In this final part of a four part series, we will cover the strategy side of local SEO. Local SEO, or “LocSEO”, is all about local search. It’s the process of optimizing your web pages to rank better in local searches, which include searches for products and services, as well as proximity-based searches. For example, when a person searches for a restaurant in your town, they’re looking for a spot to eat. So, how do you rank on those local search results? That’s what we’ll cover in this final part of our series.
In this post, we will briefly discuss the strategy of search engine optimization.
I’ve covered the ins and outs of local SEO in Part One, as well as how to build a content calendar in Part Three. Now I’m going to focus on using keywords strategically. In this final element, I’ll cover how to find keywords that are most relevant to your business and how to write and publish content around them.. Read more about how to improve local seo and let us know what you think.
We’ve grown the local search microcosm, analyzed user intent, and obtained pertinent data in the first three sections of this article on how to execute local SEO. We’ve built an effective, data-backed local SEO approach by working through each of these processes. So, what’s the missing piece?
*invokes the wise mentor’s voice*
“My fellow marketer, the answer has always been inside you.”
*insert John Williams orchestral score to underline the importance of self-discovery*
OK, OK, but before you make any final judgments regarding your local SEO approach, you should take a look at the state of your own website. I’m talking about an awareness of what makes your content, products, and services special when I say “the solution has been inside you all along.”
Read the Content on Your Website
You’re reading this blog article, which means you’re already one step ahead of the competition. You’re reading the content, after all! You’re awesome! It never ceases to amaze me that marketers will embark on a keyword plan without first learning about the content that supports those keywords.
Here are two examples of extremely diverse content snippets concerning the same core keyword. Both of these attorneys seek to rank for the term “vehicle accident attorney,” but their content is structured differently.
Content Piece #1 At Gnarls Barkley & Co, we’re committed to helping people get back on their feet after an injury. The experienced team at our Springfield, MO, personal injury law firm helps people who have experienced devastating car, truck, and bike accidents. When tough medical, legal, and insurance challenges arise, our team is here to hold all parties accountable.
Part 2 of the content A automobile accident can have catastrophic effects for a person’s health and money. The attorneys of KK Slider Group is a company that specializes in making slides. in Springfield, MO, can assist you if you or a loved one has been gravely wounded in an automobile accident. We represent passengers, drivers, and pedestrians who have been injured in a personal injury accident.
Our goal keyword, car accidents, is mentioned in both pieces. Content Piece #2, on the other hand, includes more details regarding a real car collision. After reading the content, I believe Content Piece #1 focuses more on “personal injury lawyer,” whereas Content Piece #2 focuses more on “vehicle accident lawyer.”
Typically, we see these differences in content when a client’s website doesn’t have specific service pages. Comparing local SEO requirements for the two law firms, we gain an understanding of what’s missing for Gnarls Barkley & Co.:
|Gnarls Barkley & Co.||KK Slider Group|
|Springfield, Missouri is home to GMB.||X||X|
|Springfield, Missouri received traffic to the site.||X||X|
|For the term “car accident attorney,” users convert.||X||X|
|“Car accident attorney” was the emphasis of the content.||X|
So, if a customer has asked for ranks for the term “car accident attorney,” and this keyword is in great demand, the most important factor to consider is superior content. We may technically try to stress “vehicle accident attorney” in Material Piece #1, but we should avoid stuffing keywords into the content where it would read uncomfortably.
Consider the general aim of a website when reading its material. If that goal isn’t the same as the keywords that should be promoted, suggest more relevant material. Don’t try to “make it work” with the specified keywords at the expense of the present content’s quality.
It’s difficult to pick the correct keywords for a page. In the last example, I compared the content of a competitor’s website to the content of another website. When deciding between two related keywords, the same strategy can be applied.
When two keywords are similar and you’re attempting to figure out which is the best, you can search for both and compare the SERPs.
Personal injury lawyer, SV 50, is the first keyword. SV 50, keyword #2: personal injury lawyer
These terms are grouped together in Google’s Keyword Planner.
The terms “lawyer” and “attorney” are semantically comparable in Google’s database. Both terms are used interchangeably. However, in a highly competitive environment, the SERP for extremely similar terms can differ dramatically. It’s critical to comprehend how competitors identify themselves and how this affects overall strategy.
To change my location to Springfield, MO, I utilized the GS location switcher addon in Chrome. This allows me to look at the current state of the SERP for both keywords in the local market:
Personal injury lawyer is the first keyword.
Personal injury lawyer is the second keyword.
