With over 46% of online searches driven by local intent, local businesses must prioritise their local SEO strategy to stay competitive. Effective local SEO enhances visibility in search results, making it easier for nearby customers to find and engage with your business.
If you’re new to local SEO, you might be unsure where to begin. This comprehensive checklist provides step-by-step guidance to help you master local search, covering everything from optimising your Google My Business profile and building local citations to creating local content and gaining customer reviews. By following these steps, you can improve your local search rankings and attract more local customers to your business.
Understanding How Local SEO Works
Google holds a commanding 83% share of the search market, underscoring the importance of prioritizing Google Search in any local SEO strategy. When it comes to Google’s Local Search algorithm, understanding its three pivotal ranking factors—Proximity, Relevance, and Prominence—is essential.
Proximity refers to the physical distance between the searcher and the business location. The closer a business is to the searcher, the more likely it is to appear in local search results for relevant queries. Relevance evaluates how well a business matches the user’s search intent and query. Optimizing your business information, including keywords, categories, and content, helps enhance relevance.
Prominence measures the authority and credibility of a business. It considers factors like online reviews, citations from reputable sources, and the overall visibility of the business across the web. Building a strong online presence through consistent business listings, positive customer reviews, and active engagement on social media can significantly boost prominence.
To effectively leverage these factors, it’s crucial to implement a systematic approach to local SEO. This involves a detailed local SEO checklist that ensures all aspects of your strategy are covered. From optimizing Google My Business profiles to enhancing website content with local keywords and obtaining quality backlinks from local directories, each step contributes to improving local search rankings and attracting more relevant traffic to your business.
By systematically addressing Proximity, Relevance, and Prominence through a structured local SEO checklist, businesses can enhance their visibility in local search results, improve user engagement, and ultimately drive more conversions and sales. This approach not only enhances productivity but also increases the likelihood of achieving success in local SEO campaigns.
Initial SEO Strategy and Setup
Creating a Local SEO Strategy
When starting out, it’s crucial to begin by organizing your client’s business information and web properties thoroughly. Ensure you have accurate details for all operational locations to avoid issues down the line. Imagine investing months in SEO efforts only to discover discrepancies in contact details or undisclosed additional locations.
Businesses generally fall into one of four categories:
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Single Location with a Physical Address:
For businesses operating from one location, the strategy is straightforward. Establish a single Google Business Profile with a verified physical address.
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Multiple Locations with Physical Addresses:
Businesses with multiple locations require separate Google Business Profiles for each site. Each profile should feature a unique address, phone number, and dedicated landing pages.
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Single Location with a Service Area (No Physical Address):
If a business operates from a single location but prefers not to display its address, it can opt to hide it while showcasing the service areas served. However, having a physical address can often benefit SEO rankings.
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Multiple Locations with Service Areas (No Physical Addresses):
When managing multiple locations with service areas but no physical addresses, ensure there’s no overlap in coverage areas. Google typically prioritizes and displays the most prominent location if overlaps occur.
Top Tip: BrightLocal Academy provides a free course on mastering local keyword research. With over 2.5 hours of video content, it’s an invaluable resource to help identify optimal keywords for local SEO campaigns.
1. Analyzing Keyword Positions
Start by inputting your list of keywords into BrightLocal’s Local Rank Tracker. This tool provides insights into your clients’ website rankings across Google, Google Maps, Bing, and Bing Local. You can also customize these reports to reflect your branding.
2. Conducting a Comprehensive Local SEO Analysis
Once the rank tracker is set up, perform a thorough local SEO analysis using BrightLocal. This analysis, which only takes a few minutes, can be scheduled weekly to monitor key metrics essential for your local SEO campaigns.
3. Utilizing Local Search Grid for Business Rankings
Regularly monitor rankings using the Local Search Grid. This tool is crucial because Google’s search results are influenced by user location, impacting SERP (Search Engine Results Page) rankings. The Local Search Grid provides a comprehensive overview of your client’s rankings, impressing them with detailed insights.
