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Local SEO Guide

Table of Contents Your Local SEO HackWhat Are the Top Local SEO Ranking Signals?1. Google My Business2. Google My Business Categories3. Photos on Google My Business Page4. Bing Places for Business5. Online Aggregator Directories6. Listings on Review Sites7. Positive Reviews8. Reviews with Keywords & Location9. Reviews with Responses10. Update NAP on Your Website11. Structured Data Markup12. Mobile Friendly Website13. TitleRead more

Your Local SEO Hack

Getting your local business to rank in search results has never been more difficult and is continuously becoming a more tedious task. Because of this, you need to have a Local SEO Guide to help guide your site to the top of search rankings.

Google consistently releases local SEO updates that are changing the way that search results appear. Currently, one of the most important local factors for businesses is showing up in Google’s Local Pack. These are the results that show up at the top section in Google search and that highlight three local businesses related to a search.

As shown in the screenshot, the local pack includes three local businesses and, occasionally, one ad at the top.

This will show up in both desktop and mobile views but can be especially useful for mobile users. This feature allows users to quickly find a local business while identifying open hours, phone number, reviews, location, etc.

Ranking for Local SEO means more than just having a good website and organic content; it means you need to have your site hit many different local SEO ranking signals.

What Are the Top Local SEO Ranking Signals?

Below, we have broken out the most critical local SEO ranking signals:

Google My Business

Google My Business Categories

Photos on Google My Business Page

Bing Places for Business

Online Aggregator Directories

Listings on Review Sites

Positive Reviews

Reviews with Keywords & Location

Reviews with Responses

Update NAP on Your Website

Structured Data Markup

Mobile Friendly Website

Title + Meta Description

1. Google My Business

One of the easiest Local SEO Guide tactics to start with is your Google My Business page. You can quickly claim your Google My Business and start the verification process. This is one of the simplest and most effective ways to start improving your Local SEO.

In most cases, people will find your Google My Business for the first time because of your My Business listing and decide then whether to become a customer.

Claiming your account is easy and fast.

Claim your account

Verify your listing

Add your business information

Once the account is created and your business information is added, it will look similar to this:

Company Profile

2. Google My Business Categories

Google My Business categories are used to describe what your business is and connect you to customers searching for the services you offer.

For example, Youtech’s primary category is “Marketing Agency.” Google may show your business in local search results to people who search for terms related to “Marketing Agency in their area.”

While your category is just one of many factors that can affect your local ranking on Google, it’s extremely important that you enter a Primary category and as many additional categories that your site falls under. Get more information on Google Categories.

3. Photos on Google My Business Page

You can add your own photos and videos help to your Google My Business account to help you showcase your business, products, services, portfolio, and more. These photos and videos are used to help people find your business across Google, including in Search and Maps.

There are a few types of photos you can add:

Logo: Help your customers recognize your business on Google.

Cover photo: Showcase your page’s personality. Adding a cover photo automatically sets it as your listing’s preferred photo. This action doesn’t guarantee that it will populate as the first image for your business, but it does tell Google you prefer to display this photo.

Additional photos: Add different photos to spotlight features of your business that customers consider when making purchasing decisions. Learn more about business photos.

4. Bing Places for Business

Google is the most talked-about search engine, but Bing still claims a decent market share (somewhere around 33%, depending on who you ask.

Make sure you take the time to claim your Bing Places for Business account.

Start Ranking Your Site now!

5. Online Aggregator Directories

Data Aggregators are huge when it comes to your local SEO. These directories supply your data to a wide network of directories and mapping services to reach thousands of customer touch points. These include:

Neustar Localeze

InfoUSA

Acxiom

Factual

6. Listings on Review Sites

Reviews are still a massive ranking factor when it comes to local SEO. Consumers are always looking at company ratings to know whether or not they want to pursue working with, buying, or doing business with you. Some of these review sites include:

Yelp

Glassdoor

Angie’s List

BBB

Google My Business

There are also review sites dedicated to just company categories. For example, Youtech is listed on marketing & design agency directories like:

Clutch

DesignRush

7. Positive Reviews

Getting positive reviews of your company can drastically improve your business’s visibility, according to Google.

