How to Adjust Your Local SEO After an Office Move

 

Any business will understand the effort required to grow their online presence and achieve first page Google rankings, which makes it rather disheartening to learn that an office move to a new location can rock this. In this blog, find out how to adjust your local SEO after an office move.

Unfortunately, there isn’t a secret formula to immunize your business against a ripple with your local SEO rankings if you choose to change your address. Google views an office move as it would a new business listing, so it’s no surprise some businesses choose to keep the old details and add a ‘we have moved’ page to their, in order to avoid losing SEO rankings.

If like us, accuracy and consistency are your bags, updating your details after an office move is an answer. This may mean having to rebuild some of your local SEO power, but there are few tips and tricks you can put in place to help you.

First, let’s look at the importance of NAP Protocols.

NAP protocols

When looking at where to rank you in the local results pages, Google looks at your website and other listings, such as Google + and Google Places listings to cross-references key information, such as NAP (name, address, phone number). The NAP should match wherever you are listed.

Having a local address to the proximity of the user searching is of course important, but if there is a discrepancy in your NAP databetween your site and your online listings, this could result in Google not ranking you at all because discrepancies hinder Google’s ability to trust the data they have gathered about your business, online sources.

NAP matching is an important activity to undertake when moving your office if you want to rebuild your SEO efficiently.

Google places (Bing local etc.)

A good start is adjusting your Google Places and Google + listings. Since these are branches of the Google powerhouse, these listings will be the first sources scanned when the search engine is matching your data, so it’s a no-brainer.

Other Citations

Once you have adjusted your Google listings, it’s time to find where else you are listed. You may have an organized listed of citations to work through. If not, you can find your existing citations in Google and Google Maps using search parameters such as (“01303 123456” -yourdomain.co.uk) so you can log back in and change them.

Directions Pages

NAP protocols covered, you may also want to consider consistency across any directions pages. If any directions pages to your old office exist online, adjust them to show directions to your new location. Ensure this is matched on all your citations.

Schema Tags

Websites can be found in the search results more easily by implementing the proper schema markup. This enables you to include microdata about your businesses location, open hours and contact details.

Although the data isn’t shown on the website, it exists in the code and it can be managed easily via your websites admin system easily.

Moz local

Pushed for time? You can clean your listings in one go using the Moz Local portal. It’s also a handy tool for checking your current localized visibility. It’s not cheap, but it saves a lot of time and resources.

Email signatures

Some marketers believe that having traffic from a broad range of sources sends a strong quality signal to Google and that includes email signatures any digital stationary such as PDFs and white papers. This point is arguable, but in any case, it’s good practice to have consistency across all of your digital listings and material, for accuracy.

AUTHOR BIO:

Chris Surridge is an experienced digital marketing director with a wealth of knowledge on search marketing strategies and conversion analysis. As well as his many years as an SEO professional, the value he brings is in strategic planning for client accounts and his consultative services in helping businesses grow.  He is the marketing director for Whitefish Marketing, a Kent based SEO agency, and manages a team of highly experienced digital professionals.

How to Make Content Marketing Work Without Breaking the Bank

On today’s Internet, content is king. The days of being able to throw together a website and do some search engine optimization magic to get immediate traffic are over. Google and other search engines value high-quality content more than ever, and creating it is the key to your online success. Content creation has a high return on investment, helps tremendously with search engine optimization, and can bring you increased leads and sales. When compared to other methods of customer acquisition, it is typically much more profitable as well.

If your company has a large budget to work with in the content creation realm, that can significantly speed up the process of implementing your content plan. However, many companies don’t have the budget to pay for a great deal of custom content. Although you can definitely spend as much money as you want on content creation, there are ways to go about it that won’t bankrupt your company. In reality, you can create great content without spending a lot of money. In some cases, you can do it for almost nothing.

Content Marketing Strategy

While content marketing doesn’t have to be expensive, it can cost you a lot of wasted time and energy if you’re not careful. What do you want to accomplish with your content marketing strategy? Do you want to convey a certain image or voice for your brand? Are you hoping to educate people on a complex topic or generate some buzz and attention? Do you hope to get more leads, more visits to your website, or look like the authority in your area of expertise?

