The Role of Performance Marketing Software in Local SEO
Local SEO is an effective strategy for businesses to target customers in specific geographic areas. It involves optimizing Google Business profiles, creating relevant content, and showcasing social proof such as positive customer reviews.
Backlinks are one of the strongest ranking factors in SEO, and acquiring them through reputable strategies like guest posting and digital PR can improve local search rankings. Local SEO also includes implementing structured data (schema markup) and ensuring consistency in NAP information across online directories.
Unified View of All Channels
In a world where physical and digital channels increasingly converge, local SEO offers the potential to reach customers at their most relevant point in the conversion journey. By optimizing listings across search engines, aggregators, and other third-party publishers, marketers can ensure that key data like store names, addresses, hours, GeoCoordinates, reviews, and more is accurate and consistently displayed.
This data is critical for local search engine algorithms that rank businesses and drive visibility. It also builds trust with consumers who are searching for nearby services and products by ensuring that business information is front-and-center in search results.
Nailing the basics and collaborating well with teams that handle paid media, content marketing, and other campaigns helps ensure that local SEO strategies don’t work in isolation and maximize the impact of each tactic. Having the right technology partner can also make it easier to manage granular tactics like claiming and optimizing Google Business Profiles, soliciting customer reviews, and monitoring competitive performance.
Real-Time Reporting
Whether it’s clients or internal stakeholders, communicating the impact of local SEO efforts is paramount. That means more than just showcasing success—it also involves framing challenges as opportunities for growth and learning.
A robust local SEO tool stack includes a variety of powerful tools for tracking performance, identifying trends, and making data-driven decisions. These include GBP insights, local rank tracking, and technical SEO audits. Combined, these tools enable marketers to gain a complete picture of their local SEO efforts and identify areas for improvement.
Tools like BrightLocal, SEMrush, and others also provide automated site monitoring tools that help marketers ensure optimal performance for local search visibility and user experience. These tools can provide insights into website uptime, page speed, and other factors that impact local SEO. They can also be used to track and report on KPIs specific to local SEO, ensuring that all stakeholders have the information they need to make informed decision and adapt their strategy.
Automated Optimization
Managing local SEO on a large scale requires a significant amount of grunt work. This includes creating and updating business listings across dozens of sites, optimizing Google Business Profiles (GBP), and monitoring SEO performance to identify and fix errors.
AI-powered tools can help automate much of this process, saving businesses time and ensuring consistency. For example, AI can assist with advanced keyword research and content optimization, identifying the best keywords that resonate with local audiences. It can also analyze competitor content and suggest topics, allowing businesses to focus on more pressing tasks.
Additionally, AI can be used to manage citations by identifying potential link opportunities and latest affiliate marketing trends monitoring search engine rankings. This helps ensure that NAP information is consistent and accurate across directories, which is a crucial factor in local search rankings. Automated site monitoring tools can also help keep track of important metrics like site uptime and performance. This can save businesses time by identifying issues and proactively addressing them before they impact search rankings or user experience.
Integrations
Empower your partner, affiliate and influencer programs with a unified performance marketing platform that delivers real-time traffic analysis, multi-touch attribution and automated optimization. Designed for scale, precision and agility across digital channels, everything you need to turn strategy into ROI.
Depending on where you operate, consider whether the performance marketing software you’re considering complies with data privacy regulations such as GDPR and CCPA. Choosing software that complies will ensure that your company can continue operating in compliance even as the rules for online advertising change.
A growing number of marketers and advertisers are leveraging performance marketing to reach their target audience via native advertising. Rather than interrupting a user’s browsing experience, native ads become part of the content and provide contextual relevance that’s more likely to result in conversions. A unified performance marketing platform can enable you to measure, optimize and automate your native advertising campaigns as well.