As technological advancements forever alter how we handle life, we must adapt to the ever-changing environment of business ownership. There’s one change that’s changed the game for just about everything in the last 30 years. The internet is arguably the greatest invention. It allows us to share information across great distances in the shortest possible time.
And naturally, we’re going to be taking advantage of whatever technology we can get our hands on. And the internet is no exception. By now, most online business owners are aware of what search engine optimization is and why it’s important for any business. But it’s actually a broad topic and there are many branches in its tree.
But, for the sake of brevity, we’re only going to tackle two main types of SEO based on scope: Local SEO and General SEO.
As their names suggest, these two types of SEO are different in terms of scope. General SEO campaigns are not confined to a specific geographical location and thus, serve businesses that cater to a nationwide or even to a global customer base.
Local SEO is confined to a specific area, therefore is geared toward making sure that businesses that are within a set perimeter will be shown in search results.
So, why should local SEO be the main focus of your marketing efforts?
Well, it’s rather simple. Local SEO allows search engines to point a user to a specific set of businesses. Local SEO is best for businesses that have a physical location because it directs users to those establishments, which also translates to actual sales. Because the search results are localized, they will almost always be relevant to the user.
Couple that with the fact that more and more searches are being done through mobile devices, and that people are almost always on the move, and that they want immediate answers, whichever business lands on the first results page of a local SEO query is the ones that is more likely to be visited by tourists.
That is also exactly why you should also concern yourself with building citations for your business. Not only do citations help your SEO campaign, but they also speak volumes about the quality of service that your establishment provides, or at least, that is something that is inferred when your business shows up among the top search results.
Business citations are one of the most effective ways to boost your sales, especially if you are able to get these citations from sites that command a lot of authority in their given industry. It’s also for this purpose that online reviews are should be focused, because they also affect the likelihood that anyone is going to give your business a shot.
Some of the most common sources of good citations are lifestyle and travel blogs, especially when they, too, are focused on the local area.
This is mostly because users are most likely going to search for “Best Restaurant to try” or “Best places to eat near me.” These people want answers quick and they aren’t going to do extensive research on your business.