Local Search and appropriate Local SEO is important.

Here’s why – 46% of all Google searches are local

Below, I will share with you the top 7 best strategies to optimise your website for local search and in fact good SEO generally.

1. Nail your keywords (the heart of good SEO)

Keyword research is very important for your SEO and therefore success online. Never assume that you know how people find you online. Sign up for a free trial with either SEMRush, MOZ or ahrefs and this will do a lot of the work for you. Yes, this will be a steep learning curve but you will uncover a lot of useful information. They all have a ton of helpful guides to get you started. Keyword volume is absolutely critical to understanding where there is search volume. Next, you need to know who’s currently ranking well for these higher volume keywords. If you supply niche products and services you can benefit from a higher conversion rate with lower volume keywords. Otherwise, search out keywords that have some volume and try appending your local area to the search. This way you will see what keywords are generating the volume in local search. Once you have a good handle on your keywords you can use that information to find out who is ranking well for them and delve into how they’ve achieved that.

2. Complete EVERYTHING in your Google My Business account

Listing well in Google’s local pack is very important for local search success. It’s tempting to just enter the basic information and make a mental note to go back and finish it off later. Don’t do this. Fill in everything you can as comprehensively as you can. This is the next best thing to free AdWords. The local pack sits between paid ads and organic search so a good placing here is extremely valuable. Google ranks knowledge highly so a well-written description of your business, it’s products and anything else valuable, like some photo’s, is a must. We’ll talk about reviews below but also make sure you keep on top of any you have already. Everybody knows that things go wrong sometimes so make sure you reply constructively to any negative feedback. It’s how you deal with these things that matter.

3. Put a strategy in place to get more Google reviews

Building upon point 2 above, to really nail your local SEO, you need to build trust with Google as well as your customers. There is no better way to do this than get some good reviews and bake this into your business strategy going forward. Ask any recent customers for a review and then put a strategy in place to ask all future customers too. Making this as friction-free as possible for your customers is a must. Use the tools on Pleper to help with this. You can use their Google Review Link Generator to create a short URLs to email or print on business cards along with a QR code inviting reviews. This will take your customers straight to the review card where they can rate you and leave a review very quickly.

4. Research who’s ranking well in Google’s local pack and check their local citations

So now you’ve got your Google My Business listing all done and you are getting regular reviews it’s time to see who’s on top. Search for your products and services online and see who’s listing in the local search box. If you’re not there you have some work to do. Local citations are from directories that list products and services by geography. Whitespark have a Local Citation Finder that will do all the research for you. It will list all the citations from all the people ranking well in the local pack. Once you have this information, you can spend some time listing your business on the same directories. This will likely take a while but it’s time well spent. Some of the directories may charge a listing fee but before you do this, find out how valuable that link is first. Whitespark will rate each citation so only consider paying if the citation has a high rating. Alternatively, do all the free ones and wait and see how this works for you over the next few weeks or months.

5. Audit your website with a special audit tool

If you are serious about nailing your SEO yourself then you have hopefully signed up to one of the services mentioned in section 1. All of these will allow you to carry out an audit of your website in order to improve your SEO and SERPS. The audit will basically pick up anything that’s suboptimal for SEO as well as anything more serious. This process can sometimes be daunting because the volume of errors can be significant. That being said, you can resolve sometimes hundreds at a time with just one simple fix. Other issues such as missing alt tags on images can just become a process of longer-term resolution. It’s unlikely you will fix everything straight away, or even quickly. Don’t be put off, just keep chipping away and everything you do will start to work in your favour. This will translate into better rankings over time. Be patient and don’t expect miracles.

6. Fix any errors or problems on your website

The tools you are now hopefully making use of are powerful. They are also well established and as a result all have a ton of useful information with regard to understanding and fixing issues. Granted sometimes this can be technical and daunting but don’t be afraid to ask for help or seek assistance from your developer here. Most of the issues are going to be one-off fixes or issues that you can avoid in future with your new found knowledge. The best SEO involves diligent attention to detail and the ticking of many many boxes. Over time, like anything in life, this diligence will pay off, in this case, with better rankings.

