Download - The Complete Step-by-Step Guide To Local SEO

The Complete, Step-by-Step

Guide to Local SEO


Guide to Local SEO

Copyright 2012 - OIC Group, Inc.

Table Of Contents.

The Complete, Step-by-Step Guide to Local SEOStep #1: Keyword Research - Category Selection (Part I).......................................................................1-2

Step #2: Keyword Research - Keyword Selection (PartII).......................................................................2-3

Step #3: Establish Keyword Relevancy with New Pages

Step #4: Align Your Business’ Information on Data Provider Websites................................................4-5

Step #5: Claim Your Business’ Yellow Pages ListingStep #6: Claim Other Local Search Listing (except Google Places)Step #7: Acquire “Citations” to Your Business..................................................................................5-6

Step #8: Earn Reviews of Your CompanyStep #9: Claim Other Local Search Engine Listings................................................................................6-7

Step #10: Claim Your Google Places Listings........................................................................................8

Disclaimer...............................................................................................................................................9


Guide to Local SEO

Copyright 2012 - OIC Group, Inc. 1

The Complete, Step-by-Step Guide to Local SEOOur step-by-step guide to local search engine optimization is designed for all types of businesses and organizations. Although this local SEO guide covers many different channels to improve the local search presence of your business, the primary focus of these processes is directed toward Google Places.

GGo through each step sequentially and with great attention to detail in order to achieve the greatest SEO potential for your local business. The rst steps are designed to sharpen your awareness of your local SEO landscape as well as certain aspects about your business. Although we save the tasks involving Google Places for last, each step prior is still very important to attain the best pos-sible results. By going through these steps before claiming your Google Places listing, you will understand exactly how to claim and optimize your Places page for optimum results.

Step #1: Keyword Research - Category Selection (Part I)

One of the most important rst steps in the local SEO process is conducting keyword research. You want to research keywords and phrases that are most relevant to your business and what your target market is searching. The best ap-proach while doing this is to organize your keywords into related categories.

For instance, if you are a home builder, there may be little demand for “loft conversions Seattle,” simply because the nature of the keyword is so specic. Rather, a better keyword target may be “home remodeling Seattle.” As you go through the keyword research process, consider this information as you select categories and enter keywords in the local listings you create (in the steps that follow.)

ToTo get started on pinpointing good keyword categories, view the Google Places category listings to drill down on those that best apply to your business. Later in the process when you claim your Google Places page, the more specic cat-egories you choose, the better the chances your business will rank for that particularly category.

Google allows you to select up to ve keyword categories for you Place page. It is best if each category you choose is not wildly unrelated from different areas of Google’s category hierarchy. Google Places requires one category from its own hierarchy (the rst one you select), and the remaining four you can custom create to your liking.


Guide to Local SEO


Step #2: Keyword Research - Keyword Selection (Part II)

PartPart two of the keyword research phase involves getting more specic on select keywords and gathering more data about each. Once you have compiled a list of relevant keyword cat-egories from above, you will need to investigate these keyword phrases a bit deeper.

You will need to take the keywords you have chosen and submit them into a keyword research tool to see what kind of search trafc (or volume) is available. There are a number of keyword tools, but we recommend you use Google’s AdWords Keyword Research Tool, as well as the Trafc Estimator tool (you’ll need to register for a Google AdWords account for full access to the Trafc Estimator).

The AdWords Keyword Research Tool will provide some traf-c data, but more useful are the additional keyword sugges-tions the tool offers. Use Google’s Trafc Estimator to nd out how much trafc your keywords provide. It is very important to note that the default keyword setting for both of these tools is “broad match.” Instead, be sure to switch to the result to show only [exact match]. This will show trafc for people searching ththe given keyword with no additional words attached.

The options to switch the matching settings are located in the left hand navigation of the Keyword Research Tool, and under the “Advanced Options” for the Trafc Estimator.

The categories you choose should be relevant to the content of your company’s website. If you are in the appliance repair business, and your website talks about appliances, but not repair, modify the content of your homepage to include refer-ences of the phrase “appliance repair”. Establishing this key-word relevancy is an important part of the local SEO process. When we get to writing the description on the Google Place page, including these keyword phrases will also be a signi-cant factor to achieving a better Google Places ranking on those phrases.

