Smithfield News & Blog

Date posted: 4 Jul 2019

Posted by: Andy Kinsey

Post category: Blog

Date posted: 4 Jul 2019

Posted by: Andy Kinsey

Post category: Blog

Building Your Local Search Presence

In our previous article you can see that location-based marketing needs full media integration to deliver growth. In this article we focus on local search and how it needs to work as a stand-alone tool to deliver continuous traffic to your website or local store.

how to grow your organic search presence

Whether you have one real-life location, 50 or even 1000, optimising your SEO strategy and website for multiple locations isn’t generally that easy.

Ultimately, search engines are always changing algorithms, coupled with an ever-growing array of competition and it’s easy to see why growing a local search presence is difficult. However, with a little focus and know-how there is plenty that can be done to help any company achieve more in local search.

At Smithfield we are used to this challenge, working with brands and charities to improve local search visibility, improve click-through rate and ultimately drive highly qualified traffic to their website or store location which is more likely to convert. Further, having SEO integrated into the wider media enables a full media planning and optimisation approach when delivering location- based marketing. This gives a more joined up and effective campaign which isn’t delivered in silos.

What Does Local SEO Bring?

You may wonder why a focused approach to Local SEO is any different to a general approach to SEO. It’s a great question to be asking.

The answer isn’t black and white, Local SEO should really be part of a package of holistic on-going SEO and isn’t a one-off campaign. Part of the optimisations you may be recommended (such as code changes) may be one-off but other works should be on going. Local SEO is separated out as more of a theme, a little like Link Building and Content Creation often are.

Local SEO, as with all SEO, is something that brings long-term gains. It is something that gives exponentially compared to the amount of effort you put in, whether that’s research or implementation.

From the view of what users see in search, Local SEO allows your business to take advantage of search features such as the Local Pack (the map and 3 local listings), the knowledge graph, people asking (questions) and other features too. Additionally, the better your local SEO the more likely your website will integrate well with Voice Search (Comscore believe we will see 50% of consumers using Voice Search every day by the end of 2020). Based on a study by Chitika, mobile voice-related searches are 3X more likely to be local-based than text.

Overall, localised SEO is about delivering high quality traffic to your website or store which is more likely to convert.

Local SEO Tips to Rank #1

1 – Exploit Google My Business

GMB is completely free to sign up too (https://www.google.com/business/) and yet is surprisingly under used. List your one location or your 1000 locations, if you’ve got multiple locations make sure you individualise them if you can – especially use unique photos, around 50% of GMB locations have no photos! Stand out from the crowd!

2 – NAP Consistency is Key

Name, Address & Phone Number. Ensure every location and everywhere you list (and have citations) the NAP is the same format, and its in the format Google wants! (https://support.google.com/business/answer/3038177?hl=en )

3 – One Location, One Page

Don’t stuff all your locations on to a single page, its just really annoying for users (imagine scrolling for an opening time or phone number!) and why on earth would google rank that page for an individual location out of your 50? It wouldn’t.

Local SEO is key to delivering quality traffic to both your website and your stores. It works well at keeping traffic ticking over, when no campaigns are running, but comes into its element when integrated into a wider location-based marketing campaign. It keeps consumers in the customer journey building a greater propensity to purchase.

Date posted: 4 Jul 2019

Posted by: Sarah Coften

Post category: Blog

Date posted: 4 Jul 2019

Posted by: Sarah Coften

Post category: Blog

Delivering a location-based campaign for a retail brand to restore growth and sales

The Challenge Recently we have been working with an established high street retailer operating in the food and drinks category. They were losing market share to their main competitors and came to us with the challenge to restore growth by increasing customers and like for like sales. Our Approach Going through our planning process, we identified that our clients’ customers are not particularly loyal. Through research, we also learnt that our client’s product is thought to be the most premium and best quality in the category. Our approach was to drive trial by using a strong offer advertised in close…
Read More

Date posted: 1 Jul 2019

Posted by: Garett Farrell

Post category: News

Date posted: 1 Jul 2019

Posted by: Garett Farrell

Post category: News

The power of integrating location-based marketing

The power of integrating location-based marketing While mobile is undoubtedly fundamental in boosting location-based marketing, at Smithfield, when we mention it, we aren’t just talking about mobile, or how to navigate a store. We’re viewing it instead as a method of connecting consumers to brands and products at a local level. If you do a quick Google search, it soon becomes clear that the majority of articles about location-based marketing focus solely on mobile. That’s understandable given the figures already cited. However, in our view, adopting a mobile-only approach is a mistake because location-based marketing is at its most effective…
Read More

Date posted: 3 May 2019

Posted by: Smithfield

Post category: Blog

Date posted: 3 May 2019

Posted by: Smithfield

Post category: Blog

How advertising at the right time can add to the success of your business.

Our clients are often faced with the challenge: when is the best time to advertise or launch my product? Advertising at the right time can have a huge impact on the success of your business. From a media planning perspective, there are price fluctuations in the TV market that can make the same quantity of TV a lot cheaper in summer months, versus a highly demanded period like November (in the lead up to Christmas). This is standard stuff – any media agency worth employing will have a comprehensive understanding of the economics of the TV market. But it is…
Read More

Date posted: 24 Apr 2019

Posted by: Sarah Coften

Post category: News

Date posted: 24 Apr 2019

Posted by: Sarah Coften

Post category: News

Digital Adspend Study reveals UK Advertisers spent £13.4bn in 2018

Sarah Coften, Digital Director at Smithfield attended the IAB annual announcement of the Digital Adspend Study, which measures the size of the digital advertising marketing in the UK and is published by IAB UK and PwC. Here’s a round-up of the facts and the consumer habits and behaviours driving the changes in spend among advertisers. Brexit anxiety and concerns about consumer confidence in advertising failed to stop UK advertisers spending a record £13.4bn on digital advertising last year – a 15% jump on 2017. And in a first for the UK advertising industry, smartphones has surpassed desktop spend to account…
Read More