The Regional Digital Branding Challenges
In working with some key clients there is a particular challenge presented by online digital marketing campaigns, particularly SEO and traffic building. Some of the clients we service are national in scope, and some are much more regional in their customer base. In exploring the SEO strategies and opportunities with these clients we have found a unique dichotomy in our results.
It appears that presence in local-focused directories has provided a strong SEO impact for geotargeted search queries.When we placed local links into the local Internet yellow pages and business directories with geo-modified anchor texts we saw a substantial increase in page rank and traffic. An example is a Cincinnati Realtor whom we placed in the Cincinnati Bell Yellow Pages as well as other local Cincinnati digital directories.
However the strategy becomes overly complex and cumbersome when we considered our national clients. Is local geographic targeting the best approach for connecting potential customers with our clients? Depending on the nature of the business and their target the decision could go either way. We had a set of conversations to genuinely understand the target for the client and then balanced that with their needs with what we felt was the best use of their budget. One thing we found is that without a physical presence or sales channel in a locality the hyper local approach was less effective.
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