We also recommend that you take a look at your competitors’ Google Places pages to see what categories they have chosen. This may give you some clues as to which keywords are most relevant to your business.


Guide to Local SEO


Understanding Broad, Exact and Phrase Match

It is important to understand the difference of matching types provided by Google’s tools. Broad match keywords are often ambiguous and difcult to gauge, mostly because the possible variations are so vast.

BeloBelow we provide an example of the possible variations in Exact, Broad and Phrase:

Keyword Phrase: [blue car]Exact match: [blue car]Phrase match: “blue car”, sporty “blue car”, “blue car” images, red, white, and “blue car”, navy “blue car” for saleBroaBroad match: indigo automobile, blue vehicle, off-road navy vehicle, cars that are blue, blue toy cars

Researching Local, Geo-Modied Keywords

You will likely want to conduct some research that combines your primary keyword targets and geographic modiers, or lo-cations in which you plan to target for your local SEO strategy. SomSome examples of geo-modied keyword phrases are “Peoria appliance repair,” “appliance repair Peoria IL,” “appliance repair company Peoria,” and so on.

Choosing Your Keywords for Local SEO

OnceOnce you have thoroughly researched your keywords and per-formed a competitive analysis of the local search landscape, it is time to pick the top ve keywords for local SEO. We suggest using the following criteria as insights in choosing your primary keywords:

1. The keywords reect the terms in which your target customers are using to nd you

2. The keywords offer high trafc volume

3. The keywords are low competition

Once you gain awareness of the precise keyword phrases that will drive relevant, quality trafc, perform a Google search for each keyword to get a sense of the competition. Pay particu-lar attention to the Google Places listings. Note the nature and number of reviews each competitor has; the content of the their Place page, such as the copy, images, and videos; and the cat-egories they selected to dene their business


Guide to Local SEO


Step #3: Establish Keyword Relevancy with New Pages

NoNow that you have your primary keyword targets, it is important to make sure your website is relevant on these keywords. You can earn valuable insights about the current keyword relevancy of your website by analyzing the “Content Keywords” section of your Google Webmaster Tools. If you don’t have Google Web-master Tools established, it is an easy process to set-up.

More often than not, we recommend creating a handful of new pages on your website that focus on the keywords you have chosen. Having dedicated pages for each primary keyword target will help your website become more relevant on these phrases. This in turn increases the likelihood that your site will appear in the top rankings of the search engine results.

IIt is also important to consider the geographic keyword rel-evancy of your website. Although it helps to reference your pri-mary geographic target (e.g. “Peoria IL”) on any new pages you build, in most cases, the location specic page of your website will be the homepage. If you have multiple geographic targets, you should consider creating new pages dedicated to each location. Be sure to describe each location and how you service each location with unique, non-duplicate content. Always be very clear in terms of where your company is based, and in-clude the name, address, and phone number of the business on each page.

Step #4: Align Your Business’ Infor-mation on Data Provider Websites

In the U.S., there are a handful of data companies that offer raw data to Yellow Pages, local search providers, and other infomediary sites. It is important ensure that the information these companies have stored about your business is both ac-curate and consistent across each provider.

One important acronym to take into consideration regarding your business’s information is “NAP.” This is simply the name, address, and phone number of your business. In the listings of these data providers’ websites, is particularly important that have a consistent phone number associated with the physical location of your business. It is also crucial that your address and business name are exactly the same on each listing, as any inconsistencies can be detrimental to your search engine any inconsistencies can be detrimental to your search engine rankings. Some local SEO experts refer to these inconsisten-cies as a way of “confusing Google.”

For optimal SEO performance, make sure that the NAP is both accurate and aligned amongst these data providers. If you are a small ofce in a shared building, double check to see that there are no other businesses listed at the same physical address. In some instances, the same street address may be correct for two companies sharing a building. Just be sure that the suite number is included to make the listing unique.

YelloYellow Pages, local search providers, and other directory listing sites utilize data from these providers to conrm the accuracy of your business’s data. Information about your business that is inconsistent can hurt your ranking. If you have several phone numbers, such as a local line or an 800 number, use only the local line.


Guide to Local SEO


There seems to be a consensus in the SEO profession that alocal phone number is a better choice than an 800 number.This is what you will want to use when we get to setting upyour Google Places page.