Remember, never ask your clients or customers to review you, since this is against Google’s review policies to ask for reviews in exchange for something or set up review stations. You can see all their review policies here.

8. Reviews with Keywords & Location

Believe it or not, the language used by your reviewers actually matters, according to a Local SEO Guide study.

When reviewers use your city or certain keywords in their reviews, it sends signals to Google that you are a trusted local business. This also goes for products and other terms for which you want to rank.

9. Reviews with Responses

Local SEO Guide also mentioned that the number of reviews with a response also contributed to local SEO rankings.

This was verified again by Darren Shaw of Whitespark when he released the findings from his annual Google Local Rankings Survey.

In Shaw’s findings, he stated that reviews accounted for 15.44% of how Google ranks as a local business. This is up almost 5% from 2015 when Google only valued reviews at 10.8% of how they rank a business.

10. Update NAP on Your Website

NAP stands for Name, Address, and Phone number. You need to make sure that the NAP information on your Google My Business account exactly matches the information on your website.

You can accomplish this by putting the NAP in your footer of a website or you can make a dedicated contact page for the location.

11. Structured Data Markup

Schema markup is code that you put on your website to help the search engines return more informative results for users. This information goes on every page of your site and is customized depending on what the intended page is about.

There is a handful of ways you can use Schema Data for local SEO, including:

Multiple departments

Hours

Address

Menu

Website

Phone number

You can add this markup on your site by using Google’s guide.

Depending on what you use to build your site with, you may also be able to use a plugin to do this. If you are using WordPress, you can easily add this using the plugin called WP SEO Structured Data Schema.

12. Mobile Friendly Website

Since 2015, when the Google algorithm update Mobilegeddon came out, there has been a massive push for Google’s mobile-friendly sites.

You can use this Google tool to test if your site meets Google’s mobile-friendly standards to make sure your website displays correctly on mobile devices.

If your website doesn’t pass the test, you should consider a website re-design or update to make sure it is properly set up.

Read more about mobile-friendly websites here.

13. Title + Meta Description

Credit: Stephanie Mahnken

Direct Online Marketing

More Than A Map: How Titles And Meta Descriptions Help Local SEO

One of the most overlooked local SEO tactics that we see local businesses failing to take advantage of is optimizing the meta title and description of their most important web pages. This is one tactic that provides a good amount of local SEO value as they describe the content of your web page. If done correctly for local SEO, they usually have a geographic focus. While these two HTML elements are not seen directly on the web page, they can have a big impact since the content is included in search engine results pages (SERPs), as displayed in the image below.

Obviously, Roto-Rooter is a major brand with a footprint nationally, but taking a look at their title tag and meta description can teach a lot to small business owners or regional franchises. The team behind Roto-Rooter clearly conducted keyword research to determine that “Plumber in Pittsburgh, PA,” and “Emergency Plumber Pittsburgh,” followed by their brand name, were all popular keywords to target for their Pennsylvania locations page. A title tag written like the one above will perform better for searches specifically about or related to these terms. In addition to that, it will also increase visibility for searchers who are located near Pittsburgh, PA, and search for only “Emergency Plumber” or even “Plumber Near Me.” Using the geographical modifier “Pittsburgh, PA,” will help this page rank for terms that include the city and state, but they will also help the page rank for keyword phrases searched by residents and business owners in and around the city.

Awesome bonus!

How To Determine The Best Keywords To Use For Your Title Tags And Meta Descriptions

While you, as the business owner, are the expert at knowing what products or services you offer, you actually don’t have to guess what people are searching for! So how could the team at Roto-Rooter find the data they needed to make their title tag and meta description decisions? The first place I always suggest is Google Search Console (GSC), Google’s webmaster tools platform, which is completely free to use and actually provides a wealth of information.

Don’t already have a GSC account to monitor the health and coverage of your website? You might want to push a rush on getting one, as it is a great place to start, even if you are just dipping your toe into local SEO!

When you setup GSC, Google will show you a sampling of what search queries (terms that users type into the search bar when looking for your business) drive the most impressions and clicks to specific pages of your website.

For example, let’s take a look at the Performance Report within GSC for a lawn care company providing services to VA Beach and the surrounding areas within Virginia.

