The modern local marketing can be a very intimidating, since indeed, the landscape has significantly changed from the traditional local marketing we are all familiar with.

Here, we will discuss how we should approach local marketing. However, let us begin by discussing the most important thing: the customers.

How Local Customers Have Changed

Every marketing effort should sprout from a thorough understanding of the market—our customers.

So, before we begin, it’s important to understand how our behaviors in learning about local businesses have significantly changed in the past decade.

In the past, we learn about new businesses from billboards, newspaper articles, and direct mails, among others.

Nowadays, there are two primary ways to learn about the existence of a local business: social media (including posts and reviews from influencers), and Google Maps queries—including “near me” search queries—.

Of course, there are other ways like online advertising or recommendations from certain apps/sites, but the fact remains that nowadays, we learn about local businesses online.

So, in this guide, our strategies will revolve around this customer behavior, and capitalize especially Google Maps and social media platforms to capture our audience’s attention.

I. Google Maps Marketing

Also often referred as “local SEO”, there are two main ways people search for local businesses in Google Maps:

1. Straight from Google Maps app
2. Performing location-based search queries (i.e. restaurants in LA) or ‘near me’ queries (i.e. restaurants near me) on Google search.

For the latter, Google will display the top 3 results from Google Maps above the organic results (but below the paid ads).

Depending on your device, you can usually see 2-4 results before you need to scroll while using the Google Maps app.

So, our priority here is to get ranked on the top-3 results according to our location and niche—often called the ‘3-pack’ —.

Before we can learn how, we have to discuss the important ranking factors for Google Maps.

Google Maps Ranking Signals

It’s important to first understand that ranking signals for Google Maps SEO is significantly different than traditional SEO, and here are the top ranking signals we will need to focus on:

1. Google My Business signals

Google My Business is where you list your business to be featured on Google Maps, including various information from your address to the description of your business.

The most important signal here is your business’s proximity to the searcher’s. For example, if your Google My Business listing is similarly optimized as your competitor’s but their business is slightly closer, they will rank higher.

The more complete and informative your listing is, the higher the chance to rank.

2. Backlinks

Your website can (and should) be listed on your Google Maps Listing. Here, Google will take into account the backlinks coming to your site, the quality of backlinks, and so on. Quite similar to what you would see in traditional SEO strategy.

Note: since this will also affect your website, we will discuss this in the website section further below.

3. Reviews

The quantity, velocity, and diversity of (preferably positive) reviews on your Google Maps listing. Google will also consider reviews on third-party major sites (TripAdvisor, Yelp!, Facebook Places, etc.) depending on your niche.

4. On-Page Optimizations

In Google Maps SEO, the most important on-page optimization is the presence of your NAP (Name, Address, Phone Number) information. Keyword optimizations and other on-page signals for traditional SEO will follow.

5. Citations

Local citations are any mentions of your business’s NAP on other sites. The more, the merrier.

6. User Experience signals

Both on your website and Google Maps results. For example, the number of people who calls your business directly from Google Maps results, the bounce rate on your website, and so on.

7. Social Signals

Engagement on various social media networks.

Note:  we will discuss this on the social media section further below.

Google Maps SEO: Step-By-Step Guide

Based on the ranking signals discussed above, there are four key steps in climbing the ranks of Google Maps:

1. Claim, Optimize, and Verify your Google My Business Listing

If your business has been around for some time, it’s possible someone else has claimed your business listing (in most cases, with a good intent). If that’s the case, you can claim the business by simply providing proof of ownership in the verification process.

If your business has a physical address, the verification process usually involves Google sending a postcard containing a verification PIN, so it’s fairly simple. Depending on the type of your business, Google might also allow verification via email or phone.

When optimizing your listing, the most important thing to consider is providing clear information for your human audience. Make sure they will know what your business’s about immediately, what you sell, any unique propositions, and so on by focusing on these areas:

• Make sure all your information (especially NAP information) is accurate, complete, and up-to-date
• Choose your business category carefully. The business category should describe what your business is doing rather than what you sell
• Use attributes to inform about your unique services or value propositions (i.e. if your business has a smoking area or kid-friendly)
• Use well-taken photos, preferably those taken on or nearby your premise. Listings with photos get 35% more conversions.
• Specify your service area, for example, if you provide delivery.

In general, avoid stuffing your Google My Business listing with keywords (Google is strongly against it). Use your keywords sparingly and focus on bringing clear information for your human readers.

2. Get More Reviews

Getting more (positive) reviews both on your Google Maps listing and other platforms are not only beneficial for Google Maps ranking purposes.

Reviews are also important social proofs that will drive conversions.

There are several effective tactics you can try to encourage more reviews:

• Ask at the right time.

Sometimes, that’s all it takes. Timing, however, is important to maximize the chance of getting the best possible review. For example, ask when they just made a repeat purchase.

• Offer incentives

A fairly common practice is to offer incentives in exchange for their review (and social media post). For example, you can offer discounts or freebies after they show you their valid reviews.

• Respond to existing reviews

Including and especially for negative ones. People are more likely to leave reviews for businesses that frequently respond to previous reviews. Address all negative reviews quickly and politely, and fix the underlying issues.

Obviously, the most important thing in getting positive reviews is to actually deliver good products and services.

Thankfully, Google actively encourages you to get more reviews, and nowadays they even send a push-notification asking your visitors for a review automatically after their visit.

