A Guide to Local SEO: Checklist for Growth

You will not believe it, today, nearly half of all online searches have local intent. You know what that means, right? If you’re a local business, you must prioritize local SEO to attract more customers & most importantly, relevant customers. With the help of this guide, let me walk you through everything you need to do to succeed when it comes to local search rankings, doesn’t matter if you are a rookie or a seasoned SEO expert.

How Does Local SEO Work?

Since Google dominates the search query market with a whopping 83%, it’s the most prominent choice for local SEO marketing. Whether you’re managing a local SEO campaign for a client or your own business, Google Local Search must be your primary target. Here’s the tea: Google’s local search algorithm considers three major factors when ranking a website/listing for a local search query – Proximity, Relevance, & Prominence – to determine who deserves to show up at the top.

Let me give you a brief on these 3 factors:

Proximity: Loosely translated, it refers to the physical distance between the searcher & the probable search result.
Relevance: Simply put, it refers to how relevant your business is to the input search query.
Prominence: It refers to the credibility & authority of your business website/listing. To be precise, the authority of your business.

If you wish to take a deep dive, you can learn in detail about these factors on the Google Help Center.

Enough about what is what, let’s dive! Our comprehensive local SEO checklist will guide you step-by-step on how you can optimize your local search presence for maximum results. By the end, you will be able to streamline your process, boost your efficiency, & significantly improve the chances of your website/listing ranking higher in the local search results (SERPs).

How To Do a Local SEO Setup?

Before we dive in, let’s get organized! No harm, right? Take a pause & gather the following requisites to adequately formulate a local SEO strategy. This includes nothing but all the locations & ensuring all details are accurate and correspondent to them. Just Imagine, you are working for months on Local SEO, only to find out that the contact number is not even working. Funny, right? Not really! Ensure everything is in order before jumping in on Local SEO.

Check out how you can tackle different business structures with ease:

The Lone Ranger: One Business-One Location-One Address. What do you need? Just a verified GMB profile with the right address.
The Legion of Locations: One Business-Multiple Locations-Multiple Addresses. Quite tricky, right? Make sure that you have individual business profiles for each location, unique addresses & phone numbers & most importantly, dedicated landing pages for each location.
The Mystery Maestro: One Business-One Location-No Address. What to do? Even though you don’t want to publicize your location, you must showcase your service area. My recommendation? Display an address & match it with the one on the website for the best results.
The Service Area Stretch: Gets trickier with – One Business-Multiple Locations-No Addresses. Going ahead, make sure that the service areas you designate are unique & non-repetitive. Why, though? Google may mark you as spam due to repetition & show only the most prominent one.

Local SEO Checklist: A Step-by-Step Guide

Initial Strategy Building for Local SEO

The Foundation – Keywords Research & Analysis

To begin with, we need intel. You can leverage powerful keyword research tools like Ahrefs or SEMrush to gather a comprehensive list of keywords that you believe are highly relevant to the target business & the location. I usually recommend, SEMrush, it goes beyond search volume, providing insights into user intent, competition level, CPC, & keyword difficulty. Armed with these kinds of insights, you can finalize the keywords with the highest potential for driving traffic.

To further intensify your keyword research consider going over long-tail keywords SEO strategy to find what suits your business.

Local SEO Audit & Analysis

Once you have the list of the target keywords, you can use a free local SEO audit tool like Moz Local or Whitespark to audit your local SEO presence. This comprehensive audit takes just minutes to run & has the potential to expose hidden issues hindering your local ranking. It’s just like a diagnostic tool, informing you about the potential areas for improvement & ensuring your local SEO foundation is rock-solid.

Bird’s-Eye View to Ranking

Local search is all about location! You should not underestimate the power of proximity. With the assistance of tools like SE Ranking or Rank Ranger, you can track local search ranks easily. These bad boys allow you to track ranking for targeted keywords across different geographical areas too.

Hot Tip: Learning Local SEO is not enough, you must be an expert on how to use “near me” keywords in your local SEO strategy to stay ahead of the competition.

Importance of Online Directories & Local Citations

All the time that I have spent so far in the SEO industry, I understood one thing – the power of citations. A key factor for boosting your local online presence. To be more precise, think of them as digital word-of-mouth for your business. How to build local citations?

Check Out Your Current Status

First things first, leverage tools like Moz Local or Whitespark to conduct a comprehensive citation audit of your website. These tools crawl the web & reveal where your business’s NAP syndication (Name, Address, Phone Number) appears across different online directories. Now Imagine searching for a carpenter near you & finding 15 different phone numbers for the same business – not a good experience! It helps you track & take care of the existing citations made for your business.

