Little Known Ways to Market Yourself in a New Location

Last Updated: February 15, 2024

So, your business is ranking pretty well in your hometown.

But what if you want to get more jobs in the next town over? Or maybe you want to expand into a different state entirely?

No problem. Prospect Genius has a handful of cost-effective strategies to help you target a new service area without going over budget.

Of course, the strategy we prescribe will depend on how far away your second address is. Thankfully, we’ve had lots of success solving this problem for clients and business owners of all kinds.

Keep reading to hear about some real-life cases in which we’ve helped business owners expand into new service areas and multiply their customer bases.

Reaching From Coast to Coast

We have one client who owns a nationwide answering service. Thanks to today’s technology, they’re able to provide virtual reception and remote answering services from anywhere, which means they can support clients in every corner of the country. As a result, we’ve had to think outside the box in our approach to their online marketing.

After evaluating the upfront costs and returns of PPC and similar paid campaigns, we determined that creating a few local SEO campaigns in different regions would be the most cost-effective route. So, our client acquired legitimate local addresses in these regions, and away we went.

We successfully marketed this client in three separate regions of the country using a combination of content writing, Google Maps optimization, and local directory optimization.

Expanding Regionally

We also worked with a client who was located in one area of New York’s Capital District and wanted to target a town 20-ish miles north. Unfortunately, this second town was just beyond the radius that makes for effective, local SEO.

So, for this client, we got creative. Ultimately, we saw a good deal of success when they set up a new, related business in their desired town. Then we launched an all-new website and local SEO campaign for this new business. However, this required having a legitimate second address, so the viability of this strategy may vary.

However, when it works, it really works. Another client successfully used this strategy and now has four or five separate websites and businesses across Long Island!

Hopping to a Nearby Town

We recently dealt with a client who was getting lots of jobs near their home base and wanted to start reaching more customers a few towns away.

Since the distance between the two locations was minimal, and they were within the recommended SEO radius, we were able to implement a strategy using their current website, which already contained specific language about the general locale. Our strategy involved a combination of directory optimization and Google Maps optimization, laser-focusing those campaigns on the client’s desired town.

For another client in a similar situation, we launched a straightforward paid ad campaign, instead, because it made sense for their budget. We did this on Google AdWords and Facebook Ads, basing our target audience on our client’s desired new location.

Building Your Own Strategy

As you can see from the above examples, the possibilities for expanding to a new territory are pretty open-ended. And the best part is, your strategy can be totally customized.

We’ll work with you to assemble the perfect combination of tactics that won’t send you over budget. Together, we’ll create a cost-effective, well-rounded approach that helps you successfully target your desired location(s).

So, whether you want calls from 20 miles away or 200, let’s chat! We’re confident we have a solution that’ll be an awesome plan of attack for you.

Why You Aren't Ranking in Search Results for That One Service

Last Updated: February 15, 2024

You feel like you have a kick-ass website with tons of great content. You’ve been promoting your business on local directories, too. You’re getting plenty of calls and leads for some of your services, yet there’s a noticeable lack of leads for one service in particular. For example, you own a landscaping company and you’re getting lots of calls for lawn mowing but no calls for tree removal–even though you’d much prefer to book tree removal jobs.
Needless to say, this is most likely caused by the fact that you’re not ranking in search results for tree removal. But why aren’t you ranking for that service? And, more importantly, how can you fix it?
There are two possible explanations for why you aren’t ranking for a given service:

You don’t have a dedicated page on your website for this particular service; or
You aren’t using the right keywords

Keep reading to hear more about these ranking issues and how to fix them!

Do You Have a Webpage Specifically for This Service?

The most common reason you aren’t appearing in search results for “X” service is simple: You don’t have a page for it on your website.
Google will only rank you for services you explicitly advertise or offer—meaning, it will only rank you for services you have dedicated content for. This is simply because Google isn’t a fortuneteller. It won’t know you offer a specific service unless you emphasize it on your site. Therefore, the ideal solution is to go through your website and make sure there’s a page for every service you offer.

Google Can’t Predict Which Services You Offer

Sometimes we think Google is smarter than it really is. Sure, when it comes to keywords, Google is good at detecting natural language and synonyms–but only when there are slight variations between words and phrases. That’s why each page can–and should–have a variety of closely related keywords.
For example, let’s say your landscaping company offers tree removal services. Google won’t automatically place you in results for tree removal searches unless you have a specific page titled, “Tree Removal.” Why? Because, linguistically, “tree removal” is different enough from “landscaping” or “lawn care” that Google won’t automatically put them together. So, if you want to get leads and book jobs for tree removal services, then you need to make sure there is content on your website dedicated to talking about this service. This is the only way your business will rank on Google for tree removal.
Appliance repair services are another great example of Google’s limitations. You can’t assume Google will rank you in searches for “refrigerator repair,” “dryer repair,” or “dishwasher repair” just because your website mentions “appliance repair” a bunch. Rather, you must write content aimed at each service specifically, including keywords closely related to these specific units.
How to fix it:
So, what’s the takeaway here? Go through your website and make sure you have a separate page for every single service you want calls for. (Or, at the very least, make sure you have a substantial amount of content dedicated to each service so Google can detect those keywords.)

