Happy New Year and welcome to the forth installment of our How To Rise Above The Noise Using Local Marketing series, this week we’re looking at how you can use local marketing and organic search to get your website on the first page of Google.
Local marketing strategy
If you have a business and you’re failing to maximise your local marketing strategy, you could be really hampering your bottom line.
It might sound clichéd to say this, but the fact of the matter is that it still rings true – if you’re not on the first page of Google, your customer’s can’t find you. And if they can’t find you, you don’t exist, your product doesn’t exist.
Some really interesting stats for you:
- Percentage of local Google searches carried out with the intention of buying a product – 55%
- Percentage of people using Google searches that will log on to local search first to find their offline purchases – 70%
- Percentage of Google searches that end in offline purchases – 90%
So you can see, even if you’re a bricks and mortar only business, even if you never have any intention of adding any type of ecommerce to your website, it’s still going to benefit your business to use local marketing to be on the first page of Google.
If this sounds familiar:
I’ve Spent Lots Of Money On a Snazzy Website And I’m Still Not On The First Page Of Google!
Then keep reading on…
We don’t want to rub salt in the wounds. We know you’ve probably already spent a lot of money trying to get on the first page of Google. You got the new mobile responsive website. You’ve hired someone to do regular content updates and search engine optimisation (SEO). And yet, your site still languishes in the nether regions of Google and what’s worse is that your competitors ARE being seen and ARE on page one!
Drats! BUT, all is not lost – you can still get to the top of Google with a couple of strategies including these local marketing tools:
- Firstly, you need a thorough grasp of how to use to keywords and Google analytics to help you push organic traffic to your product pages.
- Secondly, you need a rudimentary understanding of Google Adsense and Adwords (more on this to come).
Design With Purpose
All good websites should be designed for one purpose; to push traffic to your products so you can then sell them – online or offline. At AIM Internet, we’ve spent years doing research to get this right. At first glance – meaning immediately – you should be able to see what a website is selling or what information it’s giving you. This is the key to successful local marketing. If your website isn’t telling people straight away, it’s failing.
Have a look at this client of ours: http://www.ecwilliams.co.uk/.
Straight away, above the fold (the bit you see before you have to scroll down), you can see what they do. As you scroll, you then see more of what they do. On the websites we build, we make sure everything a potential customer needs is in front of them from the start. It’s important to get your key message across on the homepage. For the example above, the most popular initial search page is the homepage. You can see that customers have all the info they need there.
Because EC Williams’ homepage is the most popular search page for this website, we’re driving a lot of people to it. However, from analysis we can see there’s an 85% drop out rate after people arrive at it.
That figure sounds a bit scary. Actually, what it’s telling us is that these are probably people who aren’t interested in buying from the business.
Of the 400 people that remain on the site, 102 go straight through to the contact pages – which amounts to about 100 leads per month for this company. Not bad considering that’s leads/revenue generated just from local marketing!
This, coupled with the other parts of our strategy of driving traffic from Adwords and organic search to EC Williams’ specific product pages, is generating extraordinary success for the business.
You can learn more about that in our next blog in two weeks time.
In the meantime, you may like to read our previous blog post in this series on checking yourself out in the local marketing listings.
At AIM Internet we focus on small and medium sized businesses. We help them with their local marketing strategy, their SEO and blogging, and we guarantee that with our methods their business will be on the first page of Google through pay per click advertising and through organic search.