How Local SEO Fits In With What You’re Already Doing
Posted by MiriamEllis
You own, work for, or market a business, but you don’t think of yourself as a Local SEO.
That’s okay. The forces of history have, in fact, conspired in some weird ways to make local search seem like an island unto itself. Out there, beyond the horizon, there may be technicians puzzling out NAP, citations, owner responses, duplicate listings, store locator widgets and the like, but it doesn’t seem like they’re talking about your job at all.
And that’s the problem.
If I could offer you a seat in my kayak, I’d paddle us over to that misty isle, and we’d go ashore. After we’d walked around a bit, talking to the locals, it would hit you that the language barrier you’d once perceived is a mere illusion, as is the distance between you.
By sunset — whoa! Look around again. This is no island. You and the Local SEOs are all mainlanders, reaching towards identical goals of customer acquisition, service, and retention via an exceedingly enriched and enriching skill set. You can use it all.
Before I paddle off into the darkness, under the rising stars, I’d like to leave you a chart that plots out how Local SEO fits in with everything you’ve been doing all along.
The roots of the divide
Why is Local SEO often treated as separate from the rest of marketing? We can narrow this down to three contributing factors:
1) Early separation of the local and organic algos
Google’s early-days local product was governed by an algorithm that was much more distinct from their organic algorithm than it is today. It was once extremely common, for example, for businesses without websites to rank well locally. This didn’t do much to form clear bridges between the offline, organic, and local marketing worlds. But, then came Google’s Pigeon Update in 2013, which signaled Google’s stated intention of deeply tying the two algorithms together.
This should ultimately impact the way industry publications, SaaS companies, and agencies present local as an extension of organic SEO, but we’re not quite there yet. I continue to encounter examples of large companies which are doing an amazing job with their website strategies, their e-commerce solutions and their paid outreach, but which are only now taking their first steps into local listings management for their hundreds of physical locations. It’s not that they’re late to the party — it’s just that they’ve only recently begun to realize what a large party their customers are having with their brands’ location data layers on the web.
2) Inheriting the paid vs. organic dichotomy
Local SEO has experienced the same lack-of-adoption/awareness as organic SEO. Agencies have long fought the uphill battle against a lopsided dependence on paid advertising. This phenomenon is highlighted by historic stats like these showing brands investing some $10 million in PPC vs. $1 million in SEO, despite studies like this one which show PPC earning less than 10% of clicks in search.
My take on this is that the transition from traditional offline paid advertising to its online analog was initially easier for many brands to get their heads around. And there have been ongoing challenges in proving direct ROI from SEO …
You can read the full article at Moz Bloghttp://seopti.com/how-local-seo-fits-in-with-what-yoursquore-already-doing/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