As more and more consumers use search engines to find products and services near them, having an effective local SEO strategy is key for reaching this large audience. Local SEO services are becoming increasingly important for businesses looking to improve their online visibility and attract more local customers. For digital marketing agencies, providing expertise in local SEO can be a great way to better serve clients and grow the business.
Conduct Thorough Keyword Research
The foundation of any good SEO strategy is comprehensive keyword research. Taking the time to identify relevant keywords and phrases that potential customers are searching for will allow you to optimize pages around those terms. Think about geographic keywords as well as service-related keywords that prospects might be searching. Tools like Google Ads Keyword Planner, SEMrush, and Moz Keyword Explorer can help generate keyword ideas. Prioritize keywords based on search volume and competition to focus your optimization efforts on ones that will drive the most traffic.
Optimize On-Page Content
With a list of target keywords in hand, the on-page optimization process can begin. This includes optimizing page titles, headers, content, image alt text, and meta descriptions for selected keywords. Be sure to include keywords naturally throughout page content rather than overstuffing just for SEO value. Content should be useful and engaging for site visitors. CMS platforms like WordPress have SEO plugins that can auto-generate page titles and meta data during the content creation process.
Enhance Site Architecture
An SEO-friendly information architecture ensures search engines can easily crawl and index site pages. Here are architectural best practices:
- Use simple, descriptive URLs rather than overly complex URLs
- Implement breadcrumb navigation to show page hierarchy
- Create XML sitemaps and submit them to search engines
- Limit page depth to reduce crawl issues for search engine bots
- Ensure internal linking allows bots to traverse the site and pass “link juice” to important pages
Claim and Optimize Business Listings
Managing online business listings is a key local SEO tactic. This includes creating and verifying listings on Google My Business, Apple Maps, Bing Places, Yelp and other relevant directories. Completing listings with accurate business information signals to search engines that your business serves the local area. Be sure to customize listings with photos, descriptions and other enhancements for greater visibility and click-throughs.
Build Locally-Relevant Backlinks
Earning backlinks from other local sites helps search engines determine your business’s relevance to geo-related keywords. Having local news outlets, directories, niche sites and even community bulletin boards link back to your website can bolster your ability to rank for local searches. While poor quality backlinks should be avoided, there are many ethical link building tactics agencies use such as guest posting on hyperlocal blogs or contributing expertise to local publications.
Develop Location-Specific Content
You can make your website even more relevant for local SEO by creating dedicated pages and content for different locations you serve. For example, create unique city-specific pages highlighting your capabilities or past projects in those areas. This shows search engines you have deep local expertise and gives visitors from those areas custom-tailored content. Embedding location info into page titles and content provides additional optimization signals.
Perform Technical SEO Audits
Technical issues like site speed, broken links or unsecured pages can dampen SEO performance. Conduct regular technical SEO audits to uncover and correct any technical problems on the site. Test site speed and mobility across devices. Implement XML sitemaps. Install plugins to manage duplicate content issues. Leveraging technology like AMP to accelerate page speeds can also enhance accessibility for Google and other mobile searchers. Staying on top of technical best practices is key for visibility.
By implementing these essential SEO strategies as standard operating procedures, digital marketing agencies can maximize their search engine presence to pull in more organic traffic and customers. As the digital landscape and ranking signals evolve over time, agencies must stay agile and continually refine their local SEO approach for the best results.
