Local Marketing Vitality
Local Marketing is vital to your businesses success. If you have a small business, such as Spa’s, Physical Therapists, chiropractic care, wellness centers, all of these are brick-n-mortar businesses and getting people to walk through your doors is what Local Marketing is all about. Local SEO growth is extremely important, and optimizing your profiles on Google, Bing, and Yahoo search engines are critical to your success.
According to comScore Release January 2016 Search Engine Rankings Report, February 15, 2016, here are the latest Search Engine statistics. Google has the largest market share at 63.8%, Bing – 21.3%, Yahoo – 12.4%, Ask Network – 1.7%, and AOL, Inc. – 0.9%, see the graphic below. It’s important to diverse and be invested in the top three search engines, don’t put all your eggs in one basket.
Google has been in the process of stirring the great big SEO pot with its local spoon; Local SEO growth is really crucial. Mobile has become the predominant outlet for local search in the age of mobile technology like tablets, smartphones, iwatches, and even in-car WiFi. Google has taken steps to ensure this trend continues with its largest update to its local algorithm in years – pigeon. Pigeon lent two major helping hands to local SEO. First, it reduced the number of “map packs” or result groupings. Second, it helped to increase the relevancy of local search directories.
So, let’s step back and look at why Local SEOs should even care about mobile. According to the Catalyst team of Catalyst Search Marketing, the following stats support the importance of Local SEO growth when it comes to mobile:
- “One in three of ALL searches occur right before a customer is about to enter a store.”
- “50% of consumers using a smartphone visit a location within one day of their local search. For computers and tablets, that number is a significantly lower, 34%.”
- “19% of consumers made unplanned visits to a location after seeing a relevant local ad served up via smartphone.”
Mobile is simply becoming the way people seek local searches; so don’t forget to grow your local SEO. We could speculate a thousand different reasons why, but let’s suffice it to say it simply has a lot to do with the timeliness and relevance of mobile searches. If you are looking for a place to eat, you might already be out and about and you likely want something fairly local. Voila!
So, we have established that mobile and local are almost always inherently tied together. And, we recognize that Google is taking steps to improve its user interface to reflect this trend. But, what can you do to grow your local presence and keep up with the times?
Local SEO Growth and How to Take Action:
If you follow these simple principles and take action, you will be well ahead of the pack. So let’s grow your Local SEO.
1. Go responsive.
Make sure your site is responsive. Google has all but said responsive is more favorable than adaptive. This is probably because responsive sites may more readily allow Google to crawl, index, and rank your site’s local landing pages.
2. Use Keywords.
It’s important to use Keywords, but, maybe you don’t know what keywords are relevant to you. That’s okay. We have a simple solution: Google has a #KeywordPlanner where you can put in what you think your keywords are and it will tell you how many people are searching for that locally. It’s sure to amaze you. To access the Keyword Planner, click Google Adwords. Note that you will need an #Adwords account to access this tool. No worries, you can get a free account.
3. Take note of directories.
Local directories and aggregates like Yelp and Cityscape appear to be ranking better with the Pigeon update. So, it is even more important to make sure your local business information is optimized for directories like Yelp or TripAdvisor and aggregators like Yellow Pages. These will offer more targeted traffic than in pre-Pigeon days.
4. Pay attention to landing pages.
Non-map based organic searches are receiving higher visibility with the reduction in maps results. Renew your focus on those local landing pages and make sure you are being local enough when targeting customers. Make sure people can find you even if they are a few blocks outside of your serviceable radius.
5. Don’t forget social.
Foursquare, once known for its check-ins has created a spinoff called Swarm that works as a “socially-driven local data and sentiment aggregator.” So, creating and optimizing Foursquare profiles could be a big help on the local front. Another up-and-coming social presence is Waze. As it now offers users the ability to share information about local businesses and share tip, photos, and more of the placed they have visited. Also, Facebook Open Graph markup and Twitter card markup may be a good idea to implement on your local landing pages so that any users who share these pages socially is using pre-optimized wording which can increase your click through rate (CTR).
It’s a brave new world out there when it comes to the constantly evolving world of Local SEO growth. If you are ready to take the leap into Local SEO, check out our Local SEO Services to discover how we can work together to increase your growth.