06- Mar2018
Posted By: DPadmin
17 Views

5 ways to improve your search engine marketing campaign

The coming year is going to be a landmark year for local SEO. Google has begun to roll out its mobile-first index, putting more focus than ever on mobile optimization.

Mobile searches are intent-driven, with an immediate local focus at play. Local and national brands will reap big rewards by targeting users when and where they search.

Approximately 50 percent of individuals who perform a location-specific search will visit a store location on the same day. Given the increasing trend of high-intent searches and limited search-engine results page real estate, brands need to work harder to get in front of consumers when they are most likely to purchase.

By adopting a mobile-first focus and aligning with on-the-go user intent, brands can succeed at the local level even if they are competing with brands several times their size at the national level.

What this means is that local search-engine marketing is one way small businesses can truly compete with huge brands — and succeed.

So, how can you put a limited marketing budget to use to reach high-intent customers, edging out bigger brands? Here are five ways to successfully implement location-based targeting in your SEM campaigns in 2018.

1) Adopt a mobile-first mentality

The rise in location-based targeting goes hand-in-hand with the surge in mobile searches. Google noted that searches including “nearby” or “near me” (hyperlocal searches) increased twofold between 2014 and 2015.

Interestingly, this trend is already changing with “near me” and other location-modified searches declining as searchers know their results will be relevant because they were conducted on their phone. Eighty percent of those hyperlocal searches occurred on mobile devices, so you should stop treating mobile optimization as optional.

Implement a responsive design on your mobile website, prominently feature your contact information above the fold and include a click-to-call button to make the path to purchase simple for mobile users.

2) Optimize Google My Business

How can anyone hope to find your business on a results page if you haven’t properly optimized your Google My Business profile? Get featured on the local three-pack when users conduct hyperlocal searches by making your business appealing to Google and to customers.

Pay attention to the details: Ensure that your business is connected to the correct categories to appear in relevant searches; upload attractive, professional photos of your business; and encourage satisfied customers to leave a review to boost your visibility.

3) Account for voice search

At the Google I/O conference last year, we learned that one in five queries via the Google app and on Android devices come from voice search, and that number is poised to increase substantially in 2018. Digital assistants like Siri are improving, and voice searches are becoming more convenient.

Voice searches are all about convenience, and users who are walking or in transit will be posing hyper-specific queries with an intent to buy that day.

To take advantage of this rise in voice search, center your SEO around long-tail search keywords that reflect conversational language. And remember, voice searches aren’t limited to smartphones: Smart home hub sales increase every year, and voice search is a substantial component of these devices.

4) Consider in-store customers

Many shoppers look to their smartphones for information even after they’ve entered your store. This is not cause for alarm. Often, they are searching for product reviews or clarifying which model, size or color of a product they want to purchase, according to Google.

Optimize mobile functionality to assist customers in these moments. Tools like Google’s Proximity Beacon API can help developers create in-store messaging associated with promotions or featured products. Leverage APIs to create an app that can connect in-store customers with product reviews, discounts, related products and helpful FAQs in order to increase conversion and drive brand loyalty.

5) Create compelling local content

An organic method of driving traffic to your website is to write content that is useful for local customers. For example, if you sell mobile devices and electronics in the Houston area, consider writing an evergreen piece of content highlighting the best neighborhoods for cell reception.

In addition, write content featuring any popular geographical landmarks around your business. If anyone searches for businesses near that landmark, your content will improve your location-based targeting capabilities, placing you on more users’ search results.

Using these strategies, you can structure an SEM campaign around hyperlocal searches, driving conversions and increasing overall brand awareness. And the best news for small business owners is that these hyperlocal strategies can help your company compete against competitors and budgets many times the size.

Source: 5 ways to improve your search engine marketing campaign – The Business Journals

11- Oct2017
Posted By: DPadmin
244 Views

How To Create Local Content For Local SEO

Local SEO can help you get an edge over the national competition by reducing competition to only your own geographic locality. To do this, you’ll need local-specific content on your website.

