Simple Local SEO in Northern Ireland

Search Engine Optimisation (SEO) is crucial in the digital age.

Everyone uses Google, Bing, Facebook, Twitter and more to search for local products, services or information in their area. Northern Ireland is no different.

Are they finding you, or a competitor?

Local SEO is about providing the information local customers really want.

You need to make sure your information is present, correct and consistent on all of these channels.

Research has shown that up to 34% of desktop searches and 50% of local mobile searches result in a store visit within 24 hours.

Customers are looking for information that they will then act upon.

Basic Information is Key

Getting the basics right is key to local SEO success.

Think about what your customers want to know when they search for you online.

Generally, local people want to know to your address, opening hours, key products and services and contact information.

It’s that simple.

Depending on your business you could also add information regarding important upcoming events and special offers or discounts.

Google My Business

As we’ve mentioned before, in Northern Ireland, the rest of the UK and Europe, Google is king of the search world so this must be taken into consideration when looking at your local SEO.

To get the ball rolling, visit the “Google My Business” site to begin your optimisation journey.

After that it is worthwhile to revisit all of your social channels and ensure key business facts (address, opening hours etc.) are front and centre.

Want to take things a step further? Say hello. 

Use Events & Holidays as a Platform for your Business

In a world of repetitive, boring marketing, be agile and use big events or holidays as a platform to say something different about your business!

Valentine’s Surprises

At the end of every week the good folk at Search Engine Watch discuss five interesting stories in the world of search.

Last week they highlighted the Bing report on a huge surge in Valentine’s Day search traffic.

According to Bing results - Valentine’s Day is the 4th largest spending holiday on the calendar after Christmas, back to school and Mother’s Day.

They noticed steady growth from early January onwards and also highlighted that even single people are getting in on the Valentine’s Day act!

11% of singletons organised or attended a “singles” event with friends on February 14th.

What does this mean for Northern Ireland businesses?

For businesses like florists, pharmacies (selling beauty products) and confectionary stores this might be old news but the rest of us should take note.

All consumer brands and businesses should be aware of the heightened shopper activity around Valentine’s Day.

According to Bing up to 10% of us treat ourselves during the holiday – and that could be any sort of purchase.

Use this heightened activity as a chance to say something different about your brand or business.

Even if you’re considered a traditionally “boring” business you could use the event or holiday as a time to promote a softer image or message.

Be Agile!

The key takeaway from Bing’s research is to be agile, try new things and take advantage of increased demand!

Use big events like Super Bowl 50 or Valentine’s Day to target people in a different way. 

Search Engines are Answer Machines

"Just Google It"

We’ve all said it.

What we actually mean is “Just ask Google” and we’re all searching for answers to our every day questions:

Where are the best walks in Northern Ireland?

What are cheap healthy food recipes?

How can I invest my money?

Think of the questions your customers might ask and then consider how well your website answers them.

Search engines will direct the searcher to the best answer. Is that you?

In thinking this way you can start to highlight the strengths and weaknesses of your website and begin the process of improving things until you provide Google, and other engines, with the best possible answers for your target customers.

Why Should You Care About SEO?

The number of people going online grows every day and they are constantly searching for the products, services, information and entertainment they want and need.

39 million people from the UK used Google alone in 2014 to search for what they wanted. In the same year 64% of all web traffic came from search engines.

6 out of every 10 visitors to your website is a big number. Are you providing them with the right answers to their search questions?

Search Search Search

What are people actually looking for online?

Well, as it turns out, we’re looking for absolutely everything. For example, over 40,000 people searched for “healthy recipes” in the UK in the last month alone.

No matter what your niche, there will be search traffic (although it could be tiny!)

Content-wise people are looking for answers and this could be great product pictures and descriptions, an in-depth explanation of your services or maybe just helpful tips within your niche.

Think about what your customer is asking on a search engine, then set about creating the best answers.