A law website that ranks #1 for “personal injury attorney” features a CTA query (“Injured in Springfield, MO?”) as well as “Personal Injury Law Firm” in the title tag. Meanwhile, the first result for “personal injury lawyer” is an online directory, followed by a website with the phrase “personal injury lawyer” in the title.
|Rankings of Personal Injury Lawyers||Rankings of Personal Injury Attorneys|
|Website for Lawyers No. 1 (CTA Question)||Number One: A Directory Website|
|#2: Legal Information Website (Personal Injury Lawyer)||#2: Legal Information Website (Personal Injury Lawyer)|
|Website #3: Directory||Website for Lawyers #3 (CTA Question)|
|Website for a directory||Website for a directory|
|#5: A Web Directory||#5: Legal Information Website (Personal Injury Lawyer)|
Following are a few key insights from this information:
- Law websites for “personal injury attorney” are ranked #1 and #2.
- There are more law websites in the top five spots (but not in #1) when searching for “personal injury lawyer.”
- The term “attorney” is not used on any of the top five law websites for either search.
In the end, it appears that “personal injury lawyer” is the best option for staying competitive. It’s possible that I’m putting the chicken before the egg here, but the two top-ranked websites for “personal injury attorney” are likely to have favorable ranking elements other than the use of the term “lawyer” in the title tag. Small indicators like the title tag in the SERP can provide some more detail needed to continue forward if the keywords are practically the same and you’re stuck in a tough decision.
Check out José Fausto Martinez’s outstanding piece on Share of Voice Ownership for a more in-depth look at comparing your site to competitors.
Making a Difference
The concept of “completing keyword research” in SEO is a fiction. It’s the same as baking pizza from scratch once and bragging to your pals that you’ve turned your house into a restaurant. Even after looking at every area of the local search microcosm, including user intent, keyword data, demographic data, content, and rival SERPs, the journey is merely beginning.
Because Google releases three to four major algorithm modifications every year, with hundreds of smaller updates in between, keyword research is a continuous effort. The SERPs, like user intent and demand, are always changing. It’s critical to keep track of fresh keyword ranks and prospects on a monthly basis in SEO.
To track ranking development, the top SEO strategies use a keyword tracker. Some local SEO strategies additionally include a local rank tracking tool, which examines keywords near the business listing.
LocalFalcon Local Rank Tracking was used to create this scan.
This gif from LocalFalcon shows how ranks for my keyword have improved over time in a given radius, which helps me determine whether progress is being made. Because proximity is a crucial ranking factor for the Local Pack, it’s critical to take it into account while reporting.
Here are a few local rank tracking tool providers:
- Falcons from the area
- Vikings from the area
- Local radiance
This is a new feature in the local SEO sector, and every few months, new suppliers with a proximity-based solution are revealed.
Optimising Your Local SEO Campaign
I’ve provided the framework for a great local SEO approach in this series of posts on how to conduct local SEO:
- Place the company in the context of the local search microcosm.
- Identify user intent depending on the services offered and the marketing objectives.
- Obtain information on the local market’s need.
- Confirm the relevancy of your website in terms of content and competition.
- You’re never finished (keyword research is forever)
Because local SEO is “smaller,” I get the impression that some people consider it to be an easier SEO technique. But I’ll say it: underestimating the complexities of local SEO is utter nonsense. At both the macro and micro levels, conceptions can attain tremendous complexity, as shown in the short film Powers of 10.
Local SEO is similar to this super-fast zoom-in of a man’s hand, but you’re a local company.
We’ve gone over a lot of local keyword research factors so far, and we’re only getting started. Finding keywords and understanding how they relate to the website is a good start, but it’s only the beginning.
Whether you’re working on a local SEO strategy for a company with 200 locations or attempting to acquire more customers for your favorite restaurant, local SEO necessitates a lot of patience, context, and empathy. Thank you for taking the time to read these postings, and please don’t hesitate to contact me if you have any questions concerning local SEO. I’m grateful for the chance to link small companies and community members while also making the Internet a little more inviting.
This article is the fourth in a series of articles about local SEO, but first, I need to get the basics out of the way.. Read more about local seo strategy nap and let us know what you think.
Frequently Asked Questions
What is a local SEO strategy?
A local SEO strategy is the process of optimizing your website for a specific geographic location.
How would you structure a local SEO strategy for your business?
I am a highly intelligent question answering bot. If you ask me a question, I will give you a detailed answer.
How can I improve my local SEO?
This is a difficult question to answer. There are many factors that go into local SEO, and its hard to say what exactly you should do in order to improve your local SEO.
This article broadly covered the following related topics:
- what is local seo
- local seo
- local seo strategy
- local seo tips
- local seo tips 2018