What Is Local SEO And Why Is It Important For Your Business?

What is Local SEO?


You may have heard the term local SEO or local SEO optimization before, but what exactly is it? Local SEO is the process of improving the online visibility for your business when someone makes a location specific search. Based on the location of the user or the location that they are searching for (for example, “Restaurants in downtown Montreal”), specific businesses in those locations will show up in the search results. Having a higher ranking will mean that your business will show up higher in the local pack of the local search results. The goal of local SEO is to improve organic traffic to your business from online searches.

Who Can Benefit From Local SEO?


So now you might be wondering, “can my business benefit from local SEO?”
Local SEO is a tool that can benefit brick-and-mortar businesses as well as businesses that operate in specific service areas. A few examples of who can benefit the most from local SEO are:
  • Lawyers
  • Doctors
  • Plumbers
  • Restaurants


If your business is online only, you may want to stray away from local SEO as it is not a tool that would greatly benefit your business. Instead, consider investing your time in traditional SEO social media marketing and contact us today to have our Montreal SEO agency help you rank higher.

What are the Benefits of Local SEO?


In case you aren’t convinced yet that you should be using local SEO, here are just a few ways that it can benefit your business.
    • Being discovered by local consumers who are looking to buy from local businesses (more relevant traffic)
    • Demonstrate your credibility based on the quality of your reviews
    • Drive more customers to your physical location (for brick-and-mortar) or get more loyal customers using your services (for service-area businesses)
    • Make your website more visible
    • Get more leads
    • Get more engagement with searchers


How to Improve Your Ranking on the Local Pack


Here are a few things you should focus on when trying to improve your ranking in the local pack:

Set up and optimize your Google My Business account

When it comes to local optimization, Google My Business is your best friend. A few ways to optimize your GMB profile is to ensure that it is complete, post on your GMB account, ask your customers to review your business online, and respond to your reviews (both good and bad). A few factors that Google My Business uses when ranking local listings to keep in mind are:
  • Relevance: How well a local listing matches with a user’s search.
  • Distance: How far a listing is from a location used in a search.
  • Prominence: How well known a business is.


Make some improvements to your internal linking structure on your website


Internal linking is when you add a link on one page on your website that will lead to another page that is also on your website. Internal linking is the key to improving your SEO ranking because it will help establish page authority throughout your site, ranking power for your pages, and help define the hierarchy and architecture of your website. On top of all of that, internal linking will also help with website navigation.

Optimize your URL, title tags, headers, meta description, and content


When optimizing for local SEO, you want to include your location in as many places as possible. This means your URL, title tags, headers, meta description and content. However, when doing this, be sure to include it in a way that flows naturally, not forcing it  or “keyword stuffing”. By including your location in these places, it will create more opportunity for your website to come up in search results for this geographical location.

Create localized content


By creating localized content, for example a blog post about local industry events, you can focus on attracting local customers. Creating local content will help you rank higher with Google and other search engines because it is telling them that your website is relevant for people searching in those areas.

Add yourself to more local directories


The more local directories you add your business to, the more opportunities you have of potential customers finding you. Just be sure that your NAP (name, address, and phone number) are consistent throughout all of the listings.

Post regularly and be active on your profile


It is important to regularly update your Google My Business profile with news regarding your business, promotions you are having, new products and services. This is a great way to attract potential customers to your business and, when you post regularly, will give customers an accurate idea of what your business is all about. One of the key features of GMB posts is that you can include a call to action button in your post (call now, learn more…) which makes it much easier for customers to contact you or find out more about your business. The call to action button can help generate more organic clicks to your website and increase your page ranking with Google.

If you would like to learn more about incorporating local SEO into your marketing strategy and about our local SEO optimization services, contact us today.

WSI Digital launches new website for Exceleris

New website The team at WSI Montreal is pleased to announce the launch of a newly redesigned website for Exceleris, who are accounting and finance recruiters in Montreal.

Since 2004, they have been helping employers fill their accounting, financial, and taxation openings with the best candidates for the job. This is done through their extensive talent pool. Exceleris’ attention to detail sets them apart and ensures a perfect match between candidates and accounting jobs in Montreal.

As a WSI client for many years, Exceleris has recently recognized the importance of updating their existing website with a modern design. By doing this, they will be able to continue to offer the best possible experience to their clients. Exceleris’ new site now facilitates the search for information and includes a section dedicated to employers.

Because the new site is built on a WordPress CMS platform, our client will be able to easily update their site themselves. For example, new articles can be added on a regular basis to keep candidates and clients informed about trends in employment, recruitment and human resources management. WSI will continue to provide technical support and make the monthly updates and additions necessary to keep the site running smoothly.