Are You Using the Most Appropriate Keywords?

The other issue we see often is that you’re not using the most fitting or popular keywords for your services. This happens most commonly when there’s a certain regional slang or phrase at play.
Here’s a prime, real-life example we saw with one of our clients recently:
We were working with a towing company and testing out different keywords for their services. We were having difficulty getting this company to rank for “tow truck” in their geographic area, so our client asked us to include “wrecker” as a keyword for that service. They were right!
As it turns out, “wrecker” is a popular term for a tow truck in this client’s locale. Although Google’s natural language index didn’t consider it a synonym for “tow truck,” enough people were searching for the word “wrecker” in the context of tow trucks that this keyword wound up driving a lot of traffic for our client’s service.
How to fix it:
The takeaway here is to think about the words and phrases your local customers use most often. At the end of the day, you know your customers best! Then, make sure these overlooked keywords are included in your copy so you can capture as many keyword variations as possible.
Of course, Prospect Genius is always here to help, too! We can give you a free consultation over the phone and look into what services you rank for as compared to what services you want to rank for. Give us a call or fill out the form below!

SEO: Start From the Bottom, Climb Your Way to the Top

Last Updated: January 18, 2018

Does SEO really take as long as all the marketing specialists say? A good number of people are out there promising much faster results, so there must be a loophole the marketers aren’t telling you, right?
We wish we had better news for you. However, the reality is that achieving a strong presence on Google and the rest of the web requires time, effort, and patience. Anyone who promises you instant results is just trying to sell you snake oil. Keep reading to find out why SEO takes time, contrary to what certain salespeople say.

Think of SEO Like Getting in Shape

When you do it right, SEO takes time. It’s a long, ongoing process. You’ll see gradual results bit by bit as your web presence grows stronger until finally, one day, you realize you’re getting tons of website traffic, Facebook likes, and customer calls and emails.
In this way, SEO is just like anything else in life that requires an investment of time and effort. For example, when you want to lose weight and get in shape long-term, you know you have to eat right and exercise over a period of several months. “Magic” diet pills and cleanses may promise overnight results, but they very rarely deliver. And if they do, the results certainly don’t last, and they don’t make you any healthier.
The same is true when optimizing your web presence: If you want vital, long-lasting results, you have to put in the time and effort for a minimum of 90 days. Any shady service promising you a silver bullet or page-1 rankings overnight isn’t going to help your business grow in a meaningful way.
After all, SEO is a means to an end—in other words, getting the top position for one of your services isn’t actually the end goal. Rather, as a small business, you’re embarking on an SEO campaign because you ultimately want to attract new customers and build your brand. So, in the same way that number on the scale doesn’t reflect your overall health, neither does your Google ranking for one search term reflect how well you’re appealing to local customers.
For increased visibility and an effective web presence, you need to think long-term.

Building a Web Presence Is a Slow Climb

…But the views from the top are worth it!

The graphic above illustrates the multiple steps involved in launching an SEO campaign and building your web presence from the ground up.

The Essentials

First, you should start small with local directories. You must represent your business’s information accurately on a variety of quality, credible directories. Doing so lends your business some authenticity in Google’s eyes.
Next, you create a Google My Business account and create a Google Maps listing. This is a requirement in order to appear in local searches on Google.
Then, you supplement your online listings with an attractive website and valuable, high-quality on-page content. This is how search engines learn the different types of services and/or products you offer. Essentially, it helps Google put your business into context so it can better represent you in search results. Plus, having plenty of well-written website content makes your business easier to find by voice search.
Once you’ve established your online credibility and have a website that draws visitors in, you can put your business on all of the major social media platforms (namely Facebook, Twitter, Instagram, and Google+). Doing so will further cement your authenticity for Google. Moreover, social media is yet another vehicle with which you can reach your local customers.
At this point, you could end your efforts and wait for your online visibility to ramp up. We typically advise our clients to give their campaigns at least 90 days to reach full strength. However, this waiting period can vary depending on how crowded your local market is. For example, if you’re located in a densely populated metro area like New York, Dallas, or Miami, you’ll have a lot of competition, and your campaign may take longer to rise to the top. Conversely, if you’re located in a sparsely populated area with few competitors, your campaign may take off sooner.

