You’ve likely heard of local SEO: this category of SEO that helps your business appear in Google’s local pack for queries such as “Real Estate Austin.”
Perhaps you’re looking to get started with local SEO on Google, and all the articles and videos you’ve found on the topic only talk about “local SEO tips”, without really getting into the details. And for those who have tried, they were disappointed to find that getting listed in Google’s local pack requires more than just a few tricks.
Or maybe you’re one of the brave ones who ventured into local SEO but are noticing that your competitors are ranking better than you, even though they are relatively less good than you (fewer positive reviews, etc.).
In any case, you’re in the right place 🙂
I’m going to reveal our system for dominating local SEO on Google, a clear system that explains step by step how to get your business listed in Google’s local results, as well as the tools to use.
This system is based on all SEO ranking factors. Therefore, there is no “secret” way to rank your business on Google. All businesses generating hundreds of new clients each month use the exact same factors. The difference is in execution: follow these steps diligently, and you will get your business listed on Google.
Note: This guide is quite detailed. Save it to your favorites to come back to later 😉
Local SEO: Deconstruction and Explanation
To understand how to generate leads for local businesses, it’s necessary to step back and deconstruct local SEO.
Why Do Local SEO?
Local SEO (also known as local search engine optimization) is the activity aimed at ranking your business in search engine results (mainly Google) for local queries.
Local queries are Google searches related to a local business.
Examples of local queries:
- “Plumber”: It’s clear that if you live in San Francisco, Google won’t show you a plumber from New York.
- “Restaurant near me”: The term “near me” signals to Google that you want a local suggestion.
- “Lawyer New York”: The term “New York” indicates the location the user is interested in.
If you’re hesitant to dive into local SEO, note that 46% of searches on Google are local (WebFX). By skipping local SEO in your strategy, you’re missing out on 46% of potential customers.
Why Choose Google for Local SEO?
Google has created a specific spot for local searches called the “local pack,” which helps local businesses gain visibility.
87% of consumers have already searched for a local business on Google (BrightLocal 2023). This makes Google the ideal platform for local businesses needing visibility.
If you’re still not convinced that the Google Local Pack is the ideal place for your local business, note that Google is the most reliable platform for consumers seeking reviews on local businesses across all industries (BrightLocal, 2023).
Deconstructing the Local SEO Sales Funnel
The goal of your local SEO is to generate local leads.
To achieve this, your audience will go through several intermediary steps. These steps make up a sales funnel.
Search → Impression → Call or Site visit → Local Lead → Sales Call → Sale
Your potential customer conducts a local search on Google. Example: “lawyer Austin.”
If your Google Business profile is well-optimized, you’ll appear at the top of search results in the local pack.
42% of local searches lead to a click in the local pack.
If you’re in the top results, there’s a good chance your Google Business profile will be visited. The user reads your description, reviews, etc.
At this point, two options are possible:
- The user clicks “Call,” leading to a direct call to your line. In this case, it’s simple: you enter the “sale” phase directly with your prospect.
- The user clicks your link, leading to a page on your site. In this case, the page should be optimized for one goal: to get the prospect’s contact information (phone or email).
Finally, the “sale” phase involves converting your prospect into a customer. The script for this call depends on your product or service and should be well-prepared in advance to guide your prospect toward the sale.
Local SEO: The Crucial Role of Keywords
Not All Keywords Are Equal
You want to rank your business in Google’s local pack. But for which keywords? In other words, for which Google search terms do you want to appear?
Not all keywords are equal. Some bring in qualified local leads who are ready to buy, while others bring in local leads searching for information. You need to choose which keywords to target, and this isn’t always easy.
Here are three criteria to consider:
- Relevance = the degree of similarity between the keyword and your service or product.
- Volume = how many times the keyword is searched each month.
- Competition = how difficult it is to rank for a given keyword.
Ideally, you want to choose relevant keywords with high search volume and low competition. Tools like Ahrefs can help you conduct this keyword analysis.
The Right Approach to Keyword Targeting
The goal isn’t to aim for the first position in the Google local pack for 100% of your keywords (which is impossible anyway).
The goal is to cumulate impressions (appearance of your Google Business profile) for a wide variety of keywords:
- 3rd position for keyword A
- 4th position for keyword B
- 1st position for keyword C
It’s the total number of impressions for this set of keywords that will constitute your online visibility and lead to clicks to your site or calls.
Our Local SEO Domination System
Now, I’ll share with you a system to rank in Google’s local pack. To my knowledge, there is no equivalent to this guide. This system will be invaluable, provided you execute it carefully. So let’s dive in!
Local SEO Pillar #1: Setting Up Your Google Business Profile
We’ve created the ultimate checklist for launching your Google Business profile.
This pillar forms the foundation of your local SEO. If this pillar is poorly executed, it will undermine your chances of being ranked for local queries.
If you’ve already created your Google Business profile (GMB), you can use this checklist to audit your account.
