Guide to Local SEO | Anthony Isaac | Skillshare

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Topics include illustration, design, photography, and more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

18 Lessons (53m)
    • 1. Local SEO Guide Introduction

      0:57
    • 2. What Is Local SEO?

      2:12
    • 3. Local SEO Appearance

      2:27
    • 4. Local SEO Keywords

      6:16
    • 5. Local Ranking Factors

      4:22
    • 6. Local Business Listings

      6:21
    • 7. Local Listing Must Haves

      2:12
    • 8. Local Citations (NAPs)

      1:51
    • 9. NAP Citation Audit

      2:42
    • 10. Correct NAP Errors

      2:18
    • 11. Build NAP Citations

      1:45
    • 12. Local On Page Optimization

      3:07
    • 13. Add Local Business Schema Markup

      6:11
    • 14. Optimize Title Tags, Meta Descriptions, etc

      0:48
    • 15. Local Link Building

      3:16
    • 16. Customer Reviews

      4:01
    • 17. Embed A Google Map On Your Site

      1:17
    • 18. Display Reviews & Testimonials

      1:05
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About This Class

Guide to Local SEO

Optimize your brick and mortar business for Local SEO.

In this Guide to Local SEO, you'll learn how to optimize your business for local searches and we'll go over the tools that Google provides to optimize your Google My Business listing.

The Local SEO Guide was created to help business owners that are just joining the world of local search marketing.

After speaking with hundreds of business owners and managing many different local clients, I came to the conclusion that there is not a lot of information out there for businesses that would like to improve their rankings and reviews on Google and Yelp using local search optimization.

This Guide to Local SEO will help you get started optimizing your business for Local SEO.

Meet Your Teacher

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Anthony Isaac

Learn how to grow your business.

Teacher

I'm a digital marketer, content creator, and maker.

I built MakerKit - a curated list of tools for makers to use in their projects - and NextBigThing - a database of business ideas, examples, and opportunities that you can start today.

