Identify your local target market
Targeting your local market will be the key to your success in a local based SEO strategy. Ensuring that your SEO strategy is well-developed, thought out and strategic will help you achieve your goals and elevate your business. Poor SEO strategy or tactics can lead to unnecessary traffic, google penalties or no Return On Investment (ROI). A well planned local SEO strategy means you want to encourage your target market to take the action you are trying to drive in terms of conversion. That conversion goal maybe in-store visits, traffic to your website or purchasing goods through your eCommerce store. Once a successful conversion has taken place, leveraging the local community through social media and word of mouth should be a major focus. Driving repeat business within the community is an extremely powerful sales tools.
To understand your target market, you need to review your business plan and strategy. Consider the reason why you established your business and ensure that each store front or virtual presence is targeted to the right market. Rarely does any organisation target anyone and everyone and there is always a well-defined target market. This does not mean that your target market needs to be narrowly scoped or defined. It can be as broad as you like, but you must stay true to the purpose and intention of your business. Overreaching your marketing strategy can be detrimental to your organisation as you may lose loyal or genuine customers who are uncertain about your organisation’s purpose and approach.