I blocked out the click data for privacy purposes, but you will have access to this data as the site owner of your own GSC.

When sorted by impressions, you can see how many times the most popular queries are clicked on and, when sorted by clicks, you can determine which queries are the most common.

From the above data, we can see that the main VA Beach lawn care location page is being associated with many of the services offered by this company. Beyond that, we can also quickly gather that not only does Google know that they service VA Beach, but that they also service the Norfolk, VA, area as well.  This site owner now has the data to create awesome titles based on how users are most commonly searching for them with no guessing involved!

They may want to consider a title similar to:

Organic Lawn Care Virginia Beach – Natural Pest Control Norfolk, VA

and a description similar to:

Need organic lawn care or natural pest and mosquito control in the Virginia Beach & Norfolk, VA areas? Call {company name} at {local company number} for a free quote!

Best Practices For Writing Title Tags And Descriptions For Local SEO Campaigns

Now that you know where to get the data, it’s also important to know that best practice includes character limits, which can sometimes be challenging.  Titles tend to do best when they are close to 72 characters or 580 pixels, and descriptions do best when they are no longer than 115 characters or 930 pixels. Finally, if you are going to dive in, remember that it is best to have a unique title and description for every page.

While all of the above sounds as if it could be a daunting task, think of it as that many “free” advertising opportunities for your business!

There really is no one way to create meta titles and descriptions and you will most likely need to test a few versions to determine what works best for you. Once you are armed with the data, most modern content management systems (like WordPress) make it super easy to update these important areas of your website.

So dig in, get creative, and start testing what titles and descriptions best help your local pages. Oh, and remember that SEO takes time! Be patient, and give your work ample time before you get results and do additional tests.

Get started on  your Local SEO

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[youtechagency]

Step Up Your LinkedIn Game Hey guys, it’s Mike! I’ve got Trent here with me and today, we’re going to talk to you a little bit about LinkedIn. Trent has been doing some great stuff on LinkedIn lately and we’re going to disprove some rumors and teach you some tips. Mike: The first of which people tell us all theRead more

Step Up Your LinkedIn Game

Hey guys, it’s Mike! I’ve got Trent here with me and today, we’re going to talk to you a little bit about LinkedIn. Trent has been doing some great stuff on LinkedIn lately and we’re going to disprove some rumors and teach you some tips.

Mike: The first of which people tell us all the time: my customers are not on LinkedIn. People say that way too often. Trent, what’s your take?

The Facts

Trent: It’s blatantly false. I actually just made a LinkedIn update earlier last week. It’s just not true. There are 260 million LinkedIn users logging in each month. There are over 100 million logging in each day. So 60 million users are senior-level influencers, basically people that would buy products, services, goods, whatever it might be, and 40 million of them are in “decision-maker positions.” So, when we’re talking 60 million plus 40 million, that’s over 100 million people that are actually going to be in a place to buy whatever it is you’re selling.

There are 87 million millennial users of LinkedIn, as well. I know there’s a lot of rumors about millennials, that they’re lazy pieces of crap, whatever…

Mike: No!

Trent: No, not us, of course, everyone else though. But really the important part of millennials is that they’re making purchasing decisions now. And they’re going to be making purchasing decisions over the next five, 10, 15 years. So, as much as you might detest the smartphone generation, if you will, they’re going to be your customers and now is the perfect time to reach them, especially on a platform like LinkedIn.

Of that 87 million that we talked about, 11 million are already in decision-making positions. That’s probably going to double and then triple over the next five to 10 years. Google actually did a research study along with Forrester identifying that nearly half of all B2B researchers for decision-making purposes are millennials already. So again, that’s a place you have to hit.

So now you might be thinking, “Okay, that’s great. LinkedIn is awesome. But tactically, why am I supposed to use LinkedIn?” Besides the fact that your target market might be there, the idea behind LinkedIn is it’s a place to build trust and authority. People don’t buy things from strangers. There’s a reason why only about one percent of cold calls are insert, and of those, it takes eight to 10, sometimes 12, touch points, in order to get your target buyer on the phone.

Mike: I’m guilty of that.

