Use local listings on smaller search engines to help boost your rank on the larger engines. Syncing your business information across these engines will help prove to Google, Yahoo and Bing that your local listing is 100% accurate. It can also help get locally relevant backlinks.
The above steps are required to position a local business to the point of becoming eligible for index in local search engines with correct business information for relevant search queries. Advanced local SEO processes are not required to establish local online presence, but are encouraged to increase visibility and to rank higher.
Content creation goes hand-in-hand with link building. With or without a website.
Use markup language to increase a site or URL’s visibility to stand out in local SERPs.
When a user clicks on one of the social buttons, the information is then shared to their social connections and it like saying, “I vouch for this information, you should read it too.” which can drive more traffic.
By segmenting the email list into Gmail and Yahoo groups, reviews can be solicited from multiple review sites.
KML is another way for a website to gain trust with Google
Not a mobile site best practice, but the best practice is to use responsive design when creating a mobile site.
How To Begin Your Local SEO Process
Optimizing for local search
Who needs to optimize for local search?
Business owners of all sizes trying to drive online
traffic & foot traffic from local search
Where can I find local search engines?
Google – Google Maps, Google Plus
Bing – Bing Local
Yahoo – Yahoo Local
Begin a local SEO campaign by determining which
keywords describe the business’s services and
products and by gathering business information.
– Determine the top unbranded
keywords driving organic
traffic to the site.
– For each physical business
• Full name of the business
• Address with city, state and zip
• Phone number
– Examples of Keyword
• [Keyword] + City
• City + [Keyword]
• [Keyword] + Zip Code
• Zip Code + [Keyword]
• [Keyword] + City State
• City State + [Keyword]
baseline ranking &
Use keywords determined in keyword research for baseline
ranking & benchmarking. Determine baseline for unbranded
Important to record the type of listing is ranking:
Organic web result
Organic local business listing
Organic local maps listing
Local directory (Superpages.com, Local.com, Yellowpages.com, etc.)
Consider additional metrics such as indexation, referral traffic
numbers and backlinks.
On-page optimizations should include adding
targeted keywords to important SEO on page
elements, such as:
Microdata (if applicable)
Internal links from other pages
information for many
large and small local
Visit before beginning
profile verification to
profiles need updates.
Use this information to
Gather requirements (cont.)
Verify what information is needed in order to create and
complete business listings on local engines.
Notate which information is required vs. optional
Examples of requirements for local engines:
Work on off-page optimizations once on-page
optimizations are complete.
Writing profile descriptions based on top
Link building with geo-specific keyword anchor
Secondary and tertiary directory profile creation.
Local link building
Strategically securing back links to a website through various online sources.
Smaller local search engines:
local.com, Urban Spoon & Open Table for restaurants
Angie’s List, openlist.com, shopcity.com
Hyper-local directories & search engines:
Chambers of Commerce, Town Hall business directories, City Convention & Visitors Bureau’s, City
Search for “city name + business listings” and “city name + directory” to find additional opportunities
Local newspapers or other local information sources
Map and GPS providers:
Emailing a webmaster and asking for a link
Optimizing press releases
Link reclamation & modification
Content creation and distribution
Create relevant content for the target audience and location.
Top ten lists
Active social media channels
Through the website
The goal of each piece of content is to increase rankings and traffic by
building quality inbound links.
Currently, Google doesn’t
use markup for ranking
However, rich snippets can
make web pages appear more
prominent in search results.
Important to choose one
format to use across the
board, however there are
many to choose from:
Facebook Open Graph
Microdata (accepted by major
Add markup language to:
Hours of operation
Main contact person
Example of a search result with authorship markup.
Include social buttons on all URLs to encourage social
actions by users.
Also include social buttons in email signatures, Order Thank You
pages and email marketing.
Like back links, social signals can help to boost rankings.
Social network examples:
For mobile URLs – Facebook checkin or Foursquare check-in
Both quality and quantity of reviews are important.
Reviews can be used in Search Engine algorithms
Be vocal about wanting reviews.
Ask Facebook friends to leave reviews on CitySearch
Request reviews through email
Add buttons linking to local listing review pages
Keyhole Markup Language
Keyhole Markup Language (KML) is a way to
verify that the business has a physical
Creating and uploading a KML sitemap to
Google Webmaster Tools can make it easier
for Google to index the business listing.
KML Can identify geographic information for
applications like Google Earth and Google
Mobile Local URL Optimization
Optimize local URLs on the mobile site to
cater to local queries and keywords.
Use basic on-page SEO optimization with
Optimizing URLs, title tags, H1s and meta
descriptions with location specific keywords
Add contact information such as phone
number and address in a prominent location
on the page.
Measure success to determine:
Which channels produce the most business
What time of day content distribution is effective
Which channel provides the most engagement
If a business has a local presence, local
search should be an integral part of the overall
By creating, verifying and optimizing all
aspects of the local URLs, traffic should see