Local Search Engine Optimization
Local Search Engine Optimization also known as LSEO is the process of getting your website to appear in the google local listings / google maps.
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Introduction to Google Local Listings
We recommend starting from the very beginning of the Google local listings optimization, we will start with creating a gmail account for the business. If you have a personal gmail that will work fine but a thing to consider is if you ever outsource your local search optimization projects to another company or person you will be giving them access to your personal email account. Once you create a gmail account you will then be able to access Google Places for Business.Once you have signed into your account you can now choose between business types, you are presented with 3 options: Storefront, Service Area and Brand. The first option the storefront is going to be the best option for a restaurant, retail store, hotel, barber shop, etc. The second option, service area, is going to be the best choice for a plumber, pizza delivery, taxi service, lawyer, etc. The last option is brand, this will be the best option for a specific product, sports team, musical band, cause, etc.
Why You Need To Invest In Local Search
of consumers use Google every month to find a reputable, local business. (Search Engine Watch)
of local searches lead to sales, compared to 7% for non-local searches. (Google)
of local searches result in a purchase. (Search Engine Watch)
of Americans have substituted the internet and local search for phone books. (comScore)
Why is Local Search Optimization Important?
Did you know only 2% of people still use the traditional yellowpages to find a business? Yes, you read that correctly only 2%! Where are people turning to now to find a local business? The answer is the internet and more specifically the Google Local search results. In fact, Google is getting so much traffic to the local search results it now accounts for nearly 50% of it’s total traffic! WoW! In fact, a New Google research says that 50 percent of mobile users are most likely to visit after conducting a local search, while 34 percent of consumers on tablets or computers will go to a store
Smart Users Love Local Search Results
of all mobile searches are conducted in hopes of finding local results. (Search Engine Watch)
of mobile users visit a store within a day a day after conducting a local search. (Google)
of consumers on tablets or computers will go to a store within a day of conducting a local search. (Google)
of consumers on smart-phones used the get directions or call button on a smartphone local listing. (Google)
of mobile searchers have used the call button directly from google ads to call businesses. (Google)
of mobile searches result in a phone call (Google)
of smartphone users think a call button is important
of tablet users think a call button is important (Google)
More than half of mobile callers are researching a product or service, or want to complete a purchase when they call a business directly(Google). This makes phone calls high-quality leads, leads that you should be tracking accurately using call tracking technology.
How does your business get listed on the local search results?
First, you need to claim your Google By Business page, also known as GMB. Here is the link to sign up for your free GMB account, you will to sign up for a Gmail account to create an account or claim an existing page that is already online but you don’t yet own.
What does claiming my Google My Business page do?
Great question, this shows Google you are a legitimate business and you own the page. Google obviously wants to make sure they are only displaying real businesses to its searchers because if they show fake businesses, people will be unhappy and try other search engines.
How do you optimize your Google My Business page?
Google wants you to fill out some specific information such as:
- Business Name
- Business Address
- Business Phone Number
- Business Website
- Hours of Operation
- Description of Your Company
Seems easy enough right? This process generally takes about 30 minutes-hour to complete. Once, you have are officially done with the creation, verification and optimization of your Google My Business page you can pat yourself on the back! WooHoo!
However, 99% of businesses will notice that they are unfortunately still not on the first page of Google when they search for their local business online.
Why am I not showing up on the local search results?
Nobody except for Google themselves knows exactly how the ranking algorithm works but for those of us who have been doing local search engine optimization for many years we understand several ranking factors that are involved in getting to the first page.
What are some of the top ranking factors in getting my website to rank in the local search engine results?
Creation, Verification and Optimization (C.V.O.) of Citations – This is the process of making sure your business is listed on popular and relevant directory website across the web. Our C.V.O. process should sound familiar because you already did the same process when you claimed your Google My Business Page.
Essentially, you want to make sure all of your citations or “NAP” profile is consistent throughout these various directories. “NAP” profile is your Business Name, Address and Phone Number. This is the most important part of the C.V.O. process, it is absolutely imperative that each one of your citations remains 100% consistent on EVERY directory you list your business on.
If your citations are not consistent, Google will not give your business 100% credit for each citation which results in Google thinking your business could actually be several businesses with similar names, addresses and phone numbers. Why is this a problem? If you have inconsistent citations, you are going to be competing with not only your competitors but also your own business!
Each citation takes about 30 minutes to an hour to create, verify and optimize.
Can Blue Fusion Digital do this for me?
Luckily, for you, Blue Fusion Digital offers a citation creation service so you don’t have to do all the heavy lifting! Click to view our Citation Building Packages.
On-Site Local SEO
On-Site Optimization – This is the part of the local search engine optimization process that requires you to modify your website.
- Title Tag – 55 total characters can be displayed in the search results. Use your primary keywords at the beginning of the Title Tag, example. Local SEO Company | San Diego | Blue Fusion Digital
- Header Tag – This is the most important part of on-site optimization, each page should have a header tag and this tag should be your primary keyword.
- Meta Description – This should be about 140 characters so it does not get cut off in the search results.
- Content – You ideally would have 2,000 words of content on every page you want to get ranked, sometimes this can be difficult but you should generally have a minimum of 400 words and 1-3% of those words should be keywords you are trying to get ranked for. This looks natural and you will remain Panda (Google Penalty for writing spammy content) free!
Collect Online Reviews
What do online reviews have to do with your business getting listed on the first page of the Google search results?
Actually, a lot! One of the top ranking factors in Local Search Engine Optimization is your online reviews. In our opinion, this is the hidden gem that most people just don’t uncover. Online reviews are often over looked and even most “seo companies” don’t understand the true significance of the impact Google Reviews can have on your businesses rankings.
Online Reviews have a few factors themselves in regards of how they impact local search results. First, everyone knows they want to have a 5 star rating, that much is clear but did you know it takes 5 reviews to get those shiny stars to appear next to your Google My Business page in the search results?
Not only do you want a 5 star rating but you also want to get a lot of reviews and you want to keep them coming in on a consistent basis.
- Quality – This is simple, you want a 5 star rating across the board!
- Quantity – The more reviews you can get, the more trust people have in your reputation.
- Frequency – How often are you getting reviews? People like to see that your reviews are new and fresh in addition to the quality and quantity. If your business has a lot of reviews but they are all 6 months old, it might look like your business is closed or maybe you paid for these reviews and then stopped.
- Breadth – Not only do people want to see quality, quantity and frequency but they also want to see you have reviews on multiple platforms across the web. Google also likes to see this because they know you are an active brand.
How can your business collect more online reviews?
Luckily, we offer a proprietary review collecting system that enables you to get REAL reviews, from your real clients!
Can you pay for reviews?
No!!! Do not pay for a review, this is a big no-no and could get you kicked off of Google, Yelp, Facebook, etc. altogether.
About Blue Fusion Digital:
Blue Fusion Digital is a digital marketing agency that specializes in helping small and medium sized businesses compete online with the biggest businesses in their industries.
Still got questions? Check out Blue Fusion Digital’s Local Search Optimization FAQ’s