19 May 2021 / Uncategorized
by Emily Naehring
4 Key Understandings For A Successful Local SEO Strategy
1- THE GUIDELINES FOR REPRESENTING A LOCAL BUSINESS ON GOOGLE
The first understanding is knowing the importance of Google My Business & understanding its guidelines for representing a local business on Google.
>> For a successful local business SEO strategy, having both an optimized website & GMB listing is key.
Remember, Google doesn’t want to send people to a website if they don’t have to.
So, the most critical guidelines to understand for representing a local business on Google are the ones describing eligibility for inclusion in Google My Business.
Any location must meet this requirement:
“In order to qualify for a Business Profile on Google, a business must make in-person contact with customers during its stated hours.”
In other words, if a location of a business doesn’t serve customers face-to-face during its open hours, it’s not eligible for a GMB listing and will not be able to conduct a local search marketing campaign.
Local SEO depends on in-person service, whether that’s in a store, curbside, or at customers’ location.
2- BASIC BUSINESS DATA
Be 100% certain that you have the accurate name, address, phone number, URL, hours, and other data for each location.
Inconsistencies can plague a local search marketing campaign from start to finish.
3- CLEAR IDENTIFICATION OF THE BUSINESS MODEL
The guidelines for representing a local business on Google have unique requirements and opportunities for each model.
Business models include:
Brick and mortar, that customers come to
Service Area Business (SAB), like a plumber who goes to customers
Hybrid, like a pizza restaurant which also delivers or a personal trainer who goes to clients homes & trains in a gym
Multi-practitioner business, like a real estate firm or dental practice
Essentially, the business model will determine how GMB & the website will be set up.
4- A CLEAR STATEMENT OF BUSINESS GOALS
It’s typically best when the business owner can state their goals by answering the question: “What will success look like?”
Once we have the canonical business data, know the model and goals of the business, and have Google’s guidelines well in-hand, we’ll be able to formulate what you can expect on your local SEO journey.