The Internet Just Got Local, Can You Be Found?
Before taking on a new local SEO client, we will always perform an initial needs consultation; this could consist of a brief remote consultation or an investigative consultancy session. During this phase we aim to assess the needs of a client as well as what they would expect from their campaign. The results of this accompanied with an SEO audit will enable us to tailor a local SEO campaign specific to the requirements and budget conveyed.
Areas covered during the consultancy phase include:
- Scope and budget of the local SEO campaign.
- Expected results from the proposed SEO campaign.
- Complimentary practices or marketing activities.
Alongside the initial consultancy phase, we will provide a free SEO audit outlining the results of a number of assessments made on your current website.
The purpose of this SEO audit is to assess how well the site is currently optimised for the Search Engines and to identify areas where it can be improved. Areas considered during the SEO Audit include:
- Structural Analysis – Does the site structure allow for higher ranking?
- Conversion Analysis – Changes required for an increased conversion rate.
- Content Assessment – Is the content engaging for visitors and relevant to search engines?
- Page Optimisation – Page by page assessment of mark-up and load times.
Identification of Negative Press:
To achieve success with any SEO campaign it is vital that we start by choosing the right keywords to target. This starts by defining who your target market is and what they will most likely be searching for to reach your website.
Once we have determined your websites target market we can begin analysing the search volume that keywords relating to your services and geographic location achieve on a monthly basis. This process will result in a finite list of search terms to target during the SEO campaign.
- Identify "converting keywords" for targeting.
- Competition assessment for identified keywords.
- Analysis of potential "local modifiers" e.g. London "keyword".
As part of our local SEO service, we will work with you to assess who your main competitors are and what methods we can adopt to achieve higher placement than them in the search engines.
During this phase, we will look at the geographic areas your business will be able rank for competitively and come up with a strategy accordingly. This will include a mix of on-site optimisation, offsite optimisation and conversion rate optimisation.
- Who are your competitors?
- Why do they outrank you in the search engines?
- How can we outrank them in local search results?
No-one will know your target market better than you and as such we will work closely with you to understand user trends of your prospective visitors.
It is important we stay ahead of your competition by really understanding the needs of your target market and presenting the information to them, in a way that is most likely to lead to a conversion.
During this phase we look for any industry specific traffic sources we may be able to get customers from.
- Industry trends identified and acted upon.
- Industry specific traffic sources identified.
- Affiliate and customer acquisition opportunities explored.
A major part of the on-going communication, between our SEO consultants and your team will consist of collectively defined and monitored key performance indicators (KPI's).
These KPI's will allow us to measure the performance of your local SEO campaign, against a set of pre-determined strategic goals. KPI's are a big part of tracking how successful an SEO campaign is, as well as providing insight into actionable improvements for future campaigns.
Examples of key performance indicators are:
- How much traffic is your website receiving and which sections are getting the most visits?
- How has the position of your website changed within the Search Engine Listings?
- How many more sales/enquires have been achieved through your website?
Google Places Optimisation:
Google Places listings play a major part in any local SEO campaign as they will often outrank any website for a localised search term e.g. "solicitor in London".
A great way of increasing your businesses local search profile and visibility, is to ensure that you claim and fully optimise your Google Places listing. This along with an adequate local SEO campaign will enable your Google places listing to appear above other websites, amongst the map listings at the top of the search results page.
This listing will provide your prospective clients with all necessary information about your company when they search for a localised service you offer.
Citation & Directory Optimisation:
When deciding where your Google Places listing deserves to rank in the local search results for your service, Google will check mentions and reviews from other reputable websites. These mentions are called citations
Some of the local SEO services we provide include citation and directory optimisation, this process involves locating all of the industry specific citations your competitors may have and getting your business a citation there. We will also get your business listed on a number of high authority citation sources and business directories.
This service is an absolute must if you wish to rank in competitive local search results.
Review Site Optimisation:
Many purchasing requirements are researched online before any decision is made; this is no different for local services. Bad reviews found online can irrevocably damage a business's reputation and make it very difficult to obtain new business. Whereas good reviews found by a customer online can help to give your company credibility and ultimately lead to a sale.
Our local SEO Services include a review site optimisation strategy, this allows you to utilise the positive reviews you receive, whilst at the same time being able to handle any negative opinions 'in house' rather than them being shared with the wider world.
For more information on this contact our team of local SEO consultants.
Alongside the online portion of a local SEO strategy, our team will also devise and implement a complementary offline strategy. This will be primarily aimed at increasing your businesses online visibility to both to users and to Search Engines through the encouragement of reviews and affiliations.
Common areas covered by the offline local strategy include:
- Customer review funnelling and resolution.
- Offline marketing materials for online engagement.
- B2B affiliation and cross-selling arrangements.
A solid social strategy is more than just "Posting" and "Tweeting"! It is important that your social media marketing strategy compliments the works being done during your local SEO campaign.
Some businesses have an in-house member of staff who carries out their social media marketing, we are able to liaise with them providing 'best practice' guides for Facebook, LinkedIn, Twitter, YouTube and Google +. If you require social media marketing services, our team of experts will be able to consult you on how best to implement this around your business, in conjunction with any other marketing efforts that may be going on.
It is absolutely essential to have Google Analytics setup in order to gain insight into how visitors engage with your website. Google Analytics provides an effective platform for tracking core KPI's and metrics relating to the successes and shortcomings of any online marketing activity, this will become increasingly apparent during your local SEO campaign.
As your local SEO campaign progresses we will monitor individual campaign elements and continuously improve them according to tangible data relevant to achieving your KPI's.
Aspects of the Google Analytics setup include:
- Advanced, indicative event tracking of key user interactions.
- Comprehensive goal tracking, including necessary conversion funnels.
- Logical segmentation of your visitors according to business requirements.
During your initial consultation meeting we will discuss unique identifiers for your business and your competitors, for example your companies phone number is unique to your business so whenever it is mentioned anywhere on the internet it would be useful to know where and why.
We will set up alerts for all of these unique identifiers, this would result in you being notified of every new instance of one, they very day Google discovers and index's it.
If anyone mentions anything about your business, positive or negative you will know about it.
Throughout your local SEO campaign, your SEO consultant will provide regular reports on the progression of your campaign. This will include information on each of the key performance indicators set for each phase of the campaign.
These reports will provide you with an indication of which parts of the local SEO campaign are going well, which may need improvement, which are cost effective and which might need more/less investment depending on results.
For daily updates, if required, we will set up insightful custom reports viewable from your Google analytics dashboard.