LOYALTY TO LOCALITY

Local Consumer Marketplace Online

local search

Google Search: Bergen County NJ Mold Inspection

 

In today’s world convenience is everything. Most people prefer easy, reliable access to goods and services. Everybody wants everything simple, and yesterday! It is in a marketer’s best interest to appeal to consumers in a local vicinity. These are the consumers who seek out a business time and again due to its close proximity.

The local consumer needs professional medical & legal assistance, home inspections, new pools and driveways. The marketer visible to them online, as a convenient local solution, will reap the benefits! A healthy local word-of-mouth reputation certainly helps, but there’s a BIG local market of consumers that can’t solely rely on friends or family. They search and they network online, and local internet marketing is the means to capture a share of that GIANT local market! The question is how?

 

Local Marketing Solutions

 

There are lots of different online marketing solutions, some based upon goals and others on budget. Local marketing tools might include:

1. SEO: Search Engine Optimization is vague because there are no rules, it changes and what it entails is rarely apples to apples. There are fundamentals that must be in place and then competition will determine what, if anything else, is necessary. Done correctly, SEO can be the most cost-effective solution.  Visibility from SEO is more organic than advertising, which means it is not only what a discerning consumer trusts but never an interruption. The traffic it brings is qualified! Qualified meaning, that they are already looking for the product or service, whereas advertising is mostly interrupting some other pursuit. Locally targeted SEO must be attuned to towns, counties and the modern ways people search (i.e. physical therapy ‘near me’).

2. Mobile Friendly Website Content: According to Google, “mobile friendly” website content is a local necessity. People want things now, they search on their phones and search engine indexes favor content that sizes to a small screen based upon standards. Again this depends on where the competition is, but sooner or later a marketer will need to accept the fact that these standards matter. And nothing trumps the content itself, it’s either useful to a consumer or it’s not. A marketer must ask herself, is my content worthy of a consumer’s trust?

3. Social Media Network Advertising: Social networks like Facebook and Instagram have reliable targeting, so ads can be laser-targeted to the people getting online within a local radius. What’s more, there’s an ability to reach them writing this radius based upon likes, dislikes and interests. Per the above advertising is an interruption and it leaves no footprint in place, but while it lacks long term value it outperforms when the need is immediate!

4. Local Traditional Media: Local newspapers and directory listing sites can be good promotion tools. Listings can be covered in a Fundamental SEO program, but if broken out they are still potentially useful. And local newspapers have retained their impact, if only because they are focused vetted sources of local information.

5. Reviews: While they are not in the control of the business, reviews and a plan for getting them is important. Consumers appreciate finding reviews, so a business must pursue happy clients & customers for good reviews.

6. Search and Directory Listings:  While reviews stem from listings they can also be discovered for local information about a product or service a consumer wants.  It’s very important that name, address, phone, hours of operation, etc. be completely consistent from listing to listing to website.

While these are basic local marketing options, to be really competitive blogging, video content, links from trusted industry organizations, sponsoring local events can all help increase local visibility.

 

Local Marketing Firm

 

Kinetic Knowledge is well aware of these dynamics. We offer a long list of marketing & advertising services for those with a local need. Here’s more on us:

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Geo- Targeted Content And Local Authority!

Content for New Jersey Business Owners

Geo Targeted Business Owners 

 

Content is the cornerstone of any competitive web presence. The goal must always be useful information that discerning potential buyers will appreciate. Useful information that demonstrates authority to a search engine will simultaneously support a visiblity- connection to those same potential buyers – when they search. For MOST business owners that authority is neither worldwide nor national, but local to a particular geographic area. And so for the locally targeted business owner, using geography in content – matters!

Consumers often search for answers on what they need or want AND where they wish to get it (i.e. Sacramento CA Blacktop Contractor). For the business owner who diligently creates locally specific content signals & pathways, the reward can be the most qualified website traffic, leads and new business!

Geo- Targeted Content

Defining one’s authority for service in particular towns and/or counties, maybe a page dedicated to the subject of “Home Builder Bergen County NJ”, is a method for appealing to a searching homeowner who happens to live in that county. These pages should represent the major towns or counties the business serves and they should certainly define a body of knowledge or experience for that given town and/ or county.

There are also going to be best types of content for a business serving consumers in a particular geography. For instance, a home builder has a better reason for photographic content than maybe a home inspection services company, but the latter shouldn’t rule out the use of imagery. To detail potentially harmful and safe forms of mold common to a local area using imagery is likely something homeowners in that local area are looking into. Local details in content can easily be the difference in converting a local buyer.

