Your website today is not just provider of your company information but also a key driver of business. Somewhere I read, “If your website is not able to drive business you might as well not have a website and put that money is a fixed income instrument and earn interest”.
It’s also a well-known fact that businesses that occupy higher positions on Google search can drive better conversions if done right. Search optimization techniques are constantly evolving with now Hummingbird, Goggle’s algorithm placing emphasis on understanding the entire meaning of the search query rather than focus on key words.
Well as a marketing manager with so many specialties to focus on it may just seem that the task just got harder. A little search will throw up a lot of articles / posts on local SEO optimization for 2013 with a trend of content, citations, reviews, having Google+, mobile etc. Lets’ try and make a marketers job simple by highlighting a few simple yet effective ones –
1. Having a Google+ account integrated
It kind of becomes obvious that in order to have a better search ranking a Google+ account integration along with social media platforms will help. Once you have an account start using local keywords, regular updating posts, pictures, videos, links to make it original, richer and authentic. Ensure your Name, Addresses & Contact details are unified across platforms.
2. Get reviews
Reviews work like magic. Encourage your internal employers, friends, colleagues, vendors to write reviews. Try and integrate multi-platform reviews to provide a better picture to a viewer.
3. Get local content
Well it’s easier said than done, but if you can’t do it for your location nobody else can. Using local maps, displaying user reviews & comments can be an easy start. Local content will mean better understanding of the meanings by Hummingbird and therefore a better ranking to your page. It’s an effort no doubt but it’s worth it.
So where all are you listed? Citations are references across your local search space for your ‘NAP’ details (Name, Addresses & Contact). Local directories & chambers of commerce are a good place to start.
5. Verify Listings
Search yourself on the engine. Use different relevant keywords and see where you are showing up. See where your competitors are showing up. Identify which keywords you want to be listed for. You may also want to search on http://www.keywordspy.com/.
Imagine you being at the other end of the spectrum. What would you like to see? Put yourself in their shoes. Don’t hard sell. See what value you can add in their life. And Google will love you for that.