Your Local SEO strategy or Local Search Engine Optimisation strategy is a plan of action to improve your search engine rankings, traffic volumes and search quality in a nearby geographical area. Once planned, you will follow the processes in your local SEO strategy to increase organic traffic and achieve your goals.
YOUR STRATEGY WILL TYPICALLY CONSIST OF:
First, think about your business. Who are you and what do you do? And most importantly for local SEO success, where are you? Choose the right local keywords and key phrases that align with your topic, product or service, research the effectiveness of using those keywords, the search volumes and the potential quality of the traffic you could gain.
Additionally, there’s an element of local competitor research here too, so you research the keywords your competition uses, check their ranking and assess how many potential visits they have. Also look for competitors outside your area who rank well. How are they achieving this? Custom pages?
Is it a highly competitive keyword in a saturated market? Maybe there are other terms you could use that have equal volumes but are easier to rank for?
Once you have a set of primary local keywords, list all the “long-tail” keywords that will help support the primary keywords. For example, if your company’s primary service is SEO, that’s a highly competitive term. Simply using the single-word term SEO may not be enough so local SEO company may be a better term.
That’s still really popular so what narrows that down? Local SEO Company Hampshire will help users in your county find you. Are you only working hyperlocal? Then how about adding your town, so local SEO company, Farnborough, Hampshire will really help to focus the traffic on your site.
Setting up the tools and procedures to regularly check the performance of your keywords. Are you ranking higher than you did last month or this time last year?
How is the competition doing? Are you catching up or staying ahead?
You can manually look at the rankings but this can be quite challenging, especially if you have a lot of keywords and competitors. The easiest way to monitor keywords is to use any of the tools out there such as Ahrefs or SEMrush to name a couple. These automated tools will track your rankings and allow you to compare against other websites.
Now that you have your key terms lined up, you need somewhere to use them. Obviously that’s going to be your website but you need to plan your structure and your pages.
You’ll have all your utility pages such as “about us” and “contact us” etc. with your most important product and service pages being your key or cornerstone content.
These main pages will be supported by supplementary content such as latest news and more informal blog pages.
As well as that all important written copy, other content types such as video or whitepapers will help to make your website keyword-rich and a valuable user experience. This all adds up to ensure your audience can immerse in your Expertise, Authority and Trust (E-A-T) to make your website the “go to” site in your industry sector.
With a strong local keyword plan and content strategy, you’ll want to implement all the SEO skills at your disposal. The very first thing you’ll need to do, beyond the information architecture of your website, is optimise each individual page.
This is your on-page SEO.
Ensuring your keywords are in your h1, h2, h3 tags and in the body copy is the first, most simple step. Making sure you have enough copy, your keywords and phrases are mentioned enough times (Why should you rank for a term that isn’t used?) are next. You can demonstrate expertise through in-depth articles (1,000+ word counts) whilst on product pages, it may be wise to keep initial content to an enticing minimum.
Behind all this obvious optimisation are items such as your hallowed title and meta descriptions, adding useful image with relevant and meaningful filenames, useful alt and description attributes.
Have you checked the sentiment and salience of your copy and are the key terms highlighted in strong or emphasis tags to let the reader know how important certain words and phrases are?
You have included internal links to other key pages? Are there specific third-party resources that also add value with external links?
Remember to optimise your content’s Calls To Action (CTAs) so that your page passes the “so what?” test and your visitors get strong and clear opportunities to receive further updates, make an enquiry or buy your products. This is both a valuable part of the User eXperience (UX) and Conversion Rate Optimisation (CRO).
This is where all the “off-site” work gives a boost to your website and individual web pages.
The whole basic concept of Sir Tim Berners-Lee’s world wide web is hyper text. This is the exact same as in his Hyper Text Markup Language (HTML). It is the fabric upon which webpages exist and co-exist.
The beauty of this all is that web pages refer to others using hyperlinks. Internal linking, as mentioned above, is important but it’s the external links in other web entities that link to YOUR web pages that are the most vital signals for search engines. External links signify that your website has value to other people. Why else would someone link to you?
These links should be built up naturally and organically (white- hat SEO), where aggressively-built links are “black-hat” and the schemes in between are the “grey-hat” work.
Link-building activities are important, especially when you are creating links from popular sources, such as the BBC, fresh links or in relevant websites or trustworthy sources.
Social media links also add signals, so use your Twitter, Facebook and LinkedIn time to add valuable in-bound links to your web presence.
Analysing the traffic and measuring results, we adjust your ongoing SEO campaigns and advise on your content marketing plan, further SEO and supporting channels.
Why wait? Here’s your opportunity to work with the digital marketing agency who truly understands you and your future strategy… Enquire now and discover why we are the number one choice for local, national and global businesses.
“ They have done excellent work in helping us develop and deliver direct digital campaigns, optimise our website and keep our rankings very high on Google and other search engines without having to resort to highly expensive alternative options. ”
Business Development Manager | RHW
60% year-on-year organic traffic increase.
500% increase in goal conversion rate.
Nearly 500% increase in goal completions.