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Organic and offline SEO: A detailed guide with tips and examples to help you do it right

SEO, organic SEO, Offline SEO, everybody’s heard of these terms, few know what they mean and some know what its about. In the ever expanding world of the digital, this guide is about as comprehensive as it can get to explaining the mysterious wold of Search Engine Optimisation.

Let me get this out of the way right at the start, I am a bit of a boat enthusiast, so don’t let the numerous boat metaphors turn you away from what I have mentioned here, which is basically all you will ever need to know about Organic and Offline SEO.

In today’s time, it won’t be wrong in saying that running a local business is similar to sailing a boat in the local waterways. Whether you have an independently owned business or an enterprise with hundreds of locations, you can be really involved in cresting all of the little waves that hit the industry, week by week, year after year.

In order to be a successful business online, you need to be a SEO compatible, socially active, mobile-friendly and everything else, as there is a lot to take in.

Moreover, there are also many people who have run their own websites for some time, but don’t know what SEO is and how to implement it! So let’s dive into the ocean of SEO to explore the right opportunities it can present to a local business trying to thrive in an ocean full of other businesses. SEO is the short form for Search Engine Optimisation. It deals with construction of your web pages and implementing techniques to boost you rank as high as possible on search engines. The higher your pages can rank on Google/Yahoo/Bing/etc. results pages, the more traffic your site is likely to get.

Both the business owners and the Search Engine Optimisers are on the same boat when it comes to boosting a business online. So, let’s weigh anchor for a few minutes in the midst of these never-ending whirlpools to find out whether all of the improvements of the past few years cause a disjointed muddle of events or reflect a legitimate sea change in the SEO industry. In this guide we will see which way the wind is blowing in local search marketing at the moment.

The Organic SEO Journey Is Now Your Own

The river of organic SEO is sailing the local SEO business, and your capability to appraise links, analyse SERPs, and optimize pages are vital part of your voyage now.

First off, you need to have an idea what Organic search engine optimisation refers to. The term “organic” means something that has the characters like an organism or something that is naturally done. For instance, If Kim Kardashian’s ways to enhance her physical features is to be evaluated, nobody will deem those efforts as being “organic” or natural. 

 

Well, we are not trying to criticise her here but it is just to give you an idea about what organic SEO is. Didn’t you get it already? Technically, organic SEO techniques are the methods used to obtain a high ranking on SERPs (Search engine results page) in unpaid, algorithm-driven ways. Organic methods like back linking, boosting keywords, and curating best-quality content can improve a site’s rank. SEO Black hat methods such as link farming or keyword stuffing can also improve organic SEO. Here is a video link that will help you understand the concept of Black hat SEO in a better way.

Even though black hat techniques can boost a website’s rank quickly in a short term, they could also make your site prone to be banned from the search engines. There is also more likeness that readers will recognise the poor quality of websites using black hat SEO, which will eventually lower the traffic and the page rank.

Sites that use organic SEO in its true sense act just like living organisms, which means they will grow, and even adapt according to their readers' desires.

Organic SEO can be achieved by:

• Optimising the Web page with relevant and outstanding content

• Spreading links pointing to the content

• Incorporating attributes such as meta-tag etc.

Benefits of Organic SEO

Organic SEO methods mainly rely on the relevancy of the content they offer. Below are the benefits of organic SEO:

• Generating more clicks as the sites that are optimised in a organic way more relevant content

• The results on search engines will last longer due to content-relevancy factor

• Builds strong trust amongst the users

• Very cost-effective when compared to paid listings

If you have only been working on SEO for a couple of years, you may think that we are trying to spin you a fishy yarn when we say there was a time, when this industry was flooded with discussions about how one could budge the needle of ranking by using hidden text on web pages, listing 300 terms in a meta keywords tag, buying 4,000 links from directories that never saw the day light in the SERPs and praying to the idol of PageRank.

We are not even kidding — it was really like this, but even back then, the best in the SEO business were arguing against building a marketing strategy based on taking advantage of search engines’ weak points or by exposing your brand to spammy or outdated practices. The dissertation revolving around initial SEO was apparently lively!

