Local SEO Benefit
-
Hi
Our company is looking to increase our local SEO footprint and wondering what is the industry average for traffic increase to quantify investment. Can’t really find anything online.
I understand this can be very subjective in relation to market size, competition, localization, etc but just trying to get a sense of opportunity if we cross our t’s and dot our i’s, what's the potential?
Context: We’re a national brick and mortar with eComm. We’ve already done a lot of leg work in optimizing our NAP but very little citation building/claiming.
Please provide resources for stats
Thanks for any input.
Cheers
-
In addition to Ray's response, are you also asking about increasing walk-in visits to your brick and mortar store via an increased presence on local search?
You're best planning gains will likely come from quantifying the average values of visits to your brick and mortar and ecommerce stores then planning for X hours of work to increase that number Y%. This is all going to be data that's unique to you.
Still, here are some guides to help you with your planning.
- http://searchengineland.com/google-uses-neural-networks-reverse-turing-tests-validate-street-address-numbers-signs-209801 (A review of the growing interlaced relationship between real location presence and virtual presence.)
- http://www.kaushik.net/avinash/tracking-offline-conversions-hope-seven-best-practices-bonus-tips/ (Analytics guidance on tracking offline conversions)
- http://searchenginewatch.com/sew/study/2343577/google-local-searches-lead-50-of-mobile-users-to-visit-stores-study (Stats from Search Engine Watch saying 50% of mobile users doing local searches visit business locations.)
-
Hi WMCA,
Unfortunately, I doubt that the community can provide a resource that says 'if you improve local seo, your traffic will increase by x%' - you're assumption that these numbers are highly dependent upon the locale and website is correct.
You can do something like the following:
- Identify key, local terms that your company will target
- Determine the overall local search volume for the above terms
- Use search term ranking estimates for each term (i.e. come up with a SERP rank for each local term)
- Estimate the CTR for each term (use your historic CTRs with estimated improvement)
- Use the above to conclude to the total new traffic your site will get if all criteria is met
- Use an estimated ecommerce conversion rate (again, based of historical data if possible) and AOV to calculate new revenue earned
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Tracking Google Local Click-Thrus (Maps)
We've expanded our business to be in multiple cities. We are tracking our local rankings in each city and have Adwords campaigns for those cities with location extensions. We have a separate contact page for each city but haven't setup landing pages for each city which would be fairly tricky as our services are identical for each city. So really the landing page would be almost identical to our home page content with maybe a photo of the city and the city's name thrown in here and there - definitely a risk of duplicate content detection. What I'm wondering is if anyone knows if there a Google Analytics report we can run to show us links from our Google Places for Business Listing segregated by location? My guess is that we would need to make each URL for each Google Places listing unique to that location, like http://www.oursite.com?{name of city} Or is this not even necessary by using some report settings in Google Analytics? -- update -- Well this is a 7-year old article but I suspect it might still basically hold true? In other words, it's not easy and straight forward. What I'm wondering is, if I use the ?{cityname} URL only in my Places listings URLs, well, let's make it ?place={cityname} then really all I need to do is run a report filtering by URL contains ?place= Can it really be that simple because if it is, then this old article and others like it seem to be really over complicating the strategy for simply seeing your googe places listing traffic in total and by location? https://moz.com/blog/tracking-traffic-from-google-places-in-google-analytics Furthermore, if we plan on eventually building home pages for each location, maybe the better URL structure would be mysite.com/places/{city name} and just do a 301 to the home page until the custom page is built. The big question then arises if we are only using this URL in our Google Places listings does it have any farther reaching effect on Google's organic view of our website? In other words will it try to add a unique Google Places URL to the organic results database? Will it cause a suspension of the Google Places listing? If we create the URL as an alias to the home page instead of a 301 will it risk dupe content penalty. Wait a sec... if we use a 301 won't that render tracking in Analytics useless as it's only then going to count the pageview for the home page and not the original URL, right? I guess we could use an alias and then in the robots.txt dissallow indexing of any URLs with /places/ ? Now I think I'M over complicating things. Seems like the best/easiest/safest method is to just a ?place={city name} to the Google Places URL. Then once we have unique places landing pages, just go update the URL in all our places listing.
