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Are you making the most of local SEO?

Fay Roe

How do you think about your digital marketing? Do you see it as an expense and drain on your business’s budget, or do you see it as an investment? Many businesses approach their online marketing as something they just need to do to be visible to potential customers – a brand enforcing web design to showcase the products and services that they offer.

However, to leverage the true power of the internet you need something more that goes above and beyond simply having the best website design. Online marketing gives you the opportunity to nurture a relationship with potential customers in a highly targeted and profitable way.

The internet has provided a global marketplace for consumers, but what if your business doesn’t need customers from around the globe? What if your business targets consumers within a set town and its surrounding area? This is where local SEO comes into its own.

What is local SEO?

Local SEO is search engine optimisation that focuses on boosting a website’s visibility in local search results. Think about how the results of a search would be different for SEO agency in comparison to SEO Christchurch. By providing the search engine with additional geographical information the number of results is reduced but they are more qualified and relevant to searchers.

If your business relies on working within a specific geographical area, local SEO is key to your digital marketing strategy. For example, implementing SEO Christchurch focused content will help your business rank higher organically on the search engine’s results pages (SERPs) for Christchurch based businesses. Not only does local SEO place you ahead of your competitors in the SERPs, but it also develops trust in your business which generates more leads and sales from people in your catchment area.

Why is local SEO important?

When you are looking for a local plumber, a local dentist or you need a new tyre for your truck, what do you do? Chances are high that you go online and search for the nearest business to help you. This is how your target customers find out information too.

92% of people click through to businesses who on the first page of the local SERPs.

72% of people who conducted a local search visit a store within a 5 miles radius.

88% of people who search for local businesses on their mobile device contact or visit the business within 24 hours.

Local search is powerful for small businesses, and Digital Presence can help you to maximise the visibility of your business to customers in the targeted areas that you operate in. With a mobile-friendly website, focused SEO and engaging content, we use digital marketing strategies and techniques to raise your business profile.

How to rocket launch and not just improve your local SEO

If, in the course of your business, you have direct contact with customers either in a physical location where customers visit you (such as a store or restaurant), or you travel to customers to provide services (a landscape gardener or plumber, for example), you are eligible for a Google Business Profile.

Previously known as Google My Business, Google Business Profile (GBP) is a fantastic way to increase visibility across all Google services: Google Search, Google Maps and Google Shopping. As Google is the supreme digital referrer, any listing across these platforms unleashes real lead generating opportunities for your business.

5 steps to optimise your Google Business Profiles for local SEO

Google establishes local search ranking by how well you profile matches a search query, how far your business is from the search area, and how prominent your business is in terms of positive reviews and SEO. To gain the most benefits from you Google Business Profile, follow the following steps:

1. Complete all elements of the profile

It sounds obvious, but it is important to fill in all the requested details accurately in the setting up process. Google categorically states that ‘businesses with complete and accurate information are easier to match with the right searches.’ Typos in the address, incorrect payment methods or opening times create an immediate and unnecessary obstacle to people spending their money with you. Verify your Google Business Profile, this helps to improve your score for the distance ranking factor.

2. Input the areas you service

This is for businesses who don’t have a physical location customers visit such as plumbers. Many businesses lose the benefits of their GBP by inputting their own address because selecting the areas you service is optional, so it tends to get skipped over during the setting up process. Leave the address blank and Google will ask you to select the region. If you don’t have a physical location customers visit, Google will ask you to verify your business via email (otherwise they mail a card).

3. Download and explore GMB Everywhere

This is your secret weapon. GMB Everywhere provides competitor analysis you can use to sharpen your Google Business Profile through keyword research for the primary category. Using Digital Presence as an example, ‘SEO Christchurch’ may have fewer monthly searchers than ‘web design Christchurch’, but less keyword difficulty so Digital Presence is more likely to rank for it. It’s important to note, the profile should link back to the landing page relevant to the primary category you choose – don’t try to outsmart Google!

4. Add photos and videos to your profile

Unleash the power of graphic design by adding your logo to your GBP helps people to recognise and strengthen your brand, but uploading images gains more website visitors and requests for directions – positive signals for Google ranking. Include original high-quality photos and videos to your profile – menus, a gallery of your previous work, a picture of the team. Remember, Google rewards authenticity and the personal touches.

5. Encourage customers to leave reviews

Customer reviews are a used as a measure the prominence and quality of your business. Encourage customers to leave a review. People can be hesitant to leave a review because they don’t know what to say, so provide examples of areas they could comment on – incorporate keywords into the sentences so if they use them as inspiration, the SEO box has been ticked.

If you get negative reviews, always respond – potential customers will gauge what type of business you are on the responses you provide. Be courteous, reasonable and provide solution.

We’re a Christchurch SEO and digital marketing agency committed to helping our clients achieve a sustainable and profitable digital presence. If you have any queries about how to use local SEO to grow your business, contact us on 0274 278047 or drop us a line at hello@digitalpresence.co.nz to find out how we can help you.

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