Did you know organic search accounts for 53% of website traffic? SEO is still vital for businesses of any size who want to get this coveted traffic. But for small companies it can feel like an uphill battle when going up against the big guys.

Large enterprises have huge budgets and can allocate a ton of resources to SEO, which leaves smaller companies wondering if they can have a seat at the table in the search results.

I’ll let you in on a little secret — a Fortune 500 budget isn’t required to apply SEO strategies that really work! Many of the tactics successful enterprises use can be scaled down and simplified to fit the specific needs of small businesses.

In this article, I will outline practical approaches for small businesses to implement enterprise-level SEO strategies that deliver results.

Data-Driven Decision Making

Enterprise Approach

Enterprise companies thrive on data to drive SEO decisions. However, they often have big budgets to invest in advanced analytics tools, and people dedicated to configuring the tools and data analysis.

Small Business Adaptation

Small businesses might not have large budgets, but they can still collect and analyze data to make informed choices on how to proceed with their SEO strategy. Many affordable or free tools are available like Google Analytics, Google Search Console and entry-level plans for other SEO tools.

We offer some free SEO tools to get you started. Our SEOToolSet® offers an affordable subscription model, too.

Here’s how small businesses can use these tools effectively:

1. Keyword performance: Use tools like Google Search Console to track which keywords are driving traffic to your site and refine your content strategy accordingly. Check out its performance report for more.
2. User behavior: Leverage Google Analytics to monitor metrics like engagement rates, bounce rates and a plethora of other user metrics, so you can identify areas for improvement on your website. Check out our beginner’s guide to GA4 for more.
3. ROI tracking: Monitor conversions to assess which activities are contributing to achieving your business goals.

Focusing on key indicators helps small companies better align SEO efforts with wider marketing objectives.

Strategic Keyword Targeting

Enterprise Approach

Large enterprises have the resources to target both high-volume competitive keywords and long-tail variations, creating a broad keyword strategy to capture diverse traffic.

High-volume keywords help them dominate highly competitive spaces, while long-tail keywords allow them to cater to specific audience needs and intent.

Small Business Adaptation

Targeting long-tail keywords is a smart strategy for small companies with limited resources because it’s so cost-effective.

Competition for long-tail keywords is lower, giving small websites more chances to rank. Additionally, they align closely with user intent. Plus, Google’s AI Overviews is primed for long-tail searches.

Here’s how small businesses can implement strategic keyword targeting:

• Start with audience research: Understand what your customers are searching for and what problems they’re trying to solve. Check these three steps to define your target audience for your SEO program.
• Use affordable keyword tools: Platforms like Ubersuggest, AnswerThePublic or free versions of popular SEO tools are a good place to start. You can learn more about our SEO tools or our free keyword tool here.
• Analyze competitor keywords: Study your competitors’ keywords and look for gaps where you can insert yourself with less effort. SEO tools can help here.
• Optimize for voice search: Long-tail keywords naturally align with conversational phrases used in voice searches (e.g., “What’s the best bakery near me?”). Check out how to do SEO for voice search.

Strategic keyword targeting allows small businesses to compete effectively in the search results and drive meaningful traffic to their websites without the need for massive budgets.

Content Silos for Authority Building

Enterprise Approach

Large enterprises can deploy SEO siloing at scale, where they organize their website into structured categories, or “silos,” each focusing on a specific topic in detail.

This method involves creating a central pillar (landing) page with a supporting section of content with comprehensive information on a subject.

However, it can require a lot of content, and some small businesses don’t have the bandwidth.

Small Business Adaptation

Small businesses can adopt a smaller-sized SEO silo initiative by focusing on only the most important keywords/topics to start (instead of building out many silos to match each business offering).

The benefits of content siloing are vast, including:

• Improved SEO: Separating content into silos helps search engines understand its relevance to search queries, potentially leading to higher rankings.
• Better User Experience: A well-structured site helps visitors find related information quickly. A good user experience increases engagement and reduces bounce rates.
• Authority building: Thoroughly covering a topic and related subtopics turns your site into a go-to resource that builds trust and credibility in your industry.

Here’s how to get started:

• Identify the core topic: Determine the main keyword and topics that align with an important business offering and audience interest.
• Create the silo: Develop at least six webpages (a landing page and five subpages) that cover this core topic in depth.
• Use tools: If you’re short on time or writing skills but still committed to quality, you can safely use an AI content generation tool with the right process in place for quality assurance. See my articles on this, such as Top Benefits and Drawbacks of Using AI Content Creators and 3 Ways to Add a Human Touch to AI-Generated Content (my article at Search Engine Land).
• Regularly update content: Keep your silo current with the latest information to maintain relevance and authority.
• Monitor performance: Use analytics tools to track the performance of your content silos and adjust your strategy as needed.

SEO silos can be a game changer for some sites. Start small and see how becoming an authority on a topic can help drive targeted traffic.

Learn all about SEO siloing:

• SEO Siloing: What, Why, How
• 5 Times When SEO Siloing Can Make or Break Your Search Engine Rankings

Maintaining Technical SEO

Enterprise Approach

Large companies keep their website competitive by investing heavily into technical SEO strategies. Technical SEO makes websites run seamlessly for both visitors and search engines alike.

However, technical SEO may seem like another world to smaller businesses who don’t understand its purpose or where to begin.

Small Business Adaptation

While small businesses may lack the budget for enterprise-grade technical SEO, they can still achieve significant improvements.

Some of the benefits of incorporating technical SEO include:

1. Higher Rankings: Search engines find it much simpler to index your site when technical SEO issues have been properly addressed, leading to higher ranking and more visibility.
2. Enhanced user experience: Offering users a swift, mobile-friendly and secure website keeps users engaged while increasing metrics like time on page and conversion rates.
3. Cost-effectiveness: Technical SEO improvements such as optimizing images to speed up website load times or installing HTTPS can reap substantial rewards with only minor investment.

Understanding technical SEO and its core fundamentals will drive long-term success.

Here’s what small businesses can do to adapt:

1. Conduct a basic SEO audit: Make use of free or affordable tools such as Screaming Frog or Google Search Console to detect common technical issues like broken links, duplicate content and missing meta tags. You can also use our Check Server Page tool from the SEOToolSet® for free at any time. Check out What Is an SEO Audit? And learn more about the different types of SEO audits.
2. Optimize for page speed: Tools such as Google PageSpeed Insights and GTmetrix can help you pinpoint any speed issues on your site and offer actionable suggestions on how to fix them. See How Fast Should My Webpage Be? to learn more.
3. Ensure performance: Tools like Google’s Lighthouse help resolve performance issues.
4. Implement HTTPS: Most sites today implement HTTPS, but if your site is not yet a secure (HTTPS) website, know that it’s a baseline expectation for both users and search engines. Services like Let’s Encrypt offer free SSL certificates to secure your site. Check out HTTPS for Users and Rankings for more on this.

A word of advice — technical SEO is not easy. Have an SEO professional and/or web developer implement the changes to avoid problems down the road.

However, focusing on foundational technical SEO tasks can lead to big gains in traffic, user satisfaction and search rankings.

Learn more about technical SEO:

• Technical SEO vs. On-Page SEO: The Differences
• 5 Technical SEO Best Practices You Can’t Ignore
• 5 Unusual Technical SEO Best Practices

Content Repurposing for ROI

Enterprise Approach

Enterprises get more out of their content by repurposing and republishing it in different formats. This extends the life of a single piece of content and reaches more people across different platforms.

However, enterprise businesses usually have content teams — or at least a dedicated content creator and digital marketer to facilitate this. The good news? Small businesses can replicate this strategy without a massive content team or a huge budget.

Small Business Adaptation

With a little bit of creativity and the right tools, you can transform your existing content into multiple formats to extract even more value. No enterprise-level resources needed!

Here’s what to do to get started:

• Find high-performing content. Go through website data, analytics or social media metrics to find pieces of writing or video that resonate the most with your target audience.
• Repurpose strategically. Make a list of all your well-performing blog posts, then turn them into a series of social media posts, video tutorials, an email newsletter or maybe an infographic.
• Tools like Lumen5 can help you turn text into videos in minutes. For graphic design help, try using Canva.

Repurposing content improves the chances of connecting with new potential customers.

Scalability and Automation

Enterprise Approach

Large businesses rely on scaling and automation technologies to run efficiently.

Small businesses might lack the funds necessary for investing in enterprise-scale systems; nevertheless, they can implement automation solutions on a limited budget.

Small Business Adaptation

Small businesses can work smarter with the help of affordable tools and simplified workflows, not harder.

To get started:

• Social media scheduling: Tools such as Buffer or Hootsuite help you plan and schedule posts across various social platforms with precision. You can save hours without having to post manually.
• Workflow integration: You can automate repetitive tasks with Zapier to create streamlined workflows. Zapier connects different apps like Gmail, Slack and Google Sheets. For instance, you can automatically add email inquiries to a spreadsheet or send reminder notifications to your team members.
• Keyword tracking: Affordable tools or free options can help track keyword performance and SEO progress.
• Schema markup: Use tools like Dentsu’s Schema Markup Generator to create structured data for your website without requiring advanced coding skills. Be sure to follow up by testing the implementation. For more, check out 6 Useful Tools for Getting Structured Data Right.
• Reporting: Set up automated Google Analytics or Search Console reports to stay updated on website performance without manual data pulling.

Automation can help small businesses scale their efforts and free up time for other things.

With a little upfront effort, automation can become your secret weapon to achieving enterprise-like results on a smaller budget.

Final Thoughts

SEO doesn’t have to be intimidating or reserved for enterprise-level companies with vast resources.

Start small and prioritize, leverage free or affordable tools and think long-term. SEO is a marathon, not a sprint. Those incremental improvements will add up over time.

Don’t have the resources to build a successful SEO program yourself? Let our SEO experts do the work for you.

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• Expert SEO insights from the “Father of SEO.”
• Proven SEO strategies to optimize website performance.
• SEO advice to earn more website traffic, higher search ranking and increased revenue.

FAQ: How can I utilize small business SEO strategies to help build authority and user engagement?

Small business SEO is a different approach than enterprise SEO. It entails customizing SEO techniques and tailoring them to meet the unique requirements of smaller companies. Larger enterprises tend to specialize in more general markets or niche groups; smaller enterprises often specialize in local markets or niche groups which call for long-tail keywords targeted towards local searches that draw in visitors.

Content provides small businesses with the perfect opportunity to showcase their expertise and establish themselves as thought leaders within their industry. By regularly publishing high-quality blog posts, articles or videos with quality content they are building brand trust while engaging their target audiences through an authentic experience with brand and creating lasting loyalty in customers.

Engaging your users is at the core of digital marketing. Involve them with interactive elements such as polls, quizzes and comment sections. Webpages that load fast and have a user-friendly navigation make it more likely for users to come back, share what they like and recommend your brand.

