SMA Marketing: How Serpstat Helped Us Sharpen Our Local SEO Strategy [Use Case]
It's also important to consider that according to Google, 70% of mobile searches result in a consumer calling a business directly from search results, making Local SEO strategy even more important. Additionally, Word Stream points out 72% of consumers who perform a local search visit a store within 5 miles of their current location.
By analyzing keyword ranking, companies will gain a greater understanding of the terms their ideal buyer is searching for, and who ranks in the first few spots. Armed with this knowledge, we can confidently develop a content strategy with targeted keywords specific to a client's products and services.
Using Serpstat features, our account managers have decreased our research time, developed targeted content calendars, and more effectively leveraged PPC to develop sharp Local SEO strategies.
Shelley Media Arts is a creative digital marketing agency based in Central Florida. We work with small & mid-size engineering and technology firms, healthcare companies, and local businesses by helping them amplify their message and connect with their ideal customers through Inbound Marketing, SEO, Personalization, Big Data Consulting and Superior Website Design.
Positions and Competitors
Serpstat allows you to go one step further under the Competitors section and you can also gather the same snapshot of keyword rankings. When it comes to Local SEO, this is an excellent opportunity to learn more about the terms your ideal buyer is searching and which websites are ranking for those terms. Sharpening a Local SEO strategy includes noting keywords you haven't used and creating content around them.
Domain vs. Domain
Comparing competitors' keywords with our client's we can quickly identify gaps in content creation specific to local customers. We can also compare competitors against one another. This is accomplished by listing two or three domains and noting the unique terms for each company. For further analysis, you can export reports into Excel or Google Docs.
For local businesses, Rank Tracker provides the clearest picture of what is happening in the business's community. What better way to gauge how to reach new customers than to know exactly what people in your community are searching?
Considering "the average click-through rate in AdWords across all industries is 1.91% for search and 0.35% for display" as of Jan 30, 2018, the more targeted your keyword choice, the higher your chances of conversion with relevant searches becomes.
Serpstat provides detailed PPC information with each keyword search section featured above. Identifying targeted keywords is helpful, but Serpstat results break down the PPC Keyword research by position, volume, CPC, and competition.
By combining targeted keyword research with PPC keyword research we can make a much more educated decision on which keywords to include in an ad as well as which negative keywords to use.
Leveraging targeted keywords narrows the subjects you create content around, informs what to post on social media and highlights the words to add in meta descriptions and ads. Additionally, using the right keywords in link building can better frame the context of your content and help Google understand when to query your websites in search. Utilizing Serpstat we've increased our keyword awareness and developed analytics-based content strategies for our Local SEO clients.
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