I recently had a conversation with a client who expressed a desire to increase his web traffic and ranking on the SERPs (Search Engine Results Pages). After some dialog, I finally asked him, “What is your final goal for achieving a higher page rank?” His response was that he wanted to increase traffic and gain more followers.
While this is a great goal, gaining followers and web traffic is not a final goal. What is the plan once they get onto your site? You don’t just want more traffic that doesn’t result in conversions. The true goal for SEO strategies and increasing page ranks should always be for the purpose of converting visitors into paying customers.
So how do you get the right people onto your site? The answer is by optimizing local SEO strategies so that the best leads find you, instead of you going to look for them. The good news is that there are several tips that you can implement to increase your local SEO efforts. Here are 4 tips to help you turn your local SEO strategies into customer conversion.
Remember to Get Listed on Google Places
This first step is quite obvious, but it is one that local businesses neglect so often. Just having a website is not enough to optimize your business locally for search engines. You MUST list your business in Google Places (a.k.a. Google My Business) if you want your business to attract customers in your area.
When walking through the process of inputting your business’s information in Google Places, ensure that your company information is accurate – and I mean down to the last detail. Google wants your address, phone number, hours of operation, and more to be 100% perfect.
While you are setting up your Google Places information, now would be a great time to add some organic photos of your business, products, and services into the account as well.
Build Your Website’s Static Content with Local Specific Keywords
Keywords are the lifeblood of your SEO strategies, so including local keywords into your static content is a must. Make sure that you include the city where your business resides. If you are in a larger metropolitan area, you can also use regions of the city or landmarks to add even more local specific keywords.
For example, if you offer cleaning services in Nashville, TN, you could use phrases like “home and office cleaning in Nashville” or “Music Row sanitation services”. Since “Music Row” is a very popular subsection of Nashville, this will give you greater chances of achieving a higher page rank with those keywords. This also means that you will more likely get traffic from people searching for your services in those areas, thus increasing traffic of quality leads.
Never Underestimate the Importance of Reviews
If there is one sure fire way to give your business a quick boost in the SERPs, it’s obtaining reviews – and a lot of them! Why are reviews so important? There are 2 main reasons.
Customers Read Them
In a 2016 Local Consumer Review Survey from Brightlocal, there were several stunning statistics involving customer interaction with businesses based on reviews:
- 84% of customers claim to give reviews the same level of trust as a personal referral.
- 54% of customer visit websites upon reading a positive review.
- Over 90% of customers read reviews online for local businesses.
- 63% of reviews are found on search engines.
- 70% of customers will leave a review if asked by the business.
What do these statistics tell us? The lesson is simple. In the mind of consumers, reviews carry a significant amount of weight. Not only that, but most are willing to give a review when asked by the business. Now is the time to start asking customers to review your business, but be aware. The other shocking statistic is that 73% of consumers won’t trust reviews older than 3 months, so keep asking and keep building your strong reputation.
Reviews Carry Significant Clout with SERPs
Reviews aren’t just important for convincing customers to shop with you. They are also very influential with your local page rank on Google. The process is fairly direct: the more reviews you have, the greater your page rank will be.
One thing to note with this getting reviews that you can’t just focus on one review site. While Google reviews are arguably the most significant to possess, don’t neglect to get reviews for other sites like TripAdvisor, Yelp, Angie’s List, and more. Having reviews on these sites will increase the number of backlinks to your site boosting your results even further.
Build an Optimal Landing Page
One of the most common mistakes I see businesses make when optimizing their local SEO is sending customers to the home page. Remember, you won’t have too much time to convert your new lead, so don’t make them click any more than they have to upon entering your website.
Instead, you should direct your links to a landing page that gives your new qualified leads all of the information they need to take the next step in the purchasing process. Here are some items you should include into your landing page:
- Location information (import the Google map location).
- A brief description of your business, products, and services.
- Links to your reviews.
- One testimonial with the name of the customer
- A special offer or incentive setting up the CTA (Call to Action).
- A clear and simple CTA – A simple form that can be filled out.
- Affiliations and trust symbols if you have them (BBB, associations, etc).
Quality Leads Are Just Around the Corner
Getting traffic can be simple, but converting that traffic into paying customers requires a higher level of strategy and intentionality. By following these simple, yet effective local SEO tips, you will open the doors for more qualified leads to come to you rather than you exerting all of your effort seeking them.