Connect with us

SEO

13 Local Marketing Strategies That Work In 2022

Published

on

13 Local Marketing Strategies That Work In 2022

You can reach valuable leads through local online and offline marketing.

You must develop effective local marketing strategies to build your brand authority and attract more customers.

A digital marketing strategy is essential, regardless of whether you are starting a new business or already have one.

Digital and social media marketing are the most crucial parts of marketing a local business since, according to Google, “83% of U.S. shoppers who visited a store in the last week say they used online search before going into a store.”

We’ll cover some of the online marketing tactics and strategies we’ve used with great success in reaching a local audience.

Advertisement

Great Local Marketing Strategies For This Year

1. Optimize For Local Search

Through Google Business Profile (GBP), your business will appear as soon as someone searches for your business or keywords on Google.

It is free, which is awesome.

The results will feature businesses within the vicinity of the person searching and even includes your business on Google Maps.

To start, create a profile with your company name, contact details, industry, etc.

Then, verify your GBP listing.

Once verified, you can add images and a bio, upload blogs, create offers, send and receive messages, add customer reviews, and see analytics.

Advertisement

Plus, it is pretty easy to update, so you always have relevant info online.

You can go one step further and set the business up with a solid, local link-building strategy.

Using citation sources such as Yellowpages.com tells Google where your company is located.

Plus, GBP has a great function that allows you to set the radius on services to a specific radius, such as 10km.

It is important to add fresh content or blog posts to your GBP account regularly.

Considering that a post expires after seven days, you’ll likely need to schedule a post at least once a week. Why is this important?

Advertisement

GBP posts can help drive traffic and engagement.

Do you have a sale or event coming up? You can promote anything related to the business on GBP.

If you’re not confident you’ll remember to upload a blog weekly, use content scheduling apps and tools like Semrush and Hootsuite.

As far as hyper-localized visibility goes, GBP is a no-brainer.

2. Local Reviews From Local Customers

As cautious online users, the first thing people notice is often the reviews given on the GBP listing.

A positive review or testimonial can demonstrate to local customers that you are a business they can trust.

Advertisement

That goes a long way in moving customers through the sales funnel towards conversion or purchase.

So, how do you get reviews?

While I don’t advocate directly asking for reviews from your existing customers – and definitely not paying for reviews – there are less direct ways of reminding customers to post positive reviews.

Got negative reviews? No problem.

You can use negative reviews as a way to gather meaningful customer information.

Not only will you get insight on how you can improve products or customer experience (CX), but you can use the opportunity to turn the negative review into a positive one by reaching out to the customer and correcting the poor experience, product, or service.

Advertisement

3. SEO Optimize Your Website

The next step to getting your brand and product into the local market is to optimize your website for organic search.

The first and foremost way of doing that is through keyword optimization.

While a lot of this will be intuitive at first, you will soon run out of clever ideas and need to do keyword research.

Competition on short-tail keywords is fierce, and someone who’s been around longer than you is almost guaranteed to be already ranking for it.

So, focus on long-tail, geo-specific keywords.

These are ideal because people who use long tail keywords usually know what they want (they’re not tire-kickers), and they are more ready to engage.

Advertisement

Those who use geo-specific keywords know where they want to do business.

So, say you are a digital marketing company that provides B2B marketing services for businesses in a specific area.

It would be futile to optimize just for “marketing” or ”digital marketing.” That ship has sailed!

Rather, create pages on the site that are location-based, niche-oriented, and have long-tail keywords.

For example, you can create a page or blog called “Digital marketing for B2B Companies in California” or “How B2B companies in California can benefit from digital marketing.”

You get the picture.

Advertisement

That means search engine results pages (SERPs) will show results for users searching for “digital marketing companies near me.”

4. Create Localized Content

Content marketing is a big part of attracting a targeted audience, which connects to inbound marketing.

We have found that the more valuable, relevant, and consistent your content is, the more your target audience will engage with it.

But where do you start?

Create content that solves your customer’s pain points and that is evergreen.

There’s no shortcut when it comes to good content creation. Do the research, write for humans, and Google bots will love it, too.

Advertisement

For this, we love “how-to” blogs, whitepapers, ebooks, infographics, videos, and other long-form blogs (more than 900 words).

That way, your content will help prospective customers find your website when looking for solutions.

In this example, when the person enters a long-tail keyword, “best flowers for weddings,” Google brings ads that match the search term.

It also brings organic results. Best of all, it creates “People also ask” (PAA) questions.

These could include, “What is the average cost of flowers for a wedding?”

Why not use these as a guide for fresh content ideas?

Advertisement

This kind of SEO-rich, high-value content attracts new visitors to your site and establishes your brand as the leader and authority on the subject matter.

You’ll see better results for your business by integrating content marketing into your local online marketing strategy.

5. Review Your Website’s Design

The look and feel of your website are as important as the words and content that make you findable on search engines.

However, while keywords will get the visitors to your site, your design and user experience (UX) will keep them there.

