Answers to 5 Common Local SEO Questions

In today’s article, get answers to 5 common questions about Local Search Engine Optimization (Local SEO).

5 Local SEO FAQs You Never Knew
You Needed Answered

Undertaking Local Search Engine Optimization today is extremely important for all businesses trying to build a solid local online presence -- just read our latest blog post on why Local SEO may be the best investment you ever make.

Today we’ve decided to summarize 5 local SEO FAQs you didn't know you needed answered… or maybe you did, and that’s why you’re here? Either way, we’ve got you covered.

#1. Does my business require a website for local SEO to be most effective?

The top rankings in local search are given to businesses that Google can trust. Getting into the top positions of the Google ‘Local Pack’ requires some website SEO – so yes, it is important to have a website!

Google correlates the address information on a website with the information provided on Google My Business, and then further validates this with the information about your business that is listed across the Internet.

A primary trust factor with local search is having a website that includes relevant content to your business categories with Google My Business, as well as having accurate NAP information (Name, Address, Phone Number).

Google will attempt to match up your services in your business listing with what you show on your website. If there’s a match then the trust-factor, and overall effectiveness of local SEO, will increase.

#2. So, what makes a perfect local search listing?

There are three core components which together will ensure that your local search-listing stands head and shoulders above the rest.

1. Accuracy and Consistency: Your business information across all directories, websites and local search listings has to be accurate and consistent. Particular attention to detail should be applied to your NAP and website URL.

2. A complete listing: Every field in your local listing should be fully completed. This includes photos, opening times and a detailed description with your business keywords incorporated. Completing all sections of your listing, not only provides more information for the search engines to deliver better results, but it gives the searcher more information about your business

3. Up to date information: Keep all information up to date across all of your listings. This includes incorporating any special offers and updating your opening times if necessary. It’s important to also manage and respond to any comments or questions. Visit your Google My Business dashboard to check on reviews and update your information.

#3. Do I need to build links to my Google My Business page and directory listings such as Yelp, or is link building primarily targeted to the website itself?

Most people are linking to websites that they find are of high quality, or relevant to their own business, hobbies or interests. At least that's what they should do anyway, so links to directory pages or a Google My Business page don't make much sense. This also doesn’t represent a reason to rank a business higher than another business, as most of these links would be built by the business owner and not earned.Generally, the type of links that help your listing rank higher are ones that point at your website.

#4. I’ve heard that submitting to directories can now cause ranking punishments by Google. How can I avoid this but still build the required citation links?

If the business listings are spammy and incorrect, then yes, Google may punish you. And it is correct that building links from low quality directories to gain links has been considered spammy for a long time now. Even with high quality directories, a spam factor that Google would look for is a business name with search keywords stuffed in it, or categories with location keywords being used.

So, as long as you are creating/claiming local listings with high quality directories, such as Yelp and other top directory websites, and you keep your NAP information accurate and consistent, then you don’t need to worry about any kind of ranking punishment.

Tip: Use the local testing tool my Moz to see what local SEO score they give you and to test the accuracy of your listings throughout the top quality directories.

#5. What if my business is relocating?

Relocating your business is challenging in the real world, and unfortunately in the online world it can be very challenging as well.

This process of change is not easy, and it is vital that all citations and business information is amended quickly and efficiently. Depending on your specific circumstances, various strategies can be implemented to keep your online presence visible during the transition. Unless your team has experience, then it's highly recommended to work with local SEO professionals to re-establish your new location online.

5 Reasons to Invest in SEO

5 Reasons Why SEO Is a Great Investment
for Your Business

Is SEO still necessary?

Every year, this is one of the most commonly debated questions in the digital marketing world. And every year, the answer remains the same -- yes, SEO is necessary.

In fact, not only is SEO necessary for your business, it's one of the greatest investments that you can make.

You can think of SEO like investing money in a 401K for your business -- it's money that will gain value over time and remain in your account. Similarly, by investing in SEO you create long-term value for your website that will continue to accrue over time.

