen content, such as how-to blog posts that are relevant to your industry, can dramatically increase your search rankings, making it easier for consumers to find your website and encouraging them to stay on your site when they find it. Websites that feel “stale” are less likely to convert visitors to customers. It also pays to regularly update your website plugins to protect against malicious viruses and other security threats.
If you would like more information on local SEO marketing, contact Brandgy today. Our SEO specialists are happy to develop a custom SEO strategy to help your business connect with a local audience that is already looking for the goods and services you provide.