Monthly Archives: February 2019

12 Awesome Stats that Prove Local SEO Pays Off

group of friends looking for information on smartphonesDigital marketing is like a speeding freight train. Along the way, digital marketing trends pop up and evolve; some disappear down a dead-end track, never to be seen or heard again (good-bye cloaking). Smart company owners and managers jump on board at key stops, putting the right trends to work and reaping the rewards of a strategic digital marketing plan.

Local search engine optimization, both on-site and off-site, is a digital marketing trend that’s here to stay. The reason behind the long-lasting nature of local SEO is that it’s based off real consumer behaviors.

Think about it. People look for answers to their problems online. Often, those answers are products and services. Sometimes those answers are information. All of this information can be found online, making online searches a key source of leads and sales for local businesses. Smart local business owners are investing in a solid local SEO strategy (more on how to kickstart a local SEO plan here) based on statistics that highlight key consumer behaviors.

Consumers are using local search to find businesses.

Key takeaway for businesses: Every effort (either in-house or by outsourced experts) should be made to get into local search listings, such as claiming listings on Google My Business, review sites, and local directories.

Mobile-friendly websites are important part of website optimization and customer conversions.

Key takeaway for businesses: Business websites need to be optimized for search engines and consumers. An optimized, fast, and mobile-friendly site is not optional for any business who wants to get higher search engine listings and convert visitors into sales.

Positive online reviews play a key part in customers’ buying decisions and search engine rankings.

Key takeaway for businesses: Online review sites play an important role in earning customer trust and a solid local SEO effort. Businesses need to take steps to claim listings on review sites and create a comprehensive in-house strategy of asking for reviews from satisfied customers.

How to Get Your Business Found on Local Searches

woman on smartphone looking for local businessAccording to Google, “fifty percent of local consumers visit a store within a day of a local search” (Search Engine Watch). The statistics demonstrate an ever-growing consumer trend. Potential customers are searching for products and services online. Local businesses are showing up in the search results—or are they?

Those businesses that aren’t showing up in local searches are missing out on a HUGE opportunity. Search Engine Watch went on to note, “Google says these people are ready to buy once they are in a store, as 18 percent of local searches lead to sales, compared to 7 percent for non-local searches.That statistic is even more mind-numbing because Google processes more than 2 trillion internet searches per year.

Fortunately, a lost opportunity doesn’t have to remain that way. Local businesses can step up their local search engine optimization (SEO) efforts and get included in local search listings. In many ways, local SEO is easier now for local businesses than in the past when national brands dominated, however it does take a concerted effort. Here’s what local businesses need to know AND the local SEO steps that turn a missed opportunity into more sales.

Google My Business Profile

Google My Business is used by the search engine giant as an online business directory. Google My Business profiles, especially those confirmed and updated, show up on maps and search results. Specifically, Google My Business listings show up when online viewers search for local products and services. The best part of Google My Business is that claiming a business profile free. There is only caveat; according to their policy, business profiles can only be claimed by the business owner.

How to get started: Follow the process to claim the business’ Google My Business listing; there is a short waiting period involved because Google needs to send a postcard to the business address. Completely fill out as much information as possible, including the address, business service and product information, and hours. Use this article from Search Engine Journal as a guide, or contact experts experienced in optimizing Google my Business listing and knowledgeable in local search engine optimization.

Review Sites

Online reviews are a valuable asset for businesses. Reviews on popular websites like Yelp, Manta, and the Better Business Bureau and social media play a significant role in building customer trust. These sites are also likely to come up during searches, such as when potential customers are researching local businesses. It’s important to note that in a business’ quest for positive reviews, there is some risk involved. Along with positive reviews, customers may also leave negative reviews. When and if this happens, contact a firm with automated software for monitoring websites and follow these steps for responding to negative comments. Negative reviews are actually an opportunity for businesses to showcase their prompt and excellent customer services.

How to get started: Obtaining positive reviews is a two-part effort. Visit popular websites and claim the business listing (or contact an experienced marketing firm to tackle the task). Pay attention to the fine print; some of these websites prohibit asking for reviews on the website. However, companies can develop a multi-channel strategy for asking for reviews. For example, in-person staff can be trained to ask for online reviews. Asks can also be included in customer e-mails and other marketing materials (this list of ideas to incorporate into current operating procedures can help).

Local Directories

Think of local directories as a modern-day phone book. Many of these online phone books are used by online viewers to find local businesses who provide products and services. Search engines, noting this consumer trend, include these online phone books in search results, making them a high priority for businesses wanting to get found in local searches.

How to get started: Don’t take a haphazard approach to listings on local directories; complete and accurate listings are vital for success. Entrust the effort to the experts or research local directories (this article from Search Engine Journal can help). Compile a list of directories that are relevant and valuable to the business, then determine if the business is listed on the sites. If there is no listing, follow directions for completing a business listing.