Set achievable goals in relation to your content strategy. Make sure that the goals are specific, written down and measurable. Using vague descriptions of what you want to accomplish will result in vague results. The more specific you can be, the more realistic your goals become.

Start doing some research. Think about the ideal person that you’re trying to reach with your content. What are they searching for? What are they hoping to accomplish? Look at their current pain points and what issues they are having. In addition to looking at the pain points of your ideal customer, you should also take a look at the types of content that your competitors are making. If you can make similar content, only better, your chances of success will increase substantially. You don’t have to recreate the wheel if you find something that’s working well.

Before getting started with the content creation, you should also figure out a way to measure your performance. If necessary, get some software that will track all of the key performance indicators (KPI) that will determine if you’re successful. Google Analytics is a free platform that does much of what you’ll need, but if it’s not what you are looking for, there are many other programs out there to choose from.

Spend some time thinking about how you will promote your content. Depending on your target customer and your region, you’ll want to make sure you choose the correct social media platform to work with.

Before you begin making the content, you should also create a content calendar. A content calendar will guide your content creation strategy and help you stay on task.

Starting a Blog

One of the most basic and most important steps you can take in content creation is starting a blog. It only takes a couple of minutes to get started on WordPress, and it is a very simple platform to use. Although you always have the option of hiring a copywriter to write your posts for you, it’s not always necessary. You can write the posts yourself. If you have a staff to work with, pick some with the best writing ability and take turns writing posts. The writing quality doesn’t have to be perfect to make a difference. The important thing is that you’re creating content and improving as you go.

If you are going to utilize the talents of your staff for writing, you should give them the option to do it from home. Working remotely can increase productivity and it will make them more likely to actually do it. Your employees may jump at the chance to do some work from home.

If you’re in a situation where you don’t have any employees and you don’t have the time, you could consider hiring a copywriter. It’s possible to get a quality post written for $20 to $30, depending on the level of depth required. If you’re going to do a lot of content, that adds up quickly, but it’s definitely better than not creating content at all.

Another option is to hire a staff writer. If you decide to go this route, consider letting them work from home. This will be less expensive than giving them office space.

Content Creation

Go for quality over quantity. Search engines love quality content and do not value quantity anymore. Try to repurpose existing content that you have into new content instead of coming up with it all from scratch. You can spin the same content into a few different formats.

For example, you could turn a blog post into a video, slideshow, or podcast. Instead of creating a new post from scratch, you can also use old content that is outdated and update it with current information. This can cut your content creation time in half for each piece of repurposed content and costs next to nothing.

Another great way to get content is to accept guest posts. Other bloggers may want to offer you a free piece of content to put on your blog in exchange for a link to their website. You don’t have to accept every pitch for an article, but you can pick some of the best to feature. Accept only high-quality writers who are willing to contribute in exchange for exposure.

You can make a page about guest posting on your site and even reach out to some other blogs. Consider writing guest posts on other blogs and link back to your own articles on your blog, this will help you build additional exposure.

Promotion

Once you have content, it’s time to promote it. Share it on Facebook, tweet it, and post it to Instagram. If you have a mailing list, send it out. Use a variety of platforms to promote it. Visit other similar sites and comment about your content with a link. Get the word out.

Regardless of what kind of content you decide to create, focus on quality. Even if you’ve got a small budget to start with, content can take you from relative obscurity to a massively popular online brand. Focus on adding value in your content and the results will come.

About the author

Jen McKenzie is a freelance writer from New York, NY. She is fascinated by all things having to do with words, business, education and cutting-edge. When Jennifer is not busy writing, she enjoys taking long walks and spending time with her two pets Brando & Marlon. You can reach Jennifer @jenmcknzie

How to Write SEO-Friendly Blog Posts Your Audience Will Read – And Love

So, you have started a blog for your business – great! But are you seeing the results you had hoped for? Perhaps you have been blogging for months without much fanfare, or maybe you just started and want some tips for writing blog posts. Whatever your situation, there are key rules every blogger must follow when it comes to crafting useful content that readers will consume, enjoy, and share with others. But how do you write a blog post that gives you the results you desire? Read on, blogging novice, it’s time to take notes.