With a solid local SEO strategy in place and an understanding of your client’s current rankings, you’re now prepared to execute SEO tasks that will drive their rankings upward.
Online Directories and Local Citations
4. Scan and Audit Your Current Citations
Citations are crucial for establishing credibility in local SEO. Google relies on them to verify a business’s legitimacy. Imagine searching for a business and finding multiple phone numbers listed online—it’s confusing and undermines credibility. Use BrightLocal’s Citation Tracker to audit and document your current citations.
5. Ensure Consistent NAP Details
Consistency in Name, Address, and Phone Number (NAP) is paramount for local SEO success. Verify that each location maintains accurate and uniform NAP information across all directories. Pay close attention to business hours and website URLs to ensure consistency.
6. List Your Business on Top Directories
Establish a presence on essential general directories like Yelp, Manta, and Foursquare. Ensure your business is listed on these platforms unless it’s already there. These directories provide broad exposure and help strengthen your local SEO efforts.
7. Remove Duplicate Citations
Duplicate citations can confuse search engines and harm your local SEO efforts. Identify and eliminate duplicate listings to streamline your online presence. When creating new citations, ensure they do not duplicate existing ones.
8. Identify Citation Opportunities from Competitors
Analyze competitors ranking well for your target keywords. Emulate their success by securing citations from the same directories they use. This strategy can enhance your visibility and authority in local search results.
9. List Your Business on Industry-Specific Directories
Industry-specific directories are invaluable for businesses in competitive markets. Ensure your business is listed on relevant directories within your industry to attract targeted local traffic.
10. Explore City/County/State-Specific Directories
Consider listing your business on local directories specific to your city, county, or state. While not always necessary, these directories can be pivotal if traditional SEO efforts plateau.
Explore more insights on local SEO with our comprehensive guide: A Beginner’s Guide to Local SEO – Free Online Course.
Google Properties and Tools
11. Set Up and Verify Your Google Business Profile
Establishing your Google Business Profile early on is crucial. Verification can be challenging; you may need to verify your address via a mailed postcard, even if you choose not to display it.
Pro Tip: Explore BrightLocal Academy’s free course on Creating, Optimizing, and Managing Google Business Profiles for comprehensive guidance.
12. Complete Your Google Business Profile
Fill out every available field in your Google Business Profile thoroughly. Include high-quality photos that showcase your business to enhance the customer experience and credibility.
13. Select Relevant Categories
Carefully choose two or three appropriate categories for your Google Business Profile. Analyze competitors’ categories using BrightLocal’s Local Search Grid for strategic insights.
14. Utilize Google’s Q&A Feature
Engage with users through Google’s Q&A. Monitor and respond to questions to build a helpful FAQ section that enhances your business’s online presence.
15. Craft a Detailed Business Description
Your business description should be unique, descriptive, and accurate. Take the time to create a compelling overview of your business for potential customers.
16. Highlight Products and Services
Use the Products and Services section of your Google Business Profile effectively. Provide detailed information to inform and attract potential customers.
17. Regularly Post Updates
Posting updates on your Google Business Profile demonstrates activity and engages users. Leverage this free feature to promote events, offers, and news about your business.
18. Set Up Google Analytics
Implement Google Analytics to track and analyze digital marketing efforts, including local search performance. Prepare for the transition to Google Analytics 4, replacing Universal Analytics in July 2023.
19. Activate Google Search Console
Use Google Search Console to monitor SEO performance, identify issues, and optimize your client’s website for better search engine visibility.
20. Monitor Your Profile Regularly
Establish a schedule to monitor and update your Google Business Profile regularly. Stay responsive to user interactions and adapt to Google’s algorithm updates.
21. Utilize Google Data Highlighter
Employ Google Data Highlighter to emphasize essential business information such as Name, Address, Phone Number, and URL. Learn more about optimizing data for local businesses on the Google Help Center.
Review Generation
22. Generate Reviews for Your Google Business Profile
Accumulating reviews enhances your search ranking and boosts click-through rates on your Google Business Profile. Utilize BrightLocal’s Get Reviews tool to facilitate review generation and establish trust with potential customers.
