How to improve your local search ROI

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

According to experts, local search is expected to increase as much as 10 percent annually at least till the year 2015. They believe that it is one of the growing categories of online advertising. This is a great opportunity.

Many businesses are enjoying great ROI on their local search campaigns. It is observed that the ROI from a local search campaign is usually more than three times greater than the ROI from either traditional directory advertising or pay-per-click ads.

Here are some effective tips on how to improve your local search ROI, thereby getting more bangs for your buck.

It begins with SEO. Without SEO, there is no traffic; and without traffic, you may as well not have online presence. While optimizing your website, choose keywords that reflect your industry and location.

Spend time on keyword research. Successful businesses invest significant amount of time on keyword research. While good keywords can flood you with traffic, bad keywords can ruin your business. Ensure that there are no spelling or grammar errors.

Content still rules the online world. Create high quality content. Ensure that the content is informative, entertaining and engaging. If you make your readers happy, Google will be glad to rank you higher.

It is a good idea to avoid blog networks. Google discourages unnatural link exchange between blogs. Avoid excessive use of keywords. Google abhors keyword stuffing. Keyword density should not be more than two percent.

It is important to claim and optimize all your local profiles. Ensure that information like the name of the business, phone number, email address, physical address and other details are available on the business. They add to the credibility of your business. Also ensure that these details are error free.

It is advisable to encourage to rate review your website. As per a study conducted by BrightLocal, around 70 percent of the people in the US trust online opinions as much as personal recommendations.

Search engines like Google, Bing and Yahoo will also be impressed with your website’s ability to attract the attention of people. The more your website is rated or reviewed, the better it is for you.

People, especially the members of the younger generation, get bored with text only content. It is a good idea to use attractive and relevant visuals. A picture is indeed worth a thousand words; and a video is worth much more.

Videos and images will definitely improve your online appeal. Ensure that the visuals are of high quality. Experts believe that they also garner additional exposure. Jon Schepke says, “Google recently started surfacing as many as five photos in its local search results from business’ Google Places pages.”

It is very important to keep your content fresh. Google prefers websites that keep their content fresh. Ensure that the information regarding the business is updated.

By incorporating the above-mentioned tips into your local marketing strategy, you will be able to boost your local search ROI.

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