For a fully integrated experience, the job posting system on Exceleris now automatically feeds to Google jobs to better manage job opportunities. This will make it easier for candidates to find accurate and updated career opportunities.

We would like to thank the recruiting team at Exceleris for giving us the opportunity to work with them to modernize and enhance their website and for once again putting their trust in our firm.

Contact our Montreal web design team today to find out how we can help revamp your existing website to give it a fresh new look and grow your business.

5 Ways to Digitally Transform Your Business in 2021

5 ways to transform your business
As the global leader in digital marketing, WSI Digital Marketing in Montreal is proud to introduce one of our network’s consultants to discuss how you can digitally transform your business in 2021. Kelly Biggs has over 20 years’ experience in sales and marketing, obtained her MBA in 2009, and has won numerous awards including Top Sales Consultant at Fortune 500 and small to medium businesses.



Here is a recap of the 45 minute presentation.

What is Digital Transformation?

Digital transformation incorporates digital technology into all areas of business  which results in fundamental changes to how your business operates and the value that you bring to your customers. It requires a willingness to experiment and being at ease with failure.

It is important to note that transformation is driven by customers NOT your business. You must always lead with the customer experience in mind.

Should You Digitally Transform Your Business?

It might be time to digitally transform your business if you have experienced any of the following:
  • Decreased (or lack of) referrals.
  • Repeat business is falling off.
  • Your technology feels old.

Five Ways to Digitally Transform Your Business

End-to-end digital processes keep the customer in mind and should be performed concurrently and continuously.

1. Attract Prospects

Inbound marketing is designed to drive prospective customers to your website using enticing content such as; keyword research, PPC, SEO, content marketing and social.
A successful inbound marketing strategy has the potential to generate high quality leads.
You can make the most of your inbound marketing strategies by:
  • Building a buyer persona to fully understand your target market.
  • Leveraging keyword research to increase SEO and marketability of content.
  • Showing up where your customers spend their time online.

2. Convert Visitors

When someone visits your website the goal is to convert them into leads and ultimately into clients. This is important because conversions will improve your ROI.
There are 2 ways to convert visitors into leads:
  1. Traffic focused approach: increase traffic to your website to get more leads.
  2. Conversion focused approach: increase the conversion rate of the visitors that are already on your site.

3. Close Leads

Once you capture your leads in the marketing or sales funnel, you want to turn them into customers. Sales and marketing automation can help you do this more effectively. The benefits of sales and marketing automation:
  • Create workflows in advance and automate repeatable processes.
  • Pinpoint sales and marketing KPIs to increase ROI.
  • Personalize the customer experience.
  • Increase sales team efficiency.

Email automation nurtures top-of-funnel leads as they move through to sales-qualified leads.
  • Use an intriguing subject line.
  • Personalize the content.
  • Mention the purpose.
  • End with a CTA.
  • Focus on the reader.


CRM – customer relationship management – allows sales teams to walk leads through the sales funnel using established processes until the sale is closed (and beyond).
  • Establish sales stages.
  • Set weekly cadence.
  • Review stalled deals.
  • Evaluate data without judgement.

4. Delight Customers

Your online reputation is critical to your success. A great online reputation helps build your credibility which can generate more customers. Most businesses are not proactively managing their online reputations. Online reputation management (ORM) allows you to control online conversations about your business, because 79% of customers trust online reviews as much as personal recommendations:
  • Set up a process to proactively get reviews.
  • Respond to all reviews within 24 hours. A bad review is an opportunity to engage.
  • Measure your ratings to identify how you can improve.

5. Measure Your Performance

Measuring the performance of your marketing efforts is critical to your success. Here are some reasons why you should use analytics to measure your performance:
  • Monitor performance for emerging trends.
  • Understand clients’ acquisition, behavior, conversion.
  • Set strategy.
  • Identify shifts in the market.
  • Measure ROI.

For more information on how you can digitally transform your business, contact our digital marketing team in Montreal today.

DON’T MISS WSI’S UPCOMING WEBINAR ON PPC OPTIMIZATION

Today, consumers rely more and more on the information Google serves up to them when researching products/services or making a purchase decision. And with the top 3 paid ads getting 41% of the clicks in Google, brands across industries invest heavily in Google Ads to try and capture more sales-ready leads.

But to make a return on your Google ad investment, you need to optimize your campaigns continuously. Including tweaking and refining your ad groups, ad copy, keyword phrases, and even your landing pages, all while paying attention to your consumer’s purchase behaviors.

So, how can you make sure you have a solid search strategy in place that includes a strong organic presence and paid search ad placement? And how can you get a better ROI from your Google Ad campaigns?

