Category Archives: localized search engine optimization

10 Steps to Successful Online & Website SEO

online shopper finding business that utilized local seoKnowing the basics of search engine optimization (SEO)—and using the latest tactics—can be the difference between being lost online and generating valuable business leads. Successful local SEO gets a business found by local online visitors who are searching for information related to the business. Because search engines look for factors that cater to a better online experience for visitors, these tips can also convert visitors and give a business the edge over a competitor’s less-than-stellar web presence.

SEO can be broken down into two types: on-site and off-site. On-site SEO is the process of optimizing a website for search engines. This effort sets up a website so it checks off boxes on the list of search engine ranking signals. Off-site SEO are those checklist items that ensure a business shows up in search engine listings, such as a listing on an online directory.

While businesses have been using SEO for many years, SEO is an ever-evolving process with a changing list of ranking factors. To stay on top of those updates (and on top of the search engine results page), use these steps to get started and a professional marketing company to utilize the latest SEO practices.

On-Site SEO

Build a website with optimized structure and easy-to-use navigation.

Google has specifically stated that a HTTPS website is a top ranking signal. In addition to a secure HTTPS site, a website needs an optimized structure with an easy-to-use navigation. The latter is important for SEO and visitors. While SEO gets a website found, a website with an easy-to-use menu and conveniently positioned call-to-actions turns online visitors into buyers.

Consider website speed.

Website page loading speed matters, both to search engines and visitors. According to Google, when website page loading goes from one to three seconds, the chance of an online user leaving the website increases by 32%. That number almost triples, to 90%, when page loading speed goes from one to five seconds. The number increases to 106% when loading from one to six seconds. From one to 10 seconds, the chances of a bounce are a whopping 123%.

Make the website mobile-friendly.

According to the Pew Research Center, more than three-quarters of Americans have a smartphone. Google reports that more than half of online searches came from a search on a mobile device. Both of these statistics are the reason that a mobile-friendly site with fast loading time is a search engine signal.

Add optimized website content (for search engines and voice searches).

Optimized website content contains keywords that are relevant to online visitors’ searches. Basically, the website should contain information with keywords relevant to online searches—without sounding canned. This is another way that professionally-drafted website content can satisfy search engines and online visitors.

Select and optimize website images and video.

Website images are another integral part of a stellar website, both for online visitors and search engines. These images and videos should not be random media downloaded off of the internet (in fact, this is a huge online marketing mistake). Instead, the photos and video should be professional quality purchased or produced in-house. (These tips on choosing the right images for online marketing are invaluable.)

Add content on a regular basis.

New content regularly added to a website is a top search engine ranking signal. These types of content should be added on a regular basis to a website for optimal results. All content should be optimized with strategic keywords and information valuable to online visitors.

Off-Site SEO

Completely fill out a Google My Business listing.

Google My Business listings show up in searches when online users search for a local business. Businesses who claim a free listing can customize the information that shows up, such as the hours and listings. The claiming process is free, but does need to be confirmed by a postcard sent to the business address. For optimal results, take the process a step further by optimizing the GMB listing or outsource the task of creating and optimizing to trusted marketing professionals.

Claim review site listings.

Accurate listings on review sites are a valuable source of online traffic and a vital part of a business local SEO. This makes accurate and standard listings on Yelp, Manta, and the Better Business Bureau an important part of business’ efforts to get found online. Review sites should be monitored regularly (manually or with an automated system) to ensure that all negative reviews are responded to with excellent customer service.

Review company protocols to find ways to ask for reviews.

Positive online reviews build trust and earn customers. According to Search Engine Land, 88% of online visitors have reported that they factor online reviews into their purchasing decision. Businesses should make getting more reviews a top priority in daily operations; many of the asks for reviews can be integrated into daily operations.

Choose online directories.

Accurate business listings on online directories are another key to getting found in local searches. When claiming listings, businesses should make sure that the information is consistent on all sites. For example, an address with a street or suite should be written out fully or abbreviated the same on all sites. This effort can be done in-house or managed and updated by professionals as part of a comprehensive local SEO plan.

20+ Startling SEO Statistics that Get You More Business

tablet that user is using to do Google searchSEO is more than just the talk of a bunch of technological blowhards. It’s a digital necessity that generates leads and sales, but not one that has to be accepted blindly (or at the word of every digital blowhard).