Use images and videos on your website that reference your location, neighborhood, and business so that there is a recognizable reference to your localized entity.

Also, the internet is evolving as rapidly as consumers’ needs are.

Advertisement

So, your website that was on the bleeding edge of design when you published it five years ago probably doesn’t quite toe the mark anymore.

It might be time for a redesign.

The most important thing to safeguard on your website is your user’s experience.

The site must be easy to use, easy to navigate, and easy to understand.

6. Integrate CRM Tool

Customer relationship manager (CRM) solutions ensure we have a tighter grasp on our understanding of our customers.

Most CRMs can integrate with modern websites. But how does your website feed prospect data into the CRM?

Advertisement

For one, you could consider adding a pop-up on your website.

It could be an invitation to subscribe to your newsletter, view a limited promotion, or announce a new product launch.

When linked to your CRM, your lead generation landing pages will also automatically update your CRM, such as HubSpot or Salesforce.

Not only does this feed your pipeline, but it also improves first-party data and targeting and thus makes your marketing messaging that much better.

Also, localized campaigns can be launched via your CRM.

You can easily identify and segment customers and prospects by region if the data has been captured accordingly in your CRM.

Advertisement

Remember, the quality of data you capture is the quality of output you’ll get.

That can be used for personalized invitations to in-person events and activations, for email campaigns that are area-specific, and so on.

7. Attract Local Visitors Through Google Ads

As I’ve always said, if you want sales, you need to advertise. Google Ads is just that.

While SEO is great for local organic search, you need Google Ads and other paid media channels to support your lead generation and brand awareness campaigns.

Google Ads is a keyword-driven, pay-per-click channel that allows you to target audiences based on keywords and location (amongst other things).

Your creative copy and solutions-driven content will help capture your local market until your SEO is in full swing.

Advertisement

When setting up your Google Ads, implement conversion tracking – which will help you optimize your campaigns and pivot toward optimal business success.

It also aligns marketing tactics with sales goals and ultimately supports business growth.

For example, one of our clients is a health and fitness gym.

We’re only targeting people within a 10 km radius around their seven gyms through Google Ads.

This way, we get maximum return on investment (ROI) on money spent.

8. Feed The Funnel With Remarketing

Remarketing is an important element of your localized digital marketing arsenal.

Advertisement

That’s effective if your SEO or Google ad didn’t do the job the first time or the customer is still in the consideration phase of the buyer journey.

Remarketing supports other, more geolocation-specific tactics when considering how to strengthen your local marketing strategies.

So, if your Google Ads campaign (geolocation-limited) or your paid social campaign (likewise, demographics-oriented) sends traffic to your site, remarketing supports these by following those visitors around after the fact.

In the end, remarketing increases conversions, promotes brand awareness, and helps you stay top of mind with prospects.

9. Get The Phone Going With Google Call-Only Ads

If you rely heavily on phone calls to generate business, then Google call-only ads could prove invaluable and ideal for localized marketing.

That’s because, as with other Google products, you can target a specific demographic in your call-only ads.

Advertisement

It’s also a good option if you don’t have any specific landing pages simply because your product or service doesn’t need it, and a direct phone call just works better.

One downside of local online marketing may be that you will not receive all qualified calls.

10. Insist On CRO-Optimized Landing Pages For Each Campaign

Contrary to popular belief, your home page is not your landing page.

Your home page is your home page.

It is a summary of your website with many exit points to other pages, many different calls to action (CTAs) – such as “learn more” and “contact us” – and many different focuses.

A landing page has one job: conversion.

Advertisement

If you’re spending money on an ad campaign, you need those clicks to work hard.

To do this, you need a landing page designed specifically for that campaign, with lead-gen in mind.

So, the tried-and-trusted format is:

  • Emotive copy that includes a pain point and solution.
  • An image that evokes a feeling.
  • A CTA above the fold.
  • Below the fold, you can have your trust queues, testimonials, benefits, and so on.
  • The footer can reiterate the CTA.

That’s it.

No buttons and links that take you away from the page.

No clicks are needed to expand sections. The only click available on the page is “Buy now” or “Submit” (or whatever the desired action is).

Rinse and repeat for each campaign.

Advertisement

11. Leverage Social Media

Social media can be a great way to grow local brand awareness and engagement.

For one, community groups often already have all your desired customers in one place.

Remember, you need to be active on the social media channels your target audience prefers.

It might not be your local watering hole, so you need to get comfortable with using platforms like TikTok and Instagram for Gen Z and Gen Y audiences, while Facebook is great for Gen X and Boomers.

LinkedIn is ideal for B2B targeting.

Post organic content, like status updates, photos, and videos, or run ad campaigns.

Advertisement

Much like Google Ads, most social platforms allow you to geo-target your campaigns.

This is great for localized marketing.

For example, if you have a brick-and-mortar location, you can focus your social media ads on reaching all people within a 10km radius of your location.

These enable super-localized and targeted marketing tactics.

