Low Cost Local SEO That Works!

Low Cost SEO = Low Cost Search Engine OptimizationDo Leads Find You?

If your business is not doing Fundamental Local SEO then you are likely invisible to those leads searching for your product or service. SEO doesn’t have to be expensive and, so long as it’s well organized and executed, lower cost SEO programs can pay for themselves in a short period of time. Visibility starts with the fundamentals!

What Does A Fundamental Low Cost SEO Program Include?

  1. Keyword Research for Target Subjects
    – define the obvious target keywords and geographic radius of operations
    – research those keywords for activity, similar keywords and for how competitive they are
  2. Search Optimized Website Pages
    – apply keywords based upon the above to titles, URLs, headers, Meta tags
    – add alternative content using keywords in filenames and in Meta tags
    – add in page relevant anchor text links to other website pages
    – make google search console page submissions
    – plan on updating pages to maintain performance
    – Review and fix website for broken links, set up proper 404
  3. Google My Business Tools Setup, Verification and Optimization
    – get listings setup, verified, optimized and aligned with website via back- links
    – get Plus setup for posts and social activity back- links
    – set up search console and analytics, connect the two for consolidation of search data
    – if necessary, set up optimized YouTube Channel and embed optimized videos into appropriate website pages
  4. Claim, Verify and Optimize Top Search & Directory Listings
    – identify top listing sites, register listings
    – seek out all relevant national listings
    – seek out all locally relevant listings
    – align them all with website via back- links
  5. Plan in Place to Maximize Positive Client Reviews
    – identify satisfied clients and ask for their reviews
    – plan to help them when necessary, possibly with instructions
    – send follow up requests
    – setup alerts for all reviews in order to be informed
    – get informed on dealing with any negative reviews
  6. Measure!
    – setup reliable keywords ranking software, analyze
    – setup website traffic and search analytics software, analyze
    – setup off- website traffic and search analytics software, analyze
    – report on successes, report on action items where needed for improvement
    – have a plan for updating underperforming keywords and pages

 

It’s a lot of work, requires some experience and it must carry on month to month, but these items executed will bring greater and greater visibility to those businesses that commit to do it! Get in touch to discuss how a fundamental SEO program might support your business today! 


Measurement Determines What Is and Is Not Working

And once these signals are produced, it’s the analysis that determines whether or not existing efforts are enough to reach targets or goals and/ or if competition is such that other signals must be built into a program, such as: 

  • Blogging
  • Social Media Campaigns
  • Public Releases
  • Inbound Links Build Campaign
  • And more


Related Posts:
SEO: YOU CANNOT GROW TRAFFIC THAT YOU DO NOT MEASURE!

Related Services:
SEO Solutions

 

How “The Long Tail” Of Keyword Search Serves Your Visibility In The Search Engines

Web Design And Development | Kinetic KnowledgeThe Long Tail theory was developed by Chris Anderson in his Oct 2004 Wired Magazine article describing how the web might influence certain business & economic models. Anderson, Editor of Wired Magazine at the time, later authored his best selling book ‘The Long Tail’ to better detail the theory.

As it applies to content, blogging and better search engine optimization marketing – the idea with ‘The Long Tail’ is to be visible for as many near variations of one’s core subject focus as is possible. The proven theory being that, while a business may generate less search discovery per keyword variation [i.e. 3 Bedroom Condos For Sale in New York City] than it will for the most obvious & highly targeted keyword search phrases [i.e. New York City Condos ], due to competitive forces the collective impact of a broad set of keyword variations may easily exceed that of the most targeted. Better yet, the more varied (or long tail) a targeted search term is, the less competitive it is to be visible for. An SEO strategy focused on long tail keywords can be a good one so long as there is some traffic. Obviously, to target keywords that nobody is searching is mostly useless.

This is NOT meant to suggest a business should give up targeting the obvious searches [i.e. New York City Real Estate]. On the contrary, the point is based more on a potentially cost- effective approach to being visible in the search engines. Pursuing the most competitive search topics versus what is likely to be competition with the deepest pockets may simply be cost- prohibitive.

Research shows that people do search more specifically and so a cost- effective means to capture them can be broader ‘long tail’ keyword targeting. To demonstrate and support this ‘Long Tail’ theory, here is traffic analytics data drawn ( compiled originally in 2007 ) from a committed Vail CO Real Estate client that had great keyword indexing for both sought after and then also not so sought after targets. The firm focuses on being indexed for everything going on in its’ community as it relates to Real Estate. We examined one month of data to demonstrate ‘long tail’ search discovery success.

A. Total ‘Short Tail’ search discovery equaled 190/ 1,015 searches bringing new visitors to their website = 19%

      • Short Tail being the town’s name and state plus the words property, real estate, home or homes


B. Total Long Tail search discovery equaled 825/1,015= 81%

      • Long Tail being as many variations relating to obvious town searches as is possible

a.) different areas of the town were equal to 130 total search discovery variations
b.) condominium complexes equal to 299 total search discovery variations
c.) developments equal to 89 total search discovery variations
d.) clubs equal to 101 total search discovery variations
e.) restaurants and local business equal to 27 total search discovery variations
f.) listings or specific Street equal to 32 total search discovery variations
g.) developer equal to 56 total search discovery variations
h.) random/ miscellaneous equal to 91 total search discovery variations

Albeit anonymous, the data above demonstrates ‘Long Tail theory’ success based upon less targeted keyword variations amounting to 81% of the overall search traffic. We’d argue they are not only cost- effective marketers, but even better – they are capturing the most qualified eyeballs!

