Optimising content for local search can increase footfall to stores

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 28, 2019, 12:31 PM UTC

Search analytics can help brands discover relevant keywords in specific postal codes.

Location-based details can make it easier for search engines to make websites crawlable and help brands audit their positioning in the local search scene like organic search competitors. Leveraging data like Google ratings and reviews can help brands measure their SEO performance.

This article says that brands can use data to understand their search ratings, along with user queries and search intent. Brands can further use SERPs to find keywords that are used by their competitors.

The author suggests that once brands have insight into their potential customers and competition, they should optimise their content to appear higher on Google listings. Marketers should optimise their reviews, location, and tune their organic strategy with paid ads to maximise visibility.

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[9 minute read]