SEO: How Small Local Businesses Get Burned With a One-Size-Fits-All Approach

Small local business owners are bombarded with promises that search engine optimization (SEO) is the key to achieving online visibility and success. Marketing agencies often peddle a one-size-fits-all SEO approach, assuring that their tactics are a surefire way for small businesses to get seen online. However, these cookie-cutter SEO strategies frequently employ tactics that simply aren't suitable for the unique needs and constraints of a local small business. Before investing in an SEO campaign, it's crucial to understand what SEO really means and identify the specific strategies that will truly benefit your small local operation.

What is SEO Really?

SEO is an umbrella term that encompasses many aspects of increasing online visibility. It is primarily used to describe strategies for getting your website to rank higher in search engines, but it relates to enhancing the discoverability and ranking of all types of online content across various platforms. The goal here is to ensure more people can find your business or your content, and engage with it. SEO can be applied to essentially all of the following:

• Websites: The primary focus, where SEO ensures your site ranks well in search engine results for relevant keywords.
• Local Listings: For businesses with physical locations, optimizing your Google Business profile and other local listings helps you appear in local searches, map results, and "near me" queries.
• Social Media: Platforms like Facebook, Instagram, and LinkedIn also use search algorithms. Optimizing your profiles and posts with relevant keywords can help increase visibility and engagement.
• Video Content: YouTube, the second largest search engine, relies on SEO for video content. Using the right titles, descriptions, tags, and transcripts can boost your video's ranking and visibility.
• E-commerce Platforms: If you sell products on sites like Amazon, eBay, or Etsy, optimizing your product listings with keywords, high-quality images, and detailed descriptions can improve search rankings within those platforms.
• Apps: App Store Optimization (ASO) is the SEO for mobile apps, helping your app rank higher in app store searches through the use of relevant keywords, descriptions, and user reviews.
• Content Marketing: Blog posts, articles, and other content need SEO to reach a broader audience. Proper use of keywords, internal linking, and meta descriptions can enhance their search engine rankings.
• Images and Infographics: Optimizing images with alt text, descriptive filenames, and proper formatting can improve their visibility in image searches.
• Podcasts: Even audio content benefits from SEO. Using keywords in titles, descriptions, and show notes can help podcasts appear in relevant search results.

SEO can also be broken into two different categories: Traditional (or Organic) and Local. For businesses that rely on local customers, only one of these strategies should be considered as a primary focus. So, what is the difference?

Traditional vs Local SEO

46% of all Google searches are for local businesses (Source). Local SEO strategies are designed to help small businesses get in front of these relevant searchers. It is most effective for businesses that cater to a local market, like real estate agents, restaurants, small retailers, or home service businesses. It helps these businesses appear in local search results and attracts customers who are more likely to visit a physical location, or who are seeking services within the service areas you work in.

Example: "Best pizza restaurant near me" is a search that would provide relevant results based on the searcher's current location, and the results of that search are businesses that have performed Local SEO for their business.

This strategy is ideal for:

• Small retailers
• Local service providers (e.g., plumbers, nannies, real estate agents, electricians)
• Any business with a physical presence that depends on local clientele

Conversely, traditional SEO strategies involve optimizing websites to rank highly on search engines for generic, widely-searched terms. This typically includes extensive keyword research, high-quality content creation, and building a robust backlink profile.

This strategy is ideal for:

• E-commerce businesses
• Online-only businesses
• Marketing initiatives focused on broad website discovery and conversions

While these efforts are crucial for large e-commerce businesses or businesses with a national or international reach, they often yield limited benefits for small businesses that primarily serve a local market. For example, a neighborhood bakery or a local plumber does not need to attract global traffic; their customer base is local, and so should be their SEO focus.

Why Traditional SEO is Not Always the "Way"

One big drawback of traditional SEO for small businesses is the intense competition for high-traffic keywords. Competing with large companies that have dedicated SEO teams and substantial marketing budgets can be overwhelming at the least. These companies can afford to invest heavily in sophisticated SEO tools, continuous content production, and extensive link-building campaigns. Small businesses, on the other hand, might find their efforts drowned out by the sheer volume of content and backlinks generated by larger competitors. This imbalance can make it extremely difficult for small businesses to achieve meaningful visibility through traditional SEO alone.

Moreover, traditional SEO can be a resource drain for small businesses. The cost of hiring SEO professionals or agencies, along with the time required to see tangible results, can strain limited budgets. This investment might not provide a proportional return, especially when the targeted keywords are not directly relevant to the primary customer base. Instead of driving local traffic that converts into sales, small businesses may find themselves attracting irrelevant, non-local visitors who are unlikely to become customers.

Why Local SEO Should Be Your Focus

Local SEO offers a more targeted and cost-effective alternative. By focusing on location-specific keywords and optimizing for local search results, small businesses can connect with potential customers in their immediate area.

Key strategies include:

Google Business Optimization:

• Verify and Claim Your Listing: Ensure your business is listed on Google Business and that the information is accurate and up-to-date.
• Complete Your Profile: Add essential details such as business name, address, phone number, website, hours of operation, and photos.
• Post Regular Updates: Share updates, offers, and news to keep your profile active and engaging.

Local Directories:

• Consistency: Ensure your business's Name, Address, and Phone number (NAP) are consistent across all online directories, such as Yelp, Yellow Pages, and local business listings.
• Quality Directories: List your business in reputable directories relevant to your industry and location.

Online Reviews:

• Encourage Positive Reviews: Ask satisfied customers to leave positive reviews on your Google Business listing and other review platforms.
• Respond to Reviews: Engage with customers by responding to reviews, both positive and negative, to show that you value feedback.

Local Keywords:

• Keyword Research: Identify keywords that potential customers might use when searching for your services in your area. Include location-specific terms (e.g., "plumber in [City]" or "best coffee shop in [Neighborhood]").
• On-Page Optimization: Use these local keywords in your website's meta descriptions, titles, headers, and content.

Localized Content:

• Create Local Content: Write blog posts, articles, or guides that are relevant to your local area. This could include local events, news, or community involvement.
• Use Schema Markup: Implement local business schema markup on your website to help search engines understand your business and location better.

Mobile Optimization:

• Responsive Design: Ensure your website is mobile-friendly, as many local searches are conducted on mobile devices.
• Fast Loading Times: Optimize your site for quick loading to provide a better user experience.

Acquiring Quality Backlinks:

• Seek backlinks from local websites, news outlets, and community organizations.
• Partner with local influencers and bloggers to gain mentions and links.

Engaging in Local Community:

• Sponsor local events or participate in community activities.
• Get listed in local business associations and Chambers of Commerce.

Using Location Pages:

• If you have multiple locations, create separate location pages for each one.
• Include unique content, NAP information, and local keywords on each page.

Local SEO for Local Businesses

The one-size-fits-all approach to traditional SEO has sent many small local businesses down an inefficient path, wasting precious time, effort, and resources. Competing with major corporations for high-traffic, broad keywords is an uphill battle that often proves unproductive for mom-and-pop operations.

Instead, small businesses should pivot their focus to localized SEO strategies purposely designed to reach their most relevant audience - local consumers and communities. By optimizing online presence for local search, engaging with neighborhood residents and events, and ensuring business listings are comprehensive and accurate, local entrepreneurs can elevate their visibility among the very people most likely to frequent their storefronts. For small businesses, it's not just about being seen online - it's about being seen by the right people who live and work in the surrounding area they serve. With a localized SEO approach, small can shine bright in their own back yard.