Here are 5 reasons you should start investing in SEO now. 

1. SEO works.

This is a fairly straightforward reason, but it's completely true. As of today, Google processes 3.5 billion searches per day. With that kind search volume there's no debating that ranking in Google's search results offers a valuable opportunity to get more traffic to your business's website.

This is very important because traffic equals leads and leads turn into sales.

By investing in SEO and raising your rankings in Google you'll send more traffic to your website which can generate to more leads and sales for your business.

2. Because of mobile, SEO is becoming even more important for small businesses.

Gone are the days where people needed to wait until they got home and in front of a computer to look something up online. With mobile searches now surpassing desktop, more people than ever are doing research on the go. This is great for small businesses because it means that people are searching for things at the exact time that they need them and are ready to make a purchase.

For example, let's say someone is on a business trip in your area and walking around town when they decide they're in the mood for a coffee. All this person has to do is type "coffee shop near me" into their mobile browser and they'll find all of the local results. For a smaller local coffee shop, this creates an opportunity to rank in their area over big-name coffee shops like Starbucks and Dunkin' Donuts. That means people can find not only find them online, but also find them on foot in real-time.

By investing in Local SEO you're putting your small business on the radar of people who are your ideal customers and are ready to make a purchasing decision quickly.

3. Higher search engine rankings gives your business credibility.

What do you do when you're considering making a purchase online or in-store? For most people, the answer is research.

Most web users -- as high as 80% in some studies -- look past paid ads and focus solely on organic search results. That means that when someone is doing research for a product or service, they are much more likely to be pre-sold on your business if you rank highly in Google's organic search results. Plus, in order for you to rank highly, your website will have relevant content, which will help to drive sales once someone clicks through to your site

Having a high ranking means that Google and other searchers have found your website relevant. This builds trust and authority for your business and give consumers a positive feeling towards your business before they even start searching around your site.

4. Rankings can change fast, and your competition knows it.

SEO is an ongoing process and the more you invest in it, the greater it will be. This is a good thing on many levels.

If your website is already ranking highly in search results that's great -- but it means you need to continue to invest in SEO in order to stay there. With everyone vying for those top spots, your competitors are going to invest in SEO, and if they do and you don't, they can start to outrank you.

If you're not currently ranking highly in search results, you still have an opportunity to rise up. By investing in a sound SEO strategy and using smart tactics, you may be able to start outranking your competition and driving more traffic to your website.

Ranking #1 is a constant race to the finish line, and whoever trains the hardest and runs the fastest will get there first.

5. SEO is not going anywhere.

Consumers used to learn about products through advertisements on the radio, television and in print ads. People also used to make purchasing decisions in stores and look for service providers in the phone books.

While some people may long to go back to those "simpler" days, the reality is it's not going to happen.

Online shopping and searching is not only here to stay, it's going to keep growing and evolving and with that means SEO will continue to change as well. It's important to start investing now so you set your business up for success in the future.

Marketing 101: Why Conversion is Key to Your Success

Your conversion rate is hands-down the most important metric in digital marketing.

 

Everything you do in online marketing is designed to convert visitors to your website into paying customers for your business.  And conversion rates don't just include sales -- people who make appointments, fill out contact forms, call you, and request free quotes also count as conversions. A conversion can be any desired action that brings your business closer to making a sale.

 

It's easy to get overwhelmed by metrics when getting started in digital marketing. You must watch click-through rates (CTRs) and cost-per-click (CPC) while always considering your return on investment (ROI). But the whole point of digital marketing is to maximize conversions for the cheapest-possible price.

 

In this article, we'll help you understand why conversions are crucial to your success.

 

 

Why Conversions Matter

Increasing the conversion rates of your online marketing campaigns is usually the cheapest way to boost your profits.

