SEO for lifestyle brands with physical stores
As an established brand with physical stores, sure, you have higher overheads than online-only retailers. But you’ve also got a big advantage over them: you can go local.
If you’re not already focusing your SEO efforts on local search results, you need to be. That’s not to say your digital storefront doesn’t matter (and we can help you with that too – more on that later) but, well, if there’s an advantage just lying around waiting for you to snatch it up, it’d be silly not to, right?
And when it comes to SEO, we suspect these are your biggest issues:
You’re relying too much on paid ads because enterprise brands are hogging the top spots on Google
People don’t trust ads as much as they trust organic search results. Many will just scroll on by your carefully crafted PPC messages to find the ‘real’ results. And the ‘real’ results are often dominated by overpowering enterprise brands.
It’s frustrating, but what else can you do except throw cash at PPC and hope enough users will click through to make it worth it? What else indeed.
If you’re struggling to rank nationally or internationally for a phrase that’s important to your brand, there’s a simple solution: go local. Well, we say simple. There’s some deeply intricate skill involved, of course (which we’re a dab-hand at, as you’d expect).
Either way, there’s no denying that the way to outmanoeuvre bigger brands for key phrases is to rule over regional search results. And we can help you put together and execute a local SEO strategy to do just that.
You’re not in control of the way your stores appear in local search results
Okay, so you’ve managed to snag the top local search results in cities the world over. This is good.
But what’s not so good is the way you’re showing up.
Your carefully crafted global message is being undermined by the local results for your stores – by all the mediocre photos and reviews you’ve never even seen.
On top of all that, you’re not sure how to balance your global branding with a personalised approach that draws in people on the street. (And we all know personalisation is the future.)
Personalisation means knowing who your customers are and using SEO to help them connect to your local store.
Picture this: Up to date, appealing store listings that contain all the right info. A wealth of Q&A snippets that unfold down the page. Beautiful photos of your stores and products. Glowing reviews. There’s a lot we can do to spruce up how your brand appears in local searches.
You’re not appearing in local search results at all
Maybe you already understand how important local search results are for physical stores. You understand that all search results are essentially local results these days.
You understand that behind every ‘where can I buy X?’ there’s an implied ‘near me’. You understand that Google knows where your next potential customer is (because they bought their credit card history, as you do) and tailors results to them.
But what you don’t understand is why your current strategy isn’t working. No matter what you try, you’re just not appearing where you should.
You can’t complain about a lack of footfall if you don’t have a proactive plan to dominate local search results, because nowadays customer service starts before people walk in your door.
Focusing on last-click metrics just won’t cut it any more. We’ll focus on the metrics that do matter and help you build a strong local SEO strategy that works. Other search results won’t stand a chance after you’ve occupied the most valuable screen space.
You want to up your general SEO game too
Taking advantage of local SEO opportunities for your brand is important – but so is your regular SEO, the kind that brings people to your website to buy things.
And, well, what type of marketing agency would we be if we couldn’t do that?
So here are a few other things we can do for your brand: keep Google under surveillance so we can prepare you for whatever algorithm they throw into the mix next; position you as an influencer in Google’s eyes, not a spammer; and track all kinds of data to make sure the right type of people are coming to your website (that’d be those who’ll actually buy things). You know, just to name a few.