Local SEO: Turning Your Online Customers into In-Person Customers
If you’re a local business, then you’re probably at least a little familiar with local SEO. Whether you’re an electrician, a chain of doctors offices, a giant law firm or any other business serving a specific region, a local SEO strategy is what’s going to get you ranking in local 3-packs or organic searches within specific cities.
The approach for doing this can vary greatly between industries and locations. A pediatrician in Malvern may need to take a different approach than a pediatrician in Philly. Likewise, an pediatrician in King of Prussia may need to take a different approach to SEO than one that operates out of Yardley.
Because of this, Pen Cap throws out the idea of a templated service and develops custom SEO and PPC strategies specific to the needs of each client. Each new campaign starts with a consultation as well as an audit to understand what’s working for your local business, what isn’t, and what we can do to bring your business to the next level.
The Essentials Behind Local SEO
While our approach may be custom-fit for each client, there are several important facets that fit into every SEO campaign we develop. This includes
Monthly Reporting and Planning
Each month, we start off by compiling a custom report explaining how well your site performed, identifying wins, losses, and opportunities. Along with that, we’ll have a monthly call or Zoom meeting to discuss upcoming strategies.
On-site Optimization
Often the main reason potentially customers can’t find you is because your site isn’t built in a way that’s easy for search engines to understand. For instance, it may be difficult to use. Or, it may have content that doesn’t anticipate the needs of your potential customers. Or maybe it’s just coded wrong. Whatever the case, we take a deep dive to pinpoint possible issues and create the right strategies to combat them.
Competitive Analysis
A solid local SEO strategy hinges on how well you understand your competition and why they may be outranking you in the search engine results. Our approach to competitive analysis takes a detailed look at what your competition is doing, what’s working for them, what’s not, and–most importantly–what we can do to help you beat them at their own game.
Content Strategy
When SEOs talk about keywords, it’s often in relation to a content strategy. We start by discovering what the best keywords are for your business, as well as understand what keywords people are using to search for businesses like yours. From there, we develop a plan to create content on your site that can anticipate and answer those searches.
Local Listing Management
There are a lot of directories out there that can have an effect on how you rank, such as Google My Business, Bing Places, and several data aggregators that help inform the web about your business. By making sure you have the correct business information in these directories and databases, finding new ones specific to your industry, and managing spammy listings meant to undermine legitimate ones, we’re able to present a clean well of data for search engines to use for their rankings.
Link Building
Links from relevant websites pointing to your own are one of the most important factors influencing your search rankings. But building links like these can be extremely difficult. We take the work of your hands by finding relevant, noteworthy linking opportunities that will help build your brand and and send the right traffic to your site.
Online Reputation Management
One of the biggest factors driving online business is online reviews, specifically on third-party review sites like Google, Facebook, Yelp, and so on. That’s why we develop a custom strategy to both encourage customer reviews as well as help retain happy clients.