See full profile

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Transcripts

1. Local SEO Guide Introduction: Hello and welcome to my guide to local SEO. My name is Anthony and I will be your instructor for this class. In this class you are going to learn how to optimize your brick and mortar business for local SEO, this will help you to receive more traffic to your website and more potential customers will find your local business. In this class, you will learn how to discover localized keywords. Setup, local business listings, build NAP citations, How to do local link building for your website and much more. This course is perfect for any local business owners. For example, mechanics, dentists, window cleaners, cafe owners, and so on. So that's all for this video. I hope that you benefit from the course and learned a lot from it. I will see you on the inside. Once again, thanks and goodbye. 2. What Is Local SEO?: Hello and welcome back. So in this video, I'm going to answer the question, what is local SEO? So let's get straight into it. Local search engine optimization is all about increasing visibility on search engines for businesses that sell to their customers in a physical location, as well as or instead of online. These types of businesses could be anything that operates offline from a local bakery to a service-based company, like a plumber or a window cleaner. Local SEO can include anything from setting up a Google My Business page to adding your businesses local information to your website for local search includes all of the search terms where you are asking for local business information, such as plumbers in London, cinema in San Francisco, bakery near me, or electrician near me. These can also be made as voice searches on devices like the Google Home or Amazon echo. We have devices like these becoming more popular, local search will become more and more important in your SEO strategy. Why is local search important? Local search optimization is important because it can quite simply increase the amount of eyeballs on your business, therefore, increasing sales. Here are some statistics that will give you an idea of how important it actually is. More than 45% of Google searches are from people who are looking for something local. Over 50% of users visit a store within a day of finding it for a local search, 28% of all local searches. And in a purchase, google offers a free local listing, good a Google My Business listing and 56% of local businesses have not claimed there's when making a local search, 92% of users will only look at the first page of results. 30-40 percent of people who use smartphones to search for a company are looking for its location. And finally, the average mobile user spends about four hours a day on their smart phone. After seeing these states, you should realize just how vital local search currently is and it's only getting bigger. That's all for this video. Thank you for watching. I hope you enjoyed it and we'll see you in the next one. Thanks and goodbye. 3. Local SEO Appearance: Hello and welcome back. In this video, we are going to talk about local SEO appearance. If you are doing local SEO, It is important to know what the local search results actually look like. Let's look at a few different examples of how Lowe, who search results are displayed to the end user. First, we have a typical Local Search made on Google. This is usually known as the Google map pack or the local for repack. It displays a map, we're free local listings and there the normal organic results are shown underneath it. You should already be fairly familiar with the organic Google search results. But what are the map back results that appear when you make a local search? The Google map pack is what Google uses to display the free, most relevant results when a local search is made, it takes into consideration the user's location to make sure that the results that appear are relevant to both the search has been made and also the physical location of the user. There were also many more places where local search make an effect. Here we have Google Maps mobile. On Google Maps mobile where you can see a map with the different businesses below, with the more relevant and popular appearing fast. As you can see, each business has a star rating, a category, and location, opening times, and some also have a short description. Next we have Google Maps. This is how Google Maps displays businesses. If you are on a computer, each business displays its location, star rating, opening time, and a short description. These are ranked by most relevant and by popularity. As you can see, it helps if you have received a large amount of reviews. And finally, we have the Google Knowledge Panel. The Knowledge Panels or boxes of information that appear on Google when you search for people, places, and businesses that during Google's knowledge graph, you can claim one for your business by getting a free Google My Business listing. All of the examples that I have shown you are from Google, but you need to remember that other search engines have special results for local searches too. Local search is becoming increasingly important if you are a brick and mortar business or a service-based business that offers services in a specific location. Hopefully you now understand the basics of local search appearance. That's all for this video. Thank you for watching, thank you for listening, and we will see you in the next one. Once again, thanks and goodbye. 4. Local SEO Keywords: In this video, we're going to talk about local SEO keywords. Local SEO keyword research is actually very simple compared to keyword research for a blog or an e-commerce website. This is because most local keywords are generic across your business. And local keywords are usually a set, a few phrases. As an example, let's say you run a local bakery in London, you'll go would be to rank in search engines for phrases like fresh bagels in London, bakery Naomi, or bakery in London. And of course, many more phrases like this. The easiest way to find key words and phrases like this is to use keyword research tools or the suggest feature on search engines. Some good local search engines that you could use include Yelp, Google, and Bing. To show you how to do this, we will have a look at a few of these different sites. Once you have found a selection of keywords and phrases that you like, put them in a list or write them down so that you can use them later. First we have Google. This can be very helpful when you're looking for local keywords, as it is the most used search engine. For local searches, you need to put yourself in the mind of a potential customer and start making searches. For example, if I type fresh bagels. You can see here the suggested searches that Google has given. You can then take any local keyword from here, there'll be relevant to your business and add it to your list. So if you are a bakery in London, you could add all of these to your nest. Fresh bagels, Naomi fresh bagels delivered, fresh bagels delivery and other things as well, like fresh bagels, London fresh bagels nearby, and so on. So it's important that you only take the ones that are relevant to you. So your products, your business, businesses location, and so on. Next we have being, once again, this is another search engine that can be used to find local businesses. I'm going to start typing a phrase. I've just put bakery and then the data l. And as you can see, being has given me some suggested, such as, these are the most frequently used phrases by being users. From here, you just want to