When splitting out facts from fantasy, SEO can be a minefield, and local SEO facts are no different. There are several reasons why SEO seems such an elusive creature which I’ll go on to explain. First, however, this article should dispel some of the SEO myths you’ve heard and present you with some Local SEO facts that are helpful for your business strategy.
Why are there so many SEO myths?
First, explain why myths (and sometimes outright lies) are peddled in the SEO community.
Search Engine Ambiguity
One of the essential explanations is that there are no definite rules provided by search engines, especially Google, on what should and shouldn’t be done. While Google does have lots of documentation on the best way to optimise your site, it’s been down to SEO experts to find the truth in their vague answers. As a result, ambiguity breeds rumours, and we often have to rely on external research or guesstimations.
Old SEO Hat Techniques
Secondly, the SEO landscape has changed massively over the past 20, 10 and even five years. This has led to long-held practices still being implemented by SEOs who have been in the game for a long time. This group is not intentionally producing good work, but they are not taking the time to learn new techniques and update with the times. As recently as last year, I have heard from clients being advised to practice very outdated strategies and outright Black Hat SEO tactics.
Unethical SEOs
Lastly, some marketers and SEOs lie about what needs to be done and how to do it. This is simply because they are trying to make a quick buck. For example, I’ve had clients told to buy keyword-specific URLs because that’s how they would rank for those keywords. While a URL with a keyword is excellent, it’s a low consideration, and to rank, you need to put in the work on that domain, not simply point it at your main website.
This specific client was told to buy over 40 keyword-related domains, but the agency never did anything with them. So they were all pointing to the registrar’s default holding page. This was an attempt to sell more domains and landing pages for said domains, which has yet to materialise.
Telling the Difference: Local SEO Facts & Myths
As you can see, there are some reasonable and unethical explanations as to why we battle Local SEO facts and myths. So, below I have listed a few commonly said phrases related to local SEO. Some of these are actual facts, and others are myths.
Local SEO drives foot traffic: Fact
If you are a brick-and-mortar establishment, you must use local SEO. It does generate foot traffic. When you optimise your website for local search terms and locations, you shout from the virtual rooftop that your business is here. Local-related searches are tied to increased footfall because your type of client is looking for a local solution. Think about how your perfect client may be searching for you. Searches such as the below are relevant to a nearby location;
- Clothing shops near me
- Emergency bike repair
- Best Cafe in Sheffield
Shopping locally is a priority for many shoppers: Fact
There has been an increasing rise in demand for local shopping. While online shopping was the big winner of the pandemic, the second winner was local, independent retailers. People want to support their local economy, which doesn’t involve supporting a big box store. Ethical consumers interested in local shops are much more likely to be searching for nearby businesses, and local SEO is essential to put you ahead of competitors.
Local SEO is the same as national SEO: Myth
This is our first myth of the article and couldn’t be farther from real local SEO facts. While the principle of local SEO and national SEO are the same, optimise your site for your potential customers, they are different practices. Your keyword research and the implementation of it need to be mindful of your region, city or town.
The UK is not a homogenous mass of people; there are many differences in how we live and look for services and products. You need to use local knowledge, language and temperament to build an SEO strategy that works for your target audience. While this can be a tricky balancing act for nationally available businesses on a regional basis, local SEO must be part of your strategy if you are hoping to attract regional clientele.
Mobile optimisation is vital to local SEO: Fact
This is the most crucial of the local SEO facts. Mobile optimisations are vital for your business. The majority of local-related search terms are conducted on mobile. This is because most people will use their mobile to find information in the area while out and about. From finding the nearest pub while on holiday to finding an emergency tire repair for your car, mobile search is vital for directed local traffic and footfall.
No one shops locally anymore: myth
As we said in one of the above sections, shopping locally is still a priority for many shoppers. However, the most significant issues stopping shoppers from going to a nearby shop are convenience, price and knowing that it’s there in the first place. So it would be best to put the work in to let your neighbours know you are there for them. Local SEO will ensure that your presence is there digitally, but social media, email marketing and good old fashion leafleting are great options for your shop, eatery or service business.
Invest in a local SEO strategy
If you’re a Sheffield or South Yorkshire business and need local SEO facts not myths, consider Middleton Marketing. I’m a freelance SEO specialist, living and working in Sheffield for the past nine years. I’ve lived in Yorkshire all my life and love working with local small businesses looking to thrive. Learn more about why you might want to choose a local SEO freelancer for your business, or read more about my experience and expertise on my About Page. Need help to find what you’re looking for or have a question? Avoid the myths and only get local SEO facts.
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