“Swing for the fences, JoJo!” Some of our parents encouraged us to do that during our formative years. Now, look where it got us – pun intended. Well, in business, adopting a global approach to SEO is tempting as your sights are set on being the next big thing in your industry.
But before trying to hit a home run, consider focusing on local SEO first. Sure, it might work better for some than others, but local SEO offers some perks.
What does the approach involve, and why should you prioritize it? For starters, local SEO is all about optimizing your website content to help you rank better in local search results. It also involves creating citations along with other activities to make your business more visible to people in the local area. Here’re some justifications for this approach:
1. Fewer Competitors
Think of it this way: if you’re a small business, chances are that most of your competitors haven’t adopted local SEO, yet. As such, you can easily outrank them if you have a well-crafted local SEO strategy. This way, your business can appear at the top of local search engine results pages (SERP) and drive more leads.
Similarly, if you go global or adopt a national strategy, you’re more likely to face stiff competition from the big dogs. For instance, if you’re a small startup selling shoes, it’s likely that the likes of Nike and Adidas have already muscled their way to the top of the SERPs. Now, by narrowing your focus, you can avoid competing with the big players and get more visibility.
2. Hyper-Targeted Outreach
Let’s be honest, business owners want to send their ads and offers to the right audience. With local SEO, you can target your ideal customers – within your proximity. Plus, you can customize ads to suit the needs of a particular locality. As a result, more of your target audience can see your business, increasing its visibility and reach.
In short, local SEO lets you adopt a more targeted approach. Sure, it means fewer searchers than you would expect from an outsized national strategy, but they’re more likely to convert.
Besides, achieving a high click-through rate (CTR) is essential if you want to drive more leads. It means the people visiting your site are interested in your offers. With local SEO, you can ensure your target market visits your website by appearing in targeted local searches.
And let’s face it – people searching for a local business are probably looking to buy something. Plus, when customers search for a product or service in their area, they use terms like “near me” or “close by” – these searches emphasize location and make it easier for customers to find you.
With localized keywords, your business can access a plethora of search engine users who are actively searching for services or products near them. If they find your business easily, they’re more likely to order a product or seek your services. And even if they don’t, they’ll be aware of your presence in the locality and could refer someone else to you. Now that’s the kind of engagement and brand awareness or visibility you want.
3. Building Local PR
Going local is about more than just appearing in the search results. It also helps you build relationships with local newspapers, directories, and other businesses in the area.
You can draw more attention to your business through a solid local SEO strategy. This way, you can quickly build relationships with local media outlets. Thus, local exposure can help you build a better reputation as your brand gains recognition.
4. Lower Acquisition Costs
Local SEO is relatively inexpensive compared to a national SEO strategy. It implies you don’t have to break the bank to reach an audience that may be uninterested in your products or services.
Let’s suppose your business offers landscaping services. Does it make sense to adopt a strategy targeting the whole nation? Probably not. Instead, by focusing on a local strategy, you can reduce your acquisition costs drastically.
Furthermore, you don’t have to rope in a whole cavalry of SEO professionals or invest in expansive outreach campaigns. Instead, you can achieve great results with a few SEO experts and a well-crafted local SEO strategy. What’s more, you can thereafter adjust your SEO budget based on your business needs.
Similarly, a fledgling business will likely need more financial muscle to compete with the big players. Thus, by dwelling on a local marketing strategy, you can easily outrank your competitors for a fraction of the cost.
These pointers offer enough justification to adopt a local SEO strategy. If you want to grow your business, consider getting serious about local SEO. Who knows? You may have what it takes to become the locality’s go-to service provider or retailer.
