maximizing-local-seo_ebook.pdf

Maximizing Local SEO : How to Outrank Your Competition 01
Chapter One: What Is Local SEO?........................................................................................................
Chapter Two: Breaking Down Local SERPs ....................................................................................
Chapter Three:Local SEO Ranking Factors ....................................................................................
Chapter Four: Local SEO Foundation ...............................................................................................
Chapter Five: Content Creation for Local SEO .............................................................................
Chapter Six: Optimizing Google My Business ................................................................................
Chapter Seven: Measuring SEO Success ............................................................................................
Local SEO Checklist ...........................................................................................................................
About Mainstreethost ......................................................................................................................
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Table of Contents

In this eBook, we’ll explore the details of how local SEO works, how it differs from traditional SEO,
and how to leverage a local strategy to outrank and outperform your competition.
We will walk through the foundational elements of local SEO, explore how citations work, what to
do with schema markup, how to attract links, and how to prepare for the future of local SEO.
Along the way, we’ll share best practices, tips and tools needed to gain maximum visibility in the
local search results page.
Make no mistake, getting your business to rank on page one is a challenging task. In fact, it's more
difficult than ever. With more and more businesses recognizing the benefits of local search, most
competitive verticals have become crowded, making it tough to stand out.
In this guide, we will break down the strategies we have found most effective over the past 20 years
in the search engine optimization world. We have successfully optimized over 20,000 websites and
have developed a systematic approach to gaining exposure for local businesses.
We’re going to look at how to provide search engines with the appropriate information, so when
someone is searching for your product or services, you have what it takes to show up on top of the
results page.
Let’s dive in!
What Is Local SEO?
Chapter One:
1

Optimizing for local search involves traditional SEO efforts including, on-page optimization,
link building and content creation. But, it also adds a localization factor that involves diligent
consistency and optimization of local search signals across major search engines.
These localization signals involve Google My Business (GMB), citations, reviews, prominence and
personalization efforts.
We’ll dive deeper into the key ranking factors in the next chapter.
SEO stands for “search engine optimization.” SEO is the ongoing process of driving quality traffic to
a website while increasing brand visibility through non-paid, “organic” search results.
Local SEO is a division of optimization that emphasizes a strategic approach to developing online
visibility for local brick-and-mortar businesses. In other words, it's the process of ensuring that
your online presence is fully optimized so that your business can be displayed to your target
audience at the exact moment they are searching for your product or service.
For local businesses, this means someone searching who is currently, or will be, in the same area as
your business. When conducting a localized search, the searcher’s expectation is to view results that
are nearby. Search engines have come a long way and now make distinct decisions to display local
results when appropriate.
Consider the example of someone searching for “coffee near me.” This is clearly an individual
looking to grab a quick cup of coffee in the area. Contrast that search phrase with someone actively
searching for “best cappuccino recipe.” This type of search is globally oriented and does not trigger
local results to appear.
Local SEO
How Local SEO Works
To really understand local SEO, you’ll need to gain an understanding of how search engines
determine exactly which results to display.
Localized Search Phrase Examples:
Restaurants
Restaurants near me
Food near me
Restaurants in Buffalo, NY
Where can I eat?

How Search Engines Display Results:
Contextual
Inferred
Consider this: you’re in a new city, looking to grab a quick bite to eat before your next event. You
pull out your phone and search “best restaurants near me.”
When you enter that term in Google, a lot happens before the results display.
First, Google checks historical information it has stored about you: things like previous searches,
cookies, personalization, etc.
Next, they’ll determine the location you’re searching from. This can come from your IP address,
wi-fi connections, or in this case, the GPS data from your phone.
After that, Google will attempt to understand the intent behind your search. “Best restaurants near
me” is a pretty straight forward inquiry. So, Google will display the most prominent restaurants that
immediately surround your search location.
Boom! It all happens in an instant.
Local SEO is all about making sure Google has the necessary information to match your business to
users searching for the products and services you offer.
Types of Search
This style of search happens when a user provides a complete picture of what they are searching for.
A contextual search occurs when a search is conducted from the same location that is used within
the search query.
i.e. A user located in Buffalo, NY searches for “Mexican restaurants in Buffalo, NY”
This search occurs when Google needs to deduce what the searcher is interested in finding. The
search may include mixed signals and require an assumption of the user’s needs.
i.e. A searcher located in Buffalo, NY queries “Mexican restaurants in Las Vegas”
Google will infer that the user is looking for a list of Mexican restaurants in Las Vegas even though
the searcher is located in Buffalo, NY.

Intent
As search algorithms improve and Google gains a deeper understanding of the intent behind
searches, users are able to search faster - this form of search is becoming one of the most popular
ways to search, especially on mobile.
i.e. A user searches for “Tacos”
In this case, the user omits location information and Google needs to use any available data to
determine what the user is looking for.
Relevance, Distance & Prominence
Relevance
Factors how closely the business matches what the searcher is looking for.
According to Google, “local results are based primarily on relevance, distance, and prominence.”
Distance
Prominence
Looks at the proximity of the business to the searcher’s location. Google will use any available
information they have on the user to determine their approximate location and display results
nearby.
Refers to how well-known a business is online and offline. Businesses that are considered
prominent in the offline world will receive preferred placement. These can include famous places,
landmarks or popular stores that are familiar to many people.
But, prominence also refers to the information that Google has collected across the web, which is
where local SEO comes in. The search engine references websites, links, reviews, citations and SEO
best practices to determine the validity and importance of each search result it displays.

Summary
There are complex algorithms and hundreds of factors that impact local search results, but
understanding the basics will help set the foundation for successful optimization. Next, we’ll take a
closer look at some of the more impactful local ranking factors.

Breaking Down Local SERPs
Chapter Two:
2
To enhance your understanding of local SEO, we’ll take a look at how businesses appear in the
search engine results page (SERP) during a local search.
Let’s start with a local intent-based search: “Tacos near me.” (Roughly 18,000 people search for this
each month.)
Depending on the type of device you are searching from, you may see different results. For this
example, we will show the desktop and mobile version of the SERP.
The differences between the two interfaces highlight how important mobile is for local businesses,
since an increasing number of searches are conducted on mobile devices.

We can see that since I’m currently searching
from Buffalo, NY, I’m receiving localized results
for restaurants that serve tacos in my vicinity.
A map sits on top of the search results page
with all the known Mexican restaurants listed
in my area.
Below the map are the top three results featured
in what is commonly referred to as the “local
pack” or “local 3-pack.” Visibility in the local
pack can be huge for businesses as it serves as
an interactive way for users to find what they
are looking for. Google first serves up what
it determines are the most relevant results
based on the search. Users are then able to
sort the results by a variety of characteristics.
In this example, the local pack allows us to
filter by rating, price and hours. This is one
of the primary sections we will be working to
optimize.
After which comes the organic listings. The top
result on this search is from Yelp, a review page
of the “Best Tacos Near Me,” then a result from
Grubhub, followed by the website of a locally
owned Mexican food chain.
You will also notice that many of these results
are review-focused, including the results in
the local pack. Reviews will continue to be an
essential part of local business success, as star-
ratings, the number of reviews, frequency and
review responses all play a role in local search
performance.
Now, the way that these results display is
dependent on the exact query, the user’s
location, and the searcher’s intent. But,
standing out from the competition starts with
an optimized Google profile and a strong local
SEO strategy.
Next, we will look at an overview of the local
SEO ranking factors that help your business
garner attention from potential customers.
Figure 2.1 - “tacos near me” desktop search results page.
Figure 2.2 - “tacos near me” mobile search results page.