Trent: Absolutely. I mean, I’m guilty of that and I sell for a living. LinkedIn is great because you can see the person’s face, you can see their expertise, you can see what company they work for, and you can see some of their career highlights, if you will. What’s even better than that, though, is it’s a platform for content. And, since the Microsoft acquisition of LinkedIn, they’ve made it a marketer’s dream, a salesperson’s dream, to produce and write content that’s going to resonate with target audiences.

[youtechagency]

Mike: Sup, guys!? This is #WeBuildWednesdays episode 19: How Google Thinks About SEO. For today’s episode, I brought in Eric, our Director of Search Marketing. I kind of need an expert for this one because we’re getting a little bit ingrained with the SEO stuff and Eric knows it a little bit better than I do. How Google Thinks AboutRead more

Mike: Sup, guys!? This is #WeBuildWednesdays episode 19: How Google Thinks About SEO. For today’s episode, I brought in Eric, our Director of Search Marketing. I kind of need an expert for this one because we’re getting a little bit ingrained with the SEO stuff and Eric knows it a little bit better than I do.

How Google Thinks About SEO

Mike: You’ve probably heard agencies say all the time that they’re Google Premier Partners. We are and we’re very proud of that, don’t get me wrong. But a lot of times, there’s a little bit of compensation that comes along with being a Partner. There’s an assumption that you know what’s going to happen with SEO prior to it actually happening and that’s a little bit of a misconception. So, I’m going to turn it over to Eric here and he’s going to go over that with us.

Eric: Yes, that’s what a lot of companies will do. They’ll say they’re Premier Partners and people automatically think they have the inside scoop. But the issue with that is they don’t share anything about organic SEO. You’re kind of in the dark when it comes to that. Even when they release updates, they’re still not telling us what those updates are about.

It’s important to know that the only time we know exactly what’s happening is if you follow Think with Google, follow their search leads on Twitter, and follow some of their knowledge bars online. And that’s really the only time you’re actually getting the inside scoop, which means basically anyone can get that information.

Mike: Yeah, and with that, Google recently released a blog post on Think with Google, and the title was something along the lines of “What Google Thinks About SEO.” We’re going to break it down for you.

So, number one on that list is that for big results, you want to start small. Eric, what does that mean for us?

Start Small for Big Results

Eric: When you go into a website, you don’t need to be changing everything instantly. Start small and see what happens as you make those changes. So, there are four things that Google focuses on. First is Fast. Make sure your site is responsive and as fast as possible. Next one is Integrate. You want to make sure that when a user comes to your site, their experience is great. They won’t have trouble trying to find out how to contact you. Next is being Reliable. Make sure that your site is loading right away. You don’t have any 404 errors or website issues. And make sure you don’t get that downosaur. For those who don’t know, the downosaur is as soon as you go to a website and you see a downosaur instead of a website, that’s the game. So, no, as fun as that is, it’s not great for a reliable experience for the consumer. The last one is Engagement. You want to have something on your site that stands out from the rest that keeps people coming back. It’s beautifully designed, easy to navigate, and the experience feels natural.

Mike: All right, number two, don’t be scared of changes; embrace them. What does that mean, Eric?

Embrace Changes

Eric: When a search engine comes out and they say, “Hey you have these errors in your site,” you have to go into your search console and make sure that your Honeybuns rules and a lot of people walk and they may use no SCM reps or H reps. Those tools are great but you’re not focusing on the biggest one of them all, which is Google Search Console. They are telling you what’s wrong with your site and they’re crawling your site, giving you all the information that you need, so you really want to focus on this. Some of the big things they tell you to focus on is when a search console says, “Hey, you have these 404 errors and these AMP issues,” go in and fix them! As you fix these, it starts to have a giant increase in your SEO. Just like Google said in their blog, they even went in and updated some of their AMP pages and they saw a two-percent increase just in mobile traffic. That’s huge since about 80-percent of all traffic to your site typically comes through mobile.

