It is important that you focus on ROI instead of rankings when developing a local SEO strategy. Sure, #1 rankings for local keywords will deliver website visits and location visits and phone calls, but they do not always guarantee revenue. Number one rankings alone aren’t going to keep a local businesses door open, and for that reason the ROI needs to be a major focal point when developing and optimizing your local SEO plan. Here are some steps you should take to make sure that the local SEO plan your are building will result in revenue and ultimately a ROI for the business.
Think outside of the obvious keywords
There are going to be blatantly obvious keywords that a business will want to rank for. For example, a dentist in Denver, Colorado would want to rank on top when a local consumer typed, “Denver dentist” into the search engine. That is common sense, but it is a keyword that every single dentist in the Denver and surrounding area is going to be going after. This makes it a very competitive keyword that will cost a lot of time and money to rank for. SEO is not an overnight success, but it is possible to locate some less competitive keywords and rank for them to bring in some business while you work on ranking the more difficult terms.
Why not rank for some terms such as “Denver teeth cleaning” in the beginning. With some proper keyword research it is possible to discover some real gems that you can rank for faster and use to start driving revenue. Immediately going after the difficult keywords will result in a lot of money spent and little to no return in the beginning. Some businesses are fine with this and have a large budget dedicated to achieving those top rankings, but the majority of small businesses do not have that kind of budget.
Measure everything you can
You will stand the best chance of growing your local SEO campaign if you know exactly what is working and what isn’t. This allows you to scale up the successful parts of the campaign and remove the parts that are performing poorly. Using Google Analytics and setting goals is a great way to provide yourself with valuable data that can help you further optimize the effort. Use conversion pixels and call tracking to show you where every conversion originates from.
Track ranking gains vs revenue and conversion increases
You need to know how much of an improvement a single position jump means for your business when you get in the top five. If you notice that a jump to #3 from the #5 position resulted in a significant increase in conversions and revenue then you know it is worth putting more effort and money into pushing that keyword to the top even more. If you notice that some keywords are producing the same as they move up then you may want to work on maintaining those rankings rather then pushing them up. Knowing what keywords you need to put the most effort into can really change the ROI.
These are just a few tips to help you make sure that you approach your local SEO plan the correct way. Having a plan and sticking to it is vital for a campaign to have a chance of being successful.
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