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

Keegan, Brendan ORCID logoORCID: 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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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.

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