Crafting a Local SEO Strategy – Step-by-Step Guide for Agencies

Crafting a Local SEO Strategy – Step-by-Step Guide for Agencies

Initial Assessment and Goal Setting

Crafting an effective Local SEO strategy begins with a thorough initial assessment and clear goal setting. Here’s how to approach this critical first phase:

Conducting a Local SEO Audit

  1. Current Local Ranking:
    • Objective: Determine the client’s current position in local search results for relevant keywords.
    • Method: Use SEO tools to track rankings on Google Maps and local search results. Analyze competitor rankings to identify the competitive landscape.
  2. Citation Analysis:
    • Objective: Assess the consistency and accuracy of the client’s business listings across the web.
    • Method: Utilize citation tools to scan local directories, social platforms, and data aggregators. Identify discrepancies in NAP (Name, Address, Phone Number) data and areas with missing listings.
  3. Review and Reputation Evaluation:
    • Objective: Understand the client’s online reputation through customer reviews and feedback.
    • Method: Analyze reviews on major platforms like Google My Business, Yelp, and industry-specific sites. Note overall rating, frequency of reviews, and response rates.
  4. Website Local SEO Performance:
    • Objective: Evaluate the website’s optimization for local SEO.
    • Method: Check for localized content, mobile-friendliness, site speed, schema markup, and NAP consistency on the website. Use SEO tools to identify technical SEO issues affecting local visibility.

Setting Clear, Measurable Goals

  1. Visibility in Local Pack:
    • Goal: Achieve or improve visibility in the Google Local Pack for key search terms.
    • Metrics: Track rankings for targeted local keywords, aiming for top 3 positions in the Local Pack.
  2. Increase in Local Organic Traffic:
    • Goal: Boost the volume of local organic search traffic to the website.
    • Metrics: Use analytics to measure increases in site visits from local search queries. Monitor specific landing pages designed for local visitors.
  3. Improvement in Online Reviews and Ratings:
    • Goal: Enhance the quantity and quality of online reviews.
    • Metrics: Set targets for the number of new reviews per month and improvement in average star ratings. Track the implementation of a review management strategy to increase positive reviews and effectively address negative ones.

Optimizing Google My Business (GMB) Listing

Here’s how agencies can effectively optimize GMB listings for their clients:

Claiming and Verifying GMB Listing

  1. Search for Existing Listings: Before claiming a new listing, search to ensure the business doesn’t already have one that can be claimed. This prevents duplicates, which can confuse customers and dilute SEO efforts.
  2. Claim the Listing: If no listing exists, claim the business on Google My Business by following Google’s step-by-step process. This involves selecting or adding your business on Google Maps and then claiming it through the GMB interface.
  3. Verification Process: Verification is usually done via a postcard sent to the business address with a code, although some businesses may qualify for phone or email verification. Promptly completing this step is crucial for gaining control over the listing.

Completing Every Section of the GMB Profile

  1. NAP Details: Ensure the Name, Address, and Phone Number are accurate and consistent with other online citations. This consistency is critical for local SEO.
  2. Business Categories: Choose the most accurate categories for the business. The primary category is especially important as it significantly influences the types of searches your listing will appear in.
  3. Business Hours: Regularly update business hours, including special hours for holidays or events, to keep customers informed and manage expectations.
  4. Description and Attributes: Write a compelling business description and select relevant attributes (e.g., free Wi-Fi, outdoor seating) that help potential customers understand what makes the business unique.
  5. Photos and Videos: Regularly upload high-quality photos and videos that showcase the business. Visual content can improve engagement and click-through rates from the GMB listing.

Regularly Updating GMB with Posts, Offers, and Events

  1. Utilize GMB Posts: Share updates, offers, news, and events through GMB posts.
  2. Offers and Promotions: Use GMB to highlight special promotions, discounts, or offers.
  3. Event Promotion: For businesses hosting or participating in events, GMB is an excellent platform for promotion, helping to increase visibility and attendance.

