Every business is different. No two businesses run identically, and therefore, no two SEO strategies run identically! A local SEO strategy is completely dependent on your industry, your business model, and the amount of money you want to spend on SEO.
As SEO consultants, we work with businesses to determine what strategy is best for them. But, it isn’t as random as you may think. We divide businesses into categories to determine your SEO approach. These categories are dependent on your small business type, and we traditionally use 6 business types to determine just where your business falls.
These 6 business models are very different – and as a result have varying SEO strategies. I’ll briefly discuss each of these models so you can find which one applies to you and get a general idea of what a local SEO business strategy may look like for your business.
Single brick and mortar and multi location brick and mortar have the most success for local SEO strategies, mostly because they check all of the necessary boxes. They have physical locations, NAPs, and can claim listings easily. They can rank for search engine searches within a certain area and tend to be able to focus on ranking one address or concept.
The biggest challenge that may come to a head with your Single or Multi-Location brick and mortar is something called the proximity issue. In 2016, Google switched to the Opossum Algorithm, a complex tool that gives you search results based on a geographic location, primarily the one you are in at the time of search. And therefore, brick and mortar businesses may be hurt if they don’t fall within the technical location of a city’s “proximity”. For example, if I’m a physical therapist in Belleview, but most of my clients come from Ocala, your results won’t come up in Ocala searches since you are outside of the proximity. Our SEO team will help overcome this in your strategy.
Multi practice brick and mortar locations, usually medical groups or law firms, have their own distinct plan of attack. Since a multi practice business may just be a uniting place for several independent workers, it’s sometimes difficult to determine if an SEO strategy works better for promoting individuals within an office space as opposed to the office itself. This is something that has to be determined by the business before executing a SEO strategy.
Service area businesses face a distinct challenge as well, and it once again has something to do with proximity. When you are a service area business, people frequently search things within their own city, and you may only show up on search results within the proximity of your physical location. However, most service area businesses will go out and service a much larger area. This is another thing that our SEO team will consider and combat while determining your SEO plan.
The last business type is the home based business. The biggest issue here is, of course, privacy. It can be difficult to try and rank without your NAP (name, address, phone number), because you may want to keep some security within your home by putting refraining from putting your home address all over the Internet. This may be difficult, but we can help you retain anonymity and spread your business using SEO.