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

Keegan, Brendan ORCID: https://orcid.org/0000-0002-8441-3763 and Taylor, James (2019) Are you local? The challenges of local search engine optimisation strategies. The Journal of Digital and Social Media Marketing, 7 (3). pp. 270-280. ISSN 2050-0076

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Abstract

Local search engine optimization (SEO) can be a powerful strategy for small to medium sized enterprises. Limited studies provide information on these strategies. This study seeks to understand specialist SEO agencies approaches to performing it, and the associated challenges which emerge in the process. Semi-structured interviews with key informants revealed 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 to enacting a local SEO strategy. A better understanding of the nuances of local SEO strategies is provided that can assist and inform industry and future scholars.

Item Type:	Article
Peer-reviewed:	Yes
Date Deposited:	24 Jul 2019 15:12
Publisher:	Henry Stewart
Additional Information:	This is an Author Accepted Manuscript of an article in The Journal of Digital and Social Media Marketing published by Henry Stewart.
Divisions:	Faculties > Business and Law
URI:	https://e-space.mmu.ac.uk/id/eprint/623425
ISSN	2050-0076
e-ISSN	2050-0084

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