3. Building Local Citations

As previously mentioned, citations are any mentions of your business’s NAP information that can be indexed by Google.

NAP information in a standard text format is easier to index than an image, so it’s important to consider.

There are several ways to get a local online citation:

• When other website or an influencer mentions your business’s NAP (i.e., in a review for your business)
• Asking your business partners to cite your NAP on their website
• By listing your business on various online directories according to your location and niche

While the first and second options are fairly limited and harder to control, you can definitely put more efforts on the third.

Do a quick Google search to find online directories according to your industry and location. If you are located in the US, you can also use this list to find online directories by category, and this list for directories by city.

The most important thing when building your local citation is to maintain consistency in information. That is, if, for example, you just changed your business address, you must update your NAP information on all these listings.

II. Optimized Local Website

It’s easy to be tempted to solely focus on the looks of the website rather than its performance and functionality—a common mistake made by many local businesses.

However, your website as a local business is a very important part of your digital marketing strategy. One one hand, it’s your online business card, and it’s where people are going to visit when they want to check out your brand.

On the other hand, when used properly, your website can be a steady source of traffic, prospects, and ultimately, paying customers.

When planning and developing your local-focused website, here are a few things to keep in mind:

1.Mobile-Friendly

More and more people are using mobile devices exclusively, and as mentioned above, many are using “near me” queries on their mobile device to find your business.

So, having a mobile-friendly (or mobile-responsive) site is a must.

2.Load Speed

Studies have suggested that if your site loads in more than three seconds, more than half will leave immediately. Use Google’s PageSpeed insight to assess your current website speed, and make the necessary improvements.

3.Embedding Google Maps API

Embedding Google Maps on your page used to be a major local SEO ranking factor, and thus often abused by marketers. Since mid-2018 or so, Google has updated its algorithm and if you overuse Google Maps API, you can get penalized.

So, use Google Maps API according to its original purpose: providing a better user experience for your audience. Embed Google Maps API with proper location tag in your About Us (or similar) page.

Also, if you have several locations for your business, create different location pages and embed the right Google Maps location for each.

4. Content and Keyword Optimizations

We can divide website content into two different categories: static and dynamic.

Static content is the pages that are relatively “fixed”, you won’t update it frequently, and mainly contain fixed information about your business. For example, your About Us page, locations page(s), product/service page(s), and so on.

Dynamic content, on the other hand, is the pages that are frequently updated. The most common form of dynamic content pages is a blog, but nowadays it can also be videos and podcasts.

When developing your content, there are three main purposes to pay attention to:

• To attract more people to your website, and convert them into prospects and visitors.
• To get backlinks for each content page, which will also help Google Maps SEO, as discussed above
• To target location-based keywords so your page and site can rank on these keywords

III. Social Media Marketing

As we have mentioned at the beginning of this article, social media is now one of the main ways people can learn about local businesses.

It’s worth discussing that social media marketing consists of three different aspects:

• Organic social media marketing. Which is, building organic followers by consistently posting engaging and valuable content.
• Paid social media marketing. Using paid advertising options provided by the social media network, and other paid marketing options to reach more audience.
• Influencer marketing, endorsing an influencer to promote your brand.

The key here is to find a balance between all three: organic social media marketing is obviously important, but it will take time and significant effort before you can build your followers.

Paid social media ads and influencer marketing, on the other hand, can work instantly, but obviously the issue here is budget. Also, influencer marketing won’t be maximized unless you already have a decent organic social media presence.

End Words

We have discussed the three most important channels to focus on in local marketing. All three are long-term tactics, so the most important thing to focus on is consistency.

Evaluate your progress regularly, hire a local SEO expert and reoptimize or adjust your strategy whenever necessary.

The post Local Marketing: 3 Important Areas To Focus On appeared first on Mike Khorev - SEO Consultant.

There are two ways to market your business on Google Maps.

First, is to invest in Google’s local search ads. When people search for local businesses both in Google Maps or Google search, this local search ad will be displayed on top of other results. Local Search ads use Google’s standard CPC (Cost Per Click) model, so there’s not much strategy besides bidding more money according to your location and niche.

The second, which will be our focus in this guide, is to rank organically on Google Maps. It’s important to note that Google ‘only’ displays the top 3 Google Maps results for any local queries (including “near me” queries) on Google search results. Yes, they are placed below the local search ad, but organic results will always provide more value for users.

Why Google Maps Marketing Is Important

In this advanced age of social media transparency, there are three main ways how people find out about local businesses:

• Through content, including social media posts from influencers and their friends/family, YouTube videos, and so on.
• Via Google search and Google Maps, often accompanied by checking out reviews on platforms like TripAdvisor and Yelp.
• Through advertisements. Not as effective as it used to be, but it’s still there

With Google Maps marketing, we are effectively capturing one of the three main sources of traffic. By being on the top 3 results on Google Maps—according to our niche and location—, we can get three main benefits:

1. Building awareness: the Google Maps result will link to Google My Business listing, which will give various information like photos, store hours, address, what we are selling, etc.
2. Get more calls: Users can directly click the “Call” button on the search result, giving them an easier time to call your business
3. More store visits: Users can ask for directions immediately from the search result.

Google Maps Ranking Factors

Before we can optimize our listing to rank higher on Google Maps, we must first learn about the important factors that will determine our ranking.

