Category Archives: marketing a local company

customers on smart phone and laptop looking for local businesses

7 Local SEO Myths to IGNORE

Local SEO can get a business more customers and sales. Local SEO myths don’t.

These online marketing statements sound black-and-white, but reality is not always that simple. As business owners try to sift through information about local search engine optimization (SEO), it’s easy to get caught up in the truths and untruths. In this blog post, we’ll discuss the latter; those outrageous local SEO myths that stand between businesses and results.

Let’s start with the worst local SEO myth.

SEO is junk.

This is an online marketing myth that has been around for a long time (and honestly needs to go away). It has its roots when black-hat search engine optimization tactics stopped working and results were not immediately obvious.

Recent search engine optimization statistics prove the opposite to be true. SEO is here to stay, and local SEO is a proven way for local businesses to be found online. These online marketing tactics utilize the latest online trends to build trust online. In local SEO, the goal of these tactics is to get a business found in online searches for local businesses and solutions.

All a company needs to attract Google’s attention is an optimized website.

A website built and created for readers and search engines is only one part of a strong optimized online presence—but only a part. In addition to a website, businesses should also utilize marketing tactics that meet their goals. A local business should also complete a Google My Business listing, maintain a strong social media presence, request and monitor reviews, and employ other online marketing tactics (use this full checklist of local SEO tactics) that target customers and search engines. (Find out more about how reviews play a HUGE part in getting a company found online.)

Adding keywords and cities throughout a website makes it rank better in local searches.

To be clear, the term “optimized” does not imply that a website should be loaded with keywords, local cities, and the business address. To the contrary, a website stuffed with keywords is actually a black-hat on-site SEO tactic that earn a Google penalty. In addition, loading every page with cities and location information can deter potential customers and make a business look like amateurs. Instead, businesses should build an optimized website utilizing the latest online trends and SEO tactics (or contact SEO professionals that can).

Google My Business listings are optional.

This local SEO myth is partially true. Google My Business (GMB) listings are completely optional. Business may even still get high rankings without a GMB listing. The key word is “may.” However, for a business serious about attracting local customers, verifying and completing a GMB listing is an essential part of a strong local SEO presence. A completed GMB listing guarantees that accurate information is used in search engine listings; to be clear, however, not all the information included may show up in listings, though customers have access to the filled-out information.

A bigger service area on Google My Business yields bigger results.

Many businesses are under the impression that if they designate a large service area in Google My Business, they get ranked in all the cities within the service area. The truth is that potential customers can see the service area and see how far a business travels, but the information does not guarantee high rankings in search results in all the cities within the service area.

Content is only for big businesses.

The one tactic that has continually proven to be an important part of a strong SEO presence is high-quality content (even through all the Google algorithm updates)—and it’s not just a tactic for large businesses. High-quality, optimized content produced on a regular basis is well within small businesses’ reach and their budget. Content marketing also comes with other benefits because content can be used for other promotional purposes. To get high-quality website content, businesses should designate the task to a marketing employee or outsource the effort to professionals with a proven track record.

There is nothing companies can do about reviews.

Negative and positive reviews are not—entirely—a random occurrence, though positive reviews on review sites are an important part of local SEO.  Though businesses cannot control when customers post, asking for and responding to reviews is an effort that can managed on a daily basis.

Because positive reviews are an important part of building trust online, businesses should evaluate their daily interactions with customers for chances to ask satisfied customers for reviews. This can be done by sales personnel at a follow-up meeting or during the checkout process. When reviews are posted, businesses should monitor social media sites and review sites to ensure that all reviews receive a response and customers are satisfied with their service.

Local Marketing Ideas that Put Your Business on the Map

customer paying for product at local businessLocal sales are what every local business owner strives for, but are not always attainable until they hit on the right combination of marketing tactics. To muddy the decision-making process even further, the perfect marketing combination is different for every local business.

Though testing is part of the process, a good marketing strategy minimizes the amount of guesswork. The right strategy can position a brand in front of the right people at the right time. Identifying the “right people” is one of the first steps; a target audience is the key to selecting the right marketing tactics and schedule that increase the bottom line.

Website

Today’s websites are more than online brochures; they are a means to an end, with the end being an online sale or contact. To that end, a website should be created with the ends in mind. The website should be easy to navigate for online users, with content produced for the target audience and easy-to-access contact information and calls to action. A mobile-friendly website used to be a luxury; today, mobile-friendly is a must for any business website. Walk (or run) away from any website design company that suggests otherwise.

Local Optimization

Without promotion, a website is just another page on the internet. Significant effort and planning should be put into website promotion; one of those methods can be done during website creation and continually after it goes live. Optimization is the process of creating content for search engines like Google, Yahoo, and Bing; if done correctly, an optimized website is listed on the first page of search engine results pages for phrases relevant to the business.

For local businesses, there is an added factor: locality. Local optimization services not only get a business at the top of online users’ search results; they get the website ranked at the top of local search results within a radius around the business. Not all optimization services are created equal; contact a local search optimization firm that can show results and data from other clients—and continually produce the data that proves it works.

Content

Optimized web content is only a part of attracting the attention of search engines and users. Regular, high-quality content added to a website continually earns their attention AND can be used in other promotional tools. Regular blog posts, graphics, and video relevant to the target audience (note-they are the key to successful marketing AGAIN). This content can also be used on social media, snail mailings, and in these other business promotion tactics.

Social Media

A connection with customers that walk in the door is vital to sales; an online connection keeps them walking in and gets them to the door. Social media sites like Facebook, Twitter, LinkedIn, and Instagram are the link. As with every marketing tactic, positioning the business in front of the target audience is the key to success. Before any business blindly dives on social media, some thought should be given to choosing the social media site with the majority of users in the target audience (use this data on social media demographics). No matter what social media site chosen, regular posts get results. Choosing the right social media or sites, and devoting regular efforts to posting, is the formula for a regular connection with customers.

To connect with local customers, post regular content that shows the business is part of the community and takes an interest in local activities. Share news of local events the business is involved in, and pictures of the people in it. With their permission, post photos and videos of employees and customers that are vital to keeping a local business going.

(Snail) Mailings

Mailings to customers and potential customers may not play as vital of a role in modern marketing as in the past, but they are still a solid way (especially when integrated into a marketing campaign) to retain and attract local customers. Always include alternate ways to contact on the mailer, such as a website link and social media address, so customers can communicate on their own schedule and via their preferred means.

E-mail

E-mail is a digital marketing tactic that has one of the highest returns on investment IF sent to e-mail users that want to receive e-mails. Build a strong e-mail list by making in-person and online asks (i.e. via website, social media, etc.). Send relevant e-mails to that list with content valuable to them (not just discounts and offers) on a regular basis. A solid e-mail is relevant, valuable, and creative enough to get users’ attention AND clear call-to-actions that customers can easily use.

Reviews

An online review is more than just a record of a customers’ experience; it’s a marketing tactic that can be utilized to attract customers. Statistics prove that reviews are a valuable marketing tactic. Creating online profiles and ‘owning’ those reviews are an essential part of marketing a local business. Ask for local reviews (use these ideas to get positive reviews) and incorporate them into daily operations. Integrate reviews into your marketing strategy or lean on local marketing pros that have put other businesses on the map.