Fortunately, there are hard-and-fast numbers that confirm why businesses should invest in SEO and dictate where businesses should invest their marketing dollars. If the numbers aren’t enough, business owners and managers should let personal experience do the talking. There’s scarcely a place anyone can go without encountering people on smart phones, desktop computers, and tablets looking for information on online search engine listings.

If businesses want to be at the top of those search engine listings, they need to put search engine optimization (SEO) to work for their business.  Put simply, search engine optimization is the process of convincing search engines the business should be at the top of relevant online searches. To do so, websites—and a business’ online presence—has to check off more than 200 boxes to get to the top of search engine listings in front of potential customers (or hire SEO experts to manage the task).

With customers and sales on the line, earning those key positions on search engines should be a high-priority investment catered to ever-evolving search trends. But don’t take this technological blowhard’s word for it. The proof is in these SEO statistics (all compiled into one easy list).

Why SEO is Important

  1. A recent study proved that potential customers do online research before purchasing.
  2. More than 90% of all customer searches for information start with on a search engine.
  3. Google is the most popular search engine, with almost three-quarters of the market. (HubSpot).
  4. Search engine giant Google processes more than 2 trillion searches per year. (Search Engine Land)
  5. More than a million voice searches are done every month, according to this Forbes article.
  6. More than three-quarters of all mobile searches end in an offline sale.
  7. Eighteen percent of local searches lead to sales, compared to 7 percent for non-local searches.
  8. According to Google, “fifty percent of local consumers visit a store within a day of a local search.”(Search Engine Watch)

Why Mobile-Friendly Websites & Website Speed Matters

  1. Seventy-seven percent of all Americans have a smartphone.(Pew Research Center)
  2. According to Google, more than half of searches initiated from mobile devices.
  3. Almost half of all online users are annoyed by websites that aren’t mobile-friendly. (Google)
  4. “52% of users said that a bad mobile experience made them less likely to engage with a company.” (Google)
  5. According to Google, when the time for a websitepage to loadgoes from one to three seconds, the chance of an online user leaving the website increases by 32%. That number almost triples, to 90%, when page loading speed goes from one to five seconds. The number increases to 106% when loading from one to six seconds. From one to 10 seconds, the chances of a bounce are a whopping 123%.
  6. Search Engine Journalrecently published shocking statistics from an Unbounce study. Almost seventy percent of consumers reported that slow page loading speed plays a role in their buying decision.
  7. Forty-six percent of online users put “waiting for a website page to load” on their mobile devices at the top of their dislike list, according to Google.
  8. More than half of all searches are done on a mobile device.

Why Getting Good Online Reviews Are a Top Priority

  1. More than half of smartphone users found a new company or product during a search on their smartphone. (Google, 2018)
  2. On average, consumers need at least 10 reviews to trust a company. (BrightLocal)
  3. Research has shown that 88% factor online reviews into their purchasing decision (Source: Search Engine Land).
  4. More than 70% of customers say positive reviews play a part in trusting a business.
  5. More than half of all customers select companies with four stars or more. (BrightLocal)

Website Optimization: Why SEO Matters (and What Works!)

women looking at optimized websites on tabletWebsites are one of the MOST powerful online marketing tools; they serve as the only platform online where a business can truly tell its story. This is not an overstatement. With ever-changing algorithms that continually cut audience reach, not even social media sites can say the same. While social media is an effective way to increase website traffic and customer interactions, the foundation of a solid online marketing plan is still the website.

Modern business websites need to be optimized for the target audience and search engines, making the website planning and building process with carefully planned website SEO more crucial than ever.

Importance of Website Speed

Waiting is become incredibly unpopular in almost every aspect of life—especially online. The winding circle while waiting for an app or a website to load can be maddening; it also costs business owners valuable inquiries and, eventually sales.

The statistics back it up. According to Google, when the time for a website page to load goes from one to three seconds, the chance of an online user leaving the website increases by 32%. That number almost triples, to 90%, when page loading speed goes from one to five seconds. The number increases to 106% when loading from one to six seconds. From one to 10 seconds, the chances of a bounce are a whopping 123%.

