Archive for "December, 2013"

3 Insights to Help You Rethink Your Local SEO Strategy in 2014

General Dec 28, 2013 No Comments

Local SEO Insights for 2014Local SEO is a unique subset of search engine optimization. The way in which Google determines local business listings (paired with the map and little push-pins) is different from traditional organic SEO.

In 2013, local SEO strategies centered on citations and ensuring your business is listed on several top directories (i.e. Google+ Local [formally Google Places,] Yelp, Yahoo! Local, etc.) While investing the time to get listed on the top local business directories is important, it will only take your local SEO efforts so far, especially if your in a competitive marketspace.

In short, you need start looking at your local SEO efforts from a different perspective. Below are 3 significant insights to keep top of mind when embracing local SEO in 2014.

Be Active and Involved on Social Media Sites

Although many local businesses see the importance of having a presence on social media sites, many of them fail to be active and involved. The narrow-minded SEO perspective would think “Okay, our Yelp page is built. We now have a citation and a link back to our site. Done.”.

But what if you could do more to increase the authority of your Yelp page, and thus the SEO value of that citation and link back to your site?

You can.

By being active and involved with your audience, and optimizing your social media pages from every angle, you can greatly empower their SEO potential. How, exactly? Start by:

  • Reaching out and connecting (following, liking, encircling, etc.) with other respectable businesses and professionals
  • Optimizing images and uploading them to your social media pages
  • Encourage reviews from satisfied customers (perhaps by implementing an incentive program)
  • Build a following (or better yet, a community) and engage with your audience
  • Take advantage of promotions via social media networks (like Google Offers or Facebook Coupons)

Social media business pages offer immense authority for local SEO. Heck, there are some business Yelp pages out there that have a Google PR (PageRank) of 5 (and the link is DoFollow!). That’s some serious link juice compared to commonly stagnant PR 1 Yelp pages.

Lastly, earning social credibility (or social authority) is becoming a strong factor that Google uses to determine search engine rankings. Many organic SEO experts are seeing a correlation between search engine rankings and the number of Twitter and Facebook followers, Google +1’s, etc.

Local Citations Are Good, But Links Are Better

Just like traditional SEO, the amount and quality of external links pointing to a website is ultimately the greatest influence of its search engine rankings. Once you’ve gotten your business established on the top local business directories for SEO, spend some time determining various link assets for your business’s website.

Some of the best assets for local SEO include:

    • Investing in a membership at your local chamber of commerce. Members often get a listing (and a link) on the chamber website (which is both authoritative and locally relevant.)
    • Reaching out to other local businesses and professionals for guest blogging opportunities. Building these relationships are huge long-term asset for not only SEO, but marketing in general.
    • Becoming a local source for news, information, or advice. If people see value in the content you’re publishing, you can actually earn links back to your site. Think of your business as the online authority figure of what you do. If it’s DUI law, own it with videos and articles that help individuals understand their legal rights.

The last tip above stems into our next insight: becoming a content marketer.

Create Purposeful Content That Offers Value

You may be familiar with the old SEO catchphrase “Content is King!”. While that concept still holds true, its focus has changed.

It’s less about writing 700 word webpages that are jammed with keywords. Rather, it’s more about producing purposeful content that offers value to your target audience. More bluntly put, it’s all about mastering the craft of content marketing and creating meaningful content that resonates with other people.

Get yourself in the right mindset by contemplating the following questions:

        • What problems, issues, or questions does my target market have?
        • How can I help those individuals based on what I know and the resources that I have?
        • What forms of content would best get my message across in the most engaging manner?

Think about the local businesses that are owning it in both Google Search and social media sites. They are typically businesses that are constantly producing awesome articles, blog posts, videos, graphics, or podcasts, and they’re actively promoting this content on social media.

Rethink Local SEO in 2014

To rethink your business’s local SEO strategy in 2014, view your organization’s entire marketing plan. How much time and money do you have invested in traditional forms of marketing and advertising?

Perhaps you can generate ideas that can put greater emphasis on building an online content marketing strategy and building a legit social media presence. Although these efforts might seem like exclusive tactics, both most certainly influence local SEO (and will even more in 2014.)