Local SEO should be prioritized by small companies looking to establish themselves in their community and connect with customers. Optimizing Google Business Profiles with accurate information will not only boost SEO rankings but also build customer acquisition while positioning you as an authority figure in the local area.

Social media platforms allow your brand to connect directly with its target market. Frequent posting, replying to comments, joining conversations and joining groups all build your visibility and increase credibility for the business.

Tracking success and adapting strategies accordingly are two integral parts of business management. Google Analytics makes this easy by showing what works and doesn’t on your site. With metrics such as traffic levels and engagement rates to view, this tool gives insights into whether SEO strategies align with business goals.

Step-by-Step Procedure:

1. Establish Your Target Audience: Learn who your customers are and their online search behaviors to create an audience for your products or services.
2. Conduct Keyword Research: With tools in hand, conduct extensive keyword research that aligns with your business goals and find keywords which meet them.
3. Optimize Your Website: For optimal website performance, ensure it is user-friendly, mobile responsive and speedy for maximum impact.
4. Produce Content of Superior Quality: When crafting content that provides added value and meets audience requirements, strive for superior quality content production.
5. Implement Local SEO Techniques: Take measures to enhance both Google Business Profile and local listings’ optimization for local searches.
6. Engage on Social Media: Stay engaged with your target audience through platforms such as Twitter. Engage them directly for maximum effectiveness.
7. Analyze Performance: Analytics provide an effective means of keeping up with progress and recognizing areas for development.
8. Keep Up With SEO Trends: Stay aware of emerging SEO technologies and adapt strategies accordingly.
9. Create Backlinks: Secure high-quality backlinks from reliable sources.
10. User Experience: Improve user navigation, loading speeds and overall website usability.
11. Implement Technical SEO: Technical SEO improves user experience and makes it search engine-friendly. Focus on implementing technical SEO measures.
12. Optimize for Mobile: Optimize your website so it works equally across mobile devices for the optimal experience on every screen size and browser type.
13. Engage Your Community: Participate in community events to foster relationships and make lasting bonds within your local area.
14. Use Email Marketing: Email marketing allows you to directly provide offers or content directly to your audience.
15. Conduct Competitor Analysis: Gain an in-depth knowledge of what makes each competitor tick by closely inspecting them to understand what drives their operations and any areas for weakness they might possess.
16. Solicit User Reviews: In order to increase credibility, gather user testimonials as proof.
17. Enhancing Your Strategies: As part of ongoing SEO optimization efforts, strive to continuously make improvements based on data.
18. Consistency: Ensure all your business information is accurate and consistent across different platforms.
19. Increase Engagement: Visual content such as images, videos and infographics can increase engagement with your users. Find ways to incorporate these frequently throughout your content.
20. Voice Search: With more and more consumers using voice-activated search, make sure your content can be reached using this method of research.
21. Paid Ads: Use paid advertising to expand your reach and visibility.
22. Foster Brand Loyalty: Engage customers through exceptional services and strategies in order to foster brand loyalty for your brand.
23. Stay Patient and Persistent: SEO is an ongoing project which needs constant efforts over time to produce positive results.
24. Celebrate Successes: Make time each week or month to recognize and reward successes achieved within your workplace.

Implementing small business SEO strategies effectively is crucial to increasing authority and user engagement for any small enterprise. Not only will your online presence expand; taking these steps will also create trust with audiences while forging lasting relationships that lead to long-term success.

The post What Small Businesses Can Learn From Enterprise SEO Strategies appeared first on Bruce Clay, Inc..

Optimizing your Google Business Profile (GBP) might be the missing piece in your local SEO strategy.

If you have a business with a local service area, a well-optimized GBP is the key for visibility in the “Local Pack” search results and on Google Maps.

According to a study by BrightLocal, the average business profile is found in over a thousand customer searches each month — 84% of which are discovery searches.

This means that optimizing your GBP could be exactly what you need to reach new customers who are actively searching for products or services like yours.

In this article, I’ll walk through five key tips to optimize your Google Business Profile and boost your local visibility.

The Benefits of Google Business Profile Optimization

Why optimize your Google Business Profile? Here are a few benefits:

1. Better visibility: Detailed business profiles can attract people who are simply looking for a product or service, not a business name.
2. Build trust and engagement: Using high-quality photos, adding specific categories and including positive customer reviews improves your credibility and helps you connect with your customers better.
3. Direct customer interaction: Google Posts, customer reviews and messaging gives you a direct line to your customers, giving you more opportunities to build loyalty, respond to inquiries and promote special offers.

5 High-Impact Tips for Optimizing Your GBP

1. Create and Verify

Do you have your Google Business Profile yet? If you do, have you verified it?

First things first: Sign in to your Google Account (or create one using your business email). Go to create a profile, enter your business name and select it if it appears in suggestions.

Google offers step-by-step instructions on how to complete this piece here.

Next, you want to verify the profile. A verified Google Business Profile can be a big influence on Local Pack ranking, and you can see evidence of this in the 2023 Whitespark Local Search Ranking Factors Report (No. 9).

Basically, Google wants to know you are a legitimate business, and there are some steps you have to go through.

The whole process of getting your GBP verified and up and running in search could take up to a few weeks (or more) if executed efficiently, depending on the type of verification.

You can see Google’s help file here on verification and explore the different ways to verify, including phone/text, email, video recording, live video call or mail.

2. Fill in All the Details

A more complete GBP may influence how well you do in the search results. So, take your time on this step and make it as robust as you can.

For example, Extra Space Storage’s GBP for Thousand Oaks has multiple photos and a video by the owner, products, categories, hundreds of questions and answers, a robust description, recent updates, links to social profiles and more.

Here are all the details available for you to fill in, as outlined in Google’s help file:

• Business name: Enter your exact business name as shown on all branding. If you change it post-verification, re-verify.
• Category: Choose a primary category that represents your business accurately. You can add up to nine additional categories, but more may not necessarily be better. Avoid using categories solely for keywords or attributes.
• Address and pin location: Input the complete address or leave it blank if customers don’t visit your physical location. Address changes require re-verification.
• Service area: Specify the local area you serve based on cities, postal codes, etc., to clarify where you deliver or visit.
• Hours: Set regular hours, plus don’t forget holiday and feature-specific hours.
• Phone number: In addition to the primary business number, you can add up to two more contact numbers (not fax). Use a local number for your primary, and you can add a toll-free number as a secondary if you have it.
• Website: Add your website and ensure Googlebot can crawl your site; some business types may add links for online orders or appointments.
• Social media links: For eligible regions, add one link per social platform, including Facebook, Instagram, LinkedIn and others.
• Attributes: Add attributes like “Wi-Fi” or “outdoor seating.” Some attributes rely on customer feedback.
• Business description: Write a description (up to 750 characters) highlighting offerings, history, mission and unique points about the business or brand. Take the time to craft this section as it contributes to the first impression of your business. Avoid URLs, HTML or promotional offers. Experiment with breaking the text up for easy reading (instead of a large wall of text).
• Opening date: Enter the opening date to inform customers of business longevity; only month and year are required.
• Menu/services: Use the Menu and Services Editor for accurate menu or service listings (limited feature available for certain industries). Make sure to craft your service offerings with care and include relevant keywords naturally.
• Products (retail): Add your products and put thought and time into product details, weaving in relevant keywords where it makes sense. You can automatically add products by linking a POS system with Google’s Local Inventory app. This is a limited feature at the time of writing.
• Hotel features (hotels only): List check-in/check-out times and hotel amenities to keep guests informed.
• Car dealership inventory (dealers only): Display available cars for sale, manage inventory and use preferred data providers if eligible. This is a limited feature at the time of writing.

Pro tip: Make sure to get your NAP+W (name, address, phone number and website) right as part of a greater strategy for NAP+W consistency across the web — inconsistencies across the web confuse Google.

3. Optimize Categories

The right category for your GBP may be the most important ranking factor in the Local Pack.

Most SEOs agree, as showcased in the Whitespark 2023 Local Search Ranking Factors study referenced earlier:

For this, you want to choose the most relevant primary category for your business.

Be specific, such as “hair salon” instead of just “salon.” If your ideal category isn’t available, pick the closest general option from the list.

You should have plenty to choose from though. This list of GBP categories from Propellic shows thousands (almost 4,000).

When you pick your primary category, think about what your business is at its core.

Here, Google gives a guiding principle for picking a category:

“Select categories that complete the statement: “This business IS a” rather than “this business HAS a.” The goal is to describe your business holistically rather than a list of all the services it offers, products it sells, or amenities it features.”

While you can add up to nine more categories, start with an additional two or three — and only if they are relevant.

As Google points out in the help file linked above: “Don’t add a category for every product or service.”

However, it can be helpful to add categories based on special departments or services, as Google says here:

“For example, if you manage a grocery store that includes a pharmacy and deli, choose “Grocery store” as your primary category, then add “Pharmacy” and “Deli” as additional categories.”

Use the attributes feature to refine what you have to offer even more.

Experiment over time to see how different categories may impact your business.

4. Add Images

You want to make sure you do as much as possible to own the first impression of your business. And sometimes photos can be that first impression.

A positive image of your business can drive conversions. BrightLocal research (cited earlier) found that businesses with more than 100 images on their GBP get 520% more calls, 2717% more direction requests and 1,065% more website clicks than the average business.

Both owners of the business and customers can both upload images, but it’s important that you take responsibility for getting some high-quality images up.

Going back to the example shared earlier with Extra Space Self Storage, you can see the difference in photo quality from what the owner uploaded, and what a customer uploaded.

The owner’s photo is on the top, and the customer’s on the bottom:

If you were to only rely on customer photos, you’d be missing out on a big opportunity.

You can include photos such as your logo, a cover photo and additional photos of your business. Don’t forget you can add video, too.

Google has a helpful file on the types of photos you can include and why you’d want to include them, here.

You can learn more about photo and video guidelines and specifications in Google’s help file, here.

Aim to keep your photos fresh and update on a regular basis — try a new photo every week.

5. Communicate and Update

There are different ways to engage with your audience through your GBP, and one great way is to take advantage of Google Posts.

Google Posts serve as mini announcements of what’s going on at your place of business. These posts can help you stand out from the competition and engage further with your audience.

Your audience can get notified of your updates, too.

One study, done informally and posted on Moz, found that these posts are highly engaging but about 40% of businesses do not take advantage of it.

You can post anything from promotions and events to key updates about the business and any relevant news.

This Google help file gives more general information on Google Posts, and Google gives guidelines on the content you create here.

Aim to keep this area of your GBP fresh, posting once a week is a good cadence.

Final Thoughts

There’s much you can do to continuously improve your Google Business Profile optimization.