Local Listings | | Wizkids9640 -
Removing a duplicate local listing in same city
Hello, I see three locations for a client. Two legitimate which I have ownership of, the third is a duplicate of one of the locations. Ithink it is harming rankings and I want to get rid of it. It is service area business. Things keep changing, but how will I remove it? My client obviously set this up a while ago and it is left with wrong or missing info. When I click on the business under "more listings" on maps there is a chance to "edit it" AND "claim it" but not delete it. When I strart to claim it I go through adding in everything but then I worry I am legitimising the duplicate. How do you get rid of it? Thanks
Local Listings | | AL123al0 -
LOCAL (city of 500k) Keyword Research - am I just wasting my time?
I have tried numerous tools, my team of freelancers, (fiver I admit) and a couple people from Upwork and still not getting a GOOD response to - How much search volume is there for "home builders" JUST in WIchita, KS (for example) I get local results like that are challenging because a lot of them show no search volume. Am I missing something? Can recommend a resource? I would be really grateful! 🙂 I am trying to figure out a nice long (ideally) list of keywords for 'plumbers, wichita ks', 'dentist, wichita ks' - Local service businesses and everything I try shows next to nothing. Thanks for ANY advice! 🙂 Matthew
Local Listings | | Mrupp441 -
A site is preforming well for 1 local term, but with a slight change to the term it dosnt rank.
Ive got a site thats currently ranking #2 in the local 7 pack listings for the search term : "garden design [city]" but is not ranking at all for "garden designer [city]" (note the "er" at the end of designer). The search traffic for these 2 terms is pretty much the same, and id like to get the site ranking for "garden designer [city]". The only thing i can think of is thats different is that in the <title>tag for the homepage of the site we have "Garden Design [City] - .....", is there any other way i can try and up the local 7 pack ranking for my site other than changing the title tag ?</p> <p>Im thinking of running a link building campaign for the phrase "garden designer [city]", but apart from that i cant think of anything else that could help up my rankings for this, any ideas ?</p></title>
Local Listings | | Sam-P0 -
Local search results question
Hello, I wonder if anyone can help. I have a client who is based outside the main city that he is wanting to rank in. The address on his website is his own home which is about 20 miles from the city. However, he services the city and the surrounding area. His ranking for the very competitive keyword is on page 2 and won't budge. We have made his Google+ page show the servicing area to include the city. We add new content regularly. The onsite SEO is strong and the city name is in the Title and H1 tags. We have lots of local consistent citations for him. This usually results in movement in the SERPS in my experience. But after 3 months this keyword is stuck whilst his other less competitive keywords are moving up. He is ranking 1st for the local area to his home address for the competitive keyword. So my question is - is this purely a result of his local address. Does Google rate him less local than his competitors who have addresses in the city even after we do a lot of citation building etc for him? Will it be possible to rank him for the city? I know 3 months isn't long but still would expect to see some difference. Anyone got any thoughts?
Local Listings | | AL123al0 -
Ethics questions / discussion on SEO
Please forgive me if I'm asking too many questions. I'm new to MOZ and have a little bit of experience with SEO, but not that much at all. The question of the day pertains to using keywords that refer to another brand in order to bring search traffic to your site as well as compete on searches against your competitor. I'm certain this is not a unique case, however; it's early in the morning and my brain isn't working well enough to come up with a comparable example, so I will use my own situation. "Pop Warner" is a youth football brand. It's been around since 1929 and it's synonymous with youth football now. If someone is looking for a place to enroll their children, they will typically search for "%Town_Name%" + "Pop Warner" Pop Warner however; is not the only national governing body for youth football. The association (company) that I'm doing work for is an American Youth Football Program. Now, is it considered bad form, evil or whatever to optimize using a term such as "Pop Warner" on my site if I'm NOT affiliated with pop warner whatsoever? If the answer is yes, can you provide me with direction as to how this should be handled? If no...than I know how to handle it.
Local Listings | | UpperCapeSpartans0 -
2 listings on Google Local....Need Help!
Hi All, One of our client have 2 business listings on Google Local for same business (same NAP but different website). Actually, their first website was under Google Penalty. They tried to remove the penalty but could not get rid of it so they bought a new domain and started working on it and listed the same business with new website URL. Now, their business is having 2 listings but with different URLs. How can we merge these two? Please advice. Thanks in Advance.
Local Listings | | sachin-sv0 -
Correlation between ranking on Google organic result page and ranking on the local listing
Hi Moz fans, A quick question: any correlation between ranking on Google organic result page and ranking on the local listing or vise versa? Thnx Saab
Local Listings | | S.Saab0