Published December 21st, 2018 by Pathways Digital

Use Local SEO to Attract Local Leads

Getting positioned at the top of the "map pack" in Google will not only get you noticed easier, but it will give your website more influence. The first search result tends to be clicked more than the rest of the results. If you have a business location, you want to optimize for your local results. You could get a spot in the "map pack" and the normal organic search too.

1. Focus on Mobile

Google announced their "mobile first" update that rewards sites with mobile-optimized sites with the highest spots in the search engine. Google gives precedence to mobile-friendly sites because more and more traffic comes from mobile devices. More people get access to the internet and smartphones on a daily basis.

2. Longtail Keywords

Ranking for keywords that have high search volumes used to be where everyone focused. Thousands of marketers all fighting for dominance for the same search phrase in Google search.Now businesses see a major benefit from longtail keywords since people searching with longtail keywords are usually further along in the buying process. Now that smart marketers are moving away from keywords and over to content pillars and highly relevant topic clusters, longtail keywords are becoming easier to rank for. This is where working with a local marketing agency gives businesses a huge advantage. Sitting down face-toface is priceless. HubSpot’s new content strategy tool disrupted the way marketers approach to delivering clients improved rankings in Google search to drive more marketing qualified leads.

3. Visual Content & Video

People love to consume video and other video content. Give your visitors crisp, clear pictures, infographics, GIFs and videos to consume to keep them coming back for more.

4. Using Big Data & AI with Hyper-Personalization Strategies

While data collection is nothing new, the way marketers are able to analyze and break down the information into consumable chunks is new. AI-driven marketing technologies have taken companies abilities to leverage their data to the next level by creating personalized content and offers. The ability to deliver promotional content at just the right time means the difference between people paying attention and people clicking the delete button. Using Big Data to analyze user behavior to figure out when the right time to deliver content is just one of the many ways to use this information. Inbound marketing and account-based marketing rely on deeply understanding customer preferences and behaviors to provide a personalized user experience.

5. Conversion Rate Optimization

Attracting users to your site isn’t enough to keep your business running. You need to convert your leads into sales. Conversion rate optimization focuses on getting a higher percentage of people to take a certain action. Usually, this action is purchasing a product or service. Here are some ways to deliver a high-converting B2B experience:
  • Write unique and detailed product descriptions on all of your product pages.
  • Analyze user activity by using heat maps.
  • Make reordering easy for previous customers by creating a buy again list.
  • Streamline your checkout process, so you have less abandoned carts.
  • Automate emails that go out when people abandon their cart.
  • Remarket to people who have visited your site in the past by adding retargeting pixels to your site.
These simple tweaks will make a big difference in your business in 2019. Get ahead of these 2019 trends and start implementing them today.


Are you ready to grow your momentum into 2019? Seo companies can drive traffic to your website, but if your website content does not speak to pain points that resonates with your ideal customers, then the SEO is useless because those visitors will not convert from an anonymous website visitor into a marketing qualified lead that enters the top of your sales funnel. Do your research and partner with a local marketing agencies that know how to not just bring targeted traffic to our client’s website, but more importantly leverage marketing software like HubSpot to nurture those leads down into the bottom of your funnel and into paying customers. Everywhere!

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