How SEO Benefits a Business?
In theory, SEO is immensely powerful. With a very low cost of set-up, SEO promises to greatly increase the number of people visiting your page which can translate to lots more sales, clicks and subscribers.
Unlike advertising, you are only paying for the labor costs – and once you stop the benefits will still remain ensuring that traffic keeps flooding in for months or years afterwards.
That’s the good stuff. That’s why so many companies invest so much money in SEO.
But there are problems as well…
Difficulties for International Business to Optimize for Local Search
What this also means is that getting Google to index your site and put it at the top has become increasingly complex. Inserting keywords – which has long been the hallmark of SEO – now must be done very subtly and using ‘LSI’ phrases (latent semantic indexing) to ensure there are lots of natural synonyms.
What’s more, it only takes for Google to change their algorithms and all your hard work can end up down the drain. What was once a legitimate way to get to the top of Google can suddenly get your site penalized.
What is Local SEO?
But the great news for small, local business is that many of these concerns simply don’t apply to local SEO.
With local SEO, you are targeting keywords that include a local element. For instance, this might mean that instead of IT support, you are now offering ‘IT support Santa Monica’. What this in turn means is that you are now no longer competing with millions of other companies and instead are just competing with a few. The more you narrow down your area, the less competition there will be.
At the same time, you can very quickly index for these terms by using Google Maps and Local Business in order to make it clear that you are based in X area. Finding inbound links is also much easier as you’ll be able to contact local magazines and other local businesses in order to gain some immediate traction.
How Local SEO Helps Local Businesses?
Google’s algorithm changes also tend to be less brutal for local business.
While Google Penguin and Panda devastated the SEO efforts of many larger companies, only the much smaller ‘Pigeon’ update had much impact on local SEO and this was far less painful.
What’s more, as local SEO is so much easier, you’ll find it’s much quicker to get back to your starting point even if you do encounter a setback.
Social media can be integrated seamlessly with local SEO too. Why not ask your customers to tweet if they enjoyed your services or products?