If there’s one thing we know about SEO, it’s that the game constantly changes. Yesterday’s tactics are not only no longer effective, but they can put you in serious trouble with the search engines. But there are two staples of SEO that will always allow the cream to rise to the top. The first is quality content. The second hits a little closer to home.
Online Searches for Offline Purchases
Localized SEO might not be the first thing that jumps out as a deal-changer for marketers, but it makes all the sense in the world. Consumers search for products all the time, but it doesn’t always mean they’re looking to buy online. In fact, 78 percent of local searches done on smartphones result in offline purchases. Even if you can’t directly tie your in-store numbers to online searches, local SEO remains a vital part of any marketing strategy.
Why Localized SEO Matters
One important thing to remember is that localized searches are drastically different from typical online product searches. Someone looking to buy a product online might go to a site like Amazon.com or Target.com, knowing the site will most likely have what they’re looking for. But if someone is looking for a good pizzeria, they have no choice but to go Google. And while there are review sites like Yelp, not all businesses own their pages or have a high number of reviews, making a search engine the ideal place to go hunting for a new local business to support.
Tools of the Trade
Localized SEO doesn’t just happen. You’re not guaranteed a great spot in the search rankings just because you have a popular physical location. Therefore, it’s important to put yourself in a position to benefit from the powers of localized SEO.
Clearly, you’ll want your site to reflect your location. Put your type of business, as well as your city and state name, in your page titles and your meta tags. This allows the search engines to recognize your site as an option when people search for “pizzeria (name of city)” or “pizzeria near me”. Having active Facebook and Yelp pages will also help you to drive the name of your business to the top. Depending on your industry, a regularly updated blog can help to educate your audience and provide the search engines with plenty of great content to prioritize.
Additionally, a website that’s fully optimized for mobile users is a top priority. Half of all smartphone users will abandon a business site that isn’t mobile-friendly. If you miss your chance to make a good impression in this area, you might not get a second chance, since consumers will already have a preferred local business in your niche and won’t be looking for a new one anytime soon.
Although we’ve seen many mom-and-pop businesses fall victim to large conglomerates over the years, there’s still a place for local retailers to thrive. Localized SEO gives those businesses – and businesses of all sizes – a new way to stand out among the online clutter. To learn more about how you can get your business atop the localized search results, contact us today.
