832-677-4620 / 281-570-5804
It's not about JUST BEING Online, Its about BEING FOUND Online

The Ultimate Guide to Implementing an Ongoing Local SEO Campaign

September 15th, 2023 :: Andy Alagappan :: inbound marketing

Local SEO is a crucial strategy for businesses with a physical presence or those serving a specific geographic area. By optimizing your online presence, you can increase local traffic, enhance visibility, and build brand awareness. In this comprehensive guide, we will explore all the tasks involved in implementing an ongoing local SEO campaign. From optimizing your Google Business Profile to conducting local keyword research and refining your on-page SEO, we will cover everything you need to know to boost your local rankings and attract more customers. So let’s dive in!
Why is Local SEO Important?
Local SEO is essential because it helps your business appear in Google search results when people are looking for local products or services. According to statistics, over 75% of consumers in the United States, France, Germany, and the United Kingdom use Google as their primary search engine for local business information. Additionally, the number of Google Maps searches for “shopping near me” has grown by more than 100% year over year, indicating a significant increase in local search activity. With hundreds of millions of local searches happening every day, implementing a local SEO campaign is crucial to ensure your business is visible to potential customers.
How Local SEO Works
Google’s local search algorithms use three primary factors to determine the best match for a local search query: relevance, distance, and prominence. Relevance refers to how closely a Google Business Profile matches the words used in a search query. Distance is determined by how far a user is from a business when they perform a search. Prominence measures the importance of a business to its potential customers. By considering these factors, Google displays two types of search results for local searches: the “local pack” results (Google Maps and Business Profiles) and the organic results.
The local pack, also known as the map pack, is a Google feature that displays the top local business listings along with a map. It appears at the top of the search results page for relevant queries. Organic results, on the other hand, are the traditional blue link search results that appear below the local pack. Google displays local results even for searches that don’t explicitly include a city, state, or “near me” keyword, as long as it determines the intent of the search to be local. This means that local SEO can help your business appear in local search results, even if your target audience doesn’t explicitly specify a location in their search query.
How to Do Local SEO

To implement an effective local SEO campaign, you need to follow a strategic approach. Here are the key steps to get started:

Step 1: Perform Local Keyword Research
Keyword research is a crucial step in any SEO campaign, and local SEO is no exception. Start by identifying keywords that people in your target area are likely to use when searching for products or services like yours. There are several ways to conduct local keyword research:
Research Your Competitors
Analyzing your competitors’ strategies can provide valuable insights into the keywords they are targeting and their relevance to your business. Tools like Semrush’s Organic Research can help you identify the keywords your competitors are ranking for and their keyword difficulty.
Use Google Autocomplete
Google Autocomplete is a feature that suggests search queries as you type. It can provide valuable local keyword suggestions since the predictions are influenced by your location. Start typing keywords related to your business and location to discover local keyword ideas.
Leverage Google Keyword Planner
Google Keyword Planner is a tool primarily designed for paid search campaigns, but it can also help you discover new keywords related to your business. Enter your competitors’ domains to generate keyword ideas based on their content. The tool can also provide monthly search data for specific locations, helping you prioritize your keyword targeting.

Step 2: Optimize Your Google Business Profile
Your Google Business Profile is a crucial component of your local SEO strategy. It provides information about your business, such as your location, services, products, and photos. Optimizing your Business Profile helps Google understand your business better and improves your chances of ranking well in local search results. Here are some tips to optimize your Google Business Profile:
• Set detailed business hours, including holidays.
• Select relevant attributes that describe your business, such as outdoor seating or Wi-Fi availability.
• Regularly upload photos and videos to engage with customers and boost your rankings.

Step 3: Get Local (NAP) Citations
NAP citations are online mentions of your business name, address, and phone number. These citations help Google verify the accuracy of your business information and establish trust with potential customers. Consistent citations across trusted websites enhance your business’s legitimacy. To manage your local listings and distribute them to authoritative directories, you can use Semrush’s Listing Management tool. Ensure that all your citations are 100% consistent and submit your information to popular directories in your industry and local area.

Step 4: Encourage Online Reviews
Online reviews play a crucial role in building customer trust and influencing purchasing decisions. They provide social proof and validate your expertise. Actively encouraging your customers to leave reviews can significantly impact your local SEO efforts. You can use tools like Semrush’s Listing Management to monitor and respond to reviews from various sources. Remember to verify your Google Business Profile to respond to reviews, and avoid offering or accepting money in exchange for reviews, as it violates Google’s guidelines.

Step 5: Refine Your On-Page SEO
On-page SEO optimization is essential for local search engine marketing. By optimizing your website pages, you can improve their rankings on organic search results and increase your chances of appearing in the local pack. To optimize your on-page SEO, consider the following tips:
• Include locally targeted keywords in your page titles and meta descriptions.
• Create specific location pages on your website to emphasize your local services.
• Internally link relevant pages to improve their visibility.

Step 6: Build Local Backlinks
Backlinks from relevant and authoritative websites are a crucial ranking signal for Google. Traditional link building strategies also work for local SEO. Reach out to other local businesses for link-building opportunities, collaborate with local newspapers and websites to share stories, and support local events to gain exposure and potential backlinks.

Step 7: Monitor and Analyze Results
Monitoring the performance of your local SEO campaign is essential to track your progress and identify areas for improvement. Tools like Google Search Console can help you understand how Google sees your website and ensure it is crawlable. Semrush’s Listing Management tool allows you to monitor your online presence, track customer reviews, and manage your local listings. Additionally, Semrush’s Position Tracking tool enables you to monitor your keyword rankings on a ZIP code level and stay on top of changes in position.

Local SEO Statistics
To emphasize the importance of local SEO, here are some statistics worth noting:
• 97% of people search online to learn about local companies or organizations.
• 35% of businesses consider local SEO important for their success.
• Local business listings contain incorrect information 50% of the time, according to business owners.
• On average, 28% of local searches result in a purchase within 24 hours.
• 76% of people visit a business within a day of searching for something nearby.
Implementing an ongoing local SEO campaign can significantly impact your business’s success, attracting more local customers and boosting your online visibility. By following the steps outlined in this guide and utilizing the right tools, you can optimize your online presence and stay ahead of the competition in local search results.
Remember, local SEO is an ongoing process that requires continuous monitoring, analysis, and optimization. Stay up to date with the latest trends and algorithm changes to ensure your local SEO strategy remains effective in the long run. With a comprehensive and data-driven approach, your business can thrive in the digital landscape and reach its full potential.

Pro Tip – Ongoing On-Page Optimization:

Create location-specific landing pages if you have multiple locations.
Ensure NAP (Name, Address, Phone number) consistency across the website.

Optimize website content with local keywords. Add fresh regular Blog posts content. Publish high-quality, relevant, and informative content related to your local area.

Include local keywords and topics in your content.

About Andy Alagappan

By Andy Alagappan : Call US for a FREE 30 MIN Web Site Marketing and Lead Generation analysis and Video Strategy consulting @ 832-677-4620 .281-570-5804 .