Demography matters. If you have a new venture and you start to think of a common practice for one and all, a business strategy that would cater to both local and global clients, you have to think it through. No matter what the social background is, the gap in the map or the location matters. Individual choices, approaches, behaviors, and others would play a crucial role. You might have noticed this while searching for a local business. Google and other search engines are continually updating themselves on this just to cater better.
And, if you are not up-to-date with the local SEO trends, then chances are high, you might lose on some big things. You would never like to lose a potential client. Your business should be a blend of two apt SEO and top-end service. Just one may trigger a plummet in your return on investment.
It is up to you to provide the best-in-class service. But if you are not adept with SEO trends, then select the right digital marketing agency that can handle the trouble. The following are some trends that you should keep in mind while designing your content structure for the market.
When it comes to SEO, Google is the oracle
Google knows it best. So, if you are planning on luring in more customers, you should optimize the traffic. How to do that? Check for the right words to promote your business online. When people check companies online, it is Google My Business and Google Maps that assist with directions. In the Google My Business section, keep your business listed with all the recent information and images. The more detail you provide, the better are the chances of getting featured.
To do this, Google uses a knowledge panel. This you cannot access. But if the keywords are right, your chance is high of getting featured there.
You should also stay on top of the local ranking factors.
If you are near me, you are dear to me
Recent searching patterns are showing substantial changes in consumer behavior. People are often looking for products around them. For instance, if you are looking for a particular product on a specific road, then you would opt for the store near to you. Unless you know the far one to be better, you will stick to this choice. This increases the demand for hyperlocal targeting. As the instances of searching using a smartphone are on the rise, this idea of targeting specific ‘near me’ tags would gain traction.
From ‘hi’ to high-five
You cannot ignore the voice search now. Especially, when you are multitasking, which is like most of the time. If you are trying to find something, let’s say while driving or cooking, or doing dishes, then your best bet to search is Alexa or Siri. You just have to say the magical words and let them do the rest. Yes, I know, more than often, they come up with wrong results. You have to understand that the search design is still young. But this is going to be the choicest preference.
When you give orders to Alexa or Siri, you use colloquial language, and the keyword you use differs from you typing for the same thing. That is why to set up the pattern correctly, you have to get into your client’s head and see how they prefer to search your services. This would require local SEO knowledge. You can also optimize your content to get listed for Google’s featured snippets, which would give your business an edge.
When in Rome, sell like a Roman
Local keywords always come in handy. If you want your site to perform well on a local scale, then introduce some local words in the SEO. After all, you cannot sell African trinkets in Swahili to Julius Caesar. You have to come up with keywords that would describe your surroundings in a better way, like your city or neighborhood.
For instance, your keyword includes the store you own and the city your business is. But did it ever occur to you that a mention of a square a block ahead could boost your business? You should add some nearby landmarks to make the location more prominent. This would help you connect with passers-by who are trying to find the product you sell near him.
Pay bills for the billboard
Not literally, I mean. If you are planning on expanding your business, you have to develop some sort of style that would help you get featured or get viewed by your prospective buyers. Now you can always advertise and invest in print media. But that thing is passé. People hardly notice advertisements. Plus, Google offers you a far more comprehensive platform to reach millions of clients and for a longer period. And, yes, its impact is more significant than anything you can imagine. Think of a time when you were searching for a product, and you saw several pop-ups about a local business. That happens often, right?
If you pay Google to advertise your product, it will start playing it on the browsing page of the user. It would try to hammer in the product into your user’s subconscious while showing snippets of it in different parts of the page in various formats. Google Ads are banking on local advertisements more. If you want to expand, shake hands with it. Relying on the organic SEO alone would put you in the backseat, a place you would avoid to enjoy the ride. So, invest in Google Ads, select the right digital marketing agency to boost your prospects.
Reap profits from your reviews
There are only a handful of people adventurous enough to try something first, without any reviews. I don’t belong there. And I am sure, a lot of them out there are like me, or I am like them. Before spending my hard-earned money on something, I would like to check the reviews. If it is good, ‘hell yeah.’ If it is not, ‘booo.’ That is why reviews are essential. Earlier, there were some trusted sites about reviews, but now Google is doing that for you. These reviews are often spontaneous and from people who have actually seen you selling your products. So, your credibility can go up.
But how to earn some good ones? Well, as a starter, you have to serve them right. But you have to ask them for reviews as well. But don’t do it overtly. Find some subtle ways to stick it or post it, or you can request them so that they can leave a genuinely good review of your business.
Must check the mobile.
Yes, not just me, we all have lost our hearts to our mobiles. If we lose, we drunk-dial, if we win, we post it on social media, and if we search, we Google it. Probably, that’s how they will land on your page. But if your page fails to respond, you will lose one client, not just for then but maybe, forever. That is why your page has to be mobile responsive. Test your loading time, make the look of your page, images, layouts, and fonts all mobile-friendly. Only then the local SEO would assist your growth.
James is an SEO consultant based in London. Working with clients around the world to get more traffic from search.