According to Google’s Guidelines for local ranking, there are three main factors:

• Relevance

How relevant your listing is to the searcher’s intent. In practice, this is mainly about your Google My Business (GMB) listing (will be discussed further below). How complete and relevant your Google My Business information is, the usage of keywords in business title and information, whether your listing is verified, etc.

• Distance

How close your business’ location is to the location specified by the searcher, or the searcher’s location (for “near me” queries). For example if restaurant A and B have similar relevance to the searcher’s query, but restaurant B is closer, restaurant B will rank higher than restaurant A. There’s not much we can optimize about this factor besides providing correct and complete information about our location.

• Prominence

In short, how well-known a business is according to Google’s algorithm. This is why, for example, an established, well-known restaurant usually ranks higher than a fairly new restaurant with more optimizations.

In practice, Google collects various information from the internet to determine a business’s prominence:

1. Articles talking about your business
2. Backlinks to your website (since your website URL is included in your Google My Business listing)
3. Mentions of your business’s NAP (Name, Address, Information) on the internet. This will include if you list your business on various online directories
4. More reviews and positive ratings on Google Maps and other review sites
5. Social media mentions and engagements

So, our optimizations for Google Maps Marketing will focus on these factors.

Step-By-Step Guide To Google Maps SEO

Step 1: Claiming Your Google My Business Listing

Claim your business

Google Maps’ results are based on Google My Business listings, so it will only make sense that this first step is also the most crucial one.

First, do a quick Google search for your brand/business name to check whether there’s already a GMB listing for your business. If your business has been around for some time, there’s a good chance that there’s already a GMB listing that you can claim. Alternatively, you can check here and make the claim directly.

There’s also the possibility that others have claimed your business listing, but don’t worry that Google provides an option to request ownership here. Just follow the required steps, and as long as you can verify ownership, you’ll get the claim.

Step 2: Optimizing Google My Business Listing

The next step is to provide as complete and accurate information on your Google My Business listing.

Important: focus on providing comprehensive information for your human audience, and not to please the search engine’s algorithm. Don’t emphasize keyword usage too much here, use the target keywords sparingly and make sure they occur naturally.

Make sure all information details are accurate and grammatically correct, including proper capitalization for your business name and address.

Choose the most relevant category for your business. There are a lot to choose from, but remember that it is about what your business is and not what you sell.

Also, depending on your business, make sure to provide the correct information about your service area. If you provide delivery service, state so. If you business operates at the customer’s place (construction companies, home services, etc.), state the correct information.

Make sure to enter your business hours accurately, and update them whenever there’s any changes. If you have different business hours during the weekends, holidays, or other events, there’s an option to customize your information.

Step 3: Adding Photos To Your Google My Business Listing

According to Google themselves, listings that include photos get 42% more requests for directions on Google Maps, and 35% more website visitations.

Important note: if you can, take photos on or near your business’s physical location. Google will extract the metadata information from the photos.

Make sure your photos are well-taken, can represent what your business is about, and are with the correct format and size.

Step 4: Verifying Google My Business Listing

Google will send a postcard with a verification PIN to your business’s physical address

Once you’ve provided all the correct information, it’s time to verify your Google My Business listing.

Unverified listing will affect ranking performances, and you will be locked out from some Google My Business features (i.e., the ability to use https://posts.withgoogle.com).

Generally, the verification process is done via mail, where Google will send a postcard with a verification PIN to your business’s physical address. (Thus, it’s important to provide a correct address and not a virtual office). The verification process is typically done within a week.

For some business types where not having a physical location is possible, verification via email or phone call is also possible.

Step 5: Local SEO Link and Citation Building

Link building in Google Maps marketing is different than organic, traditional SEO.

In general, here are important link types that will affect your local SEO performance:

1. Citation (NAP mentions), including online local directory
2. Industry-related sites in your area
3. Local websites
4. Local press sites
5. Local chamber of commerce sites

Building Citations

Citations are the most valuable links in the world of Google Maps SEO, and there are two main ways to get citations:

1. Get you NAP (Name, Address, Phone Number) information mentioned completely by a reputable local site (i.e. bloggers, reviewers, other relevant sites in your industry).
2. Listing your NAP in various online directories according to your location and niche/industry

For the first, there is no other shortcut besides building your own reputation (both online and offline), and build relationships with relevant local sites, especially those with close ties to your industry/niche.

The latter, however, is more important (and more accessible). A quick Google search will help you find online directories according to your industry/category and location. Alternatively, you can also use this list by Moz for online directories by city (U.S. cities), and this list for citations based on category.

There are two things to keep in mind during the citation building process: first, make sure to include accurate and complete information. Second, maintain consistency of information across all the different listings, especially the NAP information.

Meaning, if you change your business’s location, you’d have to update your NAP information across all these listings. Google treats misinformation very seriously, and inconsistent information might cause penalty or permanent ban, so make sure to carefully pay attention to this aspect.

Local SEO Link Building

There are three major areas to focus on in link building for Google Maps marketing:

• Local sites that are related to your industry, like local newspapers, schools & universities, local chamber of commerce and other government entities, etc.
• Your business partners’ sites
• Local influencers and important figures

Remember that quality is more important than quality. In fact, Google discourages excessive link exchanges between businesses, and you might get penalized if you get too many backlinks in a short period of time. In general, focus on ‘just’ getting two or three high-quality backlinks every month.

Step 6: Get More (Positive) Review

Positive reviews are not only important as a major ranking signal, but as a social proof, reviews are also important to build awareness and encourage conversions.

