So, in the world of digital marketing, there’s a lot of absolutes. Should I do this? Should I do that? I should you just SEO as you’re just blogging. Well, there are no absolutes. So today, we’re going to talk about what is the role of SEO in your digital marketing strategy. What works and what doesn’t? So, when you’re sitting down and making your plans for 2019 into 2020, you’re going to get a lot of things put on the table. You’re going to have SEO, blogging, website and social and maybe some other things that you want to throw in there like podcasting. The problem is like as a business owner, like how do we figure out. How much time to put it and where? So, I want to take a step back and talk to you about what’s most important and how do you distribute it? So, the most important thing you can do as a business owner is to get those great ideas out of your mind and onto paper.
So, a couple things that we’ve been doing is we just sit down, we open up a recorder on our laptop or a recording app and I interview the clients on a concept. So, let’s say I’m going to interview a client on keyword research tools. I pull up in Google, Keyword research tools. I’ve got it right in front of me and I start asking questions of the person who I’m interviewing. Now remember, I’m recording this the whole time. Between 3 & 5 minutes, we’ll give you about 900 words. Now, this is really important because now, in less than 10 minutes, I’ve been able to get a 900 word document from you, the thought leader.
And then I take it to a transcription service like rev, R-E-V dot com. And I have it transcribed. And within minutes, I get the transcription of the audio. Then we take that content and we send it off to our social media people, our bloggers and our podcast or whatever we want to use that to distribute it. Take an ownership of that piece because that’s what your expertise is. Then we’re looking at a digital marketing strategy. You say, “Okay, guys. Here’s my one piece.” So, then your social media company slices and dices that into social media posts or Instagram stories.
Then that same piece gets written up in a blog with images. Then that same piece becomes a topic for your podcast and you talk about that with an expert in the industry. So, I don’t want you to think about “How many different things do I have to do?” I want you think about being a thought leader on one topic. And then you give that to the vendors in your life, your social media, your you’re content writers. Let them take it and repurpose it like crazy. A good digital marketing strategy has to start with an excellent piece of content. And then once you record yourself, you could be driving to work. You could be, I don’t know, on your own at home and you just want to dictate or walk around the apartment or walk around your office. Have a sticky note with 3 or 4 keyword ideas. And just talk about them for 5 to 6 minutes. You’re going to get a ton of content, have it transcribed then hand it off to the vendors in your life. This is what you should be focusing on from a digital marketing strategist. You are the expert, you are the professor.
Take the time to pick one concept that you’re an expert in and record yourself. Then let the experts in your life figure out how to slice-and-dice it, repurpose it so that you can get everyone on every social media channel. That is a real digital strategy based on search engine optimization, key words that you want to be findable for. But then you take your vision, your voice is an expert and you create the content that matters. That’s what turns a digital marketing strategy into something that works and something that falls flat. Do it right. A good digital marketing strategy is just the tip of the iceberg. My book, Marketing Espionage, how to spy on yourself your prospects and your competitors to dominate online is the ultimate guide in an easy non-technical format on how to become the most findable business online. It lays out your whole strategy as well as talks about implementation tactics that are easy for you to apply that will make you infinitely more findable.
Check us out on Amazon. Love to have you give some comments. If you’ve read the book or you’ve got questions about a digital marketing strategy, please comment below. I watched those comments and I will definitely get back to you and give you some good feedback regarding what you post below. Hey, don’t forget to subscribe to my channel and hit the bell so that you get notifications every day of my new findability videos. Oh.
– Welcome to The Journey. I’m Nealey. – And I’m Morgan. – And today we’re gonna give you eight quick tips to improve your local SEO. All right Morgan before we dive into the tips, it’s probably a good idea to really understand what is SEO and why is it so important? – Yeah. The reason we use search engines is because they have proven time and time again that they provide the best answers to the questions that we’re searching for and if your website doesn’t appear on the first page of the search results, then you’re nowhere. And so SEO stands for Search Engine Optimization and it’s work that you do to make sure that you prove to Google and other search engines you’re the best. So for SEO, I like to use the analogy of all the work that you need to do is like a 1,000 piece puzzle.
