I’m over the moon to be working with Abbey Locks, an emergency locksmith in North London who have an impressive list of clients. They have enlisted my SEO services in order to dominate the local area. They also want my expertise to help create a new website, increase website visitors and build the authority of their brand on Google.
The project involved a localised SEO strategy and the creation of high-quality content to demonstrate the in-house expertise at Abbey Locks. What struck me about the company 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 his authority in his niche and to drive quality visitors through the door. Nice!
Local SEO & Content Strategy (be relevant and 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 Abbey Locks don’t want people from Scotland calling them when the 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 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 capture links from local sites that complement 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’re 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 many great reviews but these aren’t on Google. We’re 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 an important 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.