working the local side of seo | position2
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Working the Local Side of SEO
www.position2.com© Position2
In a recent blog post we showed how working local SEO made for some big benefits
for a custom shoe manufacturer. But there’s more to cover re: what to focus on when
optimizing for local search. The past few years have seen big changes in Local SEO
on Google, and not just Google Local morphing into My Business. Google has
consistently endeavored to improve the quality of search results and as a
consequence they are now more informative, providing details about what people
say about a particular place, the working hours, the ratings assigned by other users
– all of this driven by Googles algorithm updates. The Pigeon update, in particular,
has had the biggest impact on the way optimization for local search works.
To turbocharge local SEO, focus on the following:
1. Search queries
2. Social media
3. Web Directories
4. Websites & News sites
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Search Queries
The Penguin update introduced the use of geolocation, breaking up cities and
regions into geographical entities. As a consequence, the way target keywords are
used changes. Emphasis now needs to be on targeting neighborhood related
searches rather than city wide search queries.
Your job: research neighborhood related search terms and incorporate them into
your strategy.
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Social Media
To reach target audiences quickly watch out for neighborhood related groups on
Facebook. Consider all social channels as optimum for content syndication.
Your job: build a network of businesses and residents from the neighborhood. If
everyone in the “neighborhood” shares content (yours, theirs), visibility on Search
results rises.
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Web Directories
Limit yourself to TOP directories only. That’s the rule of thumb in this case. The old
days of just building links for SEO are history. The focus is now on syndicating
content and providing users with rich information. So post on quality sites rather than
each and every directory.
Your job: leverage directories like Yelp, Trip Advisor, Urban Spoon, depending on the
kind of industry you cater to.
Related Websites and News sites
Do not ignore local news websites. They come up on search with location based
search queries. Maintain a presence on these websites and continually update your
press releases (they double as fresh content).
Investigate industry specific forums, aggregator sites where lots of local businesses
list, and maintain a presence to continually spread the word.
The majority of local search queries originate from mobile devices. These are users
on the move, in your neighborhood. If your website isn’t maxed out with mobile
friendliness you are all but wasting your time.
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Your job: read about the ranking factors for Local SEO clearly explained in this
report from Moz. The winning combination in Local SEO includes website, Local
Business, Social Media and user-generated content.
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Another good resource — www.localseochecklist.org — has some nice insights into
where you should concentrate while optimizing for local search.
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