Local SEO Ranking Factors
Chapter Three:
3
The position your website ranks within the search results page is determined by algorithms.
These algorithms reference Google’s index, or the stored information Google has about your
website.
The content Google collects about your website for its index is influenced by hundreds of factors.
Some of these factors include keywords, like how many times a word appears on your site, or the
prioritization of phrases on the page.
Beyond keywords, Google is looking at the organization of information. How well is the content
on your website structured? Can a user quickly identify what your site is about and find the
information they are looking for? Is Google easily able to crawl your site? What about links? Do
other people find your website useful and decide to link to it? Links matter.
While the exact ranking formula is unknown, we do understand that there are several key elements
to help your local business appear higher in the results.
In this chapter, we will highlight several of the key ranking factors.

Google My Business
On-page Optimization
Local Algorithm Ranking Factors
Claiming and optimizing your Google My Business (GMB) profile sends clear signals of trust and
the categorization of what your business is all about.
Chapter 6 is dedicated to optimizing your GMB listing.
Aligning your website content with your business goals, through structure and technical factors.
The on-page process ensures all traditional and locally based optimization best practices are covered
for clarity and improved visibility.
Some of these elements include: page titles, meta descriptions, header tags, etc. We will look at these
components in more detail in the next chapter.
Local Business Citations
Name, Address, and Phone number (NAP) consistency along with the volume of credible citations
accrued across the web.
Make sure your name, address and phone number are consistent across all web listings. The
utilization of citation directories reaffirms your accurate contact information to search engines.
Backlinks
Attracting links to your website from other authoritative websites is a key element to priority
placement in the search engine results page (SERP).
Ranking factors associated with backlinks apply to the quantity of linking domains, linking domain
authority and the anchor text used to link to your website.
Reviews
This signal is applicable to the total number, frequency, diversity and quality of reviews generated
for your business.

Cultivating a library of authentic, positive reviews across several review sites like Google, Yelp, and
Glassdoor can be very beneficial for your local business.
Bing Places for Business
Not to be neglected, Bing Places for Business serves as a local business resource for Bing searches.
Be sure to claim and optimize your business listing.
Local Content
Locally focused content (blog, graphics, videos, etc.), where you can include key phrases and
location-based terms to assist with local visibility.
Proximity
Measures the distance between the searcher’s location and your business.
Even though you can’t optimize for the searcher’s location, it does play a significant role in
determining rankings for local search.
Structured Data (Schema) Markup
Schema markup is the process of adding code to your website that helps search engines understand
the context of information on your website.
Adding schema markup to your website adds a level of clarity to specific elements of your site’s
content. Structured data markup can be used to define your proper logo, phone number, hours,
menu, address and more.
Personalization
Behavioral
Everyone sees a slightly different search results page depending on personalization factors.
Personalization factors include location and personal browsing history.
This applies to user behavior patterns like click-through rate, frequency of clicks to call, dwell time
and check-ins.
Dwell time is the length of time a user spends on your website before returning to the SERPs.

Social Signals
While not a major slice of the local search algorithm, claiming your business profiles across the
various platforms is considered a best practice, along with outfitting them with appropriate
branding.
Although activity on social media platforms is difficult for Google to translate into more visibility or
higher rankings, it’s still beneficial for your online presence.
The primary focus of social signals should be on engaging your customers with thoughtful content
and your responsiveness to questions, comments and reviews.
Domain Authority
Domain Authority (DA) is a score used to evaluate the trust or authority that a particular URL has.
The higher the score, the better.
Trust matters and is increasingly important for local search. Promoting a higher DA is a lengthy
process but will pay dividends to those who can achieve a high authority score.

Figure 3.1 - Google local search algorithm updates.
Universal Search
May 1, 2007
This changed how search results were displayed.
Google combined traditional search results with
News, Video, Local, Images and other verticals.
This effectively terminated the old 10-listing search
results page.
Google Places
April 1, 2010
The official launch of Google Places, integrating
Places more closely with search results.
March 50-Pack
April 3, 2010
A batch of 50 updates including a better handling of
searches with navigational and local intent.
Aug / Sep 65-Pack
October 4, 2012
A group of roughly 65 algorithm updates that were
rolled out throughout August and September. The
updates included a condensed 7-results SERP and
improvements for more precise, relevant local web
results.
Venice
February 27, 2012
This update aggressively emphasized local results
while integrating local search data.
Pigeon Expands
December 22, 2014
The pigeon update expanded globally to the United
Kingdom, Canada and Australia.
Pigeon
July 24, 2014
A dramatic update that shook the local SEO world.
This change provided more useful, relevant and
accurate local results and focused on creating a
closer relationship between Google’s local and core
algorithm.
Hummingbird
August 20, 2013
A core algorithm update that impacted semantic
search and the knowledge graph. This update
focused on intent-based, conversational search, or
the actual meaning of words used when searching.
Google Local / Maps
October 6, 2015
The official launch of Google Local, merging the
technology behind Google Local and Google Maps.
Possum
September 1, 2016
An update impacting only the local 3-pack,
diversifying results and preventing spam from
gaining visibility.

Local SEO Foundation
Chapter Four:
4
Brick-and-mortar businesses hoping to gain an advantage over local and national competitors need
to make sure that all their local SEO signals are correct, consistent and optimized.
Local SEO requires a strategic, thoughtful and targeted approach to attract the right customers and
show up in the SERPs when it matters most.
In this chapter, we will explore how to build a solid foundation for local SEO success. Combining
keyword research, the right tools and on-page optimization efforts designed to distinguish you from
your competition.

