Mention 'leads' in a digital marketing sense and people often think about a paid marketing strategy which you can switch on and off, like Google Ads or paid Social Media campaigns.
But in fact, the best source of website traffic for qualified potential customers comes from local search queries like 'double glazing in Manchester' or 'dentists in London', for example. And the reason for this is quite simple.
These potential customers have shown buyers intent specifically for that type of local business or service in that area. If they did a Google search for just 'double glazing', it doesn't actually mean they're in buying mode. A small, yet crucial difference.
So if you're a local business in Manchester or London, your best quality leads are those from local search queries. Or as I call them, 'money keywords'.
What is your website visibility like in Google search engine?
The maths is simple. The higher your website and web pages rank in Google search engine, the more online visits you receive. Rank #1, get 31% of clicks. Rank #10, get 3% of clicks.
A staggering 75% of all clicks in Google search engine are between #1-3, so if you're languishing below this then you're essentially feeding on scraps while your competitors help themselves to a never ending banquet of organic local customers - every one of which were looking for a business like you online.
And if you're stuck on page 2 of Google, then I've got some bad news. Just 25% of users reach page 2 and just 0.78% click on any of the search results here.
So let me ask you again, how is the visibility of your business online? Does your online presence need a boost?
of queries made on Google are for a local search or 'near me' queries
of people never go past the first page of Google search results
of clicks in Google web searches will be on the first five organic results
Local businesses that provide products and services in only specific locations, SHOULD be doing Local SEO.
For example, a shoe shop in Manchester which relies on passing trade, or maybe a double glazing company that covers multiple towns across Greater Manchester. A business needs to be found for their keywords in the local areas that they serve.
This is pretty straightforward when your business is based in the location it serves. But what about serving multiple areas like our double glazing company? How do they achieve visibility so people can find them?
How would they go about ranking for locations other than the one where they are based?
I've achieved this goal for hundreds of local businesses in my job as a Local SEO Manchester expert and here's how...
Optimise the homepage for main keywords and the local area the business is based, and then, create doorway pages which are specific to search queries in the locations your want to rank for.
Let's say our double glazers are based in Trafford. The homepage would be optimised for something like 'pvcu windows Trafford' and then there would be 20 or so pages covering each of the most populated towns across Greater Manchester. These pages would all be optimised for 'pvcu windows in [location]'. Whether you're doing Manchester SEO or in London, the methodology is the same.
This really is Local SEO 101 stuff but it gets results.
Follow this up with a well optimised Google My Business page (Google Maps), local citations, directory listings and Social Signals and you can expect to start seeing an increase in rank in search engines within 3-5 months.
Personally, I like to turbocharge Local SEO campaigns by building the strongest backlink profile possible. Lots of your competition don't do this, so there is always an opportunity for them to be beaten. Link building is still one of THE most important elements of any campaign, so please don't let anybody tell you something different.
You see, SEO isn't difficult. Obviously there is a deeper science to it but anyone can do the basics. So what's stopping you from taking your SEO results to the next level?
This is where me and local business clients make our money. Through a mixture of engaging content marketing and turbocharged backlinks, my Local SEO campaigns are put on steroids. This will drive an obscene amount of local search traffic to your website.
Links are the single most important factor for achieving those top-tier rankings and don't let anyone tell you otherwise.
If you're serious about breaking the monopoly, then my link building expertise will get you there.
The project ran extremely smoothly and I was never in any doubt that I was working with a genuine specialist. We got more valuable lead in the first 8 months than I have done in 2 years with my old digital agency. Always felt in safe hands.
Cosmetic Surgeons London
My experience is bitter sweet. Business is absolutely thriving but it showed me just how many tens of thousands of pounds I've lost to young flashy sales guys and agencies with no substance. Couldn't have asked for a better service and results produced.
Windows Company, Manchester
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