And you and all of your competitors, you all have the same puzzle and we’re trying to prove to Google who’s the best, which one of these puzzles is the most complete. – My puzzle’s best, definitely the best. – Yours is definitely the best. We know that. Does Google know that? We shall find out. – Right. – But the thing is not everyone has all 1,000 pieces. Some people are new. Some people have been doing it for a long time and Google doesn’t necessarily care that you have all the pieces in. The thing that Google cares about is that you have more than the next guy. You could have maybe 10 pieces and if you’re in not a very competitive space then yeah, you’re going to appear on the first page.
So these eight tips that we’re going to talk about are going to help you to start putting those pieces in to get started on your SEO journey for local businesses. – Perfect, so let’s jump into the tips. What’s tip number one? – Tip number one for local businesses. Everybody needs this is you need to create or claim your Google My Business Profile. Google My Business is this tool that Google has created that allows users to see all of your business information in one place. We did a video all about this so go check it out so you can deep dive but basically, if you don’t have a profile, you need to go create one and if you haven’t claimed your profile meaning that your profile exists but you didn’t necessarily do it or some user created that, you need to claim it so that you can update it with all the right information.
– Right. You need to make sure it’s in your control. Don’t let it out to the world for anyone to add. It’s yours. – So tip number two is that you need to optimize your profiles. It’s great to have it created but if you don’t have all the information that Google is looking for, then they’re not going to recommend your business over someone else. So that means having your business name correct, your address, your phone number, your hours of operation. Those are the basics that most people do, but optimizing it really means going a level below that so adding photographs, adding your logo, adding pictures of your building so that was when people are actually going to your business, they know what it looks like. If you’re a restaurant, include pictures of dishes and what you’re known for so that way people have lots more information when they’re looking at your Google My Business page. So those are the key things that you need to do to optimize. If there’s reviews that are outstanding, you need to respond to all of those reviews. You need to encourage your customers to go and leave reviews because that also plays a part in how you’re going to rank against other local business profiles.
– All right Morgan, what’s tip number three? – Tip number three is you need to add your business to relevant business directories. These are other sites that their main business is promoting other businesses like yourself and so you need to make sure that your business not only is there but the information is correct and the great thing, it’s an easy back link. – Absolutely. – So it really helps with your SEO to make sure that your business, anywhere people are looking at these business directories, your business shows up. – All right, which brings us to tip number four. – Tip number four is to add your business address to your website. It sounds pretty plain and simple but a lot of websites don’t have that.
So again, to increase your rankings, this is one thing that not only Google is looking for, but your users, if they’re wanting to visit your business, they want to have the address very prominently placed. So put it in the footer. Have a separate page about your location. Just make sure that it’s there, visible, and very prominent. – All right, so should we put a Google Maps thing on the site too? – Yeah, that helps. That’s visual. People can click it. They can see exactly where you’re located, the cross streets, so that’s always helpful as well so just make sure that you actually have the address called out and written out next to that.
– Perfect, which brings us to tip number five. What’s tip number five? – Make sure that your NAP is consistent across the web. – What’s NAP? – Name. – I like naps. – I mean, well (laughter). Name, address, phone number. So you need to make sure that those three things are consistently formatted everywhere. So pick one and then update it on your website.
– [Nealey] Stick with it. – Update it on your Google My Business and then update it anywhere else where your website appears. If you don’t own those websites, email the owner and say, “Hey, can you update this?” And most likely they will but just make sure it’s consistent everywhere. – Perfect. To number six, what do we got? – You need to update your home page’s meta title and meta description. The meta title and meta description are things on your website that you control how your website shows up on the search results. So whatever the meta title is, that’s what will appear on the search engine results page and then the little description below. This is a great opportunity for you to let your clients know what you’re about. So if you are a coffee shop in Seattle, maybe you should have that in your meta title and description.
Put your location. Put more information about your business so that way your users know what you’re about. – Right, and most website builders or applications that you use have a section for you to add a meta title, a meta keyword, and meta descriptions. If you don’t know how to go in the backend and do it, which most of us don’t want to, right? So if you need help, just contact whoever you’re hosting your site with.
