How profitable is local search ?

As online marketing for local businesses has grown ever more sophisticated and complex, the need for external, experienced professionals to provide it as a service has also developed. Of course, local marketing requirements of different business types can vary massively: a restaurant chain is unlikely to have to deal with Google My Business spam, just as a single-location retail store has far more control over its online reputation than businesses with multiple locations.

Digital Marketing agencies India and freelancers, in particular, have had to adapt their digital marketing services and their marketing messaging to ensure they’re capturing the right kinds of leads suited to their expertise, without inadvertently closing doors that could lead to fruitful partnerships.

This dynamism and variety inherent in local business marketing mean that we can’t always know exactly what we mean when we talk about it, but my company OMR Digital tries to resolve this every year with bird’s eye view of what’s going on, called the Local Search Industry.

A new report finds that while junior SEOs spend the most time on day-to-day SEO, senior staff need to keep their skills sharp so their agencies and businesses run successfully.

This report looks at the tasks performed, salaries earned, revenue generated, clients served (and much more) of people working in local search, but exclusive to this column I’d like to present data on how these data points differ when split down lines of seniority. As you’ll see below, the experiences of Junior, Mid-level, and Senior SEOs don’t differ quite as much as you think (except for where it really matters, of course: the wallet).

This would suggest that mobility between ranks in marketing agencies is far easier from Junior to Mid-level than from Mid-level to Senior. In many cases, to be in the Senior level at an agency, you’d need to have found it in the first case. This is true of smaller agencies, though the larger size of C-suite in more prominent agencies is bound to come with more potential from promotion within.

If you’re not already at a Senior level, you’ll be wanting to move up in the world, but what skill will you need to develop to do that? Let’s take a look at the kinds of tasks each of these three levels of employee/employer get up to.

Which core tasks does the local search industry perform?

Top Five Tasks for Junior SEOs

1. SEO audits/analysis (95 percent of junior SEOs said they performed this task)
2. Citation management (95 percent
3. Reporting/analytics (95 percent)
4. Google My Business optimization
5. Content creation
6. Top Five Tasks for Mid-level SEOs

Top Five Tasks for Mid-level SEOs

1. Reporting/analytics (96 percent)
2. Competitor research (96 percent)
3. Content creation (93 percent)
4. Reputation management (93 percent)
5. On-site optimization (93 percent)
6. Top Five Tasks for Senior SEOs

Top Five Tasks for Senior SEOs

1. New business development (97 percent)
2. Client management (96 percent)
3. On-site optimization (96 percent)
4. SEO audits/analysis (95 percent)
5. Reporting/analytics (94 percent)

As you can see, performing and understanding SEO audits remains a key skill the further up the SEO ladder you climb, while some less complex tasks citation management are naturally the sole preserve of SEO juniors.

Seniors focus more on building the business, generating new leads and developing client relationships than getting their hands dirty, though they still definitely keep practicing SEO to keep from getting rusty. This is particularly important in local SEO, as with its reliance on Google My Business, it’s slightly more at the immediate whim of Google than other forms of website-oriented SEO.

Also Read : WHY SEO IS IMPORTANT FOR BUSINESS

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