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Are you local? The challenges of local search engine optimisation strategies

Author

Listed:
  • Keegan, Brendan

    (Room 6.32, School of Business and Law, Manchester Metropolitan University, Oxford Road, Manchester)

  • Taylor, James

    (Dispense Digital)

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.

Suggested Citation

  • Keegan, Brendan & Taylor, James, 2019. "Are you local? The challenges of local search engine optimisation strategies," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(3), pages 270-280, December.
    • Handle: RePEc:aza:jdsmm0:y:2019:v:7:i:3:p:270-280
    as

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    More about this item

    Keywords

    search engine marketing; SEO; digital marketing; campaign strategy; algorithm updates;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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