A Local Business with a National eCommerce Site: How to Tailor Your Internet Marketing Efforts Accordingly
When you already feel a little uneasy about internet marketing, you may be unsure as to whether or not the business advertising and site optimisation tactics you employ really are helping your business’ site and aren’t unknowingly causing your rankings and traffic harm.
We often talk about how important it is for brick and mortar businesses to use free, online local directories to attract the attention of local customers. But what if you have a physical location, and wish to use business directories to draw in your local customers, but you also market and sell to a national market via your website? This is one of those situations where you can find yourself fretting about whether or not you’re really doing the right thing. Will optimising your site and your listings in local directories hurt your efforts to also attract the attention of customers from locales across the country, online?
The answer is no, but that is, of course, if you know how to optimise properly. In order to improve your rankings and draw the attention of those both locally and nationally, you would need to have landing pages devoted specifically to the local areas you target and service, in addition to the rest of the pages that market your products and/or services, albeit in a more general manner.
On these location-specific landing pages, you would have information like your store’s hours and local phone number, a map and directions to your physical location, as well as any promotions or coupons that are reserved for local customers. When setting your local business up in online business directories, you would link your listings up to these location-specific pages and optimise your business description and information accordingly. Having separate pages for each locale you target allows your site to appeal to your local market, providing them with the information they want and need, without detracting from your efforts to reel in the customers who don’t live in your local area but who will purchase your products online.
By employing these location-specific landing pages, you will be in a much better position to dominate for keyword terms that appeal to both a national and a local clientele, all at the same time.
To learn more about building location-specific landing pages for your business’ site or about our local SEO services, contact us. Give your business the edge it needs to beat your competition!