Local Search Marketing | Orange County, CA – Your ability to find new clientele for your small business from local search is dependent upon a sound content marketing and SEO strategy, one that follows several actions in an ethical and consistent manner. Many local business people in Orange County, CA tend to purchase inexpensive and canned marketing services. In fact, it is the same marketing services that are also being sold to their competitors. My advice to business people is to practice due diligence in handing off one of your most important business processes: Marketing. Without effective local search marketing being conducted as a primary strategy, you are leaving potentially hundreds of thousands of dollars in annual revenue on your competitor’s table.

The Importance of Local Search Marketing in Orange County

As you know, marketing your business in Orange County, CA means that you are in a highly competitive business environment. Having personally mentored and coached hundreds of small business owners on how to market their services and products, I have put together these “top tips” on how you can rapidly dominate in local search marketing.

1. Research. It is crucial to conduct research to locate your best geo-specific long tail key words. Versus trying to rank for “best florist”, you will have much more success in rank for “best floral arrangements Los Angeles” and other similar longtail keywords and phrases. Moreover you want to keep abreast of local trends, ethnics and your consumer’s needs that one can market to in a profitable manner. It is smart to hire a professional SEO expert, like myself, on conducting this research for you, if you find this type of research too technical for yourself. By conducting market research, you will easily become a better business person as so many businesses omit this vital step in their business and marketing activities. Per the SBA,

“To run a successful business, you need to learn about your customers, your competitors and your industry. Market research is the process of analyzing data to help you understand which products and services are in demand, and how to be competitive. Market research can also provide valuable insight to help you:

  • Reduce business risks
  • Spot current and upcoming problems in your industry
  • Identify sales opportunities”

2. Surround. You must surround these keywords, as well as your customer’s needs, with all types of content (blogs, videos, dedicated pages, etc.). Your content must be contextual to your crowd, as well as the channels in which the content is going to be shared on. The content you create for a business blog would be much different than the content that you would post on Instagram. In other words, you need create the content that is appropriate for your target audience. Moreover, content will vary based on the channels that they use to reach people. You will have to create different types of content suitable to the audience and the channels that they utilize to find content. Here is some great advice from Search Engine Watch:

“But as we’ve seen, long-tail keywords usually result in a higher conversion rate. So, I’d argue that a better strategy than getting ranked number 1 for a difficult keyword is to rank number 1 for 100 long-tail keywords. In most cases, you’ll have happier, higher-converting visitors, a lower bounce rate, and better time-on-page metrics.

“Additionally, at the long-tail keyword level, your competitors are less likely to have professional prowess behind their efforts. In many cases, they’ll be ranking for these long-tail keywords without even knowing it. Needless to say, this creates opportunity for you to cherry pick these top spots”

3. Local links. Building local links to your website will strengthen your signals for all the major search engines. Not all links are the same and this is why you should actively nurture links from fellow local websites. This will help your website to indicate to the search engines that you are a local business as well. Links from fellow geo-specific organizations allows Google to know that you are active and relative within your own area. Here are some great places to proactively build your local links from:

  • Most schools and universities give links on their websites to contributors. For a donation of $50 or more, you can not only help local charities, but generate local links to your business website.
  • Comment on local blogs. Be sure to add your website in the correct space.
  • Guest blog on local blogs. These position you as a leader and give you links.
  • Exchange links with local business partners and those that you network with.
  • Use Yext to build all your citation sites. (Yelp, Manta, Foursquare, Citymaps, etc.)

“Every link building campaign should take into consideration the business, their unique value, their brand, their niche, their audience, and their business goals. Every campaign should be customized to suit the client. And every campaign should include a multitude of tactics that have the potential for real, relevant links.

“Placing all your eggs in one basket is a shortcut. Using a single powerful tactic to scale your link building efforts is a shortcut. And Google’s working hard and efficiently to end shortcuts within SEO.” – Jon Ball

4. Reviews. Be attentive in generating reviews in an ethical and professional manner. Your Google, Yelp and CitySearch (to mention a few) listings should contain many positive reviews as a clear marker that you are a legitimate business in your city and county. These review based sites not only rank very high themselves within local searches, but these reviews add credibility and powerful links to your overall website in the eyes of the big search engines. I have one client that has a great method for generating more reviews on Yelp. When people are completely pleased with her services, she politely asks them, “Would you be so kind to share your happiness on Yelp?”

