How To Do It Yourself Local SEO?

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Web Equity - owning your digital presence

Online marketing has two goals: engage and convert. The social side of the Internet encourages engagement, the search side focuses more on user intent and ultimately conversion of that intent into a sale. The many elements of an online presence can build on each and work together for a business. The process is best done in an environment with more control rather than less.

Because of the changing nature of the Internet, a SMBs marketing investment should always reinforce and strengthen the elements over which they have the most ownership. Can a business get by without a website by using only social media? It may be possible, but it fails to recognize that a SMBs presence on other's sites can change or disappear through no fault of their own. Like any

investment, the more control the SMB has, the better it will serve the company interests. The services in the outer rings of this graphic should be used to reinforce those services of the inner rings where they can best nurture a business's marketing investment. If you think of these tools as investment, all equity should reinforce and build on the core.

Business Name, Phone #, & Domain Name A business name, a phone number and a domain that NEVER change are at the core of of an SMBs online identity. Name, phone and domain; these elements are the glue that allows for both branding, and for the value of that branding to come back to the business. Pick them well and make every effort to retain them forever. If you have had to change them over the past then you need to spend some time understanding how this information appears on the Internet. It is easy to place information on the web but not see easy to the wrong information off. All Usernames & Passwords All too frequently, SMBs neglect to manage the very keys to access the equity that they create across the Internet. Misplace them and entrance is barred. It seems self evident, yet frequently forgotten: Keep track of all your passwords in a secure manner. If using an outside service make access to the user names/pwds a key part of the service agreement. Website Provides a focal point for others to link to and is the key to conversion. Managing this central online presence allows the SMB to not only control the message, but to have meaningful metrics to able to change the content to meet the needs of the site's visitors. It also provides a platform to gather email addresses and other key pieces of information about the business's customers.
Brand Seth Godin defines a brand as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer”. In a more pragmatic sense it is the sum total of who you are, what you do, where and how you do it. It has become a core tenet of Google to favor a “brand” whether local or national in their search results. It should be set and then nurtured. Testimonials Are a time-honored way of engaging a customer in the activities of a business. Repurposing this content online on the SMB website adds credibility and provides recognition to customers. Customer Feedback The core of getting great reviews and testimonials is earning them by offering exemplary customer service and results. While most SMBs think that is what they do, they really don’t know as they don’t measure it. An integral and initial part of any review management process should be some sort of customer feedback survey. This allows the business to track satisfaction over time, improve where need be to avoid bad reviews and branch their better clients into a review management process. Seed N.A.P. N.A.P. - the acronym for Name, Address and Phone number. The whole of the local ecosystem uses these basic identifiers to keep track of the business listing and identity. Changing them, for whatever reason, risks confusing the many directories and search engines that are tracking the specific business location. It ultimately risks confusing the customer as well. At the top of the local ecosystem in the US is a small number of list management companies, InfoUSA, Localeze & Axciom, that provide baseline and enhanced data to nearly every directory, search engine, check in and social place service on the internet. Seeding the right information to these upstream data providers is critical for achieving an accurate representation of your business across the local ecosystem. Email & Email List Email is a preferred communication tool and is a proven way to stay in touch with prospects and customers. It is low cost but high touch and provides a personal way of marketing to them. This information should be meticulously backed up and preserved offline regardless of where the SMB's basic email function takes place. Claim Directory Listings The Local Ecosystem is a fragmented place. Being sure that an SMB listing is accurate at the most prominent directories allows the business to leverage the top notch SEO of the directory for additional exposure and reinforces the prominence of the SMB listing in Google. Directories Local is still a fragmented environment with new and older directory based services offering more social elements like reviews, check-ins and deals to retain and attract readers. The SMBs presence there captures some eyeballs and also reinforces your presence elsewhere on the web. Places The major search engines view the SMB Place page as search engine property, not the property of the business. Google, for example, will surface any information about the business on the Places Page that Google thinks is relevant to the searcher such (i.e. a competing business). The SMB needs to enhance this content with the understanding that the reader should be encouraged to call, come to their location or visit their website. Only then do they become the SMB's customer and not Google's reader. Citations & Links These are effectively the votes upon which the search engines decide the prominence and rank of a business. They are the key element in any long -term marketing program to increase the visibility of the business's website and blog. If a URL or phone number changes, the equity value of citations and links can be dissipated.		Blog A platform to set the record straight and establish authority is a key to proactive reputation management. A blog should be located at the same location as the domain. Building a blog on a third party platform, while easy, builds link equity for the 3rd party and not the SMB. Blog entries allow the SMB to build out relevant content to attract links, but more importantly encourages the community and the conversation to take place close to home. Blog Comments Blog readers can enhance and improve on your content. These comments can expand the depth and engagement of the blog writing. Blog commenter’s take ownership in helping convey key messages. Owner Review Responses The way in which the SMB responds to reviews, particularly negative reviews, can either build or destroy online equity. It is important for the SMB to remember that their response is for future prospects as much as it is for the current, perhaps angry, customer. Claim Social ID’s & Brand Even if a business does not have time to actively manage the many social sites, the SMB should minimally claim their brand to prevent squatting. Reviews Have both search and social elements. They are often a search -ranking factor and provide credibility for the business at an important juncture in the consumer purchase cycle. Reviews also allow existing clients to engage on behalf of the business by highlighting the business's positives, but they are persistent and outside an SMBs direct control. Check In Services A social tool that can increase visitor loyalty and provide a direct way of communicating offers and deals. Business to Business Social Web Are a great place to build business relationships and perception of expertise. But like any social site, change can lead to loss of control and loss of equity. Don't put all of your eggs in the social basket. Social Web Can be used to engage both existing and new clients, build relationships and provide exposure. It is an opportunity to instill confidence and trust. Like MySpace and AOL, these properties can change course or go away. The SMB then looses not only control, but also any equity developed. The Social Web is best used to bring clients back to the SMB site or blog. Likes, Shares, Retweets The social and search sides of the web are merging with the content and sharing sides of the web. Making it easy for your customers/followers to reshare you content at one of the many social sites is a way of amplifying your message. These social activities are impacting the visibility of your business in both search and the social environment. Events, Facebook Ads, Daily Deals / Coupons, Ad Words, Boost, Tags Can be used to highlight a business to drive engagement, traffic and conversions. They can compliment search and social efforts by exposing your short -term promotions and longer term marketing efforts to new audiences.

