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Service Spotlight: Local SEO SEO

Local SEO In The Spotlight

At Blue Compass, we work with a lot of businesses that have a strong local presence in their communities but often lack a strong digital presence to generate leads. This was true for two of our clients ingrained in their communities without the visibility to show for it in search. To enable cost-effective opportunities to grow local leads and engagement, our team recommended Google Business Profile (GBP) optimizations.

Rivers Edge Bank, a local bank with five existing GBPs for their locations across Iowa and South Dakota, already had an active local search presence, but we noticed performance plateauing over time. Kling Roofing, a local roofing company in Iowa, wanted to generate leads but were wary of straining their marketing budget. We leveraged our local SEO expertise to optimize their Google Business Profiles and help these organizations become local industry leaders in search.

17% increase in Rivers Edge Bank's active users driven by GBP YoY

80% improvement in Rivers Edge Bank's engaged sessions driven by GBP YoY

50% improvement in Rivers Edge Bank's engagement rate of GBP users YoY

25% increase in Rivers Edge Bank's key events by GBP users YoY

Google Business Profile Optimizations Enable Big Gains

With Google Business Profiles already built for five of their locations, Rivers Edge Bank struggled to keep traction going and gain critical leads. We noticed growth had become stagnant over an 18-month period, but not for long. As their digital marketing partner, we saw an opportunity to create keyword-rich service descriptions detailing their banking expertise and capabilities. Strategizing, writing and implementing detailed descriptions, we helped Rivers Edge Bank amplify their digital presence. By the end of the following quarter, traffic and engagement from GBP were already tracking well ahead of the previous year. The results show the importance of ongoing optimizations for your GBP profile to continue generating valuable leads.

Robust Product & Service Content

The “Products” and “Services” sections of a GBP are often under-utilized, but we encourage clients to take advantage of the free space to integrate keyword-rich content about what they do every day. With robust Products and/or Services built out in GBP, businesses become eligible for more rich result opportunities to appear for local search queries. Products can be especially detailed with descriptions, images and links directing back to your website for each individual product. Within months of integrating both Products and Services for Kling Roofing, they reported an influx of qualified leads and appreciated the ability to gain local leads without spending a huge chunk of their marketing budget. Results like these are why we prioritize GBP optimizations for profiles to be as complete as possible for SEO success.

Keyword-Rich Copy

A Google Business Profile puts brands in prime position to promote their capabilities on a localized scale. Local users are often seeking specific products or services available near them, so using relevant keywords in GBP copy and posts signals to Google the immediate value a business can provide for users. Appearing prominently in local search results sets businesses up for highly qualified leads. After we implemented Services with keyword-rich descriptions for Rivers Edge Bank, they saw a 50% improvement in engagement rate for GBP users as well as a 25% increase in conversion actions, like clicks to call or website visits, by GBP users compared to the previous year. GBP tells users and Google alike what a business is all about, so we encourage our clients to take every opportunity to work relevant keywords in.

As a small business with a limited marketing budget, we needed a cost-effective way to reach local customers. Blue Compass optimized our Google Business Profile, and within months we started receiving many qualified leads. It’s been a game-changer for growing our local client base without a huge investment. If you’re struggling to get found locally, this is the way to go. — Reese Kling, Owner of Kling Roofing

Leverage Local SEO & More Expert Tactics To Grow Organic Traffic

Reap the benefits of a comprehensive Google Business Profile and maximize real estate and reach in local search with our SEO experts at Blue Compass. Providing proven best practices, timely optimizations and trusted expertise, we help you create and maintain an engaging GBP to strengthen your local customer base and lay the groundwork for a solid SEO foundation. Contact us to learn more about using GBP to master local search in your marketing efforts.

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