LOCAL SEARCH OPTIMIZATION
As much as we like to think local SEO is rocket science, it really isn't. You really need to focus your attention on the things that are going to move
Start with a solid website foundation
Our #1 recommendation that affects all aspects of SEO and conversions is to start with a solid website. Ignoring this usually creates bigger
problems later down the road and can negatively impact your overall rankings. Your website should be SEO-friendly; and, the reality
is most web design agencies say they perform SEO on your new or redesigned site, but in fact they only address 1/20th of the factors
that can make a difference.
Imagine your website development being similar to building a house. You first poor the foundation, then frame, then comes plumbing
and electrical and so on. Your SEO should be an integral part of your home's (or website) construction from the beginning foundation.
Implementing SEO after the site is built is like discovering your contractor didn't include rebar in the foundation, ran your plumbing
wrong, and some of the lights don't work - then trying to fix it. Your labor, time, and costs go through the roof. And,
things like missing rebar can't be resolved without tearing down the entire house, just like some SEO issues can't be overcome without
recoding your entire site.
It is incredibly important to choose a web design and development company or individual that will build you a strong foundation first and
Location & reviews: 1–2 punch of local SEO
Without the NAP, the business can’t be found. Without the sentiment, the business gives little reason to be chosen.
More and more searchers (especially on mobile devices) are looking for local businesses. Local SEO can help your business stand out in
the SERPs and Local Packs, making the difference in a prospective customer choosing you or your competitor.
“If I could drive home one topic in 2018-2019 for local business owners, it would surround everything relating to NAP and reviews.”
- Brett Salisbury, Xposure CMD
Business Name, Address & Phone Number (NAP)
NAP stands for Name, Address, Phone Number. NAP is critical for businesses wishing to rank well in the local organic search results, because
search engines like Google take the data into account when determining which companies to show for geo-targeted searches. Even the
smallest differences, such as 'Inc.' vs 'Inc' can affect your ranking.
You must diversify your local optimization efforts beyond Google. You have to make sure you’re NAP is consistent on Yelp, Foursquare, BBB,
TripAdvisor, Avvo, Angie's List, Citysearch, Facebook, Mapquest, SuperPages, Waze, YellowPages, Yahoo, White Pages etc.; and, that
your profiles are claimed, optimized, and enhanced with as much information as possible.
Ratings: At-a-glance consumer impressions and impactful rankings factor
We've now reached the point from which we can comfortably speculate that high ratings will tend to start correlating more frequently with
high local rankings, so it’s imperative for local businesses to view low ratings as the serious impediments to growth. Reviews are
obviously a driving factor of ranking in Google My Business pack results. The prominence of reviews isn’t particularly shocking, as
it’s a way for Google to crowdsource ranking factors, it’s hard to spam, and the most problematic type of abuse is illegal.
Here just some of the key areas every business must place focus...
- • A strong review generation strategy
- • Fill out your Google My Business page properly
- • Don’t get too many reviews at once on any given platform but do get enough reviews on an ongoing basis to avoid looking like you’ve
gone out of business
- • Respond to reviews: provide your contributions to the consumer story
- • Timely and constructive responses to negative feedback
TIP - Check out our blog post on Google My Business. Your Google profile is another essential
tool in a successful Local SEO strategy.
Spread your wings, open your mind, and diversify with strategies that are going to get your business in front of more customers. Contact
Xposure CMD for a free consultation on your Local Search strategy.