To start, focus on high-impact tactics like verifying your profile, filling in all the details, selecting precise categories, adding quality images and engaging through regular updates and Google Posts.

Remember, your GBP often serves as a first impression of local businesses for searchers. Keeping your profile accurate, visually appealing and informative not only boosts local search rankings but also builds trust and attracts new customers.

For more local SEO tips, see our big local SEO tips list.

Our SEO experts can help you optimize your Google Business Profile for peak performance and generate more traffic.

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FAQ: How can I improve my Google Business Profile visibility to attract more customers through local SEO?

An optimal Google Business Profile is essential to drawing customers through local SEO. Taking the steps to optimize and expand their online presence online ensures businesses can increase customer reach.

Set up your Google Business Profile by providing accurate details relating to your name and address, phone number, website, categories and categories. Google uses these details to match up local searches with local businesses more accurately. Be sure to add stunning images or posts that draw customers in.

Call upon satisfied customers to leave reviews that demonstrate the depth of your care for customer service while simultaneously building trust as a business. Create an effective review strategy by inviting all reviews – both good and bad – right after sales/service have occurred.

Local citations are of equal importance. Make sure your business information is consistent across various online platforms like directories and social media; this will keep search rankings higher while helping customers quickly locate you.

Include local keywords in your business description and posts to optimize SEO results and drive more local searches. Doing this can make an immediate statement about who your audience is.

Stay engaged with your community by using Google Posts and answering inquiries in the Q&A section. Keep your profile current by regularly adding updates that inform potential customers of special offers or events happening near your location.

Implement these strategies to boost your visibility on Google and attract more traffic and customers. Be mindful to remain consistent as trends and customer preferences may alter over time.

Step-by-Step Procedure

1. Sign into your Google Business account.
2. Verify that all of your business details are complete, current and accurate.
3. Add images to show off your business, products and services. Make sure they are high-resolution.
4. Customize your business description by including relevant local keywords.
5. Take steps to verify your business location using Google’s verification process.
6. Establish clear business hours, including any holidays that may arise.
7. Share updates, special offers and exclusive events on Google Posts.
8. Respond swiftly and appropriately to customer reviews, feedback and inquiries.
9. Encourage customers to submit positive reviews following purchase.
10. Monitor customer profile insights to evaluate customer engagement.
11. Make adjustments to your profile according to feedback and performance data.
12. Use questions and answers to address common customer inquiries.
13. Keep your business information consistent across platforms.
14. Engage with local community events and spread the word through your profile.
15. Make use of local SEO tools to measure performance.
16. Adjust based on local search trends.
17. Join forces with local influencers to increase profile visibility.
18. Use social media to drive visitors to your Google Business Profile.
19. Stay relevant by regularly adding fresh content.
20. Evaluate competitors’ profiles to gain insights and make improvements.
21. Use Google Ads to increase organic traffic.
22. Apply advanced SEO strategies to reach more customers and expand your local SEO visibility.
23. Look for ways to cross promote your brand and work with other local businesses.
24. Always review and assess how your local SEO strategy is doing. Make adjustments as necessary.

The post 5 High-Impact Tips To Optimize Your Google Business Profile appeared first on Bruce Clay, Inc..

The good news: Showing up in Google’s search engine can be extremely beneficial to your local business.

The bad news: Google doesn’t care if you rank high or low. It cares only that there are quality results that answer the query to the total satisfaction of the searcher.

So the pressing question is, how do you rank higher on Google Maps and Google local search results?

This list of local SEO ranking factors and best practices will share strategies to rank both in the Google local pack and the organic listings in the search results – plus some other smart business tips for local merchants.

We have compiled these critical strategies to boost your visibility online and track your progress. While this is not exhaustive nor in priority order, they are important to know, as many of them impact:

• Whether or not you can attract customers.
• If you can create a good experience when people visit your website.
• The quality of your SEO program.
• Your business’s ability to show up in Google’s local pack.
• Your visibility in the organic listings in the search results.

Let’s dive into these tips:

• First, Where Can a Local Business Rank?
• Local Business Marketing Strategies
  1. Branding
  2. Competitive Review
  3. Keyword Research
  4. Content Gap Analysis
  5. Become a Local Expert
• Local Business Website SEO Strategies
  6. Domain Name
  7. Content Management System (CMS)
  8. Website Hosting
  9. Email
  10. Website Performance
  11. Mobile Compatibility
  12. Information Architecture (SEO Siloing)
  13. Location Pages
  14. Local-Focused Content
  15. Content Quality
  16. Content Variety
  17. Local Videos
  18. Outbound Links
  19. Schema
  20. On-Page SEO
  21. Google Map on Website
• Local Business Online Marketing Strategies (Off-Page Factors)
  22. Google Business Profile
  23. Google Business Profile Optimization
  24. Ratings and Reviews
  25. Other Reviews, Citations and Mentions
  26. Social Profiles
  27. Local Link Building
  28. Local Directories
  29. Better Business Bureau (BBB)
  30. NAP+W
  31. Press Releases
• Local Business SEO ROI Tracking
  32. Online and Offline Tracking
  33. Rankings
• Final Thoughts
• FAQ: How can I engage and attract more customers by optimizing my presence on Google Local Search?

First, Where Can a Local Business Rank?

Local businesses can rank primarily in two areas of the search results:

1. The Google local pack / local finder or Maps. Google uses factors like relevance, distance and prominence for ranking local businesses in the local pack.
2. Google organic listings. For the organic listings (like the “blue links”), there is another set of countless signals for ranking.

Here’s an example of a local pack in the Google Search results:

And here’s an example of organic listings for the same search:

Video content YouTube ranks in the Google Search search engine results pages (SERPs) for videos, and optimized images on your site can rank in the SERPs, too.

Now on to the steps local businesses can take to build a solid reputation, attract more customers and improve visibility in the search results.

Local Business Marketing Strategies

1. Branding

Being a respected business in your community will increase your local search visibility. Google pays a lot of attention to a brand’s perceived trust and expertise.

Even if you’re just starting out, aim for happy customers and consistent quality to attract traffic and mentions.

2. Competitive Review

Doing competitor research gives you an understanding of the playing field, and it shows you how you can differentiate your business.

With the right tools, you can understand things like:

• What keywords your competitors are targeting.
• What they are doing well with their SEO.
• How you can do better than them with your SEO program.

For more, see: How to Do Competitor Research for SEO

3. Keyword Research

One of the most important steps to rank locally is to learn what your target audience is searching for on search engines.

Enter keyword research. Keywords are essentially the queries your target audience uses when they search for things related to what you offer.

Keyword research helps you:

• Identify and speak the language of your customers.
• Create useful content for your target audience.
• Drive more qualified traffic to your website and business.

If you are already doing SEO, identify the keywords working for you in terms of hitting key performance indicators and bringing in revenue. Double down on those in terms of effort.

Starting out in SEO? Keyword research helps identify phrases and queries relevant to what your brand offers that people search for online.

For more, see: What Are Keywords? Why Are Keywords Important to SEO? And How Do You Do Keyword Research?

4. Content Gap Analysis

Content gap analysis offers a holistic overview of all of the content your business and brand are creating and how you could potentially improve it.

Here, you’ll take an in-depth look at both content that’s doing well and content that needs work.

Increased efforts will amplify any success already being realized and focus on refining content that requires improvement.

Then, you’ll identify new areas for content creation that you haven’t tackled yet. You can also use competitive research to help here.

5. Become a Local Expert

Make yourself known as a trustworthy business by building local expertise and authority in your space.

For example, you could teach a class or speak at a local event. Brainstorm presentations that bring value to an audience while showcasing your expert knowledge related to your business.

To establish yourself as a local authority, tell local stories and express your opinion about the topics your business and your customers are focused on.

Earlier, I shared a search result that showed a YouTube video from a local real estate agent who gave advice on what it was like to live locally.

This real estate business uses its YouTube channel to provide helpful, local and expert content about its city:

Excellent content can become a strategy for attracting search traffic and also local expert links. See our e-book, The New Link Building Manifesto, for proof.

Local Business Website SEO Strategies

6. Domain Name

Your website’s name should accurately represent your business or brand. It’ll be in every URL, so make it something appropriate and easily remembered.

Including a keyword as part of your domain (e.g., www.FirstStreetDental.com or LAflorist.com) can help you as a local business if it’s tied into your brand name.

Search algorithms are getting better and better at weeding out low-quality results, so make sure your domain doesn’t look like spam by relying solely on the keyword-rich domain name without having a quality website attached to it.

7. Content Management System (CMS)

Above all else, your CMS should be easy to use, and easy to implement SEO.

WordPress is the leader in this space. And although WordPress has struggled in the past in terms of helping websites perform optimally, Google partnered up with the company to help improve this issue.

Plus, WordPress offers countless local plugins to improve performance.

8. Website Hosting

While you may not immediately think of website hosting as an SEO thing, the hosting provider you choose can impact things like:

• How fast your site loads.
• Whether or not you have server downtime.
• Website security.

… and more — all of which are important to Google and should be important to you, too.

9. Email

Use your business’s domain in your email address (@bruceclay.com) rather than @gmail or another generic provider.

It’s a small point, but worth putting on the housekeeping checklist to increase your professionalism and perceived trustworthiness.

10. Website Performance

Page speed is an integral component of Google’s algorithm. It can also directly impact your revenue.

Research reveals that websites which load in one second tend to experience three times greater conversion rates compared to sites which take five seconds or longer to load.

There are many ways to speed up your web pages. For more information, see How Fast Should My Webpage Be?

11. Mobile Compatibility

Mobile has taken center stage, as most searches take place via smartphones, with Google rating websites according to how mobile friendly they are.

It is especially critical for local businesses, whose customers search for them from mobile devices while on the move.

Check your site to make sure it’s mobile-friendly with Lighthouse and optimized for mobile devices — otherwise, your rankings and visitor counts will suffer.

Also, voice search is the next big area of compatibility (think: people doing a quick voice search to find your business from their car while driving).

For more, see The Mobile-Friendly Site.

12. Information Architecture (SEO Siloing)

Silo your web content based on the themes your business is about.

What does that mean? Structure your website’s content by grouping related webpages together in hierarchical categories through your site’s main navigation, your directory and your internal links.

Doing this well will strengthen your site’s relevance, expertise and authority around those topics.

For more, see SEO Siloing: What, Why, How.

13. Location Pages

Have one or more pages on your site dedicated to each location your business is in.

For example, if your brand serves a wide region, you might have a different landing page for each city in that region, like “dog grooming Simi Valley” and “dog grooming Thousand Oaks.”

Then, make sure those pages are organized well on the site.

My advice would be to create a section for “locations” on the site with a main landing page linked to from the top navigation. On that landing page, you’d have links to all the location pages on the site.