Then came updates such as “Panda”, “Penguin” and others that not only went head on upon poor SEO practices, but also presented a teaching model from which marketers could learn to envision Google’s interpretation of relevance. There were many updates before these bigger ones, but we mention these because with “Hummingbird” a stage was created, where the SEO industry is at today, after 17 years of signals from Google instructing us in their worldview of search.

Summing up what we have learnt from Google in 3 points:

• Market to humans and letting it rule how we write, earn links, design pages or promote your business.

• Have an expert at hand to skip technical mis-steps that obstruct growth.

• Your brand will sail through or sink depending on the reputation it builds, both in terms of people and search engine.

Most of what we see being written across the SEO industry relates to 3 concepts which form a sensible picture of a modern marketing discipline. It is a far cry from doorway pages and stuffed footers, right? Yes, you may still be getting emails promising you #1 Google rankings, but by and large, the SEO industry has evolved to earn a serious place in the wide world of marketing.

Now, how does all of this relate to your local SEO?

There are 2 apparent reasons why the conventional SEO industry’s voyage relates to your own:

• Your organic strength influences local rankings

• Local businesses require organic (local-organic) rankings, too.

This means that SEO experts need to deliver the goods in an organic way. We can bet a penny, there not a week goes by where some optimiser in some part of the world is struggling to explain to a business owner with multiple business locations that they are unlikely to earn him/her local rankings that their service cities where they lack a physical location. But you also ensure him to provide the possible visibility through his website’s landing pages based on city along with supporting marketing. And for a SEO agency whose clients are based in the construction business, you as an optimiser are filling the first few pages of Google with both company website and third-party content that creates the consumer picture we term as “reputation.”

It is the organic SEO that crowds any businesses’ most vital organic search results with the data that speaks volume, even if “TripAdvisor” or “Yelp” are doing this kind of SEO. Therefore, we recommend you to know the history of updates by Google and their impact on organic SEO community.

And, we will go one step further than this. You are going to need real SEO tools to manage the local search marketing for your business in the most competitive geo-industries.

Experts state that:

• 5 of the top 20 local finder factors relate to links.

• Quality of inbound links to domain was chosen as the #1 local-organic ranking factor.

Add factors like websites domain authority and the appropriate keywords.

In simple words, for a business owner who has a bakery in Northampton (for example), you’ll likely need organic and basic SEO skills to gain the required visibility, but for your attorney in London, a country wide medical practice or your national restaurant chain with over 300 locations, having SEO organic tools at the standard professional level in your marketing kit is will give you the competitive edge that your business needs to stand out.

The Difference Between Online & Offline SEO

Even as recently as a few years ago, the process of SEO with regards to your online presence was simple where you would pick the keywords that you hoped would attract the most business and focus on those in everything that you posted online. If you ran a dentist office in Northamptonshire and wanted to increase your search engine traffic, you would make sure that keywords like "dentist office" and "Northamptonshire" appeared in just about everything that you posted. It's a strategy that worked incredibly well for businesses across all industries since the early days of online marketing.

However, in recent years, the game has changed. Search engines like Google are not only solely concerned with how many times a keyword appears, but rather with how many times you've proven yourself to be a trustworthy source of information that people can rely on. Online and offline SEO are two ways to accomplish this, but utilising them properly requires you to understand how they're similar and how they're different.

What is Online SEO?

Online SEO refers to any action that you take that contributes to the search rankings of your own website directly. When you update your site in any form, publish a new piece of content or highlight a new product or service, this is an example of online SEO in action.

What is Offline SEO?

Offline SEO refers to the actions that you take that aren’t directly related to the website for your business. Did you post a blog about a recent advancement in your niche industry to your own business' website? That would be an instance of online SEO. Did you instead take that same blog and post it as a "guest contributor" to a highly popular industry blog? That would be an example of offline SEO.

