From the tranquility of Burnaby Lake to the breathtaking view at the summit of Burnaby Mountain, it’s easy to see why people keep travelling to Burnaby, whether it’s as tourists or to become residents of the City.
But this isn’t a tourism pitch. You know Burnaby is beautiful – you also know that the City is a great place to do business. You want to turn those residents and tourists into paying customers.
There’s stiff competition for the money to be won in Burnaby. The population keeps growing, and the city’s blooming reputation as a tech hub is attracting a highly educated, highly competitive workforce. To stand out from the crowd and win business, you need a way to cut through all the noise. A way to cut through advertisements being blasted around the whole of Metro Vancouver. A way to target the people who are actively searching for the kinds of products and services you provide.
You need SEO.
What is SEO?
Search engine optimization (SEO) is all about getting your business to perform well in search engines. We can break down how search engines work into two core steps:
- The user submits a query into the search engine.
- The search engine finds relevant results for that query, and populates the search engine results pages (SERPs) with those results, with the pages the search engine deems most relevant at the top of the first page.
SEO, then, is all about figuring out which queries (what we call keywords) are most relevant to your business, then getting your website as close to the top of the SERPs as possible for those keywords.
A targeted approach
This makes SEO a targeted approach – the clients we’re going to bring to your door are people who are actively looking up terms that are relevant to your business. Oftentimes, these terms will be what we call “SiLs” – service-in-location searches.
Imagine, for example, you have a store that specializes in hiking boots – a search for “hiking boots in Burnaby” is one you’d absolutely want to come up first for. What’s more, by popping up first in the results, it makes it less likely that the user will go to your competitor.
In other words, SEO allows you to play both offence and defence, all while targeting the most valuable clients.
Modern techniques for a modern city
The average age in Burnaby is around 40 – that means there are a lot of Millennials and Zoomers in the city who primarily access information online. Moreover, Burnaby has a very highly educated population – we’re talking about a group of tech-savvy people, here.
SEO holistically boosts your entire online presence – it’s not surprising that what Google and other search engines really care about is how relevant and well-built your website is. So, while SEO’s goal is always to boost your ranking for relevant keywords, we’ll do that by improving everything that you do online.
For a city filled with tech companies and a population hungry for information, SEO is absolutely perfect.
We’re going to work with you to make your website the best it can be – to create content that helps search engine users answer their queries. Their first experience with you will be a positive one – they had questions, and you provided the answers. They’ll navigate your website and find that it’s easy to use – all the pages loading quickly, and all of the information relevant and timely.
Why SEO is right for Burnaby
Honestly, SEO is a really good idea for any city with a lot of Internet users. There are, however, some traits unique to Burnaby that make it particularly well-suited to a certain suite of SEO techniques.
There’s a surprising number of magicians on the First Rank team (that’s not a euphemism for “technical magic” – I mean, literal magicians). While a lot of magic is about sleight-of-hand, it can be just as impressive to put your cards face up on the table – when you see all the effort and thought that goes into a trick, it can blow your mind all over again.
So we’re going to put our cards on the table and tell you about some of our tactics for SEO in the City of Burnaby:
The first thing to keep in mind is that Burnaby is a fairly densely populated city – there are hundreds of thousands of people who we can attract to your business using SEO. For that reason, it’s a good idea to cast both wide and narrow nets.
Instead of targeting all of Burnaby with pages about “Hiking boots in Burnaby”, we can instead target neighbourhoods. Someone in Burnaby Heights doesn’t just want to know where they can find hiking boots in Burnaby if it means they’ll have to travel all the way over to Sullivan Heights.
By instead targeting those neighbourhoods individually (especially if you have multiple locations), we can encourage more traffic from people who want to find a store that sells hiking boots as close to them as possible.
Breaking up Burnaby into smaller segments allows you to rank better for location-specific keywords – in turn, those extra clicks will lead to your whole site ranking better for Burnaby-related searches. Eventually, whether people are looking Burnaby-wide or just in Brentwood for your services, you’ll pop up near (or at) the top.
Reach the Metro
Of course, one of the advantages to living in Burnaby is that you have access to customers from all around the Vancouver Metro. We can target those clients, too.
For example, a business with a location in Eastburn could easily attract clients from New Westminster – especially from neighbourhoods like Glenbrooke North. SEO grants your business the ability to target neighbourhoods in a very granular fashion like this. You can easily see how the same logic could apply to a business in Sullivan Heights wanting to sell to neighbourhoods in Coquitlam, like Burquitlam.
As your rank and reputation continue to grow, you can target more and more different neighbourhoods and cities in the Metro. Of course, exactly what tactics you’ll deploy will depend on your industry and the areas you serve – but in the world of SEO, the room for expansion is always there.
Cut through the noise
We’ve already talked about what a competitive space Burnaby is – that’s, in part, a consequence of all the other important, business-friendly cities in the area. When you’re competing with giant corporations who headquarter their business in the Metro, it can be hard to find a voice in traditional media.
SEO is the cornerstone of any digital marketing strategy because you don’t need to compete for attention with everyone else – you just need to compete on the SERPs. The customers who are looking up relevant keywords are already interested in what you have to offer, so it’s even easier to sell them what you’ve got – as long as you’re popping up before your competition in the results.
Bring everyone into the fold
And honestly? Traditional marketing isn’t all it’s cracked up to be. It has its uses – it’s really good at changing attitudes. But most small and medium-sized businesses don’t have the brand reach for changed attitudes to matter – you want to change behaviours.
What’s more, there are a lot of people in Burnaby who are not tapped into traditional media. They’re not watching cable and listening to the radio – they’re using the Internet to find what they need. That might be because they’re newly immigrated – over 50% of the city is populated by recent immigrants, after all. It might also be because they’re young.And, really, think about how you found this page – it was through Google, wasn’t it? Digital marketing is incredibly effective.
No tricks - but it works like magic
Now you know what we do. You know how it can help you. We want to do business with you.
We don’t just take anyone. We only take clients if we’re sure we can provide them with a positive ROI. We aim for an ROI above 100% – we’ve had clients with 200%-500% ROI. If you’re the right fit, you could be one of them
So go to our home page, and use our audit tool. We’ll send you detailed information about how we can beat out your competitors to get you higher in the SERPs.
But the audit is just the beginning. Speak to our experts today – we’re excited to talk to you. We’re excited about SEO in Burnaby.
We’re First Rank, and we’re here to grow your business