Ways to Adjust Adjust Your SEO Strategy After Google Local 3 Pack Shake Up

Adjust Your Local SEO Strategy - Google Local 3 Pack Shake Up

In early August, Google made some major changes to its "Local Pack" search results by opting to show three results instead of seven. Here are some ways to adjust strategy in order to stay on top of local search.

Google's decision to show fewer listings seems to be motivated by mobile. "Three-pack" search results make desktop searches mirror those on mobile with more space for map results and reviews, but less contenders for top rankings. However, search results are hyper-localized, meaning that the three-pack changes pretty often.

Plus, there's an opinion that the top 20 sites listed in the map view seems to be unaffected by the upgrade. This leaves some opportunity for businesses that don't make the top three, though some opposite cases have also been reported.


Have a Strong Presence on Local Platforms

Local searches are optimized based on the user’s location, so that users see the highest ranked businesses in their areas. The first step to gaining this local search ranking is having a strong presence in local search platforms or relevant review websites. A few of the top ones to consider include;

Google My Business: Google My Business, previously known as Google Places, used to be the first stop for anyone looking to make a dent in local search. One thing that is hugely popular on Google My Business is Google Click to Call, which generates about 30 million calls a month.

Yelp: Yelp is a popular review site that allows your customers to leave reviews of your business for everyone else to see. Not only will Yelp give you an opportunity to get great feedback from your customers, it will also allow you to set keywords for your local area.

Trip Advisor: Trip Advisor is relevant to those in the travel or hospitality industry. It allows users to review your business, upload photos and give you a rating out of five. It also gives you the ability to address any negative reviews.

The list of local search platforms is ever-expanding, and is specific your industry and what is popular with your target market. To get the best out of your local SEO campaign, you should use local search outlets as much as you use global sites like Facebook, Twitter and Pinterest. When it comes to local search, 45% of all searches are specifically goal oriented; meaning these users are ready and willing to buy.

Localize Your Information

On your website itself, and on your social media platforms, your content should be localized. The first step in doing this is ensuring your business address appears in a searchable part of the page (for example: not as an image). Your content should be locally specific as well, with the location of your business occasionally referenced in the text.

