Regardless of whether you run your own independent business or you’re responsible for marketing in a larger company or institution that operates in London, ON, one of the most difficult challenges of marketing in 2016 is getting noticed online. Independent companies often face dozens of competitors in the same city offering the same or similar products and services while larger organizations have their reputations at stake when it comes to their online presence. SEM stands for Search Engine Marketing, a comprehensive field that includes both SEO (Search Engine Organization) and PPC (Pay-per-click, or in other words, managing how you use Google AdWords). Outsourcing your marketing to an SEM company is the smartest way to get noticed online, improve your web traffic, and start generating revenue from your website.
An SEO campaign is about improving your position on Search Engine Results Pages (SERPs) in the organic listings, i.e., unpaid results, not only on desktop, but also in mobile searches and, increasingly, on Google Maps. Google Maps currently uses what’s called a “local 3 pack,” meaning it displays 3 results that fit the user’s keywords and are geographically close by. Users pick one and are instantly shown their address, hours of operation, and phone number, which users can click to call.
Improving your rankings requires a multi-pronged approach that includes:
#1 Citations – Local citations are websites that collect brief descriptions and contact information on local businesses, which larger search engines then use to match users with businesses. An early step to your campaign should be getting your information into the right citation sites, something that a local SEO company in London, ON can help you with.
#2 Dedicated Landing Page – Your dedicated landing page is a page on your website where you convert visitors into leads by capturing their contact information and beginning your business relationship with them. The dedicated landing page may not be where your links and social media go directly, but it is ultimately where your website funnels them. It is keyword-optimized and rich with useful, relevant content that will benefit its position on SERPs. It must be persuasive and give visitors a reason to convert with useful content, calls to action, and no obstacles, plus if you already have an operational website, London company Digital Clicks Marketing recommends using a dedicated landing pages as an affordable alternative to rebuilding the whole site from scratch.
#3 Better Content – If you’re competing in local SEO, you have to provide high quality, local content that answers the questions your potential customers have and provides them with valuable information. For example, if you run a law firm that specializes in corporate law, you’re going to want to optimize your content for keywords like “corporate lawyer London,” but that’s no longer enough. You also have to provide content that answers questions, such as a blog piece explaining the legal process of acquiring a business.
Local companies like Digital Clicks Marketing can help your business with its SEO campaign by tailoring your keywords and content, optimizing your website, and making sure your citations are complete and up to date. You and your staff should focus on what you do best while the professionals take care of your SEO strategy; hire an agency and claim that #1 spot.