Encouraging and Managing Customer Reviews

  1. Soliciting Reviews: Encourage satisfied customers to leave reviews by integrating requests into post-purchase emails, receipts, and on the business’s website. Always follow Google’s guidelines for soliciting reviews.
  2. Responding to Reviews: Regularly monitor and respond to reviews, both positive and negative. Personalized responses demonstrate that the business values customer feedback and can positively impact potential customers.
  3. Managing Negative Feedback: Address negative reviews professionally and promptly. Offer to resolve issues offline if necessary, which can sometimes lead to customers updating their review more favorably.


Website Localization

Ensuring NAP Consistency across the Website

  • Audit and Update: Conduct a thorough review of the entire website to ensure that the Name, Address, and Phone Number (NAP) information is consistent on every page, especially on contact, footer, and about us pages.
  • Use a Site-Wide Footer: Incorporate the NAP information into a site-wide footer to ensure it appears on all pages.
  • Local Business Schema: Implement Local Business Schema markup on your site to provide search engines with detailed local business information, enhancing visibility in local search results.

Creating Location-Specific Pages

  • Service Areas: For businesses serving multiple locations, create dedicated pages for each location. These pages should include location-specific NAP details, services offered, testimonials from local customers, and localized content.
  • Optimize Page Titles and Meta Descriptions: Include the city or region name in the page titles and Meta descriptions to improve local search visibility.

Implementing Local Schema Markup

  • Structured Data: Use schema.org vocabulary to add Local Business Schema markup to your site. Include details like business type, address, opening hours, and aggregate ratings to enhance rich snippets in search results.
  • Test Your Markup: Use Google’s Structured Data Testing Tool to ensure your schema markup is implemented correctly and is free of errors.

Optimizing for Mobile Users

  • Responsive Design: Ensure the website uses a responsive design that automatically adjusts to fit the screen of any device, providing a seamless user experience for mobile visitors.
  • Speed Optimization: Implement speed optimization best practices, such as compressing images and leveraging browser caching, to improve page load times on mobile devices.
  • Click-to-Call: Add a click-to-call button to make it easy for mobile users to contact the business directly from the search results.

Local Content Creation

Developing a Content Plan with a Local Focus

  • Understand Your Audience: Research and understand the local audience’s interests and pain points to tailor your content accordingly.
  • Content Calendar: Develop a content calendar that schedules the publication of local-focused content, such as localized blog posts, local news coverage, and guides tailored to the local audience.

Incorporating Local Keywords and Phrases

  • Keyword Research: Use local SEO tools to identify relevant local keywords and phrases that potential customers are using to find businesses like yours.
  • Naturally Integrate Keywords: Seamlessly integrate local keywords into your content, including blog posts, page titles, Meta descriptions, and URLs.

Promoting Local Events and Community Involvement

  • Event Coverage: Create content around local events, sponsorships, or community projects your business is involved in. This not only boosts local visibility but also demonstrates your investment in the community.
  • Social Media Integration: Leverage social media platforms to promote your local content and engage with the local community. Share updates about local events, participate in local conversations, and highlight local stories.

Citation Building and Management

Local citations, mentions of a business’s name, address, and phone number (NAP) on other websites, play a crucial role in local SEO and can significantly influence a business’s local search rankings. Here’s how to approach citation building and management effectively:

Identifying High-Value Local Directories for Citations

  • Research and Select: Identify directories that are highly regarded in your industry and locality. Focus on those that appear frequently in search results for your target keywords and are relevant to your business’s location and category.
  • Diversify: While it’s important to be listed in major directories like Google My Business, Yelp, and Bing Places, also seek out local directories specific to your city or region and industry-specific directories.

Ensuring Accuracy and Consistency of Citation Information

  • Audit Existing Citations: Conduct an audit of existing citations to ensure that NAP information is accurate and consistent across all platforms. Use tools designed for local SEO to automate this process and identify discrepancies.
  • Update Inconsistencies: Work to correct any inaccuracies or inconsistencies found during the audit. This may involve contacting directory platforms directly or using their provided tools to claim and update listings.