A fast website is not a luxury anymore; it’s a requirement for every business website. The Search Engine Journal recently published shocking statistics from an Unbounce study. Almost seventy percent of consumers reported that slow page loading speed plays a role in their buying decision. Forty-six percent of online users put “waiting for a website page to load” on their mobile devices at the top of their dislike list, according to Google.

Other Website Features that Count

A fast website is only a part of a stellar online customer experience that leads to more inquiries and customer conversions. That fact is why, according to Search Engine Journal, a website’s excellent customer experience is an integral part of high rankings on Google.

With over a billion websites online, the competition for the top of search engine rankings is fierce. In addition to website speed, modern websites need to built with an optimized structure. A secure HTTPS website is now a top priority for any business looking to improve their search engine ranking. That’s just the start of the list; websites also need to be mobile-friendly (also not an option for websites any more). More than half of all searches are done on a mobile device.

For businesses keeping track, the list of website features that get a website in front of potential customers is fast website loading speed, a secure protocol, and mobile-friendly design. Also high on the list is top-quality content.

Importance of Content

Optimized content valuable to online users, both on a website and blog, increases the amount of time online users spend on a page. This makes content an important search engine ranking signal—and should make it a high priority for businesses (either produced in-house or outsourced to professionals).

Basically, content should be written and developed for online users and search engines—-and keep being written and published on a regular basis. Websites with regular and relevant content continue to be ranked higher on search engines (and subsequently, in front of more potential customers). The content should be written for the target audience (potential customers) and optimized with keywords relevant to the online viewers and business. (Note: this does not mean packed with keywords, which is actually detrimental to content performance.)

In addition to well-written content, images and video should be included on the page for an optimal customer experience. (These content marketing do’s and don’ts can also contribute to a successful content plan.) Regularly published content should be promoted regularly to increase website traffic and reach marketing goals.

Value of Off-Site Local SEO

An optimized website is only part of the search engine optimization process. Off-site search engine optimization is also a factor when trying to gain valuable rankings, especially for local brick-and-mortar businesses. There are several aspects to local SEO: an optimized Google My Business listing, complete listings on review sites and online directories, and a process for brand reputation management. (This local SEO checklist breaks the process down into manageable steps.)

The process starts with claiming a business Google My Business listing and filling it out completely (this step-by-step guide for Google My Business is helpful). In addition to Google My Business, businesses should also strategically choose and add listings to online directories and review sites that are relevant to the business. Every listing should be filled out consistently with the exact same business name and address (i.e. Street versus St., Ste. Versus Suite).

Search engines list these review sites and directories (with the specific business listing) in relevant search engine results, such as in the “restaurants near me” or “flooring stores near me” searches. For that reason, businesses should concentrate on eliciting positive reviews and using positive customer service to communicate with customers leaving negative reviews.

(Easy) Local SEO Checklist

customer on tablet and smartphone using local seoMarketing a business online for local customers is hard. Marketing a business online for local customers is easy. A business can view marketing either way, especially when sifting through information about getting a business found in local searches. The effort is definitely worthwhile; the statistics about local search certainly prove that local SEO pays off.

Marketing a business online is not a one-time effort. It’s an on-going effort that requires regular effort and expertise. This checklist breaks down the effort into a checklist that can get a business started managing their local marketing—and getting results.

Google My Business Profile

___ Search for any pre-existing Google My Business listings

___ Claim Google My Business listing

___ Add as much information to the GMB listing as possible, including service area and hours

___ Include photos and brand logos

___ Use the code listed on the postcard to verify the GMB listing

___ Keep business hours updated

___ Respond to customer reviews

Quick tip: Google tends to favor listings that are relevant to users’ searches. Make sure the business listing is as complete as possible to ensure that the listing is relevant to potential searches.

Review Sites

___ Strategically select review sites that are pertinent to the business (choose from this list of review sites from Search Engine Journal)

___ Claim business listing on review sites

___ Develop a strategy for eliciting positive reviews

___ Review customer interactions for chances to ask for reviews

___ Add an ask for reviews to customer follow-up emails

___ Include ask for reviews to staff training

___ Add link to review sites to all promotional materials

___ Use review monitoring software to monitor sites for reviews

___ Develop protocol for responding to negative reviews (or outsource to professionals with experience)

Quick tip: If possible, ask satisfied customers for reviews (use this list of ways to ask for business reviews). Be careful about asking for reviews on review sites, which may be prohibited by the site.