However, as its name suggests, offline SEO doesn't actually have to take place on the Internet at all. In fact most of the times, it actually doesn't. If you're one of the businesses that still send out paper materials to customers in the mail, for instance, you can also begin to use offline SEO to your advantage.

If you don't know what a QR code is, it's a small symbol that a user can scan with their Smartphone to immediately go to a particular destination online. Sometimes the QR code might trigger an action like the opening of a website or it might take them to a page where they can download an app. If you include a QR code at the bottom of your direct mail material that redirects the user to your own website, suddenly you can make excellent use of offline SEO.

Throwing an event in your business' physical location is also a great example of offline SEO in today's modern environment. You might tie the event in with your website in some way, like by allowing attendees to download a free coupon or take advantage in some other mixed media promotion. Suddenly you're increasing the flow of traffic to your business and are making a significant impact on your search ranking at the same time.

You Are Now On Your Own When It Comes To Offline PR Voyage

It is not surprising to know that local business owners who have been doing their own marketing for 20, 30, or even 40 years. Before the internet era, these creditable survivors were responsible for making decision about everything starting from decorating the storefront, to mastering customer service, to leveraging ROI, instead of suffering losses due to putting advertisement in newspapers, coupon books, phone directories, billboards, radio, and even local TV. You can even remember some local business owners who sang their own jingle in an effort to build their local brand in the community. Small business owners, in particular leave no stone unturned in their consumer appeals as they know that their survival could be at stake.

In contrary, the local SEO industry is taking initial steps for now in the UK. Most of the times, being consumer-centric means being honest. SEO world has been taught by Google that fooling Internet users and search engines with non-genuine signals don’t pay off gradually. Making false claims on TV ads or on your offline packaging is likely to be criticised and widely publicised to the direct consumers in the digital age. If your tacos don’t have seasoned beef and your tooth paste doesn’t really kill germs, your brand is less likely to withstand the backlash.

And even for famous brands that have thrived for decades, failing to continuously provide an engaging in-store experience or failing to compete in a fast changing market can lead to business closures citing that offline marketing is not a cake-walk.

How does all this relate to local SEO?

The winds of organic SEO and offline marketing faces off on the playing field, and often, the first intimation the optimizers get of their clients’ management of the in-store experience comes from knowing the online reputation they’ve built on Google’s first few pages. Sometimes it can be amazing to see what you discover and sometimes it can make you quake in your boots. It’s becoming increasingly apparent that, as local SEOs, you aren’t just going to be able to concentrate on optimising title tags or managing citations, because the offline optimisers’ work to build the online mirror image of your business will reflect all of the following attributes pertaining to the business owners:

• Consumer guarantee policies

• Staff hiring and training practices

• Cleanliness

• Pricing

• Convenience

• Quality

• Perception of honesty

• Personality of owner/ staff/ management/

This list has nothing to do with online technical work, but everything to do with the company culture of a business.

Because of this, local SEOs that lack a fundamental understanding of how customer service works in the real world would not suffice to consult with business owners who may need as much help defining the USP of their business as they do in handling its local endorsement. Primarily, most of the Local SEOs work remotely and can’t go directly into our client’s home or hotel. They glean clues from what we see online (just like consumers) and if they can build their knowledge of the history of traditional marketing, they will have more authority to bring forward suggestions that address in-store problems in honest, brave ways while also maximizing overlooked opportunities.

Local SEO can’t help in fixing owners who are not build to be successful, but studying traditional consumer behaviour and marketing principles can help them integrate the offline stream into the local, online one, making them better advisors. Likely they are already teaching the art of the offline review-ask. Whether an agency is built up on this in order to manage print mailers or billboards for clients, the more the optimisers know, the better the chances at implementing successful campaigns.

It’s All Local Now


Local SEOs step in to lead the local parade to march it past the eyes of digital consumers. They can bring the citations, locally optimized content and review management into the stream, teaching business owners how to be noticed by the crowd. And, this all can be done by offline and organic SEO marketing communities’ consistently being truthful in advertising.

