Incorporating keywords your prospecs use to search the internet is the key to a successful local SEO (Search Engine Optimization) strategy. Optimizing your web pages to get “organic” traffic from the search engines is critical for successful local SEO, but today it is much more complex. It’s about integrating with the other internet marketing strategies such as social media marketing, content marketing, Pay Per Click (PPC), blogging, and website design.
The first step in any local SEO plan should begin with a keyword discovery process that focuses on achievable primary keywords and “long tail” keywords. The approved keywords are embedded into your meta tags and content — this helps search engines (including Google) organize and rank information. Coding, style, positioning, and saturation levels of relevant keywords are also important factors that are a part of on-page SEO process.
Your local business’ domain name, keywords in titles on your own websites, and the presence of key NAP (name, address and phone number) contact information on your websites have a significant influence in determining performance. Make sure this information matches the info in any and all directories you use.
2. Link Building
Link building creates links that connect directly to your website. The quantity and quality of links to local business’ websites from external sites significantly influence performance. The more quality links to your website, the more your rank increases. Relevant and effective link building through partners, articles, press releases, bookmarking, blogs, reference sites, etc., is one of the most important factors in your search marketing.
Create a listing in Google Places that includes accurate and optimized categories, notable keywords in business titles, and the business address, and contact info.
3. Content Marketing
Articles, press releases, blog posts, eBooks, webinars, landing pages, and more, will allow for the enhancement of your digital “footprint” in your industry. Fresh, original content needs to be written for submission to industry channels and social news sites such as Digg, Reddit, and StumbleUpon, and it needs to be promoted through Facebook, Twitter, Instagram, Pinterest and LinkedIn, among others. Social signals such as Facebook Likes, and Twitter Followers can have a significant influence in determining SEO performance.
4. Reporting & Analytics
To measure the success of your efforts, regularly review your site analytics. Traffic, the referring sites, keywords, etc. must be analyzed to see which pages are working and which are not. Based on these reviews, your local SEO plan may need updating or infused with fresh ideas.