Local Directories

___ Compile a list of directories that are relevant and valuable to the business (Use this list from Search Engine Journal as a resource)

___ Search directories to see if there is an existing listing

___ Correct incorrect information on existing directories

___ Completely fill in existing and new listings on local directories

Quick tip: Make sure that the information, tone, and visual aspects of the listings are consistent.

Website Optimization

___ Build a website with structure designed for search engines (i.e. simple and optimized URLs, schema markups, speed, etc.)

___ Make sure the website is mobile-friendly

___ Write optimized content for the target audience (and search engines)

___ Select and optimize website images

___ Create an easy-to-use and easy-to-navigate website

___ Optimize site navigation

___ Use testimonials (like from social media) on the website to build trust

___ Request website crawl to get website indexed

___ Use website traffic monitoring tools to gauge traffic

___ Research topics and keywords to generate high-quality, optimized content

___ Add high-quality, optimized content to the website regularly

___ Utilize local website optimization for reaching local customers

___ Monitor rankings and traffic and address any traffic drops or ranking issues

Quick tip: Outsource parts of the process for a comprehensive online marketing strategy that gets results and follows website trends.

2019 Online Search Trends Businesses Should Know (and Use)

ground on tablets searching for local businessesOnline consumer behaviors are always a concern for business owners. If they’re not, they should be.

A targeted marketing plan revolves around those behaviors. To reach customers, business owners should continuously be asking, “Where are our customers online? How can our business engage with them? What means are they using to find our business?”

In general terms, the list includes local search listings, social media, and review sites (read more about how customers find businesses here). The first tactic, local search engine listings, is one of the most significant and studies prove it. According to Google, more than half of smartphone users found a new company or product during an online search.

To get the full benefit of this information, smart business owners and managers (or their trusted marketing firm) not only understand the significance of search engines but apply the information to their marketing. Specifically, there are four recent internet search trends that should be on business’ radar and utilized in a comprehensive online marketing strategy.

Voice Search

According to Forbes, an average of one billion voice searches occur every month. That number is impressive, and demonstrates a growing internet search trend. Consumers are using their devices to find the answers to their problems. Voice searches make life easier for consumers, meaning the amount of voice searches are only going to rise. The one disclaimer follows the old adage about putting all one’s eggs in a basket. While businesses should adapt efforts to voice search, traditional search engine optimization tactics should still be utilized for maximum results.

The application: Businesses need to consider the enormity of voice search when producing online content. Online content doesn’t need to be oversimplified, but it should be written with relevant terms in the same way consumers speak. The major search engines recognize this rising search trend and factor voice-friendly content into rankings. This effort should be coordinated with efforts to improve local search engine optimization since, according to Google, nearly a third of all searches are location-based.

“Near me” Searches

The combination of the explosion of mobile device usage and voice search has resulted in an increase of “near me” searches. This category of internet search trends refers to any search relating to a location near the consumer, such as “near me” or “restaurants Madison WI.” The majority of these searches originate from mobile devices. Many of these local searches result in sales. Google says these consumers 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.

The application: Businesses need to invest in local search engine optimization tactics (as detailed in this post about ways to get businesses found in local searches). This effort includes a complete Google My Business profile and update listings on review sites and local directories. Of course, local SEO only goes as far as getting consumers to the business website. A comprehensive SEO effort should include an optimized and fast-loading website that converts consumers into customers.

Question and ‘How to’ Searches

Website content is an effort that search engines and consumers appreciate. The effort should start when building a website with optimized content and continue with a regular content marketing production calendar. Regular, high-quality website content is a factor in search engine rankings and should be an important part of a business marketing plan. Content should be produced to fit the business sales cycle and recent internet search trends. Recent Google articles have indicated that consumers are using the internet to find answers, making ‘how to’ and question searches a top priority for businesses producing quality content.

The application: Businesses need to develop a comprehensive marketing plan with a custom content marketing calendar. All content should be produced with a clear deadline, posted regularly, and be generated with the latest internet search trends in mind. If there is a lack of staffing or expertise, these efforts can be outsourced to a quality content marketing firm.

