Local SEO should be considered an integral component of any online marketing strategy, particularly those serving a particular geographical region, such as plastic surgeons, dentists and chiropractors.
Establishing regular reviews is one of the best local SEO strategies, as this has been shown to increase local search rankings and manage business reputation.
Keyword research
Keyword research is one of the cornerstones of local SEO, and there are various tools available to you that can assist with it. They allow you to quickly locate keywords relevant to your business while monitoring campaign effectiveness.
Google’s Keyword Planner is one of the premier tools for discovering local search terms, providing keyword suggestions with high purchase intent and low competition. Moz’s Keyword Explorer offers additional analysis and insight into your keywords.
To maximize your keyword research efforts, focus on words specific to your business that include location. This will make them more targeted toward prospective customers and you should prioritize those that produce map pack results as this indicates local intent.
Local SEO audit
An SEO audit is an integral component of any successful local marketing strategy, identifying opportunities and challenges in the local search landscape and helping businesses to maximize the return from their resources. Furthermore, an audit can identify issues which could impede rankings on search engines like Google.
Rejoice notes that Google is constantly altering its algorithm, and an SEO audit can help businesses stay abreast of these changes. Such an audit includes keeping tabs on citations and mentions – any references to your business without direct links back to it – such as media coverage of it.
This audit also involves reviewing your Google Business Profile (formerly Google My Business). It checks to ensure your NAP data is consistent across online directories and citation sites, and analyses reviews to make sure they’re genuine.
On-page optimization
Utilizing on-page optimization techniques enhances local SEO, increasing your chances of ranking highly on Google Search results pages and expanding customer reach and business growth online.
On-page optimization refers to the process of optimizing website content and HTML code to improve its search engine results pages (SERPs). It includes elements such as title tags, meta descriptions, and internal linking strategies.
Use tools like Semrush to keep an eye on your competitors’ on-page optimization and Map Pack rankings, while uncovering new keyword opportunities by studying their citations and reviews. Prioritize critical issues first – these have the most direct effect on page quality and rankings.
Off-page optimization
Off-page SEO refers to activities outside of your website that aim to raise its ranking with search engines, such as backlinking or brand mentions, in order to boost its performance in searches. Off-page SEO also encompasses creating high-quality content which will reach and influence its target audience.
Title tags are an essential element of off-page SEO. They appear as clickable results titles on SERPs and should be unique, descriptive of your page’s content and optimized with keywords (ideally under 60 characters long).
Enhance your off-page SEO by participating in local listings and directories such as Google My Business, Yelp and Yellow Pages. It is vital that your business information stays up-to-date on these platforms regularly – encourage customers to leave reviews as this will strengthen your off-page SEO.
Link building
Link building is a critical element of local SEO. To effectively build links from relevant sources such as law-related websites in their area, consumer directories or social media, link building is of utmost importance for local firms.
Additionally, they should collect reviews both on their own sites as well as Yelp, Thumbtack, Foursquare or Angie’s List to increase local search results and snack pack listings on Google.
Local link building involves securing backlinks from local business websites and news publications that serve your area, while universities often host alumni business pages that offer an excellent way of getting local links.