7. Write expert content and share it as much as you can

Now that you’ve done all the groundwork to ensure that your website is on a firm base, it’s time to think about content. If you have fixed all the issues with your website and it’s diligently optimised for local search, content becomes the next critical factor. Google, and just people on the Internet generally, value good content. Chances are that you are an expert in what you do. Share this information and you will be rewarded. You don’t need to give away your trade secrets or anything but remember that most of what everybody knows can be found on the internet somewhere anyway. Sharing advice and specialist knowledge will be rewarded with online interest, sharing and ultimately better rankings from Google. Share your content everywhere that you are likely to have an audience and over time you will see traffic increase. This will build your standing with Google and any online followers you have. Don’t try and substitute quality with quantity though. Make your content useful, unique and engaging. Like all things SEO, don’t expect instant results. Work hard at this aspect and good things can happen quickly but chances are you will need to be generating good content for a while before you start to see great things happen. Stick with it though because your patience will be rewarded eventually.

Summary

So that wraps up this article. I hope you found it useful. If you would like any help or assistance with website design, website development or Search Engine Optimisation please get in touch. We are based in Eastleigh in Hampshire in the UK so if you are in the Southampton or general Hampshire area you are more than welcome to come in and see us. We’d love to talk through your online business needs in person. We will be happy to suggest solutions perfectly tailored to your needs.

If you enjoyed the article, found it useful or have any questions or comments, please get in touch below and we’ll get back to you.

“On average, people consume 285 pieces of content or 54,000 words every single day” – Hubspot

Content marketing is more competitive than ever.

In 2017, many businesses are putting out original pieces in a bid to entice, delight and satisfy customers. According to Hubspot, each person consumes 285 pieces of content per day, or 54,000 words on average. With more pieces of content appearing every day, it’s increasingly difficult for brands to get noticed online.

What is Content Marketing?

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience” – The Content Marketing Institute

The keyword here is valuable. Content marketing isn’t just about throwing any piece of content out there. The content creator’s job is to give the readers or viewers content they want to consume, providing information that’s highly relevant and of value to them, whether it’s presented in the form of a blog post, an article, an infographic or video.

What is content?

In web marketing, ‘content’ simply means a piece of information that’s available electronically.

As a rule of thumb, good content should be interesting, shareable and valuable to your target audience. It also has to be digestible information that’s presented in a useful and accessible way.

It can be written or visual, and there are hundreds of different types of content available online. The most common types of content we see online usually fit into one of the following categories:

• Infographics
• Blog posts
• Videos
• Memes
• Guides
• Whitepapers
• Webinars

Don’t worry – content creation doesn’t have to cost a fortune.

Infographics, blog posts and short videos can be created by businesses of all sizes on both big and small budgets, and are relatively simple and straightforward to produce. Guides, whitepapers and webinars are often more time consuming and will require more research, effort and expertise. The type of content you choose to produce will depend on your target audience, type of business and time available.

You may wish to include a range of types of content within your content marketing strategy, or just stick to one or two – there are no rules and you should do whatever works best for your business and your target audience.

Below we’ve included some of our top tips for content creation, based on our own content marketing strategy at Web-Feet!

1. Utilise content creation tools

For the graphic designers and videographers among us, producing an infrographic or short video is a breeze. For the rest of us, it can be hard to know where to start and what tools to use. Thankfully, there are some fantastic content creation tools available online that are completely free, accessible and easy to use.

Canva (below) is a graphic design tool we use for internal marketing at Web-Feet. It’s fantastic for creating high quality infographics and images for social media or blog posts. You can use it to create high-quality and visually engaging templates using your own branding. These can be saved, so you can use them again for future posts or campaigns without starting again from scratch. It’s pretty straightforward and user-friendly, and you can connect multiple social media accounts, making content distribution easy.