Keywords
Keywords are at the root of all SEO efforts and represent the terms and phrases that are directly
related to a product or service a company offers.
Keywords reflect search queries that you want your website to rank for and can be either head
terms or long-tail. Head terms are concise, general phrases, whereas long-tail keywords are typically
several words in length and are often phrases, questions, or sentences.
To increase the likelihood of ranking for a specific search query, a relevant keyword needs to be
incorporated within the page’s content, title and headings. This indicates to Google that your
webpage is relevant to the search being conducted and increases your chances of appearing in
results.
But be careful. Keyword stuffing is not the answer.
It’s easy to think that by simply plugging a keyword into a webpage as many times as possible would
improve your chances of ranking. And you’d be right – if you’re doing SEO in 2003. That tactic once
worked in the early days of SEO, but it certainly doesn’t anymore.
Try to find the balance between naturally incorporating keywords into your page content (where
appropriate, of course) and not disrupting user experience by saying the same word or phrase over
and over again.
Broad (head) Term vs. Long-tail Keyword:
Restaurants
Short
1-3 Words
Broad
Hard to Rank
Long
4-10 Words
Specific
Easier to Rank
Where is the best Thai restaurant near me
Get acquainted with how users are searching for your product or services. Which phrases are your
customers likely to search for? Which keywords will provide the highest return on investment
(ROI)? What key phrases do you want to be found for?
Keyword Research

Start your local SEO campaigns off in the right direction with appropriate keyword research. Don’t
make the mistake of guessing at terms, phrases, and keywords based on how you might think your
customers are searching.
Your list of keywords will influence every SEO-related optimization effort you implement. From
site architecture to page structure to content creation; it’s critical to invest time into getting this
right.
When selecting localized keywords, try to find keywords that:
• Have a decent volume of searches per month
• Are likely to convert
• Have minimal competition
• Are product/ service focused
• Are considered ‘buying’ phrases
• You have a high ability to rank for
We are looking for winning phrases that check as many of the above criteria as possible.
Our keywords should have a high volume of searches per month paired with a high potential to
convert customers. These terms will be product- or service-focused ‘buying’ phrases, which are
keywords that a user searches for when they are farther along in the buying cycle.
Ideally (fingers crossed), your competitors will not be pursuing the same keywords as you.
Lastly, we need phrases that you have a chance to rank for. If the keyword is dominated by big name
companies, you may want to consider moving on to something worth your time.
With a multitude of tools to find keywords, getting started can be rather overwhelming.
We’ll have a look at a few free tools to help you find profitable keywords for your local business.
A traditional favorite is the Google Keyword Planner, a free tool to generate baseline keyword data.
Keyword Planner provides close variations of root keyword metrics on average monthly search
volume and competition for keywords, making it a great starting tool for keyword research.
Keyword Research Tools
Google Keyword Planner

Figure 4.1 (left) - Google Keyword Planner.
Figure 4.2 - Keywords Everywhere.
Figure 4.3 - Answer the Public.
Keyword Planner can be found in
the Google Ads platform. Just sign
up for a free Google Ads account to
access the tool.
Quickly becoming one of our favorite keyword
tools, Keywords Everywhere combines the
convenience of a Google Search with keyword
data from several popular sources.
Once you add the chrome extension, simply
conduct a google search and the keyword,
competition and cost-per-click data will
populate right in the SERPs. Additionally,
the extension will provide related keywords,
making it easy to find the right terms.
This visual keyword research tool provides
search phrases in the form of questions.
Scraping data from Google Autosuggest,
Answer the Public allows you to quickly
generate hundreds of key terms while gaining
an understanding of how your potential
customers are searching. This tool does not
provide search volume or competition data but
instead focuses on visually presenting popular
search phrases.
This tool is great for generating content ideas
and discovering what types of questions your
customers are asking.
Keywords Everywhere
Answer the Public

Figure 4.4 - Google Trends.
Figure 4.6 - Title tag on search results page.
Figure 4.5 (left) - Title tag in HTML format.
Figure 4.7 - Title tag displayed in browser.
Curious to know the popularity of a keyword?
Google Trends provides you with a timeline of
the overall interest of search phrases going all
the way back to 2004. This tool ensures your
keywords are trending in the right direction,
eliminating a wasteful investment in dated key
phrases, ultimately saving you time and money.
This tool is great for checking the popularity
of a keyword over time, comparing keyword
interest, discovering related queries and
uncovering insights about keyword interest in
your area.
The title tag is an HTML element that serves as the title of a web page.
The title tag is typically displayed on search engine results pages (SERPs) as the clickable headline
link. The title is intended to be an accurate heading for the page content, and plays an important
role in SEO, social sharing and user experience.
Title Tag
On-Page Optimization
Google Trends

For local SEO, the title tags should include
relevant keywords that represent the page you
are optimizing along with location information.
Ideally, the title will be composed in a way that
makes sense to both the searcher and Google,
and entices clicks from users.
You have 600 pixels in the SERPs to display
your title tag, which is approximately 60
characters.
Figure 4.8 - Title tag used in Facebook post.
The meta description is an HTML element that provides a brief summary of the web page’s content.
An important little snippet, the meta description is often displayed in the SERPs below the title tag
and URL.
Although the meta description does not directly influence rankings, an optimized description can
improve the click-through-rate (CTR). So, indirectly the meta description could have an impact on
your performance, since CTR is used to determine if a web page is helpful for users.
Meta Description
Figure 4.9 (left) - Meta description in HTML

Figure 4.10 (right) - Meta description on search
results page.
Meta Description Length
The length of meta descriptions has been known to change. Google has experimented with
longer descriptions up to 300 characters, but generally, a well-optimized meta description
is roughly 155 characters in length.
Heading Tags (h1-h6) are HTML elements used to separate content based on importance. The h1
tag signifies the most important heading on the page with h6 being the least important.
The heading tags are used to help organize and clarify page structure. By properly outlining your
page with these tags, the user can quickly identify what the page is about and jump to the section
they deem most likely to answer their question.
Remember, online readers consume information much differently than traditional offline readers.
Often, people reading online will quickly scan and rarely read a page word-for-word.
The primary headings you will be using are h1-h3. Most of the time, h4-h6 are never used.
• h1: Main heading
• h2: Subheading
• h3: Supporting subheading
The use of heading tags helps Google and users gain a better understanding of your page content.
Heading tags are not difficult to implement, so look to incorporate H-tags, where appropriate, to
improve the readability of your site.
Heading Tags

Internal links are links from one web page to another on the same domain. Internal links, when
used properly, help users and search engines navigate through connected pages.
Internal links can provide positive user experience, but don’t over-do it.* If it makes sense to link to
a supporting article or page on your site, add an internal link.
A solid internal linking structure will help Google and your users easily navigate through your
website. In addition to aiding navigation, internal links help establish a hierarchy of information
and spread link equity (authority) throughout a website.
Effective internal links use anchor text that provides relevant contextual information about where
the link will take the user.
Internal Links
Figure 4.11 - Internal link on website.
Figure 4.12 - Internal link HTML.
*In the early days of search, SEO practitioners would stuff internal links into page content to try and influence rankings.
Anchor text refers to the words that are linked within your web page content. The text appears as a
clickable, highlighted link, often blue and underlined.
Anchor Text
Figure 4.14 - Anchor text HTML.
Figure 4.13 - Anchor text displayed in a blog post.

