Google My Business optimisation, not website optimiSation, is actually considered one of the most valuable local marketing services in 2020.
According to BrightLocal’s annual local search industry survey, on-site optimisation is now the SECOND MOST valuable LOCAL marketing service.
A survey of 475 local marketers looks at the business practices, pricing, salary, and services offered by local marketers.
According to the survey, the top 5 most valuable services are:
- Google My Business optimization
- On-site optimization
- Reputation management
- Citation management
- Website design
Google My Business optimisation is also the most frequently offered service by local marketers, with more marketers offering GMB optimisation and support than traditional SEO retainers.
The top 5 most frequently offered services by local marketers include:
- GMB optimisation
- SEO audits/analysis
- On-site optimisation
- Citation listing and management
Link building is one of the less frequently offered services, the survey finds, with only half of local marketers offering it.
SEO is Best for Attracting New Clients
Although it’s not the most offered service, or considered the most valuable, local marketers say SEO is the best online tactic for attracting new clients. Content marketing, LinkedIn, and PPC were cited as other valuable online channels.
By a large margin, word of mouth is considered the most valuable channel overall for winning clients. Local business groups and industry conferences are also considered valuable ways to gain clients.
Google Rankings Matter Most to Businesses
The local marketing metrics most valued by local businesses are Google rankings. According to the survey, Google rankings are even more important to businesses than new customers and new leads.
The top 5 local marketing metrics valued by businesses are:
- Google rankings
- New customers
- New leads/inquiries
- Organic traffic
- Number of new reviews
When preparing monthly reports for our clients, we strive to focus on highlighting the above metics when engaging with businesess in the local area.
For more insights on the local marketing industry in 2020, see the full survey here.