Each location page should have a breadth of helpful content, too. Design them to be a good landing page for anyone searching within that area, and make the content unique.

Avoid laundry lists or simply doing a “wild card” replacement for the city name. Search engines can spot that type of duplicate content a mile away.

So, where to start? For location pages, you might include:

• Services / products / features available at that location.
• A map.
• Hours of operation.
• Ratings and reviews.
• Pictures of the location.
• Directions to the location coming from different places nearby.
• A little bit about the community.
• Unique selling propositions.

Here’s one example:

14. Local-Focused Content

Use locally relevant content to rank higher in organic search.

One example is a search for “moving company simi valley, ca” where the second position in the organic search results is a moving company that does not have a location in Simi Valley but does have a content-rich landing page for this location they serve.

Plus, having content that’s locally focused can improve your reputation and reach in your area.

15. Content Quality

Have a good volume of helpful content on the site that exudes experience, expertise and authority. In turn, this will help people trust your business, and search engines like Google trust your site, too.

For more, see The Complete Guide to the Basics of Google’s E-E-A-T.

16. Content Variety

Vary the types of content you create for marketing. Content ideas include images, news, events, blog posts, videos, ads, tools and more. (For more ideas, check this list.)

Having a variety of types of content indexed also gives your site more opportunity to rank since they can appear in the vertical search engines (e.g., Google Images, YouTube, etc.).

Many different types of content can be “localized” to pertain specifically to your community.

17. Local Videos

Build local landing pages for the videos on your site to attract links and mentions, especially if the videos are localized or are specific to a geographical area.

To do this, simply make a local video, upload it to your YouTube channel, then embed it on your local landing page.

For instance, let’s assume you have a storage facility in Simi Valley, CA; you can create a video by filming this location, and then uploading it to your YouTube channel, and finally embedding it to your Simi Valley location landing page on your site.

Here’s an example from a local business, Extra Space Storage, in their Thousand Oaks, Calif., location:

Add text to the pages for more relevancy — for instance, a write-up about the topic. You could even simply use the video transcript and clean it up so that it reads more like an article.

18. Outbound Links

Boost your credibility by linking to local expert resources that would be useful to your site visitors. Choose external web pages that are relevant to your subject matter and region.

Remember that in order to be viewed as a local expert, you should visibly network with other local experts.

For more, see What Are Outbound Links? Why Are They Important?

19. Schema

Schema markup is code you can add to your website in order to assist search engines in understanding various forms of data like recipes, videos, reviews or business details.

Google uses structured data to better comprehend what’s on a page and its purpose.

According to one study, pages with schema markup ranked an average of four positions higher in search results.

There is other research, too, that shows the impact of schema, like this case study highlighted by Google.

You can implement local business schema to help your local business online. Note that local business schema has specific types such as LegalService, Dentist and AutomotiveBusiness.

Make sure to take advantage of these more specific schema types by selecting relevant schema types.

Local businesses, in particular, should call out their name, address, phone and website URL, also known as NAP+W, as well as hours of operation and much more.

As an example, here’s what the schema for NAP+W would look like in the page code:

Over the years, Google has expanded its use of schema, so be sure to take advantage of all the structured data that applies to your content.

Check out Google’s Structured Data Markup Helper for non-techies and then its Structured Data Testing Tools to confirm you’re implementing the schema correctly.

For more, read: What Is Structured Data and Why Is It Important to SEO?

20. On-Page SEO

On-page elements are critical to get right for organic SEO on any web page.

In addition to the standard optimization items (see our Always-Up-to-Date SEO checklist for a list), a locally targeted page should have:

• The name of your city, state or region and other geographical/local references on the page.
• The city/location information in the title tag and meta description.
• Location information in the heading tags on the webpage.
• Appropriate reading level and complexity (compare top-ranking pages to find your sweet spot).

Remember:

• Do not stuff keywords.
• Do not simply find-and-replace city names.

21. Google Map on Website

By adding a Google map to your contact page or footer, you can quickly show searchers and search engines exactly where you’re located.

Using an embedded map rather than a static map image provides extra functionality and reduces friction — a human visitor can just click the map and grab directions.

Here’s an example on our site:

Local Business Online Marketing Strategies (Off-Page Factors)

22. Google Business Profile

Create, verify and optimize a Google Business Profile to increase local pack rankings.

23. Google Business Profile Optimization

To prime your Google Business Profile for search success, follow these tips:

• Make it complete. Take your time when filling in the available information into a Google Business profile. Craft a good description (up to 750 characters) of the business and keywords so long as you can fit them into the content naturally.
• Choose categories wisely. Choose the most relevant primary category for your business. This is the most important factor in helping to rank in the local pack. After that, best practices are to add two to three more categories – but only if they are relevant. It’s OK to experiment to see how different categories might impact your business over time.
• Use images. Include a high-resolution profile cover image, plus as many additional photos as possible. Check out Google’s help file on managing photos or videos for your Business Profile.
• Use the right phone number. Google Business Profile suggests using a local phone number as the main phone number; additional toll-free numbers can also be provided as needed. A toll-free number can be added as an additional number. The same local business number should be used on all local directories, listings and data aggregators.
• Get the word out. Google Posts to enhance your brand’s Knowledge Panel with upcoming events or special news.

24. Ratings and Reviews

Ninety-eight percent of people read online reviews for local businesses. If your brand wants to establish credibility and gain new customers, it’s worth investing time into building local reviews and testimonials that reinforce that claim.

Plus, ratings and reviews impact how well you rank in local search, says Google:

“Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.”

Testimonials can be displayed in addition to Google ratings and reviews, such as those displayed on our site:

Of course, there are other ways to display testimonials, having a person’s name and their picture can boost a testimonial’s credibility even more. Check out how this testimonial displays on our SEO training site:

As a local business, you will want to be sure the reviews are more localized than you see in these examples.

For instance, having the reviewer include information that is more relevant to the local services, products or experiences you provide is key. Also, include things like the city, town or neighborhood the customer resides in.

Below are a few key strategies for collecting and overseeing ratings and reviews:

• Encourage customers to leave reviews and testimonials about your business.
• Check out Google’s help file on how to send a link to get a review. But remember that Google doesn’t want businesses to offer incentives for leaving reviews.
• Make sure that your review profile is an honest picture of people’s experiences with your business. For instance, if all the reviews are positive, people may not trust the business.
• Make sure you read and reply to reviews on Google so people know you care.
• Consider displaying third-party reviews to add value to the listing to help people decide on your business.

25. Other Reviews, Citations and Mentions

Aside from Google reviews, there are other types of reviews that may come into play for local rankings.

It’s important to monitor the quantity and sentiment of your online reviews so you can actively manage your reputation.

Other review sites to monitor include Facebook, Yelp, TripAdvisor, Bing, local chamber websites and more.

Other sites where citations and mentions may occur include Reddit, Quora and news media sites like WSJ, etc.

Even if they don’t include a link, brand mentions on social media platforms, for instance, show engagement and interest in your business.

These linkless mentions (and also “nofollow” links) help your business by attracting new customers and reinforcing your brand’s reputation, which can even influence local search rankings.

26. Social Profiles

Being active in social media and sharing your content (think content marketing) contributes to keeping your business top-of-mind.

On social media sites like Facebook, X, Instagram and YouTube, your profile pages matter — make them consistent with your brand voice and informative. And be sure to include your contact information.

Here’s an example of a local hair salon using Instagram to showcase their looks:

Engagement with your brand is a social signal, such as when something you’ve posted is shared or liked. It’s also a means of strengthening relationships with current and potential customers.

Social media provides an effective channel to share news, local offers, alerts and updates to your customer base and raise awareness.

Interact with them one-on-one, and you may develop a brand advocate for life.

27. Local Link Building

Local link building is an important part of local search optimization. When relevant, quality websites within your city link back to you, it shows you’re a trusted local brand.

Only links coming from unique IPs, unique domains and unique WhoIs for your geographic area will help you rank, so don’t fall for link schemes.

Remember that you can go after your competitor’s backlinks. If someone is linking to your competition, they might link to you as well.

Start by looking at the backlink profile of your top-ranked competitors (using a backlink analysis tool such as Majestic, Ahrefs or others).

Identify good candidates—high-quality and relevant sites that don’t already link to yours. Then, see if you can earn links from those same sites.

See our e-book, The New Link Building Manifesto, for more ideas on earning links.

28. Local Directories

To make it easier for searchers to find you, you’ll want to be included in geotargeted directories for services, such as Yelp, Yellow Pages online, a local restaurant database, data aggregators and others.

Data aggregators collect business information from multiple sources and distribute it online platforms such as search engines or business directories.

Acxiom, Infogroup, Localeze and Factual are four data aggregators which specialize in SEO.

You can use local submission services such as BrightLocal or Yext to build new business listings or update the existing ones.

These citations add more weight to your site in the local search ranking algorithms.

29. Better Business Bureau (BBB)

Expand your credibility by listing with the Better Business Bureau. Monitor your ratings there and display your BBB rating on your website as a trust signal for visitors.

30. NAP+W

A business’s proximity to the searcher heavily influences whether it shows up in local pack results, so your location matters.

NAP+W refers to the information you include about your business online, including your business name, address, phone number and website URL.

For local optimization, you don’t want to have various versions of your address and phone number out there.

When the information is consistent, it improves the search engines’ confidence in your business listing’s accuracy. That includes on your website, on your Google Business profile and in online directories.

(Be sure to include your business address on your website. You can do this in the footer so it appears on every page, or at least show it on your contact page.)

Here’s an example of inconsistencies as identified with Yext’s free test:

31. Press Releases

Being mentioned in the news could have an indirect effect on rankings. Plus, press releases can be a great way to let locals know that you exist, especially if you have breaking news.

Opening a new location? Hosting a charity event? Be sure to publicize it and include the local geo-references (city name, etc.) in your text.

A press release published through an online PR site might catch the eye of a reporter who will publish a news article (and in SEO speak, this gets you a citation) about your business in a local publication.

For more, see Why Press Releases Still Matter to SEO and How to Write a Press Release That Entices Media.

Local Business SEO ROI Tracking

32. Online and Offline Tracking

Stay on top of your conversions — actual results and dollars earned from your marketing efforts — through analytics.

(If you haven’t yet, set up Google Analytics for free.)

Pay particular attention to rising or falling click-through rates and bounce rates, which will show you how many searchers clicked through to your site and whether they liked what they found.

Track click-to-call interactions, too. Appointments and sales made online may also be important metrics for success.

Remember, not counting progress is a failure.

33. Rankings

Be aware of your rankings in regular organic results and in the Local Pack. I suggest you choose at least five specific local keyword phrases to focus on at a time, but test more for rankings.

Check to see whether your business shows up on the first page of search results; compare your results to that of your competition.