Exact Match: The anchor text matches the page that is being linked to
Example: Anchor text ‘Local SEO’ linking to a page about local SEO.
Partial Match: Anchor text that features a close variation of the linked page
Example: Anchor text ‘Local SEO tactics’ linking to a page about local SEO.
Branded: Using a brand name as the anchor link
Example: Anchor text ‘Mainstreethost’ linking to Mainstreethost’s about page.
Generic: Using a generic word or phrase as a link
Example: ‘Click here’ or ‘learn more here’
Naked: Naked anchor text uses only the URL as an anchor
Example: ‘www.mainstreethost.com’
Images: When an image is linked, Google will use the image’s alt attribute as the anchor text.
Types of Anchor Text
Create a positive experience by thoughtfully adding internal links with appropriate anchor text.
Again, don’t be too aggressive here with random or over-stuffed links. Look to add value for the
user with helpful links to additional resources.
How to Utilize Internal Links
How users interact with your website is paramount for the success of your local business. A clunky
navigation structure or page design will ruin any positive local search engine optimization efforts
you utilize. By creating an intuitive design that is easy for your users to understand and interact
with, you’ll see lasting positive effects on both your conversions and bottom line.
Navigation Structure
The main navigation informs users (and Google) about which pages you consider to be the most
important. At a glance, the navigation can provide users with context about what your site has to
offer and a way to quickly get there.
For search engine crawlers, the navigation sets the tone for the hierarchy of information and also
makes it easy for these bots to crawl your site in a logical manner.
Why does navigation matter for SEO?

Use relevant keywords that accurately represent the pages on your site. Steer away from general
phrases like “products,” “services,” or “solutions.” Instead, look to incorporate terms that provide
value to the user.
For example: if you are a local business that sells camera equipment, label the top-level page “Digital
Cameras” rather than just “Products.”
A general rule of thumb here is: what is best for the user will be best for SEO. Make it as easy as
possible for your users to find what they are looking for and navigate through your site.
These are still internal links we’re talking about, and we (now) all know the benefits of a proper
anchor link ;).
Be descriptive with your navigation.
Both of these architectures can work, but the success depends on the size of your website, and most
importantly, how your users interact with your site. Going too far in either direction can make for a
frustrating user experience, so invest some time into understanding how users are navigating your
website and identifying any roadblocks that may exist.
Website Architecture
Figure 4.15 - Flat vs. deep website architecture.
Start by auditing your navigation structure. Look at Google Analytics to understand your audiences’
goal flow and utilize tools like Screaming Frog to scan your website. You can also review a
navigation summary within your analytics account, which allows you to select a starting page and
then review how users navigated to that page and where they went to next.
Audit Your Navigation

Figure 4.16 - Google Analytics navigation summary.
Figure 4.17 - Breadcrumb links on Yelp.
Implementing breadcrumbs will help with internal linking and give the user a sense of direction
when navigating through your website.
Create user-friendly URLs. Get in the habit of creating URLs that are structured in a way that
makes sense to your customers and to Google.
• Homepage: example.com
• Product/ service category: example.com/category/
• Sub-category page: example.com/category/sub-category/
URL Structure

Page speed is a measurement of how quickly your website loads.
Speed plays a tremendous role in site performance and is a confirmed ranking factor. In July of
2018, further emphasis was placed on page speed with the “Mobile Speed Update.” This Google
algorithm update made page speed a key ranking factor for mobile search results.
Page Speed
Grade your website speed by using speed testing tools like, Pingdom or Google PageSpeed Insights.
Take note of the provided speed suggestions and adjust where necessary. Some common speed
issues are:
• Image size
• Server response
• Inefficient code
• Too many plugins
• Browser caching
Determine Your Baseline Speed.
Great content is key for website performance. Without helpful, informative content on your site,
you don’t stand a chance to rank or be seen by searchers.
Earlier, we discussed building a list of keywords that are relevant for your local business. Using your
list of keywords, look to create content based on those targeted phrases with a local, location-based
modifier.
So, if you own an indoor sports facility business in Buffalo, NY, a logical keyword might be Indoor
Basketball Courts in Buffalo, NY. You would then want to create some interesting and valuable
content around that topic.
The goal is to create user-friendly content that supports the main objective of your business.
Localized Content

Again, local SEO requires a strategic, thoughtful and targeted approach. By utilizing these
foundational local SEO elements, you’ll help set the stage for success in the SERPs.
For brick-and-mortar businesses, putting forth a continued effort on these factors will help
distinguish you from your competition.
Next, we’ll dive into content creation for local businesses.
Summary

Content Creation for Local SEO
Chapter Five:
5
“Content is king.” It’s a wonderful saying that has ruled the digital marketing industry for what feels
like ages now. And there’s a reason for that—content is king. However, this doesn’t mean slapping
words on a page and calling it a day.
Content is an opportunity to: educate and entertain your readers; prove yourself as an expert in
your industry; establish an online presence for your offline business; essentially, be found.
And with the rising popularity of local search comes the need for valuable localized content.
The key word there is “valuable.”
In general, the best way to establish your online presence and assert yourself as an authority in your
industry is by curating informative and unique content that adds value.
That being said, every local SEO strategy should start with a strong foundation of great content.
And when it comes to optimizing for local intent, you will need your keywords in hand, knowledge
of your target audience at the ready, and a strategy that will get you ranking in the local pack.

Incorporating Keywords
Keywords are ultimately what help search engines understand who you are as a business and
what you have to offer, connecting you with customers searching for the like. That’s why Google
interprets content with a slight bias towards keywords: to provide the searcher with the results that
will best answer their search query.
However, there’s a common misunderstanding when it comes to incorporating keywords on your
site: many will write the content and then sprinkle in the keywords after the fact.
Instead, your content should be built around your keywords. This not only helps your content feel
natural, but it also keeps your content focused.
When writing with local intent in mind, use a local modifier that connects your keywords with a
specific area. Ex: “Italian restaurant” and “Italian restaurant in Buffalo, NY.”
So it’s no secret that keywords are an essential part of your content strategy, but that doesn’t mean
it’s time to go overboard with them. We get it—keyword stuffing was the name of the game back in
the 90’s. But we’re well into the 21st century now. Your content should be so good that there’s no
need to stuff your keywords.
Overstuffing is overwhelming—don’t do it.
Localizing Titles and Meta Descriptions
It’s a digital marketing best practice to include the local keywords in your web page and blog post
titles as well as their meta descriptions. Not only will Google index your content for that specific
area, but your audience will recognize that you are a local business right from the SERPs.
Note: include the local modifier towards the beginning of your titles and meta descriptions to
ensure that the location tag does not get cut off on the search results page.
Category Keywords from GMB
In chapter 6, we will cover how to optimize your GMB listing. Part of the process is choosing a
primary category, along with additional categories, that describe your business both to Google and
your potential customers.
Google will use the primary category you choose to connect with people searching for that type of
business in the area, therefore this category keyword should be included throughout your content.

