Rehab Local SEO
Rehab Local SEO Company Improving Your Local Search Rankings
Google and other top search engines strive to bring the most relevant search results to their users. Recently, they have been harnessing the power of global positioning systems (GPS) to offer locally optimized search results, even if they aren’t necessarily indicated in the user’s search. Google My Business and Google Maps are two of the best ways to generate local leads for your company.
This is helpful for searchers and for businesses. Local searchers are often more likely to visit your business and make a purchase than a non-local searcher. Better rankings in local searches are an excellent way to attract more nearby customers. However, it also means that, in addition to organic SEO efforts, businesses must make local SEO a priority as well. Conversion Metrics employs a number of different strategies to improve your local rankings and, ultimately, get you more customers.
What is the purpose of a local SEO audit
Before diving in to improving local search rankings, a local SEO audit is conducted to determine if and where the company is presently listed on the web. These listings must be checked for accuracy and for optimization. Next, we determine what opportunities are not currently being taken advantage of and develop a strategy to boost our client’s local rankings.
Accuracy of NAP data
Because of this move toward GPS-influenced results, it is absolutely essential that business name, address, and phone number (NAP) data are accurate and up-to-date. Perhaps your business moved and a handful of profiles you forgot you are not updated. Conflicting NAP results will confuse search engines and prevent your site from ranking.
Daily posting to Google My Business
Google My Business (GMB) is a premier resource for businesses, particularly those with brick-and-mortar locations. The GMB profile can be optimized to improve local rankings, include NAP information, hours, business area categories, and an introductory description, which can include links to your webpage. Businesses can also post to their GMB profile daily in order to increase their business citations and increasing optimization.
Google My Business optimization
Optimization for GMB requires accurate NAP information, frequent business posting, and reviews. An image of your storefront is also helpful. SEO for GMB is primarily determined by the number of business citations and reviews a company has on its profile. Business citations are listings on other third party websites, which should match the information in your GMB profile. Requesting that customers provide honest reviews is another great way to increase your local rankings.
Getting business reviews
There are a number of ways to encourage customers to review your business. Creating simplified links to send out to clients via text or email is an easy and convenient method. Following up with a second text or email is advisable. Your customers are busy people, and a gentle reminder is a considerate way to let them know their feedback is appreciated. Be sure to let the client know how important their review is to your business and how much you appreciate their taking the time to complete one. It is important to note that you should not have customers complete reviews on your company’s phones or computers as Google pays attention to the IP address to prevent spamming. If a customer wants to complete a review while in the store, encourage them to do so from their personal cell phone.
Evaluating Your Web Presence through a Local SEO Audit
According to BIA/Kelsey, 97% of consumers use online media to shop locally. While at home, in the office, or on the street, consumers are increasingly relying on local search results, usually through Google Maps, to choose businesses in almost every industry. It is essential that your online business listings are accurate and optimized. Conversion Metrics recommends a comprehensive local SEO audit to determine what exactly is getting in the way of your site ranking in Google Maps and how to remedy those issues.
What is a local SEO audit?
Through our local SEO audit, Conversion Metrics crawls all business listings that link back to your site based upon your company’s name, address, and phone number (NAP). The following are common issues we identify in a local SEO audit:
Duplicate and unverified Google My Business (GMB) pages
Frequently, businesses have failed to claim or verify their GMB profile. This is an opportunity you cannot afford to miss. GMB is an essential vehicle to improve local search rankings. Additionally, if there are multiple GMB profiles for the same business, those profiles must be merged.
Un-optimized or incorrectly optimized GMB listings
Businesses must take advantage of everything GMB offers in order to optimize your business. This includes listing under the appropriate categories for your industry and completing all sections of the profile. The introduction section, in particular, can and should be linked to your webpage.
No interior, exterior, or team pictures in GMB profile
Having the right images in your GMB profile is a crucial piece of local SEO. You want to include pictures of the interior and exterior of your building for identification and to promote your welcoming environment. Photos of your team are also helpful, as they can be linked to bios on your website.
No Google Street View – Certified Photographers video
Customers like to know what they can expect when visiting a new business for the first time. Including a certified video tour of your business increases visibility and increases the likelihood that a potential customer who views your profile will come to your location.
No daily posting to GMB in relevant categories
Businesses need to engage their audience on a consistent basis. This is done through posting unique content to your GMB profile and should be done daily. These posts can also be shared on your business’s social media profiles. In addition to creating engagement, these posts are an opportunity to boost local and organic SEO through keywords and backlinks.