Monitoring and Cleaning Up Duplicate Listings

  • Identify Duplicates: Use citation and SEO tools to identify any duplicate listings in directories. Duplicates can confuse potential customers and negatively impact local search rankings.
  • Remove or Merge Duplicates: Follow the directory’s process for removing or merging duplicate listings. This often involves proving ownership of the business and requesting that the duplicate be removed.


Encouraging and Managing Online Reviews

Online reviews not only influence consumer decisions but also affect local SEO rankings. Here’s how businesses can effectively manage their online review profile:

Implementing a System for Soliciting Reviews from Customers

  • Ask at the Right Time: Develop a strategy for asking customers for reviews at the optimal time, such as after a purchase or service has been completed and the customer’s satisfaction is highest.
  • Make it Easy: Provide customers with direct links to your profiles on review sites to make leaving a review as easy as possible. Consider integrating these requests into follow-up emails, receipts, or your website.

Responding to Both Positive and Negative Reviews

  • Acknowledge and Thank: Respond to all reviews, positive or negative, in a timely manner. Thank reviewers for positive feedback and acknowledge any feedback provided in negative reviews.
  • Address Issues: For negative reviews, offer to resolve the issue offline by providing contact information. This shows other customers that you’re proactive about customer service.

Leveraging Positive Reviews in Marketing Materials

  • Showcase on Your Website: Feature positive reviews prominently on your website, especially on landing pages and near calls to action.
  • Social Proof in Marketing: Use positive reviews in your marketing materials, social media posts, and advertisements. Highlighting real customer experiences can significantly enhance credibility and attract new customers.


Building Local Backlinks

Backlinks from reputable local websites can significantly improve a business’s visibility in local search results. They signal to search engines that a business is a trusted member of the local community. Here’s how to build local backlinks effectively:

Collaborating with Local Businesses and Organizations

  • Partnership Content: Work with local businesses to create content that benefits both parties, such as interviews, joint studies, or collaborative projects, and link to each other’s sites.
  • Local Business Directories: Ensure your business is listed in local directories, chambers of commerce websites, and industry-specific directories that allow backlinks to your site.
  • Community Organizations: Get involved with local charities, schools, or business associations that may feature your business on their website, especially if you offer support, donations, or volunteer.

Sponsoring or Participating in Community Events

  • Event Sponsorship: Sponsor local events, festivals, or conferences, which often include a backlink from the event’s website to their sponsors.
  • Participation and Coverage: Participate in community events and share your experiences on your blog or social media, encouraging event organizers and other participants to share and link to your content.

Guest Blogging on Local Websites

  • Identify Opportunities: Look for local blogs, news websites, or industry-specific sites that accept guest posts. Ensure these sites are reputable and relevant to your business.
  • Provide Value: Offer to write content that provides real value to the site’s audience, incorporating insights from your business experiences, local market trends, or advice relevant to the local community.


Monitoring Performance and Adjusting Strategy

To ensure your local SEO efforts are effective, it’s crucial to monitor performance and be willing to adjust your strategy based on data and feedback.

Setting up Local SEO KPIs and Tracking Tools

  • Identify Key Performance Indicators (KPIs): Common local SEO KPIs include local search rankings, website traffic from local searches, click-to-call actions, and directions requests from your GMB listing.
  • Utilize Tracking Tools: Use tools like Google Analytics, Google Search Console, and specialized local SEO tools to monitor your KPIs and gather data on your local SEO performance.

Regularly Reviewing Performance against Goals

  • Regular Audits: Conduct regular audits of your local SEO strategy to assess what’s working and what isn’t. This includes reviewing your GMB performance, local search rankings, and backlink quality.
  • Performance Reporting: Create regular reports to track your progress over time, highlighting successes and areas for improvement.

Adjusting Strategy Based on Analytics and Feedback

  • Data-Driven Decisions: Use the data from your tracking tools to make informed decisions about adjustments to your local SEO strategy. 
  • Feedback Loop: Incorporate feedback from customers, employees, and business partners into your strategy. This can provide valuable insights into how your local SEO efforts are perceived and areas where they could be improved.