They’ll probably be able to help you get that information there because if you don’t set anything Google will just assume whatever it wants to put there and it may not always be relevant to what you want to invoke to your audience. All right Morgan, what do we got for tip number seven? – Tip number seven is just to make sure that all of your other SEO elements are in place. Make sure that you have great content on your website.
Make sure that your source code is formatted in the way that Google likes to see it. Make sure that you have a great number of high-quality backlinks that are pointing back to your site. All of this will help with your local SEO. We actually did an entire video all about the basics of SEO, check it out right here. – So it’s super relevant to make sure your site is structured in a way that Google basically wants so on your site, those H1 tags like you mentioned, it’s basically a code on the site that says “This is my most relevant tag line,” if you will. So only one H1 tag per site. Images are super important because Google cannot read images but it can read text so that’s that little description there. Most website builders or applications like Word Press has a place for you to add those. All right Morgan, we’re on the very last tip. It’s been an incredible journey, #thejourney. What is tip number eight? – Tip number eight is to consider launching paid ads or Google guarantee. So if you’re not getting the results fast enough or the traction that you need using steps one through seven and appearing in the organic sections, then this is where paid ads and the Google guarantee comes in.
So you can consider doing these things. Paid ads, obviously it’s pay to play. Whoop! You appear right at the top of the search result. It’s amazing but once your ad budget is gone, you no longer appear there. But people click on the ads. They’re very effective. – So I love paid ads. It gets you right to the top but I’m not really familiar with what Google guarantee is. Give us the low down. – So the Google guarantee is basically paid ads supercharged. So you could pay, anyone really can pay to have their business appear in the paid ads but the Google guarantee takes it to the next level where if someone purchases the service through the Google guarantee and they’re not happy, they can get their money back, which is really awesome. So it’s Google vetting certain businesses and making sure that they provide a great experience. There’s extra levels you have to do to qualify for the Google guarantee but it’s really great and stands out in the search results and people love it.
All right, guys. Those were our eight quick tips to help improve your local SEO. I hope you liked it. I liked it. Did you like it? – Loved it. – I thought you would. – Make sure you like this video. Comment below on just something you learned today. Subscribe. Ring the bell so you know when these videos are coming at your first. This has been The Journey and we are signing off.
hi I’m Maile Ohye and I work with Google search I like to share advice to help you hire a useful SEO and prevent hiring a bad SEO one who you might pay a lot of money without positive results or even worse one who implements shady practices on your website that result in a reduction in search rankings SEO stands for search engine optimization – some SEO seems like black magic having worked with Google search for over a decade what I’ve learned is that first it’s not black magic and second if you want long-term success there aren’t any quick magical tricks that an SEO will provide so that your site ranks number one it’s important to note that an SEO potential is only as high as the quality of your business or website so successful SEO helps your website put your best foot forward so that it ranks appropriately in the spot where an unbiased potential customer would expect your site to be seen a successful SEO also looks to improve the entire searcher experience from search results to clicking on your website and potentially converting a good SEO will recommend best practices for a search friendly site from basic things like descriptive page titles for a blog or small business to more complex things like language markup for a multilingual global site SEO is ensure that you’re serving your online customers a good experience especially those coming from a search engine and that your site is helpful whether they’re using a desktop computer or mobile phone in most cases the SEO will need four months to a year to help your business first implement improvements and then see potential benefit my strongest advice when working with an SEO is to request if they corroborate their recommendation with a documented statement from Google either in a Help Center article video or Google a response in a forum that supports both one the SEO description of the issue that needs to be improved to help with ranking and to the approach they prescribed to accomplishing this tasks requesting these two bits of information will help prevent hiring a poor SEO who might otherwise convince you to do useless things like add more words to the keyword meta tag or by links because if you search for google advice on this topic you’d see blog posts and videos from us that clearly explain that adding keywords to the meta tag wouldn’t help furthermore while google uses links for page rank our documentation highlights that we strongly advise against the approach of buying links for the purpose of increasing page rank one basic rule is that in a majority of cases doing what’s good for SEO is also doing what’s good for your online customers things like having a mobile-friendly website good navigation and building a great brand additionally if you’re a more established brand with complicated legacy systems then good search friendly best practices likely involved paying off some of your site’s technical debt such as updating your infrastructure so that your website is agile and able to implement features faster in the long term if