Local SEO Marketing
Search Engine Optimization, more popularly known as SEO has become a household term in the space of digital marketing. Triggered by competition and the urge to reinforce brand visibility, the SEO wave has captivated all businesses alike. In the fast-paced marketing ecosystem, localized targeting of customers is brewing hot. Also referred to as geotargeting, start-ups and SMEs have found it more profitable to use local SEO in preference to reaching out to the world at large. Local SEO is founded on the logic that when customers browse the search engine without defining their needs geographically, they get frustrated with the results. For example, when you search for a bookstores stocking children books, the search engine throws up names of the bookstore from anywhere in the world. Try rephrasing your search by typing bookstores for children in Chennai, India, you get more practical results. Local searches are becoming very prominent and as a result, local SEO is emerging as an indispensable marketing tactic for local businesses.
#1 Driving Targeted Traffic to your business
Since local SEO focuses on generating more targeted traffic to the business, visitors to your showroom would include more customers who are neighbourhood inhabitants. This underlines the fact that rate of conversion is high. When local customers visit your business, you can count on converting them because of the proximity factor. For the business, customers who live in geographically close locations are a profitable database. Once you know your customers inside out, it is possible to analyze their buying preferences. By reaching out to them with relevant products and services that correspond with their purchasing pattern, you succeed in bringing targeted traffic. Customers also stand to benefit from local SEO. They need not travel miles to reach their favourite shop. They need not set aside a considerable amount of time for the visitor for shopping. They find it easy to shop on their way to or from their workplaces. A local store in the corner of the road is always preferred to a sprawling mall on the outskirts of the city.
#2 Google is in favour of local businesses
Google promotes start-ups and SMEs by offering them lot of free tools like Google Analytics. This is mainly because big businesses who have already established their brand wield command over a huge clientele. They can afford to earmark a huge chunk of the marketing budget for promotional and marketing collaterals. But new and small businesses that are yet to position their niche in the target market and handicapped in terms of a shoestring budget. From the perspective of Google, local SEO is very influential in to meet customer demands. Needless to say, customers turn to Google for almost all of their searches. Google goes every extra mile in ensuring people get realistic and effective results as opposed to far-fetched and incompatible results for their searches. The prominence of Google as the most sought-after search engine is leverage when the search results throw up names of local businesses. Only businesses that do their homework properly on employing local SEO can be assured of making it to the top list in Google searches.
#3 Combatting competition threats
Competition is omnipresent in commerce. Name any product or service, and you will find a hundred competitors who market the same. The Law of Markets state that it is impossible for firms to enjoy 100% market monopoly for long. Competitors are the most direct threat to brand loyalty. To position your brand and ensure that your business is not just another brick on the shopping wall, to exercise control over market share in your vicinity is the first step towards surviving competition. With countless start-ups entering the arena every day, a million new websites are created. Customers go in for the ones who are easily shown on the search engine. Local SEO helps with search engine visibility which is also a cost-effective method of improving brand awareness. Instead of reaching out to the whole nation with negligible conversion rates, micro-targeting will result in a better conversion. Competitors may outwit you at a brand level, industry level or by converting any factors that are a weakness to your enterprise that is imposed by the macro environment. A business must be on the constant lookout for such factors by sharpening market analysis and synthesizing the results on a periodic basis.
#4 Hyper-specific locations for businesses
These days search engines are accessed on the go. For example, you have a meeting in Fremont with 30 minutes to spare and you need to grab something to eat before the same. You tend to search for eating outs in Fremont, regardless of the fact you stay in San-Diego. Businesses need to make use of digital marketing and SEO tools which can link your business to the mobile population in your area. This is because of the advent of wearable devices and accessing the internet from apps on these devices. It does not merely suffice to target customers who live in your neighbourhood. Local SEO goes one step further and gears your visibility on the searches made on the go. It will not be an understatement to mention that the advent of smartphones and mobile applications have shrunk the divide between the physical and virtual markets. Search engines are working with extremely accurate search algorithms which filter search results with precision and only the most relevant and location-specific results are thrown up for customers.
# 5 Positive reviews from local customers can attract new customers
As a result of local SEO, the footfall of neighbourhood customers will undoubtedly rise. Such customers not only visit and shop from your store or order services from you, but will serve as very useful propagators of word-of-mouth publicity. Customers are always skeptical to subscribe to novelty and the entry barrier is negated by an endorsement from your man next door. Similarly, the getting positive reviews from the customers with regards to product satisfaction, product life, and user-friendliness and after-sales service will bring more new customers to the business. By ensuring your postal address and telephone numbers are mentioned correctly and in comprehensive format, across the internet, you need to nullify discrepancies between different sources where you have publicized your business. Unless you do this, local SEO results will not be impressive.
#6 Long-term relationship with customers
This is a very important edge that you can gain over your competitors , by making use of Local SEO techniques. A customer within your geography, who is satisfied with your value proposition is bound to come calling in the near future. He may engage your services regularly. You can personalize your product portfolio for a regular customer so that you give him the comfort level of shopping with your business. In these days of diminishing brand loyalty with customers switching between brands without so much as a rethought, employing local SEO and keeping your local customers hooked is of pivotal importance. This assumes much more relevance when you launch a brand new array of merchandise. When you have a bunch of long-term customers, you can appeal to them with ease for persuading them to try out your signature creations, without having to resort to marketing from the scratch.
#7 Increased revenue streams and profitability
This is the ultimate goal for which all businesses function and exist. Local SEO tactics contribute in a most candid function to leverage your stream of revenues and boost your profits. Since it caters productively to business extension with local customers, both existing and new, you can be assured to see your profit index zoom forward. Local SEO techniques can be promoted as a chief marketing strategy, especially for small businesses who are not craving to attain national or international recognition, at least till brand awareness and loyalty are gained. By using relevant keywords that may be typed by customers when they search for your products.
#8 Leveraging Social Media Marketing endeavors with Local SEO
Holistic use of local SEO techniques can leverage the advantages of social media to your business. There has to be a right combination and a diligent choice of appropriate social media networks for the business. The needs of business to business marketing and business to customer marketing are different. Local SEO strategies are also different. For example, to make local SEO work on Quora, you can answer sector-specific questions, while with snap chat you can tap local publicity for improving the buzz. You can benefit from the interplay of different social media networks. To cash in on the viral effects of social media ads, local customers can be reached effectively with the blend of SEO strategies and social media posts.