Running a business is quite a task in itself. Firstly, there’s the funding to take care of. And when you have enough money to get set up, you will start worrying about whether or not you will get those optimum returns you dreamed of. Even in well-established businesses, the businessman never rests, for there’s always something or the other to take care of. In such a scenario, it can get somewhat troublesome to think about all the promotions and advertorials you need to run because almost every other small or developing business requires a good marketing campaign to run successfully. Talking about marketing, one of the biggest and most widely popular mediums of marketing in use today is the web. It has managed to rapidly become the hub of all things promotional or advertorial.
While it takes someone with real experience to set up a good promotional and marketing campaign on the internet, there are some handy strategies that can help a lot. Chief of these is SEO or search engine optimization. It is the seemingly complicated process of optimizing your website or related pages and making them in agreement with common and standard search engine norms. All of this is done so that search engines identify your content and consider it worthy enough to be displayed on the results page for relevant searches. While SEO can be of different kinds, the one we are going to focus on in this article is local SEO, for it is always profitable for a small business to start small, preferably at the local level.
What is Local SEO
Local SEO might have a different name, but it is just like any other SEO, except it works in a small geographical area. The key difference here lies in the intent. Search engines, Google, for example, are designed specifically to identify the intent of a search query, and if the identified intent turns out to be local, then your local business definitely gets a spot in the search results. In other words, if you list your business as a local business, you will most likely match up with a number of search queries which have been conducted by users from the same area looking for a quick and local solution to their problems.
Why does it even Matter
Once you understand what local SEO is, the next question would most naturally be revolving around why you need to familiarize yourself with it. The answer lies with Google, and Google’s search data to be exact. It comes as no surprise to anybody in today’s world that Google is one of the biggest and most influential companies around. They have forayed into almost every other industry there is, and are simultaneously running a variety of successful and profitable projects. It is therefore obvious that your website is recognized and listed by the Google search engine happens to be a big deal.
Statistics have revealed that almost half of all the search queries conducted on Google have a local intent, and thus are meant for local businesses. If you’ve ever used Google, you most probably have noticed that the top half of the search results page comprises mainly of the paid ads and the local search results, also called the local pack. If you ace local SEO and its strategies, you could easily be the top candidate for the local pack and your website would appear at the very top of the local results.
Local SEO, as stated earlier, works the same way as normal SEO. We work towards building it just like we would with normal SEO. As a businessman looking to promote your website and increase your business, you must make intelligent decisions which contribute towards your website gaining a standing in search engine indexes. To ensure that your website gets to be a part of the local pack, and shows up among other local search results on Google, a number of strategies and techniques can prove helpful.
Increasing Organic Traffic
Geographic located based content
Every product or service area gets to have their own title tags and meta descriptions
Trustable and authoritative review system, along with schema markups
Developing an efficient and smooth-working mobile version of your website that caters to on-the-go dealings with customers
Several ways and strategies adopted focusing on building the authority of the website and increasing traffic
Now that we’ve covered the basics of how to go about strengthening your local SEO, it is time to go ahead and look at certain criteria which your website must meet to truly become a strong player in the local SEO market.
Distance– Since it is local SEO we’re talking about, distance obviously happens to be one of the most prime factors to be considered. In order to get the best results; ensure that your business is listed at an address which is in close proximity to the area you primarily want to target. If the distance involved happens to be too large, Google will simply skip over your business and go over to the ones which are much closer to the location term specified in the search.
Relevance– If your business listing is, in any way, not suitable or relevant enough to the search query, there’s a high possibility that it won’t show up in the local pack. This is the reason why you must carefully identify the kind of customer interactions and problems you want to deal with and then accurately include the concerned keywords on your website.
Prominence– Prominence is an obscure term that basically reflects a business’s real-world popularity. The more popular or influential a business is in the offline world, more will be the importance given to it by Google while loading up search results. Google’s measure of judging a listing’s prominence depends on certain factors such as the number of positive reviews, number of mentions, such as through links and articles, on the web and Google’s own review count and score.
In conclusion, there’s only one thing to be said. No matter what the kind of business you indulge in, there’s no substitute for quality content, or providing affordable yet convenient services to your customers. Once you got all of that right, only then can you move on to try and build a better and bigger brand.
Zac Wallace is the co-founder of Zac Wallace Inc, an ingenious agency offering result oriented digital marketing solutions. He can read a spray chart and a balance sheet and has helped organizations increase their website traffic and sales by up to 3,000%