Without doubt, the most effective way to bring your clients more business is by dominating the search engine results page. In today’s world, if somebody is looking for a lawyer, restaurant, gym, or food delivery service, as much as 89% of people now start their search online.
Their first port of call is typically either Google, Bing, or Yahoo search. By listing your clients’ businesses in the search engine results page (SERP), you’re able to provide them with full online coverage and bring them more business.
To dominate the SERPs you’ll need to focus on the following factors.
Search Engine Optimization (SEO)
SEO is the process of ranking clients originally on search listings. By doing the appropriate keyword research on your clients’ industries, and using the correct on- and off-site SEO techniques, your clients will notice an uplift in traffic and visibility.
SEO is great to do the following things:
If your clients’ businesses are showing up on the first page of the search for their industry keywords, it works as a great branding opportunity and increases their creditability.
SEO is organic, meaning your clients aren’t paying a fixed price per visitor. Unlike other forms of marketing, customers are looking for your clients’ businesses (instead of you pushing your clients’ businesses on them) and so convert at a much higher rate.
Scalable long-term strategy
Unlike social media where you’re forced to post daily updates to drive traffic, once a webpage is optimized for SEO, it will continue to bring targeted traffic with minimal effort.
If your clients operate in the local area or a small geographical area, local search is essential to their marketing mix.
What is local search?
Local search is the process of increasing the visibility of a business when a searcher nearby makes a search query. For example, if you head to Google and enter the phrase “Gyms near me,” you’ll be shown all fitness centers based upon your location of search.
Google takes the user’s IP address to identify their location and returns the most relevant business based on their location and search query.
Local search is critical to local businesses who service the local area for the following reasons:
Drives in-store traffic
A Google report found that 18% of smartphone searches resulted in a purchase within 24 hours.
Searchers who are looking for nearby businesses have much greater intent, as many are looking for opening times or directions to visit the same day.
Being listed increases sales
Consumers are incentivized to use a local business because they know they can get the product faster than ordering online or get a better price.
72% of smartphone shoppers in the Google Study were found to visit a store within a five-mile radius. By being able to effectively list your clients’ businesses in local search, you can help them acquire more customers in their local area who are more likely to repeat buy because of location.
Pay Per Click
The final piece of the puzzle to dominate the SERPs is Pay Per Click (PPC). PPC is the process of listing your clients’ businesses in the search for specific keywords. Of all three methods, this is the only one where your client pays for each visitor to their website.
PPC provides your clients with many benefits, including:
PPC offers much greater control in who visits your clients’ websites as you’re able to target users by age, gender, location, and more. This allows you to drive people who are most likely to convert onto their website.
SEO and local search are medium- to long-term strategies for driving more traffic to your clients. In certain industries where competition is strong, it can take several months to rank your clients on the first page of the search.
PPC can rank your clients’ businesses on the first page of the search within 24 hours of the advert going live.
On average, around 40% of all search engine clicks go to the top three ads in the search, with 50% of visitors coming from PPC more likely to make a transaction than through SEO according to Unbounce.
Will Your Clients Dominate The SERPs?
Getting your clients to dominate the search engine results page takes a lot of experience and time. Monitoring all three areas of SERP can be a full-time job alone.
If you’d like to offer your clients the ability to dominate the search results and increase their business’s offerings, then get in touch with us today to see what it takes to become a Boostability Partner.
Learn more about search engine optimization – what it is and why you need it – with a free video series from Boost University.