Make Sure You Go Mobile

Another thing to consider isn’t just how heavy your local presence is, but how your site looks when you get those users there. About 61% of mobile searches result in a purchase. If these highly motivated leads can’t easily navigate your site, those purchases are going to your competitors instead. As up to 25% of all internet traffic originates from a mobile device, it is imperative that your website accommodates these users.

Fully integrating local search into your campaign requires three important steps. Your site and your social media sites should include some local information. You should have a strong presence on local search platforms. Finally, you need to have a site that is easily accessible on a mobile device. Those businesses that embrace local and mobile search as part of their campaign are the ones who will manage to stay competitive in the constantly evolving digital marketplace.

Reviews Matter

Google has removed phone numbers and exact addresses from search results, but starred reviews remain. Therefore, businesses hoping to both crack the top three and see traffic from that ranking need to make sure they've got a high volume of good reviews, according to Shotland.

"Based on the current display, particularly the local finder, it does appear that ratings and reviews are much more prominent in the UI," Shotland says. "So focusing on making sure your business has a high rating with a decent amount of reviews should be a priority."

Double Down on Link-Earning

Once you break into that hyper-specialized top three, Rozek says, you're going to want to stay there. And increasing link-earning efforts is one of the best ways to stay on top of local search results.

"Even if you inhabit a smaller pond, you'll still want to become a bigger fish. So to that end, I'd suggest doubling down on your link-earning efforts," Rozek says. "Start with easy links, like joining at least one local Chamber of Commerce, joining an industry or professional organization, and maybe getting accredited by the Better Business Bureau (BBB). Of course, there's an infinite number of other good links you can get, but those are a solid start and often overlooked."

Make Sure Local Efforts Fit Into Overall Strategy

Changes like the three-pack updates are a given, and the best defense is a good offense, according to Mike Blumenthal, owner and local expert at Blumenthals. Local search efforts have to be integrated with a strong overall strategy to make an impact.

"I have long been a proponent of a mixed approach to local search that involves a strong website, a strong local presence, and strong locally-focused marketing campaign that keeps the brand prominence of your business high," Blumenthal says. "If you follow this tactic consistently, you will have the best on-going position to deal with the constant change."

For more about how to prepare your local business for the three pack upgrade, read our full Local 3-Pack SEO Guide.

Why Your Local Business Website Needs to Be Mobile-Friendly

Are you still running your local business with a website that was designed in or 2009 or Before? If so, it’s time to update your website to meet google mobile-friendly algorithm released On April 21, 2015.

What Does “mobile-friendly” Mean?

“Mobile-friendly” means that your local business website delivers an optimum user experience, no matter what device a visitor may be viewing it from. If people who visit your site from a mobile device need to zoom in or pinch their screens in order to navigate, or if the exact same version of the site that displays for desktop computers shows up on a mobile device, then your site is not optimized for mobile use.

Why Should You Care?

US smartphone penetration is up to 75% as of the end of 2014. Late last year, mobile traffic exceeded desktop traffic for the first time. And according to Nielsen, 87% of mobile users used their mobile device for shopping activities like searching for a product or service, pricing comparisons, or brick & mortar address search.

Beside Usage, read what google says

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

What Makes a Site mobile-friendly?

• It avoids use of software that doesn’t work on phones (like Flash). 
• It makes links and buttons large enough and far enough apart to be easily clicked with a finger. 
• It uses text that can be easily read without zooming. 
• It sizes content so there’s no horizontal scrolling needed and no zooming required.

How do I know if my website is mobile-friendly?

It is actually really simple to test your local business website and check whether it is mobile friendly or whether you need to upgrade it. I recommends the following tools:

Google Mobile-Friendly Test – this is dead-easy, all you need to do is input the URL of the website you would like to check, hit the blue “analyze” button and the tool will determine whether your site is mobile-friendly, or whether you need to make improvements. It will also show you a mobile site preview.

Google Search Console Mobile Usability Report – you can use this as long as you have signed up for Webmaster Tools. The report will list any errors in mobile usability that your site has (or report none as below…). Related: How to Fix Common Mobile Usability Issues

Mobile Responsive Design Testing – This is a cool tool designed by StudioPress for checking your mobile-friendliness. Put in your website URL and see how it looks across different devices.

How to Get a mobile-friendly Website?