“Research shows that online reviews strongly influence buying behavior, with nearly half of American consumers stating that they are more likely to visit a business after reading a positive online review. That makes review websites such as Yelp, Google Places, and Citysearch online archives of consumer opinions on how a business compares to similar shops.” – Mashable 

5. Share. You need to build local followers with social media. Versus trying to build all social channels, stay focused on the ones that make sense to your audience. A florist should be all over Instagram and Pinterest. A dentist should be on Facebook and possibly Twitter. Your pages and posts should be leveraging local people, local hashtags and the shares of your links to even more people within your area. A common solution I offer to “Social Media Overwhelm” is to tell people to find the one social channel that makes the most sense to their audience and business, and then become good at it. By becoming really good at one thing, you will make more progress than you would by being unprofessional and confused on many social media channels.

“Whether you love or hate social media sites like Facebook and Twitter, you have no choice but to use them. Social sites, especially Google Plus, impact your search engine rankings.” – Quicksprout.com 

6. Build your email list. Email is still one of the most effective ways to share content to drive local people back to your website and to your business. Having people come back to your website, over and over, gives Google the signal that many people enjoy and value the content on your website. Email is a powerful way to share content and increase website visits. For less than $50 per month, you can find professional email services that allow you to send out attractive emails to all your contacts. Here are some interesting stats concerning the power of email marketing:

  • For every $1 spent on email marketing, the average return is $44.25.(Source: emailexpert)
  • When marketed through email, consumers spend 138% more than people who don’t receive email offers. (Source: Convince and Convert
  • On a daily basis, US consumers interact with about 11 brands through email, compared to ~9 brands via Facebook, and ~8 brands via Twitter. (Source:EmailStatCenter.com
  • A recent study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter. (Source: McKinsey & Company
  • When asked which medium consumers would like to receive updates from, 90% preferred an email newsletter, while only 10% chose Facebook. (Source: Nielsen Norman Group)
  • Email conversion rates are three times higher than social media, with a 17% higher value in the conversion. (Source: McKinsey & Company
  • 72% of consumers sign up for emails because they want to get discounts,but only 8.2% sign up because they love the brand. (Source: BlueHornet)
  • 48% of consumers say that they prefer to communicate with brands via email. (Source: Direct Marketing News)

7. Consistency. Unfortunately, most companies will follow the above steps for only a short period of time. Too often, business people and entrepreneurs become disillusioned on how fast they feel all of this marketing activity should result in ROI. And this is a major reason why 80% of small businesses never make it past their 5th anniversary as a company. If you are consistent with the above actions, the search engines will note this and eventually rank your website and its content higher in local search. One the most effective methods to create content on a consistent basis is via blogging. If you do not have the time to blog, you can hire retired writers or those college students that are currently studying to be a writer. There are plenty of people who could write 400-500 word articles for your blog for as low as $50.00 an article. Blogging is an excellent way to rank your website for local search terms.

“Companies with blogs typically receive 97% more leads than companies without blogs. The reason for that is that content rich sites tend to get more back links and social traffic, which helps them generate more traffic overall.” – Quicksprout.com

My Services: Local Search Marketing Orange County

Local Search – With local search marketing and optimization, your website appears when local consumers are online looking for your type of business. If your business relies on local customers and local clients, then local SEO is a critical marketing tool for you. I have been helping small business owners, entrepreneurs, doctors, accountants and other types of professionals to generate some of their best clientele through the sales and marketing strategies that I have developed for them.

Search Engine Optimization – You need to present and feature your website in front of the very people who are looking for the product and services that your business offers. When they search for your products and services, then let’s ensure that it is your website that appears at the top of those search engines.

Social Media Marketing & Management (SMM) – SMM is customer service, marketing, branding, community management, and customer satisfaction all contained into one activity. When leveraged correctly, this is a profitable opportunity to learn about your business’s strengths and weakness through the eyes of the consumer. I can help you develop and maintain your social media action plan.

Online Content– Creating quality content for your website and blog often seems easier than it is, until you realized months have past and nothing has been written or updated.  If you cannot create your own content, then I can help you to develop the strategy and resources to develop the very content that will attract and excite your target audiences, thus generating more new clientele and higher revenue for your business.

The struggle that too many business professionals and entrepreneurs suffer within sales and marketing is easy to locate. Many have confusions or uncertainties on how to put various tactics into action, aligned along an overall strategy for their business. The result is quite often a disjointed and ineffective mess that leads companies, large and small, to question the return on investment from their marketing efforts and expenditures. I can bring clarity and direction where there was once confusion and frustration.

Reputation Management – Reputation Management is managing your business so it is known and seen online in a favorable manner. Ideally your business will be known for the positive qualities of its products and services. You must have an online marketing strategy to be at the top of local search results. Reviews, a FAQs page and showcasing case studies are just some of the most effective ways to generate higher results in local search, as well as reassure people that you are the right business to turn to for their needs.

When internet marketing is done right, it creates a strong web presence and gets your website in front of the right people, the ones who are looking for the very thing your business offers.

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