Website Optimization

A website is the only place where a business can truly tell their story, making it a valuable marketing tool. Businesses should optimize their website during the building process and regularly throughout the life of the website. During website building, the website should be structured for optimal speed and search engines. For local businesses, pages should be added that use local optimization technology. The technology ensures that the website is listed in organic search rankings initiated by online users around a specific location (or locations).

Websites should also be mobile-friendly; this is not an option. Search engines value mobile-friendly websites and regularly added content, both of which are signals that determine the order of listings on search engine results pages. The latter can be achieved through strategic and high-quality content marketing.

How to get started: When building a website, business owners should employ staff or firms knowledgeable in website optimization. For continual optimization, high-quality, optimized content should be added on a regular basis. (Use these tips to produce relevant, quality content.) An experienced staff member can be tasked with compiling a marketing calendar for content—and meeting deadlines—or the task can be outsourced to an experienced content marketing firm.

Effective Online Marketing Tactics that Target Local Customers

local business trying to reach local customers with marketingLocal businesses need to invest their dollars into marketing tactics that target local customers. After all, a customer thousands of miles away isn’t going to travel cross country to buy your product.

And local customers aren’t looking in their phone book anymore. Consider phone books in the same category as the extinct do-do bird.

It’s time to move into the modern age of smartphones and tablets—and use them to target local viewers that can actually buy.

The chance for increasing sales is high. The investment (of time and funds) in the marketing tactic doesn’t have to be (if you choose the right marketing firm that delivers results).

To be clear, we’re not discounting the significance of in-person customer interactions. Customer service (both online and off) is more important than ever, building relationships and customer loyalty. However, you have to reach customers before you can provide excellent customer service. Far too often, local business owners waste their money on generic marketing tactics that can reach anybody anywhere. Frankly, a flooring store isn’t going to increase sales if their marketing is seen 1,000 miles away.

Website Optimization

An optimized website is built and designed for users and search engines. This is not done blindly. The best websites are built with the right structure for search engines and fast enough for any impatient customer (statistics have shown that online viewers leave websites that take too long).

For the benefit of both search engines and online viewers, website content should be written with information and images relevant to local online viewers. Lastly, contact information for the business should be included on several web pages for search engines and customers. For the latter, include easy-to-use ways to contact the business, such as a contact form and social media.

Optimization Technology

An optimized website is the first step; it shouldn’t be the last. The next step is to continually optimize with content and technology. Search engines credit websites that regularly add high-quality content (i.e. blog posts, infographics, etc.) Online viewers use the content as they research topics that solve their problem. The answer is to regularly add content to the website for both online viewers and search engines. If a staff member isn’t available to do so or doesn’t have expertise, consider outsourcing the effort to the experts.

For brick-and-mortar businesses with one or several locations, optimization technology is the logical next step. Optimization technology specifically targets customers within a specific radius around a business location (or locations). This marketing tactic takes a high level of expertise and understanding of best-use search engine practices; use this guide to choose a marketing firm that offers effective optimization technology that has proven results.

Social Media

Social media is a free marketing tactic that gets results. Unfortunately, those results can be hit-or-miss if some best-use social media practices aren’t followed. Sales-driven posts can also be more in the miss category if these ideas for local social media posts aren’t used.

To build a solid social media following that buys, promote the social media channel on every marketing piece (i.e. website, e-mails, traditional mailers) and during in-person interactions (i.e. register sales, sales meetings, etc.) Get the maximum amount of followers and audience engagement by carefully choosing the social media network that the business target audience is on. Use this helpful social media chart to select the right social media networks and post regularly for maximum effect. Regular posts fit into the “not too often, not often enough” category. The exact schedule should be determined by using statistics, social media insight, and a testing method that determines the best time for customer engagement (i.e. comments, likes, etc.)

Increasing sales on social media does not necessarily mean “only sales” posts. Social media marketing is more of a subtle practice; approximately 60 percent of posts should be sales and 40 percent should be relevant content. To that end, plan a marketing calendar that meets this criterion and showcases the local nature of the business (this list of ideas for social media posts).

E-mail Marketing

E-mail marketing is one of the most effective marketing tactics—especially for local businesses. The first step is to build an e-mail list that is open to communications (use this list of ideas for building an e-mail list). Try to avoid buying e-mail lists which can fill the list with e-mail users that don’t have any interest in the business.

Set a regular schedule of e-mails (i.e. weekly, bi-weekly, monthly) around dates that are relevant to the e-mail recipients. Try to avoid sending e-mails too often (this is a sure-fire way to annoy e-mail recipients). If the schedule starts to feel too arduous, consider outsourcing the effort a marketing firm.

In the e-mails, include content that is relevant to the target audience. Just like social media content, these topics are not always sales-driven. For local businesses, include community events that the e-mail users are interested in and topics that e-mail recipients want to act on. For a maximum return-on-investment, include call-to-actions in the e-mail that are easy-to-use.