take the phrases that are relevant to you and then add them to your list. As I put bakery followed by the letter L, I have been suggested different phrases that actual people search for. Not many of these would be relevant to me. So let's make another search. I'm gonna type in fresh bagels. Once again, we have some more suggested, such as if they are relevant to you should add them to your list. If I run a bakery in London, fresh bagels, UK, and first bagels delivered would be relevant to me. So I will add them to my list. It is also a good idea to use your favorite keyword research tool. As an example, we are going to use Uber suggests to find local keywords for a bakery in London. So here we have uber suggest, simply enter a keyword that is relevant to your business. And you'll be given loads of phrases and keywords that are similar. Some will be local keywords and someone. So I'm typing in bakery London. And then you can select your language and country just here. And then hit search. Scroll down to the keywords and then click View All keyword ideas. And what you want to do is then sought for all of these keywords to find the ones that are local and relevant to your business and then add them to your list. So as you can see, I have typed in bakery London. I've been suggested many different keywords here. And I can also see the search volume, cost-per-click, paid difficulty and search difficulty for each of these keywords. So once again, take any keywords that are relevant to you. And now I'm gonna make another search. For this search, I have typed in fresh bagels, London, by much, you're going to change the country from the United States to the United Kingdom. As of course, if you're doing a localized search, it is important that you actually get the data for that country. So let's type in United Kingdom, like so. And then click search. There we go. There's some great keywords here, fresh bagels, London, fresh bagels in London, best fresh bagels London. Where to buy fresh bagels in London and fresh bagel delivery London. So there was some great keywords I can take there, and they are all relevant to me. And finally, I'm going to try one more search and there'll be bakery Naomi. And then of course hit enter. And there we go. We now have loads more suggestions for keywords related to bakery NME. So this is a fantastic tool that you can use. And finally, we have Google Keyword planner. The final tool that I will show you is Google Keyword Planner. The best part about this is that, you know, all the data will be accurate because this tool is made by Google. First head over to the Keyword Planner and then select, discover new keywords. Just here. Once you have done that, you'll be able to enter the information to help find your keywords in the box that says add a key word. You want to enter your keyword. I'm gonna put bakery London. And then I'm going to undertake include brand names because I do not want to see brand names. Once again, you need to select your chosen location. I have United Kingdom selected already, but if you want to select a different location, you can do that. And then finally click the Get Results button. And here we have all of our different keywords. These old keyword ideas that you can use while I'm going to do is sort the average monthly searches from highest to lowest. So we have the keywords are so most first, and then we have the competition data on the right just here. And boom, that's it. You now have loads of local keywords with accurate search volume and competition data right in front of you. Now you know how to find good local keywords. Just remember to put them into a list and actually use them in your content to build a good keyword list, you should use a spreadsheet, a text document, or a tone that will store your keywords for you. So that is it, that is the video all about local keywords. Thank you for watching, thank you for listening, and we will see you in the next one. Once again, thanks and goodbye. 5. Local Ranking Factors: Hello and welcome back. In this video, we're going to talk about local ranking factors. It is important that you learn exactly what factors influence your local search rankings. We will look at some of the most important ranking factors that you will need to keep in mind. The two most important local SEO rankings are the Google map pack and organic local search. The data from all of these ranking factors are from a study that was done by moles and you can find them at maas.com. First, let's take a look at the Google map pack ranking factors. As you can see, the most important ranking factor is the Google My Business signals. According to the study run by months, google My Business profile is the primary ranking factor for ranking in the Google map pack. This means it is crucial that you properly optimize your Google My Business profile, but don't worry, we will cover that later. The second most important ranking factor is linked signals. So this includes receiving backlinks to your website. And then after that we have reviewed signals. Reviews also play a huge role in ranking in the map pack. Negative reviews on your Google. My Business profile can damage your reputation and rankings. So reply to all your views and be as helpful as possible. You want to get legitimate reviews from customers on Google, My Business and other reputable review websites replying to all the reviews, negative or positive is beneficial to your local SEO strategy. Next, we have on-page signals. So this includes optimizing the content within your website. And then after that we have citation signals, name, address, and phone number citations are key to Google map pack and local search ranking factors. Nap citations are online mentions of your business name, address, and phone number, which is why it's called NAP. Search engines look at your NAP citations to confirm whether or not your business information is correct. The higher amount of NAP citations that your business has, the more confident that Google and other search engines or be to trust you are giving them legitimate information. Your goal is to get your businesses NAP citations on as many reputable websites as possible. And then the last free ranking factors for the Google map pack, our behavioral signals, personalization, and social signals. But these free have a much lower percentage. So focus on the others that we have talked about. And next we have organic local search ranking factors. In the same study, Mars also researched the ranking factors that go into ranking for organic local searches. The biggest ranking factor is linked signals. Links play a huge role in ranking in both local searches and also the Google map pack. Backlinks improve your site's authority. Tell users that your content is high quality and make it easy for search engines to crawl your website. Next, we have on-page signals. The optimization of your websites pages still helps when ranking your site for local searches. This includes all of the normal on-page SEO strategies. Just we have some extras for local search including having your NAP on your site, improving your domain authority, and using the right keywords within your content. The next local search ranking factor is behavioral signals. This includes your website's click-through rate, amount of clicks circle for a mobile device, bounce rate, etcetera. Google looks at how long people spend on your site before leaving the click-through rate from search results and many more user behavioral signals before ranking your websites. To keep users clicking on your site and spending more time on it, you need to write intriguing titles, high-quality content, and creates content that is relevant to your websites niche. The last five ranking signals for organic local search ranking include Google, My Business citations, personalization, review signals, and also social signals. So they are all also important, but they are all scattered below 10% each. But they are not as important as the first free ranking signals that we have just talked about. So that is it. They are all of the local ranking factors that you should be focusing on. That's all for this video. Thank you for watching, thank you for listening and we'll see you in the next one. Once again, thanks and goodbye. 