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.