Why Worry about Local SEO?
Years ago most of us can remember actually looking up a phone number for a business in the phone book. It is a great reminder of just how fast technology is changing societal norms and becoming more and more of a source of information. Whether you are in a service based or product based business your customers are looking for you on the internet. The problem is that as a society our attention span has decreased and we are impatient so the top results are getting more and more of the web traffic. If you are not visible because you are not on the first page of Google when a potential customer is searching then you will continue to miss out on sales, even if you have a better product or service. Local SEO Services will help you get in front of the audience looking for your product or service.
As people continue to increase their expectations of faster and faster answers to their problems and continue to use the search engines, they are developing something called ad blindness. This is affecting the cost of prospecting with pay-per-click as more people compete for fewer clicks and thus higher prices. There are still certain situations where paid advertising is very beneficial, especially on different platforms, but this ad blindness is making organic search results more and more valuable and it will continue to increase in importance for the foreseeable future.
How We Define SEO success
Each internet marketing company expects a different level of success in their search engine campaigns. Some local SEO companies think success means getting your site from the basement of Google to the first “few pages” of the top search engines. To others, it means getting your business listed in professional directories. For us it means winning. Period.
Winning to us isn’t page 2. It is page 1. It is top 5. It i top 3. It is the first result in the search engines. We tweak, we push, we pull, and we pivot until your site wins; not just in Google but in all of the top search engines. And then we start expanding the terms we are targeting as well as pushing additional web properties onto the first page.
Dominate Local Search
We understand that your relationship with the community isn’t a simple transactional relationship. We have also seen the importance of proper branding throughout the community. The Alan Morgan Group is not just a local SEO company that can rank websites. We understand how to project your brand and image into the digital world so that members of your community find you for all of the different services and products that you offer. Through our internal creative team and working with one of Columbus Ohio’s best branding agencies, we create campaigns to reinforce your brand’s identity and positioning in both existing and emerging markets.
We create unique and memorable interactions with your audience with everything from infographics to custom videos, and deeply researched blog content to engage your audience on a variety of platforms. We leverage the power of social medial through our social media management to spread your message and builder tribe. We can assist wth email marketing, SMS, and dominant industry partnerships to spread your message as far and deep as possible to make the most of in person events, sponsorships, and seasonal or holiday specials. When these various efforts are combined with SEO you become positioned as the leading local authority in your industry and can’t help but dominate the SERPs and your community.
Groundwork for Effective Local SEO
Many SEO agencies will discuss link building as the foundation of services. This can be like trying to build a castle on quicksand without the proper website setup. We like to start with on-page optimization so that everything offsite builds properly and lasts. Offsite SEO is easy, but it is the proper on page structure that helps our clients beat the competition.
Many businesses have beautiful sites designed by some talented web designers (you may be in this situation), but much like trees falling in the woods, if it looks great and no one can see it, does it matter? Wither you are targeting local services or thousands of products as an ecommerce merchant, the way your site is set up can make or break your rankings and your profit..
We use Google’s webmaster Guidelines as our playbook to getting your site optimized. From a macro perspective we focus on functionality, mobile experience, Meta data, Site Content and Conversion. All the things Google tells people to do, that most people don’t. This not only helps your site rank, it protects your rankings once you get them. There is Many SEO companies only do things do the search engine bots and forget that even if they get great rankings, they can still fail to convert website visitors to paying customers. We focus heavily on user experience to try to minimize the number of pages in a completed conversion as well as putting things in intuitive locations for ease of site navigation.
Local SEO Tips for Better Rankings
Perhaps the most overlooked piece of the whole puzzle is that ranking doesn’t matter. Let us explain. No one is in business just to have a website at the top of a search result; businesses are open to make money and this can only happen on the internet if web visitors convert. Site traffic, web design, user experience and conversion are all related. A properly designed site isn’t always the best looking site on the web. Conversely, the best looking sites often convert at a lower percentage from a lack of calls to action and a lack of clarity on desired visitor end state. Getting traffic from the right search terms matters, too.
Target the right terms:
Every industry has buyer and shopper terms. Shoppers are usually looking at costs and general product information to compare multiple products. Buyer keywords attract people who are searching to call or email during that search. That is what we target with our search engine marketing and that is what converts at a much higher rate than general web traffic.
Simple Site Layout:
Site layout also matters for conversions so keep it simple silly (KISS). We use heat maps, scroll maps and click maps to see what your website visitors are doing on your site and tweak or over haul the site design to put the right content in the right part of the page to convert. This is only important if you have already put the fundamentals on your site. Make sure you have a prominently displayed telephone number and a call to action to call or contact for service. Link the phone number so that mobile users can touch to call.