Running a local business is hard in an age where almost everyone researches online before making any kind of purchase. Without a website and an online presence, you’ll find yourself lagging behind. But there’s also no point of having a website and writing content if no one is actually seeing it. To combat this problem, you need to make sure you have an SEO strategy and you must have a good reporting structure to ensure this strategy is doing well. Here are some things your SEO Sydney reports should contain as a local business.
Accurate And Updated Regional And Local Data
When it comes to delivering SEO reports and creating a good strategy, data is key. Without accurate data, you simply don’t know how you’re doing. But as a local business, you also need to ensure the data is drilled down to your region for the best results. Consider the following:
- Regional data should include how local competitors are doing in comparison to your business.
- Regional data should include your specific audience and their buying behaviour patterns to help you formulate a targeted strategy.
- Regional data must be regularly updated to help you make informed decisions about your strategy.
As a local business, having general national data is good but won’t help your overall objectives. You need to break down into your region so you’re able to deliver a more effective online marketing strategy for your local audience.
Rich Features To Help You Better Understand Your Online Capability
Your SEO reports should have some robust features to help you better understand how strong or weak you are online. Consider the following features when planning an SEO report:
- How organic and inorganic traffic is working for your website?
- How many backlinks do you have to your website and who are they from?
- How much competitor data do you have access to?
- What kind of position tracking is offered?
- Can you integrate your email marketing, social media and call campaigns into the tool?
- What kind of bounce and exit rates do you have on every web page of your site?
At the end of the day, a full-suite report will help you make better sense of how you are doing and whether your digital marketing efforts are properly paying off. Make sure you’re able to customise at different points in keeping with changing priorities and objectives.
Conversion Rate Optimisation
Getting traffic to your website is fine, but it’s not enough if you’re not converting leads into genuine sales or specific goal conversions whether you’re looking for more sign ups, downloads, followers or anything else. Consider the following:
- Are you converting enough leads into business? If no, what is stopping your audience from taking the next step? Could it be a poor CTA statement or bad website formatting? Take a good look at your website.
- Is your audience stagnating or are you not reaching the right people? A low conversion rate may require you to extend your offerings to a bigger pool if necessary.
- Is your content not being read? This goes in tandem with bounce and exit rates to determine whether people are not reading your content, and therefore not converting.
- Where are people entering the site? Which pages are most popular and how are they engaging with your site? Low engagement will result in a lower conversion rate.
- What devices work best for local conversions? Mobiles or desktops? With more and more users browsing the Internet via their mobile phones especially when they are on the go and looking for real-time information, low conversion rates could be because of failure to optimise for multiple devices.
Understanding conversion rates for your website will help you gain better insights into your local audience. You can then use these insights to develop a strategy that better speaks to their desires. You don’t want hundreds of people on your site if they are not genuine customers so make sure you look at quality over quantity.
Analytics has become more important than ever before because you’re able to get detailed insights into what you’re doing and how you’re doing it. But most importantly, it allows you to drill down deep into your customer base so you’re able to get information even at a local level to help you boost your SEO and overall business.