You can do this through manual viewing of “[keyword] near me”-type searches if you’re in the local area. You can also use tools like BrightLocal or Whitespark. Semrush and Moz also have local solutions.

Final Thoughts

Increasing local search rankings requires significant effort, but the result will more than make up for it as a local business. It may even mean your survival. It may even mean your survival.

The points on this local SEO checklist give you lots of ways to attract more customers with your online strategy.

However, if you are just starting local SEO or have limited resources and want to focus on the most important items, start with these three tasks first:

1. Set up and optimize your Google Business Profile.
2. Implement on-page local SEO on your site.
3. Use a local business directory submission provider to manage and build new listings and citations.

Need to rank higher in Google local search? Arrange a free consultation with us and let’s talk about how our SEO experts can help.

Schedule your free 1:1 now

FAQ: How can I engage and attract more customers by optimizing my presence on Google Local Search?

Searches on Google are designed to deliver relevant local listings that meet user inquiries, making local SEO essential if local searches are to bring more customers your way. To successfully engage potential customers, strategies should extend beyond just technical SEO but include an understanding of customer behaviors, too.

An optimized Google Business Profile is essential when it comes to local SEO. Make sure you enter complete information such as name, address and phone numbers as well as operating hours and photos; business descriptions with relevant keywords that increase visibility on results pages may even further enhance results pages.

Frequently post on your Google Business Profile with details about product or service offerings that will excite existing customers and draw in new searches for businesses like yours. Be consistent in sharing updates; doing so will educate current patrons while bringing in more buyers.

Citations play an indispensable part of local SEO strategy, helping to increase rankings while establishing authority. Listing your business on directories like Yelp and Yellow Pages can establish credibility and build up your online presence.

Data analytics tools give you important metrics when optimizing local search results and conducting performance audits. For instance, businesses can track the search terms customers used prior to engaging with their business online and tailor strategies accordingly.

Customer reviews play an integral part of local SEO performance and brand recognition. When businesses actively pursue customer satisfaction through gathering feedback quickly and replying promptly to reviews, they build trust and loyalty with their clientele.

Social media platforms give local businesses an incredible chance to connect with new audiences and engage with existing customers, driving visibility and traffic.

Mobile search has significantly transformed our daily lives, and mobile-optimized websites will become an integral component of business operations as more customers use mobile queries to conduct searches. Optimizing your site for local mobile searches can earn sales more quickly than targeted computer-only promotions, increasing engagement rates as well as foot traffic directly into physical locations.

Step-by-Step Procedure

1. Start by claiming and verifying your Google Business Profile (GBP). When complete, follow Google’s verification steps to demonstrate ownership.
2. Enhance your GBP with updated details regarding your business name, address, phone number (NAP), hours of operation and opening/closing times.
3. Upload professional, high-resolution images that represent your location, products, services and team.
4. Write an informative and compelling description of your business that uses relevant local keywords.
5. Select categories that best describe your business to help Google connect it with related search queries.
6. Encourage customers to write reviews. Positive customer comments establish credibility and increase search ranking.
7. Respond promptly and show how much you value feedback by responding quickly to both positive and negative reviews, to demonstrate you value their contribution.
8. Regularly update your GBP with posts about new products or services offered, promotions or events in order to maintain user interest and engagement with your audience.
9. Research and incorporate location-specific keywords into your GBP, website content and marketing materials.
10. Be mindful of the growing trend in mobile searches to optimize and responsive your site accordingly.
11. Ongoing registration with directories like Yelp, Yellow Pages and local chamber of Commerce websites will help grow your business and generate sales.
12. Make sure that all directories and platforms that list or list you have an accurate representation of your business name, address and phone number.
13. Cooperate with local businesses and organizations to gain valuable backlinks that will boost your search ranking.
14. Use social media platforms like Twitter and Facebook to share updates with your target audience and publicize local events.
15. Track and analyze customer interactions using tools like Google Analytics to fine tune your strategies.
16. Be mindful of what queries customers use to find you and adapt your content accordingly.
17. Showcase what sets your business apart, such as special offers, eco-friendly practices or unique products.
18. Publish blogs, videos or guides that address local matters to attract and engage your target audience.
19. Incorporate search phrases like “near me” or “in [city name]” into both content and meta descriptions for maximum impact.
20. Google Ads allows advertisers to reach local customers with specific interests or demographics by investing in them locally.
21. Use local business schema markup on your website to help search engines understand its details.
22. Organize or participate in community events and promote them using GBP and social media channels.
23. Adjust your content so it aligns with conversational and question-based queries frequently used for voice searches.
24. Keep a regular tab on your GBP and local SEO strategies to ensure accuracy of information while staying abreast of changing trends.

The post How Do I Rank Higher in Google Local Search? Bruce Clay’s Checklist for Local SEO appeared first on Bruce Clay, Inc..

Ninety-eight percent of all customers found local business information on the internet, according to a 2023 BrightLocal research survey.

With an increasing number of consumers looking for local establishments, it’s crucial for these neighborhood shops to optimize their search engine presence using task automation and local content creation.

Read on as I share four ways AI can enhance local SEO.

1. Enhancing Keyword Research and Analysis
2. Creating Hyper-Localized Content
3. Optimizing Google Business Profiles
4. Automating Review Management

• Final Thoughts
• FAQ: How can AI tools streamline the process of creating and managing localized content for improved SEO results?

1. Enhancing Keyword Research and Analysis

One way that AI can help with local SEO is through advanced keyword research and analysis.

Traditional keyword research methods take time and may overlook valuable keywords. AI-powered tools can process large amounts of data quickly to pinpoint relevant, high-performing keywords for local markets.

For instance, Semrush’s keyword research tool integrates AI functionality to provide:

• Smart keyword suggestions: The tool uses AI to suggest relevant keywords based on search intent and context, helping users discover long-tail and niche keywords.
• Competitor insights: AI algorithms analyze competitors’ performance and provide strategic keyword recommendations.
• Search trends: AI monitors and predicts search trends, enabling more accurate targeting.

Keyword research helps local companies tailor content to meet local needs and create more effective marketing campaigns.

2. Creating Hyper-Localized Content

Content that resonates with a local audience is essential for effective local SEO. AI can assist in creating hyper-localized content by:

• Analyzing local search trends and popular topics.
• Suggesting localized keywords and phrases to include in your content.
• Generating location-specific meta descriptions and title tags.
• Creating outlines and first drafts for editing.

Our AI-powered content tool, PreWriter.ai, helps automate aspects of the writing process, including creating outlines from keywords, localizing content and much more.

The Localized Article tool adapts an existing article to a specific city or region. It rewrites the article to include relevant local information, making it highly effective for brands with many locations.

The Translate Content tool offers high-accuracy translations from nearly any language to any language.

PreWriter translates, validates and resolves discrepancies. This ensures superior quality machine translation. This is another tool for adapting content from one market to another.

Using AI-powered tools for local content is another way AI can help with local SEO by saving time and moving SEO programs forward faster.

Ready to give PreWriter a try? Start your free trial and see how it can supercharge your local SEO strategy.

Try PreWriter Now for Free

3. Optimizing Google Business Profiles

Google Business Profiles are critical for local SEO success. AI can enhance these profiles in several ways.

Take the AI-powered tool, Localo, which helps businesses improve their Google Business Profile visibility by:

• Analyzing performance: Localo tracks visibility, customer interactions and growth over time through intuitive graphs.
• Competitor insights: The tool shows how your profile ranks against competitors and highlights areas for improvement.
• Actionable tasks: Localo provides personalized tasks to boost rankings, like optimizing reviews and posts.
• Data comparison: The tool enables performance comparisons over specific periods for informed decisions.

Leaning on artificial intelligence tools for Google Business Profile optimization helps to ensure your business-related information is both competitive and accurate.

4. Automating Review Management

Online customer reviews are a fundamental part of local SEO; they impact not only search engine rankings but also consumer buying decisions.

BrightLocal’s 2024 Local Consumer Review Survey indicates that 36% of people browse two review sites when determining which local businesses to patronize, and 41% browse at least three.

AI can streamline the review management process by:

• Monitoring review platforms and alerting businesses to new reviews.
• Analyzing sentiment in reviews to identify trends and areas for improvement.
• Generating personalized response templates for different types of reviews.
• Identifying potential fake reviews that could harm your business’s reputation.

BrightLocal research shows that 58% of consumers preferred AI-written review responses when shown one written by a human and one generated with AI.

AI tools transform the buyer experience by enabling companies to swiftly respond to customer issues and manage feedback.

Final Thoughts

The integration of AI into local SEO strategies offers huge potential for businesses. Remember that local SEO has multiple interconnected elements and is technical in nature.

In addition to utilizing AI tools designed to assist with local SEO, ensure that you understand all the components of local search.

We recommend starting with our local SEO checklist.

Companies that continually adapt to these technological developments and remain informed are most likely to thrive.

Need help improving your local SEO? Our SEO experts can implement custom strategies to get you substantial results in the local SERPs. 

Arrange a free consultation

FAQ: How can AI tools streamline the process of creating and managing localized content for improved SEO results?

AI tools are a game-changer for local content creation and management, dramatically improving SEO results with precision, efficiency and scalability. Utilizing sophisticated algorithms, these tools analyze market trends and user behavior to deliver more targeted messaging to audiences.

Content localization is a huge challenge for businesses. Local content must be culturally relevant and accurate — traditional methods typically fall short in this area, leading to misinterpretations or missed opportunities.

AI sets a new benchmark in content strategies — it gives you real-time insights and can automate the editing of content so that every piece meets local expectations as well as SEO standards.

As businesses increasingly recognize the need for highly targeted content for specific markets, AI tools have become invaluable tools in streamlining processes, decreasing manual effort and producing superior SEO outcomes.

Companies using AI for localization typically see increases in customer engagement and conversion rates, freeing businesses up to focus more on strategy.

