Buyers are increasingly turning to the Internet to find everything they need. This isn’t limited to online goods. Buyers often turn to a search engine when looking for a restaurant around them or when they need help with something in their house. Reaching online buyers can be a powerful tool for even local retailers.
Local search engine optimisation (local SEO) is the practise of optimising a website for search results that cater to local audiences. Users search for products and services around them receive tailored results based on the different businesses in their area. While SEO has traditionally been seen as something for online businesses to make use of, it has become a crucial part of a local business’s standard approach to marketing.
Search engine optimisation itself is constantly evolving with constant algorithmic adjustments being made to improve the relevance of results given to search users. Local SEO itself has seen massive improvements and adjustments over the past few years. With the additional of “Google My Business” and the localisation of search results for major search terms, achieving a prominent placement requires more effort than ever to achieve. This is in part due to the increase in competition for local markets in the SEO space.
Search engines value businesses that have positive engagements online. Online reviews and conversations about a business influence how a search engine values a particular business for their local audiences. Reviews both in a search engine’s own listings and on online review websites can make or break whether or not a particular business is going to be recommended to local buyers.
Content is another crucial piece of the puzzle in more than one way. Having a website with relevant information about products and services can influence whether or not a business makes it onto the first page of search results, either in the standard listings or in the local business listings. Having content that speaks to specific markets, often including information on which markets are being served, encourages search engines to recommend a business over others.
Prior to taking on any local SEO project, our team first conducts an audit of both a business’s website and their online profiles. The audit identifies different pain points such as negative reviews, a lack of a presence on social media, or a website that could be driving buyers away. Once the audit has been conducted, our experts build a campaign to establish a strong and positive online image.
Our local SEO campaigns include: