When we talk about Local SEO for small and medium businesses, we talk about ranking your online presence in the area that you serve. In Local SEO, there are two main focus areas:
- Ranking in Google web page results
- This is putting your website on the first google results for specific keywords.
- There are ten results per page, and the first page gets 89% of the traffic, the second page the rest and the other pages do not matter.
- Ranking in Google Maps, also known as Snack Pack
- This is more complicated, as there are only three visible places for the end user.
- If the user wants to see more results, he must click on “More Places”.
- Obviously, the first three results get much more traffic, and it is a pretty sweet place to be in.
In a market where old and big companies compete for the same term as small and new companies, many entrepreneurs are discouraged when considering local rankings.
Take for example that you are the owner of a pharmacy in the city centre of Dublin and 300 meters from you, a Pfizer pharmacy is opened. When people search on their mobile phone for a pharmacy in the area, they might see you, or them. This depends on how well you advertise your business locally.
Even if Pfizer is a huge name, you already exist locally, and if you did your homework, you should have some mentions on the internet regarding your presence. Moreover, if you start a blog, and you publish valuable content about your products, about differences between them, etc.if, you will become stronger and stronger in your serving area in your niche. You can also post learnings from your job, and you can offer advice to other people regarding their medicines, or how they can avoid busy times, or how they can get the best value for their money. Whichever topic you choose, make sure it brings some value to the reader.
Google Maps ranking is strongly related to ranking your website in Google. A business without a website or with a website that nobody sees, will not be ranked in the Snack Pack. And it makes sense. If you open a business, you need to have an online presence, maybe even a Pokemon in your shop(this will attract a lot of people). Any serious business will try to grow online in order to get more visibility. Google reads all these signs and makes sure to rank only the services that have a history and are relevant for that area.
In this example, Fresh is a well-known supermarket in Dublin, Irelan. But it’s relevance is not as high in google’s eyes.
They have good products and they have many stores, but they don’t try to make this popular and they have no marketing strategy.
Therefore, a smaller supermarket who will invest in marketing and will make it’s business known to local entities will get the better of them.
The marketing investment does not even need to be high, but just a few mentions in the local newspaper or a few blogs would be enough.
If you want to learn more, I recommend you the following informative video from moz.com
Wrap-up lessons learned today:
- When talking about Local SEO, you can easily beat any major brand just by providing useful content for your end users.
- Your content must be useful because if nobody reads it, Google will give it a bad mark and you will not get any rankings.
- Try to find a common problem or question that your clients have and write about it. This will always help you to have organic reach.
- As a free resource, moz.com is one of the best that is out there. A little more advanced is the resource from Majestic, but it is well worth it!
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