Local Search (SEO) Delivers Strong Returns for Businesses

The Importance of Local Search

For those of you who may not necessarily know what the term “local search” relates to, it refers to the search results displayed when a potential customer types in a local search query into one of the search engines, e.g. Jewellers in Canterbury (example below).

Google has released statistics that highlights why local search is important and how it can have a significant impact on customers either buying your products/services, or visiting your store in person.

• Local searches lead to more purchases than non-local searches.

• 18% of local searches on smartphone lead to a purchase within a day vs. 7% of non-local searches.

• 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.

• 4 in 5 consumers use search engines to find local information.

• 72% of consumers who searched for local information on smartphone visit a store within 5 miles.

The importance of local search for a Kent based businesses can’t be underestimated and if you don’t have a local search strategy in place, you could be missing out on traffic, visibility and revenue. But the issue many marketers face is understanding what the search engines are looking for. And to make things more complicated this rarely stays the same.

When I first started working in the world of Search Engine Optimisation in 2006, I was in Sydney, Australia; and things were very different. Aside from glorious weather, golden beaches and the frequent cremation of shrimps on a barbie, the world of search engine optimisation was relatively simple. The concept of improving your search results was relatively new and working in a country with a third of the population of the UK meant there was much less competition. Improvements were often quick and easily obtained.

Fast forward 9 years and back in the UK, almost everyone is aware of the acronym SEO, what it means and the benefit it can have on a businesses success. The algorithm Google uses to determine a websites rankings has also become much more sophisticated and with it, a wider remit for digital marketers to cover. Links, content, social media, PR, reviews, citations and reporting are just some of the areas the modern day marketer must understand.

The end result of all of this activity is to improve the “authority” of your website. If you’re seen as a popular and authoritative company, you’re much more likely to have improved rankings. This can take time and often a lot of work. But local search is one area that can still offer relatively quick results. The reason for this is that it’s less competitive. Rather than competing with all the “bookshops” in the country, your only competition is those in your immediate vicinity; and it’s surprising how few businesses have optimised their website for the local search results.

If you’re fed up with low rankings in the search results, all is not lost. On the 28^th July, Digital in Kent will be holding a breakfast seminar where you will learn how to optimise your business for the local search results. It’s not overly complicated and by understanding what the search engines are looking for, you will ensure that you can dedicate any resources you may have to the areas that will ultimately give you the best results. We’ll also cover off how to cook the perfect shrimp on an Australian BBQ.

We look forward to seeing you there.

Nick Huxsted – Gooey Digital

Is the Internet of Things really the future?

The bi-annual Digital in Kent conference will this time look at the Internet of Things and the wider future of Digital at the 5th conference on the 19th March 2015. Many experts argue that the IoT could herald a new era similar to the dot.com period, pointing out what could be argued to be a perfect storm in which the IoT could thrive. The alignment of technological pillars such as cloud storage, big data, connectivity and the development of smart things is enabling the IoT to offer solutions.

Thomas Power who has been immersed in online technology for 20 years aims to bring the most up-to-date thinking regarding the Internet of Things to the next Digital in Kent event. Looking at how the IoT can be implemented within businesses to improve processes and aid automation - ultimately to improve cost efficiencies - the potential capabilities of the IoT is huge. Offering real life examples to illustrate how this technology can work Thomas aims to guide delegates in the best direction for their business.

Alongside Thomas is a group of the most well respected speakers in the UK today including Allister Frost, ex Head of Digital Marketing Strategy at Microsoft and voted UK Digital Marketing Personality of the Year and now founder of Wild Orange Media as well as the award winning Warren Knight and Luke Quilter from Sleeping Giant Media. Matt Phelan from 4Ps Marketing and the newly launched PeopleOlogy will also be taking the stage along with a rep from Google, one of the most recognisable global online brands.

The event brings together the very best of digital talent, to showcase new, innovative technology - helping delegates from all sectors of business to understand the latest in the digital marketplace and how to practically implement it within their businesses.  Held at the Mercure hotel, Maidstone the day will also include practical, hands-on workshops, speed sessions and a Q&A panel. Run by the Kent Business Events, organised by Best Business Events and supported by the KM Media Group, the Digital in Kent conference is on the 19th March at the Mercure, Maidstone and is one of the largest of its kind in the South East.

Why training courses should be a high business priority, whatever the size of your business

Still not sure exactly what social media is? What’s the difference between a tweet, a like and an endorsement? Or, perhaps your copywriting or sales skills could do with a little updating. No matter what sector of business you are in, training course and/or updating your skills is a necessity to remain business competitive - and arguably even more so in these days of digital marketing and social media.

However over recent years many firms have had to retrench on outgoings and along with marketing budgets, learning and development for many organisations has taken a back seat. As companies struggled to stay viable any additional costs have had to be slashed. Along with the halt in these business outgoings, employee salaries, for the most part, have also remained stagnant, even though inflation has risen. So, all in all, it’s been a pretty tricky time to be in business - both as an employer and an employee.

The economy looks set to continue to grow

As a number of recent reports indicate, the economic situation in the UK has not only now stabilised but is in fact starting to grow in a sustainable way - the future of business in Britain is beginning to look much brighter. John Longworth, the Director General of the British Chamber of Commerce recently commented that “the economy is gaining momentum” and he praises the way that businesses have continued to fight hard to develop and create more employment. The BBC recently reported on George Osborne, the Chancellor, who commented that the economy continues to grow at its fastest pace since 2007. With all this positive news and the economy seemingly heading in the right direction it is a strange contradiction that for many people the benefits of this renewed growth are not yet being felt either in their pay or their development. 

Retaining talent is becoming increasingly important 

From an employment perspective the growing economy has led to budgets being unlocked, where once HR teams were tied by constraints or cuts, many are now experiencing the flexibility to begin looking at their staff retention once more and to develop strategies that keep their talent on board. And, interestingly, these strategies no long necessarily centre purely on the financial benefits - although there are few people who would currently argue against a pay increase. They also focus on the development of the individual within their role and the company. Making employees feel valued has resurfaced as a key indicator for employees remaining with their employer. 

So training courses, or learning and development, has come to the forefront once more. Since the recession has receded offering employees training pathways and investing in their development is a key way for firms to retain their best talent. What many businesses have forgotten is that along with offering benefits to the employee, training is there to make employees better at their role -meaning there are benefits to be had by the company as well, in better management of their responsibilities. Great, well delivered training will also help to develop your company culture - whether you are a small firm of three or multi site, multi discipline organisation, building a culture can be key to building a successful business. 

Smaller can mean speedier - use your size to your advantage 

The CIPD are, naturally, thought leaders in this arena and their web site certainly offers much that is helpful for those looking to educate themselves on learning and development. One thing is for sure though, valuing your employees (or yourself if you are the owner) has become increasingly important in enabling businesses to move forward. Equipping yourself and others with the necessary skills and experience to grow will put you ahead of your competition. Whilst the behemoth’s strategise their next training plan the smaller firms can take immediate action. Evaluate your employees strengths, their potential challenges in the future and research appropriate training courses and get them booked … today.