If attracting more local customers to your business is important to you, then an SEO consultant could help you achieve your goals faster than you might think.
Let’s say you’re running the type of business where local custom is vital to you. In fact, it’s the lifeblood of your business – because 100 per cent of your custom comes from within a five-mile radius of where you are based.
To illustrate the point, let’s say you run your own driving school based in Newbury. You need your driving school to feature in the top search engine results for driving schools in Newbury. So whenever someone types: “driving schools Newbury”, into their search box, you want your company to come out top of the pile (or at least on Google’s first page).
We know for a fact that most people who conduct global searches won’t venture past the first two pages of search results. In a local context, however, being returned among the top 10 results is even more crucial.
If our driving school business does not appear on the first page of Google (i.e. the first 10 search listings) when a potential customer types in “driving schools Newbury”, then more than likely, business which could have gone to our driving instructor will go to somebody else.
Of course there are many other considerations with keywords too. A person wanting to learn to drive might not use our standard search term. She might use: “learn to drive Newbury”, “driving instructors Newbury”, or “pass my theory test Newbury”. We are assuming in all cases that the location will be an essential part of the search term as anyone wanting to learn to drive will want a service which is local.
It’s vital that our business owner thinks like a customer rather than a business owner. So what steps can our driving instructor reasonably take to ensure that his driving school business can compete with his local rivals?
Find out what keywords/ search terms his customers use most frequently.
Use Google’s Keyword Tool or Wordtracker which offers a 7-day free trial (great for determining long-tail keywords strategies).
Using these specific keywords and search term suggestions push his website up the rankings.
One of the benefits of ranking highly in the search engines for local companies is that those people searching for your product or service are more likely to be ‘primed to buy’ than those who search globally. People who search globally could be looking for information or making price comparisons, but those who actually enter a specific location can be considered ‘qualified buyers’.
It’s well worth spending time researching your customers’ online behaviour patterns so you can plan your marketing strategies accordingly. Don’t they say that “time spent in reconnaissance is seldom wasted?”
If you’d like some assistance with SEO techniques that will help more customers find you rather than your competitors, you can trust an experienced SEO consultant to drive your website into pole position.