Local Search

Local SEO: 4 Essential Factors of Success

Keys to Successful Local SEO

Incorporating keywords your prospecs use to search the internet is the key to a successful local SEO (Search Engine Optimization) strategy. Optimizing your web pages to get “organic” traffic from the search engines is critical for successful local SEO, but today it is much more complex. It’s about integrating with the other internet marketing strategies such as social media marketing, content marketing, Pay Per Click (PPC), blogging, and website design.

1. Strategy & Initial Optimization

The first step in any local SEO plan should begin with a keyword discovery process that focuses on achievable primary keywords and “long tail” keywords. The approved keywords are embedded into your meta tags and content — this helps search engines (including Google) organize and rank information. Coding, style, positioning, and saturation levels of relevant keywords are also important factors that are a part of on-page SEO process.

Your local business’ domain name, keywords in titles on your own websites, and the presence of key NAP (name, address and phone number) contact information on your websites have a significant influence in determining performance. Make sure this information matches the info in any and all directories you use.

2. Link Building

Link building creates links that connect directly to your website. The quantity and quality of links to local business’ websites from external sites significantly influence performance. The more quality links to your website, the more your rank increases. Relevant and effective link building through partners, articles, press releases, bookmarking, blogs, reference sites, etc., is one of the most important factors in your search marketing.
Create a listing in Google Places that includes accurate and optimized categories, notable keywords in business titles, and the business address, and contact info.

3. Content Marketing

Articles, press releases, blog posts, eBooks, webinars, landing pages, and more, will allow for the enhancement of your digital “footprint” in your industry. Fresh, original content needs to be written for submission to industry channels and social news sites such as Digg, Reddit, and StumbleUpon, and it needs to be promoted through Facebook, Twitter, Instagram, Pinterest and LinkedIn, among others. Social signals such as Facebook Likes, and Twitter Followers can have a significant influence in determining SEO performance.

4. Reporting & Analytics

To measure the success of your efforts, regularly review your site analytics. Traffic, the referring sites, keywords, etc. must be analyzed to see which pages are working and which are not. Based on these reviews, your local SEO plan may need updating or infused with fresh ideas.
Today's Practice

Medical businesses valuing local search optimization

How To Enable Clients to Find Your Professional Expertise

Today's Practice

Today’s Practice

No longer can any business in any industry create a website and hope potential customers will find it. More and more industries, including the medical profession, are realizing the importance of local search engine optimization to their overall growth and sustainability.

Scoring high on organic search rankings in the various search engines is not enough. Like most businesses, your potential customers tend to be local. After all, a potential patient in San Diego isn’t typically interested in finding medical providers in Seattle.

To take some mystery out of local search optimization and help those in the medical industry better understand its importance in today’s digital world, Today’s Practice Magazine has included an article “Local Search Engine Optimization & The Importance To Your Practice” in this month’s edition.

 

digital marketing momentum

Maintaining Momentum is Critical to Your Marketing Efforts

A Consistent Marketing Strategy Keeps Business Flowing

digital marketing momentum

Too few small business owners realize the value of creating and maintaining momentum in their marketing strategy. Many think they can flip a switch and marketing will be busy producing results, but marketing doesn’t work like that.

Marketing builds momentum over time. This is true with online marketing, social media marketing or offline marketing. With each impression, people become aware of your brand and they begin to form an opinion of your business, products and services. If they like what they see, they will move from a disinterested by-stander to serious prospect and, eventually, a loyal customer.

So what is momentum? Webster’s Dictionary defines momentum as a “strength or force that keeps growing”. That means if you want to get your profits growing and keep growing month after month, your business needs to have the power of momentum working for you.

Inertia kills momentum. Marketing has been compared to rolling a heavy rock up a steep hill. Too many marketers give the rock a push, stop, rest, chat, give it another push, stand back, then too late they realize the rock has returned to the bottom of the hill and they must start all over again.

Many businesses struggle to maintain a consistent level of marketing activity. Energies and resources are often diverted to deliver work for paying customers. Indeed, many business owners don’t see the point in spending precious budget and time when they have plenty of work. It can create a dilemma that causes marketing efforts to slip to the bottom of their to-do list. If you want to grow your business, marketing must be maintained at a constant level.

Many business owners ask, “Why keep marketing when I’m already busy?”  Because marketing for growth means marketing consistently. Here are some reasons why marketing must be consistent:

1. Marketing builds a steady and predictable sales pipeline

Many small businesses constantly find themselves in ‘feast or famine’ mode. Consistent marketing can break this cycle. If you know how long the buying cycle takes, then you know for how long you need to be generating leads. When you forget to do your prospecting because you’re too busy that’s when famine happens.

