Local SEO is probably one of the toughest
on-line marketing strategies to implement. This is partly because of Google’s
strict local algorithm, which takes into account several factors. Long gone are
the days where you could build a large amount of links and expect your local
business to rank on the first page. Link building is one of multiple factors
that Google takes into consideration when placing you on the coveted first page
of a local search result (7 Pack). The purpose of this article is to provide readers
with quick action steps on how to place your local business at the top of the
local SERPS (search engine results page).
Step 1
Check and see if your target keywords trigger
the local algorithm (see image below). Generally speaking, key
phrase combinations like city + keyword triggers a local search result (7
pack). There are still many services which do not trigger the 7 pack. If your
local business is such a service, then this would make ranking a lot easier as
it would rely more on the traditional SEO strategy of relevant link building
versus a more
localized SEO strategy (directories and citations).
Step 2
One of the critical steps in local search is
determining where your business is geographically located. And it goes without
saying, it’s always easier to rank in your local city. This is because the
local Google algorithm will always give preference to businesses located within
a geographical boundary (city). On-line marketers call this the “centroid”
bias. This basically translates into Google giving preference to businesses
located closest to the downtown area of a city. So if you are trying to rank
for “Dallas hair salons” then those salons located closest to the downtown area
will be given preference, all other things being equal. So if your business is
located outside a metropolitan area, then ranking for that city may be a
daunting task (even impossible for competitive niches).
Step 3
Next, determine how competitive your niche
is. Take the first business that is ranking #1 in the 7 pack. Now copy the
name, address and phone of this result and place quotation marks around it. For
example, “XYZ business 1225 Saint Regis Drive Houston, Texas 972-781-5656.” See
image below for any example. Make sure you copy the NAP exactly as it’s
displayed in the 7 pack. Now put this in a Google search with quotation marks
and see how many results show up. This will give you an approximate idea as to
how many directories and citations you will need to outrank the top listing in
the 7 pack. Repeat this process for the lowest ranked business in the 7-pack.
Write down the number of results that Google shows. Now repeat the same process
for your own business NAP. Your results would have to beat the lowest ranked
business in the 7-pack to be included. Obviously, the quality of your backlink
profile, customer reviews and various additional factors will come into play.
This method is simply to gauge how much effort will be required to be included
in the 7-pack.
Step 4
Now that you are armed with all the necessary
information, its time to get to work. First step is to get listed in relevant
local directories. This not only means Google
Places and Yelp, but also directories local to your city and specific
niche. So if you’re a plumber, getting listed in the local plumbers association
for your city would be a great start. The goal is to get listed in as many
local directories as possible. The local Chamber of Commerce is also a great
place to get listed. Even if you cannot place links, just getting a plain
listing is good enough. The 2 important factors here are relevancy and of
course, being local to your target city. Make sure these two factors are
covered when doing directory inclusions as well.
Step 5
Last, but certainly not least, make sure you
accurately implement NAP (name, address and phone number) of your business in
all the local directories. And more importantly, make sure that all the
citations have your NAP listed in exactly the same way across all the
directories (including your own website). Any inaccuracies will result in a
loss of valuable SEO juice. The Google algorithm may be complex, but it’s still
just an algorithm. A slight variation in the NAP may signal to Google that its
different business. Ensure that all your NAP’s are identical for effective
optimization. This is a critical part of local SEO, which a lot of businesses
seem to overlook.
And there you have it. An effective local SEO
strategy in 5 easy steps. Just following this simple action plan should put you
on the road to higher local rankings and traffic in a short period of time.
