When was the last time you did not go on Google or your favorite search engine to look up something? Maybe you want to review a store or product before you purchase or use them. Perhaps it was to research how to fix the noisy fan on your refrigerator. Find a plumber close by? Get quotes on the new AC you have been putting off replacing.
The point is we are all search engine consumers, and thus if you’re a business that wants to be seen on the internet, you need to be participating in SEO in some form actively. Like we always say at 2 Labs Digital Marketing, if you have the best store, but it is located on the moon, who is visiting you? The internet has millions of great websites, yet many have one thing in common – You Can’t Find Them!
Yes, there is a difference between performing SEO for a local business and a more national one. It focuses on more localized terms, including city, state, zip, local attractions, etc. The reason behind this is simple. To drive traffic that will convert and have your audience closer to being in their journey’s “decision” mode.
For example, you have an excellent pool repair business called Pip’s Pool Repair in Miami, Florida. The company is doing well; you have two trucks supporting the local Miami area, and life is good, but you want to expand. So, you start doing SEO yourself, or an agency helps you. Well, the search engine gods have cast a bolt of lightning on your site and your ranking in the top 3 for “pool cleaning.” Your site traffic has shot the moon, phone calls are blowing up your phone, but business is not growing. Why? I mean, your ranking on Google on a killer keyword! Because your traffic and inquiries are not targeted. Maybe some of the calls are coming from the State of Florida, and that’s awesome! But can you service a call in Tampa, Jacksonville, or Palm Beach?
Of course, you can make this work for you, like hiring more people, finding other pool companies in those areas to partner with, or opening offices in those top cities. Not a bad problem to have UNTIL the rankings change! Because they will, and if you have invested a lot of time and money to take advantage of this luck by the search engine gods, they can also take it back.