In 2011, Google began factoring user preference into algorithm results. This has evolved further with Google’s RankBrain algorithm, which is designed to better understand searcher intent and allow the algorithm the opportunity to serve search results that best match this intent.
The algorithm has a preference for local results, and when it believes a user is looking for a local answer to their search query, it will prioritize these organization types – be it a business, service, or listing of service providers – in search results.
Because of this, a local search engine optimization (SEO) campaign is the most affordable approach to driving more customers to your business through your website IF you stand to benefit from more local customers. Examples of companies that could benefit are: law firms, medical practices, service-related companies, and franchise businesses.
Why Start a Local Campaign?
The answer is simple: business growth. Would your business grow if you ranked on the first page for the local keywords that are relevant to your ideal customer? Yes. Can you actually rank there? Answer: It depends.
At Acadia, we are honest with potential clients because the majority of the business we receive is via referral. This means a current client, industry colleague, friend, or family member thinks highly enough of us to proactively encourage a company to engage with us. We’ve built our business to 20+ employees via this referral-only model, and we’ve been growing steadily for nine years.
In nearly all circumstances, ranking locally is simply a matter of the correct analysis and execution of a local SEO campaign. However, in a small number of cases, it may be very challenging to penetrate a local SEO space. For example, attempting to outrank Yelp for restaurant-related queries is very challenging for many reasons. When a scenario like this exists, we are upfront with our clients and proactive in suggesting other methods, such as paid search advertising, that will achieve the desired results.