Paid Ads

However, if you really want to take your web presence as high as it can go, you can add a paid advertising campaign, too. Generally, you should try paid advertising, particularly pay-per-click (PPC), after you’ve completed all of the previous steps. This is for two reasons: 1) You’ll be able to keep costs down once your credibility has been established with SEO; 2) You will have a better chance at turning clicks into leads if the webpage your ad links to is attractive, informative, and persuasive.
At the same time, there are a few, highly specific situations in which PPC will be more effective than SEO for your immediate, short-term goals. These are situations in which demand is super high for a short period of time. For example, if you offer roof repair services and a major storm recently left a lot of people with damaged roofs, you’ll want to capitalize on this urgent demand and run PPC ads ASAP. Considering your customers will be highly motivated at the jump, your lack of depth on the web won’t be as much of a factor. Please keep in mind, though, that this kind of scenario is a rare exception to the rule. Generally speaking, you really ought to develop your web presence before running a PPC campaign.

Be Patient and Persistent

With enough time—and occasional tweaking, if necessary—your web presence will grow and expand. It’s inevitable. We speak for all SEO practitioners when we ask you to remain patient and trust the process. We know it’s difficult to wait, especially when you’ve made a financial investment in your campaign, but time is truly the most important factor when it comes to building a web presence. So, whatever you do, don’t fall for any snake oil that claims otherwise. SEO takes time, period.
Good luck!

Want to Dominate Local Search Results? Here's One Thing You Need

Last Updated: March 14, 2017

You want to be one of the first local businesses people see when they search for products or services you offer. Obviously, you know that to be prominent and visible in local search results, you need placement on Google Maps. So, it makes sense that you would start your online marketing efforts with a Google Maps listing for your business.
There are a lot of reasons to believe Google Maps and a handful of other sites (namely Yelp and Facebook) are all you need to be visible on a local level. After all, those are the platforms that show up most often in local search results, and they’re the platforms many people turn to when looking for info on local businesses. However, don’t be fooled into thinking you can skate by with just a few online listings and nothing else. In reality, your local visibility largely depends on having a website.
In today’s post, we’ll look at how so many local business owners mistakenly believe they don’t need a website. Then, we’ll explain why websites remain vital to your presence in local search results.

Google Intensifies Focus on Local Search Results

First, let’s get some background on the importance of local search. In the last year or two, Google has been making significant user experience advancements to make on-the-go searching easier. As you may have heard, Google has been tailoring its search algorithm to cater to the rapid increase in smartphone usage.
This push to deliver a better search experience for mobile users is also what’s causing Google to prioritize local businesses. The logic: Most people search for local businesses on their smartphones because a) they’re on the go and want to find the nearest place quickly; or b) they want to call a business as soon as they find one that meets their needs.
As Google wants to make finding local businesses easier, it’s developing Google My Business pages that can act as fully functional landing pages. They contain photos, contact information, customer reviews, and even company status updates. Google even goes as far as directly asking users to submit photos and confirm addresses of businesses they’ve visited in order to flesh out these listings. In short, Google wants users to get all the info they need about a business as soon as they find it in search results, effectively eliminating the need for users to stray from Google’s search results page.

Social Media Joins the Local Search Party

Seeking to cater to their users’ smartphone habits, many social media channels, namely Facebook and Instagram, also have dedicated pages for local businesses. They function similarly to Google My Business pages in that they are essentially landing pages. They contain the business’s contact info, reviews, photos, and status updates. The end result is similar to Google’s: Users can find nearby businesses relevant to their interests without having to open a different app.

But You Can’t Rank in Local Search Results Without a Website

All of this emphasis on mobile and local search demonstrates why having a location-targeted web presence is more important than ever. However, many business owners misinterpret this trend and incorrectly believe all they need is a few listings and/or profiles on a handful of platforms. Unfortunately, that’s not how local search works.
If you want your business’s Google listing to appear in local searches, then you need to have a website. And not just any website, but a well optimized one at that.
Why? Because, as Marcus Miller of Search Engine Land reports, on-page SEO is still the number-one ranking factor in local searches. What do we mean by “on-page SEO”? It’s just a technical term for all of the content optimization on your website. You know, things like relevant keywords and images, well written content, appropriate headers and page titles, and so on. Your business needs a website with all of these elements in order to develop the kind of authority that will make Google want to feature it in search results.

Your Website Boosts Your Local Search Presence

The fact that SEO is the number-one factor in local ranking doesn’t mean your social media pages and Google My Business listings aren’t important. Customer reviews, social buzz, and matching business information (like service categories and contact details) all contribute to your local rankings, too. Plus, those pages and listings serve an important function by providing users with easy-to-access info about your business.
In fact, it’s not uncommon for users to see a local Google listing in the search results, get all the info they need from that listing, and call or visit that business without ever clicking on the business’s website.
Ideally, your goal is to dominate local search so this exact scenario plays out and generates lots of business for you. However, in order for that to happen, you need the potent SEO juice that only a website can provide. It may sound counterintuitive (“Really? I need a website just to power my Google listing?”), but if you’re serious about wanting local visibility online, a website is not optional.

