I’m literally over the moon to be starting work with my new client, AbbeyLocks. Abbey Locks is an emergency locksmith based in North London, with an impressive range of clients that has enlisted my seo services so they can dominate the local area. Mark at Abbey Locks has asked for my expertise to help him to create a new Abbey Locks website, to build the authority of his brand in Google and also to increase website visitors.
The project will involve a localised SEO strategy and the creation of lots of high-quality content that will demonstrate the in-house expertise at Abbey Locks. What struck me about Mark and his team is that they are extremely knowledgeable but haven’t had the time to market that element of their business. This is common with most small businesses because they are busy with the day job.
I’m now planning to use this expertise to build out his authority in his niche and to drive quality visitors through the door. Nice!
Local SEO & Content Strategy (Be Relevancy & Targeted)
With any Local SEO project, it’s important not to just go after the obvious ‘holy grail’ keyword search terms. Yes, it would be great to rank 1st on Google for ‘locksmith’ but that wouldn’t help Mark if he had people calling him from Scotland when his business is based in North London.
A load of traffic is no good if it’s not targeted!
A small business SEO strategy needs to focus on content that will rank well in the long-tail. By this, I mean longer, more targeted phrases or questions people will use to get answers. These long-tail terms are easier to rank for and send a more qualified type of visitor.
Abbey Locks has expertise and extensive knowledge in a wide number of areas including the initial lock fitting, lock changing if it has become jammed or as a safety measure and lock repairs for people who have been burgled. My team and I will be creating ‘authority content’ in all these areas.
As well as great content, you need to build and captured links from local sites that compliment the business. A local link network demonstrates popularity and authority in the eyes of Google which it then gives greater exposure too.
Of course, the only real way to capture quality links is to provide value in exchange for the link. For example, local news sites and local businesses will feature you if you are proving their audience with something useful.
In Abbey Locks case, this might be an article on ‘securing your home over the Christmas period’ or ‘a guide to choosing the right locksmith’. Security is always an issue because you never know who you are calling. It’s important to do the right checks before getting someone to add a new lock to your front door, especially if you need the services of an emergency locksmith. Urgency is key but it shouldn’t outweigh safety. We’re going to make sure Abbey Locks exudes trust!
On a final note, we are also looking at building the credibility of Abbey Locks in the eyes of potential customers. Mark and his team generate most of their business through repeat and word-of-mouth referrals and have a ton of great reviews but these aren’t on Google. We are going to utilise his Google Business listing to ask customers for reviews which will boost the company profile.
Social proof in the form of customers reviews, social media and local press coverage is a key part of gaining trust and ensuring your business is locally recognised as the expert in its field. I won’t lie, it’s not easy but nothing good ever is. It takes time but it’s something that your competitors are most likely not doing, so there’s your opportunity.