We have written before about how important Local SEO is for bricks and mortar retail and service businesses. We worked with Vivid Vapes to increase their online visibility to their local customers and this article will cover some of the SEO tips and tricks we used to rank Vivid Vapes in the top 3 of the Google local pack and help increase their sales.
Who is the competition?
Vivid Vapes opened their doors in Folkestone on May 19th, 2017. Folkestone already had 3 vape shop competitors who had been in town for a while and seem to hold a fair amount of loyal customer base so we had to work out how Vivid Vapes would be discovered by new and existing customers of the other competitors. Online presence of the competitors was also strong so we knew we had to pull out all the digital stops to get noticed online!
What keywords are customers searching for?
After some in-depth keyword research, we established there were a few key search terms to optimise to improve their local SEO ranking.
The keywords we pinned down:
- vape shop near me
- vape shop Folkestone
- best vape shop Folkestone
- folkestone vape shop
First impressions matter
Google My Business is key to get right for local customer discovery. We ensured Vivid Vapes’ Google My Business Page was fully optimised with product and shop images. The owner took photos with an iPhone and uploading them with the Google My Business app. We ensured the description was punchy with all the related key terms for the business.
The screenshot below you will notice we embedded an emoji in the business name. This is a neat little trick to get noticed by customers.
You’ll also see this local pack presents 3 review ratings from Google, Facebook and Yell. It is so important to be listed on these sites and get reviews on them too. The power of social proof is huge! Don’t miss this trick.
Where are customers coming from?
Google My Business provided Vivid Vapes insights into where their customers were coming from. With this information, they creatively targeted customers in that area with flyers and partnering with local businesses in that area. This is powerful information that can arm you for great business success.
Local Search vs. National Search
Customers have many ways to find your business but you have to make sure you optimise all main digital marketing channels to allow your business to be found. I would bet that Vivid Vapes probably saw more business from the 688 local map listings than the 1.6k search listings because map searches have higher buying intent.
Photos are worth 1000 keywords