Why is Local SEO important?

Local SEO (Search Engine Optimisation) is the ability to drive customer’s surrounding your physical location to take action in-store or purchase online. It is important that you optimise your website, online platform or virtual presence with local Search Engine Optimisation (SEO) techniques. A digital marketing specialist can help you employ powerful SEO methods that will help expose your website to the right people. SEO is the act of using various digital methods to increase the visibility of your website when members of the public search keywords in a search engine. SEO when performed correctly, will help your website get indexed quickly and appear at the top of the organic search results list.

The most popular and frequently used search engine is of course, Google. A well-designed and targeted SEO strategy will elevate your website and its content on search engine results pages (SERP) and deliver a better user experience. Developing a SEO strategy is important so that you can help the public find your website or platform quicker with commonly used keywords. This avoids potential customers having to trawl through many pages of text or input specific keywords or phrases that are long and complicated. When a successful SEO strategy is delivered, it will help the business achieve its objectives in terms of revenue, targets or new customers. Increase your changes of attracting the right visitors to browse your website with a tailored local SEO strategy. We will partner with you to craft a specific strategy around your objectives to target local businesses, drive in-store traffic and receive more online purchases.

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What are the key questions to consider when crafting a Local SEO Strategy?

RADIUS

What are we defining as our radius?

Are we looking at a kilometer radius or postcode targeting?

How are we supporting our radius targeting?

AUDIENCE

Who is our target audience?

What are the common characteristics or demographics?

Who are we not trying to target?

WEBSITE CHANGES

How are we supporting our local SEO strategy with on-site content?

Do we need to craft specific on-site messaging to support our efforts?

LOCAL STRATEGY

Which localised SEO Strategies are we using?

How are we supporting our business with local reviews?

How are we driving both in-store and online localised traffic?

SEO KEYWORDS

What is our strategy for winning SEO keywords locally?

Is there volume to warrant targeting localised keywords?

Are we easy to find online?

METRICS

What does success look like?

How we measuring localised success vs non localised?

How does this relate to business performance?

What does Local SEO require?

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.

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Develop a successful local SEO Strategy

To develop a successful local SEO strategy, the digital marketing provider needs to work with you to understand your business, its drivers and your objectives. With this knowledge, a well-designed SEO strategy can be deployed over a few weeks or months, which has the power to transform your business. SEO is not a static engagement and requires regular modifications to ensure it continues to have the maximum positive effect. Here are a few reasons why a targeted local SEO strategy is important and how it will positively impact on your business. 

  • Target customers within your area as they can easily visit your store
  • Develop targeted goods and services that focus on the needs of your community
  • Have a closer relationship with the customers in your area or your virtual target market
  • Encouraging words about your organisation will spread positively in the community
  • Understand better who your loyal or genuine customers are
  • Make your business stand out among the people that you want to appeal to
  • Advertising too broadly can inhibit local market exposure and traction
  • Align your online strategy with your offline strategy for consistency in approach and messaging
  • Send the message that you want to your local community so that it is clear and refined
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Syncing Local SEO with your website

Creating a good looking and well designed website is no longer sufficient to drive traffic or get the ROI spent on developing the site. In addition to standard marketing techniques, SEO is crucial in ensuring long term success. A digital marketing strategist will work with you to understand your business, drivers and goals so that they can perform the research to identify the most suitable and appropriate SEO strategies. These techniques need to target demand, geographical areas, respond to voice searches and assist in image and video recognition. Making your website more accessible and easier to find on both desktop and mobile platforms will help drive organic growth which is key to business success. 

Leverage your website today for the better with local SEO strategies. Some of our strategies include:

  • Location targeting.
  • Optimising your website with keywords.
  • Developing targeted and meaningful content.
  • Making content easier to search and find.
  • Using Google My Business listings.
  • Gathering reviews of your business.
  • Building and integrating links in and to your website
  • Optimising your website for mobile devices
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Local SEO Frequently Asked Questions

What is local SEO?

Local SEO (Search Engine Optimisation) is the ability to drive customer’s surrounding your physical location to take action in-store or purchase online.

Is local SEO dead?

Local SEO is not dead, in fact it is flourishing. The ability to be found locally is of particular importance for service based businesses (e.g. plumber, hairdresser) as people will only be willing to drive a certain distance for that offering.

Why is local SEO important?

Local SEO is important because people are often looking for services around their location. If I’m looking for a hairdresser, my preference would be somebody close to me. Similarly if I’m looking for a gardener, my preference is one based in my local area. Local SEO is a critical element for those businesses who are focused on winning around their physical location and predominately are service led businesses.

How does local SEO work?

Local SEO works by focusing your SEO attention on specific suburbs or locations surrounding your business location(s) to drive actionable outcomes. Local SEO techniques demonstrate to search engines that you are (i) physically located in that area or (ii) service this area with your business.

What is local SEO marketing?

Local SEO marketing centres on trying to win organic searches for relevant terms surrounding your stores physical location. Service businesses such as hairdressers, beauty parlours and plumbers are primary candidates for local SEO marketing.

How do you improve local SEO?

You can improve your local SEO listings starting with Google My Business and other relevant directory sites. The more you can reinforce your physically locations across the web, the more likely you are to be seen as an authority.

Should my local SEO strategy be different to my National SEO strategy?

In short it depends on what your overall business objectives are. We would suggest chatting with one of our experts about your needs before deciding which strategy you should be focusing on.

How much does local SEO cost?

The costs for local SEO will vary on who you are dealing with and what industry you are in. You will likely be facing less competition than a national player for example (as you are going after suburb/location based searches), however the actual competition might be more fierce (e.g. legal profession). The other key factor determining costs will be who is writing the content for the ongoing SEO requirements. If the client is writing the content, you could reasonably expect a range of $1k – $2.5K ex GST depending on which industry you are in.

How do we implement local SEO?

As a starting point, make sure you have Google My Business (GMB) setup and all your social accounts with your physical location(s). There is an ongoing effort and work required to ensure you start ranking organically. We would suggest speaking to one of our friendly team if you are looking to rank for your product or service locally.

What are key factors when determining Local SEO?

Key factors in determining local SEO include knowing your target audience, localised specific strategies and a renewed focus on google and customers reviews

Can you do local SEO for multiple locations?

In short you can do local SEO for multiple locations, but there is a fair bit of strategy and understanding of the business required. If you have multiple locations but still wish to win in your area (e.g. nursery), that is absolutely possible, however we recommend speaking to one of our friendly team about your requirements.

Are you looking for a marketing partner?

Get in touch today and start achieving your business objectives.