Search Engine Marketing
If your business is a local service or brick and mortar location, you depend on mobile consumers to find their way to your brand. Do you have the visibility for these potential customers to find your services across every app, map, search engine and device?
It’s critical that you reach your customers in their moment of decision.Prospective customers in today’s age of digital commerce have become savvy buyers. Long gone are the simple days of opening the yellow pages to find a business. Or simply calling a number from a radio ad. These days, buyers utilizing the tiny computers in their pockets to research their needs. Furthermore, the smartphone has created access to those who otherwise could not afford a computer.
Local Ranking Factors
This is now the #1 factor Google looks at for establishing who to place in the top of their search engine. It’s also builds trust.
Is your location found on every corner of the web? From business directories to online maps, GPS navigation and review sites.
Links are powerfull signal for Google. Tehy are votes of confidence from other sites. Links are one of the only way to establish authority.
Google My Business
Do you have a claimed GMB location? Is it filled out to 100% with the correct categories and fresh images of your company?
Google Looks at your website in many ways. Does it get traffic. Does it have authority and links? Is it mobile friendly?
On-Page Signals and Social
Google looks to see how many people interact with your site and your social network.
Google My Business Signals
The key component to showing up in Google maps is to create/claim your business on Google Maps. Google calls this Google My Business (GMB). The key components to focus on in GMB besides correct and consistent NAP is the proper service categories, having an address/location in the city you want to show up in and a keyword in the business name/title. Using a keyword in the business name is a tricky one though. Google guidelines state that business name should appear exactly as they do on your tax documents. So stuffing a keyword in the name could get you in trouble. However, businesses that use the keyword in their name tend to rank better
Google My Business signals make up 19% of local ranking factors
- Proximity to the person searching for your services
- Proper Categories selected
- Keywords in the business name
- Inbound anchor text (keywords) links
- Links are from authority websites (domains)
- Quantity of Links
Have you implemented any SEO on your site? (Target top keywords. Create title tags and meta descriptions)
When was the last time you created content on your site? Is it fresh or stale?
Does your site have any domain authority?
- Presence of NAP
- Keywords on site
- Domain Authority
- Consistency of Name, Address & Phone Number (NAP)
- Citation Volume
- Citation Velocity
Your online reputation is your BEST form of marketing. Even with local visibility, you still need social proof to stand out among the competition. This is done through online reviews. Today’s customers are looking for the best services and find them by looking at companies online review ratings. If you are not engaging your clients for positive reviews, you are missing a major piece of online marketing. (Pro tip: If you are not engaging your clients for positive reviews, you are missing a major piece of online marketing. Likewise, if you are only collecting negative reviews publically, you are destroying your reputation. The key is to collect reviews privately so that you can deal with the negative reviews offline and promote the positive ones)
- Click-through rate
- mobile clicks to call
- check-ins, etc.
- Photos of your business
- Velocity of new photos
- Google+ engagement
- Facebook engagement
- Twitter engagement
- LinkedIn engagement
THE LOCAL SEARCH ECOSYSTEM
Customers are searching in your area for your services. Are you visible to them?
Showing up online in your local market for your services and procusts are result of many factors. First and formost, it’s critial that your business info is consitant accross all onliine business directories. We in search marketing call these citations. Consitant and structured data across all the top citations sites will help your onine authority and visibility.
Here is a breakdown of this local search ecosystem:
I have a free tool you can use to see how your business is showing up in the above local ecosystem. Feel free to give it a try: