Local SEO is an area of digital marketing that every business needs to consider. Below is a fascinating interview with SEO and digital marketing consultant Rik Snuiverink of FDMA Ltd and local search specialist Nick Ponte, who runs a digital marketing agency in Hawaii.
Today we're speaking with Nick Ponte, Nick runs his own digital marketing agency and we're going to talk more about local SEO. Nick, thanks so much for your time today. Why local SEO?
Hello and thank you for having me. To me, local search is a very powerful area, but one that is overlooked by local businesses many times. People think about other areas first. For example, we often talk about PPC and social media marketing. But local search is always something that gets pushed to the back burner, something that you can think about if you have the time and budget. But if you take a step back, the idea of ”supporting local businesses” is something most of us want to support. The unprecedented events of 2020 and 2021 have forced us all to rethink how we engage and acquire new customers, leading many businesses to shift their focus to the local market.
Before I explain that in detail, Let's stop for a second and find out a little bit about yourself. Nick, can you tell us a little bit about your background?
Yes, I am the owner and founder of Nick Ponte Marketing, a digital agency based in Hawaii. Long story short, we work with a portfolio of around 50 local clients on local search, SEO, web development, e-commerce solutions, and more. I am fortunate to work with an amazing team of highly skilled and creative professionals, each with their own area of expertise. We are passionate about providing personalized and customized services to each client, not just off-the-shelf solutions. I am personally involved in every project we are commissioned to undertake.
Have you always been involved in digital marketing?
Well, not really. I actually started out as a mechanic, sort of fixing cars in my backyard. Then I decided to take it a little more seriously. I qualified and started a two-year apprenticeship, but let's just say it didn't work out. Then someone I knew wanted a website. At the time I knew absolutely nothing about building a website, but I thought, “That can't be that hard,” so I literally Googled “how to build a website” and went from there. Long story short, that was my first web design request, and I built my business from there.
Nick shares more about how he got started in web design and SEO:
You mentioned earlier that you have 50 clients. That's impressive. Are these big chains, local small businesses, or a combination of both?
I work with a variety of clients, most of whom are local Hawaii businesses like Maui Babe, a family-owned beauty supply business on Maui, Krank Cycles, a local bike company, and Timpone Surfboards, owned by surfing legend Jeff Timpone. We work with numerous businesses not only on Maui, but all across Hawaii, including Honolulu and tourist hotspots like Kailua, Pearl City, and Lahaina. Needless to say, local SEO is extremely important for these businesses.
That's amazing. It sounds like a pretty extensive portfolio across multiple locations. Do you have a high-level approach to local SEO?
Well, yes and no. Of course, there are some fundamental truths that apply across the board when it comes to local SEO. The bottom line is that local search is something businesses need to always consider. The biggest change in recent years is that people are starting to realize and understand that. The business environment never stands still, so there is always an aspect of “evolve and adapt” to every area of business strategy. But dedicating time, budget, and focus to local search is key in the first place, which in itself can demand a change in mindset. Some people think that local SEO starts and ends with getting a Google Business Profile and being on Google Maps.
Changing mindsets is never easy, so if you wanted local businesses reading this interview to walk away with one insight, what would it be?
Ah, that's a good question. Here's my take: Regardless of whether or not they “do” local SEO, or how well they do it, the key is to open their eyes and realize that local businesses are absolute gold mines with huge potential. Take our client, Pacific Energy, for example. Before we started working together, they were a small company with just a few employees, but after investing in SEO, their business quickly ranked #1 for the keyword Maui Solar. With this search term alone, they were able to generate millions of dollars in solar power deals alone.
You seem to be very passionate about this subject, why is it so important to you?
Well, I think there are two reasons. From a practical business standpoint, local SEO is an area where Nick Ponte Marketing can add a ton of value to our local clients in Hawaii and beyond. In other words, local SEO helps my clients’ businesses, which means it’s good for my business. But there’s more to it than that. Some people joke about the difference between business and “real life,” but local search actually bridges that gap and helps businesses connect with real people. Business has always been the lifeblood of any community, and that kind of engagement is crucial. I’m very lucky to live and work in Kihei. If I can’t get excited about local SEO here, I need to talk to people about what it means to run a business with a remote team of experts. But in all seriousness, the idea of meeting people, shaking their hands, and putting a face to the names of Google reviewers should pique their interest and spark their enthusiasm.
Makes sense! So is local SEO an area of expertise within your organization?
