Ultimate Local SEO Checklist: Boost Your Business Locally
A local SEO checklist is a valuable tool for businesses looking to optimize their online presence for local search.
6 min read
Samantha Walls
:
Aug 16, 2022 12:45:48 PM
Running a business can at times, feel like a rat race. You’re constantly vying against the competition, looking for a leg up.
In today’s competitive digital world, it’s critical for your business to have an online presence. Gone are the days when plastering your company’s logo on a billboard or buying an ad in the local paper was part of an effective marketing strategy.
Now, your neighbors, kids’ teachers, church parishioners, friends and fellow small business owners turn to the web to find the service they need to solve their problems. In fact, 81% of retail shoppers conduct online research before buying, according to GE Capital Retail Bank’s Second Annual Shopper Study.
If you’re not in a position to be found, you could miss out on business in your community.
If your goal is to increase visibility on the web, local SEO services can help connect you with potential customers and other local businesses. Search engine optimization (SEO) marketing companies are a great resource for helping you get your business noticed and boost your visibility in local search results when someone in your community requires your services or products.
However, if your ultimate goal is to grow your business, you may require more services than what a dedicated SEO marketing agency can offer.
As you develop your marketing goals and plan your company’s direction, it’s important to know what local search engine optimization services can and can’t do for your business to make the best decision for your company.
Industries like real estate, insurance, consumer retail and food service are notorious for fierce competition. In any given community, local consumers and B2C clients likely have multiple choices they can turn to when they require a product or service (not to mention beyond your local area in surrounding communities).
So how can a marketing agency that focuses on local SEO services help you increase your online presence? An SEO marketing agency will primarily focus on using SEO strategy by engaging in two primary activities:
Google uses both on-page and off-page optimizations to evaluate your website’s credibility, relevance to a search and the quality of user experience. Local SEO services will typically include these nine areas:
In addition to SEO, the best agencies will evaluate traffic analytics, or where your traffic (and your top competitors’ traffic) currently comes from, how it arrives and how long it stays. Agencies should also incorporate heat maps into their analysis. These allow you to understand what’s drawing visitors’ eyes and where they are spending their time so that you can conversion rate optimize (CRO) each page.
Before we get to what a local SEO company CAN’T do for your business, we want to bring your attention to what they SHOULDN’T do for your business.
While SEO marketing agencies should perform the services we mentioned above, they shouldn’t include “Black Hat” techniques in an effort to get you results faster. While “Black Hat” techniques can give your site some short-term gains, they ultimately will cause tremendous harm to your website’s domain authority.
Black Hat SEO, or spamdexing, is the deliberate manipulation of search engine indexing. Some signs that a marketing agency is using Black Hat techniques are if they offer to:
Black Hat SEO is a sure-fire way of giving your website a bad reputation in real life, on social media and with Google.
Now that you know what local SEO services CAN (and SHOULDN’T) do for your business, it’s time to take a look at what they CAN’T do for your business.
While SEO marketing can help get your web pages ranked, this strategy alone doesn’t necessarily generate leads for your sales team. It’s an important step in generating leads, but it is only one successful process component.
So what’s the answer? SEO as part of a complete marketing strategy.
Here’s why. SEO relies primarily on the popularity of Google searches to increase visibility. It doesn’t generate interest in a topic that isn’t already searched for by your target audience. So it can’t increase traffic to your site if that search traffic isn’t already there to begin with.
SEO can’t always get specific keywords ranked on the first page of Google. Let’s say you sell tennis shoes and you want to rank for the keyword, “Nike.” While there is around 5 million searches each month for that keyword, the keyword difficulty is 100%. Meaning it's virtually impossible to rank on the first page of Google for that keyword. So if an SEO company says they can get you ranked for “Nike” ask them, “ranked on page 1 or just ranked in general.” If they say page one, run as fast as you can!
If you aren’t generating traffic through other means as well, search engines do not have enough information to judge your site. And, even if potential customers come to your site, it doesn’t mean you have the tools in place to guide them through the buyer’s journey.
Here’s a look at how SEO fits into the buyer’s journey. This journey, or the process a customer goes through before purchasing a product or service, includes four stages:
As you can see, SEO strategy plays a part in attracting the ideal customer. However, SEO is just one part of the entire marketing process that begins with acquiring potential leads and ends with nurturing and closing those leads.
You need a combination of internet marketing strategies to consistently generate leads, which will then help you grow your business. A full service marketing agency that uses an inbound marketing strategy can lead to building trust, positive brand perception and long-term growth.
SEO is an important tool to attract buyers to your website. However, while an effective SEO strategy may bring potential buyers to your website, if you don’t have the right plan in place to convert them into customers, your efforts will likely go to waste.
A complete marketing strategy uses five fundamentals to achieve results. They are:
Digital marketing encompasses your whole online presence and uses various methods, including content marketing, inbound marketing, email marketing, social media marketing, pay per click and SEO.
In other words, digital marketing companies do everything an SEO company does, but as part of a comprehensive strategy. A digital marketing agency also tends to be a larger company and is able to offer you many resources like software … resources that would cost you significantly more if you purchased them individually.
When looking for a marketing agency that offers local SEO services, it’s important to choose a partner that:
Inbound marketing recognizes that the local audience you are targeting through your SEO strategies are in many different stages of their buyers’ journey. Web pages, content, offers and other effective tools will work together to improve the cost-effectiveness of your marketing and creating a foundation from which to grow.
A local SEO checklist is a valuable tool for businesses looking to optimize their online presence for local search.
Local business SEO is the practice of optimizing your online presence to improve its visibility in local search results. It involves developing...
If potential clients in your community can’t find you online, you are likely doing something wrong or doing nothing at all to get found.