Are you local? The challenges of local search engine optimisation strategies
Brendan James Keegan, James Taylor · Journal of digital & social media marketing. · 2019
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.