Outsource Your Local SEO
Marketing isn’t always about reaching out to potential customers – sometimes you just need to be easy to find. A customer desperately looking for a heating engineer on a Saturday afternoon will most probably pull out their phone and search for “Heating Engineers in My Area”. When that happens – whatever your business – you want to be sure that you’re one of the 3 local companies featured by Google in response.
How Can I Become a Featured Google Business?
It’s not as difficult as you might imagine, simply because not many companies are optimised for local searches. Statistics show that local optimisation pays dividends:
- 87% of local searches on mobiles are followed up with a call or visit
- 46% of all Google searches are local
- 86% of people look up the location of a local business on Google Maps.
Given the benefits, it’s extraordinary that less than half of local businesses optimise their business.
How to Optimise Your Business for Local Searches?
Any business wishing to be considered a ‘local trader’ needs to fulfil these criteria:
- A website optimised for local SEO
- A Google My Business Page
- Local social media engagement, citations and backlinks
Google requires evidence that businesses are trading in the location they state, and that they provide an excellent service to local customers.
What Do Outsourced Local SEO Services Provide?
Local SEO requires an initial set up, and then ongoing management in order to bear fruit. SEO professionals use a range of tools to demonstrate the local integrity of businesses, using Google’s SEO criteria. You would expect outsourced local SEO to include:
Any business can claim a Google My Business page. It’s the first step in creating your local profile. A basic verification of your local integrity requires the accurate completion of an online form. In order to reap the full benefits of this Google service, you can invite customers to leave feedback. You can also create regular posts featuring case studies, customer stories, and great reviews.
2. Local SEO Website Optimisation
Google is looking for clear evidence that your business website offers excellent value to local customers. An outsourced SEO team would, therefore, start by ensuring your website works excellently on mobile, and loads quickly. They would also create clear landing pages for the local areas you work in, and local blog content. As with any SEO optimisation, the process would include using local place-names in the url, title tags, headers, meta descriptions and content.
3. Local Backlinks, Citations and Social Media
Each of these 3 areas need to demonstrate that you are part of a local network of businesses and customers. Local SEO outsourcing would build local engagement via Facebook, Instagram and Twitter – competitions tend to be a good way to achieve this. Citations are created and kept up to date, and backlinks are created through the use of case studies, guest blogs, and ongoing engagement in local forums.
Local SEO is Valuable Marketing, but Time-Consuming
Companies seeing the full benefits of local SEO tend to commit 9% of their marketing team’s time to its maintenance. This reflects the ongoing commitment required to grow local engagement and exposure. Outsourcing your local SEO management allows you to make the most of this valuable marketing commodity without distracting your team from the core activities they do best.