Local Business Authority And Geo- Targeted Content !

The chance of competing for visibility in search engine results pages begins with content. And properly executed Geo- targeted content can be a successful competitive strategy for business owners concerned with a particular radius of operation! Think not only about what you are authoritative for, but where and if SEO Services can help. Contact Kinetic Knowledge for a consultation today!

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Does A Keyword Domain Translate To Better SEO?

Does A Keyword Domain Translate To Any SEO?

“Will a domain (i.e. ColoradoPaving.com) make my company more visible in search results than my competition?” It’s a common question and it’s based upon an uninformed view of how & why search works. Search engines, including and especially Google, have a sincere interest in satisfying every single person that searches. The reason is simple: we expect Google to give us the best answers available on the entire world wide web when we search. If not and consumers stopped visiting Google then its’ advertising business, which counts on 1 in every 10 visitors to click and Ad’, would fail. If their advertising business failed they might cease to exist.

Google, obviously, does not wish to fail. It must rely on finding then providing the best answers possible to keep people searching and, if so, their advertising business can work. Google can never simply rank a ‘keyword domain name’ high when serving results up for a search. Unless a website located at that keyword domain (i.e. NJLawyer.com) offers some of the best answers to a search how could it possibly satisfy the consumers, needs?

 


Focus On Answers & Information, Never A Domain! 

In fact a business can certainly succeed without a keyword based domain. It is a web presence, based upon the merit of its’ content, that succeeds. According to Matt Cutts (video above) a keyword based domain can matter, but not unless many other factors are in play. So while he admits the Google algorithm may place some weight [e.g. maybe it is 1 of 200+ ranking signals] on a keyword domain when ranking competitive websites & pages he also explains: 

  1. While it may support rank some, there is no guarantee it will even be used as a competitive signal. The goal is always to rank a website and its’ pages based upon the content. Rank uses popularity/ measured use of the content, relevant back-links to it, social references and so much more. 
  2. While a domain is highly brand- able and not necessarily always keyword based, (i.e. Yahoo, Amazon, etc.), it is always the content and measure- able reaction to it that separates a ‘keyword domain’ from a random one in search results. 


So if you have a good keyword based domain – use it!, BUT place the effort and focus on building a website that consistently delivers content good enough to get measurable interest from people looking for good answers!

Post re- published form its original date: 08 / 01 / 2011 

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Top Keyword Tactics For Better Ranking Website Pages

On Page Keyword Use Tactics For Better Page Rank

Keyword Use Factors Page RankThese are the most important keyword- use tactics for improving the Search Engine Rank of your website pages:

1. Keywords in a Page Title Tag

By leveraging targeted keywords (or key phrases) in a page’s meta title tag you may improve page rank for the page 

2. Keywords in a Page’s Text

By using targeted keywords and phrases throughout the text of the page, albeit NEVER keyword stuff, you may improve page rank for that page

3. Relationship of a Page’s Text/ Content to its Keyword Emphasis

By leveraging useful informative content in a page that supports it’s targeted keywords (or key phrases) we should be able to improve page rank, or better yet Google’s algorithms looks for copy in support of a subject focus in order to decide if the page is truly useful to a human being

4. Keyword Use in a Page’s H1 Tag

By leveraging a page’s primary header or H1 tag (see above H1: ‘On Page Keyword Use Tactics For Better Page Rank’ ) in support of targeted keywords you may improve page rank for that page

5. Keyword Use in a Domain Name

Leveraging targeted keywords in the actual domain name may improve page rank, BUT (important!) this signal only works in support of and takes a back seat to all of the above & what follows in content

6. Keyword Use in a Page’s URL

Leveraging targeted keywords in the web pages URL may improve page rank for the page

7. Keyword Use in H2, H3 Tags

Leveraging secondary header H2, H3 tags in support of a page’s targeted keywords may improve page rank for the page

8. Keyword Use in Picture Image Alt Tags and Titles

Using target keywords inside the image ‘alt HTML tags’ as well as image file name (i.e. SeagirtNJHome.jpg) may improve page rank for the pages that contain them

Google, for instance, doesn’t always crawl everything on a page. Search Engine crawling itself can be influenced by several different factors, so be diligent on all of the above! Any one tactic can easily be the difference for when and if that qualified lead finds you! For more ‘search engine optimization’ tips keep an eye on our Blog. 

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