you own a small local business you can probably do the initial work yourself check out our 30-minute video series on how to build an online presence for your local business now if you still believe you want to hire an SEO here’s a general process one conduct a two way interview with your potential SEO check that they seem generally interested in you and your business to check their references three act four and you’ll probably have to pay for a technical and search audit 4 decide if you want to hire let’s break this down and start with step 1 conduct a two-way interview in the interview here are some things to look for a good SEO doesn’t focus only on search engine ranking but how they can help your business so they should ask questions like what makes your business content and/or service unique and therefore valuable to customers they want to know this information to make sure it’s highlighted on your website for your current and potential new audience – what does your common customer look like and how do they currently find your website 3 how does your business make money and how can search help for what other channels are you using offline advertising social networks 5 who are your competitors what do they do well online and potentially offline if the SEO doesn’t seem interested in learning about your business from a holistic standpoint look elsewhere it’s difficult to do good SEO without knowing about a business’s goals their customers and other existing marketing efforts SEO should complement your existing work the second step in hiring an SEO is to check references if your potential SEO provides prior clients be sure to check their references you want to hear from past clients that the SEO was able to provide useful guidance and worked effectively with their developers designers UX researchers and our marketers a good SEO should feel like someone you can work with learn from experiment with and who generally cares about you and your business not just getting your site the highest rank as ultimately those techniques rarely last long if they work at all they’ll want to educate you and your staff on how search engines work so that SEO becomes part of your general business operations step 3 is to request a technical and search audit if you trust your SEO candidate give them restricted view not full or right access to your Google search console data and even your analytics data before they actually modify anything on your website have them conduct a technical and search audit to give you a prioritized list of what they think should be improved for SEO if you’re a larger business you can hire multiple SEO to run audits and prioritize improvements see what each has to say and then determine who you could work with the best in the audit the SEO should prioritize improvements with a structure like one the issue to the suggested improvement 3 an estimate on the overall investment in other words the time energy or money it would take for your developers to implement the improvement and for Google search as well as searchers and customers to recognize the improvement the SEO will need to talk with your developers to better understand what technical constraints may exist for the estimated positive business impact the impact might be a ranking improvement that will lead to more visitors and conversions or perhaps the positive impact comes from a back-end change that cleans up your site and helps your brand be more agile in the future five a plan of how to iterate and improve on the implementation or perhaps how to experiment and fail fast should the results not meet expectations that covers the structure of the technical and search audit now let’s talk about each of these audits individually in the technical audit your SEO should be able to review your site for issues related to internal linking crawl ability URL parameters server connectivity and response codes to name some if they mention that your site has duplicate content problems that need to be corrected make sure they show you the specific URLs that are competing for the same query or that they explained it should be cleaned up for long term site health not initial growth I mention this because lots of duplicate content exists on web sites and often it’s not a pressing problem in this search audit your potential SEO will likely break down your search queries into categories like branded and unbranded terms branded terms are those with your business or website’s name like a search for Gmail is a branded term while the search for email is an unbranded or general keyword an SEO should make sure that for branded queries such as Gmail your website is providing a great experience that allows customers who know your brand or website to easily find exactly what they need and potentially convert they might recommend improvements that help the entire searcher experience from what the searcher sees in search results to when they click on a result and use your website for unbranded queries an SEO can help you better make sense of the online competitive landscape they can tell you things like here are the types of queries it would make sense for your business to rank but here’s what your competition is done and why I think they rank where they do for instance perhaps your competition has great reviews really shareable content or they run a highly reputable site an SEO will provide recommendations for how to improve rankings for these queries and the entire searcher experience they’ll introduce ideas like update obsolete content they might say your site is suffering because some of your well ranking content is obsolete has poor navigation a useless page title or isn’t mobile-friendly let’s improve these pages and see if more website visitors convert and purchase or if they can micro convert meaning that perhaps they subscribe or share content improve internal linking your SEO might say your site is suffering because some of your best articles are too far from the homepage and users would have a