Some small business owners are rather scathing of local search engine optimisation but, invariably, this is as a result of it not being done properly on their site.
There are people who will tell you that they rank #1 on Google but haven’t received any customers as a result.
Invariably, this is because their website has been optimised solely for the name of the company.
This is rather pointless because the people who will be searching Google for your company name will probably already be customers.
When selecting the metadata for your site, you need to work out what your potential customers are going to be typing into Google.
But, it’s a bit more complicated than that because, if you are a coffee shop and you just use the keyword ‘coffee’ on your site, you’re going to be in competition with an awful lot of other coffee shops around the world. You need to take geography into account and use local search engine optimisation
If, like Mike at The Ark, you are offering various types of massages in the Southend area, your future client base would be searching for ‘massage in Southend’. If his website did not show up on that search, then his business would not exist to those customers.
However, another reason for lack of customers could be as simple as there is no effective tracking system in place to check who’s visiting your website and where they came from.
If there is nothing on the site that requests prospective customers to let you know how they found out about your business or if no one asks them when they telephone/email, then they may not voluntarily tell you.
You have to set in place proper systems for tracking where your business is coming from – and that includes paid advertising because, without that, you don’t know how effective any campaign is. If it’s costing you money, it is vital that you have a way of working out the value of every customer that is achieved through that method to assess whether the financial outlay is worthwhile.