[youtechagency]

#WeBuildWednesdays Episode 18: Lead Gen With Wilbur You

Generate Leads Via LinkedIn What’s going on, guys!? This is #WeBuildWednesdays episode 18. I’m your host, Michael Norris. This time, we have a special VIP guest. I’m in the Arizona office for the first time. This is Wilbur You, our fearless leader, and today, we’re here to talk to you about LinkedIn Lead Gen. Build a Network, Identify Prospects Michael:Read more

Generate Leads Via LinkedIn

What’s going on, guys!? This is #WeBuildWednesdays episode 18. I’m your host, Michael Norris. This time, we have a special VIP guest. I’m in the Arizona office for the first time. This is Wilbur You, our fearless leader, and today, we’re here to talk to you about LinkedIn Lead Gen.

Build a Network, Identify Prospects

Michael: So, Wilbur actually has been killing it on LinkedIn lately. He’s been posting about our rebrand and all kinds of stuff. As we’ve mentioned in some past episodes, LinkedIn is one of the few places left where you can really get some good organic reach and because of that, we’re capitalizing on it right now while we can. So, I’m going to turn it over to Wilbur just to talk a little bit about LinkedIn and what he’s been doing and then we’re going to talk a little bit about our solutions and what we can do to help you.

Wilbur: Thanks, Norris. Well, just to kind of give you a little background, I’ve used LinkedIn my entire career. I put all kinds of different jobs up and all that stuff, but I never really used it for leads or for selling anything, just for getting the name out there. And recently, Norris came to me and was like, “Hey, you need to use LinkedIn because it has the best organic reach.” So I was like, “Alright, we’ll let’s put together a game plan.”

So we did, and I started posting on it on a daily basis. And I can tell you, just from my network alone, I probably get five leads a day, so it’s been a huge impact. It might not be just, “Here, we need a website. Build it for me.” It’s more of like, “Hey, I have someone that owns a company that needs marketing.” And then it’s a soft reach into that company.

We get a lot of opportunities also. And yes, I do get a lot of sales pitches and things like that, but we do get a lot of insight from people that are doing the latest trends or whatever, so we can kind of keep up with the trends that way. And then we’ve also got a lot of publicity reach with it. So, a lot of people are hearing more about us, but they’re also reaching out, saying, “Hey, we can do a feature with you?” or “Hey, can we get you on this podcast?” or whatever it is, so it’s been really great.

Since I’ve been starting to test it, I started having some of our sales reps test it, as well, and it’s working really well. So, I know recently—and this is not a sales pitch—we just started offering LinkedIn lead gen packages for businesses and business leaders in their respective industries and it really does work. And it’s not something where you have to spend 10 grand a month to get leads, which can be great, but if you don’t have that type of budget, using your organic network is huge and LinkedIn lets you do that.

We used to do a lot of Facebook advertising. I used to post a lot of things on Facebook or Instagram or whatever it was, but that’s really more for your friends or family and things to see. On the LinkedIn network, during the day, everyone is checking LinkedIn, and seeing what’s new and what’s going on, and if you can stay at the top of their head, I mean, it’s huge.

Michael: Yeah, and it’s funny. I mean, you mention it. If we were to suggest this to people a couple of years ago, they probably would have looked at us like we were crazy. I mean, we wouldn’t have suggested a couple of years ago, you know? The game has changed and Facebook’s crazy oversaturated and you can build your personal brand on LinkedIn if nothing else.

Wilbur: It’s the only market where it’s not pay to play. I don’t even have the upgraded version of LinkedIn. I’m not even paying on a monthly basis and even that is only $60 a month, but just organically, I’m getting four or five leads a day. It’s unbelievable.

You always forget about the people that are in your network that might not be in the same industry as you, but they also have a network with someone that you could probably utilize or sell to or help. It works, and truthfully, we do a lot of marketing with Facebook and Instagram, and it’s all great, but it’s all pay to play at this point. You just don’t get the same reach that you used to on Facebook on a company page, where you would post and all of your followers would see it. Now, Facebook is more like, “Hey, we want to feed that advertising out and we kind of want to cater it to your friends or what your likes and interests are.” But LinkedIn is the one that you can do it organically and for free.