2. Consistent marketing doesn’t waste resources by constantly repeating yourself

If you haven’t done any marketing for a while, people may not immediately recall who you are and what you do. But, a program of regular marketing can continually keep you in their minds when they are ready to make that purchase.

3. Consistent marketing generates the right kind of work for your business

You want to attract the right kind of work for your business – it’s more profitable, enjoyable and it builds credibility. Consistent marketing allows you to generate the right kind of work. The wrong kind simply takes up time and barely turns a profit. Being busy does not always equate to being profitable, or fulfilled. Consistent marketing allow you to present yourself as the expert in your field – leading to more of the right kind of work for your business.

4. Consistent marketing helps you maintain your marketing skills

Marketing is made up of many different skills and techniques. If you only practice them occasionally, you’re likely to need to re-learn what you once knew. What’s more, with digital marketing techniques are growing and changing at a staggering pace, if you are not constantly marketing new techniques may have passed you by. Regular, consistent marketing activities will embed the skills so that they become second nature.

Digital Advertising and Local Advertising

Digital Advertising Leads to Huge Increase in Local Advertising

Go Digital in Your Local Market Advertising and Marketing

Digital Advertising and Local Advertising

If you’re looking for an effective place to invest you company’s advertising and marketing budget in the coming years, you should consider the burgeoning local online/interactive/digital advertising segment of local media advertising. 

BIA/Kelsey, a key adviser to leading companies in the local media industry, has released its U.S. Local Media Forecast for 2011-2016. The report forecasts that especially strong growth in the digital segment of local media advertising through the year 2016.

According to the firm’s forecast, local online/interactive/digital advertising revenues will climb from $21.2 billion in 2011 to $38.5 billion by 2016. This represents an annual growth rate of 12.7%. Figures include the rapidly growing field of mobile advertising. According to a BIA/Kelsey news release, the report forecasts total U.S. local advertising revenues at $151.3 billion in 2016, up from $132.8 billion in 2011.

BIA/Kelsey now predicts an annual growth rate of just 0.2 percent in traditional local media advertising revenue between 2011 and 2016. There are a variety of factors contributing to the downward revision. These include the European economic crisis and continued high unemployment in the U.S. Both factors have caused businesses to hold back on spending for goods and services, including advertising.

While traditional media growth appears to be slowing, the firm states that digital and interactive local advertising will see a large amount growth through 2016. The forecast shows that online/interactive/digital advertising revenues will see an annual compound growth rate of 12.7 percent, including revenue from the mobile market. The report pegs the digital segment at $38.5 billion in revenues by 2016, which would be up from the $21.2 billion in 2011.

Offsetting the lack of new revenue expected in the traditional media, accordingly, a greater percentage of local spending will be in digital advertising in each successive year. By 2016, digital will constitute 25.5% of all local advertising revenue, an increase of 16% from 2011.

5 Easy Ways to Boost Local Search

ways to boost local searchAre you using social media sites to boost your local search results? It’s no longer a question of should be active in social media.  The question is how to develop a social media strategy that will give you greatest impact. 

An effective social media strategy will let you:

 

·  Communicate directly with your customers

·  Create engaging discussion topics

·  Take your marketing viral

·  Boost your online brand awareness

·  Help propel your business to the top of organic local search results

 

The evolving social media landscape can be a confusing place for marketers. However, here are some tips that will help you achieve those goals:

 

1. Build a following on Facebook.  Nearly half of Facebook users follow a specific brand and more than half of them eventually purchase that brand.  “Likes” on Facebook spread brand awareness virally, delivering information to everyone befriended by your followers.

2. Twitter is a great way to keep in touch with your current customers.  Increasingly, Twitter users follow a specific brand and most will eventually purchase that brand. Twitter posts should be used to engage your followers by providing them with helpful information about your products and services.  Offering special deals to your Twitter followers is a great way to grab their attention.

3. Encourage customers to review your business. Consumers love online reviews because they can see what others think about you and your product or service before they make a purchase. In addition, reviews on social media sites improve your organic search engine rankings and will drive free web traffic.

4. Leverage YouTube videos in local search results.  Embed your videos in Google Places, websites, and social profile pages.  Videos showcase your products and services while putting a human face on your business.

5. Give customers incentives to share your information online.  “Share and Receive a Reward” programs encourage consumers to share your offers with their friends via Facebook, Twitter and other social media channels in exchange for discounts or special deals.

 

By creating an effective social media marketing program, you make it easy for customers to find your business and to talk about it online. The results can greatly enhance your web marketing results by boosting your long-term brand awareness and increasing sales and profits.