Focus on getting more positive reviews on your Google Maps listing, but reviews on third-party sites, especially major ones like Yelp, TripAdvisor, and Facebook Places, among other platforms, are also important for Google Maps ranking purposes.

Regarding reviews, there are several factors that will affect your Google Maps ranking:

1. Listing on major review sites (Yelp, Glassdoor, BBB, TripAdvisor, etc.). It is worth noting that Google My Business/Google Maps listing is still the most important
2. Number of positive reviews, pretty self-explanatory: the more, the better
3. Keywords and location usage on reviews. When the reviewers use the city name or keywords, Google will perceive that you are a trustworthy local business.
4. The number of responses are also important. On the other hand, negative reviews not responded to will negatively impact your ranking

With that being said, here are some tactics you can try to encourage more positive reviews:

• Offer incentives

A common, but effective practice is to offer incentives to your existing customers in exchange of (positive) reviews. For example if you have a restaurant, you can offer free desserts or discounts after they showed your staff a review on your Google Map listing.

• Respond to existing reviews

People are more likely to leave reviews on businesses that frequently respond to existing ones, including and especially the negative ones. Above, we have also discussed that Google took account on the number of review responses as a ranking signal.

• Use social media

Share, retweet, and pin positive reviews so that more people can see it. This will also encourage them to leave theirs. Also, resolve negative issues publicly on social media.

End Words

Google Maps marketing or local SEO, as you can see from the six steps we have discussed above, isn’t exactly rocket science. Anyone can do it with limited technical knowledge, but the key is consistency.

Consistent in your citation building efforts, keep encouraging customers to leave positive reviews, and especially maintain consistent and up-to-date information. Do this for 6 to 12 months, and you’ll see your Google Maps listing steadily climb up the ranking.

The post Your Ultimate Guide to Google Maps Marketing appeared first on Mike Khorev - SEO Consultant.

There are many ways to enhance your SEO that businesses and articles have focused on, but it’s also just as important to be aware of the most common mistakes that are made towards SEO so that you can avoid them no matter the cost. Indeed, a bad SEO strategy could actually damage your ranking and your business’s presence in search engines. Read on for the biggest SEO mistakes made so you can fix them and avoid them, thereby improving your site’s ranking.

1. Not developing a Google My Business

There is no doubt about it, your business absolutely requires a Google My Business profile. When people Google generic businesses like ‘clothing store’ or ‘bakery’ near them, the results that appear at the top of the page in list and map format come from Google My Business. If you want yours to be on the list, you need to set up this profile. It’s free to set up, and you can even verify it so no one else can use your listing in the future, so you can keep your customers for years and years.

This strategy for local search engine optimization is a quick win that you can do today. When you set up your Google My Business page, it’s important to fill it out with as much information as possible, and don’t forget to verify your listing.

2. Wrong or missing NAP information

NAP, which means Name, Address, and Phone number, is also crucial to get right online. In every place that your business is listed online, the NAP information needs to be the exact same everywhere. If it’s not listed, please add it as soon as possible, and if it’s incorrect or outdated, it should be updated right away to show the correct business information. It should also be consistent across all listings because potential customers may attempt to reach out to your business, and if they can’t reach you due to wrong information listed, you’ve lost a client.

3. Not focusing on the content

It’s necessary to have original, high-quality content that is consistently reviewed and updated if you want to have a good SEO strategy. If your content is weak, or repetitive of other sites, or out of date, it will have a negative impact on your SEO. Below is a compiled list of tools that will help you optimize your content.

• Study demic and Academ advisor – These are great websites to get copywriting guides and you can get guidance on improving your writing.
• Academized – This is an online editing tool as mentioned here, that will improve the quality of your post or content and allow you to add more regular content.
• Mywritingway – You can use this to check your grammar and make sure no mistakes or typos are sneaking in there.
• Paper Fellows and Australian help – These two sites are the places to go for online proofreading tools, with great forums to discuss editing in an SEO context.
• Via writing – Check this site for help coming up with content ideas, to generate keywords, SEO-friendly titles and descriptions and more.
• Big Assignments – This site, which has been mentioned by Australian reviewer, is the top site to consult for formatting tools and guidelines.

The first thing your potential customer will see on your website is your landing page. If it’s out of date, full of mistakes or irrelevant information, then you’ll not only lose a customer but the quick bounce will negatively affect your rating. There’s more on how you can avoid this in point 6.

4. No relevant backlinks

Another common mistake is forgetting or disregarding backlinks. If your website doesn’t have any authentic backlinks referring to it, it’s just negatively affecting your site and business. Having real and secure backlinks is a good step for your SEO, but it can be hard to line up for some businesses. It is worth investing the time and making connections with other businesses that can help.

Some suggestions to help you along would be to look for local business listings that work with your area of expertise, or local sites in your region that would accept a guest posting as a trade for a backlink. You can also speak to your suppliers and distributors for a backlink on their websites, and reach out to local media to be used as a source for their stories.

5. Not having local reviews

Don’t dismiss the importance of listing reviews on your site. The more reviews you have that are good quality, the better your site will rank on searches. Consider developing a system to make sure that you receive a constant stream of reviews that you can publish.

Todd Wallace, a digital marketer at Stateofwriting and Oxessays, provides some ideas for businesses to add to their strategy: “contact customers you’ve had in the past and clients and ask if they can leave a review, send an email to your current client base requesting the same, or post on social media asking for feedback. You should also ask customers to review your business immediately after a visit as a regular follow up.”

