Do you own a business that serves a local market? When I say local market, I mean geographically in your town, suburb, or city. If you do, having a good SEO presence in Google search results is so important to growing leads, especially after Google’s latest change to its search results page.
Google is often the first place people turn to when researching a company or service – as a matter of fact, according to Google, 4 out of 5 consumers use search engines to find local information.
And 50% of mobile searches lead to in-store visits within one day.
I am sharing with you some of the basic things you need to do now to build a better local SEO foundation and start improving your SEO presence.
This post will cover basic citations and listings with data aggregators, and some tactics you need to implement on your own website.
This is not meant to be a comprehensive list about local SEO. However, what I’m covering below will certainly help you build a solid foundation and get you on your way.
The sooner you get started on local SEO optimization the better. It can take 90 – 120 days for these efforts to trickle back to the search engines and have an impact.
The Basics – Google’s Local Pack
First, let’s make sure we’re talking about the same area in Google’s search result page. What is a local SEO search result, or sometimes referred to as a local pack?
The highlighted area in red in the screen shot below is Google’s Local Pack. These are organic local listings.
Google’s local pack was recently changed from showing 7 results to just 3 results. The change from 7 listings to just 3 has forced more companies to use Google’s PPC program if they want to be top of page, or forced more companies to start improving their local SEO efforts.
Local SEO Ranking Factors: Citations, Data Aggregators
It’s important to recognize that Google is trying to serve the most relevant and reliable search results it can to local searchers. If Google’s local search results are unreliable people would stop using Google.
Ranking well in Google’s organic local pack is usually not an easy task – it takes consistent ongoing effort and is highly dependent on the competitive environment for a particular phrase.
Also, there are many other variables that contribute to a site’s ability to rank well. And it’s even more challenging if the competition is proactive with its local SEO efforts.
For local search results in a Google local pack, part of what Google relies on are numerous outside sources that validate the same name, address, phone (i.e. NAP) information for your business. There are two primary sources for validation – Data aggregators and citations.
One source that Google and the other search engines use are data aggregators – these are independent 3rd party sources that collect information about businesses and feed the search engines with NAP information for your business. I cover these down below.
Citations are other websites that list your name, address, and phone number (i.e. your NAP). An example of a citation is your Yelp listing or the local chamber of commerce that you belong to that lists your business.
When many 3rd party trusted websites list your information consistently, which also aligns with the same information that the data aggregators are sending to the search engines, then you have dozens of points of trust and a higher likelihood of ranking well.
Consistency in your business’ NAP information is one of the single biggest contributors to whether you rank in Google’s local pack.
Correct Categorization of Your Business
As you go through this list and submit your business, some sites will ask you to categorize your business. Many sites do not offer consistent categories between them. But make sure to list your business consistently in your business’ categories if you can.
And remember to fill out your company’s profile as completely and thoroughly as possible for each site. Incomplete listings are never a good thing.
So let’s get into the tactics. Read on if you want to start improving your local SEO presence.
Off Site Local SEO
Data Aggregators and Third Party Database Feeds
There are several main data aggregators that feed your business’s’ information to the search engines. Make sure you get your business listed in each of them. Search for your business first before submitting. Here’s a list:
A large part of your business’ ability to show in the local search pack (a 3 pack now) is a result of what we call citations.
Citations are other websites that list your business’ NAP (name, address phone). There doesn’t necessarily even have to be a link back to your website, just the fact that a site lists your business’ NAP counts as a positive vote in Google’s eyes.
A good example of a citation is your Yelp page. Below is my company’s Yelp listing with its NAP highlighted.
A Yelp citation is a highly authoritative and trusted source in Google’s eyes.
10 Strong Foundational Citation Sites
- Google Plus/Google My Business – requires a verification postcard that will be mailed to your location with a pin number.
- Super pages
- Insider Pages – here’s an FAQ from IP about how to get listed.
- Best of The Web – there’s a free and paid version
- Bing Places for Business
- Yelp – often they will call with a verification pin number.
On-Site Local SEO: Things To Do On Your Own Site
Make sure your NAP is the same throughout your own website. Is the NAP listed the same on every page?
Don’t worry about the difference between Suite, Ste, or # – Google can normalize these variances.
Common recommendations are to have your NAP listed in the footer of every page.
Advanced tip: markup your NAP on your website with Schema (microdata). If you’re not comfortable with the technical aspects of coding on your site then reach out to your web developer regarding this. Below is an example of what that might look like.
Additional Pro Tips for Additional Citations
If you belong to a chamber of commerce or any other trade associations, alumni organizations, the BBB, make sure you get a citation listing your company’s NAP and a link back to your website if they provide it.
Research Your Competitors
Google itself can be a great source to find authoritative sites for citations.
Below I searched for “day spas in San Diego”
Click on “More day spas” and you will get an extended list of locations.
Then click on the name of any of these companies and you will get a short list of citation sites that list a particular company. So in this case I click on the name of the first listing, then scrolled down to find the list below of sites also listing this same company.
Google gives us a short list of the others sites that reference this business. The first two are the company’s site, but the next three are Yelp, Facebook, and the one called SpaWeek. SpaWeek is a good find – it’s an industry vertical that is sending a strong signal to Google (otherwise it wouldn’t be listed here).
If Google lists a site chances are it believes that site is trustworthy and would be a good spot for you also to list your business.
Go down the list of companies and view the listings for each to find other opportunities.
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