Search Engine Optimization
Getting found online is more important than ever before. Although the success of local businesses hinges substantially on the location an entrepreneur chooses, promotional strategies are still crucial for the success of any local business.
In today's world, customers expect to find a business online easily. If they cannot find your business online, that can change the perception of your brand can be seriously harmed. Most importantly, most of today's buyers in Massachusetts find local businesses by using online search engines. If, for instance, you operate a restaurant in Massachusetts and do not come up when someone searches for "restaurants in Massachusetts" on Google, you could be missing out on a lot of customers who would otherwise be eager to buy what you have to offer.
What Is Search Engine Optimization?
Search Engine Optimization is the practice of getting more traffic to a website from search engines. SEO works by using certain keywords that your customers are currently searching for online. You can then build your website around those keywords to earn more traffic. If keywords are carefully chosen based on their relevance to your target audience, you can earn a flood of new customers who are highly motivated to make a purchase.
Why Use SEO?
SEO is the most effective marketing channel available for today's local businesses. When SEO is used effectively, it can give your business an enormous advantage over your competitors. For most search terms, the top search result on Google gets about 40 percent of the available traffic. Therefore, if you earn top rankings for a search term that gets thousands of searches per month and is often used by motivated buyers in your market, you can drive a substantial sales volume.
It is not uncommon for some businesses to drive over $5,000 in sales per month in traffic by earning the top search ranking for just one competitive keyword. Although competition is often fierce for keywords used by motivated buyers, any business can eventually earn top rankings when enough time and effort is put into SEO.
Businesses That Need to Use SEO
Any business can benefit from using local search engine optimization. However, there are some small business verticals where Local SEO can be particularly advantageous. Professional services businesses, such as attorneys and dentists, can benefit from local search engine optimization using online content to start a conversation with customers. People often find restaurants with geo-local search terms, like "restaurants near me." Therefore, ranking highly on Google for restaurant-related keywords in your local market can help customers find you. Similar types of searches are also used to find hair salons, furniture stores, and a wide range of specialty stores.
Businesses that compete based on their location, such as gas stations and convenience stores, usually have less of a need to use SEO. However, they still benefit from being easy to find online.
How the Visibility of Local Businesses Is Determined
When Google first emerged in the late 1990s, it disrupted the online search space by introducing a revolutionary search engine algorithm that used networks of links to determine the relevance of websites and webpages. Links are still a major part of Google's ranking algorithm, but the process of earning links for SEO purposes is more complex than in the past. If you build links in the wrong way, you can incur ranking penalties that can make it hard for your customers to find you online.
It is important to build links from sources that choose to promote your content solely because they like it. If you pay other websites to link back to you, Google can give you a severe penalty. Additionally, businesses need to build links from diverse sources, including articles, social media, and directories.
Appearing in Local Search Results
The search engine optimization Massachusetts businesses need to drive substantial traffic from Google is quite complex. Many businesses in Massachusetts have figured out the importance of SEO, so they invest heavily in activities to boost their traffic. Business owners cannot expect to succeed unless they have a solid knowledge of SEO or work with a professional marketing agency.
Nevertheless, if you take the right actions, you can earn high rankings on search engines for your business. Search engine algorithms are constantly changing, and opportunities always open up for new players whenever the tactics necessary for successful change. Therefore, your business should remain vigilant to identify and pursue opportunities to get more traffic from search engines.
Choosing an SEO Agency
Our SEO agency can provide the search engine optimization Massachusetts businesses need to thrive in today's digital world. We can help your business earn top rankings for competitive keywords to beat your competitors. SEO can take a substantial amount of time. Still, we can help your business ensure that you are taking the right steps to target the right keywords, create content that will perform well, and build the website authority necessary to achieve top rankings. Get in touch with our SEO agency today to learn more about how our geo-local search services can get your business on track for success.