In other words, everything that is offline, everything that is organic is now our own. We are emphasizing on simply adding the digital location data layer and a clear sense of direction to bring it all together. Also, it should be clear that it’s not that the offline and organic streams weren’t nurturing our SEO river in the times of yore as they were feeding it always. The only difference is that now it has become more apparent that multi-disciplinary knowledge does go with the task done by the local SEOs.

Tips to increase organic SEO traffic

There's a lot of misinformation as there is always a Tsunami of content ready to come your way once you start looking for information on SEO.

One of the most common problems that people face while looking to learn more about SEO is that they don't know what information to trust. This is a valid concern and it is always recommended that you test out everything that you come across online by yourself before considering it as a valid idea.

In this guide or going with the theme, let’ say the light house to local business boat in the sea of SEO, we are going lay down some proven SEO tricks that have been used by successful optimisers for various campaigns to boost search traffic organically. It ranges from small businesses and start-ups to multinational companies.

One thing that we can assure is that there will be at least one unknown SEO technique and will be able to put it to use straight away.

• Rank Your Content In Featured Snippet of Google

You must be knowing Featured Snipped on Google. It appears frequently for question-based keywords such as, "how to create a graph in excel?"

The Featured Snippet section appearing on the first page of Google is an incredibly important section to have your content placed within

We have spent ample amount of time learning about the factors that help in ranking in the Featured Snippet.

The findings are as follows:-

• Links are not of prime importance when it comes to ranking in the Featured Snippet whilst you are already ranking on 1st page of SERPs.

• You should be aiming to your use keyword within one of the HTML headers of your content (for instance- H2, H3, etc.).

• You should write the answer to the question, under the header that contains target keywords keeping it between 50–60 words in length.

Google doesn't include a whole paragraph of text every time in the Featured Snippet. If you are adding steps to the start of each HTML heading in your content, Google sometimes just lists out your headings in the the Featured Snippet.

For short, less question-orientated keywords; for instance, "PR Marketing", Google quickly pulls a paragraph. With these keywords, ensure to pay close attention to the page structure

Google prefers Featured Snippet content that looks like an answer. For instance, the answer should begin with - "The first step ..", "Start by", etc.

You can utilise tools like SEMrush to choose different keywords that can rank for in a Featured Snippet. You can check this guide from Glenn Gabe show to know exactly how to do that.

Once you have some Featured Snippet chances, scroll your existing content and update it to follow the rules that we have outlined above. By doing so, you would see some improvements in a week or so, especially when you already rank amongst the top 5 results on page 1.

• Link Reclamation

The effectiveness of this SEO technique varies depending on your type of business.

For big brands, this tactic alone can bring through thousands of new links with relatively little effort. That being said, you don't need to be a big brand for this to get you some results.

Simply put, this technique is about knowing it when someone mentions your business without actually linking to your site. Once you come across someone who has done this, you can get in touch with that person and ask them if they can add a link to your website.

Sounds as simple as window shopping, right? Well, it is! The conversion rate and return on your time here can be surprisingly high.

Here is the process for scaling it:

Step 1: Observe Brand Mentions

The very first step in the process is to actually discover when you're being mentioned online.

There are some online tools that you can use for this purpose such as “Mention” and “BuzzSumo”. You can set alerts by adding keywords centric to your products.

Ensure to exclude any website mentions which are in the alerts.

Step 2: Set Email Alerts

Once you are done setting up an alert within Mention, go to settings and then to 'Manage Notifications'. From there select the options to get a regular email of any mentions. You also get the option of receiving desktop alerts.

Step 3: Checking for Links

There are also ways to do bulk search on a list of URLs, in order to check if any of the pages links to yours. But, if you're keeping a check on a regular basis, it's probably just as fast to do a quick manual check.

If you wish to do a bulk check, then you can utilise SEO Tools Plug-in for Excel.

To increase the speed of the checking process, reach a webpage, right-click and then select 'View Page Source'. After viewing the source code, you can run a quick search in your web browser by using (CMD+F or CTRL+F) and look for your domain name. If it doesn't reflect in the webpage HTML, then probably no one have linked to your site and it can be opportunities your have been looking for.