Call to Actions
A call to action (CTA) is a truly powerful element in your overall marketing strategy. Your website
should feature CTAs, guiding users to whatever you want their next step to be.
From buttons to buy a product and newsletter signups, to social media widgets and the prompt to
“read more,” CTAs are converting users into customers, followers, and brand advocates.
The searcher has found your blog post, landing page, video, etc. Now what?
Planning for Local Content
Localizing your content is, of course, easier said than done. Here are a few ways to get started:
Write for Your Target Audience
Understanding who you’re writing for will help you figure out what you should be writing about.
So, utilize social media insights, Google Analytics and the face-to-face interactions you have with
customers at your brick-and-mortar to determine the demographics and interests of your audience.
Once you’ve found your target audience, cater your content to what will appeal to them.
Answer User Intent
What is your target audience searching for? What are their most commonly asked questions?
Your content should have the answers. That’s what Google is crawling for after all: websites that
offer valuable information that will fulfill the searcher’s query.
As of recent, mobile searches have skyrocketed. Along with it are long-tail key phrases that have
become popular with the help of Siri and Alexa. There are a lot more “How to” and “Can I” searches
than ever before and your content should reflect that.
Now some people will search using the local modifier: “coffee shop in Buffalo.” Of course, Google
responds with coffee shops located around Buffalo.
In the case that the local term is left out and the query is just, “coffee shop,” Google will still
recognize the local search intent and offer results that are in the area, but not the same results as
when the modifier was included.

Figure 5.1 - “Coffee shop in Buffalo” search results page. Figure 5.2 - “Coffee shop” search results page.
Use Keyword Research to Generate Content
Your keyword research will not only help you focus your content to attract search engines and
readers alike, but it will also help to generate ideas for your local content i.e. blog posts, videos,
graphics, and even eBooks!
When it comes to keyword research, there are plenty of tools at your disposal.
First, take advantage of Google Autocomplete, the “People also ask,” and the “Searches related to”
sections to get an idea of what people are searching for surrounding that keyword or phrase.
You can use Google Trends to gain a little more insight on the search volume for each of your
targeted keywords and see some of the most popular search phrases in your geographic area. This
platform will even suggest additional key phrases that would be great to cover as hot topics in your
area.
Keywords Everywhere is another tool that could offer useful insight into the questions your
audience is asking. After searching for a keyword or phrase, this free extension will populate the
search volume per month, cost per click, and competitor’s data from multiple websites, as well as
related long-tail phrases surrounding the topic.
We’ve said it before, and we’ll say it again (because it’s that important): your content should answer
the questions your audience is asking. So, as you conduct your research, do yourself a favor and
don’t ignore the related search queries and long-tail key phrases being handed to you on a silver
platter.

Showcase Your Case Studies
Feature the projects you’ve worked on in your local market. Showcase the services or products you
were able to provide and what it was like working in the community.
This is an incredible opportunity to tell a story with a little local flavor, appealing to potential
customers that will not only be familiar with the project you worked on, but hopefully might find
the story relatable.
Local Landing Pages
A landing page made specifically for your local customers, bursting with localized content and
images.
This type of page should include your physical address, mentions of well-known local landmarks,
your contact information, and unique, localized content, of course. This could be anything from
content that strictly focuses on your business in that area, or coverage of local events and news.
If you have just one physical location, a local landing page will still prove beneficial, holding more
relevance in a local search than any other page on your site.
If you have multiple locations, then create a landing page for each location, curating content that is
specific to each respective area.
Local Content Pillars
A pillar page is a substantive page of content that covers a core topic of your business. You are
basically building the mother of all content pages.
Whether it is a core service or product you’d like to focus on, this pillar page will act as an authority
on the matter, covering everything from general inquiries to small details.
Your pillar page should focus on a topic that is expansive, leaving just enough room to dive more
in-depth with supporting materials.
These supporting materials, or topic clusters, are created to do just that: support your pillar page.

A cluster provides the opportunity to expand
on what you’ve highlighted on your pillar page,
allowing you to address some aspects more
thoroughly.
As much as your pillar page is the main hub
of information, it’s your topic clusters that are
attracting the users.
It’s true!
These cluster pieces are becoming favored by
popular search engines due to the rise in value
of topic-based content and long tail key phrases.
Summary
Remember, you can’t rank in the local pack without strong, locally focused content. Incorporate
your keywords, learn more about your target audience, and develop a content strategy with local
intent in mind.
Figure 5.3 - Content pillar linking.

Optimizing Google My Business
Chapter Six:
6
Google My Business (GMB) is a free platform that helps business owners manage their appearance
within search, maps, and other Google properties.
GMB provides a host of features including: business information, hours of operation, monitoring
and replying to reviews, photos, posts, insights and more.
Listing on Google complements your website by providing your business an identity and local
presence within the most used search engine in the world.
In this chapter, we will explore:
• Creating a Google My Business Listing
• Verifying your listing
• Optimizing GMB
• Insights

Creating a Google My Business Listing
Step 1.
Navigate to https://www.google.com/business/and select the “Manage Now” button in the top
right corner.
Figure 6.1 - Navigate to Google My Business (GMB).
Figure 6.2 - Sign into your account.
Step 2.
Log in to the Google account you want to
associate with your business.

Figure 6.3 - What’s the name of your business? (GMB).
Step 3.
Enter your business name.
Figure 6.4 - Where are you located? (GMB).
Step 4.
If you have a physical location enter it here. If
not, select “I deliver goods and services to my
customers.” Using this option allows you to
hide your address.
Figure 6.5 - Choose service area.
Step 4b. (Service Businesses Only)
Define where you are located and choose your
service area.

Figure 6.6 - Select your business category.
Step 5.
Select your primary category.
Figure 6.7 - Enter your contact information.
Step 6.
Enter your phone number and website.
Figure 6.8 - Finish and verify.
Step 7.
Select Finish.

How to Verify Your GMB Listing
There are several ways to verify your listing:
• Postcard
• Phone
• Email
• Instant Verification
• Bulk Verification
Postcard Verification
Step 1. Make sure you are signed into Google My Business.
Step 2. Select the business you would like to verify.
Step 3. Make sure your business address is listed correctly. You can also add a contact name;
this is who the postcard will be addressed to.
Step 4. Click “Send Postcard.” Most postcards arrive within 14 days. Warning: Do not edit
your business name, address, category or request a new code while you’re waiting for the
postcard to arrive. This will delay the process.
Step 5. Once the postcard arrives, log in to GMB.
Step 6. Select “Verify Now” for the location you would like to verify.
Step 7. Enter the 5-digit verification code in the code field, then click submit.
Note: If you misplaced your postcard or it never arrived, you can request a new code from
Google, but remember—wait the 14 days!
Phone Verification Method
Phone verification is available for select businesses. If your business is eligible, you’ll see the “Verify
by Phone” option when you begin the verification process.
Step 1. Sign in to Google My Business
Step 2. Select “Verify Now” for your business
Step 3. Make sure your phone number is correct and click “Verify by Phone”
Step 4. Enter the verification code

