For smaller, local businesses understanding that you must do in order to rank is still a challenge. Search Engine Optimisation (SEO) as a whole is fast paced & elusive. Local SEO should be considered as an important element to your SEO campaign, specifically if your business services a specific area. Consider your audience rigorously in order to understand your target audience and if you have an area that you focus on, it is important to create a local level marketing campaign that matches.
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Therefore, as Local SEO experts, we have created a local level marketing blueprint to help guide you through the best practices in order to gain rankings. It is essential that you look at your business from your customers perspective, especially when it comes to their searching behaviour. Consider these two examples of how your website aids the buyer’s journey.
Your business is a dental insurance provider, User A approaches your website looking to register for dental insurance locally, what information must your site provide them?
• Where you are based – are you nearby?
• How much do you charge?
• Do you have space?
• Are you well liked and thought of in the community?
• How can they contact you?
Does your website answer those queries quickly?
Your business provides services for car, vans and motorcycles, User B approaches your website and is hoping to get their car booked in for a Winter Service. What do they need to know?
• Where are you based – are you nearby?
• Do you give an idea of your prices on your website?
• Are you a genuine, trustworthy, reputable garage?
• How do you compare locally?
• How do they get in touch to book?
How does your website answer those queries quickly?
Some of the above are obvious but there is scope in both to offer more than the user expects and really wow them. The moment you look at your own website from a user perspective you will instantly see the obvious journey they need to make.
Historically, the price is hidden behind forms and phone calls, however, if one of your unique selling points is that you can offer a lower cost than larger businesses then make sure you are making your visitors aware. If you are slightly more expensive than your competitors but are more reliable, trustworthy and skilled then you must make them aware.
Remember to always put the user first, consider their wants and needs and provide information that is of value to them.
Six best practices for leading local level marketing
Create great content on your website
Not just any content – local content, write about your connections in the area. Talk about the local landscape from an economical, environmental or historical viewpoint – whichever is most relevant to your business. Create a good amount of content around 500-1000 words is recommended. Once you have created your content you need to make sure that your H1, meta title and alt tags contain your location keywords. So if you are accountants in Worksop you could simply put ‘in Worksop’ or ‘your local Worksop Accountants’.
Interact with the local community
Interacting with your local community has always been important, word-of-mouth marketing has always been one of the most effective local level marketing campaigns any business can have. However, it is important to build on those local community relationships online and offline. Sponsor local events and create a social media presence based upon the relationship and the event. Consider writing up an article about the event, creating a video to upload to your social media platforms.
Take advantages of the physical relationships that you have in the community and move them online to create digital conversations, consider Facebook and LinkedIn groups, mention other local businesses. As they are likely to return the favour which will then have a positive effect on your local presence too.
Join local SEO networks for local link building
Your local network all depends on your location and their speed of adaptation with digital marketing. It is very different to national link building and undertaking research is essential to benefit your business.
Consider things like local directories, local networking events or meet-ups, local review websites or resource pages, newspapers and magazines, local blogs, charities, schools and events.
If it is unique to the area that you service then you should consider approaching the relevant people to understand how you can build a mutually beneficial digital and analogue relationship.
Shout about yourself
When it comes to local level marketing, you are your biggest advocate. British businesses have a habit of innovating in secret and not shouting about their successes. Creating press releases, blogs, interviews or social announcements are all a great way to create more local klout for your business. Creating a well written and topical press release can help you to get local links. Consider reviewing your business once a month to look at what you have done that is news-worthy or that could be used to improve your local level marketing.
This links nicely to the previous point, creating strong relationships with your local newspapers offers a fantastic way in which you can regularly share your news with them, for them to share with the local community.
Keep your friends close and your competition closer
Not because they are a threat to you, but they may have undergone a local level marketing campaign previously and may have links that you can use. For some of those that are easy to use and implement you will then be able to sprint ahead with your local SEO. It is also worth being aware of what they are doing to be prepared for them to copy your approach. You can find keywords that they are not ranking for to make sure you optimise your website for those specific terms. Ultimately all your marketing should aim to beat your competitors to the leads, therefore you must know what they are and are not doing.
Schema your website
Schema is a fantastic way to increase local level engagement, particularly for active bloggers. It essentially highlights all of the important information on your websites for search engines to find. It increases your real estate on the Search Engine Results Page (SERP’s) with extra, relevant information.
This information could be reviews, images, recent article titles or even a video. It doesn’t have to pick the information but it can and to have that information there allows users the opportunity to have extra reasons to click on your website.
Follow these best practices for local level marketing to help your business to stand out for local visitors. Depending on your demographic, your unique selling point and the competition begin with two or three and then follow the steps to transform your business locally.
Good luck and if you have any queries, free feel to drop us an email on hello@seotrafficlab, we will be happy to help.
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