Step-by-Step Procedure

1. Discover target markets: Determine which geographical regions and demographic segments need to be prioritized.
2. Search trends near your location: Review AI analytics for local search behaviors and content preferences.
3. Determine an AI tool that suits your needs: Select the right AI-powered content creation platform that offers robust localization features.
4. Adjust localization parameters: Configure an AI tool to accommodate local cultural nuances and language peculiarities.
5. Research competitor strategies: Use AI to get insights into competitors’ strategies for localized content production and SEO optimization.
6. Generate content ideas: AI can assist content producers in producing engaging, tailored material specifically aimed at local audiences.
7. Generate drafts: Quickly create draft content with AI that meets local SEO standards for local search rankings.
8. Optimize for SEO: Improve SEO using artificial intelligence-generated keyword and metadata suggestions.
9. Images and media: Produce media content that is culturally sensitive and tailored specifically to local contexts.
10. Engage local influencers: AI tools can help find local influencers to work with on creating/promoting content.
11. A/B testing: Do A/B tests using AI on localized content to figure out what performs best.
12. Collect feedback: Solicit feedback from local audiences and track engagement using AI.
13. Refine content strategy: Apply insights from AI tools in your content strategies to stay ahead of market fluctuations and competitors.
14. Automate content distribution: Leverage AI to quickly deliver localized content across different platforms.
15. Track metrics and performance: Monitor SEO performance and audience engagement using AI analytics on an ongoing basis.
16. Adapt to cultural change: Be mindful of cultural shifts, and adjust content strategies as required.
17. Ensure compliance: Before publishing, make sure content conforms with local standards and regulations.
18. Improve user experience: AI can easily personalize content for different audiences. Take advantage and create a better user experience.
19. Optimize for voice search: Give customers the ultimate shopping experience by adding voice search capabilities for localized items.
20. Strategize with machine learning: Leverage AI technology and machine learning algorithms to accurately anticipate trends and tailor future content accordingly.
21. Scale content production: Increase content production while simultaneously expanding output with AI-powered solutions.
22. Audit regularly: Employ AI regularly in content audits to maintain accuracy and relevancy of material.
23. Invest in ongoing learning: Stay abreast of AI advancements and localization techniques.
24. Work with local experts: Working closely with local experts strengthens and validates content.

Artificial intelligence is a valuable tool to use in your marketing and content strategy. Try implementing it in your own program to see what it can do for your business.

The post How AI Can Help With Local SEO: 4 Ways appeared first on Bruce Clay, Inc..

If the goal of your business is to gain new customers in specific geographical regions, nothing matters more than having strong search engine rankings.

This comprehensive guide on advanced local SEO techniques explores how industry experts implement tactics to reach Google’s first page of local search listings.

• Understanding Local SEO Ranking Factors
  • Relevance and Proximity
  • Prominence in Local Search
  • Importance of Google Business Profile
• Advanced Local SEO Strategies
  • 1. Enhance Your Google Business Profile Listings
  • 2. Build and Manage Local Citations
  • 3. Leverage Online Reviews for SEO
• Technical Aspects of Local SEO
  • 4. Optimize Your Website for Local Search
  • 5. Optimize Your Website for Mobile Use
  • 6. Provide Schema Markup
• Content Strategies for Local SEO
  • 7. Create Localized Content
  • 8. Blog for Local Audiences
  • 9. Optimize Landing Pages for Local Keywords
• Link Acquisition for Local SEO
  • 10. Build Relationships with Local Businesses
  • 11. Earn Backlinks from Local News Outlets
  • 12. Leverage Local Directories for Link Acquisition
  • 13. Participate in Local Events and Sponsorships
  • 14. Write Guest Blogs for Local Websites
• Advanced Competitor Analysis
  • 15. Analyze Local Competitors’ SEO Strategies
  • 16. Identify Keyword Gaps
  • 17. Use Local SEO Analysis Tools
• Tracking and Measuring Local SEO Success
  • 18. Set Up Local SEO Analytics
  • 19. Track Key Metrics
  • 20. Adjust Strategies Based on Data
• Common Mistakes in Local SEO
  • 21. Avoid Duplicate Listings
  • 22. Manage Negative Reviews Effectively
  • 23. Prevent Common Technical Issues
• Future Trends in Local SEO
  • 24. Leverage Voice Search Features
  • 25. Utilize Artificial Intelligence
• Final Thoughts
• FAQ: How can I utilize advanced Local SEO methods to effectively optimize my website for increased search visibility and ranking?

Understanding Local SEO Ranking Factors

Local search optimization means building your site so that it is visible for people searching for products and services within your geographical region.

First, let’s review the top local SEO ranking factors that influence search ranking performance.

• Relevance and proximity
• Prominence in local search
• Google Business Profile (GBP)

Relevance and Proximity

Relevance: This measure indicates the extent to which your company fits with what a user is looking for. To increase your company’s relevance in search results, ensure all online platforms (like Google Business Profile) accurately represent what services your business is offering.

Proximity: This refers to how close your business is located from those conducting online searches and is one of the primary local SEO factors.

Prominence in Local Search

What is Prominence? Prominence is essentially how recognizable your company is. It’s determined by the volume of information available about your business online — links, articles and directories included. Your Google Business Profile listing’s completeness and online customer reviews also influence your firm’s prominence.

Building Prominence: Frequently updating your Business Profile listing, getting quality backlinks and developing a robust presence in local directories can all contribute to your prominence.

Importance of Google Business Profile

Optimizing Your Profile: With an optimized Google Business Profile, you can manage how your business appears in Google Search and Maps. Make sure you fill out your GBP as much as possible. Add your exact operating hours, a thorough business description and first-rate photos. And don’t forget to post consistently.

Customer Engagement: Ask your customers to leave reviews on your GBP profile. A higher number of positive reviews and continued customer engagement will boost your rankings in local search results.

Advanced Local SEO Strategies

The strategies we’ve outlined below go far beyond local SEO essentials. Each tactic is designed to equip you to achieve a competitive advantage in rankings, specifically for local searches. If you put these advanced tactics to work, you can considerably boost your local SEO efforts.

1. Enhance Your Google Business Profile Listings

Complete All Sections: Fill out every part of your Google Business Profile listing. You should enter not only the basics like the business’s name, location and contact phone number but also the categories, attributes, services and products.

Intentionally Utilize Keywords: Weave pertinent keywords throughout your company description and any posts. Using strategic keywords helps Google better understand your business, which can give you a boost in local search rankings. Be sure to avoid keyword stuffing.

2. Build and Manage Local Citations

NAP Consistency: Your business’s name, address and phone number (NAP) should be identical on all search engines and online properties. When they’re inconsistent, Google may not know which listing to display. Customers may also receive incorrect or incomplete information about your business. This leads to an undesirable user experience that could wreak havoc on your local SEO rankings.

Tracking Citations: Specialized tools like Moz Local or BrightLocal can synthesize and track your local citations. Through the consistent auditing of these citations, you can promote consistency, positively affecting your local SEO standing.

3. Leverage Online Reviews for SEO

The Power of Reviews: Online reviews matter to both customers and Google. Customers view reviews as social proof that your business is worth frequenting, while Google uses the reviews to gauge user experiences. Urge happy customers to share their positive reviews; reply to them right away to show that you value customer feedback.

Managing Negative Reviews: It may be tempting to get upset by one-star reviews. However, it’s important to remember that you should handle negative feedback with plenty of care. When responding, tactfully address the problems brought up by the customer and then offer resolutions.

If you take this route, potential customers will see that you are responsive and concerned about their experience. This alone can dull the impact that not-so-good feedback can have on your SEO. You may also want to pay attention to the language your customers use in negative reviews, as this can give you essential clues for improving your business model.

Technical Aspects of Local SEO

Technical SEO involves updating and optimizing your website to create a better user experience and appear higher in the search results. For local SEO, this means making your webpages fast, mobile-friendly and easily accessible for users and search engines.

4. Optimize Your Website for Local Search

Mobile-Friendly Design: Make sure that your site loads very quickly and is easy to navigate via mobile means. Mobile devices don’t display much text, so opt for simple buttons and links that are easy to click. Any site text should also be enlargeable. As for images, ensure they’re large enough for users to view without slowing the site down.

Local Keywords: Sprinkle local keywords in key areas on your site pages, from the title tags and meta descriptions to your headers and more. Taking the time to do so assists search engines in determining your website’s relevance to users’ local search queries.

5. Optimize Your Website for Mobile Use

Why Mobile Matters: Mobile web presence should sit at the top of every business’s priority list if they want to improve online visibility and spark growth. Optimization for mobile searches makes perfect sense, given that the majority of web traffic originates on smartphones and other mobile devices. Moreover, Google’s Mobile-First Indexing gives more weight to mobile website versions than desktop versions. To bolster user experience and search rankings, businesses should give mobile optimization all the attention it deserves.

6. Provide Schema Markup

What is Schema Markup? Schema markup is a type of structured data that webmasters can add to their sites to help search engines better understand and display their content in search results. It can be used in local SEO to increase the probability of your business showing up in rich snippets, knowledge graphs and other enhanced search results.

Implementing Local Business Schema: Add local business-specific schema markup, such as LocalBusiness schema, to the code on the backend of your site. This can include your business’s name, location, contact number, operating hours and more.

Content Strategies for Local SEO

Putting out content that appeals to your local audience is an important part of engaging prospective customers and skyrocketing your local search rankings.

7. Create Localized Content

Focus on Local Interests: Your content should resonate with your local audience. For example, if you run a restaurant, your content should focus on local food events, trends, culture, etc. You could include several types of content, including blog posts, news and community announcements related to the product that you offer.

Include Local Keywords: Incorporate local keywords into your pieces in a way that’s natural and fluid. Doing so helps search engines distinguish between your website and others with more generic or universal content.

8. Blog for Local Audiences

Why Blogging Matters: Use a blog to provide fresh, location-specific content to your website visitors and searchers. Consistently updated blogs can increase your rankability for various local search terms and attract more traffic as a result.

Choosing Topics: Select localized topics when you write your blog. These topics may pertain to local events, advice on local services, or local business stories. Be sure to utilize geo-specific keywords so that the search engines can tell that your content is for a local audience.

9. Optimize Landing Pages for Local Keywords

Creating Location-Specific Pages: If your business has multiple locations, create a landing page for each location. Fine-tune each page using location-specific keywords and infuse relevant information into it. Directions, local reviews and contact information are all appropriate.

Improving User Experience: Make sure each landing page offers a simple user experience, with crystal clear calls to action, smooth navigation and tailored content that speaks directly to your local audience’s needs.

For tips on creating the perfect location page, read my article on Search Engine Land: “How to create a perfect location page for SEO and visitors.”

Link Acquisition for Local SEO

Link acquisition and local SEO go hand in hand. The former involves obtaining backlinks from other sites in your industry, specifically from local and industry-related sources. Every single backlink serves as a vote of confidence for your site, and Google and other search platforms consider them when calculating your ranking positions in the local search results.

10. Build Relationships with Local Businesses

Joint Marketing Efforts: Jump into joint marketing efforts with businesses in the area. Along with these local businesses, you may co-host events, back local causes or partner on a promotional campaign. Collaborations like the examples previously listed frequently lead to valuable backlinks from local websites, boosting your local SEO efforts.

11. Earn Backlinks from Local News Outlets

Press Releases and Local News: Local news outlets are backlinking goldmines. You can take advantage of this resource by distributing press releases about noteworthy events, new product launches or community involvement. Doing so will attract local journalists who may be inspired to write a feature about your business with a link to your site.

Building a Media Kit: Create a media kit that houses vital business information, like top-quality visual media, your company’s unique story and some significant accomplishments. Share this kit with local journalists to make it effortless to feature your business, and be sure to include a link to your site.