For creating videos to be shared on our YouTube channel, we use the cloud-based online video editing tool WeVideo. WeVideo enables even the least skilled video editor to get to grips with creating high-quality videos, which can be embedded within a blog post (like below) or shared via social media.

2. Brush up on your written English

Writing skills are important when it comes to producing great content. It’s all about effective communication – you need to get your point across to your readers clearly and concisely to keep them engaged.

Your tone, style and the quality of your written work also reflects your brand: a sloppy piece with poor grammar and spelling that hasn’t been proofread doesn’t send across a good message to your readers. In fact, it can be very irritating so read and put people off your company altogether!

Keep your tone clear, consistent and representative of your brand.

If writing skills aren’t a strength in your team, there are some great online tools out there to help. Download the Grammarly Google Chrome extension to eliminate grammar errors and polish your written work.

It’s also a good idea to ask somebody to proofread your work, as even those with the strongest writing abilities can be blind to their own mistakes!

3. Take advantage of data

Content driven by hard facts and data is often the most successful. Many companies will spend lots of money doing research and gathering their own data, which is fantastic if doing so is within your means.

However, you don’t need to spend loads on research in order to produce great content, as there is a world of data out there ready to be taken and turned into a great marketing campaign. Government data is a fantastic source of free, trustworthy data that encompasses a variety of sectors, from business and the economy to health and the environment.

When you use an authoritative data source, your business takes on some of that authority, giving your brand a unique voice it doesn’t normally have. This can enable you to use that data to create something unique, valuable and interesting.

4. Use a Content Calendar

A content calendar is a great tool for planning ahead, making content creation much easier. Use it to plan around seasonal events and dates that are relevant to your business, and let it guide your overall content strategy. Come up with some content ideas and use your content calendar to create a backlog for future marketing campaigns.

You can find out more about planning content and download a free content calendar in our blog post Marketing Planning: Do you know your key dates?

5. Think carefully about content distribution

Before clicking post or send, think carefully about who you want to target. Knowing your target audience will help you to decide not only the type of content you’re creating, but also where you will place it and how you will spread the word.

Content marketing is about more than just creating your content: it’s also about utilising the best tools out there to promote your valuable content in order to attract and retain customers. Below are three marketing tools that we use at Web-Feet, either for our own marketing or on behalf of our clients.

Buffer

For posting infographics and sharing blog posts on social media, we recommend using Buffer. Buffer is a free social media management platform which enables you to manage multiple social media accounts from one page. You can add content to a ‘queue’, selecting the time, date and place you’d like your content to be published. This means you can plan in advance, setting time aside to create and upload content Buffer which will then trickle your content to your followers.

You can also download the Buffer app to a smartphone or tablet, enabling you to add content to your queue away from your desk and on the go.

Hatchbuck

We also distribute content, such as blog posts, via email. For this we use Hatchbuck, which is a fantastic all-in-one sales and marketing automation software. We love Hatchbuck because of its wide range of features: not only is it a great CRM system for storing contact details, but you can also track leads and prospects, helping you reach out to the right people and stay on top of your marketing strategy. It’s essentially a tool which streamlines your marketing and sales strategy into one place, which makes it a great fit for many businesses.

MailChimp

MailChimp is another marketing automation service that’s popular with businesses of all shapes and sizes. It doesn’t have the added bonus of a built in CRM system and functionality that Hatchbuck offers, but it’s a great and affordable alternative if you’re looking for a straightforward email platform. MailChimp is responsive on mobile devices and tablets via an app, so you can use it whilst on the go.

To find out more about the Content Marketing services we offer at Web-Feet, including content creation, then Contact Us today.

Was your website hosted on 123Reg.com? Don’t panic we can help you get online.

You potentially don’t have a website as your hosting provider, 123Reg.com recently made a schoolboy error, deleting everyone’s website. Furthermore, if you used an agency they may be telling you that everything is lost if they didn’t back up your site (anyone with common sense should back up).

Continue reading →