By definition, SEO, or search engine optimization, is the process of improving your website’s ranking on search engine results pages with the objective of increasing quantity and quality of traffic to and leads from your website.
It’s a broad and complex marketing tactic that can be customized to the goals of your business.
Google uses over 200 factors in its algorithm to produce search engine results pages. Anyone using Google can input any search term they want into the search bar. The possibilities are infinite.
But Google provides marketing professionals with reports on what the most common search terms are and how often they’re searched for each month. This data is so valuable. Marketing professionals can evaluate the most common search terms by nation, region, state, all the way down to specific zipcodes.
Why Local SEO?
Local SEO is the process of improving your website’s ranking on search engine results pages for city-specific search terms, still with the objective of increasing quantity and quality of traffic on and leads from your website.
While generic search terms, also known as short tail keywords, typically have the most searches each month (i.e. search volume), they can also be quite competitive.
Below, a generic search term “lawn care services” produced 986 million related webpage results.
By contrast, a city-specific search term “lawn care services in san diego” only produced 61.1 million related webpage results. There is still a lot of competition for the San Diego-specific search term because it is a large city, but much less than the generic search term.
City-specific search terms are also more likely to include a special feature in the search results called a Local Pack or Map Pack. As seen below, this feature gives searchers more information about the San Diego lawn care businesses that match their search term, such as reviews, star rating, business hours, directions and an option to call directly without having to even visit the website.
Google utilizes information business owners provide in their Google My Business listing to populate these Local Pack results. On a mobile device, the Google My Business listing is also utilized in apps such as Google Maps.
Small businesses that provide services in a specific city and nearby cities, such as lawn care professionals, landscapers, garden centers and nurseries, find the most success with Local SEO.
How to Do Local SEO in Your City?
Local SEO is an ongoing process that is ever-evolving. It is a long-term investment, but it is an important tactic any business owner should consider as part of their overall marketing strategy. SEO can help you grow your business over time, but how and what you need to optimize will ebb and flow.
Search terms can become more or less popular. Your business services may be seasonal. Your local competitor may be actively marketing their business and services as well.
Marketing professionals utilize website audits, competitor analysis and keyword research to evaluate and re-evaluate what needs to be optimized on a regular basis. Depending on your business age and goals, you may need a more hands-on monthly audit, but as your business grows and finds stability in your industry and location, quarterly maintenance audits may be sufficient.
Why Do You Need Strategic Marketing Consultation?
No two businesses are exactly the same. They may be located in the same city and offer similar goods and services, but their location, staff, quality of work, pricing, etc. may have slight nuances making them unique. The strategy and tactics used by one landscaper or one garden center will not work for the one across the street.
Local SEO is one of many marketing tactics available, but it is not the only tactic successful businesses use. Hiring a marketing professional and conducting a strategic consultation illuminates what’s unique about your business and identifies gaps and blindspots in your business promotion.
Your Local Marketing Consultant
Our team wants to help your lawn care or landscaping business attract more website traffic and leads. We’re available to work with an existing marketing associate and strategy to guide and refine your marketing, or we can help you start from scratch and provide specific marketing services to you. Schedule a free consultation today to invest in the future of your business.