6. Having a low-quality website

If a site is low quality, it won’t get ranked by Google. They have built-in indicators of poor quality sites, such as high bounce rates and if people spend only a short amount of time on the site. Review your site design and landing pages, especially with the help of a professional website design team to make sure your site doesn’t have issues which may cause visitors to leave quickly. Customers who have a good experience on your site will spend longer on it and this will rank your business higher in search engines. Don’t forget to optimize your website for mobile users as well since many people are now accessing key information about businesses on the go on a mobile device.

Your focus as a business owner or manager should be growing and improving your business, and not wasting your time optimizing for SEO. With the assistance of SEO experts, develop a good SEO rankings strategy so you don’t need to worry about it anymore and you can focus on what matters. When you think about an SEO strategy, it’s not enough to think about what to do, but also consider what to avoid doing. By avoiding these common traps you’ll be able to see your SEO strategy pay off.

Nora Mork is a business and marketing journalist at Ukwritings and Boomessays. She helps brands create effective marketing strategies, and contributes tips to blogs and magazines, such as Essayroo.

The post Common Local SEO Mistakes That Are Negatively Affecting Your Business appeared first on Mike Khorev - SEO Consultant.

To answer this question, first we will need to define the term “SEO” and “local SEO” respectively, understanding their similarities, differences, and different benefits.

First, SEO—or Search Engine Optimization—, in a nutshell, is optimizing your site to rank higher on Google’s (and other search engines’) result page for specific keywords. For example, if your business is a pizza restaurant, if you can rank for the “best pizza” New York, it will bring several key benefits including but not limited to:

• You can attract those who are searching for the “best pizza” query
• Since this is a positive keyword associated with credibility, this audience will perceive your business as trustworthy and credible
• If the “best pizza” keyword has a high number of search volume (which is, the number of searches in a given month), you can get a lot of traffic to your site, which can then translate to more people visiting your business and purchasing from you

How can we implement SEO? While SEO is a very, very broad and complex subject, it will boil down to mainly three things:

• Creating and publishing high-quality, relevant content pieces that include the target keyword(s). The keywords should be included naturally with optimal density.The main focus here is to develop content pieces that are valuable for your ideal readers.
• Optimizing your site so that it can be easily indexed by Google. This aspect will include things like ensuring your site is mobile responsive, ensuring fast load speed, and so on.
• Getting other sites, especially high-quality ones to link your site (and your content). These links are known as backlinks, and simply put, the more high-quality backlinks you have, the better Google will perceive your business as relevant (and so you will climb up the rankings).

SEO efforts are mainly centered in these three factors. So, what about local SEO? Local SEO is, in essence, attempting SEO to target the local audience: ensuring your business’s local presence to the audience within your geographic proximity, or the audience located within your service area.

In the past, this is mainly achieved by targeting “local keywords”, which are mainly keywords that include location names (i.e., “restaurants in LA”,”bookstores in NY”, and so on). While the same practice is still effective nowadays, today Google uses Google Maps’ results for location-related keywords and “near me queries”.

Try typing for “restaurants near me” on Google, and you will get a result page with the top 3 of Google Maps results just below the paid advertising (if someone places an ad for your area and for this specific keyword).

So, with this phenomenon, for local SEO we should aim for two different things:

• Ranking on organic search results page for location-focused keywords, as we have discussed above. This is mainly done through the same efforts we have discussed for organic SEO above.
• Ranking on Google Maps. Google Maps only display three of the top results before you have to click “more places”. So, ranking on this top-3, or the 3-pack is the ultimate goal.

Now, ranking organically for the local-focused keywords will produce the same benefits as organic SEO—which we have discussed above—-, but what about ranking on Google Maps? Here are some important takes:

• Google Maps result is interactive, where you can call the business directly with just a single click or get a Google Maps’ directions to the said business. Meaning, you have many opportunities to ensure conversions
• Fewer people will click on the “more places” button to check on results below the top-3. On the other hand, a lot of us simply don’t trust paid search ads although it’s placed above the Google Maps results. Simply put, by ranking in the 3-pack, you are generally perceived as the most credible business among your local competitors.

As we can see, there are a lot of benefits tied to local SEO, both by ranking on the organic search results page and by ranking on the top-3 results of Google Maps. Especially if your small business is targeting local audience, you will miss out on a lot of opportunities if you don’t work with SEO experts and consultants on optimizing your site and listing.

So, How Can I Implement Local SEO?

Now that we’ve discussed the benefits and importance of local SEO, the common question here is: a) What should I do to implement local SEO?, and b) Do I need to get help from a professional or a marketing agency? In this section, we will mainly try to answer these two questions.

First, above we have mentioned that there are two main goals of local SEO:

• Ranking for local-focused and location-related keywords on Google’s organic search
• Ranking on Google Maps’ results

Both of these will require different technical approaches, so we will discuss them separately. First, let us learn the key steps of ranking on Google Maps.

Ranking On Google Maps’ 3-Pack

Before we can optimize our Google Maps (or Google My Business—more on this later—), we must first learn about the key factors that can affect Google Maps ranking.