If you’ve done the tests as above and found that your business website is not mobile-friendly, here are a few steps for getting your site up to scratch:

Create a Mobile Version of Your Current Site: While this is a simple way to bring your site into compliance, it requires you to have two separate websites. It can be difficult to update two sites, and users may get frustrated if they find less content or information available on the mobile version versus the desktop.

Use Mobile Plugins on Popular CMS Platforms: The most popular website content management systems — Wordpress, Joomla, or Drupal — all have bolt-on solutions to make your site mobile-friendly without needing two separate versions. Some include additional ways to customize the mobile experience to not only provide the content, but incorporate other features best used on mobile devices.

Use a Mobile-first Responsive Design: The solutions above are just stopgaps until you can redesign your site by deploying a mobile-first strategy using responsive web design practices.

Designing the site with a mobile-first approach requires planning about how it will be used on mobile devices — an exercise that helps prioritize what content goes on the site. It also begs the question that, if it isn’t needed on mobile, then should it be on the desktop version?

Responsive design furnishes the best possible experience at the mobile level but allows for enhancements to the site’s design and functionality as it increases in screen size.

Final Thoughts

If your Local Business Website is fully optimized for mobile devices, you will likely to see some organic ranking and visitors. If you want to optimize your business website for local maps ranking read my Local SEO Guide.

Google Local Listing 3-pack: What Does This Means for Local Businesses?

Based on relevance, distance, and prominence Google may show one or more maps results for our search query. Traditionally the local maps results composed of 7 business information which we often call 7-pack. On Thursday, August 6th, we began to notice that the traditional 7-packs that frequently showed up in the google local search results were suddenly replaced with 3-packs in the search results.

The new local 3-pack results appearing right below the AdWords and the top of the organic results as usual, which users can click to view full business details with address, phone, photos, hours, reviews, and directions, or click ‘more + search term’ for a full list of business within the local area.

Why These Update?

Google’s focus has been shifting heavily towards mobile friendly search results over the past year and I guess 3-packs update is just Google local results display format changes to fit across various device. Google's 3-packs brings desktop the same user experience as mobile users have been getting in a while.

Here is how the new local pack appears on mobile.

What has actually changed in Google local SERPs?

• Only 3 businesses instead 7.
• No business addresses and phone numbers, click to call option in mobile device.
• Google+ Links Removed.
• Business Category Added.
• Business Hours Added.
• “Google Reviews” Renamed to "reviews"
• No flyout business cards. 

You can read about all the changes from my this post.

What Does It Means for Local Businesses?

This is going to be tough for Local businesses. It mean if your business are not listed in top 3 listing, the chance is very low to get leads from google local search results. Ultimately, I think it will result in more Local businesses looking to increase visibility via Adwords. I also heard a rumor that google want to push adwords ads (I read in WebmasterWorld and Warrior Forum) by this update as they heavily promoting adwords vouchers at the same time update took place.

Why?
Do you think google just made this changes overnight without their extensive internal research? No, I don't think so, Google's data team must found something interesting like local top 3 listing might get all the CTR. That's why google knocked out 4 out of 7 from the local results, What do you think?

How to Get Listed in Google 3-Pack

Want to Be Part of the Google Local 3-Pack and Stay safe? Read This Local 3-Pack SEO Guide.
These Local SEO Guide are for businesses who want to list their business in google local 3-Pack or stick to top 3 listing. You'll find this guide strenuous but ensure your local business placement in Google’s 3-Pack.

Depending on your business, Google Page, how your website is set-up and optimized, you might not be able to implement all of these tactics, but implementing even 70% of them is enough for most local businesses to rank in the Google 3-Pack.

1. Create, verify and Optimize your Google+ Local page
2. Optimize Your Website for Your Business
3. Get Local Business Listings (Citations)
4. Get Reviews on your Google+ Local page and on 3rd party websites
5. Create and Share Local Content
6. Find Local Link Opportunities
7. Constantly Test & Optimize

Tactic #1: Create, verify and Optimize your Google+ Local Page

Google+ Local Page is your direct connection to your customers, whether they’re searching for your business through Google Search, Maps or Google+.