Tips for Writing Click-Worthy Blog Posts for Website Optimization

A regularly-updated company blog can play an integral part of increasing visits to your website, but it is just the beginning. Search engines don’t just love content, they love SEO-friendly content, and the more pages of click-worthy SEO content you have on your website, the more pages can be indexed and then found by your target audience on search engines. A keyword-focused blog can make a significant difference in your search rankings while playing a crucial role in acquiring new and returning customers.

Before you start writing, it’s important to understand that the content you’re creating must appeal to your audience as well as search engines. If you want a potential patient, client, or customer to click on your content, read through it, and then take action (e.g. book an appointment online, purchase a product etc.) you must be able to do three things:

1) Write content that is SEO-friendly

2) Write in an engaging tone

3) Solve a problem specific to your audience

If you can’t accomplish these three goals, then your blog content may not be seen by anyone at all.

Focus on Just a Few Keywords

While you may have heard that incorporating a lot of keywords into a blog post will help you rise in search engine rankings, this is entirely untrue. Cramming as many keywords as possible into your blog posts will result in stale, invaluable content that search engines will gloss over. And guess what? Your audience won’t be paying attention either.

It’s important to choose just a handful of core keywords and long-tail keywords to focus on in your blog post. This will not only show search engines that your content is rank-worthy, but it will also be enjoyable and worth reading.

Spreading yourself too thin is common mistake when it comes to keywords – Justin yeah-local.com

Utilize Keyword Synonyms

Using keyword synonyms within blog posts is a simple way to include keywords you want to rank for, while also increasing search traffic to your blog. For example, if you have a blog post that focuses on dental fillings, you could also use the synonym, “tooth fillings” in both the body copy and in subheadings.

 

Optimize Your Blog Post with Relevant Questions

Writing a great SEO-friendly blog post goes beyond just user intent. For example, while someone may be searching for “tooth filling dentists in Columbus” they and other people who are researching the topic are usually curious beyond their intent to simply find a local dental practice.

If you are like most people, you have used search engines to find answers to specific questions. For instance, if you know that you have a cavity and need a filling soon, you may be curious about the dental filling procedure, how long it takes, if it hurts, and so on. Just know that you aren’t alone in this! If you type, “do fillings hurt?” into a search engine, you will see that there are plenty of blog posts that answer the question, and you will even find related questions on the topic that people are actively looking for answers to.

As you can see here, you may want to think about incorporating a handful of relevant questions into a blog post if you want to rank higher for “fillings”, “dental fillings”, and the like.

Optimize Headings and Subheadings with Keyword Variations

Before you write your post, think about searching for keyword variations of the main keyword your post is trying to rank for. For example, if your blog post will be focusing on a broad term such as “dental procedures” you could add related keywords such as, “cosmetic dental procedures” and “pediatric dental treatments” or “emergency dental procedures.” You can then use these variations as subheadings with descriptions and bullet points of the various types of procedures or treatments. However, be careful not to overdo it; integrate additional terms like this only if they make sense from a readability standpoint. A blog post that incorporates these keyword variations would benefit from a title like, “Common Types of Dental Procedures.”

Words of Wisdom: Breaking up blog content with relevant subheadings when possible also helps readability. Users love to skim articles first to see if the content may resonate with them. If they can’t find what they’re looking for easily, they will move along to another article — and search engines may even direct them to a competitor’s site instead!

These ideas are just the beginning when it comes to writing SEO-friendly blog content. But these guidelines will help your blog get started on the right foot so the right customers will find your content, read it, love it, and return for more.

Natalie Lynn is the content director of Two Wheels Marketing, a Columbus, Ohio based digital marketing firm specializing in search engine marketing (SEO, PPC), paid and organic social media marketing.