Evaluate Your Local SEO Strategy by Asking These 3 Questions

Whether you’re looking to hire a Raleigh local SEO as a small business in the area or just want to know more about what local SEO is, I’ve made this guide to educate you about how a local SEO can help your business in the North Carolina Triangle area attract qualified customers.

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How you evaluate your local SEO strategy or determine whether you should start one depends on how you answer the following 3 questions:

  1. How can I determine if SEO makes sense for my local small business?
  2. What makes local SEO different from regular SEO?
  3. How is local SEO in Raleigh different from other places?

As an SEO consultant who built a lead generation website from 0 to tens of thousands of views per month, I have a good sense of what works to bring eventual customers online and what doesn’t.

While not one answer to these questions will determine if you should have a local SEO strategy or not, each should play a big factor and help you make the ultimate decision for your own business.

While anyone can build traffic, it takes a smart approach to funnel website searchers into actual revenue for your local small business—and understand it’s all about ROI.

In fact, I personally don’t take on local SEO clients unless I feel there will be positive ROI.

By doing some legwork upfront, you should be able to determine whether a local SEO strategy would be a wasteful part of a local marketing budget, or if it wouldn’t be a waste… where and how you should focus your resources.

Let’s get to it.

1. How can I determine if SEO makes sense for my local small business?

To answer this question, you first need a general idea of how much a lead is worth to you. As an example, if it will cost you $100 to acquire a lead but each lead only brings you $15 of revenue, that’s a terrible ROI and you need to either pivot that marketing strategy or abandon it completely.

On the flip side, if your marketing spend is just a few dollars per lead (or website visitor) and each of those potential customers equals $50 or $100+ of revenue, well that’s something to focus on.

So make an estimation of how much revenue each customer would bring you.

I can’t answer that for you exactly, but as an SEO consultant I can tell you roughly what that number is in your industry.

A good local SEO consultant can tell you how much your competitors pay for online PPC (pay per click) advertising, and this serves as a good starting point to get an idea of how much a new lead is worth to a business.

This becomes relevant because if competitors are paying a certain PPC amount, and we can attain the same customers cheaper with a good local SEO strategy, then we should attain a great ROI with it.

With that cost per lead or customer lifetime value number, you can make an educated guess on whether A) it makes sense to pay “x amount” of money for local SEO, or B) it makes sense for you to invest the time to master local SEO yourself—if you  don’t want to spend the money for an SEO consultant.

As I’ve done SEO-type research on the Raleigh local SEO scene, I’ve seen a wide range of results. Certain small business industries spend a ton of online PPC ads, and they’d likely see massive results with SEO.

But there’s other industries in Raleigh (restarants in particular), where the PPC spend is so low, visitors from online are hard if not impossible to track, that any local SEO efforts probably aren’t worth embarking on—and a type of client that I frankly wouldn’t take on because of that.

2. What makes local SEO different from regular SEO?

This is sort of a trick question, because for a good SEO consultant the differences between regular and local SEO are mostly minor. To be good at SEO, you need to build the website’s credibility. That’s important whether you are looking at global SEO or local.

However, this is an important question to ask and answer if you’re a small business where your clients are all local Raleigh people.

A local SEO strategy should have techniques that are specific and unique for finding local clients and customers.

I’ll give you an example. My Raleigh local SEO strategy focuses a lot on providing value through online content to increase organic traffic. That sounds like jargon, but bear with me. As I create that online content I have specific pieces of content that target local customers specifically, and the entire website structure is built around the performance of those pages.

Your local SEO consultant doesn’t need to do that same thing exactly, but they should be able to tell you how they are specifically targeting local online traffic opposed to just anyone online.

3. How is local SEO in Raleigh different from other places?

This is where I get to shine, because I’ve been in the Raleigh-Durham area for over 3 years now. You don’t have to live here long to realize the culture is different here…

  • The southern hospitality is still definitely a thing
  • If you’re friendly many people are willing to help you
  • Customers want to know, like, and trust you and your business

Because we know these things, why should we suddenly forget them when setting up a local online marketing strategy?

One of the things that’s lacking in the overall SEO industry as a whole is a genuine care for clients, and the customers that visit their websites.

I’m sure you can see it and sniff it out. A lack of passion. A general sense of coldness.

Well guess what, customers can see that too, and they feel and observe it as they visit your website. If your local SEO strategy doesn’t cater to this, and especially in Raleigh, then the chances are that you won’t find much success.

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This is something that all of the metrics and data from the SEO firms won’t tell you, because it’s not a numbers thing.

It’s a heart thing, and it’s still very alive in Raleigh.

Whether you’re doing local SEO yourself or hiring a Raleigh SEO, make sure this intangible quality is present and a focus in your online efforts.

Parting thoughts…

That brings us to the end, and I hope it’s a good launching point for you.

Local SEO isn’t for everybody, but there’s great opportunity for the businesses in the right type of industries. Hopefully I’ve given some of you some insight on which camp you fall on, and what types of things you should be looking for moving forward.

If you’re looking to join this SEO consultant who believes this crazy thing that caring matters, give me a call (919-424-1929) and let’s get to know each other.

Otherwise, go out and be smart with your online marketing.

Education is power. Whether you’re educating your customers or educating yourself, keep it going and make sure the learning never stops. That’s truly the best ROI you can have.