Some people may prefer to hire a local SEO because they want to support their community and area businesses. This is a great goal but it shouldn't be assumed that hiring a local SEO is just an act of charity.
Local search and marketing firms have unique insights to the local markets: they're probably already familiar with your company and your competitors, and they know exactly what it's going to take to get your website to the top.
Here are some advantages a local SEO can have over a national marketing firm:
- Knowledge of local markets and competition
- Knowledge of local consumers and trends
- Access to local media contacts
- Familiarity with local websites and networks
- Availability for on-site issues
Local markets and competition
Each local market has a unique business situation. Whether we're talking about the major car dealerships, lawyers, restaurants, or bars, there are certain brands that everyone in town knows of. You'll need to understand why these companies are successful if you'll want to match them.
Local consumer trends
Each community has its own culture, too. What plays well in New York City might not be so popular here in Jacksonville. We've got certain tastes and expectations, and trying to apply a national campaign to local values may ultimately clash in a way that's unproductive and wastes your marketing budget.
Local media contacts
Connections to the local community also means connections with the local media. National media placements can be extremely costly, and pointless if you're not intending to be a national brand. Your local lawn service or towing company doesn't need national recognition - it needs local attention and local customers!
Knowledge of local websites
Website marketing usually involves promoting your website on other peoples' websites. A local SEO should know exactly which local websites and communities are available for promotion - and what standards are applied to determine whether or not self-promotion is welcomed.
On-site availability
SEO and web development can largely be done offline, but many clients also prefer the ability to meet in person. Many SEOs provide additional technology services like computer and network repair, training, and software development. In the course of doing business with a technology consultant and service provider, it's often useful to be close by and show up at the office from time to time.