Join us at our webinar on October 21st. As a Google Premier Partner, we’ve lined up Angelina Miller, an Agency Development Manager at Google, to be our guest speaker and share key insights around Google Ads.


Here are the details:


PPC Optimization Tips from Google

Wednesday, October 21st @ 9 AM PDT / 12 PM EDT / 4 PM UTC 
Featuring Guest Speaker: Angelina Miller, Agency Development Manager at Google
In just 45 minutes, you’ll learn:

  • Why having a solid PPC strategy in place is so important and how to plan, execute and optimize paid ad campaigns effectively

  • What the latest search experiences your consumers are having and how they are impacting brand perception

  • PPC optimization tips directly from Google you could get started to build strong and effective Google Ads campaigns

Spots are filling up fast, so register to claim your seat. Doesn’t fit with your schedule? Don’t worry—as long as you register, we’ll make sure you get the recording and slides from the session so you won’t miss a thing.

RESERVE YOUR SPOT NOW

6 Ways to Use Video Marketing Across Your Business [WEBINAR RECAP]



Summary: A quick recap, plus the recording from our Ahead of the Curve webinar on How Using Video Creates Revenue, Retention, and Relationships.

If you’re an avid reader of our blog posts, you’ll know that WSI has been in the digital marketing space for quite some time – 25 years to be exact!

So, when the Coronavirus pandemic hit, we knew we had a responsibility to share our digital marketing expertise and help businesses around the world navigate through COVID-19.

One way we are doing this is through our Ahead of the Curve webinar series, which aims to share digital marketing tips and best practices on key tactics that can help you overcome the marketing obstacles you’re facing today.

Ahead of the Curve webinar

Our digital marketing educational webinar series kicked off this past Wednesday to an impressive response and covered the topic of video marketing, and specifically, How Using Video Creates Revenue, Retention, and Relationships. In this session, Ryan Kelly and Cynthia Barillas from the WSI Smart Marketing team based out of California, USA, joined us to share six ways you can use video across the core areas of your business.

We’ve included a quick recap below, and the full webinar recording can be found at the end of this blog post.

1. Use Video During the Prospect and Client Communication to Boost Sales

The next time you jump on GoToMeeting or Zoom (or whichever virtual meeting technology you are using), turn on your webcam. Sharing your webcam when conducting a virtual meeting humanizes the conversation you are having with your prospect or client. You can’t read a person’s emotion or passion or share how much you care about their business as effectively over text as you can with video.

2. Use Video in your Emails to Enhance Your Customer Service

Delivering exceptional customer service isn’t always about how fast you can answer a question or get an issue resolved. A lot of the time, customer service is enhanced by the type of rapport or relationship you can build your customers. Using video in your emails to share a quick how-to, results of a service you delivered, or even just to say hi and check-in, will take your customer communications to that next level.

3. Use Video in Your Social Media to Make Your Post More Engaging

Social media is one of the easiest ways to incorporate video into your business. As part of your social media strategy, consider adding video to your social posts and stories. Look into doing a live video stream on Facebook, Instagram, or YouTube to share content with your followers immediately. Social media is a great way to share new video content but also video content you have created in the past as well.

4. Use Video on Your Website to Showcase Your Client Testimonials and Solutions

Adding video to your website is the quickest way to make your web pages more engaging. Today’s website visitors are much more likely to consume content by watching it than reading it, especially on their smartphone. Videos are also more likely to keep your visitors on your website longer and even entice them to fill out a form. So take a moment to go through your website and make a note of any content that could easily be adapted into a video – like blog posts, FAQs, service and product pages, or client case studies.

5. Use Video in Your Marketing Messages to Build Your Brand and Reputation

Video is a great way to show-off your service expertise and builds your professional brand and reputation. If you’re looking to make a name for yourself and become a recognized expert in your industry, set-up a YouTube channel and start sharing essential tips, tricks, and advice that your target audience is looking for in video format. Then, optimize these videos to build up a following, and you’ll be on your way to being a trusted expert in your field.

6. Use Video while Your Team Works from Home to Increase Employee Engagement

Many businesses and employees were thrust into a remote working environment as lockdown protocols suddenly took effect due to COVID-19. During this time, when many outside factors could negatively impact your employee morale, business owners and team leads must be doing what they can to maintain your company culture and keep employee engagement up. Turn those webcams on during your team meetings, bring all employees and departments together in weekly team huddles, and for all the CEOs and Presidents out there – send the occasional company update via video.

For more details on all of the above, watch the recording from our webinar, How Using Video Creates Revenue, Retention, and Relationships (posted below).

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