hard time finding it we can better internally link to your content to feature it more prominently generate buzz the SEO might say you have great content but not enough people know we can try to get more user interaction and generate buzz perhaps through social media or business relationships this will help us attract more potential customers and perhaps garner natural links to your site learn from the competition your SEO might explain here’s what your competitors do well can you reach parity with this and potentially surpass them in utilities or can you better show customers your business’s unique value again a good SEO will try to prioritize what ideas can bring your business the most improvement for the least investment and what improvements may take more time but help growth in the long term once they talk with you and other members of your team such as developers or marketers they’ll help your business forge a path ahead the last thing I want to mention is that when I talk with SEO s one of the biggest holdups to improving away site isn’t there recommendation but it’s the business making time to implement their ideas if you’re not ready to commit to making SEO improvements while getting an SEO audit may be helpful make sure that your entire organization is on board else your SEO improvements may be non-existent regardless of who you hire so that wraps it up thanks for watching and best of luck to you and your business
Your website should be able to attract potential new customers One way is to make your website appear in search results When consumers search for the types of goods you sell For example, children’s clothing This method of making your website appear in search results is called “search engine optimization”, or SEO for short Think about it like this SEO is like a shop window You want the shop windows to be interesting and attractive SEO refers to the use of appropriate keywords Provide relevant information to potential customers There are a few different ways to do this Please confirm that your website contains useful information For example, inventory, category, price location and business hours Other best ways include Create short, meaningful page titles Communicate page theme with page title Add a detailed block of “About Us” to include contact information and business scope company profiles If necessary, plus operating location Add sales location and business hours if necessary If your website contains images and videos And confirm that the relevant description uses the word mark of the “alt” attribute and other attributes To ensure that Google can interpret its content And convenient for people with disabilities to browse the web Also, be sure to use images to illustrate the items sold And use keywords such as brand, color and product description to describe the product In addition, you need to pay attention to the correctness of the image The relevance of text description and page title You should also use the techniques and checklist mentioned in the previous episode Make sure that when people search for your product Your website will appear in search results We talked about constructive ways to improve website visibility But there are some less proper methods Including hidden text when building a website Induce people to come in This technique and other tricks used to deceive database indexes Usually called black hat SEO, so don’t use it Google has many ways to detect technologies that attempt to manipulate search rankings These protective measures can further ensure that search results are relevant and correct for users Therefore, black hat tricks are mostly ineffective In the long run, it will waste your time and money Google provides tools to help you manage SEO Sign up for Search Console to see how your website is performing in search results Search Console is a free tool provided by Google Can help you run your website and monitor its performance If there is a problem with the website, an email notification will be sent So you can focus on your own affairs If you don’t want to do it yourself, you can also hire professionals In the next video We will talk about how to find and hire great SEO experts If you have any comments on this video or this series Please comment below the video See you next episode
SEO is search engine optimization Or the acronym for search engine optimizer. Hiring an SEO expert has the potential to improve your website and save time, But if you hire it can give you bad advice Or recommend bad practices and shortcuts, It may cause damage to your website and reputation. When hiring an SEO expert, Keep in mind the following general recommendations. First, interview your potential SEO consultant. A good SEO expert will not only focus on Search engine rankings, which is what you present But they will focus on how to improve your presentation To help your business.
Good SEO consultants usually ask the following questions: What makes your business, content or service unique, So it is valuable to customers? What are your general customers like? How are they currently finding your website? How does your business make money, and how can Search help you make money? What other channels do you use? Do you use offline advertising? What about social networks? Who are your competitors? How do they perform online and potentially, offline? If the experts seem to be Not interested in understanding your business, Please consider finding another expert. Without understanding the business goals, In the case of customers and other existing marketing efforts, It is difficult to properly optimize. Be wary of providing unrealistic guarantees, Such as the expert who makes you number one in Google. No one can guarantee this, And usually those who try to pass the violation Google Webmaster Guidelines to ensure that people do this, For example, creating unnatural links and portals. If there is a particularly serious violation, It may cause your page or website Permanently deleted from Google’s search results.
The second step in hiring SEO is to check references. You want to check with past customers, And confirm that SEO experts can provide useful guidance And work effectively with their team. You want to make sure that the results are permanent, not temporary. A good expert will help SEO Become part of your general business operations. They should focus on long-term planning and help your brand. The third step is to request technical and search review. If you trust your SEO candidate, Please provide them with a restricted view, an incomplete view Or the right to write Google Search Console data or Analytics data. Before they actually modify any content on your site, Ask them to conduct technical and search reviews, To provide you with what they think A priority list of improvements that should be made for SEO. After reviewing inside, SEO experts should prioritize issues And make suggestions for improvement. These recommendations should be based on data about your website, Should work well with your online image, And avoid possible violations Improper practice of Google Webmaster Guidelines. Ideally, you should look for Focus on technology and strategy for the audience, Rather than suggestions on search engines.
The audit should also estimate the overall investment And the positive impact on the business. After interview, reference check and technical review, You should be ready to evaluate potential SEO experts. A good SEO expert will prioritize using the least resources Come with ideas to improve your business. They will also suggest that it may take more time in the beginning, But in the long run it will promote growth improvement. They should feel like they can work and experiment with you, Learn from and help you and your business pave the way for people. After hiring them, work with them to agree on goals and targets And how to track the results in advance, This way you can know what you will get out of it.
Thank you for watching, Please visit the resources in g.co/webmasters . Don’t forget to subscribe to the Google Webmasters channel, Then press the little bell to receive the notification, This way you won’t miss any future videos again. see you later!.
if you want to drive more organic traffic to your website and beat your competitors so you can attract new customers, you need to understand where you stand in the search engine landscape and what you need to improve. The only way to do this is by conducting an SEO audit which will reveal, where you have problems that need to be fixed, gaps that need to be filled and will also help you create the perfect road map to crush your competitors. An in-depth local SEO audit can cost several hundred dollars, sometimes thousands, if you Commission an agency to do it for you. But today I’m going to show you how to do a quick SEO audit yourself, so you can start improving your online presence straight away without spending a dime. I’ve even put together an SEO audit checklist which includes a ton of free tools and recommendations which you can download in the description below so you can go through each step of the process for your own business from the comfort of your home and at your own pace.
At the end of it, you’ll know exactly what you need to work on Hi there, this is your first time here welcome to the community my name is Luc Durand the founder of rankingacademy.co.uk which I created to help local business owners like you thrive online and run successful businesses. If you want to join the thousands of people who are already part of this growing family it’s simple and free, just click on the subscribe button and the Bell notification and you will automatically be alerted when I publish a new video. If you’re ready let’s jump in. Google my business listing audit. Do you have a Google my business listing? I know this sounds obvious for many of you but they are tons of businesses out there who have yet to claim their Google listing.
Like this one, face painting fairies. Google my business is crucial to your online success and will have a major influence on your overall online visibility. If you haven’t claimed your listing yet do it now, if you don’t know how watch my video, how to set up Google my business for best results. If you have a listing and it is verified, it’s important to get it right. Here is what you need to look out for. Business name. Use the same business name that you would use in real life and that is printed on any of your legal documentation or business cards. Do not add any additional keywords in a hope you will rank higher. It’s against Google’s policy and you may get suspended.
Address and phone number. Make sure your address and phone number are accurate, get this wrong and you will be in a world of pain, you will mislead Google and your customers too. Business categories. Ensure you’ve selected the right primary category for your business as it will influence your rankings enormously. This can sometimes be a tough choice, dentist, cosmetic dentist, and dental clinic are three different categories so make sure you choose wisely. Once you’re done with your primary category you can add secondary categories that apply to your business. Business hours.
Have you entered your business hours? If not make sure you do. People look at this stuff. Don’t cheat and pretend you’re open when you’re not to avoid frustration and potential bad reviews which leads me to my next point, reviews. Reviews are a major influence when it comes to rankings. It could make the difference between your competitors ranking and not you. How many do you have? how positive are they? have you responded to all of them? You can encourage customers to leave you more reviews with this nice little tool that will generate a link which will automatically trigger a Google my business review pop up and ease the review process. For more info on this just check my video on how to collect reviews. Website. Link your Google my business listing to your website if you haven’t done it yet. FAQs. Have you added frequently asked questions to your profile? FAQ will help people make informed decision about your business. People also use the FAQ option to ask about services you provide which can often generate fresh leads so there are not to be ignored.
