If you run a small business, you know that SEO in general can be difficult. You have to compete with the big boys, many of which have massive marketing budgets that allow them to dominate the top results in Google search rankings.
Local SEO, however, can be even more challenging for small companies. While the competition is less fierce, you often have to take the precision of your online marketing game up a notch. It’s not enough to spam customers with random keywords related to your content: you have to be deliberate and specific – and that isn’t easy.
In this post, we’re going to take a look at why local SEO is hard and how local SEO help in NJ can help.
Google Prefers Big Brands To Small Enterprises
Strictly speaking, it is not true that Google itself prefers big brands. By and large, it couldn’t care less about the size of the companies behind the pages in its search results. Users, however, like big brands, and so Google preferentially serves them up for specific keywords.
Suppose, for instance, you operate a local car mechanic business in NJ, and you’re trying to attract residents of the state. Prospective customers might type something like “car mechanics in New Jersey” into the search box when they’re looking for services like yours in the area. Rightly or wrongly, Google will show them the national, well-known car mechanic brands in your area first, leaving you for the bottom of the page or worse. Customers know big brands better, so Google puts them ahead of you in results. It’s nothing personal.
Local SEO Priorities Change All The Time
While the world of general SEO is continuously on the move, local SEO always seems to change more rapidly. Partly this has to do with the emergence of mobile devices. Today, people can search for nearby products and services on the go. These changes mean that local companies continually have to make sure that they provide data to search engines so that they can integrate them into all their “quality-of-life” services.
Customers searching for nearby restaurants, for instance, expect local firms to appear on their map apps. They also want them to have filled out crucial information about their services, such as opening hours and pricing.
Firms that don’t keep up to date with all these tools and features risk being left behind. More proactive competitors will take advantage of these differences in online presence to promote their services instead.
Local SEO Budgets Are Small
SEO pays off tremendously in the long term, but getting to the point where you’re generating positive returns can be a long slog, especially if you have a small budget.
The key to a successful SEO campaign is to create the content and links that make your site popular. Doing that, however, requires an enormous expenditure of time and effort. Not only do you have to have a comprehensive strategy in place, but also the resources to keep it running until you see the rewards. It’s not for the faint of heart.
If you have a small SEO budget, you have to use it wisely. This is why so many firms choose to get local SEO help in NJ. Instead of relying on intuition, they seek out the advice of professionals who can direct their campaigns optimally. A small budget is a disadvantage in the world of SEO, but with an intelligent strategy, miracles can happen. Even firms with only a few thousand dollars to spare can achieve profound results.
Shopping Locally Is Dying
Whether you like it or not, consumer habits are changing. People are no longer going to local businesses for the goods and services that they need. Instead, they’re firing up the internet to see whether they can find cheaper deals online, and, often, they can!
Businesses that offer their services locally, therefore, have seen a drop in traffic. Large-scale trends are making it more challenging than ever to attract local people to physical premises to purchase goods or buy services.
The good news is that for some businesses, there is no substitute for local consumption. Hairdressers, for instance, are safe. But it does highlight an important issue that few SEOs are willing to acknowledge: the market for local SEO is shrinking.
Local SEO is hard and getting harder, but it can still add value to your business if you get it right. The trick is to choose professionals in your area who understand the shifting landscape and how to use it to your advantage. Third-party agencies often offer better value than anything you could provide in-house.