LOCAL SEARCH ENGINE OPTIMISATION IN CAMBRIDGE

Make sure you are found above your competition with the Spirus 4 point plan

LOCAL SEARCH INTRODUCTION

Many businesses will focus on their local area, for a variety of reasons from preference to necessity – and there are many good reasons that they should. At Spirus, we understand the need to be found on search engines, but with a balanced approach between local success and being overwhelmed. If you have limitations in how and where you trade, then our local search engine optimisation plans will be perfect for you.

Spirus runs a Four Point Plan to optimise your website within your locality at an affordable monthly fee. The plan is designed to cover all bases of local search engine optimisation and deliver results to your business. With a substantial amount of analysis we will aim to push qualified business leads within your area to you.

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WHAT IS LOCAL SEARCH ENGINE OPTIMISATION?

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Figure 1

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Figure 2

Local search engine optimisation is the discipline of ranking on Google’s search engine ranking pages for services or products offered by your business but within a specific locality. So for example, if you are a plumber in the Cambridge area you would want your online leads to come from Cambridgeshire and the cusp of surrounding counties.

Local search engine optimisation techniques allow Spirus to position your website to ensure we only achieve localised results. In the example above, we would be targeting keywords like “plumbers in Cambridge” rather than a broader search term of “plumbers” which is not only less specific, and therefore less likely to result in a booking, it’s also more expensive as you’re up against a lot more competition.

We would ensure your site understands the locality in terms of imagery and content and give Google strong indicators you are top of your game in your locality. Essentially local search engine optimisation is search engine optimisation for local business.

When searching for local search terms Google will throw up a number of results. The first of these are paid for advertisements (figure 1).

The second is the results shown in “Google my business”. These results make up the more commonly known “Google Maps” listings (figure 2).

Here at Spirus, we will look at your discipline and analyse the data from Google, Bing and other major search engines to understand your competition, your market place and what we need to do to make your website sing.

THE SPIRUS FOUR POINT PLAN TO LOCAL SEARCH IN CAMBRIDGE

THE FOUR POINT PLAN

1.

SITE AUDIT

We will analyse your website checking for errors and how optimised your content is for your selected keywords, which we can also help you to ascertain.

2.

COMPETITOR ANALYSIS

Every business has competition, so let’s spy on yours ad see why they are doing so well! There are always learnings from understanding how your competitors are operating so it really pays off to take an in-depth look at this.

3.

CITATION GAP ANALYSIS

Google uses various sources around the internet to validate your business; we’ll make sure you are there, and suggest ways to build your reputation and credibility within your sector.

4.

ACTION!

We’ll gather and assess steps 1,2 and 3 and action everything in the local search engine optimisation plan for your business. Remember at Spirus, we do the doing – we don’t just make recommendations, we’ll actually get the work done too, and help you build for successful, sustainable future growth.

NEED MORE INFORMATION OR NEED A QUOTE ON OUR 4 POINT PLAN CHECK FOR YOUR WEBSITE?

A CASE STUDY - KEYPOINT

Keypoint came to us after a successful run of business in Derby where they had been established for some time, and had built up a good reputation as a local service. However, the business was moving locations, and needed to ensure that they maintained their position at the top of the rankings list to keep business flowing.

Keypoint followed the Four Point Plan, step by step, taking the time to really understand the keywords (quite literally in their case!) people were using to find them, and the behaviour of their competitors.  As a result, they’re currently performing extremely well in search engines, boasting 4 services over 7 locations in the top ten of Googles local search results.

With a steady rise of visibility throughout all search engines, Keypoint is a great success story.

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CONTACT SPIRUS TODAY TO DISCUSS YOUR DIGITAL MARKETING NEEDS 01638 741830

WHY IS LOCAL SEARCH SO IMPORTANT?

Some businesses may be tempted to ignore the local opportunity and focus on a wider reach, but we believe local is incredibly important for every business. And here’s why.

  • There is reportedly a massive 85% conversion rate for local business searches. That’s a huge hit rate and one you probably shouldn’t ignore. A high proportion (76%) tend to visit within a day, and importantly, nearly a third of local searches result in a sale, because intent is usually very high at the point people search.
  • Nearly half of all Google searches are for local businesses. 46%. That’s a LOT of searches – and a lot of opportunity to be spotted.
  • Searches for businesses “near me” have rocketed by over 500% in recent years. Local is convenient – and it’s powerful.
  • On the basis that people do business with people, local is a big draw for people wanting to support smaller and independent initiatives – and good reviews go a long way to establish your credibility and trustworthiness. There’s lots you can do to improve your status within the local community (we’re full of ideas on that front too! Why not get in touch to discuss how we can help.)

There are loads of reasons that local search is important. We work with many local businesses with the capacity to operate nationwide, and all of them appreciate the need for success in the local area. It doesn’t stop you casting the net wider as well, but we’d nearly always recommend at least some local focus.

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WHO IS THIS SERVICE DESIGNED FOR?

The Spirus Four Point Plan is perfect for any business working within a set locality, from fast food to accountants, from tradespeople to nurseries. If your business is set in a local boundary then this service will help you.

It can also help national companies gain more leads within a selected area; for example, if you run a courier service nationwide and are looking to pick up businesses within a locality then the Four Point Plan can help you. The principles will differ slightly between businesses, but we can customise everything during the website analysis phase.

What next?

If you’d like to find out what a difference local search optimisation could make for your business, just get in touch for an informal chat. We can work with you to identify the best opportunities for your business, and to tackle challenges head on, to put you in the best possible position within your local area. You can email us on hello@spirusmarketing.com or call 01638 741830 for more info.

Find out more about our digital marketing services here.