If you’re stuck about what to write in there here is a tool that might help answerthepublic.com. Throw a keyword in there and it will spit out a list of common questions you can use. Photos. Photos are probably the best way of showcasing your business and capturing attention so add some photos regularly. You can also add videos and 360 panoramic views for better engagement. Google posts.
Do you publish any post? You can increase your visibility with Google posts. Posts can be used to provide an update about your business, promote a product, a service or an event. They increase your listing prominence in search results especially on mobile and are used automatically to answer FAQs in the FAQ section. Although they expire every 7 days, it’s a great feature not many businesses are using so make the most of it. Business description. Have you added a business description? if you haven’t, time to start typing. You can add a description to tell customers a bit more about your business in up to 750 characters.
Google my business has more options available, some of them industry specific, but if you can nail these down for now you will have a solid profile. Time to move on to citations audit. If you don’t know what a citation is, it is a mention of your business in major directories and social media platforms which generally includes, your business name, your business address, your business phone number and sometimes a link to your site like in this example on yell.com which is a major directory in the UK. Having your business listed in these is the foundation of any local SEO strategy and is important for two reasons: these directories very often rank at the top of search engine results for local searches which may include your business and drive traffic to your site, but more importantly it helps create trust and legitimacy with Google who will be discovering your business across all these platforms.
But for Google to establish trust, your business information needs to be accurate and consistent everywhere your business is mentioned. You could check the consistency and accuracy of your business information across the web manually but to be honest with you it is a very tedious exercise and can still lead to errors. Instead, use a tool that will do the legwork for you in my opinion bright local is one of the best tools to just do that. You can create a free account for 14 days without using a credit card which is more than enough time to check if your business is mentioned in all the right places and if there are any errors.
You can even download a full citation report and will also have access to tons of additional information once you’ve set up your profile. The next thing we’re going to check is if your website is responsive. Checking if your website is responsive is just ensuring that your website works on all types of devices and more specifically on mobile phones. When it comes to local search most of your visitors will come across your site via a mobile phone so if your website is not compatible your business is really going to suffer.
To quickly check if your website is adapted to multiple devices, download this free resizer app in Google Chrome, then simulate your website view on the various devices available. The next thing we’re going to look at is your home page. Since the home page of your site is your most important page it deserves to be analyzed separately as there are many things to take into consideration.
To really maximize your SEO opportunities this is what you should check. Is your title tag optimized and includes the keywords and the city name you are targeting? Have you added a Meta Description to your page compelling enough so that people will want to click on your listing in Google when they come across your business? is there a main title also known as h1 which stands for header which also includes your main keyword and city name?
Is there an obvious call to action on the page such as a phone number that is visible without scrolling down? Is the call to action visible on the mobile version of your site without scrolling down? is there enough content on your page? Think of including your services and products and whatever else you think is relevant. Are you linking to important sub pages from your home page which you’d like visitors to click to and Google to discover? Do all your images have an alt tag?
Are you talking about your location where your business operates? Have you embedded a Google map related to your business so visitors can check directions straight to you from your homepage? Does your page include your name, address, and phone number which is consistent with your Google my business listing.
Once you’ve completed all of the above it’s time to analyze the rest of your pages. For this we’re going to use a tool which is going to speed up the process enormously. Go to ubersuggest.com and in the search box add your domain name. I am going to use the example of this dentist located in tampa florida. Click on search. This will initially give you an overview of your website which includes the number of organic keywords you’re ranking for, the estimated organic traffic and the number of links pointing to your site. On the left hand side choose site audit at the bottom of the menu and click on search to trigger an automatic scan of your site which should take up to three minutes. Once completed, you should see a breakdown of errors, warnings and recommendations. Click on the first box to bring up the full list. In there you will be able to uncover issues with your pages such as, duplicate meta title, low word count and missing headers across your site and fix them.
