Mastering The Art Of Local SEO To Rank Your Local Business
If you own a local business or are managing the online marketing for one, you probably already realize that local SEO isn’t a walk in the park. While sharing the same basics, local SEO and non-geo-specific SEO are completely different from each other — the former being much more difficult than the latter. Constant changes and updates in Google algorithms don’t do too much to uncomplicated the task. In fact, even the most seasoned digital marketers may struggle with launching a successful local SEO campaign.
So you wish to update and upgrade your local SEO campaign? It’s highly likely that you don’t know where to start. The good news is that this local SEO guide is going to help you master the art of achieving the top rank for a local search. You’ll get a thorough and uncomplicated walkthrough of the entire process — from understanding the factors that rank you locally to improving your strategy to gain top rank. You’ll even get a glimpse of how a better local SEO campaign will help you based on real-life examples. Read on to take your local business to the next level and stay ahead of your competitors using local SEO.
What Factors Affect Local SEO?
Now before you even start learning about local SEO techniques, you need to understand what factors affect your ranking. This will help you in addressing those factors and fixing problem areas to improve your ranking. Moreover, you will also equip yourself with important knowledge that can help you in preventing future local SEO ranking-related issues. Let’s first take a look at the 2015 Local Search Ranking Factors, a study published by Moz:
#1. Overall Ranking Factors
The study on local SEO ranking factors showed that on-page signals like Domain Authority, keywords in titles, etc. were the most important overall ranking factor at 20.3%. Link signals came a close second at 20.0%; wherein factors like linking domain authority, inbound anchor text, etc. were considered. My Business signals were also highly important at 14.7%; with factors like proximity, categories, keyword in business title, etc. were considered.
So the most important factors for local SEO include the overall Domain Authority (DA) of your website. The higher your DA, the better your rank will be. Your keyword usage also plays a huge role in your ranking, so you have a better chance to rank higher if you use your target keywords in the title.
This report shows that building quality backlinks is the way to go if you wish to boost your local SEO. Google will also take into consideration the DA of sites that link to you. If you’re getting linkbacks from suspicious sites, you might be unable to improve your rank. On the other hand, getting linkbacks from authority sites will increase your chances of getting a higher ranking and improve your local SEO. Additionally, the quantity of domains that link to you will also play a role in your local SEO. If you’re getting high volumes of linkbacks from mid-range to high authority sites, your chances of getting top rank will increase.
The quality and quantity of domains linking to you is just as important as the anchor text they use to link to you. For a better chance to improve your local SEO, the inbound anchor text needs to be relevant to the topic and relevant to your business. For example, if you’re a Sacramento-based digital marketer, an anchor text of Sacramento SEO might prove to be a good anchor text. This is provided that it leads a blog post that guides readers to find good SEO experts in Sacramento. At the same time, if Sacramento SEO is your targeted keyword, using it as an anchor text isn’t the ideal option.
#2. Localized Organic Ranking Factors
As for localized organic factors, the Moz study reports that a website’s Domain Authority is the most important factor for local SEO. This is followed by the quality and authority of inbound links coming to your website. The third most important factor for local SEO, according to the study, is having city and state in the landing page title of Google My Business. This is followed by the click-through rate coming from search results and then the relevance of keyword to the domain content, both of which are not only important for local SEO but for regular SEO as well.
So up until this point, the localized organic ranking factors are pretty much the same as the overall ranking factors with a few differences here and there. Some other important local SEO organic factors are the diversity of inbound links that lead to your domain. The relevance of geographic keyword to your domain content is also considered important. For example, using the keyword “Sacramento SEO” may be ideal if you’re a digital marketing expert based in Sacramento.
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