SEO: You Cannot Grow Traffic That You Do Not Measure!

Finding The Right Mix To Determine And Grow SEO Successfully

Not all search engine optimization (SEO) is the same! What’s needed depends on a company’s target (keywords) and its’ competition for those targets in a particular marketplace! SEO can include a large number of signals, but what’s the point of running a big expensive SEO campaign if it’s not all necessary? Logic would have that a target, for instance, ‘Mechanical Contractor Bergen County NJ’ as opposed to ‘Mechanical Contractor North America’ can be had with a smaller less costly effort?

And while the competition is never static, meaning search indexes and positions in them for target keywords is forever changing, why expend the effort if a certain set of signals is enough to get a business visible and driving leads? Ultimately, only measurement and analysis will determine what is and is not needed. 

What Should SEO Cost?

There’s a lot of work involved and that will have a cost, but there’s also a lot of confusion surrounding the cost of SEO; what’s necessary for a particular brand with specific targets and how much it should cost is all over the map and maybe it shouldn’t be. If a firm is going through the painstaking and costly process of recruiting inbound links from (identified as safe) websites, for instance, to better SEO its’ own website… then sure that can help. But the questions is, ‘is it necessary?’ For instance, with a locally targeted business in a trade where the active competition (for target keywords) is minimal do you need all of those signals to succeed? 

It’s why we recommend rolling out with a fundamental set of SEO signals, set some some realistic goals and start measuring the resulting data! Build fundamental on and off website signals in order to establish a presence and then begin to measure what can be accomplished. It takes time, sometimes a few months, but it’s possible that elaborate costly link- building and social media campaigns are not necessary. The fundamental signals may just work! It’s healthy to understand there is no guarantee and initial goals or targets may be unrealistic. It’s possible an initial effort will determine competition is active and more signals are indeed necessary. And that has a cost, but until there is a fundamental commitment, including measurement & analysis, no business is going to learn what will and will not work!


What Does A Fundamental SEO Program Include?

  1. Keyword Research For Target Subjects
  2. Search Optimized Website Pages
  3. Google My Business Tools Setup, Verification and Optimization
  4. Claimed And Optimized Top Search & Directory Listings
  5. Plan In Place To Maximize Positive Client Reviews 
  6. Reviewed Website For Broken Links and Proper 404
  7. Keyword Search Ranking Software Setup
  8. Traffic Analytics Setup
  9. Track, Measure and Analyze Data
  10. Allow Analysis To Determine Whether Or Not Existing Efforts Are Succeeding And/ Or Other Signals Must Be Built
    1. Blogging
    2. Social Media Campaigns
    3. Inbound Links Build Campaign
    4. And more

With SEO or any form of marketing & advertising there’s some risk and if we’re lucky a business will get it right out of the gates, but the value of resulting measurement will always get it closer to a desired result… or maybe growing that desired result even more. The theory always being, “you cannot grow what you do not measure!” 

What Search And Directory Listing Citations Do For Business

Listings = CitationsKinetic Knowledge Google Listing

Citations are simply a reference on other websites for your business information, including Name, Address, Phone Number ( = NAP info ), hours of operation, website URL link and, if the directory owner allows, other service related information. Search and directory listing providers happen to be business listing websites that 1) people visit, that 2) search engines crawl & index and 3) that help to search optimize a web presence.

What Listings Can Do For Your Business

A business with LOTS of accurate information- rich citations has a much better chance of being ranked high in Google local search results. Wait, what was that? People search and find business websites on Google, SO WHY would a business owner with a website bother chasing other citations? Or better yet, how many folks are really ever going to search, for instance, for Home Butop local organic seo signals ilder or Inspector on Topix.com, yellowpages.com or Yahoo.com?

Well, Google is a search engine (albeit it is also a business listings directory = citations provider) that is looking to satisfy the searchers’ interests in the best way possible. It needs to find and then compare the most relevant information available on any subject, including locally. When there are lots of accurate references to a particular business, especially when consistent with the website’s info, well that’s where citations shine. Logically, a business with plenty of consistent NAP citations on the web will have a far better chance of being ranked higher in Google local search results because those references support an overall competitive and consistent local presence. And how a detailed website, a YouTube channel, a Facebook page or a search | directory listing helps the next prospect to find a business doesn’t really matter – does it? Rounding out a web presence with lots of relevant search and directory listing citations (= your business information on other websites) supports an overall web presence in many ways, none more important than helping to make your business that much more locally relevant!

And while Google isn’t disclosing which listing sites they trust or value the most, you can certainly do a quick business specific search and draw your own conclusions. Many of the ‘search and directory site listings’ for that business are going to be there!

What You Need To Know About Listings

top local map pack seo signalsBut who has the time to register, and manage a verify- process then go through a per directory learning curve for options in order to get a complete set of listings? Who has the time to update them, for instance, when a phone number changes? It’s even more challenging when you consider that no one knows which citations truly matter to Google, so where is time invested best spent?

It’s where a search & directory listings citation service shines! Its also a quick easy way to build some back- links safely, without running the risk of raising red- flags. And while Google doesn’t necessarily count all listing back- links, its algorithm certainly does count some!

Our Listing Citation Service Benefits

For some, the management support for listings/citations is welcomed support, so that a person can focus on your business. We can add a businesses information to most all of the large meaningful search & directory listings sites so that it will not only have the benefit of multiple quality business citations and a better competitive set of signals needed for higher Search Rankings, but potentially more leads and customers. Check out our search & directory listings service, which can add that all PLUS a great deal more for your marketing mix:  https://www.kineticknowledge.com/search-directory-listings-management-plan/