TTo begin on your efforts, below are some of the major data pro-viders you will want to ensure your business information is con-sistent:

AcxiomDun and BradstreetExperianInfoUSA

Step #6: Claim Other Local Search Listings (except Google Places)

There are number of search providers (aside from Google) that There are number of search providers (aside from Google) that have a local market focus and offer an easy way to get your business listed. Although some of these websites are not di-rectly associated with Google or Yellow Pages, they still offer tremendous SEO value and can help to steer quality trafc to your website.

Below we have compiled a list of some of the most popular local search listings that you should consider for your local SEO efforts:

AOL Yellow Pages CitySearch Insider Pages Local.com MapQuest MapQuest Yelp

Step #7: Acquire “Citations” to Your Business

CitationsCitations are somewhat like links in that they improve the cred-ibility (and local SEO performance) of your business. To ensure your business is legitimate in your particular industry and area, Google is constantly scouring the Internet for consistent infor-mation about your local business. In essence, Google utilizes citations to check that the information about your business (namely your business’s NAP information) is exactly the same everywhere you are listed.

Step #5: Claim Your Business’ Yellow Pages Listing

Yellow Pages is a great resource your local SEO efforts. Al-though it is not necessary to have a Yellow Pages listing, the credibility and local, reputational value can positively impact your online brand, as well as funnel local visitors to your web-site.

If you do not already have a budget set aside for a Yellow Pages listing, you should consider creating one. The increased online exposure it can bring your business can be highly benecial to your marketing efforts.

Below is a list of Yellow Pages websites that we suggest sub-mitting your business listings to:

YellowPages.comDexKnows.comYellowbook.comSuperPages.com


Guide to Local SEO


Toward the bottom of a Google Places page there are often citations listed as “More about this place” or “reviews from around the web.” Think of these additional listings as tradi-tional SEO links, but in these cases they are simply a way of Google conrming the NAP information of your business. The more consistent citations you have, the higher your will Google Places page will rank. In short, acquiring citations for localocal SEO is simply a technique of submitting listings in suf-cient numbers to other websites.

A solid starting ground to nd good sources for citations is to look at your competitor’s Google Places pages, specically the “More about this place” section” and “reviews from around the web.” Here you can nd good candidates for creating a refer-ence to your business as well. In addition to what you might nd using your competitors cita-tion sources, below are few places you will want to consider:

YP.comYelp.comKudzu.comSuperpages.comCitySearch.comMerchantcircle.comMerchantcircle.com

Step #8: Earn Reviews of Your Company

Earning reviews of your company can be momentous for your Earning reviews of your company can be momentous for your local SEO campaign. In most local search results, the busi-nesses that have earned more reviews will tend to rank higher. This is often the case on both Google Places as well as other local listings. It is very important that you do this both ethically and legally. So as tempting as it may be to create a few fake accounts and make reviews in-house, the risk of penalization greatly outweigh the rewards. greatly outweigh the rewards.

A better approach is to have loyal customers write reviews of your business. One way to facilitate positive reviews is to create a special business card that you can give out to satised cus-tomers. On this business car, add a couple URLs where you would like them to provide a review for your business. Pitching this idea to happy customers can be an easy way to earn qual-ity, ve-star reviews.

For now, focus your efforts on earning reviews from other places like Yellow Pages, Superpages, and Yelp. If applicable to your local business, Yelp reviews are known to be a great contributor to attaining better Google Places ranking later on.


Guide to Local SEO


Below we offer some additional ideas for places in which you may want to encourage customers to provide reviews for your company. On many of these websites, you should take the time to claim your prole listing. In addition to ensuring a consistent NAP on each of these websites, having quality reviews is highly important to realize the greatest SEO potential.

AngiesList.com BloomSpot.com BloomSpot.com CitySquares.com CityVoter.com Kudzu.com LilaGuide.com Yellowbot.com

DependinDepending on the industry and nature of your local business, take into consideration some of these industry-specic review sites:

Hotels.com Menuism.com TravelMuse.com TripAdvisor.com Urbanspoon.com Urbanspoon.com Opentable.com

An important consideration to keep in mind while targeting relevant review sites is to pinpoint the sites in which Google Places features reviews from (the “reviews from around the web.”) In turn, this will have a positive impact on your Google Places ranking.