Importance of a Consistent NAP

Speaking of consistency, make sure that your business’ NAP syndication is identical across every online platform. NAP acts as your business’ visiting card, only digitally. How to do it? Double-check online directories, listings, social media profiles, and the website to ensure every listing shows the same details. Sometimes, a minor error can confuse search engines & throw your rankings into the pit.

Get Listed on Top Directories

Certain directories are like the legend, a must-have for all local businesses – Yelp, Sulekha, Yellow Pages, IndiaMart, JustDial – and every business must claim/create their profiles. Think of these directories as the local business hall of fame! How to optimize? Check existing listings & claim any unclaimed profiles (if any), ensuring your business has a strong presence on these influential platforms.

Remove Duplicate Citations

Duplicate citations with conflicting information can throw a wrench into your local SEO strategy. You can use tools like Moz Local or Whitespark to identify and remove any duplicates. Imagine having two slightly different addresses listed for your business – confusing, right? Try & eliminate these discrepancies, ensuring clear & consistent NAP.

Spy on the Competition

Identify your top local competitors who rank well for relevant keywords using a free tool like SEMrush. These competitors are most probably sitting on a goldmine of citations. How you can use it? Analyze their online presence & use it as a roadmap to build a robust citation profile for yourself.

Industry-Specific Directories: The Niche Advantage

For highly competitive markets, industry-specific directories are the key to success. Imagine a local yoga studio – listings on yoga association websites or fitness directories would be invaluable, right? Identify relevant industry directories & claim listings to strengthen your local SEO.

City/County/State Directories: The Local Touch

I recommend you get listed on city, county, & state-specific directories to add another layer of local authority to your business.

How to Use Google Properties & Tools for Local SEO?

Begin With a Google Business Profile

First things first, create a Google Business Profile for your business & get it verified, & this should be your top-most priority. It’s an easy process & consider it an investment in building trust with potential customers. A verified profile instantly conveys trust & a non-verified profile doesn’t even show up in SERPs.

Overload Your GBP With Correct Information

Next in line, fill up! Think of your GBP as a digital storefront. Dedicate time to filling out every available field in the business profile. PS: Do not forget to include high-quality, relevant photos & videos showcasing your business. These factors are highly responsible for how users experience and evaluate your business.

Choose the Business Category Wisely

You should stick to 2-3 highly relevant categories, (not more) that accurately represent your business offerings. You can also take a peek at your top competitors’ categories to gain strategic insights.

Leverage the Power of Google’s Q&A

Google’s Q&A feature allows users to interact with your business. Consider pre-emptively answering relevant questions to create a comprehensive FAQ section.

Write a Compelling Business Description

Your GBP description is your elevator pitch to the online market. Ensure a keyword-rich, unique, descriptive, & accurate description that effectively communicates your value proposition & business offerings. Make every word count!

Showcase Products & Services

If applicable, use the featured product & service section. Use this functionality to provide descriptive details about what you offer highlighting USPs.

Post Regularly: Stay Top of Mind

Regular posting keeps your profile updated & demonstrates your business’s active presence. Utilize this channel to highlight new products/services, and business offers, or announce upcoming events. Do not forget to optimize your posts as per relevant keywords.

Set up Google Analytics

Ensure GA is set up. A premier analytics tool that helps you unlock valuable insights into website traffic, user behaviour, and local SEO performance.

Enlist Google Search Console – Your SEO Ally

Like I always say, Google Search Console is a website’s best friend. Explore & learn how to use Google Search Console for SEO. This tool helps you analyze SEO traffic, identify website errors, and monitor overall search engine performance.

Google Data Highlighter: Highlighting What’s Important

Consider leveraging Google Data Highlighter. This tool helps search engines understand and accurately display key business information like name, address, phone number, and website URL within search results. This can lead to richer search snippets & improved click-through rates.

How To Use Reviews in Local SEO?

If you are doing local SEO & do want to succeed, You must understand the power of online reviews. They’re the digital word-of-mouth that drives both rankings and customer confidence.

Get Reviews on GBP

Positive reviews are gold for local SEO. Reviews not only build trust with potential customers but also directly impact search engine rankings. How to do that?

To begin with, craft a simple review request email, and personalize it for each client interaction. Next, get your review link from GBP settings & share it with them. You can also suggest your customers to add a few relevant target keywords. Imagine a potential customer searching for “best dry cleaner with free pick-up” – well-placed keywords in reviews can make all the difference in attracting new business!

Showcase Your Reviews

Strategically display your reviews across your website. Instead of a usual static list, work on embedding a dynamic widget that automatically updates. This showcases real-time feedback & authenticity. You can also leverage platforms like Trustpilot that offer sleek and customizable widgets that seamlessly integrate into any website design.

