Search engine optimization has matured past “get me good rankings,” and is recognized as a full-fledged digital marketing channel embracing content marketing, conversion rate optimization, user experience, analytics, video, social media, and connecting with direct online and offline advertising. While we call SEO inbound marketing (prospects are actively searching for your content or services), it’s important to recognize the bigger role SEO plays in the entire marketing mix. SEO shouldn’t just be driving traffic, but qualified traffic. Generally searches are divided into transactional, navigational, and information – SEO should create campaigns to field those different types of searches.One type of search that becomes incredibly valuable for some companies (and encompasses the three categories above) is “local search.” Google and Bing run different algorithms to populate their maps and local listings. Though the concepts are the same – be relevant, valuable, and useful – local search tends to have its own set of challenges. To get into local listings, which tend to appear for locally-stemmed keywords, you need to appeal to yet another search algorithm.

Consider a keyword search for Philadelphia SEO services. Local search optimization helps Philadelphia companies (like ours) rank well in maps; thus converting this often highly-qualified search. In many cases a “normal” Google listings have given way to a local “pack,” which drives users to all the local information Google knows about these local Philadelphia SEO companies. The look and feel of local listings is different (more like internet yellow pages), while the normal results get pushed down.

An SEO needs to help local customers build up their company profile to optimize for local search. If you’re not listed in the top 5, you’re missing out on an estimated 70-80% of your potential local-related clicks. If search engines determine a “pack” is a good result, you need to make sure you’re listed well there as well.

At Greenlane Search Marketing, we can drive local search campaigns to identify a need to be in the packs, and then optimize for visibility within the packs and all other local search properties. This becomes increasingly more necessary each year as mobile devices begin to drive more traffic, sales, and phone calls. For a brick and mortar store, a local SEO strategy should not be overlooked.