Instant Verification Method
Bulk Verification Method
If you have already verified your website with Google Search Console, you may be able to utilize the
instant verification method.
Step 1. Sign in to GMB with the same account you used to verify your website with Search
Console. Please note: some business categories are not eligible for instant verification.
If you own more than 10 locations for the same business, you may be eligible for bulk verification.
Step 1. Log in to Google My Business. Click “Get Verified” next to one of your locations.
Step 2. Click “Chain.”
Step 3. Complete the verification form.
Step 4. Submit the verification request form.
Optimizing Your GMB Listing
(In order) to get the most out of Google My Business, you must add as many details as you can
about your business. It’s important to note: do not try to over-optimize by stuffing keywords or
location data in your listing. Look to accurately represent your business by providing users with a
complete picture of your company.
Business Name
This should just be your business name—simple as that.
Don’t feel the need to “optimize” it with location information or keywords. This was once a “hack”
used to get better placement, but now it’s just ugly and considered spam.
Keeping your business name consistent across all listings online is your best bet for improved
performance. Inconsistent information can create issues when your name, address and phone
number (NAP) get mixed up.

Category Optimization
Categories are one of the most important factors for your listing, as it impacts your visibility when
users are searching.
Primary Category: Your primary category is publicly visible and tells Google what your business is
about. (Hair Salon, Accountant, Restaurant.)
Additional Categories: Be sure to include all categories that accurately represent your business.
Note that categories are frequently updated, so check back regularly to see if any additional
categories are applicable.
Address
Physical Location Business
If people can visit your store or office, it makes sense to publish your address. Again, just be sure
this information stays consistent.
Service Area Business
If you do not have a location that customers can visit, you will need to set a service area based on
the regions, cities or zip codes that you serve.
Note: Google recommends leaving the address field blank and only entering your service area if you do not
serve customers at your business address.
Figure 6.9 - Google My Business Setup.

Figure 6.10 - Special hours.
Figure 6.11 - Enter your primary phone number.
Hours
Phone Number
Add your regular business hours here.
Be sure to make use of the special hours feature.
This allows you to plan for different hours
around the holidays, or one-off changes in your
traditional schedule.
This section relates back to user experience.
There is nothing worse than having a customer
plan on visiting your location, only to find you
are closed—talk about a bad experience! Keep
your hours up-to-date.
Include your primary phone number and
any secondary business lines, like a toll-free
number.
Website
Traditionally, you will link to your homepage. Your homepage should include the mention of your
primary category and additional categories in the form of keywords in your written content or
headings.
If your business has several locations, you may consider linking to location-based landing pages.
Advanced Tracking:
For advanced tracking, add UTM parameters to your website URL.
Example: https://www.YourDomain.com/?utm_source=gmb&utm_medium=organic

Appointment URL
This is extremely valuable for businesses that are appointment only. Use this section to link to your
contact page or calendar. For certain businesses, you can use this section to link directly to your
booking/reservation platform.
Figure 6.12 - Services in Google My Business.
Services
The services section of GMB
allows businesses to create
custom service categories and
add detailed descriptions along
with prices.
For this section you should
create categories for the
services you provide and list
each specific service, complete
with a description.
Figure 6.13 - List applicable business attributes
Attributes
Include any applicable attributes for your listing.
The available attributes will vary depending on your
primary category.
Description
This section gives you an opportunity to quickly explain your business, what you offer and why
customers should choose you.
The description field does not have an impact on your ranking or position in the local pack, so don’t
try to stuff keywords in here; it’s truly not going to help.
Keep the language natural and helpful for the user. You only have 750 characters to work with, so
look to highlight your business and convey your unique position in the market.

Photos
Adding photos to your listing helps increase conversions. Even though photos are not considered
a ranking factor, and won’t necessarily improve your position, they will help turn searchers into
customers, which is what really matters.
The main types of photos you can add to your listing include:
Identity: The branding for your business.
• Business logo
• Cover Photo: Show your personality with an appropriate cover photo.
360: Create a 360º view of the interior or exterior of your business. You can easily do this with the
Google Street View app (Android| iOS).
Interior: Photos showcasing what customers will see inside your business.
Exterior: Inform customers of what the exterior of your business looks like. This helps customers
recognize your location when driving to your business.
At Work: These are “action” shots of your employees serving customers or delivering the type of
services your business offers.
Team: Photos of your management team and employees. Use photos that display your personality
and culture.
Product: Images of the products/ services you offer.
Food and Drink: Photos of your popular menu items.
Common Areas: Display images of where customer will spend time (lobby or lounge).
Video
Google My Business allows videos up to 30 seconds long, and both business owners and customers
can upload videos to your listing.
GMB provides a way to show off your team, culture, personality, brand, products and services of
your business. Video adds a level of authenticity and interactivity that images alone can’t convey.

To comply with Google’s guidelines, you need to make sure your videos:
• Are recorded at your place of business
• Feature people that work for your business
• Directly relate to your business
In fact, Google will remove your videos if the primary purpose or subject of the content is not
related to your business location. So, this means no stock photos, promo, marketing or sales videos
here.
Google Assistant Calls
Customers using the Google Assistant to find your business can ask Google to book an appointment
or check information about your business using voice commands.
Using this feature, customers can ask the assistant to make phone calls on their behalf. Right now,
this only works in select markets for tasks like booking an appointment or checking business hours.
From a business owner’s perspective, you will receive an automated call from Google to fulfill the
customer’s request.
While this technology is still new, the setting has been added to GMB to toggle on or off, depending
on whether you would like to receive calls from the Google Assistant.
Google Posts
Google Posts allows you to engage with potential
customers directly in the SERPs. The feature allows
businesses to create content that is directly visible on
Google when someone searches for their business
name.
Using posts allows you to showcase images, content,
video, upcoming events, promotional offers,
products, discounts, “Call Now” buttons and other
call-to-actions.
Google Posts are removed after 7 days, with one
exception: event posts will last until after the event
ends.
Figure 6.14 - Google Post on desktop search.