Step 4: Gathering Contact Details

Once you've identified an opportunity, find a way of getting in touch with the website owner or author to request that they update the mention of your brand.

The contact or 'about us' page is a good place to start.

Step 5: Reaching Out

If you get an email address from the website, you'll want to get in touch with them as soon as possible to add a link to their webpage. We have found that the nearer you do this to the date it was published, the higher the conversion rate.

Here's an example email template that you can use:

“Hi (First name)

First of all, I'd like to thank you for mentioning (Your brand name) within your recent article. It means a lot!

I noticed that you didn't actually link through to our website within the article when you mentioned us. Was wondering if you update your post with our link? Here's the link to save you time searching for it: (Product Page or homepage Link).

Thanks in advance, and if you ever need any more information on (your brand or product name) then I'd be happy to supply you with it (image, video content, etc.).

Thanks again!

(Your Signature)”

It is recommended that you utilise a tool like “BuzzStream” in order to manage the outreach process. You can even figure out if your outreach has been successful for the sites you reached out to.

• Community Hijacking


When it is about link building and traffic generation, this is one of our favourite methods. It may work better in some specific industries than others, but you can always make use of this approach in some way.

Community hijacking is not something where you hijack a plane with a community on board and we would not even encourage you to do it even if your business goes downhill and you go bankrupt. With community hijacking here, we mean finding online communities that are made up of your target market or your niche industry, or people that can reach your target market so that you can build a relationship with them and get them to promote your content/brand/product/service(s).

Here are a few examples of this in full swing:-

Example 1: Lookbook

“Lookbook” is an online community of fashion enthusiasts (there are a whopping 1.2 million of them) that publish photographs of them in various outfits, mentioning all the products that is used in their outfit.

This community offers immense opportunities for fashion retailer. One of the major advantages is the fact that they add links to each of the products that they feature within their outfits and the links go to the product pages directly. It can be deemed as the Holy Grail of SEO, especially the e-commerce one as the traffic brought by such links has greater possibility of converting at a high rate.

As a brand, your goal here is to get featured by some of the top users on the site. You can figure out how popular a user is by checking the number of “Fans” and their "Karma" score.

We did a campaign targeting users on it to form partnerships by giving them products to wear and in return, asked to feature the products on their site. If you work with the right people, this will be conducive for you.

To find the right people we downloaded a list of some of the most popular users within the community. To do this, even you can use Screaming Frog SEO Spider to gather a list of all the URLs on the website. Then we filtered the URLs to show the ones that were user profile pages. This could be done due to the profile pages having the /user/ in the URL.

Once we had the list, we used data scraping in order to get information from each of the users' profile pages. For example:

• Their full name.

• Location.

• Number of fans.

• "Karma" score.

• Personal blog URL.

• Email address.

• Social media profiles.

Once we had this information we could sort the users from highest to lowest number of fans to find the most popular.

To make things as cost effective as possible, we looked for users who are located closer to business and then ranked them by amount of fans they had. All that was left to do was to send them an email to see if they were interested in working with me.

Here's an sample of email template we used:

“Hey (First Name),

I hope you're doing well.

My name's (Your Name) and I work for (Your Company). We’re a (Short Description of Your Company). We’re recently working with great bloggers of your kind to get some photos with our products.

I saw your images on Lookbook.nu, with you were wearing products that go with our brand and they looked amazing, so I thought I'd reach out to see if you'd be willing to don a look wearing any of our products?

We have a great range that you can check out here (you can choose any product you like): (Link to Your Products page)

Ideally we would love to get some shots of you styling out a winter look wearing one of our products, which we can share across our social media and within our blog. Along with this, we'd love if you could publish the look on your blog and on Lookbook.

If you're interested, let me know the following:

1. How much you would charge (we will throw in the free product as well).

2. When you'd be able to deliver the photography.

Looking forward to hearing from you!