What is Local SEO?

local seo map with map pointsSearch engine optimization is one of the most valuable tools in any business’ online marketing tool chest.  Ironically, the businesses that need it the most often aren’t using it, thanks to common SEO myths.  To be fair, SEO and local brick-and-mortar business is not a connection most business owners make, probably because SEO is often thought of as an online marketing tool only large e-commerce companies use.  The truth is that search engine optimization, especially local SEO, is a match made in heaven for businesses that rely on local customers—and local website traffic.

The ‘What’ of Local SEO

To start, here’s a clear definition of SEO: search engine optimization is the process of creating a website optimal for search engines. SEO is always evolving with technology and user behavior, but right now there are three general basics of optimizing your website (find other ways here):

  • Creating regular, quality, user-friendly content users want to read.
  • Using search engine optimization tactics on your website such as writing strong, accurate headlines and excellent content on each page.
  • Optimizing your website with content focused around keyword phrases your customers search for—-and with information they want to read.

Those are the generalizations of basic SEO (you can find more information about SEO terminology here).  Generally, think of local SEO with this scenario: your pipe has burst.  Water is flooding your house, and you need a local plumber NOW.  So you go to the modern phone book, a search engine.  And what do you expect? A list of local plumbers that can fix your pipe so your house isn’t flooded, right?  Local SEO optimizes a plumber’s website so his or her business website is at the top of the listings.

The ‘Why’ of Local SEO

Believe it or not, a beautiful, mobile, and user-friendly website is not enough. “There,” you think, “I’ve invested in this website. Customers come and find me!” Unfortunately that’s not how it works—though there are ways to drive traffic to and optimize your website naturally. Customers have a ton of online options, and studies have shown that they make more than 60% of their purchasing decision online.  That’s where local SEO comes in.  Local SEO can get you at the top of search engine listings in towns and cities within a 10, 20, or 50 mile radius. Even if you don’t sell products online, or have any interest in e-commerce, integrating search engine optimization is a smart marketing strategy because online is where people today are looking for products, services and information (and don’t get us started on the effect of mobile devices on search traffic). Statistics back this trend up:

More and more, American consumers are looking to the internet to find local solutions and information. If you’re not online, you’re not on their radar. With more than 90% of users turning to search engines for information, local SEO technology—like KD Interactive’s (shameless self promotion here)—can get your business website in organic search engine listings using keywords your audience searches for.

The ‘Proof’ of Local SEO

SEO Computer Key In BlueSearch engine optimization technology is one of the most effective online marketing tools for businesses looking to attract local customers. One of our clients, a local print company, was positioned at the top of search engines just a week after utilizing our SEO technology. Their results were localized, with their company showing up in cities and towns search results within 30 miles of their location, including a major metropolitan area. They also invested in content marketing to keep their site content updated and give their customers value, yielding long-term results; their printing firm has remained at the top of the major search engines since launch. Better search engine results have meant more digital exposure for their business, and stronger opportunity for online conversions.

Another client, a flooring company, saw their website traffic double in just four months because of search engine optimization. In 30 days, their unique visits increased 122% and hit an impressive increase of 200%. Website traffic is just a number unless you can convert those visits to customer interest. The flooring company receives form submissions every week from potential customers, with 60% of those visits stemming from their search engine optimization package. If you want to tap into that same local search engine technology to get results for your company, read our blog post about SEO terminology or see it in action.

How to choose a reliable local SEO provider

We’re not going to lie to you:  there are a lot of SEO providers who make promises they can’t back up.  Choose a quality local SEO provider that meet these criteria:

  • Years of experience in technology.  A good SEO company keeps up-to-date with information about search engine ranking signals, such as page loading speed, links, etc.  SEO is always evolving, and a quality company isn’t stuck in yesterday’s technology.
  • Doesn’t use seedy SEO tactics.  If you hear words like, “cloaking” or “keyword stuffing,” alarm bells should go off in your head.  Black hat SEO tactics can get your website penalized so stay away from any company that even suggests it.
  • Can back their promises up.  Because search engines are always striving to personalize search results, you can’t just go to your computer and see the results of your SEO efforts.  Choose a company that can give you reports detailing your local SEO results.
  • Make online marketing recommendations beyond your website.  A good SEO company can make online marketing recommendations beyond your website, such as content marketing and social media marketing.

If you need any more information about local SEO, don’t be afraid to contact us.  Local SEO is our focus, and we can answer any questions you might have.