Over 50% of search queries have local intent. Local search has become one of the most important aspects of search engine optimization for small and medium sized businesses.
Local SEO is the process of optimizing a business for specific products or services in a specific location. This month we'll get into the details of how to succeed with a local SEO strategy. Whether you have a single location or multiple locations, a local SEO strategy will help you bring in additional customers.
Small businesses have the same needs as big businesses, except without the budgets, resources, personnel, and time. What steps does a typical small business take to be in the right place at the right time when people are looking for them? We'll cover local from top to bottom including:
• Keyword Research & Targeting
• On-Page Factors
• Google My Business Listing
• Local Citations / NAP Listings
• Industry & Local Specific Links
• Reviews
4. KEYWORD RESEARCH & TARGETING
https://adwords.google.com/KeywordPlanner
http://keywordtool.io/
http://www.semrush.com/
https://ahrefs.com/positions-explorer
5. HYPERLOCAL & LOCATION
Boylan Heights
Brier Creek
Cameron Park
Cameron Village
Capital District
Fairmont
Fayetteville Street
Five Points
Glenwood South
Lassiter Mill
Moore Square
Mordecai
North Hills
Northeast Raleigh
Oakwood
Umstead
Wade
Warehouse District
6. ON-PAGE SEO
Don’t expect to outrank
companies with a physical
presence in a city and who
are active unless you put
in the work
7. KEY ELEMENTS FOR SEO
•TITLE TAG
•HEADER TAGS
•URL
•CONTENT
•IMAGE FILE NAME & ALT TEXT
•SPEED
•INTERNAL LINKING
•ANCHOR TEXT
•NAP
14. WHAT TO LOOK FOR
•Business name
•Address
•Phone Number
•Website
•Categories
•Hours
•Good description (include links)
•Profile Photo
•Cover Photo (can be animated)
•Other Photos
•Email Address (on domain)
•Claim custom URL when you can
•Join Communities
•Follow others
•Links
16. LOCAL CITATIONS / NAP LISTINGS
Parts of your business data including Name,
Address, Phone #, but can also include data
such as website, email, hours, etc.
18. EXPERT CITATION SURVEY
•55% say accurate citations are 'critical' to local search ranking
•71% say quality of citations is more important than quantity
•45% say you should update existing citations before building new ones
•57% say that it is 'very important' to merge or delete duplicate citations
•Local Gov sites are rated the highest unstructured citation sites (20%)
https://www.brightlocal.com/2015/03/12/expert-citation-survey-2015/
21. TOOLS / SERVICES
RoboForm
LastPass
Moz Local
Yext
WhiteSpark
Bright Local
Dupe Finder - http://www.michaelcottam.com/google-
business-page-finder/
NAP Hunter:
https://chrome.google.com/webstore/detail/nap-
hunter/ligeiippheclogiddffemogcgpjmieao
22. MORE ABOUT CITATIONS
Make sure your citations are on your site
Citation cleanup and optimization often takes a second
or third round
Partial / Unstructured citations on sites such as social
profiles, youtube videos, job ads, media, events, etc.
What gets normalized in business data is okay!
23. INDUSTRY & LOCAL LINKS
BBB, chamber, local directories, meetups,
sponsorships, industry associations and organizations,
events, charities, media mentions, university discounts
or scholarships, jobs, awards, certifications, speaking
engagements, coupons
Find links of competitors:
Ahrefs
Open Site Explorer
Majestic
26. BEST PRACTICES AND TIPS
• Start with google but don’t stop there!
• On Google: 5 reviews to see stars, but
still won’t get you a 5 star rating
• Monitor and respond to reviews
• Ask for reviews, review instruction
sheets, redirects on domain, follow-up
emails, satisfaction questionnaires
27. BAD PRACTICES OF SEO COMPANIES
•They Promise #1 rankings or guarantee results
•They say they have a guy at Google
•They sell packages before they determine your needs
•They use Call Tracking Numbers on Google My Business or important NAP listings
•They setup their own site
•They own your domain
•They own your website or content
•They don’t get your onsite SEO right
•They don’t do redirects after a new design
•Duplicating social posts
•Duplicating page content
•They won’t give you access to your Analytics
•They don’t filter your Analytics spam
•They don’t give you access to your AdWords
•They don’t setup goal tracking
•Link networks or PBNs
•They don’t report on activities
•They don’t ask questions about your business
•They still use PageRank as a metric
•They send lots of unsolicited emails
•They have bad reviews