For actionable strategies on how to earn quality backlinks, read my free e-book “The New Link Building Manifesto: A Complete Guide to Earning Links That Count.”

12. Leverage Local Directories for Link Acquisition

Getting Listed in Local Directories: Yelp, Yellow Pages and the Chamber of Commerce are the lowest-hanging fruit when it comes to link acquisition. Don’t miss the opportunity to have your company showcased in these directories. For the purposes of local SEO, be consistent with your company’s name, address and phone number (NAP).

Optimizing Directory Listings: Getting your company listed is just part of the equation; you need to continually tweak every one of your listings. Include a complete business description, relevant keywords and the link to your website. Select directories will also show images and videos you provide. All of this works together to help your listing stand out. It can also boost engagement among searchers who stumble upon your listings.

13. Participate in Local Events and Sponsorships

Hosting Local Events: If you’re up for it, you can even host your own exclusive event. Create an event page on your website and ask local websites and bloggers to advertise. In doing so, you’ll have numerous backlinks and increased visibility in the SERPs.

14. Write Guest Blogs for Local Websites

Targeting Local Blogs: Scope out trendy local blogs in your business’s industry or niche or those that closely align with your firm’s ideologies. Then, reach out to the blogs’ creators and write guest posts that pique their readers’ interests. In exchange for your efforts, you’ll obtain a backlink pointing to your site, creating an increase in local traffic and improved SEO readiness.

Writing Relevant and Valuable Content: When drafting your guest blogs, the goal should always be to create content that delivers loads of value to the local audience. This not only improves the chances of the website owner accepting your guest post but also inspires readers to stop by your website via the backlink in your post.

Advanced Competitor Analysis

Understanding your competitors’ strategic initiatives and potential moves is invaluable when executing local SEO updates. For a highly effective competitor analysis, you’ll do a comprehensive analysis of your opponents’ strengths and weaknesses to uncover areas where you can pull ahead of them.

15. Analyze Local Competitors’ SEO Strategies

Competitor Research: Start by figuring out who your top local competitors are. Then, use tools like SEMrush or Ahrefs to study their SEO approaches, from keyword usage to backlink profile management to content strategy and more.

Benchmarking: Survey your website’s performance against that of your competitors. Look into any areas where they surpass you, and think about how you can close the gap in those specific areas. Optimizing your Business Profile, increasing your localized content and improving your website’s technical SEO might be in order.

16. Identify Keyword Gaps

Keyword Gap Analysis: Find out which keywords your competitors rank for that you do not. Tools like Ahrefs’ Keyword Gap and SEMrush’s Keyword Gap Analysis tool make this tremendously easy. If you can fill these gaps, you can rake in more traffic through local search.

Optimizing for New Keywords: After you’ve identified keyword gaps in the above step, revamp your web content to target those keyword terms and phrases. You could create landing pages, update existing content or write new blog posts from scratch.

17. Use Local SEO Analysis Tools

SEO Tools: Use Google Analytics, Moz Local and BrightLocal to gather insight into your local SEO performance. All of these tools survey your keyword rankings, dissect your traffic sources and highlight weak areas in need of improvement.

Competitor Backlink Analysis: Ahrefs, Majestic or our own SEOToolSet® come in handy when you want to learn more about your competitors’ backlinks. Seek out opportunities to secure comparable backlinks by contacting the same local directories, blogs or news outlets.

Tracking and Measuring Local SEO Success

Tracking your local SEO success is essential. Otherwise, you won’t know whether and to what extent your efforts are working. By consistently observing key metrics, you can modify your strategies for better results overall.

18. Set Up Local SEO Analytics

Google Analytics: Set up your Google Analytics account to keep an eye on local website traffic. The geographic location report tells companies where their website visitors are funneling in from and how they interact with different areas of your site.

Google Search Console: Utilize Google Search Console to take a deep look at your site’s search engine performance. The queries report points out which locally significant keywords are bringing search traffic to your site and how all of your site pages are ranking on the Google search platform.

19. Track Key Metrics

Local Search Rankings: Habitually monitor your rankings for local keywords with tools like Moz Local or BrightLocal. They make it easier to track your pages’ positions in the local search results.

Traffic from Local Searches: Consider the volume of visitors finding your site through local searches. Search intently for trends and blips that occur around the same time as your SEO efforts.

Conversion Rates for Local Keywords: Track rates of conversion for local keywords. This will tell you how effectively your site can turn local searchers into customers.

Number of Positive Reviews: Observe over time how many positive reviews your business has. A surge in positive feedback typically correlates with improved rankings on local search.

20. Adjust Strategies Based on Data

Reviewing Analytics: Review the data you obtained from your analytics tools to judge your local SEO strategies’ effectiveness. If certain strategies are underperforming, consider making adjustments.

Continuous Improvement: Local SEO is very much a constant process. Continually examine your strategic initiatives, implement data-driven updates and stay abreast of the most current trends and algorithm shifts so you won’t fall behind your industry opponents.

Common Mistakes in Local SEO

If you want to cultivate and preserve a strong local SEO presence, you’ll need to avoid certain common mistakes. The mistakes we’ll examine below can negatively influence both your rankings and visibility. This is why you need to be aware of them and take measures ahead of time to evade them.

21. Avoid Duplicate Listings

Why Duplicates are Bad: Duplicate listings throw off search engines as well as customers. They may also diminish your rankings and contribute to a less-than-ideal user experience. Make sure your business is listed only once on each platform.

Cleaning Up Duplicates: Moz Local, Yext and other software solutions can be used to find and remove duplicate listings. Consolidating your online presence puts you in a favorable spot from a local SEO standpoint.

22. Manage Negative Reviews Effectively

Impact of Negative Reviews: Negative reviews can do a number on any company’s reputation and local search rankings. So, addressing them effectively is imperative. When you reply, use a formal yet empathetic tone, and be sure to respond to each of the reviewer’s issues.

Turning Negatives into Positives: In opposition to what some may believe, a properly managed negative review reflects favorably on your company’s perceived integrity. By proving that your business is responsive and happy to resolve clients’ problems, you can put potential customers’ minds at ease and win their trust.

23. Prevent Common Technical Issues

Website Audits: Do site audits on a regular basis to uncover tech problems, including link issues, low page loading speeds or lacking mobile optimization. These are some of the main problems that can drastically affect your local SEO and user experience.

Fixing Issues: Tools and resources like Google PageSpeed Insights, Screaming Frog and Ahrefs can be instrumental in detecting and resolving technical problems. Focus intently on any issues that apply to mobile web visitors or hamper search engine indexing.

Future Trends in Local SEO

Local SEO is ever-evolving. Trends constantly shift and technological improvements impact how companies conduct local SEO strategies. Stay current on these evolving trends to remain a viable competitor in the marketplace.

24. Leverage Voice Search Features

Voice Search Optimization: Considering the growing popularity of voice-activated devices like Google Home and Amazon Alexa, enhancing your site for voice searches is ever-important. Favor long-tail SEO keywords and natural language queries to reel in more search traffic from voice searches.

Conversational Content: Voice search queries tend to be on the conversational side. Creating content that imitates ordinary speaking patterns can bring you more success with voice searches. This might include frequently asked questions, conversational blog posts or content that clearly answers common questions.

25. Utilize Artificial Intelligence

AI and SEO: Artificial intelligence is playing an increasingly important role in search engine rankings. Google’s RankBrain is a helpful AI-powered tool that displays even more pertinent results through their platform.

Adapting to AI Trends: As you strive to stay informed about the latest AI-focused SEO trends, don’t forget to infuse the right ones into your local SEO strategy. This might include implementing user intent optimization, making changes to improve user experience and leveraging AI-powered tools like our own PreWriter.ai to analyze and transform your content.

Final Thoughts

These expert-level strategies give companies the means to greatly boost their local search visibility, draw more customers in and ultimately enjoy more growth.

Utilizing advanced local SEO techniques is only partly about getting your business listed on Google Maps. It’s about putting together a wide-ranging strategy that encompasses Google Business Profile optimization, local citation building and management, online review oversight and trend-watching.

As the local SEO landscape continues to develop, firms that are pre-emptive and informed will flourish.

Need to improve your local search visibility? Our SEO experts can help!

Whether you want to elevate your Google Business Profile, manage your online customer reviews or build those vital local backlinks, we can help you unlock higher rankings in local search results and increase traffic flow to your business without the headache of dealing with SEO on your own.

Schedule a free SEO consultation

FAQ: How can I utilize advanced Local SEO methods to effectively optimize my website for increased search visibility and ranking?

Local SEO is one of the cornerstones of search engine optimization that involves targeting search queries that relate specifically to geographic regions. Focus on relevant local queries and improving online presence in specific geographical regions to generate more qualified traffic and sales.

Make sure your Google My Business Profile is complete, accurate and current. You’ll want to include your hours of operation, contact details, business categories, plus any photos or posts that will attract potential customers.

Utilize schema markup so search engines can better interpret your content’s meaning, and include local business details like addresses and phone numbers to increase your chance of appearing in local search results.

Content creation is an important part of local SEO — develop original material about the things your audience is interested in can help improve your ranking. For instance, write blogs posts about events or trends in your area and optimizing them using local keywords.

You’ll also want to build a comprehensive backlink profile. High-quality links from local businesses and organizations you think are trustworthy will give your business more credibility and visibility online. Try partnering or sponsoring local events to develop these connections.

Customer reviews and ratings are extremely important in local SEO. Have satisfied customers? Ask them to leave reviews on Google or Yelp. Responding to all reviews — the good and the bad — shows potential clients you’re committed to delivering excellent service.

Do not overlook the technical elements of your website. Google prioritizes user experience, so make it fast and mobile-friendly, with clear hierarchy and structure.

Leverage local SEO by using social media. Social media helps you connect with local audiences, share relevant content and send traffic back to your site. The customer interaction you get is invaluable in building quality relationships.

Addressing these components allows businesses to overcome their low local search visibility and rankings, helping to ensure your company stands out in an overcrowded digital market. Advanced local SEO methods offer comprehensive solutions designed to get results.