6. Local Business Listings: Hello and welcome back. In this video we're going to talk about your Google, My Business profile and other local business listings. Local business listings will play a huge role in many different things, including local search, ranking, business reputation, collecting reviews and more. This makes it crucial that you claim and optimized local business listings that are relevant for your business. Your Google My Business profile is also one of the top ranking factors. So it is important that you do it right? So let's start with Google, My Business. To claim your free Google My Business profile. Head over to the signup page at business dot google.com slash create. As you can see, the first thing you need to do is login to your Google account. So I will do that now. And then once you're logged into your Google account, you'll be taken to this page. On this page you will need to enter your business name. You will either need to claim a business that has already been added to Google or create a completely new business, just start typing the name of your business. And Google Suggest businesses that are in their database. If it appears, click onto your business. Should your business not appear, click on the option that says creates a business with this name. So if your business name is just sta, which probably wouldn't be, then click this button to create a new business with this name. Of course, you will want to be entering your own business name and not some random matters like Guyon, It is important that you enter your exact business name and nothing else as if you add words that are not in your business name, Google may reject you. So if I keep typing STA, as you can see, we have stencil airport London, Stamford Bridge stands at airport College and taught them hotspot stadium. All of these are the exact name, as you can see, I'll do another example. I'll type in a, B, C. And as you can see once again, these are the exact names of their businesses. If your business is just called ABC and it's not up here, you can just click this button to create a new business where this name. So in this example, I will just create a business with the name abc. So I'll click this button here. And now we'll go into the next step. So just confirm this is the exact name of your business. If I missed anything else, I can add it in just here. So that makes it nice and easy for me. Then click Next. And now you want to choose the category that fits your business. So let's say you run a cafe. As you can see, if I type in cafe, there are many different types of cafe that appear. If you run an art cafe, you'd want to click on art cafe, a chocolate cafe, click on chocolate cafe. But if you don't want any of these more specific ones, you can just click on two cafe if you run a marketing agency type in marketing. And then click on marketing agency, there are many different options. So if you type in the category for your business, it is more than likely that it will appear. So type in your category and then click Next. And now you need to choose whether or not you want a location to show up on Google maps. So if you have a location that you do want customers to visit, click yes. If you work from home and you do not want customers to find your home address, click No. So this one is up to you. I'm going to click No. But if you clicked yes, you will, after this step, have to enter the address for your business. As you can see, I'll just show you quickly as an example. I'll click yes, and then I'll click Next. And then you'll need to enter the address for your business. The address that you do want customers to visit. So it could be a shop or a cafe, your office address, anything you want. By my example, I don't want customers to visit this address. So I'm going to click no, and then click next. As I have said to Google that I do not want customers to visit my address. They now think that I might be a company that operates in particular areas. So this could be things like plumbers, painters, et cetera, people that offer those services in a particular area, but don't have an actual location. So if you offer your services to a particular area, you want to select the area you offer your services to. So let's say you only work in Stafford, London, simply type in Stafford. And there you go. Strap redundant is right here. And you can also enter multiple areas. So if you offer your services to multiple different areas, you can do that here. This is also optional, so if you don't want to, you don't actually need to. So this is down to you. And then I'll click Next. And now you want to give contact details so the customers can phone you and find your website address. So you want to enter your businesses phone number and website address that you want to be public. So this must be your business phone number and your business website. If you don't have or don't need a website, just click. I don't need a website. By do recommend entering in your phone number and also Website address. You don't need to do both. You can't just do one or the other. So I'm going to enter the black boot training website address. So and then click Next. Do you want updates and recommendations for your business on Google? That's up to you. I'm gonna click No, because I don't want these emails, but if you want to be updated when Google makes any changes to the Google My Business system, you can't click yes in order to be emailed by them. And then click Next again. Finally, click finish and your Google, My Business page will be created. Now will you need to do is verify your listing to allow your Google, My Business profile to go live. Google will give you some instructions to follow, but usually they will send you a card in the post with a pin that you will need to enter on the Setup page. Once it's verified, your listing will be live. Once your listing is live, this is what your profile will look like. This is where you will manage your Google, My Business profile, the most important parts of your profile, our performance. This is where you can see the stats for how many people view your Google, My Business profile in Google, the review form, this is what you will use to receive reviews within Google, My Business. And at the bottom here you can click these different buttons to view your Google My Business profile on maps and on Google search. Some of the other important places within your Google My Business profile include the posts page. This is where you can create posts info. This is where you will fill in the info for your business insights. This gives you more information about the performance for your Google, My Business profile reviews, you know what this is, messaging, quite self-explanatory photos, products, services, website, and so on. So this is probably the most important local business page you must set up. I've a local listing sites that you should definitely sign up for include being places, Apple Maps, and also Yelp. That's all for the video. I hope you enjoyed it and I hope you learnt something new. I'll see you in the next one once again, thanks and goodbye. 