The evolution of modern marketing has placed a great deal of emphasis on new techniques like social media marketing and content marketing. As important as these tools undoubtedly are to a company’s marketing portfolio, the ultimate power for how to attract customers online lies in the search engines.
Today’s customer doesn’t want to look in their local phone book and take a chance on a random company. They want to do their homework and find the right place before they ever pick up a phone or step foot in a store. That’s why search engines are so important. The higher you rank in the eyes of search engines, the easier it will be for people to find your company - and the more likely those people will be to consider what you have to offer.
Search engine optimization (SEO) doesn’t just help you out online. A prominent ranking on Google takes you a long way in the offline world as well. More than three out of every four local-based mobile searches results in a purchase being made in a brick-and-mortar store location. What’s more, nearly half of all Google searches are dedicated to local businesses. Needless to say, it’s in your best interest to ensure that your search engine marketing is on point.
What Keywords Should You Target
The most important part of SEO marketing is figuring out what keywords to target - in other words, identifying the specific phrases that you want to lead to your site. This is trickier than it looks because most of the more obvious keywords are already taken. You couldn’t write your website around “hamburgers”, for instance, because there’s a McDonald’s within five blocks that’s already doing the same thing.
Time To Get Creative
What you can do, though, is get creative. Instead of using a basic keyword, try to find something unique you can target. Using the “hamburger” example once again, you might use a certain burger that’s on your menu, or tying burgers to another competitive advantage, such as late hours or low prices.
Your best bet, though, is to use keywords that focus on your location. As stated earlier, local SEO is where you’ll really stand out in search engine marketing. Phrases like “burgers near me” or “hamburger (location)” will put your site directly in a position to be found by someone searching for one of those keywords. From there, it’s all about using your site to sell people on giving your business a try.