Google+ Local Page dominate in local search results and your competitors are already there, so we want you there too. A verified and optimized Local Page integrates your online business presence to one easy place. Follow this steps to create and optimize your Google+ Local Page:

• Create, verify or consolidate your Business listings from Google My Business.
• Select your  business category carefully, The Business Category you choose for your listing is now showing in 3-pack right below your business title.
• Use a real physical address and a local phone number, not an 800 number.
• Put as much business information as you can including images and video as required to achieve 100% completion rating.

Tactic #2: Optimize Your Website for Your Business

An optimized website helps search engines identify and rank businesses by their geographical location in relation to a search query. This is not overly difficult, but many local business owners tend to overlook it as it require a great effort. Website On Page signals has 21.0% impact in local search as per Moz research.

My On Page optimization checklist for local business will help your business rank in google 3-pack as well as increase your website organic ranking. The following optimization techniques will ensure that your website is properly optimized for Google Local 3-pack.

• Include your business NAP in prominent place.
• Give your pages geo-specific, descriptive meta tags (meta title and description) including your zip/postal code.
• Make sure you have contact information, including your NAP, in text on every page of your site.
• Embed google map and driving direction on your website.
• Add your location to your image alt text.
• Add Schema markup in your website where possible.

Tactic #3: Get Local Business Listings (Citations)

Local Business Listings are defined as mentions of your business’s name, address and phone number (aka NAP) on other webpages—even if there is no link point to your website. An example of a citation might be an online local business directory where your business is listed, but not linked to your website.

When it come to Local Map Ranking, Local Business Listings (Aka Citations) are a key component of the ranking algorithms in Google and Bing Local Search. According to Moz 2014 Local Search Ranking Factors, Citation is the 3rd biggest ranking signal and make up 15.5% of the overall ranking factors.

Citation volume and the number of other business listings referencing your business location(s) are important in google local 3-pack; however, consistency and accuracy will always take precedence over volume. Here's a list compiled by Hubspot of the 50 local business directories to submit your business

Tactic #4: Get Reviews on your Google+ Local page and on 3rd party websites

Reviews are one of the major ranking perspective in your local rankings in Google and elsewhere, and they’re one of the very important factors (It hold 9.8% weight in local search) in getting customers to choose you over your competitor.

This is truly important that your business have some positive reviews on Google+ Local page and on other popular third-party sites. When your consumer want to read reviews, they usually visit Google Maps, Yahoo Local, Yelp, CitySearch, Insider Pages, MerchantCircle, TripAdvisor, Better Business Bureau (BBB),  Foursquare, Manta, and Angie’s List.

Tactic #5: Create and Share Local Content

Create local content relevant to your business and the city you live in and share with the world via your website and social media. For example, you can write about an past local event where you participated or an upcoming event you're going to participating.

There’s endless opportunities when you use creative thinking about the events and businesses in your area of town. Just don't forget to include images, videos and link to the event site (If there's any website dedicated to that event). Want more Local Content Creation Idea, read Mike Ramsey Strategy.

Tactic #6: Find Local Link Opportunities

Moz found Link is the second important factor and has 18.3% impact in local search results. Links from local websites that point to your website impacts your sites ability to rank in 3-pack and make your website "authority" locally.

There are many ways to acquire local links like Sponsor a meetup group, Host a community event, donate to a local club or organization, from local newspaper site, etc. You can find an Interesting Local Link Building Guide from Casey Meraz Post on Moz.

Tactic #7: Constantly Test & Optimize

The previous six tactic that we have just discussed need to be constantly addressed. To dominate in Google Local 3-Pack you need to always be one step ahead of your competitors. There is always room for improvement, so don't be afraid to test and make changes. You would be surprised at how the smallest change can often result in the biggest change. What do you think?

Google Local Makeover: Local '7 Packs' Gone!

Old Google Local Search Result

7-Packs Now 3-Packs

Whether you call it Google Map Listing, Google Places Listing, Google Local Listing, Google Plus Listings, Google My Business Listings, or the Google '7 Pack', the set of seven listings that frequently appear at the top of Google local search results has changed notably in recent weeks.

It was predicted that sooner or later Google will switched to 3-pack from 7-pack layout when google first rolled out 3-pack listing for restaurants, nightlife, entertainment and hotels, back in November 2014 in the US search.

Google has been testing a new local listings format and officially launched the new format a couple of weeks ago. In the language of a Local Search Engine Optimization Expert, the 7-pack is now a 3-pack. The local pack is not just showing fewer business listings, It is also eliminates the address and phone number from individual results and redesigned to fit more with the mobile user interface.

