Founder of Emarketeers and search marketing expert, Jonathan Saipe wrote an article for Propertymark Professional where he shares the top-tips for High Street businesses in order to stand out and be seen on Google.
SEO has come a long way since the 90s. In the nascent days, attempts to rank higher on Google and other search engines involved unsophisticated tactics, such as keyword stuffing–over repetition of the same keywords or phrases–and paying unscrupulous link directories and spammy blog networks to create backlinks, in a bid to build authority with Google.
So how does this all relate to the high street?
Local Search Engine Optimisation (local SEO) is fiercely competitive. In a world dominated by mobile phones, around 33 per cent of searches on mobiles are for local services. And on desktop computers, around 20 per cent of searches involve a location. That’s a lot of searches! To give your business the best opportunity to shine in local search, Jonathan highlighted five key elements that you’ll need to consider if you want to get ahead in local SEO.
1) Take advantage of local SEO services
Possibly the quickest win in local SEO, is to register with services such as Google My Business GMB. It’s certainly one of the easiest ways to improve a business’ local search engine optimization and online visibility.
If your local business meets Google’s guidelines, your GMB profile can provide your company FREE exposure on Google search results and Google Maps. Not only can potential customers quickly see your business’ name, address and phone number, but they can also see photos of your business, read online reviews, find a description about your company, complete a transaction (e.g. book an appointment) and see other information that grabs a searcher’s attention—all without them even visiting your website.
Your job is to create attractive and relevant content within GMB, and My Business, and to encourage your existing customers to leave positive reviews in GMB, as this will increase your visibility, and demonstrate social proof which is known to increase conversions.
Aside from Google My Business, you should also consider extending your local reach by registering with Yelp.co.uk, Bing Places for Business and Apple Maps Connect–as these will also help put you on the map for searchers.
To read the other four key elements members can download a copy of the Property Professional magazine by logging into the Propertymark store.