[youtechagency]

#WeBuildWednesdays Episode 15: HubSpot Changes Its Stance on Ads

‘Sup, guys! This is #WeBuildWednesdays episode 15: HubSpot changes its stance on ads. Before we begin, I’m filming this one a little bit later today. I’ve turned off my light back here and I’m hoping that this camera angle is okay. I know my face looks a little extra shiny today. I’m not too worried about it and IRead more

‘Sup, guys! This is #WeBuildWednesdays episode 15: HubSpot changes its stance on ads. Before we begin, I’m filming this one a little bit later today. I’ve turned off my light back here and I’m hoping that this camera angle is okay. I know my face looks a little extra shiny today. I’m not too worried about it and I hope you’re not either. Just so you’re aware, I’m wearing my Kris Bryant shirt today, but I am actually a White Sox fan, so don’t judge me.

HubSpot Changes Its Stance On Ads

HubSpot has come out with an article that essentially says that they’ve changed their stance on ads, which is crazy news for anyone who knows HubSpot. I’ll give you some background information.

Inbound Marketing No More

HubSpot started about 10 years ago and had originally come out with the theory of inbound marketing, or they’ve at least coined that term since the theory was around before that. Essentially, inbound marketing is where you attract people to your brand, you engage them with your content, and in that sense, you’re going to get more business for cheaper—HubSpot would say—than what’s known as outbound marketing or advertising, which is what traditional advertising used to be.

Traditional advertising, for the most part, was where you just put everything in everyone’s faces: here’s my classified ad, here’s my ad in a magazine, here’s this really intrusive thing on the side of a bus, here’s a billboard, boom, boom, boom. The idea is that if people see your stuff everywhere, they’re going to buy it from you eventually because your name is just so ingrained in their heads. Here’s a pop-up ad on the internet, that kind of stuff.

So what HubSpot did is they said, “Why don’t you make some blog posts? Why don’t you do some webinars? Why don’t you make some premium content, downloadable content, for people in your field where they can take a look at this stuff and learn things on their own?” So, if you essentially teach them how to do minor challenges in your field on their own so that they look to you as a source of information, that builds trust with them so that they’re more likely to buy from you in the future. You become a trusted brand name and that’s the whole concept behind inbound marketing.

[youtechagency]

What’s up, guys!? Happy Wednesday and welcome to episode 14 of #WeBuildWednesdays. This week’s episode is “Why is my website traffic not converting?” Why Is My Website Traffic Not Converting? Well, let me give you three reasons why your website traffic might not be converting. I’m going to take you through two different examples: one is a pretty goodRead more

What’s up, guys!? Happy Wednesday and welcome to episode 14 of #WeBuildWednesdays. This week’s episode is “Why is my website traffic not converting?”

Why Is My Website Traffic Not Converting?

Well, let me give you three reasons why your website traffic might not be converting. I’m going to take you through two different examples: one is a pretty good website and the other one is not so good. You’ll be able to tell which is which, trust me. I will say I’m a little bit sick today, so if my voice sounds off or if my voice cracks or anything, just don’t make fun of me in the comments…

Bad Content

First up: one reason why your website traffic might not be converting could be bad content. Content is very important and there are way too many websites out there where it’s kind of unclear what they do. Maybe they offer data management services or they have a knowledge center or something like that. But people don’t necessarily know what that means unless they dig into it, and guess what: we have limited time. We’re not trying to dig into stuff to figure you out. So, be clear. Be crystal clear about what you’re saying, tell people exactly what it is that you offer, and quit trying to get fancy and cute with the terms you use. It’s bad for SEO if your page title is like that. No one is searching for that kind of stuff and no one knows what you mean.

Bad CTAs

A second reason why your website traffic might not be converting is because you might have bad CTAs or have no CTAs at all. CTA stands for “Call to Action” and it’s a button on a page that stands out. You can see this especially in the “Request a Quote” button right here. They also have a phone number at the top. Those are good CTAs. They stand out, have a contrasting color from the background, and they’re not red, which is the international sign for “no” or “stop.” CTAs like that are very important and you’re going to need them to be big enough that they stand out from the background.

No Social Proof

The last thing would be bad design or no social proof. Social proof is super important. It’s basically a review of some sort, a testimonial of companies that you’ve worked with in the past. It’s something that tells people that you’re actually legit and you’re not just some website out there that is just trying to take people’s money. Bad design, I think, speaks for itself and I’ll show you a really good example of that in a second.