From Relatively Unknown to Top of the Pack: How Pearl Lemon's Local SEO Strategy Took a Self-Storage Company to the Next Level
Local SEO is a crucial strategy for businesses looking to improve their online presence and attract more customers from their local area. While standard SEO is all about national and/or global visibility, local SEO focuses on capturing the attention of your local audience. It’s a whole new ballgame with unique challenges and strategies.
In this case study, we’ll dive into the nitty-gritty details of local SEO and how Pearl Lemon worked with a self-storage company based in the West Midlands to achieve incredible results.
With a targeted approach that honed in on their local market, the company experienced a surge in online visibility, driving a flood of local leads and conversions. Are you ready to learn about the magic of local SEO? Let’s dive in!
The Client
Our client is a leading provider of applicant tracking system software comparisons designed to streamline HR processes for a huge variety of organizations. The client engaged Pearl Lemon to assist with their SEO strategy to improve their website traffic and generate more leads. While the client had an in-house SEO team, they were struggling with effective link building, as well as trying to get rid of old, bad links that were impacting their search engine rankings.
The Challenges
Imagine you run a local business in a fiercely competitive market. You know your products or services are top-notch, but your online presence is lacking, and you’re struggling to stand out from the crowd. That’s the position our client was in when they sought us out.
As our client is a local business operating in a competitive market, Pearl Lemon faced several challenges in improving their online visibility and reputation. One of the main challenges was to increase their visibility in local search results for important keyword searches and secure a top spot in the “local pack.”
The “local pack” is the top three listings that appear in a Google search for a local query, which can significantly impact the amount of traffic a business receives. Appearing in that coveted spot can be game-changing for any local business, no matter what industry it operates in.
Additionally, Pearl Lemon had to focus on boosting the company’s local brand reputation to establish trust and credibility with potential customers. In this case study, we will outline the solutions Pearl Lemon implemented to overcome these challenges and achieve impressive results.
Our Local SEO Processes
Keyword Research
Keyword research is a critical component of any SEO strategy, including local SEO. Pearl Lemon obviously recognizes the importance of conducting comprehensive keyword research to identify the most relevant and high-performing keywords for the client’s industry and location. The process of keyword research for local SEO differs from standard SEO in that it focuses on targeting location-specific keywords that are relevant to the business. These keywords can include location modifiers such as city names, postcodes, and neighbourhood names. For example, instead of targeting “self-storage” as a general keyword, Pearl Lemon focused on “self-storage in [city name]” or “secure storage facilities in [postcode].”
To find the best local keywords for the client, we used a mix of tools and techniques. We started by using the Google Keyword Planner to find the most relevant and high-volume keywords for “the client’s” industry and location. We also used other tools like SEMrush and Ahrefs to identify the most relevant keywords used by competitors.
When it comes to local SEO, using multiple keyword research tools can be highly effective. Different tools provide different data sets and insights, which can help businesses identify new keyword opportunities and optimize their content for a wider range of search terms.
By using multiple keyword tools, you can gain a more comprehensive understanding of the search landscape for your target location and industry and develop a more effective local SEO strategy.
Additionally, using multiple tools can help mitigate the limitations and biases of any single tool, providing a more accurate and nuanced view of local search trends and opportunities. Overall, using multiple keyword research tools is a best practice for any business looking to achieve success with their local SEO strategy.
We also performed an extensive competitor analysis to identify the keywords that the client’s competitors were ranking for, and we used this information to find gaps in their own keyword strategy. This approach allowed Pearl Lemon to identify keywords that were being overlooked by competitors, presenting an opportunity for the client to rank for those keywords.
Technical SEO is the foundation of any successful SEO strategy. It refers to the technical elements of a website that impact its search engine visibility, such as website structure, metadata, headings, page speed, mobile friendliness, and other key elements.
Pearl Lemon explained to this client, as we do for all our clients, the importance of conducting a thorough technical SEO audit to identify any issues with their website and implementing improvements that would increase its search engine visibility.
One of the primary technical SEO improvements Pearl Lemon made was optimising the client’s website metadata, including page titles and descriptions. We ensured that the metadata accurately reflected the content of each page and included relevant keywords to help search engines understand the page’s content.
This approach helped improve the relevancy and accuracy of the client’s website, which can positively impact its rankings in search engine results pages.
Another crucial aspect of technical SEO that Pearl Lemon focused on was website speed. We conducted a website speed analysis and identified several issues that were causing slow load times.
Technical SEO
Technical SEO is the foundation of any successful SEO strategy. It refers to the technical elements of a website that impact its search engine visibility, such as website structure, metadata, headings, page speed, mobile friendliness, and other key elements.
Pearl Lemon explained to this client, as we do for all our clients, the importance of conducting a thorough technical SEO audit to identify any issues with their website and implementing improvements that would increase its search engine visibility.
One of the primary technical SEO improvements Pearl Lemon made was optimising the client’s website metadata, including page titles and descriptions. We ensured that the metadata accurately reflected the content of each page and included relevant keywords to help search engines understand the page’s content.
This approach helped improve the relevancy and accuracy of the client’s website, which can positively impact its rankings in search engine results pages.
Another crucial aspect of technical SEO that Pearl Lemon focused on was website speed. We conducted a website speed analysis and identified several issues that were causing slow load times.
We worked to address these issues by compressing images, minifying code, and implementing caching techniques, which helped improve website speed. Faster website speeds not only improve the user experience but also positively impact SEO rankings, as Google and other search engines favour fast-loading websites.
Additionally, Pearl Lemon focused on mobile-friendliness, ensuring that the client’s website was optimised for mobile devices.
