When people mention Newark, many picture urban decline and blight. However, Newark has come a long way from those dark days. It has been on the rebound for quite some time. The one thing that is rare about Newark’s gentrification is it’s 2018 law protecting displaced residents.
Newark is the largest city in New Jersey. As such, around 100,000 people commute to Newark. It is the state’s largest employment hub with a heavy concentration in insurance, finance, trade, healthcare and government.
Newark has opted to take a different path than other gentrifying regions. It remains to be seen if the outcome will be different. Regardless of the outcome, the marketing challenges are similar in that it is becoming increasingly difficult to stand out and be different enough so people take notice.
Without it, it would be more challenging to find your business online. Less than 10% of the local pack results would have landed on the first page of the search engine results page. 80% of any search volume goes to the first page results. 71% to the top 5. Without local SEO, you are unlikely to make the cut.
Local SEO helps to level the playing field somewhat so small businesses can have the opportunity to be visible when people are near their location and searching for products or services that are relevant to their business.
This is an example of the 3 pack for the search "Italian Restaurants Near Me"
Local search algorithms work on what I like to call the “biggest hill in Kansas” principle. This means the local landscape sets the bar by which you will be measured. Typically, the smaller you make the reference field or more narrow you make the topic, the more likely you rise to the top.
There are exceptions, like in the New York metro area. Here, it is more akin to the biggest hill in the Himalayas.
It is a bit of an art and a science to find the right balance between scope, geography, and search volume. If the region is too small, there is likely no one searching for it. The same is true regarding the topic.
Here are the three things that you need to consider with local SEO for your business website.
For proximity, it depends on how crowded the neighborhood is. A mile in Manhattan, NY is much different than a mile in Manhattan, KS.
For prominence, again this is a competitive metric. The more crowded your location is, the more difficult it will be.
Finally, on relevance, this is no different for normal SEO except you are ranked versus your peers. If you are in a room filled with Einstein clones, it will be hard to pick out the smartest.
With so much choice packed into such a small area, the key to success in Newark is standing out and being noticed. Local digital marketing can help you do just that.
If you want to take full advantage of Google 3 pack to drive more traffic to your website, then the time spent optimizing your business's content and site is worth the effort for a small business. These are some basic off-page tips that can help:
In other words, build your SEO around the places where your local community is active.
If you aren’t afraid of a bit of simple coding, there are a couple of technical SEO tips that can help make the bot’s job easier by making some adjustments to your meta tags (title, heading, etc.) and header or body text.
Structured data in this context provides a way to present useful information to bots. Schema is a standard way of using structured data across the digital landscape. To use a simple metaphor, structured data is like a form, and schema is the template that helps put the right information in the right place.
To use schema code, you need to be able to access either the header section or the body section of your web page. Generally, the schema text is put in the header, but I’ve found this can slow page speed. I cheat and put it right after the <body> header. It works equally well.
If you don't know where these are, you may want to skip this section or consider hiring an SEO expert or SEO company.
There are a number of technical adjustments you can make to help bots better scan your page. In this post, we will focus only on how to help the bot to associate the right location with your business online.
This is the code that you need to insert to ensure that you pages are tagged properly for your physical location. I’ll highlight the important part you will need to add in on your own. If you want to skip ahead, I find the Merkle schema tool to be very helpful.
If you're thinking about finding help in Newark for your small business, here are some things to keep in mind.
Aside from all the general tips above, here are some specific actions you can take based on the three key elements of local search algorithms:
All of this assumes that you have completed your keyword research and developed your keyword list. If you have not, this section will be more effective once you do. Please see our previous post on digital marketing in Newark and then come back.
Go through your keywords list and select those which are good descriptors of your business. If it were me, I would use something like “digital marketing agency”, “seo services”, for example. Then make a list of the neighborhoods you service, for example “seo services Exchange Place”.
Now comes the harder part, that is frankly a bit tedious. For each combination, see if you can create a somewhat unique post that’s 500-1000 words for that keyword. For us, it is a post like this. I try to write a post that helps my potential clients learn something or do something they didn’t know they could.
Now, this is the good part. If you do write quality posts for these keywords, you will be raising your prominence. Google knows that all these locations are in or near Newark. So, for each good post you write, you help raise your prominence on a given topic in a given location.
Prominence is also helped by the basic techniques I mentioned earlier, such as being a part of local business groups. Please see the NJ State Library or Newark Regional Business Partnership for listings that might pertain to you. Any local listing helps.
This is why I like the blog technique because it hits all three key areas. If your keyword is a descriptor of what you do and the neighborhood is one you serve, it is highly likely that you will score points on relevance.
Finding the right SEO for your small business in a neighborhood like Newark can be a crucial way to get your company noticed online.
The same tips would apply if you were wanted to go more broadly, for example, the state level with Local SEO New Jersey