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Local SEO: A Guide for Beauty Brands

While the beauty industry might be quite prospective and lucrative, it’s also incredibly competitive. Success is difficult to achieve in this sector, which is why many new beauty brands rely on digital marketing tactics to build visibility and trust among their consumers. Local search engine optimisation (SEO) is a great place to start, enabling your business to be more visible and rank highly in local search results. If you’d like to reap the benefits of this effective strategy, here are some basic local SEO tips every beauty brand should follow:

Create a Google Business profile

In terms of local SEO, Google Business profiles are thought to be the best possible solution. When customers search for a product or service in their vicinity, relevant Google Business listings appear in the banner on the side and grab their attention. As such, they encourage customers to choose you over your competitors and visit your website or location. For that reason, it might be beneficial to create and update your Google Business profile. Ensure the important business information such as the name, phone number, and address is accurate, assign the right categories, update your images, add products or services, and write a compelling description.

Optimise your website

In order for your website to rank highly on search engine results pages, it will have to be optimised for higher success. This means posting high-quality content regularly and implementing keywords in your content, titles, meta descriptions, and URLs. Technical improvements such as site security and loading speeds can also be of great help, along with an enhanced page experience. These are all critical ranking factors for local SEO that will enable you to reach a wider local audience, increase website visits, generate more leads, and improve your revenue as a result.

Find the right keywords

As already mentioned, keyword optimisation is crucial for improved rankings and accelerated growth. To find the best-performing keywords for your niche, it’s recommended to do thorough keyword research with an online tool and identify the most relevant and successful solutions. For local SEO, the best options tend to be long-tail keywords that include common words and phrases related to your products or services, as well as your location. Brands selling Australian skin care, for instance, can benefit most from a straightforward solution. The combination of the exact niche (skincare) combined with the location (Australia) is often the right choice, although modifiers like ‘top’ or ‘best’ could also be of help.

Focus on content marketing

Even the most famous beauty brands in the world like the Canadian MAC and French L'Oreal leverage content marketing for reaching their SEO objectives, and so should you. When you post high-quality, relevant, and unique content that aligns with your beauty company, you can build brand visibility and awareness, boost authority and trust among your audience, and consequently improve your revenue. There are endless topics and methods to choose from, but you have to make sure your content is relevant and interesting to your target audience. That could mean describing the science behind your skincare in a blog post or filming a makeup application tutorial video, for instance.

Build a link-building strategy

Once you’ve created the right on-site content, it would also be helpful to acquire quality and authoritative backlinks. These are links that lead from other relevant and trustworthy websites to your own site, and represent a vote of confidence in your brand and expertise. However, they might be a bit more complicated to earn. While engaging content is enough in some cases, you could also use specific tactics to gain more backlinks. For example, you can collaborate with industry guest bloggers, ask local beauty websites directly, or even do more community PR outreach.

Establish a social presence

Social media websites are essential to all online marketing campaigns, including local SEO. To make the most of these platforms, choose a couple of channels that are the most relevant to your local audience and the beauty industry as a whole, such as Instagram and YouTube. Then, build a presence on social media by creating company profiles, ensuring consistent branding, and posting unique and compelling content regularly. Hashtags and keywords can also enable you to reach a wider audience while encouraging customers to leave reviews can build brand trust and loyalty.

Developing a good digital marketing strategy and attracting more customers to your website can be a challenging and time-consuming process, especially in the competitive beauty industry. Use the effective local SEO tips above to streamline your campaign and ensure the success of your beauty brand.

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