7. Local Listing Must Haves: Local listing must-haves, whether it's Google, My Business, being places, or any other local listing, you need to follow these steps. You must be consistent. You must be 100% consistent across your website, local business listings and NAACP's search engines look for information that is consistent across your website, your Google, My Business profile, social media review websites and other local listings. It is key that your local info matches up everywhere. If Google see a different address for you, I'm on two different sites. It is a big red flag. Changing your business address or phone number, updates your data as soon as possible. Your business data must be consistent across the internet in order for it to positively affect SEO. Be comprehensive. Enter as much information as you can and complete own profiles. Let's look at Google, my business on the info page, you must add as much information as you can and be very comprehensive. The more information you fill in on your different local listings, the better they will perform. Keep your data updated. If any of your business information changes at all, you must update it as soon as possible. Check that your opening hours, phone number, and any other basic business information is old, up-to-date and accurate. This is all super simple to check. So why wouldn't you do it if a change needs to be made, make sure you do it on all of your business listings. Add media, give the people that are Finding Your Business Online a visual idea of what you offer and pictures and videos of your office, daily business operations, or even employees. If you are a bakery, show off your bread or the bread baking process. Company description at a detailed description of your business to all of your listings. That way people that find you can actually see what you do and who you are in your description, right, about your businesses, mission, culture, and core values. Let people know what you have to offer and why you are the best at what you do. And that's all for the video. Thank you for watching, thank you for listening. And we'll see you in the next one. Once again, thanks and goodbye. 8. Local Citations (NAPs): Hello and welcome back. In this video we're going to talk about local citations, also known as NAACP's. In any complete local SEO strategy, you have to build local citations. These are usually known as NAACP's because they display your business name, address, and phone number. And local citation is any mention of the name, address and phone number for your local business. These can be found on social platforms, apps, websites, blogs, and of course, local business directories. The reason behind them is to make it easy for users to find local businesses. Good reason to build them is because they can also improve your local search rankings. Local citations are actually one of the most difficult parts of local SEO. So make sure you give it your full attention. It is very important that the NAEP citations for your business are consistent across the web. So the information, the phone number, the address, and name of your business must be consistent across all of your citations. Your goal is to have a high volume of consistent NAP citations in order to help your local ranking. Why a local citations important? It is stated that local citations are key for all local search ranking opportunities. When determining how you rank in local results, search engines scan the web for mentions of your business name, address, phone number, and website URL. It then compares them to the data they already have. And if the data is consistent across the board, it can positively affect your local search rankings. Local citations also help customers to find your business information. So if they are inaccurate to you could lose a customer or get a negative review. That's all for the video. Thank you for watching, thank you for listening and we'll see you in the next one. Once he had thanks and goodbye. 9. NAP Citation Audit: Nap citation audit. A lot of businesses will already have some citations if you have not yet done any local SEO, these citations could be incorrect, incomplete, or just useless to see if you already have some NAP citations or to view your current ones. The best thing to do is run an audit. The best free NAP citation audit tool is the online presence checker by Mars. Or you need to do is enter your country, company name and address. And then this tool will look for the most common citation listings for your business. It will then tell you if there are any errors, duplications, inconsistencies, or incomplete listings. So here's the tool. I am going to enter another businesses information. So I'm going to enter the address and business name for the Beanstalk cafe. So we have the name be installed cafe. I will copy that and paste that in there. And then we have the street address just here. And then we'll paste this in. And then we can remove the postcode and country. But first I'll copy the postcode As we need that in this box. And then let's remove it from the other box so we can remove the postcode and country as you only need the streets and number for this box. So do that. And then once you've done click check now, and the most online presence checker will scan all of the different NAP is for your business and see if there are any inconsistencies or duplications or errors or anything like that. And here we go. So this is our results. We have 25% missing, 50% incorrect and 25% correct. And then scroll down and we can see more specific informations for each of the different listings. So we have Google Search, Google Maps, Facebook being they will have information. Some of them are missing photos and ours. But that's quite easy to fix. And some of them are missing a website URL. But then if you scroll down, you can see a lot of these do not yet have their listings at all. So you need to create a listing on each of these different websites. And then once you have done that, you also need to update the information. So for example, on being, they're missing their website URL and on foursquare they are missing photos. So this is a great tool to see which citations you already have, which ones have errors in consistencies, duplications, etc. So that is the online presence checker by most. And it's also completely free to use. So that is absolutely fantastic. That's all for this video. Thank you for watching. Thank you for listening, and we will see you in the next one. Once again, thanks and goodbye. 