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Blog items tagged with "search-marketing"

The Value of Local SEO for Your Peoria Marketing Strategy

According to Google, 97% of customers search online to find local businesses in their neighborhoods and communities. For local businesses in Peoria, this means growing your online presence is more important now, than ever before. Local Search Results

One way of doing this is by implementing a local SEO in your Peoria marketing strategy. Since anything and everything can be found online, competition (even in Peoria, IL) is tough, and will only continue to increase as time goes on. This is why a local SEO strategy is massive game changer for small to medium sized businesses.

As a local business in Peoria, your marketing budget might not be that great. But given the ambiguity and lack of analytics offered by traditional forms of marketing and advertising, SEO is no brainer. At as little as a few hundred dollars per month, you can increase your business's search engine rankings and start experiencing an influx of web traffic. In addition, you'll be able to track and assess how the SEO strategy is working, and thus calculate the true ROI of your expenditure.

Drive Local, In-market Traffic to Your Site

Local SEO drives relevant, in-market traffic to your website, which could easily turn into paying customers. Because search engine users who search local or geo-modified keywords (like "dry cleaners in Peoria,") they are often seeking an immediate solutions to their needs. Being on the top of page 1 in Google's search results will help to drive those leads to your local business.

Consumers use the Internet to find items such as appliances, services, restaurants and more, right in their local neighborhoods. For example, it would benefit a local custom cabinet-maker in Peoria to focus their marketing efforts on local SEO in Peoria, and optimize their website accordingly. If someone is searching online for custom cabinets in Peoria, search engines will provide the most relevant and authoritative websites. The local custom cabinet maker can make their presence known with the right approach to local SEO.

Integrating Local SEO in Your Marketing Plan

The local search feature will populate businesses meeting the specific search criteria. This allows the customer to choose from a number of businesses in their community, instead of selecting a business located several miles away. As you see, a local marketing strategy not only benefits businesses by ensuring they show up in local search results, it benefits the consumer by returning the most relevant search results first.

Aside from the obvious benefits of driving targeted traffic to your website with a local marketing strategy, another perk is mobile users can easily find your business while on the go and conveniently get your business phone number & directions. Also a local marketing strategy creates a customized search experience which improves the customer search experience.

By optimizing your website for your city and surrounding areas, you give your business an edge over local competitors, get more quality leads and create authority within your community.  When done correctly using the right resources, optimizing your business website for local SEO in Peoria brings added value to your business and should be part of any solid website optimization plan.

3 Tips for Doing Keyword Research

If you have spawned an interest, need, or aspiration for search marketing, you'll soon learn that keyword research is an integral aspect to building a solid campaign. One of the best tools to start your keyword research is the Google AdWords Keyword Tool. And although the Keyword Tool appears easy to use, there are a few things that you most certainly need to know to get the best results.

Whether for SEO or PPC advertising, successful keyword research is the foundation for any search marketing campaign. In this post, I will share with you three tips to help ignite your research in the right direction.

Learning the 3 Match Types

An important part of doing keyword research is understanding the three keyword match types. The names of these three match types are Broad, Exact, and Phrase match. Although the basis for each match type is for PPC keyword bidding, learning the differences between each match type is critical for SEO.

For instance, observe my example below for research for "marble cleaner" keywords. Each match type (which can be filtered in the left-hand navigation of the Keyword Tool) is shown for the keyword "marble cleaner;" however, different search volumes are shown for each match type.

 

The reason for this variation in search volume is best denoted by defining each match type:

  • [marble cleaner] (exact match) - search volumes represent only the two-word phrase marble cleaner, and that is all
  • "marble cleaner" (phrase match) - search volumes include exact match, as well as long-tail variations (e.g. best marble cleaner, marble cleaner for counter tops, marble cleaner reviews)
  • marble cleaner (broad match) - search volumes include any keyword search that includes similar semantics (e.g. how to get marble its cleanest, cleaning marble, marble floor cleaners)

As you can see, the broad and phrase match types for marble cleaner can appear inflated, from a SEO standpoint. Broad in particular is almost useless for search engine optimization, and in some cases, PPC too. Broad match is just far too ambiguous to get an accurate gauge on traffic potential. In almost any form of keyword research, de-select broad match, and select exact match. Again, this can be done using the options in the left navigation.

Using the Advanced Settings

Depending on your target search market, you may need to modify some of the advanced options when doing keyword research. Here you can set the geographic and language parameters so that your results are more focal to your search market.

You can also filter the results based on the device used to perform a search (e.g. mobile and tablet devices vs. desktop or laptop.) This can be very useful if you're pursuing a mobile search campaign, or sticking solely with desktop or laptop-based searches.

One tip that I recommend to considering is checking the filter box (above the advanced settings) that reads "Only show ideas closely related to my search terms." The thing is Google's Keyword Tool will give you a lot of keyword insights - almost too much. Checking this option helps keep your results more focused to what you're researching.

Look-up Results in Chunks

With respect to the latter tip of choosing to "only show ideas closely related to my search terms," you'll want to segment your research into semantic-related chunks. That is, you do not want to insert the keywords marble cleaner, granite polish, cleaning marble, granite restoration, all in the same batch. The results that Google will offer will probably have too much overlap. Instead, segment your keywords into relevant groupings.

Based on our example, we'll definitely want to keep granite and marble keywords separate. Additionally, we will further segment our keywords in secondary tiers based on cleaners, polishers, etc.

So based on the image shown, we'll look-up keyword results in relevant chunks. We will do this again for a grouping like marble polish, polishing marble, marble polisher, etc. This will not only provide more focal keyword results, but help keep the research organized throughout the process.

This blog post was written by Tyler Tafelsky, SEO and Internet marketing manager here at OIC Group, Inc. You can contact Tyler directly via email at Tyler@oicgroup.net, or connect with Tyler on Google+. He's publish other content that you can explore, like How to Use the Google Keyword Planner, a project with YisooTraining.com.

 

Peoria Web Design Company Offices:
OIC Group, Inc.
Phone: (309) 680-5600

Mailing Address:
PO Box 1111
Peoria, IL 61653