23. Display Reviews on Your Website
Enhance credibility by showcasing reviews directly on your website. Embedding a widget that automatically updates provides a genuine, unfiltered stream of customer feedback, bolstering your business’s reputation.
24. Respond to Customer Reviews
According to the latest Local Consumer Review Survey, consumers value businesses that engage with feedback. Make it a priority to respond to reviews promptly and professionally to foster positive customer relationships.
25. Encourage Detailed Reviews
When soliciting reviews, encourage customers to include specific details about their experience. Incorporating service and location keywords can improve both search rankings and conversion rates. Note that keywords from reviews may be highlighted in search engine results, enhancing visibility.
Website Optimization
26. Create Location Pages for Each City You Serve
Search engines rely on your website to understand your business scope. Location pages clarify the areas you cater to, improving local search visibility.
27. Develop Service Pages for Each Offered Service
Like location pages, dedicated service pages answer customer queries and demonstrate how your services address their needs effectively.
28. Optimize Title Tags
Craft concise, keyword-rich title tags that enhance page relevance and attract clicks, boosting SEO performance.
29. Optimize URLs
Ensure URLs are succinct and include relevant keywords without unnecessary repetition.
30. Optimize Images
Use descriptive alt tags for images to aid search engines in understanding their content, benefiting both SEO and accessibility.
31. Structure Your Site’s Navigation
Organize your main navigation logically to improve user experience and align with SEO best practices.
32. Link Location Pages in Your Menu
Integrate links to all location pages in your main navigation or footer for easy access and improved SEO visibility.
33. Link Service Pages in Your Menu
Similarly, link to all service pages prominently in your website navigation to enhance user navigation and SEO.
34. Display Location Data Across Your Site
Include addresses for each location in the website footer for consistent visibility across all pages.
35. Verify Your XML Sitemap
Ensure your website has an up-to-date XML sitemap and submit it to Google Search Console and Bing Webmaster Tools.
36. Fix Broken Links
Regularly audit and fix broken links to maintain website health and improve user experience.
37. Implement Structured Data (Schema)
Incorporate Local Business schema markup in your website’s header to provide search engines with crucial business information.
38. Test Mobile Compatibility
Use Google’s Mobile-Friendly Test tool to assess and optimize your website for mobile usability, crucial for SEO in Google’s mobile-first index.
39. Ensure Visibility of Contact Information
Make your phone number prominently visible and clickable on your website to enhance user trust and increase conversions.
40. Set Up Call Tracking
Implement call tracking to measure the effectiveness of your local SEO efforts in generating leads and conversions.
41. Maintain Uniform URL Structure
Avoid using subdomains and keep all pages on the root domain for better site organization and SEO performance.
Content
42. Develop a Content Calendar
Maintaining a content calendar ensures consistent publication of high-quality content, aligning with your local SEO objectives.
43. Create Content Relevant to Your Services and Service Area
In addition to service and location pages, publishing blog posts on industry trends or local developments enhances your authority and attracts natural backlinks, crucial for SEO.
Link Building
44. Engage with Local Bloggers
Connect with local bloggers by offering them product or service reviews or guest posting opportunities on their blogs, ensuring they link back to your site for attribution.
45. Utilize Testimonial Links
Provide testimonials for products or services you’ve used, leveraging these opportunities to secure valuable backlinks.
46. Acquire Backlinks from High-Traffic Websites
Prioritize backlinks from websites with substantial search engine traffic, typically around 1,000 monthly visitors, to enhance your site’s credibility.
47. Explore Event Sponsorships, Local Meetups, and Clubs
Strengthen your local presence by sponsoring events, meetups, or local clubs. This involvement not only supports community engagement but also secures backlinks from their websites, boosting local visibility.
Stay Up to Date With Local SEO
48: Subscribe to the BrightLocal Newsletter!
While new features, tactics, and algorithm updates are frequent in local SEO, the fundamentals outlined in this checklist remain crucial for your local SEO efforts. Stay informed about all things local by subscribing to our newsletter.
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