Although there’s always the debate surrounding Google Maps’ (and Google’s) ranking signals, generally experts agreed that there are three main factors affecting the ranking of your Google Maps listing:

• How complete, comprehensive, and optimized is the information on your Google My Business account (again, more on this later)
• The number of positive reviews on your Google Maps listing, as well as on third-party sites (Yelp, Facebook Places, TripAdvisor, other local business directories)
• The number of citations you have, which is, the mentions of your Name, Business, and Phone Number (NAP) on the internet. Citations have a similar effect to backlinks in regular SEO: the more sites (especially high-quality ones) that mention your NAP, the more credible Google will perceive your business.
• Last but not least, the searcher’s location. If another business with similar optimizations and authority is closer to the searcher than yours, it will rank higher.

Based on those three factors, here are the key steps in improving your Google Maps ranking:

1. Register and Verify Your Google My Business Listing

To have your business listed on Google Maps, you will need to register for a Google My Business account, which is totally free.

The registration process itself is fairly simple, and you can click the link here to get started right away. However, here are some key considerations when registering your Google My Business (GMB) account:

• Your Name, Address, and Phone Number (NAP) are the most important pieces of information in your GMB listing. Make sure they are accurate and up-to-date, and if you have previously listed your business on other online platforms, make sure the information is consistent.
• If you deliver your products/services to your customers, check the corresponding box under the location tab. There’s also the option to hide your address (i.e, if you are operating your business from home). However, your address information is a very important ranking factor, so it is not advisable to hide it from public unless it is absolutely necessary.
• Choose your business category carefully. Remember that it is about what your business is, and not what you sell/provide. You can choose several categories (which will translate to attracting different types of customers), so think very carefully about how your business will fit in within categories, and optimize this aspect.

The next step is to verify your Google My Business account. There are several features that are locked from you unless your listing is verified (i.e., Google Posts), and obviously getting verified will affect your ranking.

To verify your account, you can simply click on the verify now button after you sign in to your Google My Business account. Generally, Google will send a postcard to your business’s physical address containing a verification PIN. Verification via phone and email are also available for certain business types.

2. Optimizing Your Google My Business Listing

Now that your GMB listing is verified (or at least, in the process of verification), it’s time to optimize your listing.

The main principle here is to add as many accurate information as you can about the business. The thing is, people (yes, even random people that hates your business) can “suggest an edit” to your listing. Sometimes, Google will approve these changes without notifying you.

So, it’s important to make your listing as complete and accurate as you can to discourage people from suggesting an edit. Also, regularly check your GMB dashboard and monitor if there’s any change.

Here are some key areas where you can optimize your GMB listing:

Service area

Remember that Google Maps ranking is based on searcher’s location. So it is important to accurately provide accurate information about your service area. You can check Google’s guidelines on this topic here, but here are the key areas to focus on:

• If you are a brick-a-mortar business serving your customers at your place, check the box “I serve customers at my business address”. This will show your complete address on Google Maps
• Similarly, check the box stating that you deliver goods and services to your customers if you do so.
• Make sure to put in accurate business hours. You can also include customized hours for holidays and weekends if necessary.

Including Keywords

Similar to regular SEO strategy, Including the target keywords to our listing is an important ranking signal. The first step to do this is obviously a proper keyword research: we should find relevant keywords according to our locations, with enough search volume, yet manageable competition.

The main principle here to find the optimal keyword density. Don’t worry too much about the density percentage, but instead focus on including the keywords naturally so the content is comprehensive for human readers.

Including Photos and Videos

According to Google’s reports, businesses that feature photos will get significantly more clicks, requests for driving directions, and phone calls. Remember that Google Maps is essentially a visual platform, and we should make full use of the fact that searchers can directly ask for directions to your business, call your number, and visit your website from the Google Maps search result.

Your photos should be at least 720px by 720px in size, and make sure your photos are properly taken, well-lit, and not altered too much (filtered, photoshopped, etc.). Google might review your photos for quality from time to time, and Google does prefer photos that represent the reality of your business.

You can also add videos that are 30 seconds or shorter. Use this opportunity to highlight unique values of your business (interesting interior, product showcase, etc.).

To further optimize your images and videos, you can use metadata to ensure easier indexing.

3. Encouraging positive reviews and managing negative ones

As mentioned, the quantity of positive reviews is a very important ranking signal. If your Google Maps (and GMB) listing has a lot of positive reviews, Google will perceive your business as credible and relevant.

Obviously, there’s another significant benefit of having a lot of positive reviews. A lot of us will check for reviews nowadays, before making any purchase decision. A good number of positive reviews will encourage higher conversions.

However, it’s not always about having more positive reviews, as how you respond to bad ones is also important. Recently, Google confirmed that they do prefer businesses that respond to reviews, which might directly affect ranking.

Responding to reviews will also encourage more people to leave a review. They will feel that their voices are being heard, and that the company will respond when they have issues.

When responding to reviews, here are the key considerations:

• Respond quickly and politely, avoid giving promises you can’t deliver. If you don’t have an answer for a specific issue, just say something like, “we are investigating the issue and will get back to you as soon as possible “.
• There are always cases of bad reviews made with malicious intents (from those who never bought your product/service, non-existent issues, etc). If you have sufficient proofs, you can ask Google (or other review platforms) to remove this review. If it’s a serious case, you might want to pursue legal actions.
• For valid negative reviews, remember that there’s usually an underlying issue(s). If you don’t tackle this issue, you’ll keep getting the same bad reviews.

Another way to encourage more positive reviews is to offer incentives. For example, you can offer discounts and even freebies for those who have left positive reviews on your Google Maps listing or posted about your business in social media.

