Local Digital Marketing in the COVID Era: Why now is the time to invest in your local online presence.
The recent pandemic spurred by COVID-19 has changed consumer behavior, which has trickled down to how the digital marketing game is won. Consumer behavior now functions in a “new normal.”
Staying on top of current trends, and separating out what works from what doesn’t, can be a full-time job; it is our full-time job, and we love it!
The phrase “paid search is immediate and search engine optimization is foundational,” still holds true . . . mostly.
“During the pandemic, search has risen, but with an emphasis on health, news, and other highly relevant industries. ‘As a result, this has caused a decline in traffic to nonessential business websites (many of which are small businesses) from both paid and organic results.’” [1]
For Local Businesses
The quick fix: Paid search
The long-term fix: Organic improvement
Brick and mortar businesses have had to adapt to closures, reduced hours, reduced customer capacity, and in some instances reduced staff. This causes people to go online to do their searching, scheduling, and shopping. With local traffic being essential to local businesses, it is imperative that you employ the tactics needed to be seen on Google or Bing, preferably on the first page and above the fold, as well as in the highly coveted maps section. We have specialists who can help you with that local focus quickly, as well as foundationally.
Paid Search:
Obviously, this is the fastest route to being seen online. Google and Bing, as well as other avenues such as Facebook, Pinterest, Alexa, Spotify (just to name a few) are all ways you can get to your potential clients quickly. Our certified team can help you determine the best advertising strategy for your desired results, and all within your marketing budget.
Organic Improvement:
Local Search Solutions (LSS): Our strategy is done in three phases. Fix, Growth, Maintenance. We work to ensure all location and directory information is accurate and consistent. We will fix errors in the name, address, phone number and claim listings that you do not have.
We will create listings and ad enhanced elements such as refined copy, photos, and video (if available) to improve customer engagement, as well as other industry strategies that our nearly 20 years of experience in this industry allows us to master. You will have access to our directory dashboard that will let you see your listings, read and respond to reviews, and even post to your Google page.
If you are unsure if you would need this service, you can scan your local business’s information here: https://localscan.get-simply.com/.
Local Search Optimization (LSO): This service helps your website to rank highly in search results with a local focus. We have paired this service with LSS above to maximize efficiency. This service establishes authority and relevance so that Google recognizes you as an authority. Google wants to put out the best information, so when all your online presence matches, your website is clear in what you offer, and there is valuable unique content, it helps Google to prioritize you organically. This includes blog posts and articles put on industry websites so that backlinks and circular links can be established.
If you are ready to improve your digital presence, give us a call. You can see all of our services at https://www.get-simply.com/ or call our Client Success Manager Susan at (503) 263-8417 and she can partner with you to make the best decision for your unique business.
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[1] https://www.wordstream.com/blog/ws/2020/05/08/seo-during-covid-19