7 Elements Of A Great Local SEO Campaign
With Google changing their ranking factors more than 500 times per year, it is difficult to understand what to work on. SEO is every changing but are there elements that will always ensure a website ranks well in Google?
The bad news is that SEO is always changing, so ranking factors and your focuses will have to make a dramatic shift over time. A good example of this was when Google released:
Although there are frequent SEO updates, there is some good news. White Hat SEO’s focus on strategies that will work well over time no matter the algorithm changes.
If you’re tired of hearing the same ranking strategies over and over again, then pay attention to this blog post. Here are the 7 elements for a high performing local SEO campaign:
1. Proper Local SEO Keyword Research
It has become very clear that keyword research is the most important part of any SEO campaign. In fact, it is usually the make or break of most SEO campaigns. Your SEO campaign should target 10 -25 keywords that could be popular in your area. Our favorite ways of identifying new keywords for a local business is by using Google suggest.
Google suggest allows you to enter in a keyword into the normal Google search bar, and in turn, receive a bunch of similar keywords. For example, if you’re doing restaurant SEO you would search for “restaurants near me”. For this exmaple, we just typed in “Dentists”, and here is the Google suggested searches:
Using this data, you can quickly and easily analyze the keywords you may want to rank for. Please note that Google is showing these terms because they are frequently typed into Google from other users.
2. Design Your Website So It Is Mobile Friendly
Whether you’re going through a new website design process, we always recommend finding a mobile-friendly website. Ever since Google’s Mobilegeddon, they have made it very clear that under optimized mobile sites will not rank in mobile.
As a result, plenty of marketers have taken the necessary steps to redesign their websites. You also want to make sure your website is:
- Mobile friendly
- & has a fast loading speed.
Google has a very useful tool that tells you if your site is mobile friendly. You can test your website by following this link here: https://search.google.com/test/mobile-friendly.
You may additionally want to know your page speed, Google also likes ranking websites that have a fast load time. You can access the page speed tools here: https://developers.google.com/speed/
As for the website redesign process for your website, you can always start by contacting us to discuss your website redesign process. Or, you can find a website designer in your area by conducting a normal Google search.
If you plan on doing the website yourself, try using WordPress’s managed system. WordPress uses SEO friendly tools such as Yoast SEO to check on your SEO score:
From here you can easily and quickly gauge how Google is reading your page. Make sure that all of Yoast SEO’s lights are turned green. If they are red, go back and ensure you do the proper measures to change the lighting.
3. Use Custom Images On Your Website
Before we added a custom image to our homepage of the website, no one would contact us. Now that we have added a custom image with a contact form our conversions have gone:
From -> 0%
To -> 5-8%
Making our website an asset rather than just a brochure. You can do this by ensuring everything on your site is custom rather than just stock image. Most SEO campaigns focus on traffic but should rather be focusing on conversions.
If you need good design and photography, contact a local photographer and ensure they can make it to your office for a photo shoot. Graphic designers generally know how to size images properly for your website.
4. List Your Business On Niche Relevant Directories
When performing local SEO, you want to ensure that you’re get listed for your business where it matters. Although there are millions of business directories out there, you should only get listed on those that have niche relevance.
For example, if you’re a painter, you may want to get listed within a home advisor/angies list directories. But how exactly can you find these directories so you can be placed on them without having to search for hours online?
You can start with a tool like Brightlocal. Brightlocal allows you to enter the business vertical you’re in, and quickly see search results of available directories to place your business in.
Once you’ve selected your directories, add your business to them and add relevant images, descriptions, and maximize the information for your business so you can get local rankings.
5. Improve Your Mobile Page Speed
64% of the internet’s traffic is on a mobile device. Because of this, you need to optimize your website for mobile. Since Google’s mobile algorithm update you need to ensure your site is optimized for mobile.
The good news is, most newer WordPress themes are already optimized for mobile. The bad news is most websites created before the update were not optimized for mobile.
One quick way to check if your website appears properly on a mobile device is to use Google’s mobile page speed tool. You can access the tool by clicking here: Mobile-Friendly Test.
6. Use Social Media Marketing To Improve Social Signals
Although social media is not a direct ranking factor for local SEO, it is still incredibly important. Google see’s activity on social media as a ranking boost.
But prior to the contrary belief of manipulating social signals, Google now likes to see authentic social media presence. For local SEO we recommend to your company is listed on the following social media sites:
- Google +
Google monitors these social platforms as they are the most popular online. Create these accounts, and then actively post on these accounts to give you the freshness that your brand deserves.
7. Write Localized Blog Posts For Your Town/City
Let’s say for example you’re in Southington, CT and you want to rank in that town. Instead of creating random content regarding your industry and niche, try creating content that is specific regarding that town or city.
By doing this, Google notices that you’re referencing local and you will appear in the local search results. This is even more powerful if you link back to your targeted ranking page with the targeted anchor text.
Please see the image below as an example of how you should link back to your targeted ranking page:
In the image above, we’re targeting the term “Southington CT SEO”. This is made obvious when we link back to our target page with the phrase we want to rank for.
When optimizing your SEO campaign for local SEO, ensure you’re contacting professional’s. Ensure you’re checking the agencies references when going about your SEO. It is always recommended to do your own SEO as you will be the ultimate determination if the website is successful, or if it fails.
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