Important Elements of Local SEO:
We know why you are here. So let’s not waste any time. Let’s get right to it.
The first thing you will need is a good understanding of what keywords you want to target. This includes their variations (LSI Keywords) as well. For example, if you are targeting Spokane SEO, you may also want to mention SEO Spokane as well. Typically one variation will see more hits than the other, but you should use both. For more on keywords….
Once you know what keywords you are using you can start to work on the other areas of your local SEO.
These are your local citations. Local citations are other online sources where your business is mentioned. Yelp, and Google My Business, for example. In all your citations you will have your Name, Address, Phone number and Website. All of your NAPW need to be the same. If you use a suite, make sure it is listed in the same manner on each of your citations; don’t use “suite” on one and “ste” on another. The same goes with street. Don’t mix “St.” and “Street” on your citations.
After the graph comes up you will see citations you can add and citations you will need to fix or edit. What you are looking for is incomplete, duplicates and inconsistent citations. When you click on the citation you will what kinds of things need work. You may simply need more photos or to add a category or two.
2: Next you will want to start to generate some reviews.
Reviews can really propel your business.
Did you hear about the guy in London that got his non-existent back yard restaurant to be the number one restaurant in London on tripadvisor? One of his main tools were his reviews.
Caution: Yelp tends to be a little crazy about reviews on their site. They will flag a review if it even comes close to looking illegitimate. It smells funny they will toss it and possibly a bunch of other reviews in the process.
3: Now check your on-page SEO to make sure it is up to date.
Some of the things you will need to take a look at include the following.
- Your sitemap file tells search engines how to index your site. Google doesn’t need one perse, but it is a huge help to have it.
- Use your robots.txt file to limit what is scanned by Google. Pages with little or no content for instance. Block pages that you know won’t help your SEO any. Your login for example.
- Navigation / breadcrumbs
- Your links and navigation should flow smoothly. Overly complicated navigation may cause visitors to leave out of frustration.
- Titles (h1 through h3 mainly) should contain your keywords. Words like, fast, today, and easy are good actionable words to get more attention. They should be between 50 and 60 characters. Using brackets for special words gathers even more attention and clicks. We wrote an article on improving your titles here.
- Meta Descriptions
- When people search for things on Google they see the title and description in their search results. Use your keywords or LSI versions of your keywords in the description. Make the description appealing. Encourage clicks.
- You need to link to your internal pages. You also need to link to trusted outside sources.
- Content Length.
- This is always an area of debate, but the research shows that a page over 1000 words does much better than one of 500. Brain Dean of Blinko says the number is close to exactly 1,890 words. https://backlinko.com/search-engine-ranking
- Image SEO.
- An important piece to your on-page SEO. 1/3 of the searches are for images, so make sure you are doing what you can to be found. People are looking to see what your products look like, or the quality of your service. For a more indepth look at image SEO see this post.
If you find your reach still a tad lower than you would like you could either take another look at your keywords and make sure you are hitting the correct audience, or add some different types of content to your page. For some business, (more than you might think), video has been very helpful. People are looking for quick videos on how to do things for example. You may want to put one together for your business.
Your site speed may also be something you need to look in to. A faster loading site will keep visitors on your site longer. Using sites like GTMetrix to evaluate your speed can be very useful. https://gtmetrix.com/ Google’s site speed is also a nice tool. https://developers.google.com/speed/
Your click through rate is an important ranking factor for Google. If people aren’t clicking your link in the search results it might be due to your description and title tags. It could also be because you aren’t using Schema effectively. Microdata can be used to highlight certain aspects of a listing, like price, rating and author.
If you have Schema and think it is not working properly, you can test it with Google’s tester: https://search.google.com/structured-data/testing-tool/u/0/