The digital marketing world is dynamic and nothing ever remains the same for long. Take local SERPs for instance. It seems that every time you search for a local business nowadays, something in the SERPs is different.
This might seem frustrating and bewildering to some but as a digital marketer, it reminds me to constantly find ways to stay ahead of the changes. After all, my clients rely on me to plan successful marketing campaigns that give their businesses an edge over others.
One of the best ways to deal with fast-changing local SERPs is to come up with a comprehensive marketing plan that unifies SEM and SEO towards a common goal without relying too much on one channel.
How Local SERP has Changed
Before getting into how to create a unified strategy let’s recap some of the recent changes that have affected local SERs.
A huge one is the expansion of Google’s LSAs which has resulted in the disruption of paid search metrics as well as organic traffic. Another disruptor is the rise of zero-click search results. This means that when dealing with local clients, you should shift from only building organic visibility to also looking at how to increase brand presence online and offline to attract more customers.
Creating a Unified Local SERP Strategy
- In order to create a unified local SERP strategy, you start by evaluating your client’s needs. For instance, are they already established and looking to attract new customers or are they new on the scene and want a sustainable strategy to drive business growth?
- After identifying their needs, you need to research how their typical targeted customers find them. This can include optimizing their GMB listing, coming up with a mobile friendly website, working on their online reputation, local link building, etc.
- Next, you’ll need to integrate their local and organic visibility data into their paid search strategy. Here you might have to utilize PPC to supplement your client’s visibility especially in places or zip codes where they don’t have much organic reach.
- After that, you need to work on your client’s remarketing and retargeting strategy because this can help you reach a wider pool of customers, especially those who previously visited your client’s website but didn’t make any purchase or enquires immediately. Drawing in such visitors can greatly widen the business customer base.
Improve and Grow your Business Today
Any business that wants to grow, expand and improve its reach cannot afford to ignore local SERPs.
I have worked with several clients over the years and my goal is always to provide them with the best opportunities to secure leads, grow their brand and impress their customers.
I can do the same for you.
Schedule a consultation today and we can work together to find ways to improve your business.