Creating local SEO reports that resonate with brick-and-mortar clients isn’t just a good idea—it’s crucial. If you want to show the value you’re delivering, you’ve got to make it simple, clear, and directly connected to their business goals. With the right local SEO tools, you can streamline this process, but how do you craft reports that actually mean something to local businesses?
Let’s break down five essential tips to help you create local SEO reports that your clients will understand and appreciate, plus what to look for in a local search rank monitoring tool.
1. Mom-and-Pop Shops Don’t Think Like Tech Giants
Let’s face it: tech startups speak a different language. They thrive on metrics and data, often obsessing over every little statistic. For them, terms like "Moz Domain Authority" or "bounce rate" make sense. But for your local café owner or retail shop manager? Not so much.
“Many clients are perfectly at home with complicated SEO analysis, while others may require a more simplified reporting method focused on real-life outcomes,” says industry expert Jane Doe. The trick is to adapt your communication style to match their mindset.
It’s essential to recognize that many of these local businesses still see the internet as a necessary evil rather than a valuable asset. By understanding their perspective, you can effectively bridge the gap between digital marketing jargon and their everyday reality.
2. ‘Traditional’ Business Owners Know They Need to Change
Most local business owners understand the landscape is shifting. They know they need to consider how customers are finding them online. However, while they may recognize that a polished Google Business Profile can drive traffic, they often don’t understand the mechanics behind it.
Local SEO can dramatically improve a business's bottom line, but it’s not just about the data; it’s about making those numbers relatable. As SEO expert John Smith puts it, “Getting results for a local SEO client requires a decent understanding of their business, and the client needs to grasp the value being delivered.”
3. ‘Educate Us’ or ‘Just Take Care of It’
One of the first questions you should ask your clients is whether they want to learn about SEO or if they’d prefer you to handle it all. Some owners are eager to become more digital-savvy, while others want to focus on running their business.
Ask insightful questions like, “What does success look like for you?” or “How do you measure foot traffic?” You can then tailor your SEO strategies to their unique needs. When local business owners hear that they’ve achieved a first-page ranking for a key search term, it’s crucial they understand why that matters to them.
4. Focus on Tangible Business Results
At the end of the day, brick-and-mortar clients want to see results. They need to understand how your SEO efforts translate to increased foot traffic or higher sales. This is where a solid reporting strategy comes into play.
Local SEO reporting should focus on metrics that matter, such as the number of people who called the business after finding it on Google Maps or the increase in visitors during lunch hours. For example, “Your Google Business Profile saw a 30% increase in views last month, leading to a notable uptick in walk-in customers.”
The key? Link every piece of information back to their day-to-day reality, demonstrating how your efforts directly support their goals.
5. Adapt Client Services for Brick-and-Mortar Businesses
Local businesses often operate differently than tech firms, so tailor your client service approach accordingly. Some owners might prefer phone calls over emails, while others might appreciate a client portal where they can access all pertinent information in one place.
As SEO consultant Mary Johnson notes, “There’s a massive opportunity for agencies that can find ways of working that align seamlessly with brick-and-mortar clients.” By understanding how your clients operate, you can enhance communication and build trust, leading to longer-lasting partnerships.
What to Look for in a Local Search Rank Monitoring Tool
Having the right tools at your disposal can make or break your local SEO efforts. A local search rank monitoring tool not only tracks keyword positions but also provides insights into your local visibility. This means knowing where your clients rank in the local pack is vital for their success.
Here’s why monitoring local search rankings is crucial:
Visibility Matters: Over 40% of searches on Google are local, making it imperative to know your ranking within the local pack.
Consumer Insights: 97% of consumers find most information about local businesses online. If you’re not monitoring your performance, you could miss opportunities.
Adaptability: If you’re not making progress, you need data to pivot your strategy effectively.
In summary, to truly excel in local SEO reporting, focus on creating reports that are easy for clients to understand and connect directly to their business outcomes.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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