This included responsive design elements, ensuring that the website displayed correctly on all screen sizes, and optimising page speed for mobile devices. With mobile usage continuing to rise, optimising for mobile friendliness is essential for both the user experience and SEO rankings.
Overall, Pearl Lemon’s technical SEO improvements helped ensure that the client’s website was optimised for search engine visibility. By improving website speed, metadata, and mobile-friendliness, Pearl Lemon helped them create a better user experience, which is essential for retaining visitors and driving conversions.
Additionally, these improvements helped them rank higher in search engine results pages, making it easier for potential customers to find and engage with the website.
Google My Business Optimisation
One of the key components of great local SEO is optimising a business’s Google My Business (GMB) profile. This is because GMB is a critical component of Google’s local search algorithm, and a well-optimised GMB profile can help a business secure a spot in the ‘local pack’ – the top three listings that appear in a Google search for a local query.
To optimise the client’s GMB profile, Pearl Lemon started by ensuring that all of the business’s information was accurate and consistent across all directories and platforms. We made sure that “the client’s” name, address, phone number, and other critical information were consistent across all platforms, which is essential for building trust with both customers and search engines.
We also added high-quality photos to the client’s GMB profile, including images of the facility’s interior, exterior, and staff. This not only improves the overall look of the profile but also helps customers get a better idea of what to expect from the business.
Pearl Lemon also implemented a review management strategy for the client to improve their online ratings and reviews, which can have a significant impact on a business’s local search visibility and chances of being included in the local three pack. We showed the client how to encourage satisfied customers to leave positive reviews and respond to negative reviews in a professional and timely manner.
Reputation Management and Brand Boosts
Reputation management and local brand boosting are also critical components of local SEO. They help businesses establish trust and credibility with potential customers, increase their online visibility, and ultimately drive more traffic, leads, and conversions. Pearl Lemon recognized the importance of working extensively on reputation management and local brand boosting for this client and implemented several tactics to improve their online reputation and visibility.
One of the key reputation management tactics Pearl Lemon used was managing and responding to online reviews. We monitored the client’s online reviews across platforms like Google, Yelp, and Facebook and responded to both positive and negative reviews in a professional and timely manner. Responding to reviews not only shows customers that you value their feedback but also helps address any issues or concerns that may arise.
In addition to reputation management, Pearl Lemon focused on boosting “the client’s” local brand reputation. We did this by creating new original local content targeting specific keywords and phrases relevant to the client’s industry and location.
This included creating blog posts, articles, and other content that highlighted the benefits of the client’s self-storage solutions and targeted local customers. By creating high-quality local content, Pearl Lemon helped them establish themselves as a trusted and credible authority in their industry and location.
Pearl Lemon also worked on building high-quality backlinks from local websites and conducting local link-building outreach campaigns to promote the client’s business in the local community. This approach can help any local business establish connections with other local businesses and organisations, which can improve their local search visibility and reputation.
Local PR
In addition to reputation management and local brand boosting, Pearl Lemon undertook an extensive local PR campaign for the client. Local PR can help businesses gain media coverage and exposure in their local community, which can have a significant impact on their local search visibility and brand reputation.
To implement a successful local PR campaign, Pearl Lemon first identified relevant local publications and media outlets in the
client’s area. We then developed a PR strategy that focused on building relationships with local journalists and pitching newsworthy stories and events that would be of interest to their target audience.
One of the key local PR tactics used by Pearl Lemon was identifying and pitching the client’s success stories to local media outlets. For example, we highlighted their contributions to the local community and the philanthropic efforts they were involved in. This approach not only gained media coverage but also positioned the client as a trusted and valuable member of the local community.
Another local PR tactic used by Pearl Lemon was identifying and pitching the client’s expert knowledge and insights to local media outlets. We provided quotes and commentary on local news stories related to the self-storage industry and wrote guest articles for local publications on topics related to self-storage solutions.
By positioning the client as a local industry expert, Pearl Lemon helped them establish credibility and authority in their industry and location.
Local PR is an essential component of any successful local SEO strategy, as it can help businesses gain exposure, increase their local search visibility, and establish trust and credibility with potential customers.
Results
The results of Pearl Lemon’s comprehensive local SEO strategy for this client were impressive. By implementing tactics to improve local search visibility, optimise the client’s Google My Business (GMB) profile, and boost their local reputation, we helped them achieve a significant increase in website traffic, leads, and conversions.
One of the key achievements of the local SEO campaign was securing the top spot in search engine results pages (SERPs) for multiple important keywords. Through thorough keyword research and the implementation of effective SEO tactics, the client was able to rank highly for their target keywords, including “self-storage in [city name],” “secure storage facilities in [postcode],” and “24-hour access self-storage.” This resulted in a significant increase in organic search traffic to the website
Additionally, Pearl Lemon helped secure the number one spot in the local three-pack for their target keywords, ensuring maximum visibility for potential customers searching for local self-storage solutions. This helped increase the number of visits to the client’s GMB profile, resulting in a boost in online and offline conversions.
Overall, the client saw a significant increase in website traffic, leads, and conversions as a result of Pearl Lemon’s local SEO campaign. Specifically, there was an increase in website traffic of 35% and an increase in leads and conversions of 20%. This resulted in a significant return on investment for them in both the short and long term and helped establish them as a trusted and credible authority in their industry and location.
Don’t let your local business be left behind in today’s competitive market. Take advantage of Pearl Lemon’s expertise and experience to improve your local search visibility, boost your reputation, and ultimately drive more traffic, leads, and conversions.
Our team of experts will work with you to develop a customised local SEO strategy that meets your specific business needs and goals. With our proven track record of success, you can trust us to help you achieve the results you’re looking for. So why wait? Contact Pearl Lemon today and let us help you take your local business to the next level!
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