Many people may think that SEO is the sole domain of the few mega-companies out there, but this couldn’t be further from the truth. The advent of local SEO means that small companies can still succeed by narrowing their focus to a more specific, but also more motivated audience. Here are the elements you need to consider.
How Local SEO Works
At the core, this new concept is implementing a strategy specifically targeting customers in and near your area of business.
For example, your keyword strategy may be built around not just your services, but also your service region. This extends to any content marketing or social media that you may be doing as well. While many classic strategies apply here, you often need to apply them in a new direction to see success.
With the fundamentals covered, we can start going into some of the frequently asked questions a lot of companies have when looking into this new strategy for the first time.
What are local citations?
A local citation is any mention of your business online, specifically, the name, address, and phone number. Generally, you find these in social media mentions as well as online business directories like Yelp. These not only help your raw local search engine ranking but also make it easier for potential customers to find your business. As a result, you want to try and put your information on as many different platforms as possible.
How should I change my content marketing strategy?
Remember, you’re targeting a smaller audience, which gives you the opportunity to be a bit more specific in your content marketing ideas.
For example, a national business may not want to do a blog about, say, cultural events in the summer in Sydney.
However, with this different, you have the opportunity to go more specific and tackle local topics.
This is also useful because it avoids you writing about a lot of the same topics other content marketers in your niche may be doing.
What are some common mistakes companies make with optimisation?
A lot of people looking for higher ranking locally fail to make their content properly geo-specific. In addition, it’s also important to make sure your information is consistent across all categories. Changing your address or website? Make sure all the citations you put up are changed to match. In addition, the fundamentals of good SEO apply. Putting the name of your town as a keyword won’t help much if your content is poor or derivative.
Can SEO for local businesses help me stand out against major competitors?
This isn’t necessarily the best way to look at things. The point of going this route with your keywords isn’t to try and put you above other pages, so much as it is to put your pages in front of the right potential users.
For example, a keyword like “engine replacement in northeast Melbourne” is meant to be as specific as possible. Quality over volume matters.
Local SEO has grown to be every bit as important, if not more to the success of many small businesses than the traditional method.
However, one major issue that these businesses may have is effectively converting their strategy to meet this new focus. The best way to handle this is by investing in an enterprise website audit. The best option in this regard is using an outside SEO consultant service. On top of basic website maintenance, we can see potential holes in your strategy, and offer ways to improve.