Local SEO, loyal customers; a service built for SMEs that rely on their community.
When 88% of local business searches lead to a call or visit within 24 hours, you need to be appearing high in those search results. Need a lift?
Local SEO is a search engine optimisation strategy that involves giving search engines (Google, Bing, Yahoo! and so on) everything they need to make your business more visible to local customers. If your business serves a geographic area or has a physical location, then you can almost certainly benefit from a local SEO strategy.
Almost half of all searches on Google are from people actively looking for goods or services in areas near them. For example, a customer looking for a plumber in Salford might search online “plumbers in Salford” or even “plumbers near me”. And because the intent behind such local searches is very high, they often have very high conversion rates. It’s estimated that about 70% of people will visit a physical store or call up a local business after finding out about it online.
Local SEO is also important because it allows you to engage with potential customers and improve brand awareness. The more information someone has about your business, the more legit your business will seem — and the more likely they will be to pick up the phone or pop on down.
What Our Local SEO Strategy Looks Like.
There are many different aspects to local SEO. Here are a few:
Building out your search engine business pages.
We’ll start by thoroughly optimising your Google My Business page, Bing Places, and Apple Maps.
Why we love this: most companies don’t even claim their business page listings, but they’re very important for providing accurate, detailed information about what it is you do and how you can service your customers. You can also use the business page to discuss any changes in your operations, reveal new products, and engage with your audience. And of course, an SEO business page will help you rank for all the right keywords, too.
Local keyword “Service-in-Locations” optimisations.
These are the geographically specific keywords that will rank for and pull in customers in your business area.
Why we love this: this is the bread and butter of your local SEO service — making sure that your service and product pages are clearly structured and written so that they will be recognised by, and rank for, local search terms by the search engines.
Citations and NAP audits.
Citations are listings on directories that get you known locally and NAP (name, address, and phone number) audits make sure that all your citations are consistent.
Why we love this: Citations are a great way to get you in front of your local audience while building a solid foundation of backlinks that most websites rely on but many forget. Equally important is making sure that any previous citations you may have built all reliably have the same identical information on them. You’d be surprised at how many different ways there are to write an address! So it’s important to make sure they’re all identical, in order for you to get the full benefit of citation backlinks.
This will involve researching similar businesses in your area that offer similar products and services.
Why we love this: In order to beat the competition, we’ll need to understand what it is they’re doing right and where they might be going wrong. Only then can we take advantage of opportunities and get the edge over them.
Adding schema markup.
“Schema” is the technical language of search engines.
Why we love this: By speaking to Google in its own language, we can optimise for so-called “snack packs”, featured snippets, and knowledge cards. These are also called “position zero” cards because, if done properly, they will automatically place your local business right at the top of Google.
The secret to growth? Add People.
How we’ll deliver your campaign for you
First things first, we’ll work with you to get to know your business as close as possible, inside and out. For example, what goals do you want to achieve? Who is your target audience, how do you want to expand your business operations, and how would you define your service? No one knows this better than you. And we’ll use this information to start building your local SEO strategy.
Next, we’ll examine the current market landscape your business operates in. We’ll begin by looking closely at your biggest competitors to see what makes them tick. For example, are they missing any opportunities that we could take advantage of? And is there anything they are doing that we should also be doing? This stage is crucial to strategy and knowing exactly what needs to be done next.
Then we’ll want to make sure your website is spick and span. This is the ‘technical SEO’ side of things. Here we’ll be looking at important website traits that can negatively affect rankings if they aren’t sorted out properly. For example, are your web pages loading fast enough? Are they optimised for mobile phone users? Are your service pages written appropriately, so that they aren’t conflicting with one another? We’ll find all that out here.
Google My Business. Bing Places. Apple Maps. All of these search engine profiles need optimising so that your customers understand what it is that you do and where you are. These business profiles are also invaluable places to engage with and build relationships with potential customers. This will include providing as much accurate information as possible, such as opening times on public holidays, and even some blogging (for example, Google My Business posts).
Do all of your products and services have appropriate pages dedicated to them? Are they optimised for localised keyword searches? Is it easy to navigate through your website, and does it look like a site that a paying customer would trust to use? Our local SEO strategy isn’t all about rankings. This stage is all about setting up your website so that once you attract the customers, you make it as easy as possible to get them to buy.
We’ll build out your citations, strengthening your local backlink profile and addressing any NAP (name, address and phone number) inconsistencies on any previous citations you may have. And we’ll help to manage your businesses’ reviews and respond to and engage with your customers — another factor that can boost legitimacy and rankings with the search engines.
Meet your SEO team(s)
You found your success as a small business by finding a specific area and specialising in it. It’s this mindset that’s behind our team of largely Manchester-based experts who have a skill set designed specifically for whatever it is your website needs.
Specialists in: Reporting directly to you, identifying opportunities and planning strategies to capitalise on them.
Specialists in: Writing content that is keyword optimised, matches user intent and gets coverage.
Specialists in: Getting your website in front of millions; on huge websites like Forbes and The Independent or in hyper-niche magazines where your target audience lives.
Specialists in: Making sure that your website is designed with users in mind, turning traffic into conversions.
Specialists in: Keeping your website loading fast, staying online and easy to scan so the search engines never struggle to see our work and rank accordingly.
SEO services deliver dazzling 158% boost in organic traffic
As a market leader in the medical and aesthetics industry, organic growth has been key to Venn Healthcare’s success; particularly during the COVID-19 pandemic – which has seen an incredible year-on-year growth despite a global market turndown.
Frequently asked questions about local SEO
The main focus of both traditional and local SEO strategies is to improve your business rankings in the search engine results pages. So that more customers can find and purchase goods or services from you.
But while traditional SEO works to improve your website’s visibility country-wide, or even worldwide, local SEO is more about promoting and putting your business into contact with customers in and around your operating area. Both use many of the same strategies to improve your website’s visibility. But local SEO requires certain specific measures to connect businesses with local customers.
A ‘citation’ is essentially any mention of your company online. The most common types of citations come from business directories (such as Yell and Thomson Local), but you can also get citations from blog posts, other local websites, and websites specific to your industry.
Citations are important because they collectively help to legitimize information about your business by providing consistent NAP signals (name, address and phone number). For this reason, citations can help your business rank and can also help you appear more prominently on search engines when people search for services that you provide.
There are no shortages of local SEO benefits, especially if you’re a business that delivers goods and services to the surrounding area. The main benefit is that a good local SEO strategy will improve your online visibility. Making it easier for paying customers to find more about who you are and how you can service them.
Improved visibility with local SEO will put your business in front of people directly looking for your services, and will very likely lead to increased sales and loyal repeat customers. This makes it an ideal avenue to build trust, business authority, and to engage with people looking to buy from you. And as a bonus, since you’ll already be highly visible with a good SEO strategy, you won’t have to spend as much on paid advertising.
Get started with Add People
From dog walkers to dentists, and electricians to eCommerce sites, we’ve seen it all. Give us a call and see how our digital marketing experts can help to grow your business online.
08450 30 4444