10. Correct NAP Errors: Correct NAP errors. Now that you know which of your citations have errors, you need to fix them. Keep your list of NAP citations that need updating and govern your businesses current information. There are some tools that will edit all of your information for you, but they are not free. If you want to use one of these tools, I recommend either the half or mas. Usually there are two types of NAP citations. Citations you can change. For example, Yelp or Google, My Business. Do you update these? You simply need to log into the account for the NAP that you need to edit. For example, if you have an outdated address on Google, My Business, update it asap. Do you have a new business phone number login to each of the profiles that need to be changed and simply update the phone number on each of them. And the second type of NAP citations are citations that were credited to you. For example, a local blogger or resource page. If you have any P citations that were given to you by a local blog or website that you cannot simply log into. You will need to email the website owner and kindly ask them to update the information. If you don't know what to say. Here is a simple email template that you can use. Hello, Name of website owner. It's Antony form, Antony's apples. I am writing this email to let you know that we have updated our business phone number. Our new number is, and then enter your phone number. I noticed that where you mentioned our business on your blog, you still have our old phone number, if you would be so kind to update it to our new number, I'd be very grateful. Kind of guards, Antony, of course, you will need to change all of the information within this email to suit your particular life situation. For example, you'd enter your name and the name of your business, and the details that you have updated and the details that are on their website currently, and so on. Hopefully you get the gist of what I'm saying. A short and sweet email like this will let them know that you have new business information and will nudge them to update it on their website. This is because it is very important that all of your citations are consistent, up-to-date and correct. That's all for this video. Thank you for watching. Thank you for listening. And I will see you in the next one. Once again, thanks and goodbye. 11. Build NAP Citations: The old NAP citations, all businesses are different, so you need to build citations based on your specific industry and geographical location. So now you have discovered any existing citations. You want to build some more. The easiest way to start is to build some citations that are the most used in your area. This list by white spark covers the best local citations in each country. So I recommend building all of the citations that are taught in your country. As you can see, there's United States, Canada, United Kingdom, Australia, Germany, Netherlands, France, Ireland, New Zealand, and so, so many more. So it is more than likely that your country is on this list. All you need to do is click onto your country, scroll down, and then sign up for the top citations in your location. Now the mountain You do is down to you. You can't do all 50, bide recommend just doing the top sorts of five to ten. And then overtime you can create profiles on more of them. Next you want to look at industry-specific citations, including tripadvisor for holidays and hotels, Edmonds for car dealerships, taxi fare finder for taxes and Ohio, and home advisor for things like plumbers and electricians. To find a complete list of citations sorted by industry. I recommend this list by bright Local.com. Your goal here is to build as many relevant citations as possible within your geographical location and specific industry. Remember, the information that you put onto the citations must all be accurate and also consistent. Over time, you have more and more citations which will hugely help your local search rankings. That's all for the video. I hope you learned something new. Thank you for watching. Thank you for listening, and I'll see you in the next one. Once again, thanks and goodbye. 12. Local On Page Optimization: Local on-page optimization. If you are a local business, you will need to have a slightly different on-page SEO strategy. This is because you will want to rank for location-based searches, there'll be a few major steps you will need to take that defer to a regular on-page SEO plan. Here are some key steps to make sure your local SEO plan runs smoothly. Give every location its own landing page. Of course, everywhere page has unique content, but you want to do the same with the locations that your business operates in. If your business operates in multiple areas or cities, and your goal is to rank for each of those locations, you must set up a landing page for every single one of them. Even if you just operate in a single location or don't have a physical location for customers to visit. You should still do this for the areas that you offer your services to. A simple structure for area based landing pages would be something like this. Your website.com forward slash location one, your website.com forward slash location to your website.com, forward slash location three. This gives each location its own landing page that it can then use to rank in search engines. If someone makes a search for your services in that particular area, you don't have to be physically based in a location that you want to appear in search results for, you just need to create a landing page for it. A good example of a business that does this well is Autotrader. They have separate landing pages for each location that cars are for sale in. Take a look at some of their webpages that they are ranking. Autotrader.com forward slash cars, forward slash Darby ranks for cars in Darby, Autotrader Dakota UK forward slash cars slash Norfolk ranks for cars in Norfolk. Autotrader dot CO2 UK forward slash cars such Essex ranks for cars in S6 and so on. You get the point for pretty much every city or location. They have location-based webpages that they are ranking for within the first page of results. All of these webpages are location-specific. And this is the way to go if you want to rank for multiple locations. Here is an example of what one of their landing pages looks like. The URL page title, heading, subheading, and content only include their keyword and the location that they are trying to rank for. This is a very good example as they're actually ranking for all of the locations that they are trying to rank for. Here are some local landing page tips. Only create one page per location. Create landing pages that are relevant and not spammy. Writes unique content for each page. Don't create landing pages for locations that you do not operate in. And last but not least, include engaging headlines and media in every landing page. Information that you must add to local landing pages, opening hours, if applicable, products and services that you offer, relevant keywords for that area. And finally, NAP info. So the name, address, and phone number for that area. That's all for this video. Thank you for watching. I hope you learn something new and we will see you in the next one. Once again, thanks and goodbye. 13. Add Local Business Schema Markup: Add schema markup to your pages. It may sound complicated, but don't worry, it's not schema markup, but doesn't necessarily help SEO, but it is a good way to attract attention in search results. There are many variations of schema markup. So you should do some research before adding it to your site. It can be confusing when you first try using schema, but it is simple. Once you know what to do. First, you need to open the structured data markup Harbor by Google from a you want to select the schema markup that you want to use. This should be easy to choose if you know what your business does. For this example, I am going to select local businesses as we are talking about local business SEO. So let's select that. And then you want to enter your webpage URL that you want to add the schema markup to. So I have found a website and I'm going to paste the URL in just here. Like so. We have a cafe called Mildred's. We are going to use an exact page within their website, which is one of the locations that they have a cafe in, which is called Soho in London. So once you have entered all of that information, you need to click the start tagging button. So let's do that now. It will now open an interactive