Within every post, you will have up to 1,500 characters and the option to add one of these call-to-
action buttons (except on event posts):
• Book
• Order online
• Buy
• Learn More
• Sign up
• Call now
Currently, there are four types of Google Posts
that can be created.
What’s New: These posts are for general
updates: new blog posts, news about your
business, highlighting a review, featured stories,
etc.
Events: Are used to promote an upcoming
event. These posts require a start and end date,
which will extend the life of the post until after
the end date.
Offer: Used for promotional offers, sales,
discounts, coupons, etc.
Product: This post is for promoting your
products and services. Figure 6.15 - Create a Google Post.
Types of Google Posts
To garner the most attention, adhere to these 5 tips for maximum engagement:
1. Use eye-catching images
2. Create actionable headlines
3. Write enticing descriptions
4. Track your clicks with a UTM code
5. Post often
Making the Most of Google Posts

Google Q&A
Google Q&A is an often-overlooked portion of GMB.
This section allows customers to ask questions about
your business, products or services. The open-ended
nature of Q&A allows anyone with a Google account to
ask or answer questions, including your customers.
As a business owner, you must regularly monitor and
respond to these questions. If you fail to do so, potential
customers may end up receiving misinformation or
developing trust and reputation issues due to your lack
of response.
Figure 6.16 - Google Q&A and reviews displayed
on desktop search.
• Monitor and respond to all questions
• Address complaints or concerns that are voiced
• Report spam and inappropriate questions
• Create your own FAQs - You can ask and answer
common question that your business commonly
receives.
As a Business Owner You Should:
Reviews
Reviews play a critical role in the performance of your business online. Your customers’ experience
with your business is reflected in the star-rating that appears in the SERP. With positive reviews,
your business will stand out from the competition, whereas a negative rating could potentially
destroy a local business’ reputation.
• Respond to both the positive and negative reviews you receive.
• Flag inappropriate reviews - these are reviews that go against Google’s guidelines.
• Naturally receive reviews from customers. Don’t ask for a positive review, or 5-star review.
Instead, email or talk to customers about leaving feedback about your business online.
• Consistency is key. Try to have a steady stream of reviews over time. Reviews should not
come in bunches since that can appear suspicious. Try to request reviews on an ongoing basis.
Get a Handle On Your Reviews

GMB Insights
Google My Business Insights provide a closer look into how users are finding your business in
Google Search and Maps. These insights focus on how searchers are finding your listing and what
they do once they click.
Figure 6.17 - How customers search for your business (GMB).
In this section, GMB Insights shows how many customers found your listing and how they came
across your business.
• Direct: When a person directly searches for your business name or address
• Discovery: Occurs when a user searches for a category, product or service that you offer,
and your listing was included in the results.
• Branded: When a customer searches for your brand or a brand related to your business
listing.
How Customer Search for Your Business

Figure 6.18 - Search queries report (GMB).
The chart shows a breakdown of whether searchers found your business on Google Search or
Google Maps.
Where Customers Find You
Figure 6.19 - Where customers find your business (GMB).
This section lists the most popular keywords and phrases people use to find your listing.
Search Queries

The helpful graph shows how customers behaved after finding your business listing. The tracked
actions include.
• Visit your website
• Request directions
• Call your business
• Message your business
Customer Actions
Figure 6.20 - Customer actions (GMB).
Summary
This introduction into Google My Business should provide the necessary components to start
gaining visibility in the local pack. Google is continuing to develop additional features for the GMB
platform, so keep an eye out for updates to maximize your listing.
Next, we will look at additional performance tracking methods, as we explore measuring the success
of your local SEO efforts.

Measuring SEO Success
Chapter Seven:
7
Establishing a baseline of your website’s performance is essential for understanding the effectiveness
of your digital marketing efforts.
To get started, determine which metrics are most important for your business and make sure you
have an appropriate tracking system in place.
With a proper measurement system, you can avoid the frustrations of incomplete data, or
hindrances from an unclear picture of what is (or is not) working for your business.
In this chapter, we’ll look at setting the foundation for tracking your online marketing efforts, along
with some important metrics to analyze regarding local SEO.
Setting the stage for success starts with being able to measure progress. Thankfully, getting started
with analytics is free and easy to set up.

Analytics Tools
The industry standard web analytics platform that tracks and reports data about your website. Using
Google analytics properly will help you measure traffic, consumer engagement, campaigns and
conversions.
Google Analytics
What is Google Analytics (GA)?
If you have a website and are interested in improving its performance, then you need Google
Analytics. This free software is an entryway into understanding your website, and how to leverage
its performance to grow your business.
Why You Need Google Analytics?
Google analytics provides a wealth of information about your website and its visitors. Analytics can
help answer many questions to improve your site’s performance like:
• How many people are visiting my site?
• Which pages of my site are most popular?
• Where are my users located?
• What types of traffic are most profitable?
• What sites are referring traffic to my site?
• How often do visitors return to my site?
• What kind of devices are visitors using to access my site?
These are some basic questions that Google Analytics can answer, but when you really start digging
into the data, you’ll find it’s capable of much more!
What Information Does Google Analytics Provide?

Google Search Console helps you review
how well your site is performing in Google
Search. It provides insights on how Google is
reading your site, while making suggestions
and notifying you of any issues or errors that it
finds.
Search Console provides a host of helpful
features, namely checking how many web pages
are indexing, finding links pointing to your site,
identifying popular landing pages, pinpointing
queries your site is indexing for and more.
Search Console is also the platform you use to
submit updated sitemaps and request indexing
of recently published pages.
This tool is great for checking site errors, search
analytics and site health audits.
Google Search Console
Figure 7.1 - Google Search Console.
Bing Webmaster Tools (BWT) is Bing’s
counterpart to Search Console, providing
detailed insights about how your website
performs in Bing search.
This tool helps local business owners identify
and understand existing problems that their site
may have. Using this tool on a regular basis will
help identify errors that need to be fixed along
with suggestions to better optimize your web
pages for Bing search.
BWT grants access to similar reports that you
would find in Search Console, including search
queries, impressions and a list of backlinks to
your site.
Bing Webmaster Tools
Figure 7.2 - Bing Webmaster Tools

Setting up Google Analytics
Google Analytics is a robust analytics tool that offers valuable insights about your website’s
performance and is quick to setup. Once you create an account and add a snippet of code to your
site, Google will begin tracking information about where your traffic is coming from, what pages
users are interacting with and how long people are staying on your site.
To get started with Analytics you will first need a Google Account. After creating an account, you
can visit analytics.google.com to sign up.
Click the “Sign up” button and you will be asked to enter some information regarding your website.
Here we will focus on setting up Google Analytics for a website (not a mobile app).
1. Account Name: Enter your business name or the name of your parent company. If you
have multiple businesses, keeping an organized account structure will make life much easier as
you rely on this data to help you make future marketing decisions
2. Website Name: Enter the name of your website.
3. Website URL: Enter the URL of your website (www.examplebusinessurl.com).
4. Industry Category: Select an industry category that represents your business. This allows
for more tailored reporting.
5. Reporting Time Zone: Select the appropriate time zone for accurate reporting based on
your geographical location.
6. Select which data (if any) you would like to share with Google.
Figure 7.3 - Google Analytics.

Account Structure
100 Analytics Accounts
50 website properties under each Analytics account
25 views under each website property
Within a single Google Account, you can have:
By default, Analytics will create an “All Web Site Data” view, which serves as a ‘raw’ view that
contains unfiltered data.
Creating additional views within Google Analytics allows you to filter unwanted traffic. For our
basic setup, we will create two additional views: ‘Filtered’ and ‘Sandbox.’
• The Filtered view will block unwanted traffic sources from skewing our data.
• The Sandbox view will serve as a test view to experiment in the future.
Create Additional Views
Figure 7.4 - Google Analytics account setup.

