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Are you local? The challenges of local search engine optimisation strategies
Journal of Digital & Social Media Marketing,
7
(3),
270-280
(2019)
Abstract
Local search engine optimisation (SEO) can be a powerful strategy for small to medium-sized enterprises. Limited studies provide information on these strategies. This paper discusses the approaches used by specialist SEO agencies, and the associated challenges they face. Semi-structured interviews with key informants reveal a range of practical approaches. Challenges identified include the influence of recent search engine algorithm updates resulting in fluctuating ranking factors, as well as the importance of mobile when enacting a local SEO strategy. A better understanding of the nuances of local SEO strategies is provided in order to assist and inform scholars and industry practitioners.
Keywords: search engine marketing; SEO; digital marketing; campaign strategy; algorithm updates
The full article is available to subscribers to the journal.
Author's Biography
Brendan Keegan is a Senior Lecturer in Digital Marketing at Manchester Metropolitan University. His teaching and research agenda concentrates on digital marketing strategy, in particular the evolution of social media marketing practices. The core of his research focuses on the influence of digital technology on business practices such as campaign strategy and management as well as the impact of agency–client relationships.
James Taylor is a Digital Marketing Consultant and Director of Dispense Digital, a remote digital marketing agency. After achieving a first degree in advertising and brand management, he worked in an agency capacity at PushON before branching into consultancy work and his own agency practice.