Always Reply Back

Reviews are a two-way street, it is integral that you respond to both positive and negative reviews, and it demonstrates your commitment to customer satisfaction. A personalized touch fosters trust & can even turn a negative review into a positive experience.

How to Optimize Your Website for Local SEO Rankings?

Now, listen up! Here’s a plan to transform your website into a local search magnet. Get ready to see some rankings soar and customer traffic explode!

Add Location Pages: Mapping Your Territory

Search engines & users crave content & context. Build dedicated location pages for each city you serve. These pages become your spokesperson, declaring your presence & expertise in each target area.

Service Pages: Solutions for Every Need

Similar to location pages, each service must have its dedicated landing page. Here you answer potential customer questions, showcase your expertise, and convince them you’re the one.

Technical SEO for Local Ranking: Building a Strong Foundation

Keyword-Rich Title Tags: Title tags are like billboards for search engines. Craft compelling titles optimized for both keywords & clicks (click-baits), ensuring your website gets noticed in search results.
URL Optimization: URLs should be clear, concise, and keyword-rich, with no cryptic codes. Try & keep them user-friendly & search engine optimized.
Image Optimization: Images are powerful, but search engines can’t “see” them. Utilize image alt tags to describe each image, boosting accessibility & SEO value.
Website Structure: A well-organized & structured website is a happy website & ensures a happy user experience (and a happy search engine!).
Internal Linking: Internal links are like bridges within your website. Strategically link location and service pages from the main menu in the header & footer, creating a seamless user experience.
Location Visibility: If you have a few locations, prominently display their addresses in the footer or by using a widget just above the footer, making them readily available across the entire website.
XML Sitemap: Think of an XML sitemap as a directory for search engines. Ensure your website has one & submit it to Google Search Console & Bing Webmaster tools.
Broken Link Check: Broken links are like dead ends. Do a regular scan & fix them, maintaining a smooth user experience.
Structured Data: Structured data (schema markup) helps search engines understand your website & it’s webpages like never before. Implement this code to ensure your business details & offerings are crystal clear.
Mobile-First Friendliness: Use Google’s Mobile-Friendly test to ensure your website offers a seamless experience for mobile users, a crucial factor for local SEO success.

Additional Tips for Local SEO Domination

Visible & Clickable Phone Number: A prominent & clickable phone number builds trust & increases conversions.
Call Tracking: Call tracking allows you to measure the effectiveness of your local SEO efforts, demonstrating the return on investment.
Root Domain Power: While subdomains can work, they can also create confusion. For optimal local SEO, try to keep all landing pages on your root domain.

How Content Helps in Local SEO?

Utilize a Content Calendar

To keep your local SEO efforts humming, create a killer content calendar. This ensures consistent content creation, keeping your website top-of-mind with local searchers. Think in terms of hyper-local, audience-centric content that resonates with the specific needs of the customers.

Keep Your Services in Spotlight & Local Buzz

Craft blog posts that delve into trends & local news relevant to your niche. Here’s the bonus: fresh, valuable content attracts backlinks naturally. People link to informative blogs, not just service pages. Imagine your website becoming a hub for local industry knowledge. Fun, right?

How does Link Building help in Local SEO?

I understand the importance of building strong local backlinks but do you? These are votes of confidence from other authoritative websites, letting search engines know your website is a trusted one.

Partner with Local Bloggers

Local bloggers are like neighbourhood celebrities. Aren’t they? Instead of a cold email pitch, build genuine relationships. How to do that? Offer to provide your product or service for a review or collaborate on a guest post highlighting your expertise. This helps you score valuable backlinks from a trusted local source.

Cultivate Testimonial Links

Identify similar businesses and reach out with a testimonial about their positive impact on your operations. Most likely, these businesses will display testimonials on their websites, including a link back to your site.

Prioritize High-Traffic Backlinks

Not all backlinks are created equal. While quantity plays a role, prioritizing quality is paramount. Use tools like SEMrus or GA to analyze website traffic before pursuing a backlink. By securing backlinks from these high-traffic websites, you can amplify your local SEO impact.

Before you deep dive into building backlinks, read & learn in detail about what is parasite SEO.

Leverage Local Events and Sponsorships

Building local links often involves stepping outside the internet. Tap into the power of community engagement. Explore sponsorship opportunities for local events, meetups, or clubs. In exchange for sponsorship, most organizations will display your logo & link back to their website. This not only strengthens your local SEO but also fosters brand awareness.

To Sum Up

What did we learn? Implementing a robust local SEO strategy can significantly boost your online presence & attract more local customers. By following these steps, you can optimize your website, build a strong online reputation, & piggybank on the power of Google My Business to climb the local search rankings.

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