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

Brendan Keegan and James Taylor
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Brendan Keegan: Room 6.32, School of Business and Law, Manchester Metropolitan University, Oxford Road, Manchester
James Taylor: Dispense Digital

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 3, 270-280

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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