If you run a small business and you’re exhausted from trying to compete with your national, big-business competitors in search engine rankings, there’s no better sanctuary than local SEO. Local SEO functions on a different algorithm from national results, identifying local queries based on context and user location to bring users the top three local results “above the fold” of traditional search engine results page (SERP) entries.

Put simply, practicing local SEO can help you get an edge over the national competition by reducing competition to only your own geographic locality. To do this, you’ll need to accomplish a number of things, including establishing “local citations” across the web, updating your site to reflect your current address and location, and of course, earning more and better reviews on third-party directories.

But in addition to those things, you’ll need a strong content marketing strategy (as with any SEO campaign), and for a bit of extra local relevance, you’ll need local-specific content on your website.

How “Local” Should Local Content Be?

There are a handful of goals to meet with local content:

  • Local keyword optimization. First, including more local keywords (such as the name of your city, state, or region) could solidify Google’s understanding of your business’s relevance for its location and help you rank for a broader range of keyword queries.
  • Long-tail rankings. You could also use locally relevant content to rank higher in searches below the fold of the local 3-pack. These would include posts like “The X Best Restaurants in Denver.”
  • Local relevance. Finally, you can use local content to improve the loyalty and recognition of residents who already know you, serving as a peripheral means of increasing your reputation, reach and reviews.

To meet all these goals, your content should focus in some way on the region in which you operate, but there’s flexibility in how you can accomplish this.

What Not to Do

It’s easier to explain what not to do with local content. Even though it’s important to include keywords relevant to your geographic location, you can’t just shoehorn keywords into your content and expect to see good results. For example, writing a post titled, “How to Buy a Bike Orlando Florida” will not only alienate your users, but likely not do any good from an SEO perspective, either.

Instead, make sure your keywords fit naturally and are relevant to the content you’re producing.

Potential Topics

At this point, you may be confused about what could qualify as “locally relevant” content, or be short on ideas of how to produce this content consistently. That’s why I’ve come up with this list to inspire your brainstorming process:

  • Local events. Your first option is to take advantage of local events—and of course, there are multiple ways to do this. As an easy start, you could use a newsjacking strategy to simply report on the news that a local event exists, and help to promote it. Doing this helps show your commitment to the local population, and your involvement in the community, but you can go a step further by actually getting involved in the event itself. You could sponsor the event, set up a tent, or have one of your team members attend a seminar and report on it. The more immersed you are in the event, the better it will look—and you might even get multiple posts out of it (reporting on the upcoming event, then doing a retrospective on it).
  • Company announcements. You could also use company announcements as a way to create local content, especially if this is your headquarters or your only location in operation. Ideally, you’d frame this as a press release, announcing the introduction of a new product or new service, or reaching some milestone. When you do this, frame it in the context of how it improves the community—does this create more economic opportunities for the area? Does this improve the quality of life for your neighbors? You could also host your own local event, such as a workshop or a “family fun night,” depending on the nature of your business.
  • Location-specific specials. You could also use posts to advertise local specials, which is helpful if you’re running a chain with multiple different locations. Here, you can use a local keyword set to explain what that particular location is doing differently, and incentivize people to attend. Be careful to keep this informative, rather than advertising, if you want to keep your strategy in the realm of content marketing.
  • Business comparisons. You could also use business comparison content to attract more local visitors to your site. These are comparative posts that examine multiple competing businesses in a given industry (including yours), such as the “best sandwich shops in Orlando.” Don’t be overtly promotional when describing your own business or you’ll turn people away. Instead, be as objective as possible. These posts are extremely popular for local residents trying to make a purchasing decision, so don’t miss this opportunity to appeal to them.
  • Local considerations. Finally, you could use local news and considerations to make minor posts that captivate the interest of your local residents. For example, are there major problems with traffic, some unusual weather, or new construction that you can talk about? Again, frame it in a way that’s relevant to your local readers.

Local content is important for local SEO, but don’t get carried away. It’s not the only factor for determining your presence or position within the local 3-pack, and it certainly shouldn’t be the exclusive focus of your content strategy.

Depending on your goals and how frequently you produce new content, local-specific content should probably represent less than half of your overall blog posts—and make sure to diversify the keywords and phrases you’re using.

Source: How To Create Local Content For Local SEO