No engagement from relevant communities to GMB page
When other businesses in your niche interact with your GMB profile, this increases your visibility and authority. We share product specific content with Google communities in your niche to drive engagement and social shares of your GMB content.
No Google Plus reviews
Both consumers and search engine algorithms want to see reviews on your GMB profile. We train your team on the best ways to request local reviews from your customers.
Understanding the Difference Between Organic and Local SEO
Conversion Metrics uses a combination of organic and local SEO to drive engagement to your site, increase search rankings, and achieve the ultimate goal of getting you more customers. Here is an overview of the key differences between organic and local SEO, as well as areas where they overlap.
What is organic SEO?
Organic SEO refers to optimization efforts that result from natural engagement of users and other sites with your page. This is in contrast to pay-per-click (PPC) strategies and so-called “black hat SEO” methods, which can be penalized by search engine algorithms and actually hurt your rankings. Organic SEO consists of:
SEO content strategy - Extensive research goes into developing an SEO content strategy that identifies the relevant key terms for your niche. From there, an effective content marketing plan can be developed, including latent semantic indexing (LSI) keywords and effective topics. Content marketing efforts must provide value and engagement to the reader in order to adhere to Google quality control standards.
Local organic search results - Local organic search results are local listings that appear mixed in with organic results. To rank here, organic SEO has to be solid in addition to having your business location established. This type of SEO involves national, state, county, and city level geo-modified keywords.
On page optimization - The content and structure of your website needs to be arranged in a way that makes it easy for Google and other search engines to understand what your page is about. This includes appropriate titles and headings, the right key phrases, and effective structure, such as pagination.
Link building - Through our link building service, we increase the number of high-quality backlinks to your site to increase both your reach and your trust flow. These two factors are major determinants in improving your organic search rankings.
Local SEO tips
Local SEO is reserved for businesses with brick-and-mortar locations and is an excellent way to generate local leads. When properly optimized, local search results, like Google Maps and the exclusive Google’s Local Three Pack, increase the likelihood that the potential customers in your locale will come to you instead of lower-ranking competition. The following tips are important to consider when aiming to improve local rankings:
- Your on-site content must be properly optimized with relevant search terms.
- Take advantage of all local business profile opportunities, especially Google My Business.
- Share your business profile on social media sites to increase reach.
- Engage regularly with your audience through your local listings.
- Encourage satisfied customers to provide reviews.
Benefits of local SEO
Local SEO is all about increasing your visibility among customers that are geographically in range of your location and looking for a business of your type. These searchers are highly likely to become customers. The goal is to get your business into Google’s Three Pack, the top 3 locally ranked search results. Previously Google displayed seven results, so the competition for the top three spots has become even more rigorous. Our local SEO company prides itself helping websites become authoritative in their niche.
Google My Business (GMB) optimization
Your Google My Business profile is a free resource every building with a physical location has access to. These profiles are an effective way to improve local search rankings if they are properly optimized. This is determined by the accuracy of the information on your profile, the right keywords and links being present, and ongoing two-way engagement by means of daily postings and reviews from customers.
When your business and address information is listed on a site other than yours, this is known as a business citation. As mentioned above, GMB is essential; but other listings, such as yellow pages, chamber of commerce directories, and others are all opportunities to increase your business citations. The more citations you have, the better your local rankings, so long as they are accurate, consistent, and part of a larger SEO strategy.
Google Plus reviews
Reviews are a powerful tool, not only for boosting local search rankings, but also for gaining customer trust. Having a strategy to obtain regular, positive reviews from customers is essential, and all employees of your company that interface with clients should be informed of that strategy and process.
Google My Business daily posting
Your GMB profile is not a static resource. Businesses need to be posting inside of GMB with relevant content linking back to your webpage on a daily basis. These posts can be shared on social media pages, increasing your reach as well as your backlinks. These efforts will help to push your site in local search results.
While organic SEO focuses on your webpage and its rankings, local SEO centers on getting your business to appear in the top three local search results on Google. These efforts work independently and interdependently. The synergy of organic and local SEO, when implemented properly, is what sets your business’s online presence apart from the competition.
Let our experienced professionals conduct your local SEO audit to improve rankings
The sooner we understand what is preventing your site from ranking in local listings through a comprehensive local SEO audit, the sooner we can get to work in improving those rankings and getting you more local leads.