Making Your Business Accessible to the Types of Clients You Want
For many local businesses, marketing used to be as easy as taking out a Yellow Pages ad and waiting for the phone to ring. But, with the Internet now being the first place people look for local services, fewer phones are ringing as a result of traditional advertising methods.
In order to have an effective marketing campaign in today’s tech savvy culture, you need to be where people are looking for you. You need to be online.
Sure, you may already have a website. But is it generating leads for the types of clients you want?
The way to reach potential clients online is to meet them where they are looking—at the top of the search engine results.
Search Engine Optimization (SEO) is the process of engineering a website to appear at the top of the search engine results for relevant search queries. So, when people type in “Chicago Accident Lawyer” (or whatever phrase is pertinent to your business), your site will appear on the first page of the search engine results—right where potential clients are looking.
Here’s how SEO helps local businesses gain a competitive edge online:
Location, location, location! As a business owner, you know the importance of having your office in the right neighborhood and having your ads placed in front of the right eyes. High rankings for relevant search queries are prime marketing real estate—and obtaining top spots in the major search engines is becoming increasingly competitive as more local businesses vie for high rankings. A high ranking in the search engines means potential clients will see your website before they see your competitor’s site.
According to a Pew Research study, 94 percent of people with a college degree who make over $75,000 a year are using the Internet. These are educated people with the money to afford your services. A website by itself is simply not enough to reach this demographic. If the only people who can find your website are people who already know about it, you are failing to maximize your potential to reach new clients. SEO for local businesses creates the visibility you need to stand out from the crowd. It makes you accessible to the clients you want.
Having a solid SEO strategy lends credibility to your website. People tend to trust the organic listings as more credible sites than sponsored listings, largely because people are not keen on advertisements. People don’t want to be sold a service, they want to find a service that meets their perceived need. Since you cannot buy high rankings in the organic results of the search engines, people trust high ranking sites as more authentic than sales-y paid listings.
To maintain high rankings that bring visibility to your target audience and lend credibility to your website you need a strategic SEO campaign. Maintaining an effective SEO campaign is complex since the field is constantly changing; so, be sure to choose a company that stays up-to-date with the latest rules and standards of the major search engines.
If you are seeking more success from your online endeavors, SEO for your local business is something you should seriously consider.