Not exactly. As I mentioned, I started with website design and launched my own digital marketing agency in 2016. I have assembled an amazing team of professionals with expertise in web design, e-commerce and of course SEO. So my main role is to focus on strategic partnerships, new revenue streams, hiring additional experts to the team and the long-term vision for the company.
Interestingly, the concept of focus has come up a few times before. Is getting it right a big challenge?
I think that's inevitable and it's natural, for sure. Everyone has a limited budget to spend on SEO and marketing, and there's the usual push and pull between paid and organic search, etc. So when I say to my clients, “Hawaii is a special environment, allocate some of your budget to local SEO,” it's natural that people need some time to think about it, to really understand what's in front of them. So, it's difficult, for sure. But there's a lot of noise and evangelism about it in the SEO community, and that definitely helps spread the message. So I'm not just a lone voice on the west coast of Maui.
So does that mean you sometimes have to have difficult conversations with clients when you tell them you want to repurpose budget from other areas to spend on local SEO?
I wouldn't say “it's hard.” Like anything else, I'm there to offer advice and explain why a certain course of action makes sense. So in my local SEO example for a Hawaii business, I show them what strategies their competitors are pursuing and how it's working. I'm there to offer guidance, so it has to have some concrete examples in it. The great thing about local SEO is that it's firmly rooted in the real world. It's easy to see things from your customer's perspective because your local customers are real people you see all around you when you're driving to work, walking on the beach, having coffee at a cafe, etc. So you can think, “If I wanted to buy a surfboard, or go on a bike tour, or take my mom out for coffee, what would be my thought process?” If you think about it that way, your customer will think, “Oh, I see, that makes sense.”
I agree that it's a really interesting topic – search is considered global, across borders, but here we are using online search but with a local community focus.
Yes, you're right. This is also a very good way to help beginners “get” SEO. I think that anyone new to SEO who is looking to specialize in a particular field needs to think about local. In an industry that is constantly changing, local will always be important.
Let's put on our hard-boiled business hats for a second. We've discussed the importance and relevance of local SEO. But when your marketing director asks the CFO for a budget, they need to demonstrate ROI. How do you address that?
That can be hard. Of course, it depends on your business model, but to some extent, you will still have a digital footprint, such as click-throughs and conversions. But you need to find other ways to drive offline foot traffic. It can be as simple as just having a conversation with your customers: “How did you hear about us?” You can also monitor other micro-conversions, such as appointments booked or visitors who create content over the phone or web chat. Of course, you'll need to apply some kind of multiplier after that. For example, a retailer might assume that 7 out of 10 people who call will actually visit the store within a few days. So proving ROI might require a bit of thought, but it's certainly achievable.
What makes you smile about doing local SEO for your Hawaii clients?
Well, the answer here is two-fold. Local SEO is a gold mine, so it's always nice to see my clients boosting local businesses and making a real difference to their sales. Who doesn't smile when they hear that? But I also love seeing my clients have that “Eureka” moment, like I had when I started building a portfolio of local clients. That's when they realize, “Yep, we're all in the same boat.” Contributing to the local economy benefits all of us – our business associates, our neighbors, even our kids. And like I said, it makes it very real.
One last question: I know there are a lot of local businesses out there who want to learn more about local SEO. How can they ask?
I'm always excited to make new connections with other local businesses, so if you'd like to get in touch please feel free to reach out via my website or LinkedIn. I'll also be at DigiMarCon on July 18th and 19th, which will feature some of the biggest names in digital marketing speaking, so I'm really looking forward to it and encourage you to attend if you can.
So Isn’t it just for digital marketing professionals?
Of course! There will be a topic for everyone and we hope that everyone will be able to take something away, whether you are new to the topic or have been working in the field of digital marketing and SEO for years. As I said, it should be a fun event and you will be very welcome. Usually, networking is as important and valuable as the presentation.
Sounds like a great place to meet up for coffee.
The coffee station is one of the best places. What I love about these events is that people are always so friendly and quick to start chatting. Local SEO is tied to a sense of community engagement, so I hope it becomes a really hot topic that captures people's imaginations.
Thank you so much for your time, Nick. It was a real pleasure speaking with you. Lastly, can you leave us some contact information for anyone who wants to get in touch?
Yes, probably the easiest way is through my website https://nickponte.com/ and from there anyone can access my social handles like LinkedIn, or of course, like I said, get your tickets to DigiMarCon in July and come say hello there.