If you’re running a business and you fail to capitalise on your local marketing strategy, you could be seriously hurting your bottom line. In this blog, I’m going to look at how using local marketing and organic search to promote your business.
It’s rather cliché to say this, but it still rings true – if you’re not on page one of Google (yes, Google, forget Yahoo, Bing etc, no one cares) your customers can’t find you. You don’t exist. Your product doesn’t exist.
It’s worth remembering these stats:
- 55% of local Google searches are carried out with the intention of buying a product
- 70% of people using Google searches will log on to local search first to find their offline purchases
- 90% of commercial Google searches end in offline purchases.
To rub salt into the wounds, you’re probably already spending a lot of your resources trying to make this happen. You recently spent a chunk of cash on a new responsive mobile website and you’ve hired someone to do regular content updates (you’ve been told it helps with local searches) and search engine optimisation (SEO). But still your site is languishing in the nether regions of Google and if you’re not on page one you’re not getting seen – what’s often worse is that your competitors are being seen and are on page one.
Using Local Marketing & Organic Search Effectively
To get to the top of Google you need to use a couple of strategies:
- Firstly, you need a thorough understanding of how to use keywords and Google analytics to help you drive organic traffic to your product pages.
- Second, you need a rudimentary understanding of Google Adsense and Adwords (this is in the next blog).
All good websites, including all the websites we build, should be designed for one purpose; to drive traffic to your products, which you then sell. We’ve actually spent a lot of time doing the research to get this right. So when you look at a website, you should be able to see immediately what it is selling or what information it’s providing.
It’s the key to local marketing.
If it doesn’t tell you straight away, the website has failed.
For example, have a look at this client of ours, EC Williams.
Straight away you can see what they do above the fold. You then see more of what they do as you scroll down the page. We make sure that everything a potential customer needs is in front of them from the start. It’s important to get the key message across on the home page. For this site, the most popular initial search page is “Home”. As a customer, you’ve got all the info you need there.
So we’re driving a lot of people to the “Home” page using local marketing, but there’s an 85% drop out rate after that. These are probably people who aren’t interested in buying from the business. But what is interesting is that of the 400 people who remain, 102 go straight through to the contact pages. That amounts to 100 or so leads a month – not bad for a website to generate such revenue just on using local marketing.
But that’s not the end of it.
In addition to using local marketing…
Elsewhere, we’re also driving traffic from Adwords and organic search to the particular product pages. Typically, customers will land on one of the product pages because of the organic search that we’ve set up for the client.
What is this organic search strategy?
In short, it’s finely keyworded blogs which are being picked up by Google every time the company publishes. As a result, many customers will enter the site on the product pages – they might enter the site on the copper plating page, for example. If you’re in the pressed parts trade and you want copper plating, you’re going to contact EC Williams. After this, you can see that zinc plating is the next most popular page. Again, most people stay there because they’ve got what they want, but if they want more depth they’ll go onto zinc nickel plating.
So once on the site, serious buying customers will get what they want as a snapshot straight away – because of the trade they’re in, people become interested in an enquiry straight away. We know it works. Because we measure it.
Everything has to be there for the user – they shouldn’t be looking for things too much.
How It Works
Most people will find you via a long tail search. Your SEO adviser and outsourced content providers need to drive everything by the keywords the SEO adviser gives them.
From an SEO point of view, when we started with Eagle Plastics there were nowhere near as many clicks or impressions and the keywords that Google was presenting to us were about 300. A year or so on and Google is now presenting 800 keywords.
So Google is signposting traffic to the site all based around these 800 keywords and because we now have more keywords, we can start working on different keywords and keyword phrases. We experiment through our blogs and we then determine which keyword phrases have the best impressions.
Case Study: Eagle Plastics
For Eagle Plastics, “High Impact Polystyrene” is a key term. We know that and it works very well. We use that keyword phrase in blog headlines, in the standfirst underneath and throughout the text. But we do it properly and never keyword stuff (ie, making the blog unintelligible with too many keyword phrases).
As a result, we’re delivering more content to Google and Google recognises that and starts suggesting more keywords which are relevant. So as the content is regularly posted with those keywords, Google sees this quality content and gives us alternative keywords to push the search operation. Getting more traffic, Google rewards you for quality content. And so it goes…
We use Moz as a tool to help us perfect our searches and, according to Moz, we now have 1600 keywords for Eagle Plastics given to us by Google. So because of our quality content strategy, Google is giving us more keywords and it’s exponential. Initially we had 300; this increased to 800 and now to 1,600; the next batch will be 3,000.
Five years ago most people who searched used just two keywords. But now people use an average of 5 words per keywords and according to statistics 20% of every search is unique out of 3 billion searches a day. That’s a hell of a lot of unique searches – and you need to be found amongst all that noise.
By using local marketing and organic search, your business can be found above all the noise of your competitors too.
At AIM Internet, we are seasoned online business specialists, focusing on small and medium sized businesses. We help them with their local marketing strategy, their SEO and blogging, and we guarantee that with our methods their business will be on the first page of Google through pay per click advertising and through organic search.