If you are unfamiliar with the errors highlighted, just click on the what is this and how do I fix it? which is very helpful. Since this is an automated scan it doesn’t include every recommendation so, once you’ve fixed the highlighted issues I recommend you also check the following items for all your pages. Include the main targeted keywords you are trying to rank for with your page and the city name in your main title tag.
Include the main targeted keywords you are trying to rank for with your page and the city name in your main header. Make sure the keywords is different from the home page and unique for each page. Ensure your content is well structured and includes subheadings. Add keywords in your subheadings which are related to the main keywords you are targeting for these pages. Look at this example. One heading includes fuse box and the other consumer unit which are closely related. Finally, don’t forget to add alt tags to your images. Time to now look at how well your business is ranking in Google. When it comes to local search your business is likely to show in two distinctive areas within Google.
The first one, is in Google Maps with your Google my business listing which will also include the map pack. The second one is what I call the more traditional results which sit below the map pack which is where your business website will be listed. It’s important to know how well your business ranks and for what keywords so you can monitor if any of the improvements that you have implemented have made a difference to your ranking. Head back to ubersuggest and re-enter your domain name if needed. On the main screen, click on the organic keywords tab.
This will show you all the keywords your website is ranking for in the traditional results, you can even export the results in Excel, save the data and recheck a few weeks later so you can compare rankings and check if you have gained any positions. If you are not ranking for any keywords between position 1 and 10 it means you’re not on the first page of Google for any keywords, so there is a lot of work to do. To make things simpler moving forward I suggest you create a profile in ubersuggest for your website which will track your progress automatically so you don’t have to keep downloading Excel spreadsheets and see in seconds if your doing well or not. Unfortunately ubersuggest doesn’t track rankings for Google my business listings in Google Maps so it only gives you half of the picture.
To do this head over to a site called, localFalcon.com. Local Falcon is a software that allows you to track how well your Google my business listings ranks directly on Google Maps for a given keyword. I love this tool as it is very visual and you can instantly get a feel of how well or badly your business is doing. Local Falcon is not a free tool however, you can create an account and run one free scan which will give you a good idea of how powerful this can be for your business. Let me run through an example with another dentist called Denton dental located in Nashville USA. Once you’ve created an account click on scan on the main menu. Start typing your business name in the business field, it should come up automatically. Please note that if you have decided to hide your business address in your Google my business listing, you won’t be able to run the scan. Add the keyword you want to target.
In this instance, we’re gonna use “dentist Nashville”. Choose the radius you want to target and then the distance either in miles or in kilometers. Then, select the grid size. Click on run search. You will see dots showing where your business ranks and in what position based on your criterias. Any position beyond three means your business is not featured in the map pack which really is where you want to be. Clicking on the dots will give you access to more details and check which businesses rank above you and how far down you are on the list. Local Falcon stores all your scans so you can easily compare them and understand if you are making any progress over time.
Time to move on to our last item, external links. External links pointing to your site are one of the most important factors that will influence your online visibility. In summary, the more quality links you have pointing to your website, the more relevant it will appear to Google who will reward you with higher rankings. But how strong is your link profile? To check this, go back to ubersuggest.com once more, and search for your domain.
On the main screen check what your domain score is. This score is calculated on the basis of external links pointing to your site. The lower the score, the weaker the site. Run the same scan for your competitor’s site and look at their domain scores. If your score is lower than theirs is because they have more valuable links pointing to their site than you do. This means there is a great chance you will be ranking lower than they are for the keywords you are targeting.The solution, try getting more web sites to link to yours.
If you don’t know where to start you can spy on your competitors links by clicking on their domain score. This will show all the links pointing to their site. Just try to get the same links as they do. That’s it for today now it’s your turn. Download the SEO audit checklist and run through each item one by one. I’ve made this very simple to use just put a cross in yes or no box and it will change color automatically. Once completed you will see how well or badly you’re doing just by looking at the overall color scheme and which item you need to address based on priority. Hope you liked the video, if you have any comments or questions post them below and until next time happy marketing.
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