More often than not, when a local search campaign is ineffective, there’s something wrong with the strategy as opposed to the practice itself. To be frank, most businesses have no idea what they’re doing when it comes to local search.
Take a look at your campaign and see if you’ve covered all the bases. Ask yourself the following questions:
- Is your content good and relevant?
- Do you have customer personas?
- Is your data accurate and current?
Most businesses are missing one of these three elements in their local search campaigns. But the problem isn’t necessary with this void, but rather with their outlook on the practice.
What’s wrong with a non-holistic approach?
If you don’t approach local search holistically, then you’re doing it wrong. A recent Search Engine Land article explains what happens when this is the case:
“Businesses have a tremendous opportunity to power their content strategies with tools and technologies. Less than 40 percent of brands told Forrester that they use their search marketing agencies to create content. And yet, compelling content, combined with accurate data and elegant user experiences, is key to converting searchers into customers.”
Local search isn’t just about being good at one particular aspect. You need a holistic strategy that covers all the essentials. In the context of the article, that means producing content that’s not just engaging, but also backed by relevant data and targeted to your prospective customers.
Pulling it all together
For most businesses, taking a holistic approach more or less means coming up with a completely different strategy. If you’ve made good progress, then it’s possible to keep what you have while still shifting in a new direction. The important thing is that you start blending all the elements together to come up with a holistic strategy as opposed to a combination of disjointed factors.
To talk more about local search, or anything else, contact us today.