What about reviews on third-party sites like Yelp or Facebook Places? Google strongly suggested that they will indeed affect ranking. Besides, the more positive reviews you have, the more people that will purchase from you, so you might as well encourage positive reviews on as many platforms possible.

4. Building Local Citations

Local citations, as mentioned, are any mention of your business’ NAP (Name, Address, Phone Number) in the internet.

In local SEO and especially improving your Google Maps ranking, citations have a similar value to backlinks in regular SEO: the more citations you have, the more relevant and credible Google will perceive your business, and so the higher you will rank.

There are generally two main approaches in building your local citations: getting relevant sites, bloggers, social media personalities, and others. The second approach is to list your business on online local directories according to your niche.

To start, list your business on major platforms according to your industry. If you are a restaurant, for example, you can list your business on Yelp and TripAdvisor among other platforms. You might want to check out this list by HubSpot listing these major online directories.

Besides these platforms, a quick Google search will help you find local online directories according to your niche and location.

The main principle in building local citations here is to maintain information consistency, especially your NAP. Your NAP should be consistent across all of your citations. Information inconsistency won’t only lead to confusion for your customers, but can also hurt your Google Maps ranking in the long run.

Ranking on Organic Search for Local-Focused Keywords

Now, we shift our focus to organic local SEO, and as we have mentioned, there are three main factors affecting organic ranking:

• The technical aspect of your site, which affects how easily Google can index your site.
• Your content and how it includes your focus keywords. Google will crawl this content and determine whether your site is relevant for the said keyword
• The quantity and quality of backlinks. The more quality sites that link to your site, the more credible Google will perceive your site.

So, as before, here we will focus on how to optimize our site according to these three factors, starting with the first one.

1. Website Optimization

Website optimization for SEO is by itself, a pretty deep subject. You might want to consult this technical SEO checklist to plan your site optimization according to its current state.

However, especially for local SEO, here are a few key areas to focus on:

2. Mobile-responsiveness

It’s no secret that quite recently Google implemented a new update to prefer mobile-friendly sites for ranking purposes.

If your site is not yet mobile-friendly, Google might opt not to include it in the SERP. To start, you can use Google’s mobile-friendly test tool to check your site’s current state.

If your site doesn’t pass the test, here are a few areas you can optimize:

• Make sure your content, images, and other site elements are properly displayed on mobile devices
• If you include forms, don’t use too many fields and make sure users can easily fill in on their mobile devices
• Pay extra attention of your NAP information. Make sure it’s displayed properly even on mobile devices’ smaller screens
• If you include reviews on your site, make sure it’s easily readable

Remember that besides for SEO purposes, not having a mobile-responsive site can significantly affect bounce rate and conversions.

3. Load speed

Similar to mobile-responsiveness, load speed can also affect bounce rate. Make sure your site has a fast enough load speed, and you might want to check out this guide on improving your site’s loading speed.

4. Optimizing Keywords

You should include your target keywords at least in these areas on your site:

• Site URL
• Title Tags
• Headers
• Meta description
• Your site’s content

Google nowadays is being quite sensitive about heavy-optimizations, and so there are two main concerns here:

• Use semantically-related words instead of exact-match keywords. For example, instead of always using “best restaurant in Toronto”, you can use similar phrases like “restaurants to visit if you are in Toronto” and other similar phrases.
• Focus on providing comprehensive content for human readers. Include your keywords naturally and don’t overstuff your content.

5. Location pages

Since this is especially about local SEO, including location pages, especially if you include a Google Maps snippet can significantly improve your ranking.

If your business has more than one location, create specific pages for each of these locations. Again, make sure to include accurate NAP information for each pages, and avoid using duplicate content pieces across multiple pages.

6. Local-focused content

Google’s algorithm is now much more advanced compared to the early days of SEO. In the past, we can get away with shallow content with a high keyword density. Nowadays, your content should bring value to your human readers, and Google can recognize this.

Your main goal here is to build credibility as the local expert or thought leader according to your niche, so you should focus on relevant local keywords to attract your ideal audience.

For example, if you are a home remodelling company, you can go beyond the usual keywords like “home remodelling tips” and similar ones. You can help newcomers get well-acquainted with your city, like providing a content covering important local service providers. These types of content can help attract new audience.

End Words

While local SEO might seem like a complicated concept at first, it is actually quite simple once you’ve got the hang of it.

However, since one of the main elements of local SEO efforts is citation building where quantity and consistency is the keys, the process can be long and tedious.

Getting the help of a local SEO services can tremendously help especially in maintaining consistency across all your different listings.

The post The Small Business Guide To Local SEO appeared first on Mike Khorev - SEO Consultant.

Google Maps results are based on Google My Business listings. So, one of the main considerations in improving your Google Maps ranking is by optimizing your Google My Business listing. Here are the steps provides by SEO consultant Mike.

1. Including Optimized and Complete information

Google My Business is essentially a place where you can list information about your business, and these pieces of information will be used by Google to determine your business’s relevance, credibility, and ultimately, ranking.

So, the first thing to optimize on your Google My Business listing is your business’s information, especially these areas:

• Your NAP—your business’s name, address and phone number. These are the most important pieces of information about your business on the internet.
• Your site’s URL. Google will crawl your site to determine its relevance in tandem with your GMB listing.
• Description. There’s an ongoing debate whether optimizing your description for keywords will actually benefit your ranking. However, there’s no harm in doing so as long as you include these keywords naturally. Focus on attracting and engaging your human audience.
• Category. Choose the primary category that best represents what your business does. You can also choose other relevant sub-categories, this is a good opportunity not only for ranking purposes, but to attract a wider audience
• Attributes. Use attributes to highlight unique features about your business. For example, whether your restaurant offer outdoor seating or vegetarian menu.

