Local SEO is definately worth it.
Yes, I run a marketing business that specialises in lead gen through SEO, paid ads etc specifically for local service businesses but if I didn't generate results for businesses through local SEO then I wouldnt have a business.
For local businesses, service or otherwise local SEO incorporates a lot more than just website content.
It also doesn't have to cost a fortune.
One of the most important pieces is having a correctly optimised Google Business Profile. If you don't know how to set one up pay someone who does - it is the most important thing you can do in terms of long term lead and customer generation for a local business.
Then learn how to use it, update posts, reviews etc.
For those who don't know what a Google Business Profile is, it used to be called Google My Business. These are the first organic results ( the map pack or 3 pack as they are known ) displayed on the results page of a Google search for local businesses, accompanied by a map.
The reach and potential customer generation of this asset is MASSIVE for local businesses.
In terms of SEO relevant to a website, there are several considerations.
Firstly local SEO is NOT the same as national SEO. It is more location focused and the structure of the website needs to be specific in order to maximise this. Blog posts etc for local SEO should also be location and service / product focused while being specific to their topic and customer query.
The biggest issue I see is that most websites are NOT conversion focused. This means that regardless of the amount of traffic they receive from SEO or other means, the actual website does not generate contact from the visitor.
Because of this, many businesses who invest in SEO blame the agency when they do not see an increase in customer uptake. The agency is partly to blame for not recognising the lack of conversion optimisation on the website BUT a lot of agencies do not understand conversion optimisation or what a GOOD website actually is. Their job is simply to generate visitors so if the stats show more website traffic, technically they have done their job.
There are multiple pieces of the puzzle to generate new custom and SEO is a major part for local business, but it is not the full solution.
In terms of Facebook and social media, it works but has its downside. Social media is not indexed by Google and is only relevant at the time of the post being produced. Organic reach on FB is unbelievably restricted these days as FB or Meta as it now is, prioritises its own own paid ads service.
Even if you have 1000's of followers, less than 2% get to see your posts on a regular basis.
It is necessary to post on social media at a very high rate in order to create and maintain engagement. Something most small business owners cannot do.
SEO has the advantage of being a permanent resource that Google will serve up relevant to any query through its search engine for years to come. It is one of the best investments a local business can make in terms of marketing
Eric Deaville
Founder of Leads For Services
