Tuesday, October 6th, 2020
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Let’s say a lot of people from your area are checking out your business online, and in-store sales are through the roof thanks to your local search rankings.
Then comes a problem: You decide to move to a new location.
In addition to the logistical factors associated with moving your business, you also need to think about the successful local SEO strategy you worked so hard to build. Can you imagine all your efforts going down the drain and having to start a campaign from scratch?
Let’s go through the steps you’ll want to follow to maintain local SEO gains after you relocate your business.
Why Is It Important to Update Your Local SEO For a New Location?
There’s no magic potion to help you transfer your local SEO gains when you move to a new location.
It may be easy to update the location on your Google My Business listing and assume it’ll automatically change the whole strategy.
Unfortunately, it doesn’t work that way.
Google pulls information from infinite sources across the internet. If you only update your business name, address, and phone number (NAP) in one place, you’ll create inconsistencies in your local SEO, as other sources will feed Google the wrong information.
All the local citations about a business need to be consistent across the internet, as two different NAPs will give Google the impression of two separate businesses.
As a result, your local SEO efforts will be disjointed, potentially lowering your local rankings.
In addition, customers looking for your business rely on NAP information. If it’s inconsistent, you may lose them as they won’t know exactly where to find you.
To avoid all these issues when you relocate, be proactive, and take control of all your local listings.
Take Precautionary Measures For a New Location
If your local SEO campaign is still new when you’re relocating, you likely won’t need to change your information in many places. Keep an inventory of every site where your business has a listing to make sure the information matches across the board.
What if the campaign has been in place for a few years?
Hopefully, you already have that inventory to refer to. If not, you’ll need to find all the sites where your business is listed and build that inventory as you go. Then you’ll know where to update your NAP and other information after the move, and prevent inconsistent listings.
The good news is, you don’t have to perform hundreds of search queries to find all your business listings. Tools like Moz’s Check Your Online Presence can do the heavy lifting for you.
Check out these online presence results for the Darling Advertising Agency in New York:
Those stats break down as follows:
If your search returns a lot of those red X’s, you have some work to do.
How to Correct Your Local Business Listings
Moving your business can be hectic, but set aside some time to manage your Local SEO to preserve your rankings and help customers find you in your new location.
1. Update Your Website With New Location Information
Just as your new space will be your physical location, your website is your virtual real estate. Keeping it updated is crucial to maintaining your traffic, both online and in person.
You likely have your NAP listed on your contact page, but if it appears anywhere else on the site, make sure you update every instance. That information may also appear in your site’s footer. The good thing about that is, you can update it once, and it will be correct on every page of your site.
You can also add an image or two of the new location to your contact page to help your customers know what to look for on their first visit to the new spot.
Also, consider writing a brief blog post about the move. You can include more images here.
Don’t forget about the schema markup! Rather than sifting through your site’s code, you can check all your site’s structured data with Google’s Structured Data Testing Tool.
You may also want to include detailed directions to the new store. The best way to do this is to embed a map on your contact page. Roughly 86% of people look up business locations on Google Maps. Embedding it on your site will save your customers from having to look it up themselves. Plus, it can help make your contact page more attractive and useful, like Third Rail Coffee’s page:
The more information you can provide to your site visitors, and the easier you can make things for them, the more likely they’ll be to follow you to your new location.
2. Close the Previous Business Listing
Unless you’re moving to a brand-new location, there’s a chance another company previously occupied the spot.
Check for old listings. You may be surprised to find more than one listing already in existence. It’s pretty common since small businesses often move as they grow.
You’ll want to clear all these listings attached to your new location to prevent any confusion and to make sure your business is the only one showing up in searches attached to that location.
It’s especially important to clear out any old businesses because if you try to add a location already verified in Google My Business, it won’t appear because it will be flagged as a duplicate location in your account.
If this happens, you’ll see it listed as “Access needed,” which will tell you some other business verified this location previously.
Google has clear instructions on how to remedy the situation, but if all else fails, it might be easier to contact the other companies that occupied that location and ask them to remove their listing.
3. Change Your Google My Business Address to the New Location
Now that you’ve cleared any previous listings under your location, make sure your listing is updated.
Log into your Google My Business account, and check the pin marker to confirm it’s moved. In most cases, it’ll shift automatically. If it doesn’t, Google may send a postcard to verify the new location.
4. Update All Other Listings to the New Location
The older your business is, the more online listings it probably has, which means the more listings you need to update.
You can use a tool like Whitespark’s Local Citation Finder to find and update dozens of listings:
These listings carry a lot of weight so if they apply to your business, definitely make sure you keep them updated.
5. Review Your Listings For the New Location
Every few weeks, look for any duplicate listings that may have popped up. Mistakes happen all the time. Google may create a listing from old data so stay on top of things to keep such errors from affecting your rankings and confusing your customers.
What Next With Your Local SEO?
Once you’re settled in the new location, and your local listings are updated, you can start working on your local SEO again.
Solicit reviews from customers, keep your website updated, and use keywords consistent with the new place. This is critical if you’ve moved to a new town.
Connect with local people through your social media account to build rapport with your followers to help attract local customers. People want to visit businesses that are engaged with and care about their community.
Successful local SEO is all about attention to detail. Stay on top of your location information, wherever it appears online, and you’ll see less fluctuation in your rankings and foot traffic when your business moves.
You’ll also be better placed to compete with the businesses around you. More importantly, people will find your store, and you’ll hold onto those valuable customers.
Have you ever moved your business? Did it affect your local SEO?
The post How to Update Local SEO When Your Business Moves To A New Location appeared first on Neil Patel.
66% of Americans check their phone 160 times a day. That’s a lot.
When we’re not on our phones, we might be browsing the web on a laptop, playing a multiplayer game online, watching Netflix on a Smart TV and so on… The point is, we’re bound to a digital world which means that every business needs some form of online presence these days.
The trouble is digital marketing trends change all the time. How are you supposed to keep up?
Furthermore, you can give digital marketing your best attempt but who’s to say that your competitors won’t one-up you? Because people are always coming up with new, more effective marketing tactics.
But, don’t fret. A digital marketing consultant can help you upgrade your online strategy.
5 Ways a Digital Marketing Consultant Can Help Grow Your Business
A digital marketing consultant will help you grow your business through strategy and planning. This is important as marketers who make the effort to plan campaigns and projects are 356% more likely to report success.
Here’s what a digital marketing consultant can do for you:
1. Develop an Effective Digital Marketing Strategy
A consultant can put together a detailed, actionable digital marketing strategy based on your business objectives. They’ll do this by conducting in-depth analyses of your current position and target audience.
This will likely begin with a SWOT analysis which assesses Strengths, Weaknesses, Opportunities and Threats. It will provide great insight into how you run your business, the efficacy of your marketing, your position in the competitive market and more.
Audience research will likely result in creating buyer personas. The consultant will figure out how best to reach your audience through digital marketing, including their preferred marketing channels.
With all of this information a consultant can determine the best overarching strategies, platforms to target and define a set list of tasks that will help you grow your business.
2. Create a High-Converting Sales Strategy
Want to increase sales or generate more leads? A digital marketing consultant can also help you with your advertising strategy.
Paid ads drive traffic and increase sales. For every $1 spent on Google ads you get $2 in revenue.
Google isn’t the only advertising channel available to you, however. A consultant will determine which advertising channel will get you the best ROI, whether that’s Google, native advertising, paid social media ads, video ads or other placements.
They will also determine the other aspects that contribute to a successful campaign, such as audience segmentation, keywords, duration and budget.
A consultant can plan impactful ad campaigns for you from start to finish.
3. Establish Useful KPIs
You may already have an idea of what your marketing goals are. But how will you know if you’re making progress towards those goals?
A digital marketing consultant will guide you on which key performance indicators and metrics you should track according to your specific objectives and strategies.
They’ll help you create a system by which you can measure and report on the performance of your projects. They can also direct you to the right analytics tools and software.
This will help you keep track of business growth and make changes where necessary.
4. Suggest Innovative Ideas
Another awesome thing about working with a digital marketing consultant is that they have a fresh, unbiased perspective on your strategy.
As experts in the field of digital marketing, they’re up-to-date on the latest trends. So, they’re able to come up with cutting-edge ideas that’ll drive growth for your business.
For example, some of the latest digital marketing trends are:
- The rise of programmatic advertising
- The introduction of visual search
- The shift towards interactive content
If you’re looking to do something unique as in the above examples to gain a competitive edge then a digital marketing consultant could be a massive help.
5. Drive Growth on Multiple Channels
An omnichannel approach to digital marketing is necessary these days. One reason is that people come into contact with your brand at multiple touchpoints before making a purchase. Furthermore, you can reach more people that prefer or use different channels.
The best digital marketing consultants are experienced in a range of platforms and marketing activities from SEO to email marketing to social media.
Therefore, they can help you create consistent campaigns that get results across multiple marketing channels, with particular emphasis on the channels that make most sense for your target audience.
How to Get Started with Digital Marketing Consulting
If you want to get the most value from working with a digital marketing consultant, there are a couple of things you need to do to prepare:
1. Set Clear Expectations
Any digital marketing consultant worth their salt will do their best to make you happy. But, that can only happen if you set clear expectations from the beginning.
After an initial consultation, you’ll work with a consultant over one or more sessions per month or order their time by the hour. Discuss what you expect to achieve and in what number of sessions. Then the consultant can do their best to make that happen.
To give you an example, you might say that by session six you hope to have increased blog traffic by 10%. If you need it, a consultant can help you set realistic expectations.
Other expectations you may want to share:
- Which tasks you want them to prioritize
- Your preferred method of communication
- How often you wish to receive updates
2. Share Access
There are certain assets and accounts a digital marketing consultant will need access to in order to do their job. This is why it’s important to work with a consultant that you can trust.
Firstly, they’ll want to view any existing reports and data. You’ll need to provide access to your Google Analytics, social media accounts (to view social analytics) and other relevant accounts.
Furthermore, you’ll need to share relevant documentation related to your business. For example, this might be existing audience research, market analysis, branding guidelines, your mission statement and the like.
Naturally, you should only divulge what you’re comfortable with and what you feel is relevant. The purpose of sharing these things is simply so that the consultant can learn as much about your operations as possible to make informed, strategic decisions.
Measuring the ROI of Digital Marketing Consulting Services
ROI refers to the profit you gain in relation to the cost of your investment. To calculate ROI, you might use a formula, such as this one from HubSpot:
Let’s break down what each of these terms means:
- Number of leads – how many leads did the campaign produce?
- Lead-to-customer rate – how many of those leads became customers?
- Average sales price – what is the average product price?
- Cost or ad spend – what were your costs? This includes ad spend or the cost of creating content, as well as the digital marketing consultant fee.
When calculating ROI, bear in mind that there are variables to consider. Let’s say for example that a campaign generates a lot of leads, but an ineffective sales team or lead nurturing strategy could fail to turn those leads into customers. This will, of course, impact ROI. There may even be other, wider variables, such as the state of the economy.
Furthermore, what you gain from digital marketing campaigns depends on your objectives. In some cases, it’s better to think of what you’ve gained or achieved in relation to your goals rather than placing the emphasis on monetary values.
Sometimes, you should measure the ROI of digital marketing consulting services according to key performance indicators. Have they helped you succeed in generating brand awareness, increasing rankings, improving click-through-rates of emails etc?
All in all, just remember that ROI doesn’t necessarily mean dollar amounts. You may make huge gains in other areas of your business that will result in sales later, help you retain customers, gain authority for your brand and so on.
5 Point Checklist for Finding the Right Digital Marketing Consultant
Hiring a digital marketing consultant is an investment in the future of your business. This one act has the potential to skyrocket your marketing performance.
Thus, it’s vital you find the right one. Here are the qualities you need to look out for:
1. The Right Expertise
Choose a digital marketing consultant with the expertise that matches your needs. If you’re looking for something specific e.g. content marketing make sure it’s one of their main specialities.
It’d also be beneficial to find a consultant with experience and expertise in your industry. Research what kind of clients they’ve worked with in the past. Let’s say you run an e-commerce store, you’ll need to look for consultants with a great track record of driving growth for online stores.
Also, check out the size and type of business they usually work with. It’s another indicator as to whether they can help you specifically.
2. Able to Deliver
Do their strategies get results? Are they able to deliver on your KPIs and help you reach your milestones?
There are a few ways you can work this out. You can look for case studies when researching a consultancy online. Or ask for relevant examples of successful campaigns when you interview a consultant.
You can also look at their ability to market themselves as a consultant or firm. If they have a strong online presence and a great client roster, then they’re able to produce the same results for your biz.
Did you know that I’m an excellent figure skater…
The point I’m making here is that anybody can make any claim they like. You have to find proof that a digital marketing consultant is actually credible.
Can anybody vouch for them? Find reviews, testimonials and write-ups from trustworthy third parties online.
Accreditations also prove that a consultant is capable of doing what they say they can. Examples include Google and HubSpot certifications.
One key responsibility of a digital marketing consultant is to educate and prepare you for continued success. Furthermore, they need to be able to answer your questions and give you solid advice while you work together.
This means they need an in-depth knowledge of digital marketing best practices. So, it pays to work with a consultant that has lots of hands-on experience.
Furthermore, they need to be up-to-date on the latest trends and be confident in their knowledge of where digital marketing is headed in the years to come. That’s why I set up Neil Patel Digital with a group of highly-knowledgeable industry thought leaders:
5. On Your Wavelength
Do you and the digital marketing consultant share the same vision when it comes to growing your business?
When researching consultants try to gain an understanding of their values and their approach. Get to know them and ask the right questions, such as:
- How have you helped clients like me in the past?
- How familiar are you with my industry?
- Do you have any preliminary ideas for my strategy?
- How much will you involve us in the process?
- What happens when a strategy doesn’t work?
Their answers should help you assess whether they’re the right choice for you.
There are many reasons you may want to hire a digital marketing consultant. For instance, if you struggle to keep up with advancements in digital marketing. Or you just can’t seem to edge past your competitors.
A digital marketing expert can help you come up with marketing and sales strategies that drive growth. They’ll bring fresh ideas and help you dominate multiple channels.
As long as you find a good one that is.
When it comes to choosing a consultant to work with, find somebody that’s a good fit for you specifically, i.e. they get what you’re trying to do and have the relevant experience and expertise to meet your needs.