Ranking signals are constantly changing in value and importance to better provide the best products and services that local companies have to offer to the consumers on the internet. According to Moz the Local 3-Pack top signals are My Business Signals at 19% (Up 5% in just 2 years), Link Signals (down 1% in 2 years), and On-Page Signals (down 7% in only 2 years!).
By analyzing what these ranking signals, we can understand that Google is is attempting to provide the most relevant, highly rated company in order to ensure maximum satisfaction from consumers. However, the primary local ranking signals in search are Link Signals (29%), On-Page Signals (24%), and Behavioral Signals (11%), showing that Google cares more than ever about what other trustworthy, relevant sites think about your company and whether your information is accurate from the NAP, titles, heading, click-through-rate, and conversions.
We’re going to talk you through the local SEO techniques that we implement across all of our brick and mortar, small business campaigns that have brought successful results for our current and past local business clients.
We’ll begin by explaining Local SEO and how it differs from standard SEO, also known as National SEO.
What Is Local SEO?
Local SEO is an effective way to place your localized business high on the search results for products and services in a targeted area. Companies of all sizes can take advantage of Local SEO strategies to rank on search engines like Google and Bing, by building powerful profiles on trusted business directories such as Yellow Pages, Yelp, Superpages, Foursquare, BBB, Bing Places for Business, and Google My Business, generating reviews with happy customers, creating useful content, products, and services, and connecting with their customers through social media.
Gone are the days of door-to-door marketing, leaving brochures on front porch, and purchasing ads in your local newspaper. By working with our Local SEO company, you can reach thousands of more customers quickly, efficiently, and create a solid return-on-investment in a timely fashion.
Local SEO services are extremely targeted to the area near your business, and shouldn’t be used to replace national or international marketing efforts. However, if you want to reach new potential customers in your local neighborhood of 5, 10, or even 20 miles of your business, then local SEO is a great digital marketing platform to allow you to position yourself in front of customers on search engines like Google.
Google My Business Management
Our first step is to verify that you have a Google My Business page set up, the information on your Google My Business page is complete, accurate, and being regularly updated with images, videos, fresh content through posts and offers, and that your holiday hours are kept up to date. We also want to make sure that your Google Analytics and Adwords accounts are properly connected to your account.
Local Link Building
Getting relevant links to your website from authoritative sites and blogs in your marketing is as important in Local SEO as it is in National SEO, and there are many effective techniques that we use to create quality links to your site.
At Nickel SEO we make sure that all the content on your site is highly relevant, detailed, and valuable for your target audience, promote that content to influencers and leaders in your industry, and engage with current and previous customers.
By sharing and connecting with others, your content will generate a snowball effect over time that increases the effectiveness of every action we take in your local SEO campaign.
Local On-Page SEO Factors
On-page SEO has a surprisingly powerful impact on rankings for local businesses with many of the techniques being simple, highly effective points. We won’t go into all the different on-page SEO factors that affect local businesses, but we’ll cover some of the most important points we apply to most local company sites:
- Using your targeted keyword in your URL.
- Using your City, plus your targeted keyword in your title tags.
- Using your City, plus your targeted keyword in your H1 tags.
- Using your City, plus your targeted keyword within your content fluidly.
- Using related-to and LSI keywords throughout your content as they fit.
- Inserting your targeting keyword into your ALT tags on images.
- Using Schema mark-up properly on your home page.
- Creating effective content Silo’s with internal linking.
- Using external links to highly targeted sites based on the content of your individual pages.
- Embed a Google Map on your contact page.
Optimizing Local Citations For NAP
Consistent local citations for NAP (Name, Address, Phone Number) create a pillar of trust for Google and other search engines to accurately provide their users information about the local businesses in their area. While Google has its’ own location where you can edit your business information, it also pulls from more than 70 different citation resources!
To have an effective local SEO campaign, your key business information needs to be consistent across every different system. In order to properly manage your local citation profiles, we use the Yext listing management tool to regularly update, optimize, and push out new content, images, service updates, and even manage new reviews across 70+ sites for your local business citations at the same time.
How to Get Local Reviews
Maximize your business’s local reputation with genuine Local Reviews that build trust and drive customers to your company.
Ask yourself: Would you rather hire a 3-star lawyer that has worse ratings than the fast-food burger joint around the corner or a 4.8-star lawyer with 98 reviews backing her up as the best in the area according to real customers that left their experiences to help you decide on hiring her.
These reviews won’t save a terrible company with poor service. But, if you have quality service and products that you want people to take a chance on, then your local business needs positive local reviews that sway more customers to your door.
If you’re looking to build a powerful online presence in your local neighborhood and want to have a profile that people trust and are willing to call, then Nickel SEO can help you build a reputation that everyone can count on.
Leveraging Consumer Local Search Behavior
From the beginning, we focus on leveraging consumer local search behavior in your specific location, to maximize traffic to your site, the clicks, and conversions.
We first look to see whether your customers come to your office (i.e. lawyers, dentists, doctors, stores, etc.) or if you provide services to your customers at their location (i.e. painters, plumbers, movers, foundation repair companies, etc.) Based on that we determine what radius should we target for your business, to see how far customers would be willing to travel to you, or how far you’re willing to travel to visit your customers at their location.
Next, we discuss your ideal customer with you as we compare these travel distances with the local price points of your competitors in mind, to ensure that your localized business is able to provide quality level service that’s also a great price for your customer.
Finally, we need to check out your customers actions on your site. We answer several important questions that guide the design and user experience optimization of your site.
- Where did your website visitors come from?
- What were they searching for on your website?
- Did your customers find what they were looking for on your website?
- What’s your conversion rate?
- Where in your funnel do improvements need to be made?
Our expert local search analyst can accurately put together a profile on your average customer, the current state of your funnel based on their behavior, and how to leverage their behavior to increase your sales.
Personalization and SEO
We believe that every customer should have a personalized experience that allows them to easily maneuver through your website, find what they’re looking for with sufficient information to be able to make a purchase, and consequently a conversion for your business.
To improve the effectiveness and efficiency of your site, we optimize it using search engine optimization that starts before they even click on the link to your website. Through analytics and conversion tracking, we continually work to increase your customer satisfaction and the opportunity to make recurring sales to previous and current customers.
Maximizing Social Media Engagement
It’s well-known that social media engagement is an important metric that’s rapidly growing into some of the space of business directories. While reviews on those local directories show consumer happiness, social media engagement can be just as effective a metric in measuring the success and ability to provide excellent products and services to the consumer.
We track and offer social media engagement strategies that help you to rank your local business not only in search engines, but also in the social spheres of Facebook, Instagram, Twitter, Google+, and LinkedIn.
At Nickel SEO, we agree with top marketers and leaders like Neil Patel who recommend that you diversify your marketing campaigns, so that when the next algorithm changes, and possibly hurts your business campaign, that you’re not left unable to recover.
What Our Clients Say About Our Work
Benjamin was great. He helped with my website and marketing. Couldn’t be happier.
Benjamin did a wonderful job on my website design and helping me with the maintenance and the SEO as well!
Benjamin created a magnificent and professional website for my company.
Nickel SEO did a fantastic job building my site, I am very pleased thank you Benjamin.
He is brilliant, fast, effective and his follow-through is better than anyone I’ve ever worked with.
Nickel SEO had done a fantastic job for our organization.
I have had the most wonderful results with Benjamin and his team at Nickel SEO marketing services.