What an Effective Local SEO Strategy Looks Like

     

Published: January 18, 2021 Author: Jason Holicky - Hometown Design Studio Inc.
What an Effective Local SEO Strategy Looks Like

A local SEO strategy is one that will optimize your website and other digital assets to increase traffic, get more leads, and boost brand awareness from local search. When potential customers want to find goods and services near them, it’s critical to show up where and when they are looking.

Local SEO Should Be Part Of Your Marketing Strategy

Why should Local SEO be part of your marketing strategy?

One of the most important reasons to include local SEO as part of your overall marketing strategy is because almost half of all Google searches have “local intent.” That means that the person performing the search expects to find results that are local to them.

What’s more, when people search from their mobile devices, 76 percent of them will visit a store that day. If you’re not doing everything you can to show up when these customers are looking for you, you could be missing out while your competitors enjoy the advantage.

What are the top SEO tips for local SEO?

Proximity, or how close the searcher is physically located to the business, has become one of the most important factors in local search results. It’s critical to have accurate location information on your website and other digital assets to make sure you’re matched up with people who are searching near you.

Links are another significant factor in boosting your local SEO results as Google still relies on links to demonstrate a company’s authority and prominence. Obtaining local backlinks can often be more manageable than securing links from big names because you’re likely to have existing relationships with other companies. Some places to start looking include your distributors, suppliers, wholesalers, contractors, and neighboring businesses. Plus, your local Chamber of Commerce will likely be one of the easiest links to get.

There are several other factors that affect your ranking; let’s take a look.

Google My Business

It’s probably no surprise that Google turns to one of its own assets for up-to-date information. They will also share your Google My Business page as part of the search results in some cases. Optimizing your GMB page starts by claiming your listing, updating all the information, verifying your page, and posting local content. It’s also important to encourage customers to share reviews and to respond to every review. If you can, it’s also helpful to work your business’s name and location into your responses whenever possible.

Local Directories (aka Local Citations)

Many companies turn to local business directories to provide a great deal of the information they provide. Some of these companies include Google Maps, Apple Maps, Yelp, and Trip Advisor. It’s easy to see why it’s critical to stay on top of your listings--also called local citations. What’s important here is that all your citations are complete and consistent across each of the main sites as even small discrepancies can cause big problems.

On-Page Local SEO Keywords

Your website provides a lot of real-estate to include important keywords that search engines like Google will use to determine where you are and what area you service. Start with having your complete address and phone number on your pages. Then, incorporate words that describe the region or area in a way that searchers will refer to them.

For example, in the Chicago area, using words like “South Side,” “Gold Coast,” or “Chicagoland” on a page or blog post will be helpful. Or, if your suburban area has local descriptors, (i.e., “we are in the Lincoln-way area”) using them will give the right signals.

Drive Traffic And Generate More Leads With A Local SEO Strategy

Reviews

Online reviews do so much work for your overall SEO and lead-generation strategies, and local SEO is included. Not only will customers be more likely to visit a well-reviewed establishment, but Google will also be more likely to recommend a popular location.

Ideally, you will have lots of recent, positive reviews, so it’s critical to encourage your customers whenever possible. For example, sending an email with links to your review pages following a purchase is an easy start. Also, try posting signage in your physical stores, or passing out cards with QR codes that point to your review pages are just a few ideas.

Social Media

Social media is a great way to connect with customers and prospects in a meaningful, authentic way. Your social feeds are also becoming an increasingly important ranking factor for Google. To get social media right for your local SEO strategy, an active presence is critical. Aim to post at least three unique, original posts every week for small businesses. Larger companies or those with more than 10,000 followers should aim to post at least once per day.

Why a Local SEO Agency is Better Than DIY

For very small businesses with little need for growth, or anyone who is tech-savvy and ready for the challenge, local SEO is possible to handle yourself. On the other hand, the list of places to keep up-to-date is already long and constantly growing. Plus, there are a number of details that can be nearly impossible to correct if you get them wrong.

Local SEO is also a time-consuming, ongoing project that most busy business owners don’t have time for. In fact, one expert found that successful local SEO work averages between 12 and 104 hours per week on keyword research, updating profiles, and other tasks. You need leads and customers, not another project. When you’re ready to get more traffic to your website, more visibility on maps, and more leads, our local SEO strategies have been proven to get results for our clients.


About the Author

Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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