version of your webpage, which allows you to highlight different parts of your content. You will be required to select a different set of data based on the type of structured data markup that you chose. In the first step, you simply need to use the selector to highlight the required data and put it under the correct item. As you can see, these are the different data items on the right, just here. You don't need to feel all of them in, but you want to try to fill in as many as you can so that you are comprehensive with the data that you give Google. So let's start with the name. Of course we need the name of the business. So I will select this just here where it says Mildred's, and then select it to be the name. Next we have image. This is where we need the logo. So I will select the logo and then click Image. And then the next data point is a telephone number. If we scroll down, we will see their phone number just here, and then select it as telephone. And then we have the email address. And there we go. And then we need to add the address, as you can see just here. So we will start with the street address, just air adress street address, and then the city. And then the postcode. There we go. So we have added a good amount of information here. You can keep adding information if you want to. So for example, if there is information you want to add that is not on the page, you can click, add missing tags just here. And I will add the URL. So I'll go to type, type URL, and I'll paste in the URL. Just like this. You can add more and more if you want to. All of these different data types are just here. So then I'll click Save. And then as you can see on the right to just hear the URL for this page has also now been added. So once you have added as much information as you can, you want to click create HTML, and then you want to look at the code on the right just here. And on this drop-down box up here, you want to insure it says JSON LD, so that you have the right type of structured data markup. So then copy this code. Everything you can see just here, right click it and click Copy. And then what you want to do is test this code using Google's structured data testing tool. So once you've copied this code, head over to this toll. This is the Google structured data testing tool. You can either enter a webpage URL. So that is for if you have already added structured data to your webpage and it is live on the Internet and you want to test it this way. Or you can add the code straight away after you have generated the code, before you even add it to your webpage. So that's what I'm going to do. I will paste in my code just like so. And then click this green button just here, which says run tests. So I'll click that now. And as you can see, there are 0 errors. We just have one warning, so you can ignore any warnings. These are dust recommendations, but if you haven't ever, you will of course, have to fix the era before you add it to your webpage. Now that we know there are 0 errors in this code, you want to go to the HTML file for your webpage. Here we are, here we have a webpage and what you need to do now is paste this code that we have generated into the header section for our webpage. So let's do this now. So as you can see, we have the header just here. I'll click Enter a couple of times, and then I'll make it so there was space either side of the line IMR, I'd pick tab so that we have an indentation. And then we'll right-click it and go to Paste. And here we have our structured data markup. You want to save the file we've Control S or file save as, I'll just click Control S. So now the file has been saved. And now you want to make sure that this is the file which is on your website hosting for this webpage. So go to your website hosting account and upload the file for your web page. And once your webpage is live on the internet, you can't go back to the structured data testing tool and put your webpage URL into the testing tool. And that we'll double check that everything is working properly. Remember you don't have to use the local business structured data. There are multiple options to choose from, depending on the type of website and business that you operate. If you run a WordPress website, there were multiple plug-ins that will do the bulk of this work for you. A good WordPress plugin for schema markup is schema and structured data for WP and AMP. Or there is another good plugin which is simply just called schema. And if you don't like either of those, you can use the rank math SEO plugin for WordPress, which is actually my go-to WordPress SEO Plugin. So hopefully you now know how to add local business structured data markup to your webpage. That is all for this video. Thank you for watching. Thank you for listening and I'll see you in the next one. Once again, thanks and goodbye. 14. Optimize Title Tags, Meta Descriptions, etc: Optimizing, title tags, meta descriptions, et cetera. Optimizing the content within your website is still crucial for local SEO. Here is a quick checklist to help you optimize the content within your website. Page title, meta description, URL and slug. Keyword in Introduction, Headings, keyword density, image, alt, text, outbound links, internal links, text length, original keyword, search intent, social sharing, and finally, fresh content. Just remember to use your local keywords so that you are optimizing your site for localized searches. Once you have completed your list, your content should be properly optimized. Thanks for watching, thanks for listening and we'll see you in the next one. 15. Local Link Building: Hello and welcome back. In this video, we're going to talk about local link building. When you get to the link building process for your local business website, a regular link building plan should do the trick. In fact, we have local businesses, you will actually get more link building opportunities. So it is an easier process. Links I one of the most important factors when it comes to local SEO. So having people link to your site is crucial. Here are some of the best ways to build links to a local business website. Partner with local charities. Most charities have websites. If you partner with a charity by donating regularly or by helping the charity to grow, you may earn a link on their site. Focus on local charities that are in your area. And if you think about it this way, even if you don't receive a backlink from their website, helping HRET is never bad. Creates content people want, creates high quality content that people will actually read or watch. Do keyword and competitor research to see what type of content you should make. Some content ideas could include lists. If you've run a bakery, make a list of the best vegan breads. Or maybe you run a pet store, right? A list of the best organic cat foods and post it to your blog. Talk about trends. There is a trend going on that is somewhat relevant to your business. Use it to your advantage. Writes a blog posts around it. Use it in a promotion, or maybe make a video on it. Run a contest. Everyone lives a contest, offer a prize. This could be cash or one of your products or services, and run a contest for your fans. If your content is good, people may share it on social media and link to it on their website. Use business directories. Get your sight on local business directories. Just search for business directory in your location. For example, Business Directory London. And you will get results for business directories in your area. As you can see here in this example, I have searched for Business Directory Norfolk. There are loads of different local business directories listed here. Simply do the same for your location and submit your business to each of them. Some of these will cross between local backlinks and also NAP is, so that is a bonus. And finally, sponsor local events. The majority of local events in your area will probably need a sponsor. If you sponsor an event, you are likely to receive a link on the events website. Usually this is on a page designated for sponsors, defined events in your area, just Google events in followed by your location. For example, events in London. And you will see many results for upcoming events happening in your area. You don't have to give money. You could offer your businesses, services, or products depending on what the event actually is and how you can help it. Sponsoring events will also help to build your local area as events bring more business, I hope that you now have some great ideas as to how you can build backlinks to your local business website. That is all for the video. Thank you for watching, thank you for listening. And I will see you in the next one. Once again, thanks and goodbye. 