SEO for Local Businesses

If you run a smaller local business, then having a strong web presence is essential. Today, smartphones are ubiquitous, and this means that local search is a huge source of traffic, and footfall, for small business owners.

Search engine optimisation isn’t just about getting your site to number one in desktop search – although that is a useful thing. It can also be good for your business in other ways.

When you work on SEO, you indirectly end up working on improving the layout and performance of your website. A lot of the elements of good SEO are things that will improve usability. You will also find yourself more focused on producing high quality content, and getting people to link to your site – things that will pay off in terms of attracting positive attention to your site from potential visitors.

Being ranked higher in the SERPs is, of course, a positive outcome. There is a lot of research that shows that the number one spot will get you the most traffic, and that being above the fold but not quite number one is good too. The lower down the page you are, the less likely it is that you will get visitors. If you’re not on the front page at all, you may as well not exist.

The beauty of SEO is that if you take the correct approach – both in terms of on-site and off-site elements, it will help to improve your rankings not just for the handful of keywords that you have thought of, but many other “long tail” keywords.

These are highly specific keywords that show a lot of purchase intent. The long-tail keywords tend to be easier to rank for because they are so specific that they tend to have lower competition. They do also have lower search volumes, but the users who are searching for them – things like “blue velvet party dress size 6” – are highly likely to want to buy that specific thing.

This means that if you can rank well for those keywords, you’re more likely to get clicks on your search results and you’re more likely to have the user make a purchase.

It takes a long and sustained effort to rank well in the search engines, but it is worthwhile. Unlike PPC marketing, where the traffic dries up when promotion stops, SEO gives a sustained stream of traffic. Occasional breaks in promotion will not stop the traffic from coming in.

If you completely cease your SEO efforts, then there is the risk that your competitors will quickly outdo any work that you have carried out and that you will lose your rankings, but as long as you have a steady promotion plan you should find that retaining rankings is easier than getting them in the first place, and that having a strong presence in the search engines will help to make your brand look more reputable, and increase trust with your customers.

You can check out this blog for more great SEO articles