Creating a strategy to target a local market can be a bit complex for some. It’s about much more than just choosing localized keywords to include in your campaign. However, local SEO is essential for businesses that are physical or that offer local services. There are several complex steps that need to be taken to generate traffic from your local SEO initiative.
For example, having directory listings is key to your local SEO campaign, but you need to make sure they are within the correct local directories. It is essential to locate directories that are unique to the area in which you live, so that you increase your chances of reaching your target audience. Then there is optimizing your listings for hyperlocal geospecific neighborhoods, rather than just providing a general location for your business.
The following tips can and should be used to fine-tune your local SEO strategy.
Accuracy and consistency are the key
It is very important that your information is consistent and accurate across all of your listings, including what is found on your website and social media. The most important data search engines look at is your company name, address, and phone number (or NAP). Some marketers say NAP+W, the W stands for website.
Many online listings collect data from the web, which means they sometimes collect out-of-date information. according to a constant contact Survey, 85 percent of small businesses say local search apps and directories are essential to their business, yet only half of them update their listings online. Fifty percent of these organizations know that their listings aren’t all accurate, but 70 percent say they don’t have time to update all of their listings. If this is the case for your business, you should consider hiring SEO companies to handle this task for you.
Include other valuable information in your listings
The basic details of NAP+W are vital, but this doesn’t mean you should ignore including other important details within your listings. Doing this can be quite tedious, but you can always enlist the help of an expert from an SEO company.
According to a study conducted by the Local Search Association/Burke Inc., there are certain key details that users look for when browsing local listings. The top ten pieces of information include address, phone number, proximity to location, hours of operation, business name, website, pricing, general product or service information, ratings, and reviews, and comparisons of features, services, etc. Additional information that is good to include are credentials, acceptable forms of payment, brands and registered trademarks, and other details about your company and products.
The more information you can provide to prospects, the easier it will be for them to make an informed decision about whether or not to contact your company.
Do not forget about social networks
Having a website with a great responsive design is recommended, but it won’t do much for your brand without some kind of traffic generator. Your website is like a store, it’s where people come to see your business and make purchases. But getting them there takes a little more effort. Social media marketing allows you to build your brand quickly and get your voice heard by the people who really matter to your business, which in turn drives them to your website.
According to a 2013 Local Search Ranking Factor survey conducted by Moz, locally optimized sites fell 18.8 percent in importance, so while it helps, it’s not the be all and end all. What substantially increases local traffic is social media. People are using platforms like Facebook, Yelp, urban spoon Y tripadvisor to find products and services. Managing your business profile on these sites will help ensure that you maintain a good image so that prospects trust you enough to do business with you.
If your business needs help with your SEO strategy, consider hiring an agency to help you.