Step #9: Claim Other Local Search Engine Listings

BeforBefore we get to the nal step of claiming your Google Places, we recommend taking the time to claim any other local search engine listings that pertain to your business. After all the expe-rience earned claiming your business listing on other websites, you should now be procient at selecting categories, making consistent your NAP information, writing a good description of your business, and so on.

Aside from Google, below are two popular search engines to claim your local listing:

Yahoo! Local Bing


Guide to Local SEO


As you follow the instructions and enter information about your business, you will notice many elds that are optional (such as “hours of operation”). We suggest populating your Place page with as much information as possible, not only for the sake of your visitors, but also to empower your page to its fullest potential. Although it is not proven, many experts will argue that Google Places pages with more complete pro-leles increase their chances of ranking higher in the results.

At the nal step in the process, you will be given the option to verify your Google Places page by phone, text message, or postcard. It is recommended to select the postcard option, for this tells Google that your place is absolutely valid and legitimate.

Further Optimizing Your Google Places Page

The images and videos sections of your Google Places page are also great ways to both...

Step #10: Claim Your Google Places Listing

You have made it to nal step of the local SEO process: claimYou have made it to nal step of the local SEO process: claim-ing your Google Places listing. Some marketers prefer to claim and optimize a Place page as primary step in the process. How-ever we have found saving this step for last (after you have ob-tained citations and reviews on other sites) to provide a greater impact. This is because when Google evaluates your business’ Place page for the rst time, it will see value and credibility in your business, with respect to the popularity your business has earned elsewhere on the Web.To begin, use the primary Google account of your business (that is, the same account you use for Google Analytics and Webmaster Tools.) If you do not have Google account set-up, register ad establish a dedicated account before moving for-ward.

Next, perform a search on your business’ name. If a Google Places listing already exists for your company, claim the page by clicking on the link that reads “Places Page.” On the Place page, select the “More” option, and then “Edit Details.”If a Google Places listing does not show up, then go to Maps.Google.com and click the link on right side that reads “Put your business on Google Maps.”


Guide to Local SEO


The images and video sections of your Google Places page is also a great way to both populate and further optimize your listing. A valuable tip here is to name or label your rich media using the keywords that represent your local SEO targets. Be sure to do this before your upload any images of videos. As a result, your page can establish greater keyword relevancy and increase its ranking potential.

For More InformationFor more information on Guide to Local SEO and Local Market-ing strategies for your company, visit OIC Group, Inc. online at www.oicgroup.net/ or contact us at (309) 680-5600 or [email protected].

OIC Group, Inc.OIC Group, Inc. is a Website Design & Search Engine Optimization company located in Peoria, Illinois. Founded in 2002, OIC Group, Inc. provides expert Web Design and Local SEO services, as well as Pay Per Click Management, Web & Email Hosting, Ecommerce Web Development, and powerful Content Management solutions for companies of all sizes throughout the United States.

DisclaimerThiThis document has been written to provide information elements of a successful Local SEO and Google Places optimization cam-paign. Every effort has been made to make this document as complete and accurate as possible. However, there may be mis-takes in typography or content. This document contains infor-mation only up to the publishing date. Therefore, this document should be used as a high-level guide only – not as the ultimate source of its topic. The purpose of this document is to educate. The author and publisher do not warrant that the information contained in this report is fully complete and shall not be respon-sible for any errors or omissions. The author and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by this document.

IF YOU DO NOT WISH TO BE BOUND BY THE ABOVE, PLEASE RETURN THIS DOCUMENT

Note: This document is optimized for viewing on a computer screen, but it is organized so you can also print it out and as-semble it as a book. Since the text is optimized for screen view-ing, the type is larger than that in usual printed books.

Copyright 2012 © Tyler D. Tafelsky/OIC Group, Inc. – All Rights Reserved. No part of this report may be reproduced or transmitted in any form without the written permission of the author, except for the inclusion of brief quotations to be used in a review.

Lastly, take advantage of the “Offers” section found low on your Google Places page. This is under-utilized feature that many businesses fail to take advantage of. Create offers (or coupons and special discounts) to incentivize visitors to do business with your company. Furthermore, don’t hesitate to use keyword tar-gets when writing these offers, as this too can increase the key-word relevancy of your page

Download - The Complete Step-by-Step Guide To Local SEO

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