Pay extra attention to your NAP. Make sure it is up-to-date and accurate, and if you have any mention of your NAP on the internet (local citations, more on this below), make sure to maintain consistency.

Here are some extra tips you can use to optimize this aspect:

1. Make sure your listed address matches the proper Google Maps’ coordinates, same for zip-codes.Again, aim for consistency.
2. It’s better to list a local phone number instead of a national or regional number.
3. Don’t over-optimize category, attributes, and description. Again, make sure they are natural and comprehensive for human readers.
4. Use this guide to help you in choosing your categories.
5. Remember to be as specific as possible when choosing categories and attributes.

2. Soliciting Reviews and Handling Negative Ones

The quantity of positive reviews is a very important ranking signal for local SEO. However, there’s also the obvious benefit of boosting your conversions and revenue: more and more people read reviews before making purchases, especially when considering local brick and mortar businesses.

Studies suggested that up to 8ryh6% of consumers nowadays read reviews before deciding on any purchases. So, if you don’t have enough positive reviews, it will simply hurt your conversion rates significantly. Yet, how can we get more positive reviews? There are at least three main approaches:

• Just ask. Sometimes, all it takes is simply to ask your customers to leave a review. The key here is not only to ask politely (and as engaging as possible), but also to find the right timing. For example, send an email asking for a review for customers who just repurchase your product (indicating they are indeed happy with your brand), or if you track online engagement, send an email for those who frequently visited your product listing page and blog.

• Incentives. Pretty self-explanatory, you can offer incentives to existing customers in exchange of their reviews (and social media mentions). You can combine this with the first approach to optimize your chances.

• Responding to existing reviews. If you frequently respond to existing reviews (yes, even the bad ones), your audience are more likely to leave their own reviews. They will have the perception that their issues will be responded quickly, and similarly, their positive feedback will be appreciated.

As you can see, managing negative reviews is also a significant aspect of soliciting more positive reviews. You might want to check out this guide on online reputation management to get started. However, here are some quick tips on this aspect:

• Differentiate between valid negative reviews coming from real customers and fake reviews with malicious intent. If you have sufficient proofs, you can ask Google Maps (or other review sites) to take down fake reviews. You might also want to pursue legal actions depending on the severity of the case.
• Respond quickly and politely, and don’t offer promises you can’t deliver.
• Remember that for valid bad reviews, there is usually an underlying issue(s). If you don’t fix these issues in the first place, you’ll keep getting the same negative feedbacks over and over again.

3. Engaging Your Customers Through Google Posts

Google Posts was introduced in late 2017 as a feature of Google My Business. As a side note, only verified Google My Business listing will get this feature, so if you can’t access Google Posts via your GMB dashboard, chances are you haven’t verified your listing.

With Google Posts, you can post content about your business, such as:

• Announcing new products or services with engaging images
• Event invitation, both for online and offline events
• Using gifs and other engaging media to attract your audience
• Announcing various business-related news.

You can include CTA buttons (“Buy”, “Learn More”, etc.) with your posts. But remember that if you use a CTA button, only around 70 characters will be displayed on mobile devices, compared to 300 characters without.

Engagement is an important ranking factor for Google Maps ranking, so take advantage of Google Posts to attract more audience. Besides, there’s also the benefit of attracting more prospects and improving conversion rates.

4. Using and Optimizing Images

According to Google themselves, business listings that include photos get up to 40% more conversion rates from requests of directions to phone calls to actual visits. Again, the more people engaged your listing, the higher it will rank.

When optimizing for photos, here are some key areas to consider:

• You can use all kinds of images and photos, but Google can review your photos for quality and appropriation. Generally, Google prefers photos that can represent the reality of your business, so avoid using too much filter and editing.
• The image format should be in PNG or JPG with a size between 10KB and 5MB
• The minimum resolution should be 720px x720px.
• Take photos within (or nearby) your business location, Google will crawl your photo location metadata and this can affect your ranking.
• You can also upload videos up to 30 seconds long. Use this opportunity to highlight unique qualities of your business.

5. Building Local Citations

Local citations refer to any mention of your business’s NAP (Name, Address, Phone Number) information on the internet. Citation is a very important ranking signal, and there are generally two main ways to get citations: build relationships with authoritative press, sites, blogs, and social media profiles. The second approach is to list your business in various online directories:

• Google My Business is technically an online directory, and the most important factor in implementing local SEO.
• Start with major online directories like Facebook Places, Yelp, and so on depending on your niche. Check out this list to help you out in this aspect.
• You can then continue with smaller online directories depending on your location and industry type. Use this list for top local directory by category, and this list for citations based on city.

The key in building local citations is to maintain consistency, especially for your NAP information. If, for example, you just changed your business address, you will need to update all of these listings. Inconsistent information not only can mislead your audience, but can significantly hurt your Google Maps ranking in the long run.

End Words

To optimize your Google My Business listing, the most important factors are accurate and up-to-date information, quantity of local citations, number of positive reviews, and consistency of information.

The post Effective Strategies To Improve Your Google My Business Ranking appeared first on Mike Khorev - SEO Consultant.