Wondering how SEO (search engine optimisation) can help your Auckland business? There are some significant differences in strategy for locally-focused businesses compared to companies that trade primarily online, nationwide or internationally. Many small businesses aren’t even targeting the entire city, focusing only on generating search traffic from particular suburbs.
So how can you go about making sure your site comes up for the most relevant searches when it comes to location? Here are the keys to making Auckland SEO work.
Why Do Some Sites Rank Better Than Others?
If you keep finding your competitors coming up at the top of the search results while your site languishes on Page 4 or 5 of Google, you’re probably banging your head against the wall trying to figure out what you’re doing wrong. Here’s a quick overview of what makes a website rank well on Google.
If you run a shoe store based in Mt Eden, then obviously you’ll want to be found for searches like ‘mt eden shoes’, for example. But guesswork is not the best approach when it comes to keywords.
The first step is to research keywords search volumes to find out which location-specific terms get the most search traffic. You may find that suburb-specific searches don’t get enough traffic to justify making them your main keywords, in which case you might be better off going broader and targeting more general Auckland-related keywords.
Compare, for example:
shoes auckland – 4400 Phrase Match searches per month on Google
mt eden shoes – 91 Phrase Match searches per month on Google
The beauty of tightly-focused local search terms is that they tend to convert very well. Most of them are what we call ‘buyer keywords’ – that means the searcher has already made the decision to purchase something and is just trying to decide on the right company or product.
So it’s not just about traffic numbers – it’s also about how well keywords convert. You may find you actually get more sales from relatively low traffic, more location-specific keywords.
Once you know which keywords you want to go for, the next step is ranking for them. On average, about 40% of all searchers will click on the #1 result on the page, and roughly 90% of searchers will never go past the first page of results.
Try Our Website Ranking Services
Ranking a website comes down to two main tasks: on-page and off-page SEO.
On-Page and Off-Page SEO
On-page SEO refers to putting all those keywords you’ve identified on that right places on your website. That means your META tags (the parts of each page that show up on the search results pages), your headlines, content, links and URLs.
That’s the relatively easy part. The hard part is off-page SEO, which means getting other websites on the Internet to link to your site. When it comes to links, it’s about quality over quantity. Submitting your website to thousands of directories may help, but it’s not an ’80/20′ strategy. At Premium SEO, we focus on the 80/20 strategies to get top quality, powerful, high authority links which help rank your website quality and keep it at the top of the results page for the long term.
Using Google+ Local
Many Auckland business owners don’t realise it, but there are actually two ways to get free search engine traffic. One is by ranking your website itself, but you can also set up a Google+ Local page for your business, link it to your website, and use it to rank.
Google+ pages are actually often easier to rank for city-specific or suburb-specific searches. Rather than being based on links, though, Google+ rankings are based on factors like mentions of your business around the web, local directory listings, and reviews on your Google+ page itself.
SEO in Auckland: Our Services
We use a combination of website ranking and Google+ optimisation to help you get as much targeted local traffic as possible, with an ultimate focus on increasing your sales (because at the end of the day, that’s what really matters).
Tom McSherry is the founder and chief strategist of Premium SEO NZ. Tom has been in the digital marketing industry for 8 years providing digital copywriting and optimisation services to businesses in New Zealand and around the world. Connect with him on LinkedIn here.
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