Step-by-Step Procedure

1. Conduct an evaluation of your current Local SEO performance using tools like Google Analytics and Search Console.
2. Complete and accurate information will allow your Google My Business profile to stand out.
3. Implement schema markup for local business data on your website.
4. Write localized content that incorporates local keywords.
5. Create a backlink profile by working with local businesses.
6. Encourage and manage customer reviews on platforms like Google and Yelp.
7. Make your website fast and mobile-friendly.
8. Optimize the site structure and navigation.
9. Engage with local audiences on social media.
10. Use local keywords in your meta tags, headers and content.
11. Monitor and adjust strategies regularly.
12. Participate in local community events to demonstrate your local presence.
13. Publish news-oriented and event-focused content related to local issues and happenings.
14. Make use of local business directories.
15. Implement location-based SEO tactics, including geotargeted ads.
16. Integrate local influencers into your strategy for extended visibility.
17. Utilize Google Ads to target local search queries effectively.
18. Be consistent across platforms in your NAP (Name, Address and Phone Number).
19. Analyze competitors’ local SEO strategies and identify opportunities for improvement.
20. Set alerts for brand mentions and engage quickly with your audience.
21. Analytics tools allow you to measure the success of your Local SEO efforts.
22. Adjust your strategies according to data-driven insights and trends.
23. Keep up-to-date on the newest Local SEO trends and algorithm modifications.
24. Continue to refine your approach for maximum search visibility and ranking improvement.

The post 25 Local SEO Techniques for Increasing Your Google Local Search Visibility appeared first on Bruce Clay, Inc..

Every Monday, SEO is a brand-new industry. It’s complex and can be difficult to keep up with the constant changes.

In the right hands, SEO is a powerful tool that makes your brand first among equals.

In the wrong hands, doing SEO incorrectly hurts your brand and can ultimately cause your business to fail. The difference between the two is expertise.

So in order to implement a successful SEO program, it would be wise to work with an experienced agency or consultant.

An expert SEO agency knows how to implement good strategies to improve your online visibility, establish your company as a trusted authority in your niche, attract more organic traffic to your website, and increase your revenue.

Not all SEO agencies are created equal — some are good, some are bad. If you know more about SEO than your agency does, don’t expect to see meaningful results. And if you’re not getting the best results from your SEO campaign, it’s time to look elsewhere.

There are many factors you should consider before deciding on hiring outside help. Here, we will look at the top 10 expert skills you should expect from an SEO agency:

1. 1. 1. Keyword research
      2. Competitor analysis
      3. On-page optimization
      4. Off-page optimization
      5. Technical SEO
      6. Content marketing
      7. Local SEO
      8. Analytics and reporting
      9. SEO tools
      10. SEO training

   FAQ: What are the top contributions that an SEO agency can make to your SEO program?

1. Keyword Research

Keyword research is a critical component of every successful SEO campaign. It’s what helps you understand your target audience and their search behaviors.

A good SEO agency will utilize keyword research to provide you with an edge in understanding and outranking your competitors. They will also conduct content gap analyses to identify gaps and enhance an overall competitive content strategy.

The top three search results for a query get the majority of clicks. An agency will help you align your content creation and optimization with the keywords and queries your audience is looking for to give you a better chance of showing up in those positions.

For more, read:

• What are keywords? Why are keywords important to SEO?

2. Competitor Analysis

The goal of SEO is to beat the competition, not the algorithm.

SEO agencies know how to conduct a thorough competitor analysis to analyze the SEO strategies of a website’s competition. These insights inform the recommendations they make on how to outperform them.

For more on competitor analysis, read:

• How to do competitor research for SEO

3. On-Page Optimization

On-page optimization improves a website’s relevance and user experience, leading to higher visibility in search engines.

Some tactics include:

• Optimizing the website’s content with keywords.
• Deploying the right formatting.
• Schema markup.
• Making sure a webpage is mobile-friendly, user-friendly, and fast.
• Focusing on the organization of the content throughout the site, including the internal linking strategy.

With expert knowledge of HTML, CSS, and JavaScript, a great SEO agency can optimize a website’s structure, content, and design to ensure it meets the technical requirements of search engines and user needs.

Our Always Up-to-Date SEO Checklist is a great resource to help you with on-page optimization. I suggest bookmarking the page for frequent reference.

4. Off-Page Optimization

Off-page optimization includes things like social media marketing, influencer promotions, press releases, and earning quality links to the website.

Backlinks are a ranking factor, although it isn’t specifically the number of links that matters. Fewer high-quality backlinks can better improve the credibility and authority of a website than a large volume of lower-quality ones.

In other words: The days of “link building” are over …. ultimately, earning relevant links comes down to creating great content that people want to link to and share.

For more on backlinks, see:

• The New Link Building Manifesto: A Complete Guide to Earning Links That Count

5. Technical SEO

Technical SEO involves optimizing a website’s performance to ensure it meets the technical requirements of search engines and offers a great user experience.

For example, page speed is a confirmed Google ranking signal, and Google wants pages to load in under 2.5 seconds.

Technical failures are a common reason for a drop in rankings and traffic. And the complexity of today’s websites requires an expert to identify and fix any issues that may cause these drops in traffic.

With expertise in website architecture, server configuration, and user experience, the right SEO agency can ensure that your site is technically sound and make it easier for search engines to access it.

For more on technical SEO, see:

• Technical SEO vs. On-Page SEO: The DIfferences
• SEO Guide: Technical SEO Tips

6. Content Marketing

Content marketing is about creating and sharing content in a way that helps you achieve your business and marketing objectives.

Content marketing involves:

• Communicating effectively.
• Making connections.
• Sharing the right content.
• Engaging your audience.
• Being in the right place at the right time.
• Seizing opportunity.
• Inspiring action.
• Nurturing the needs of your customers.
• Showcasing your personality/company culture in a way that fits the brand.

An expert SEO agency understands how experience, expertise, authority, and trust factor into quality content that builds trust with your market. They are skilled at developing content strategies, optimizing content for target keywords, and implementing content promotion techniques that demonstrate authority to search engines and to your target audience.

7. Local SEO

Local SEO is critical for businesses that rely on local customers. In fact, research from BrightLocal shows that 98% of people use the internet to find information about a local business.

Some of the SEO tactics used in local SEO differ from traditional techniques for organic search results (“10 blue links”).

And the complexity of local SEO grows when you have national and multi-site businesses, including franchises.

An experienced agency knows how to utilize local keyword research, on-page optimization, and local link building to ensure that a business’s website appears in local search results for the most valuable queries.

For more on local SEO, read:

• How Do I Rank Higher in Google Local Search?

8. Analytics and Reporting

Analytics and reporting are essential to measure the success of an SEO campaign and identify areas for improvement.

SEO agencies should frequently check in with you to provide detailed reports on the website’s performance, rankings, and traffic. They are experienced in data analytics tools like Google Analytics, Google Search Console, and other SEO tools. And with the launch of Google Analytics 4 (GA4), an agency will have even more powerful tools to track and analyze user behavior on your website.

9. SEO Tools

SEO tools can provide a competitive advantage and improve the efficiency and effectiveness of any agency’s services.

These tools can provide valuable information about keyword research, backlink analysis, and website optimization.

Some SEO agencies (like ours) have their own proprietary SEO tools. Our SEO ToolSet software offers a suite of unique tools for website optimization. It’s been used by over 5,000 clients, including Fortune 500 companies and government agencies.

With access to the right tools, an agency can provide businesses with a unique and effective strategy that outperforms its competitors.

Remember that there is always a difference between data and wisdom. SEO tools can inundate you with data, but what sets agencies apart is the wisdom to understand what the data is telling you.

A skilled SEO agency will give you the right data with information specific to your website, then make actionable recommendations to help you make the right decisions for your business.

For more on SEO tools, see:

• The Top SEO Software That Experts Use Every Day

10. SEO Training

SEO training, like tools, can provide a competitive advantage and improve the efficiency and effectiveness of any agency services.

By learning how SEO works or improving upon the SEO skills you already have, you can have more strategic conversations with your SEO provider.

As the SEO industry continues to grow, the demand for training courses has steadily increased. Google Trends data shows a notable surge in search interest for SEO training services toward the last quarter of 2021.

These trends underscore the vital importance of investing in SEO training, showing its importance for business survival in an ever-evolving digital landscape.

Some SEO companies provide SEO training – we happen to be one of them. We’ve trained tens of thousands of students over 27 years on the foundations of SEO and evolving best practices.

In the past few years, we have reinvented our SEO training from in-person classes to an online membership site with tons of resources for its members in various content formats.

With the constant changes to search engine algorithms, staying up-to-date on SEO best practices and strategies through quality training is essential to remain competitive in today’s online marketplace.

There are a plethora of SEO training offerings out there — you must do your research and choose wisely. Before committing to anything, I suggest reading my article on Search Engine Land to help you evaluate your options.

Looking for an experienced SEO agency with a proven track record of helping websites get to Page 1 in the search results? Look no further than Bruce Clay, Inc.! Reach out to us to schedule a free consultation.

FAQ: What are the top contributions that an SEO agency can make to your SEO program?

Many businesses don’t have the time, resources, or knowledge to implement a successful SEO program. Working with an experienced SEO agency can significantly enhance your campaign. Here are the top skills you should look for when deciding to hire outside help.

Keyword Research

Keyword research is at the core of any successful SEO strategy. SEO agencies possess the knowledge and expertise required to perform thorough searches that identify relevant keywords for your industry, product, or service. They also optimize websites so they rank higher in search engine result pages (SERPs). By understanding your audience and their search behavior, agencies can optimize sites so they appear higher up in SERPs, leading to more organic traffic and conversions.

Competitor Analysis

To be the best in SEO, it means outstripping competitors. SEO agencies specialize in competitor analysis to gain valuable insight into their strategies and assist you with creating an improved SEO plan by studying what others are doing. Using this knowledge, they can identify opportunities to outrank rivals and bring more qualified traffic to your site.

Expert On-Page SEO

Optimizing the relevance and user experience of your website is paramount for its success. An SEO agency utilizes its extensive knowledge of HTML and CSS to optimize the structure, design and content of your website in accordance with search engines’ technical requirements while simultaneously meeting user demands. A specialist agency can boost rankings and targeted traffic by employing strategies such as keyword optimization, formatting schema markups and creating user-friendly navigation.

Off-page SEO

Off-page SEO refers to activities performed outside of your website that contribute to its overall search engine optimization success. A good SEO agency can develop an effective off-page strategy for optimizing your website, including social media marketing, influencer promotion, link acquisition strategies, or creating high-quality links. These experts understand the importance of a good link-building strategy and can create content that earns backlinks for increased authority, credibility and visibility for your brand.

Analytical Insights and Reporting

Reporting and analytics are crucial in evaluating the success of any SEO campaign and identifying any areas for improvement. SEO agencies typically provide regular reports detailing website traffic, rankings and key metrics gathered using data-driven insights provided by tools like Google Analytics and Search Console that will allow you to stay ahead of competitors in an ever-evolving digital landscape. These reports help keep an accurate account of SEO campaign activities while keeping a detailed log of improvements necessary in real-time.

Choosing the right partnership with an SEO agency can be the key to the success of your business. Take the time to get to know them, what they offer and what their track record is like. Leverage their experience in the industry to achieve better results — more traffic, visibility, leads, conversions, sales and customers.

The post 10 Expert Skills of an SEO Agency appeared first on Bruce Clay, Inc..