16. Customer Reviews: Hello and welcome back. In this video, we're going to talk about customer reviews. Getting reviews from your customers is one of the best ways to build your businesses. Reputation. Reviews are also one of the top local search ranking factors. So how can you capture and display more reviews? You could ask for reviews within your emails. Most businesses send many, many emails every day. So at the end of any email to a customer, simply add a link to leave a review. This should be quite simple to set up and won't take much of your time. Let's take a look at my example. This is my email signature within Gmail. As you can see, I have all of the useful information, including name and link to my website, my email address, my social media profiles, and even the brand logo. I have also added a button which says, submit to your review. This button links to my Google, My Business customer review for any email that I send will have this button within the email signature. So if anyone that sees it wants to leave a review, they simply need to click the button. I built this email signature using the free e-mail signature generated by HubSpot. And you can't do the email signature generator is very, it's easy to use and it also has many tutorials to add the signature any email clients and other method is to create a webpage dedicated to customer reviews. Dedicate a page on your website to collect and display customer reviews. You can optimize this page and it will be easy to organize with reviews and testimonials all in one page. Many people searched for a company's name, followed by the keyword, reviews, defined reviews on a company before making a purchase. You can rank for searches similar to that by creating a page on your site just for reviews. Another method is to set up a business profile on review websites. Google, My Business, Trust pilot, and FIFO, or some of the most popular review platforms that you should definitely use for your business. Having your business on these review sites and others will make it easier for people to review your business and also boost your brand recognition. When internet users search for reviews for a particular company, review sites like these will almost always appear in the results. I recommend focusing on the well-known review sites as these other ones users will click onto first, Google My Business is a must have for all local businesses, as it is Google's official platform and is trusted by customers, as well as that, I suggest trust pilot. As it is a novel review websites that is well-known around the world offer a discount in return for a review. Everyone loves a discount to get your customers to leave a review, offer them a discount on their next purchase. If they review your business, you choose the discount, keep it low. Any incentive is better than no incentive, and then watch your reviews skyrocket. This is one of the easiest ways to boost the amount of reviews that your business receives. Share your reviews on social media. Of course, you only want to do this. We have positive reviews and ratings. Sharing reviews like this will grow brand recognition and also improved brand perception. People are also more likely to leave a review if they think that you may shed their review on social media. And last but not least, ADD a review widget to your website. Sighted platforms will have easy to use widgets that you can add to your site to make it nice and easy for customers to leave a review. You want to be able to collect and display reviews within your website. The easiest way to do this would be to add a button to your website that directs a user to a review form. Another way to do this is to use a widget. You might find one you like more, but I find reviews on my website.com to be the best option for a widget that does it hold. It connects reviews, displays them on your website, and also helps you to request reviews from customers. That's all for the video. Thank you for watching. Thank you for listening, and I will see you in the next one. Once again, thanks and goodbye. 17. Embed A Google Map On Your Site: Embed a Google map on your website. Embedding a map on your website, especially on the contact page, will make it easy for customers to find your businesses location. This is crucial if you have a business like a cafe, which you need customers to visit in order to make a transaction. Google have a guide on how to embed a map onto your website. As you can see, you simply need to enter the location that you want to be highlighted. So I'll put London. And there you go, London or probe up. And the map will move to London. You will want to put the address for your business so that users can find exactly where your business location is. And then you can also have options to add a few different features as well. For example, results of a search, driving directions, Street View, or just show the map of an area. We just wanted to show the map of an area. So we're going to select London. And then click, looks good. And then in order to use the map, you will need to register for an API key, enter your API key, and then copy this code down here. Anywhere in your website, I recommend on the contact page, and it will embed this map onto your contact page, but you must register for an API key in order to use it. And that is all for the video. Thank you for watching, thank you for listening. And we will see you in the next one. Once again, thanks and goodbye. 18. Display Reviews & Testimonials: Display reviews and testimonials on your website, displaying reviews on your website to go towards improving conversions, as it will give uses confidence in your brand by showing your reputation. If you use WordPress, there are many plug-ins that you can use to display reviews within your website. Here is a good plugin for generic reviews. It's called site reviews, is simple to set up and works with many different review sites. Here is a plug-in that embeds Google reviews. It is called the Google reviews widget. However, if your site is not made with a content management system like WordPress, you can use a tutorial from W3 schools to learn how to display reviews of encode. Hopefully this information is helpful to you as it is crucial that if you are a local business, you should display reviews and testimonials on your website. That is all for this video. Thank you for watching. Thank you for listening. And I will see you in the next one. Once again, thanks and goodbye.