In order to make sure you lay the foundation for any successful Local SEO strategy, it’s important to remember three things:
- Proper tracking
- NAP consistency
- Get the right tools
When we say tracking, we mean making sure that anything that can be tracked, IS tracked. Let’s say you have a Google My Business Listing for a variety of store locations in the same state – if you don’t have UTM parameters set up on your URLs, it’s going to be tough to know how effective your local strategy is in the future.
If you’re looking into a local strategy then I’m sure you have heard of Name, Address, Phone Number (NAP) consistency as a major element of importance for Local SEO. While this is not so much a ranking factor, it’s more common sense for your user.
If you have one location that moved and the phone number and address aren’t correct or are mixed between listings, a user could go to the wrong location and have a bad customer experience. This could affect customer trust and your bottom line over time.
Make sure you’re tracking the success of your Local SEO Strategy with the following:
- Proper keyword tracking by zip code or state levels at minimum for priority keywords.
- If you’re trying to manage hundreds of listings on multiple platforms (i.e. Yelp), get yourself the right local listing management tool to save yourself time in the long run. Here are a few to check out:
- Moz Local
Note to the reader: These are not in exact order, but meant to be a general overview to get you started.
- Step 1: Set up Google My Business (GMB) listings with proper addresses, phone numbers, images, URLs, hours of operation and category tags.
- Step 2: Make sure Google My Business listings have UTM parameters set up so you can determine which listings are driving conversions and traffic.
- Step 3: Claim rogue listings with your brand name that are not owned by your company.
- Step 4: Be sure to respond to both positive and negative reviews on Google My Business Listings.
- Step 5: Make sure you have a locations page on your website that lists correct addresses and phone numbers for any listings you have.
- Step 6: Clean up social profiles to reflect proper addresses and phone numbers, logos, and URLs.
- Step 7: Utilize your paid data to inform your organic Local SEO strategy.
- Use a search term report to see if users type in different county, city, or zip codes modifiers and convert.
- See what questions users are asking with various local modifiers from PPC campaigns and create localized content based on answering those questions.