Selling SEO services to local businesses can be a lucrative and rewarding endeavor, especially as more businesses recognize the importance of having a strong online presence. In Part Two of "How to Sell SEO to Local Businesses," we'll focus on the complete process, including how to present SEO effectively, address concerns, and close the sale.

1. Understand the Business Needs and Goals
Before offering any SEO solutions, you need to understand the specific goals of the local business. Tailor your approach based on their needs.

Ask questions to uncover the business's pain points:

Do they have a website? Is it optimized for mobile and local searches?

Are they getting enough traffic to their website, or do they struggle with leads or sales?

What is their current online marketing strategy? Are they using social media, paid ads, or email marketing?

Find out their goals: Are they focused on increasing foot traffic, gaining online customers, or building brand awareness? Local businesses may have very specific goals that SEO can help with, such as ranking for "near me" searches or targeting local keywords.

2. Conduct an SEO Audit for the Business
Providing a detailed SEO audit helps to show the business how they are currently performing and where there is room for improvement.

Audit their website:

Look for issues related to technical SEO, such as site speed, mobile-friendliness, and indexing issues.

Examine their on-page SEO, including keyword usage, title tags, meta descriptions, and header tags.

Check their local SEO efforts, such as the completeness of their Google My Business (GMB) profile and the presence of local keywords on their site.

Audit their competition: Research other local competitors to show them where they stand in comparison and identify gaps in their SEO strategy.

Create a report that highlights their website's strengths and weaknesses and demonstrate the potential improvements through SEO.

3. Explain the Importance of Local SEO
Local SEO is critical for businesses that want to be found in their local area. Show the business how local SEO can specifically benefit them:

Google My Business (GMB): Help them set up or optimize their GMB profile. A properly optimized GMB listing can significantly increase their chances of appearing in local search results.

Local Keywords: Focus on terms that include geographic references like "near me," "in [city]," or "[service] in [neighborhood]."

Local Citations: Getting listed in local directories such as Yelp, Yellow Pages, and other industry-specific directories.

Reviews: Encourage businesses to collect positive reviews, as they can boost credibility and help them rank better in local searches.

4. Educate the Business on SEO Benefits
Businesses may not fully understand the long-term value of SEO. Be prepared to educate them about how SEO works and the tangible benefits they will get.

Organic Traffic: Explain how SEO helps their website get more organic traffic from search engines without relying on paid ads. This could lead to more leads, more sales, and increased brand visibility.

Better ROI Than Paid Ads: While paid ads like Google Ads can bring immediate traffic, SEO offers long-term results that can be more cost-effective over time.

Competitive Advantage: If their competitors are already investing in SEO, they might be falling behind. Show them that SEO can help level the playing field.

Local Relevance: Highlight that SEO helps local businesses rank in relevant searches when customers look for services nearby, thus helping them get more local traffic and sales.

5. Provide a Tailored SEO Strategy
Instead of offering a one-size-fits-all approach, create a custom SEO plan that fits the business's unique needs and budget.

Targeted Keyword Research: Provide a list of keywords specific to their business and location. For example, if it's a plumbing company in Boston, keywords like "plumber in Boston" or "emergency plumbing services Boston" should be prioritized.

On-Page Optimization: Explain the specific on-page optimizations you'll make to improve keyword rankings, including content creation, optimizing title tags, and improving user experience.

Technical SEO Fixes: Propose technical improvements such as site speed optimization, mobile responsiveness, and fixing any broken links.

Local SEO Services: Outline the steps you'll take to improve their local search visibility, including Google My Business optimization, local citations, and getting them featured in local business directories.

Link Building Strategy: Suggest ways to acquire backlinks from local websites and directories to boost their site's authority.

6. Show the Business the ROI of SEO
Many local businesses want to know how SEO will help them make money. Make sure to explain the potential return on investment (ROI) of SEO in clear terms.

Use case studies or examples from previous clients to show how SEO improved their rankings, traffic, and leads.

Set measurable goals: Use tools like Google Analytics, Google Search Console, or SEMrush to track key metrics such as increased traffic, conversions, and keyword rankings.

Provide a timeline: SEO results don't happen overnight, so set realistic expectations. Typically, local SEO efforts can take anywhere from 3 to 6 months to see significant results, but the long-term benefits will be worth it.

7. Address Common Objections
Local businesses may have concerns about investing in SEO. Here's how you can address some common objections:

"SEO is too expensive": Break down the cost and explain how SEO is an investment that will lead to more organic traffic, which means more business without the ongoing costs of paid ads.

"We've tried SEO before and it didn't work": Explain that SEO is an ongoing process and results take time. If they worked with a previous provider, find out why it didn't work and explain how your approach will be different.

"We don't need SEO, we get customers through word-of-mouth": While word-of-mouth is valuable, SEO can significantly amplify their online presence and attract new customers who search for their services online.

8. Close the Sale
Once you've addressed concerns and provided value, it's time to close the deal.

Offer multiple packages: Provide a few different service tiers (e.g., basic, standard, premium) to accommodate different budgets. This allows businesses to choose the plan that works best for them.

Explain the next steps: Let them know how the process will work. Walk them through the timeline, deliverables, and the communication process.

Provide a clear call to action: Ask them to sign a contract, schedule a follow-up meeting, or provide the necessary information to get started.

9. Follow-Up and Deliver Results
After closing the sale, maintain communication and keep them informed of the progress. Regular reporting on improvements in traffic, rankings, and lead generation will help maintain trust and show them the ongoing value of SEO.

Regular Reporting: Provide them with monthly or quarterly SEO reports that showcase the progress you're making. Highlight improvements in rankings, traffic, and conversions.

Adjust Strategies as Needed: SEO is dynamic. If results aren't meeting expectations, work with the business to refine the strategy. SEO is an evolving process that requires ongoing adjustments.

Conclusion
Selling SEO to local businesses involves more than just pitching a service—it's about understanding their unique needs, educating them on the value of SEO, and providing tailored solutions that can drive measurable results. By conducting a comprehensive audit, creating a personalized SEO strategy, and clearly communicating the ROI, you'll increase your chances of closing the sale and building a long-term, successful relationship with local businesses.