It’s not uncommon for business owners and marketers alike to groan in dismay when SEO is mentioned, and rightfully, so. For all its effectiveness and importance, it’s not really an easy thing to pull off. Take just how Google determines rankings on the SERPs for example. The crazy bots consider over two hundred and fifty different parameters to determine your ranking. Just adding a few keywords here and there is not going to get you anywhere near the first page of the SERPs, let alone the first link on the page.
With the competition so intense and so many different elements involved, it’s almost seems like you’re losing the battle and relying solely on luck to get you some attention from prospects. But SEO works, you just need to device a formula that works for you and your business.
Why National SEO doesn’t Always Work
National or even international SEO is like trying to send a poodle to battle against a pride of lions. If you’re an e-commerce company, you’re competing against the likes of Amazon and Ebay. If you’re a grocery store, you still have to compete with Amazon groceries and other such national level online grocery stores.
Not to mention, bidding for the keywords is very competitive and that can make things expensive for you. On that level, it’s not easy to stand out but most SEO professionals simply forget that. Eventually, SEO becomes relegated to an afterthought with little more being done.
Here are some excuses that people make to avoid SEO.
- Don’t have time – Admittedly, SEO is time consuming and not everyone is capable of managing it effectively. Because of this, it’s better to simply hand the responsibility over to a digital marketing specialist. But even then, you need to find the right expert. Some people choose SEO experts and don’t bother checking if their work is effective and is leading to conversions.
- Too Complicated – As we mentioned before, there are just too many factors that Google and other search engines consider when they rank the websites. Everything from the code of the website to backlinks matter. Altering the code is no easy task, especially if the website is large with several individual pages. Soliciting backlinks is never easy, and writing quality content requires time and research. Most companies don’t have the patience for it.
- Expensive – Finding keywords is free, making sure that the keywords are actually bringing traffic into your website isn’t. Rewriting code and content, marketing, etc, can make SEO an expensive affair.
These factors keep people away from SEO and that can only be detrimental to their rankings. Well, we should say that these factors keep people away from certain aspects of SEO. As we stated above, finding keywords and adding it to the content is very affordable and can be free of cost if you do it yourself. It’s the least complicated aspect of SEO after all.
This is Where Local SEO can Help
- Traction – Local SEO is one of the best ways to build up traction quickly. With the national or the global market, it’s very likely that your website would take several months to get noticed by a significant enough number of people to make a difference. With local SEO, you don’t need to really do much, just add a local focused keyword and target your PPC ads accordingly and you’re set. You’ll start to see from results.
- Off-Site Marketing – Local SEO is more focused on off-the-site marketing than on it. This includes registering with Google My Business and adding your inventory to Shopping, if needed. You can also encourage reviews and citations and get backlinks from high authority local websites. What this does is solidifies your local presence and ensures that you feature high on the list of local search results.
- Less Competition – We already mentioned this before. On a national level, you have to compete with large business entities with extremely generous budgets and several teams of experts. At a local level, that’s not always the case. That’s especially true if you run a business in a small town. Google will rank local businesses higher than national businesses. In fact, it already does that to a great extent. Even when you don’t search for your specific location based keyword, Google will list down local businesses.
- Less Expensive – Local SEO is easier to implement and therefore less expensive. In many cases, you don’t need to rewrite the website code, which can be the most expensive aspect of SEO. Less time and effort means that hiring a marketing specialist won’t cost as much money.
- Foot Traffic – In an effort to connect the online world with the real world, Google now allows tracking of foot traffic entering your store after seeing your ads or making specific keyword enquires. You can easily use this data to optimize your local SEO. This is a tool that’ll only be beneficial to companies that have a local presence and not national level companies. This is where you get the competitive edge.
If you have a local business, it’s a good idea to play up that advantage. Even if you sell to a national/international customer base, incorporating some local SEO would only increase your rankings. It would also allow you to effectively build an online reputation with more Google+, Yelp, and other such recommendations. That can affect your overall ranking on SERPs as well.
By starting out at the local level, you can slowly build a solid SEO campaign that would bring more traffic to your website and increase your credibility. That might sound like a roundabout way to go do it, but it has delivered results for a number of companies.
If you have any questions at all about SEO, web design, and digital marketing, etc, you can contact us at Savage Global Marketing. You can get in touch with us by filling in this contact us form and we’ll get back to you as soon as possible. You can also give us a call on 954 383 7092.