(Email Signature)”

The response rate here was huge because this is a mutually conducive relationship. The bloggers get free products to use and we drove traffic to my site, got high-quality backlinks, lot of social media engagement and some high-end photography to use within my own content and on product pages.

• Obtaining A Website That Already Exists

This is the most overlooked and perhaps the least covered techniques of SEO. When it comes to website acquisition, most people assume you to be spending large amounts of money, but the truth is bit different. Sites can be acquired at lower price as it is all about how much you are willing to spend on the SEO campaign in a month.

When it is done right, the ROI (Return on Investment) that you will get on website acquisition is massive.

The benefits which come with acquiring an existing website and merging it into your site are as follows:

• You’ll have all of the traffic of the existing site.

• You will bring in all of the links that the website had.

• Your site will be flooded with new content.

• Their keyword rankings will become your keyword rankings.

• In some cases you can even take over their social media accounts and mailing list subscribers.

• You'll see a site-wide boost in your organic traffic.

• Boost Underperforming Content

It's no secret that a huge percentage of most sites' organic traffic and leads come from a small percentage of the total content on the site. With this comes a lot of opportunity, even if you don't see it immediately.

You'll often have a bunch of content that is ranking on page 2/3 for keywords that they are targeting, and these make for great 'low-hanging fruit' projects.

Step 1: Finding the 'Low-Hanging Fruit'

Open up “Google Search Console” and then navigate to the "Search Analytics" report.

If you select the tickbox on top you can click to see "Clicks", “Position" and "Impressions". This will provide you information on the keywords that bring in the traffic, the impressions in Search Engine results page along with the average position.

The aim is to find keywords that are in position 10 to 25 which you can potentially push up on to the page 1 and increase traffic to your site.

Once you have the keyword, click on it and then on the "Pages" button. This will display which page the keyword is being ranked for.

Below is an example:- 

Step 2: Find Pages to nudge Internal Link From

This step involves finding pages on which you can drive internal links through to your page that is 'low-hanging fruit' with a keyword-centric anchor text.

The first step that we take is to do a quick Google search to find pages on the domain where we've mentioned the keyword in question so that we can add an internal link. For this, we will use the search query, KEYWORD with the keyword that you tend to target and replacing DOMAIN with your domain name.

The next thing that you can do is try to add links, where relevant, within some of your most powerful pages onto your website. By powerful, we mean the pages that have the highest number of external links pointing to them.

You can find this information out by using a link analysis tool such as “Ahrefs” or “Majestic” and then go to their "Top Pages" report.

Once you've added the internal links, go through the copy within the page itself and see if there are any on-page tweaks that you could make. For instance, is the keyword within the title tag and the H1, etc.?

Step 3: Track the Results and Scale It

Keep a track of the keywords that you want to boost within “Accuranker” - a keyword-tracking tool.

Just upload the keywords which you wish to target and tag, then you can get weekly or daily or reports on your advancements. Once you see results from this technique, start boosting it up.

Find Questions That Your Target Buyers Are Asking

Coming up with good ideas for new content isn't just about finding a keyword that is relevant to your product and then turning it into a blog post. All of your content must directly resonate with your buyer persona.

Whenever you map out a plan for content, begin by finding out my specific buyer persona requires. Through this you can be aligning the questions to topical keywords in order to drive growth, but eventually you will suffice your potential customer's demands.

Step 1: Finding Questions Being Asked

There are several places that you can start to find questions that your buyers are asking. “Quora” is one of such best place to begin.

If you are unaware of what Quora is, it won’t be hard to know it. It is a social network that is focused on users putting out their queries on it and then getting answers from experts or people who have knowledge in that particular area. With Quora you can search for what people are asking, and then use this information to form your content strategy.

The above example is one result of many from a search based around "Coffee". Other questions that were asked include:

• Is coffee with soy milk vegan?

• What is it like to be a Starbucks barista?

• What is the meaning of "a cup of java"?

If you belong to the coffee industry, you can use some from the above-mentioned questionnaire to find out what people who are interested in coffee are asking. Quora is not limited to only popular topics and you can find numerous questions on Quora covering a wide range of topics. “Answer the Public” is also one of the popular tool of such type.

