What is Local SEO?
Local Search Engine Optimization, or Local SEO, is what you need to master to make your business stand out in the SERPs, or search engine results page, on Google. Consistency with your contact information online is just one of the many factors that can determine your position on search engines like Google, Yahoo!, or Bing. According to WordStream, “72% of consumers who did a local search visited a store within five miles.” Local businesses depend on search traffic to generate revenue.
Some research available online shows that paid clicks account for between 5-10% of all clicks in search traffic. This means that “organic results” have more credibility with internet users. Online reviews are increasingly becoming more of an important factor in online search rankings.
While you do not necessarily need a physical storefront, or brick and mortar location, Local Search Engine Optimization is something that is important for all businesses. However, you will stil need a physical listing to show up in the lists shown in the image above.
3 Main Digital Assets
- Your Website
- Your “Google My Business” Page
- Your Alternative Properties
Now let’s dive a little deeper into each of these assets.
You want to make sure to build out a separate landing page for each city/suburb that you intend to target and include your target keywords as well.
Making it this far is easy. The next step is the same process that you would use to rank any other webpage. You will need to perform keyword research, on-page optimzation, and then execute an awesome and strategic natural link building campaign to start building authority.
Your “Google My Business” Page
Today it is called “Google My Business”, but this product has had many different names. This is the page that will show up in the Google 7-pack. You can create this page, or claim your page if it is already in Google. To claim ownership of your listing you usually need to confirm your details via mail or phone call.
(Definition: NAP Citations = Name, Address, Phone Number Citations)
Rankings of these pages are determined from social signals and NAP citations. This means your ranking is determined by the quality and quantity of your NAP citation profile. Citations are basically anywhere on the internet where Google can find your company name, address, and phone number in one place. You can get citations by submitting your website to sites like Yelp, YP, Facebook, Twitter, YouTube, etc. I cannot emphasize the importance of getting quality NAP citations for your business.
Your Alternative Properties
This category includes every other page that is not your website, or “Google My Business” page. These are very important as you begin to build out a natural and diverse backlink profile to your website. Most people often underestimate the power of these secondary properties, but I cannot emphasize the often unfair advantage these sites might give you if built out correctly.
These “alternative” properties include: Yelp, Yellow Pages, Facebook Pages, YouTube channel, LinkedIn page, etc. The best part about these sites is that they have tons of “link juice”, and when you link to your website from them they pass that juice to your site.
So what does this kind of setup look like when complete?