An evaluation of local SEO strategies on business visibility: A study of a small enterprise in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Local search engine optimization (SEO) is crucial for small enterprises seeking to improve their online visibility and attract nearby customers. In Port Harcourt, small businesses increasingly depend on local SEO strategies—such as optimizing Google My Business listings, local keyword targeting, and citation building—to drive foot traffic and online inquiries (Olu, 2023). This study evaluates how local SEO efforts impact business visibility and customer acquisition. By focusing on factors such as search ranking, online reviews, and mobile responsiveness, the research aims to identify which SEO practices are most effective for enhancing local presence (Ibrahim, 2024). The small enterprise under study has implemented various SEO tactics to compete with larger chains, yet its overall online performance remains difficult to measure. The study employs a mixed-methods approach, combining quantitative website analytics with qualitative interviews from business owners and customers. In doing so, it seeks to establish a clear link between local SEO initiatives and increased visibility, ultimately guiding small enterprises in optimizing their digital marketing efforts. The findings will contribute to the broader understanding of SEO effectiveness in local markets, offering actionable insights for businesses in emerging economies (Adebayo, 2024).
Statement of the problem
Small enterprises in Port Harcourt struggle to achieve optimal online visibility despite implementing local SEO strategies. Although efforts such as local keyword optimization and citation building are common, many businesses still face low search rankings and limited customer engagement (Chinwe, 2023). This disconnect hinders the ability of small enterprises to compete effectively with larger firms and affects their overall revenue potential. The lack of standardized metrics for evaluating local SEO performance further complicates the optimization process. This study addresses these issues by examining how specific local SEO tactics impact business visibility and customer acquisition, aiming to provide a strategic framework for small enterprises to enhance their online presence and compete in local markets (Okeke, 2024).
Objectives of the study:
To evaluate the impact of local SEO strategies on business visibility.
To identify effective local SEO tactics for small enterprises.
To propose a framework for optimizing local SEO efforts.
Research questions:
How do local SEO strategies affect online visibility for small businesses?
Which local SEO practices are most effective in driving customer engagement?
How can small enterprises optimize their local SEO for better performance?
Significance of the study
This study provides practical insights for small enterprises by linking local SEO strategies with improved business visibility and customer acquisition. Its findings will help business owners refine their digital marketing tactics, enhancing competitiveness in local markets. The research contributes to academic literature on local SEO and offers actionable recommendations to boost online presence and revenue.
Scope and limitations of the study:
This study is limited to assessing local SEO strategies for a small enterprise in Port Harcourt, Nigeria, and does not extend to national or international SEO efforts.
Definitions of terms:
Local SEO: Optimization techniques aimed at improving search rankings for local queries.
Business Visibility: The ease with which a business is found online by potential customers.
Citation Building: The process of listing business details across online directories.
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