“Answer The Public” is another question-based search engine. You put in a relevant keyword centric to your business and it finds which question most people are searching for. The above instance is for "Marketing Automation".

One can also download the visual map for search query in order show a range of question. The icing on the cake is that it's a free tool.

Step 2: Aligning Questions to Keywords

For the questions that you have short-listed, you'll want to see if they can be aligned with a keyword to bring in organic traffic to your site.

In order to do this, begin by outlining the question in Google Keyword Planner:


There is a possibility that most of the times, you would not get ant relevant level of searches each month for your questions:

If you find some suggestions related to your keyword, it is more likely that you will find some opportunities. You can even out in a few variations of the question to look for some search volume; for instance, you can look for "cup of java" instead of "what’s the meaning of a cup of java" and you will get several keyword opportunities that you can utilise to align to the question.


There are a few opportunities from that search, including "cup of java" and "java cup" that have at least a few hundred searches each month.

Step 3: Aligning Questions to Content

Once you've got a question and a target keyword, all you need to do is provide an answer in the form of a piece of content.

You can be creative here as well, but ensure that you are not putting your keyword in your content title. Also, ensure that you are answering the question that your potential customer originally had.

A few example content ideas could be:

• Tracing the roots of the 'cup of java'

• Coffee Basics: what does a 'cup of java' mean?

• What's a 'cup of java' and why should you have one every day?

You can see where we are going here. Once you begin building a range of keywords and questions, you can meet the requirements for the content via search volume and even validate the idea on the basis of your research.

Transcribe Your Video Content

Video content is an excellent way to drive engagement from your visitors. With the Introduction of Facebook video feature, Facebook users are now watching over 100 million hours of video per day on the social network alone, and video is becoming an increasingly cost effective format for the advertisers.

When it comes to organic search, video can have few issues, especially when you are not hosting your content on YouTube. The biggest roadblock is that search engines cannot really understand the video content yet.

One good way to boost the keywords that your video and its content can rank for is to curate full text transcripts with them. 


Here is a good example where “Moz” transcripts their videos for 'Whiteboard Friday'. They don't paste texts below their video, but add useful and relevant links, mix the text with imagery and add in some extra information as well.

All in all, it won’t just benefit your overall SEO, but is also user friendly.

If you want an efficient and quality service for text transcriptions, then you can use “SpeechPad”. You can even use the transcript for the closed-caption subtitles that is ideal if you wish to advertise on Facebook.

Manning a Yare Local SEO Boat for a Local Business

In the language of old salts at sea, a “yare” ship is deemed as the one that is lively, agile or quick and that’s how your business needs to be, to sustain the small but consistent changes that affect the local waters or here the SEO industry.

From the archives of local history of SEO, you can find several records of the top marketers stating that after each update or guideline change, their client or customer base were only affected a little instead of sinking deep.

If you wish to achieve the same enviable position, then these can be some of the ways to do so-

• You need to be an expert at looking at the holistic marketing picture.

• You need to stick to basic guidelines and see human connections as the final goal of your marketing efforts.

You can do these by creating a strong base of smart, marketing materials such as website, in-store, social contributions, radio, print etc. that businesses can stand firm by when there’s a slight change in the weather.

If you are an optimiser you should glide your techniques and methods towards offline and organic SEO and if you a business owner on a boat in the local waterways, you know what can make you stay afloat in the troubled waters.

Let’s sum up this SEO voyage by saying that in order to sail the Local SEO Sea with success, your business as a boat must know the technicality and have two oars namely the local and organic marketing. Also, you must understand your consumers and have them at the heart of your business. They are the passengers in your boat and this way, you can make your local business sail and discover new opportunities to reign longer in the local waterways.

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I am a bit of a sports enthusiast and a boat enthusiast. My day job however lies in uncoding the latest trends and practices in the world of organic search engine optimisation. My clients mostly belong in the finance niche, which has given me a level of expertise about various topics in the field.