Step 1: Selecting Keywords
This pre-launch step involves listing the keywords you will target in your local SEO campaign. Without this step, you won’t know where you’re going, so it’s fundamental.
Here’s how to proceed to find keywords:
- Google recommendations
- Competitor analysis
Google recommendations: Search Google for a keyword you want to rank for. Let’s take the example of a lawyer in Austin.
- Google search: “lawyer Austin”
- Identify the Google recommendations and add the relevant keywords to your list. Example: “Car accident lawyer in Austin”
Competitor analysis: Identify the competitor who ranks first in the Google local pack. Copy their site’s URL and analyze the site using a tool like Ahrefs. It will provide you with a list of all the keywords your competitor is already ranking for. Extract this list and filter the local keywords that are relevant.
Add all these keywords to your list.
Step 2: Create Your Google Business Profile
Now that our list of keywords is ready, it’s time to create the profile. Go to Google Business and follow the creation steps.
The parameters that will influence local SEO are:
- Name of your business
- Description
- Category selection
Follow the creation steps carefully, making sure to fill in the following fields:
- Name of your business: If possible, include your main keyword in your business name. Example: “John Wick Lawyer New York.”
- Categories: Choose categories and subcategories relevant to your business. Don’t limit yourself, but stay relevant.
- Description: Include here all the keywords you’ve selected previously.
- Link to your site: For a single-location business, link to your homepage or a location-specific page with the same main keyword.
- Add your services/products
- Opening hours
- Add photos and videos: Show users what their experience with your business and team will be like.
- Add social media: Facebook, LinkedIn, Instagram: Help to legitimize your business in Google’s eyes.
- Publish posts: Google Business allows you to publish posts. Don’t hesitate to share your news, events, or simply explain your services or team. This helps keep your profile active.
Step 3: Listing Your Business on Directories
This step involves creating a profile for your business on online directories. This helps Google legitimize your business and will impact your local SEO.
Select a few relevant directories for your business and create a profile there.
There are two types of relevant directories:
- Major generic directories
- Industry-specific directories
Major generic directories list all types of businesses. They’re relevant because of their size.
Industry-specific directories list only certain types of businesses. For example, Tripadvisor is a relevant directory for restaurants.
Have you already listed your business on directories? Ensure that the following information is the same on all your profiles:
- Business name
- Address
- Phone number
- Website
Step 4: Getting Positive Reviews
We’ve reached the most dreaded step for businesses: reviews!
First, positive reviews are an important factor in the local SEO ranking of your business.
Additionally, many businesses don’t feel equipped to consistently gather positive reviews… and only receive a positive review occasionally.
Positive reviews will be THE main differentiating factor between a well-ranked business that generates clients and the rest.
And for this, there is no secret formula. The best way we’ve found to get positive reviews is… to ask for them.
Ask your clients to leave a genuine review on your Google Business profile about their experience with your services and your team. Over time, you will cumulate positive reviews and impact your local SEO ranking.
Local SEO Pillar #2: Managing Your Google Business Profile
You’ve launched your Google Business profile and are starting to attract new customers. Now, it’s time to maintain your presence on Google by performing monthly maintenance on your profile.
Follow these steps at least once a month.
Step 1: Managing Reviews
Responding to positive reviews helps keep your profile active and extends your connection with your customers. Also, be sure to “Like” positive reviews.
Do not respond to negative reviews: As counterintuitive as it may sound, do not respond to negative reviews.
If you can identify the customer, contact them and try to resolve the issue, then ask for the review to be removed. If that doesn’t work, report the negative review to Google (directly from the review).
If that still doesn’t work, contact Google directly and request the removal of the negative review, citing that it is unjustified because you did everything to resolve the issue.
Step 2: Write a New Post
Have an event to share? Post about it. This will help keep your profile active while also sharing your event with those who are interested.
Local SEO Pillar #3: Optimizing Your Strategy
Measuring the Impact of Local SEO on Your Revenue
You are now maintaining your local SEO for several keywords. It’s time to move on to optimizing your strategy.
To do this, you first need to measure performance.
The ultimate performance indicator for your local SEO strategy is your revenue: “How much does local SEO bring to my bottom line?”
To measure this indicator, we developed leadsources.io, a lead source tracking tool that allows you to associate each sale with its source (E.G. Facebook, Google, Instagram, etc.).
This way, you can measure the impact of your SEO campaign on your revenue and compare these results with other advertising campaigns to optimize the allocation of your marketing budget.
Click on the different marketing channels below to see what data Leadsources tracks when your visitor fills out your form for each of them:
Optimize Your Local SEO Strategy
You’ve put effort into building your local SEO, and Leadsources shows that Local SEO’s impact on your revenue is greater than the Facebook ads that cost you €500 per month.
You can choose to redirect your Facebook budget towards your local SEO to improve your local ranking.
Conclusion
Local SEO holds no secrets for you anymore.
What makes the difference between a business generating revenue through local SEO and another is its ability to implement this system.
Whether alone or with local SEO outsourcing, you now have no excuses to dive into local SEO 🙂
Good luck!