Figure 7.5 - Creating views.
Figure 7.6 - Adding filters in analytics.
Navigate to:
Admin » Views Column Drop Down » Create
New View.
Create two new views, named “Filtered”
and “Sandbox.”
1. In the Filtered View, select Filters.
2. Click “+Add Filter.”
3. Then enter a filter name.
4. Select predefined filter type.
5. Exclude » Traffic from the IP addresses »
that are equal to
6. Enter your IP address.
Adding a View
Add a Filter
Figure 7.7 - IP filter creation.
If you are unsure of your IP address, you can
Google search “what is my IP” to find out.
Now that setup is complete, we are ready to
implement Google Analytics on the website.

How to Install GA Tracking Script
Navigate to your Tracking ID:
Admin » Tracking Info » Tracking Code
This code must be installed on every
page of your website. The installation
method will vary depending on the
type of website you have (WordPress,
Shopify, Squarespace). Here, we’ll
look at WordPress installation.
Figure 7.8 - Google Analytics tracking code.
Plugins, like All in One SEO, make
installing Google Analytics on your site
a breeze. After installing the All in One
SEO Plugin, navigate to the Google
Settings section, and enter your unique
UA code.
Figure 7.9 - Adding analytics to WordPress.
Figure 7.10 - Google Analytics javascript code.
If your site is using
FTP, or you elect to
not use a plugin, you
can enter the full
JavaScript snippet
into the <head>
section of your site.

After your Analytics code is on your site, you must check to ensure the code is accurately tracking
visitors to your site. You can quickly do this by checking real-time tracking within Google Analytics.
Real-Time » Overview
Navigate to a few pages to make sure Analytics is tracking. Another friendly tool to check your
entire site for the Analytics code is gachecker.com. This website will scan your site and notify you of
all pages that are missing the Analytics tracking code.
In a standard Analytics account, the data takes roughly 24 hours to display within reports. So, check
back the next day to ensure your data has populated in all three of the views we created.
Verify That Analytics is Tracking
Figure 7.11 - Real time tracking in Google Analytics.
To measure tangible business metrics like leads, signups or downloads, you need to configure goals
within your Analytics account.
In Google Analytics, you have 4 ways of tracking goals:
1. Destination URLs: Used to track when someone reaches a specific page
2. Duration: Used to track how long someone stays on your website
3. Pages/Screens per Session: Used to track the number of pages someone views
4. Events: Used to track custom interactions of things like button clicks or video views
Creating Goals

For this example, we will look at creating a destination URL goal, which is ideal when you use a
thank you after a conversion.
Step 1. Log in to Google Analytics
Step 2. Click on “Admin” in the bottom right
Step 3. Select “Goals” under the view column
Step 4. Click “+ New Goal”
Step 5. Choose “Custom” and click “Continue”
Step 6. Enter a name for your goal
Step 7. Select the destination radio button and click “Continue”
Step 8. Enter your thank you page URL
Step 9. Click “Save”
Google Analytics allows you to quickly measure the success of your local SEO efforts by looking at
your organic (search engine) traffic growth.
Measuring Organic Traffic
Figure 7.12 - Creating goals.
In Google Analytics, go to:
Acquisition » All Traffic » Channels
Then click on “Organic Search”

Figure 7.13 - Measure organic traffic with the channel report.
Summary
Tracking the performance of your optimization efforts is essential for the success of local SEO.
By monitoring analytics, you’ll be able to use tangible data to refine your local strategy.
Compare your results with previous periods - focusing on growth month-over-month, quarter-
over-quarter and year-over-year.

Local SEO Checklist
Analytics
Google Search Console
Set up account
Verify website
Check for errors
Submit XML sitemap
Fetch and render homepage
Check link count
Check for mobile usability issues
Check for AMP errors
Google Analytics
Set up account
Install on website
Make sure it’s tracking
Set up views
Set up goals
Bing Webmaster Tools
Submit sitemap
Submit URLs
Keyword Research
On-page SEO Elements
Keywords everywhere
Keyword planner
Answer the Public
Page titles
Clean URLs
Meta descriptions
Top-level navigation
Click depth
Image size optimization
Image alt attributes
Image title attributes
Local business markup
Consistent NAP information listed
HTML sitemap
XML sitemap
Internal links
External links
Phone numbers are click-to-call on mobile

Local SEO Checklist (continued)
Technical SEO
Secure your site (HTTPS)
Site speed optimization
Fix broken links
40x errors
50x errors
301 redirects
Remove duplicate content
Local Content Creation
Content strategy
Testimonials
Create blog
Improve scan-ability
Blog strategy
Produce original content
Video
Images
Interior
Exterior
Team
Localized content
Schema markup
About page
Contact page (add map if possible)
Google My Business
Create Google My Business Listing
Select categories
Location
Phone number
Website
Service area
Description
Images
Cover
Interior
Exterior
Product
Food & drink
Team
Q&A
Respond to reviews

Local SEO Checklist (continued)
Listing Citations
Claim applicable business listings
Yelp
Bing
Facebook
Foursquare
Mapquest
Yellowpages
Manta
Merchant Circle
Superpages
Yellowbook
Submit citations to top directories
Remove duplicate listings
Social Media Marketing
Claim applicable profiles:
Facebook
Instagram
YouTube
LinkedIn
Snapchat
Pinterest
Vimeo
Tumblr
TikTok
Consistent branding across all platforms
Cover photo
Logo
Posting schedule
Engagement plan
Review response plan
Facebook messenger
Social media advertising
Promotion
Build links
Share on social media
Outreach
Google ads
Bing ads
Guest posts
Social mentions
Twitter

We Are SEOs, Writers, Designers,
Developers & Strategists
About Mainstreethost:
Utilizing proven marketing strategies, we’ve helped businesses like yours achieve their goals
including increasing website traffic, attracting new customers, improving search engine rankings,
and publishing engaging content on social networks around the web.
At Mainstreethost, we only succeed when our customers do. We’ve lived by this motto since we
opened our doors in 1999. Today, our operation has grown to over 130 marketing professionals
working with more than 4,000 small, medium-sized, and enterprise-level businesses.
Our five core digital marketing services include:
The Mainstreethost team lives and breathes digital marketing & in an industry that is constantly
shifting and changing shape, it’s our business to stay ahead of the curve. Our team operates by
learning, educating, innovating, creating, and above all, delivering results.

THE FATE OF YOUR BUSINESS RESTS IN THE HANDS OF
THE SEARCH GIANTS. THE LANDSCAPE IS TORTUOUS, AND
COMPETITION IS FIERCE. ARE YOU READY TO TAKE ACTION?
IT’S MAINSTREETHOST TO THE RESCUE!
1-888-874-3791
1-888-874-3791
© 2020 Mainstreethost - 207 Commerce Dr. Amherst, NY 14228 - www.mainstreethost.com

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