One Easy Way to Boost Your Google Maps Listing in Local Searches

Last Updated: February 15, 2024

Feeling a bit wary about allowing us to manage your Google Maps listing? We understand the hesitation. In this industry, it’s hard to know who you can trust.
But what if we told you that your Google Maps listing is heavily affected by your website ranking? While there are certainly other factors at play, having your website and Google Maps listing work together is an essential part of getting your business to the top of local search results. So if we’re handling one, we should also be handling the other.
What does this mean for you? It means that if you’re paying us to advertise your business, withholding this key component—your Google Maps listing—is going to get you less value for your dollar.
When you allow us to optimize your website and Google Maps listing simultaneously, it’s a win-win. Here’s why.

How Your Website Impacts Your Local Maps Listing

A few months ago, Google came right out and announced a handful of factors that influence a local business’s ranking on Maps. Here’s a quote straight from Google’s help page:

Your position in web results is also a factor, so SEO best practices also apply to local search optimization.

You’ve probably heard the term synergy before. It refers to when two or more elements interact and produce a total effect greater than the sum of their separate effects. It’s when 2+2=5.
In the case of local online advertising, the synergy of traditional SEO and local Maps optimization is what makes your business visible in Maps results. Ranking in Google Maps is not as simple as having a Google Maps listing. Without a website, and without SEO for said website, your local presence wilts away. When you’re found at the top of local Maps results, it’s because of this synergy.
That’s why Prospect Genius is always stressing the importance of letting us manage your Google listing. It’s not because we’re control freaks—it’s because we want to align your listing with our ongoing SEO work and provide you with the best results possible.
However, we understand you have concerns about relinquishing control of your listing and/or website. Those concerns are well founded. Below, we take a look at common concerns and explain the safeguards we put in place to minimize your risks.

“If I let you manage my Google Maps listing, I won’t be able to get it back.”

This may be true with other online advertising companies, but not with Prospect Genius.
First of all, it says right in our terms of service (item 14) that if we end our working relationship, we must return control of any listing you turned over to us initially. This makes it as easy as possible for you to transition away from us.
There’s also the fact that it’s not super difficult to reclaim your listing from Google after we give it up. Sure, you’ll have to go through a few steps to do so, but it’s a straightforward and well documented process that you can definitely handle.

“You guys will just take credit for all the calls I would’ve gotten from my Maps listing, anyway.”

This understandable perspective is probably the most common misconception out there. As we explained above—and as Google itself stated—your listing’s performance is directly impacted by the SEO of the website tied to any given listing.
So, while it might feel counter-intuitive, if you let us work on your local SEO and you start getting lots of calls from your Maps listing, it’s because of our behind-the-scenes work. It’s not because you simply had a Maps listing already.
So, since you’re paying us to improve your SEO, it would be illogical to sabotage the effectiveness of your own campaign by withholding your Google Maps listing. It would also be illogical to tie your listing to a less optimized site.

“I already have my own custom URL and website that I like. I don’t want to give it up.”

We sometimes hear this when we’re trying to connect a client’s LeadTrax site to their Google Maps listing. You may be resistant to letting us do this because you want your listing to showcase your own custom URL and spiffy website design. You want your own website to be what people see when they come across your listing.
The problem here is that people are unlikely to come across your listing if it isn’t ranking. And it’s unlikely to rank if we don’t tie your Google Maps listing to your LeadTrax site (which we’re optimizing and promoting).
If you signed up for our Core package, which includes a LeadTrax site, and you’d rather promote your own website instead, then we recommend switching to our BYOS (Bring Your Own Site) package. In order for our work to succeed, we need to be promoting one website across the board. We can’t do SEO for your LeadTrax site and leave a different website on your Google listing, because that Google listing simply isn’t going to rank. The bottom line is that our SEO work needs to focus on whichever website is in your Google Maps listing if you want to be visible in local searches. So if you want that website to be your own existing website, then we’ll need to plan our SEO strategy around it.

Sync Up Your Website & Google Maps Listing Today!

Your main takeaway should be this: Connecting your SEO and your Google Maps listing is a simple, super-effective way to boost your visibility in local searches. Why wait? Whether you just need to make us the manager of your listing or you want to switch over to BYOS, act now!
As always, call or e-mail us with any questions.

Prospect Genius

Want to Dominate Local Search Results? Here's One Thing You Need

Google Intensifies Focus on Local Search Results

Social Media Joins the Local Search Party

But You Can’t Rank in Local Search Results Without a Website

Your Website Boosts Your Local Search Presence

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