 

Think of it this way -- would you rather get more customers from Google AdWords by doubling your ad budget or by optimizing your advertising approach? Optimizing for a higher conversion rate means more bang for the buck. That's a big reason why conversion rates are so important.

 

That's not all - here are three other reasons why conversion rates matter:

#1: Conversion rates can predict success or failure.

Want to know whether your business is on the right track? Conversion rates give a pretty honest assessment, especially once you've optimized your campaigns.

 

With help from analytics reports, you can see which parts of your business get the strongest conversions, and you can predict which audiences are likely to become your best customers. Likewise, weaker conversion rates indicate where your business strategy needs work.

#2: Better conversion rates can save you money.

Campaigns with better conversion rates are generally more efficient than campaigns with weaker conversion rates. A higher conversion rate lets you cover more ground without increasing your ad budget, or you can reduce your ad budget and have cash leftover for testing new marketing tactics.

#3: Focusing on conversion rates will improve your website.

Creating an air-tight sales funnel is the key to boosting conversion rates. Your campaigns, your website and your sales processes need to be as in-sync as possible. As you learn which factors are most important for driving conversions on your website, you'll eventually discover how to make your site more valuable for visitors and customers -- and the benefits of this extend far beyond short-term profits.

How to Boost Conversion Rates

Now that we've reviewed the importance of conversions, the next step is taking action to boost your rates. Here are six easy tips to take your conversion rates to new heights.

 

#1: Sharpen your ads. The first step toward increasing conversions is nailing your ad copy to stand out from the competition.

 

#2: Optimize your landing pages. Deliver on promises made in your ad copy, and use concise, catchy headlines that immediately engage visitors.

 

#3: Test new ad funnels. Create new ads and variations of your landing pages. See how conversion rates change with different advertising approaches.

 

#4: Pare down your audience. Sometimes casting a wider net is better, but tightening your focus to specific consumer groups is an easy way to boost conversion rates.

 

#5: Use FOMO to your advantage. That's the fear of missing out. If you're advertising a sale, say in your ads or on your landing pages that time is running out -- and you can even use countdown clocks for added urgency.

 

#6: Grow your social media. Urge visitors to follow you on Facebook, Twitter and other accounts. Install social media login buttons on your website if it requires a member sign-in; people are much more likely to register using social logins. And if you have a strong social following, display the number of followers or shares on your pages for increased social proof.

 

Conversion Rates Aren't Always Reliable

Conversion rates may be the most universally important metrics in digital marketing. However, any data viewed out of context can be incredibly deceiving. Never be blinded by a high or low conversion rate without carefully evaluating all the data at your disposal.

 

Here are a few ways in which conversion rates can be deceiving:

#1: Higher conversion rates may hide poor performance.

Strong conversion rates are generally positive -- that's what you want. However, you might have a high conversion rate paired with a low sales volume. Or, despite your favorable conversion rate, perhaps high advertising costs are wiping out your ROI. Never assume your campaigns are profitable based on conversion rates alone.

#2: Some of your visitors aren't there to buy.

If you focus too much on conversion rates, you may overlook the multitude of other reasons why people visit your website. Some people may be researching products, and perhaps they'll eventually return to become paying customers. Some may already be customers and they're seeking support or checking on their orders. Do you maintain a blog? You may be building an audience. Don't become so fixated on conversion rates that you forget all the other ways your website is valuable.

#3: Conversion rates can fluctuate with different audiences.

Is your online marketing causing a large influx of new visits? If so, your conversion rates may seem unusually low. That's because new visitors are less likely to buy goods and services than established customers. Also, visitors from different traffic sources tend to convert at different rates. Using Google Analytics reports can help you determine your true conversion rates among different types of visitors.

Conclusion

Conversion rates are immensely important when optimizing your campaigns. Not only do they indicate whether your marketing is profitable, but they also reveal how visitors engage with your website. Conversions aren't all that matter -- you still need to watch your click-through rates, overall spend and numerous other metrics -- but driving conversion rates is generally the key for successful campaigns.