Starting a business can be one of the most captivating, important, but extremely risky endeavours anyone can go through. An article by Shopify, posted in January 2024, highlights the number of businesses that have failed since starting in 2018. An estimated 50% of businesses fail within the first 5 years of operating. This primarily includes small businesses and local entrepreneurs or freelancers.
The competitive nature of operating a business can often turn people away and may cause most to struggle as they begin their first few years of operation. Many factors contribute to this downfall, from monetary issues to poor management. However, there is often one area of business that many people struggle to succeed in that can cause their business to fail.
Marketing is arguably the most important factor in establishing a successful business. Its core purpose is to help create a distinct identity for businesses and freelancers and their offerings. Through targeted campaigns and consistent messaging, brands become recognizable and establish a place in the minds of potential customers. Marketing also plays a crucial role in attracting new customers and retaining existing ones.
No matter the size of your business, you need a good website to compete. Websites offer a space where your work can be seen, help generate business, and increase your customer base. Operating without a website can often be like shooting in the dark since the majority of people often seek services online and will use search engines to find these services. However, a website does not always mean success for your business.
SEO is the most crucial part of digital marketing and can often be the most overlooked aspect of many websites. SEO stands for search engine optimization, and it’s the process of improving how your website appears in search engine results pages (SERPs), such as Google or Bing. The goal is to rank higher for relevant searches, leading to more organic website traffic from potential customers. The reason SEO is so important is because of its ability to generate organic traffic and conversions to your website, which can help grow your business over time. This is especially important when operating in a fixed area, where local SEO plays a crucial role.
Why local SEO matters for freelancers
In the digital age, establishing a strong online presence is crucial for freelancers looking to build their brand and attract clients. One of the most effective ways to achieve this is through local SEO. By optimizing their online presence for local searches, freelancers can establish themselves as experts in their city or region and reap a multitude of benefits.
Establishing local expertise
Local SEO helps freelancers position themselves as authorities within their specific geographic area. By targeting local keywords and creating content relevant to their city or region, freelancers can appear in search results when potential clients look for services nearby. This localized approach not only boosts visibility but also builds trust with the local audience. When clients see freelancers consistently ranking for local searches, they are more likely to view them as reliable and knowledgeable professionals in their area.
Optimize your Google Business Profile
Google Business Profile (GBP) is a vital tool for local SEO. A well-optimized GBP can help you appear in local search results and on Google Maps, making it easier for potential clients to find you.
Steps to optimize your Google Business Profile:
- Complete your profile:
- Ensure that your business name, address, and phone number (NAP) are accurate and consistent with other online listings.
- Choose the correct categories for your services to improve relevance in search results.
- Add high-quality photos:
- Upload professional photos of your work, your office (if applicable), and any events or workshops you participate in. Visual content attracts more views and engagement.
- Regular updates:
- Post updates about your services, special offers, or upcoming events. Regular posts keep your profile active and engaging.
- Encourage and respond to reviews:
- Positive reviews can significantly impact your local search ranking. Encourage satisfied clients to leave reviews and respond to all reviews, showing your engagement and customer service commitment.
Use local keywords
Local keywords help your website rank higher in search results when potential clients search for services in your area. By targeting specific local keywords, you can attract more relevant traffic.
How to use local keywords
- Research local keywords:
- Use tools like SEMRush or Ahrefs to find keywords relevant to your services and location. Look for terms that potential clients are likely to search for.
- Incorporate keywords naturally:
- Include local keywords in your website content, meta descriptions, titles, and headings. Ensure they fit naturally into your content to avoid keyword stuffing, which can harm your SEO.
- Focus on long-tail keywords:
- Long-tail keywords (e.g., “freelance web designer in Seattle”) are often less competitive and more specific, making it easier to rank for them. This can contribute to improving your rankings for more competitive keywords within the same topic as well.
Create location-based content
Creating content that is relevant to your local audience helps establish you as an expert in your area and attracts local clients. It also provides opportunities to incorporate local keywords naturally.
