Search engine optimization is one of the significant factors of digital marketing. It is imperative to understand the value and impact of local search as well. Local search enables the marketers to concentrate on non-branded keyword delivery to leads/sales as well as to determine how the branded local visibility is performing and driving traffic to the website.
Evaluating Local Search Engine Optimization Performance
A few methods of evaluating the local search engine optimization performance are given below:
- Starting small
- Setting things in motion
- Thinking and analyzing locally
- Glancing inside the web pages
The ownership of the local listing along with the current optimization efforts may drive direction requests, calls and website traffic to the brands. The brands can then edit their website address using their Google My Business listing info area. This enables them to gauge local listing traffic in Google Analytics Campaigns and also relate with the goal, lead or website revenue data.
Brands can assess the visibility of their Name, Address and Phone Number (NAP) presence across the web as well as its accuracy; with the help of a local listing tool such as: SEMrush or Moz or BrightLocal. This enables the marketers to filter their brand website visitor referrals for sourcing the domains of authoritative listing sites only.
The brand can have partnerships, sponsorships as well as association with websites receiving much more traffic. The inbound links can hold local-specific relevance with the search engines.
The brands need to have internal location-specific web pages. It is highly imperative to assess the performance of these pages, as well as evaluating how the brands should analyze going forward.