12. Video Tells Your Homegrown Story

Video is now preferred over all other visual mediums by more consumers. In fact, 95% of enterprise B2B conversions are aided by video.

Keep it personal, keep it local, and direct your video content at the customer’s point of pain that you can solve.

Advertisement

Your video assets don’t all need to be ads. You can have testimonials and how-tos embedded into your site or published on YouTube.

Just make sure you tell a story and that – in the story – your customer is the hero, and you are simply the guide who helps them succeed.

13. Offline Activations And Events

Offline activations and events are one of our favorite ways of bolstering local marketing.

Working in conjunction with your online activities – such as email, ads, and social – this “boots on the ground” approach yields amazing results.

Take advantage of the physical proximity you have to your local customers.

Consider loyalty cards, charity sponsorships, referral programs, networking breakfasts, and other community-strengthening events.

Advertisement

All of these add tremendous gravitas to your brand and allow you to connect with your target audience locally.

Final Thoughts

With so many ways to be found online locally, we are confident your local target audience will discover your products and services.

Be sure to activate and be active on Google Business Profile.

Keep your website fresh and user-friendly, and remember to regularly add content (blogs).

Find communities on social media, and create ads on Google and social platforms that minutely reach your desired audience.

Find communities in real life, and create events and activities in which the local target audience can participate.

Advertisement

All of this contributes to brand reinforcement.

Finally, remember always to position your customer as the hero, as you solve their pain points right where they are.

More resources:


Featured Image: Gonzalo Aragon/Shutterstock



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

Google On Hyphens In Domain Names

Published

on

By

What Google says about using hyphens in domain names

Google’s John Mueller answered a question on Reddit about why people don’t use hyphens with domains and if there was something to be concerned about that they were missing.

Domain Names With Hyphens For SEO

I’ve been working online for 25 years and I remember when using hyphens in domains was something that affiliates did for SEO when Google was still influenced by keywords in the domain, URL, and basically keywords anywhere on the webpage. It wasn’t something that everyone did, it was mainly something that was popular with some affiliate marketers.

Another reason for choosing domain names with keywords in them was that site visitors tended to convert at a higher rate because the keywords essentially prequalified the site visitor. I know from experience how useful two-keyword domains (and one word domain names) are for conversions, as long as they didn’t have hyphens in them.

A consideration that caused hyphenated domain names to fall out of favor is that they have an untrustworthy appearance and that can work against conversion rates because trustworthiness is an important factor for conversions.

Lastly, hyphenated domain names look tacky. Why go with tacky when a brandable domain is easier for building trust and conversions?

Advertisement

Domain Name Question Asked On Reddit

This is the question asked on Reddit:

“Why don’t people use a lot of domains with hyphens? Is there something concerning about it? I understand when you tell it out loud people make miss hyphen in search.”

And this is Mueller’s response:

“It used to be that domain names with a lot of hyphens were considered (by users? or by SEOs assuming users would? it’s been a while) to be less serious – since they could imply that you weren’t able to get the domain name with fewer hyphens. Nowadays there are a lot of top-level-domains so it’s less of a thing.

My main recommendation is to pick something for the long run (assuming that’s what you’re aiming for), and not to be overly keyword focused (because life is too short to box yourself into a corner – make good things, course-correct over time, don’t let a domain-name limit what you do online). The web is full of awkward, keyword-focused short-lived low-effort takes made for SEO — make something truly awesome that people will ask for by name. If that takes a hyphen in the name – go for it.”

Pick A Domain Name That Can Grow

Mueller is right about picking a domain name that won’t lock your site into one topic. When a site grows in popularity the natural growth path is to expand the range of topics the site coves. But that’s hard to do when the domain is locked into one rigid keyword phrase. That’s one of the downsides of picking a “Best + keyword + reviews” domain, too. Those domains can’t grow bigger and look tacky, too.

That’s why I’ve always recommended brandable domains that are memorable and encourage trust in some way.

Advertisement

Read the post on Reddit:

Are domains with hyphens bad?

Read Mueller’s response here.

Featured Image by Shutterstock/Benny Marty

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Reddit Post Ranks On Google In 5 Minutes

Published

on

By

Google apparently ranks Reddit posts within minutes

Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.

Discussion About Google Showing Preference To Reddit

A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.

That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.

The person who did the test (gronetwork) wrote:

“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.

…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”

Advertisement

Reddit Post Ranked Within Minutes

Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.

gronetwork posted:

“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”

It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.

Screenshot Of Reddit Post That Ranked Within Minutes

Anecdotes Versus Anecdotes

Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.

hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.

Advertisement

Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.

Danny wrote:

“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.

In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.

If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”

hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.

Why Is The Reddit Post Ranked So High?

It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.

Advertisement

Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.

Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.

Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.

Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?

It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.

Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?

Featured Image by Shutterstock/Kues

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

WordPress Releases A Performance Plugin For “Near-Instant Load Times”

Published

on

By

WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

Advertisement

The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

Advertisement

See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

Advertisement

How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

Advertisement

See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS