Local SEO – Every Keyword is a Campaign

Keyword Campaign Index Card

Keyword Campaign Index Card

Here is your Local SEO 3×5 Card for the week focusing on keyword campaigns.

Search engines rank pages not websites. This is so important to keep in mind for local SEO. Even if CNN is ranking number one for your keyword term, you are competing against that page, not the CNN website.

If you set out with your small business SEO campaign thinking that you are going to beat a competitor’s website, you’re likely to waste time and money, make yourself very frustrated and end up believing that SEO doesn’t work.

Target One Keyword Phrase at a Time

We conduct market research and keyword research to determine the best targets for our website visitors. While you may have a list of 20 keywords that you want to target, you must consider each as a separate campaign. Why?

It’s really basic; search engines rank pages and you need to give them what they want to rank your page. To give them what they want you must provide the content that they’re looking for and send enough links to your pages to let the search engines know they are relevant and important.

And, never, never forget the customer. It does you no good to rank number one for a search term if your content doesn’t meet the searcher’s needs and answer their questions.

A Skirmish, A Battle, Or All Out War?

Now that you’re convinced that you need a campaign for each keyword term, how do we determine how big that campaign will be and how much time and money we’ll need to give the search engines and searchers what they want.

The Campaign Factors

Here are the factors that determine the extent of your campaign:

The Authority of Your Site
Your Conversion Goals


First, How many other pages are targeting this keyword phrase? But, more importantly, how many are intentionally and aggressively targeting this phrase. Do they have the keyword in the title, description, on the page several times, or, did they simply mention the term on their page. That happens a lot in Local SEO. It’s because no local businesses are targeting a good term, so other sites that simply mention the term, are ranking. A really fast check is to see how many links with the keyword in the anchor text are going to the page.

Competition varies even for the same term in a different location. It just depends if competitors in that town have begun their small business SEO campaigns.

Your campaign may be a single page, five pages or 50 pages or more. It depends on the term and the competition.

Your Site Authority

If CNN wanted to rank for your local keyword term, they would create page with relevant content, put the keyword in the article, title and description and then send a few links from their site to the page. A link from the home page would rank it number one forever.

CNN has authority. They have 1.5 million pages and 25 million links. What you have now can help you rank for other terms. If your site is 8 years old with 500 pages relevant to the new keyword campaign, then your work will be easier than if you have a new site.

Your Conversion Goals

What do you want the visitor to do once they get to your page? What action do you want? Is your page created to lead them to this action?

If you want people to contact you, then make it clear. If you want them to go to product pages, entice them to do it and make it easy. If you want to educate them first, then multiple pages with videos may be needed. What you need to do to lead visitors to your desired action determines the number of pages and the depth of content.

This Seems Like a Lot of Work!

Perhaps this seems like a lot of work for local SEO, but that’s why you do keyword research to make sure there’s traffic. You look to see if your competition has been running Adwords and how much they’re paying. You make sure it will be worth the effort before you target a competitive term. But, if the traffic is there and your term converts, your one time big effort with a little maintenance will pay off for years. What other marketing platform gives you what no cost organic local SEO provides?

My business has prospered using Daytona Beach SEO methods to give visitors and search engines what they want. It can work for you.

The Case for Small Business SEO

Do You Need SEO for Your Small Business?

In 2008, for the first time, more people searched online for local businesses than used the Yellow Pages. If your business doesn’t come up in the top of the search engine results, those visitors are going somewhere else. You need SEO to get you in the top results for competitive markets. If that’s where your customers are going, isn’t that where you need to be?

If you’re in a market where there’s strong internet search traffic, SEO will bring a portion of that traffic to your website. How much depends on primarily two factors:

  1. A well designed website that converts traffic
  2. Targeted traffic to the website

Traffic is needed, but what happens when the visitor gets to your site? Is this a place they are excited to be? Can they easily find the information or products they’re looking for? Will they take your desired action?

Do you want the visitors to call you, visit your store or restaurant, order a product, fill out a form or enter a contest? What does the customer need to do in order for you to profit now or in the future? Your website must meet both your needs and your customers needs.

Internet Traffic vs. Print and Broadcast Media

What if I came to you and said,

Your internet advertising traffic cost will go down every year.

Would you be interested? Well, that’s the beauty of building your own media property called a website.

We design the site to respond to your customer needs and generate profit for you. Then we drive traffic to the site using search engine optimization. Depending on the business, we might also use social media sites like Facebook and YouTube. Yes, there’s a cost in time and money to create your web properties, but for the first time in the history of business, we’re investing in our marketing instead of spending money.

The cost for SEO should be based upon the competition in the market. Many business spend too much and many spend too little. What you spend should be tied directly to how competition there is in your market. There’s more competition for used cars in Atlanta than in Daytona Beach. The Atlanta dealer will need to spend much more to generate traffic.

A well designed strategy will reduce your expenses. My real estate business spends 90% less in lead generation than we did four years ago. Yes, we invested in building the site and building traffic, but the cost of sustaining that traffic decreases every year. Imagine the shift in your business marketing and sales when you go from spending money on sales and marketing to investing money instead.

Quick Summary

  • You need small business SEO ┬áif there is sufficient search engine traffic in your market to justify the investment.
  • If there is sufficient traffic someone else is getting that business if you’re not.
  • Your investment will be based on competition and your customer requirements.
  • Your SEO costs for your market should be based on the competition.
  • Over time your cost to market using SEO should go down.