How to create location-based content
- Write about local events and news:
- Write blogs about industry-related events happening in your area or news that impacts your field. This positions you as a connected and informed local expert. This can also help improve your personal and online expertise on niche topics.
- Showcase local case studies and success stories:
- Share detailed case studies or success stories of projects you’ve completed for local clients. This demonstrates your experience and success within the local market.
- Create guides and resources:
- Develop guides that are useful for local businesses or residents. For example, a freelance photographer in Los Angeles could write blog posts about local photography spots, tips for shooting in different LA neighbourhoods, and case studies of local events they’ve photographed. This content attracts local search traffic and establishes the photographer as a go-to expert in the LA area.
Optimizing your online presence as a freelancer
On-page SEO best practices
On-page SEO is critical for freelancers who want to attract local clients through their websites. By optimizing various elements of your website, you can improve your search engine rankings, increase visibility, and ultimately attract more clients. Here’s a deeper look into on-page SEO best practices and their impact:
Keywords research and usage
- Local keywords: Integrate local keywords such as your city or neighbourhood into your website titles, meta descriptions, headers, and throughout your content. For example, if you are a freelance graphic designer in Austin, Texas, use phrases like “Austin graphic designer” or “freelance graphic design services in Austin.”
- Long-tail keywords: Use specific long-tail keywords that potential clients might search for, such as “affordable graphic design services in downtown Austin.”
Title tags and meta descriptions
- Titles: Ensure your titles are compelling and include local keywords. For instance, “Top Freelance Graphic Designer in Austin, TX.”
- Meta descriptions: Write descriptive meta descriptions that incorporate local keywords and provide a clear summary of what the page is about. For example, “Offering professional graphic design services in Austin, TX. Contact us for custom designs and branding solutions.”
Content optimization
- Local content: Create content that is relevant to your local audience. This could include blog posts about local events, collaborations with local businesses, or success stories from local clients.
- Headers and subheaders: Use headers (H1, H2, H3, etc.) effectively, incorporating local keywords where appropriate to improve readability and SEO.
- Internal linking: Link to other relevant pages on your site to keep users engaged and help search engines understand your site structure.
Mobile optimization
- Responsive design: Ensure your website is mobile-friendly since many local searches are performed on mobile devices.
- Page speed: Optimize your site’s loading speed to improve user experience and search engine ranking.
Building local citations
Local citations are mentions of your business name, address, and phone number (NAP) on other websites. They play a crucial role in improving your local SEO ranking by validating your business information across the web.
Understanding local citations
- Consistency: Ensure that your NAP information is consistent across all citations. Inconsistent information can confuse search engines and hurt your ranking.
- Types of citations: Citations can be structured (listings on local directories, business listings, etc.) or unstructured (mentions in blogs, news articles, etc.).
How to build local citations
- Online directories: Get listed in reputable online directories such as Google Business Profile, Yelp, Yellow Pages, and industry-specific directories.
- Business associations: Join local business associations and get listed on their websites. This not only provides a citation but also establishes credibility.
- Local blogs and websites: Reach out to local bloggers and websites for mentions or features. Writing guest posts or being interviewed can also help.
- Social media profiles: Ensure your business information is accurate and up-to-date on all your social media profiles.
Key Takeaways
In summary, local SEO is a powerful tool for freelancers looking to build a sustainable online presence and attract high-quality clients within their geographic area. By optimizing your Google Business Profile, using local keywords, and creating location-based content, you can significantly enhance your visibility and credibility. Additionally, focusing on on-page SEO best practices and building local citations will further solidify your position as a trusted expert in your local market.
The power of local SEO lies in its ability to connect you with potential clients who are actively searching for services in your area. By appearing in local search results, you not only increase your chances of being discovered but also build trust with your audience, making them more likely to choose your services over competitors.
Now is the time to take action and implement the strategies outlined in this blog post. Optimize your online presence, engage with your local community, and watch your freelance business grow. Embrace the power of local SEO and establish yourself as the go-to expert in your area.