Here is a picture of the new local pack, displaying only three results:

New Google Local Search Result

Exact Addresses Removed

Google has removed specific addresses from their local listings, instead only showing the street name. This requires a searcher to either click through to the website or the map listing in order to get the exact address.

Phone Numbers Removed

Google Searchers will no longer have easy access to the phone number of the business. They now need to click through the listing or get the number from the website. The mobile version (detailed below) doesn’t display the phone number but does have a “Call” option for each listing.

Google+ Links Removed

Google has also removed the Google+ links that we have all become familiar with. Because Google has pushed for local businesses to claim their page officially, this change is pretty interesting.

Business Category Added

The Business Category you choose for your listing is now showing in local search right below your business title. Category is critical to being considered relevant on any given search result and should be chosen carefully.

Store Hours Added

They have also added in store hours, including opening and closing times, depending on the time of day of the search.

Reviews No Longer Labelled “Google Reviews”

Gone are the labels on the reviews listing them as “Google Reviews.” Now they are simply called “reviews” with the number of reviews for each business still included.

No Flyouts

We are used to being able to scroll over local listings to see the local card for the business displayed on the right hand side. This no longer happens, to see the “Card”, you have to click through to the secondary local page.

Why The Change?

According to a Google spokesman: "We are constantly exploring the best way to bring a better search experience to our users. This update provides people with more relevant information, including photos, reviews and prices, for searches that have multiple results for a given location."

Where Clicks Go?

Unlike the previous layout, clicking the business name no longer takes you to the business' website. Instead you are redirected to an new expanded view of the local listings with the selected business' profile highlighted.

It should also be noted that while desktop results provide icon links for directions and the business' website, mobile searches provide a 'click to call' icon instead.

Mobile Google Local Search Result

How it Looks on Mobile?

Mobile also sees the complete address moved, with “Call” being the notable option here.

What Does This Mean for Local Businesses?

Well, that depends on how heavily your business relies on Google Local Listings and where you ranked before the change. If you relied heavily upon your local listings and were ranking fourth or lower, you may see fewer leads.

On the other hand, if your business ranks in the local top three listings, Google has effectively removed four of your nearest competitors and that could earn more clicks, calls, and visits for your business.

This also means that if you’re not in the top 3 listing, then you better start working on your local SEO Contest. I believe the update will now place an even higher emphasis on getting reviews and building out your citation profile.

Summary

If you are entirely relying on Google's local listings to drive traffic to your website, you're doing it wrong anyway. The businesses that are most successful with generating leads from search are those that are ranking well in local as well as organic listings. While Google's local listings used to be an option for those who ranked well, they now represent nothing more than a degraded user experience for your customers and Google's.

How to Make Your Blog as Local as Your Business

Let’s face it, local SEO’s and business owners have given up on content and settled for SEO.

Now, I’m not saying that SEO is bad or that no local business can write. But what I am saying is that the industry has prioritized the SEO/ranking value of content over the audience value of our content.

The moment SEO becomes more important than our audience, we have a marketing problem.

Let’s take off our 1,500 word minimum with 2% keyword density blinders and ask ourselves a few simple questions:

• Would I actually read this whole post? If you can’t read the whole article there’s no chance your audience will.
• Would I send a new potential customer a link to my blog? If not, then potential customers visiting your website probably shouldn’t see it either.
• Do my blog posts receive engagement: comments or shares? I’m not talking about fake Gucci handbag comments, but instead, real comments or Facebook shares.

While this is a tough standard, if we don’t have something to aim for what is the point? As a local business or a online marketer working with local SMB’s, the goal for content should be to engage with your audience. Often times, the easiest way to do this is to be local. If your audience is local and you want to gain content traction, be local.

Step 1: Reallocate Your Time

Typically, we allocate the following percentages of time for our blog:

• 5% of our time preparing
• 90% of our time writing
• 5% of our time promoting

For your local blog to perform well, I am suggesting a reallocation of time:

• 20% preparation
• 50% writing
• 30% promotion

If an article was written, but no one reads it was it really written?

Frankly, we often mistakenly think search engines will find our content and then our audience will. This is backwards thinking. Instead, we need to identify the interests of our local audience, craft an exceptional piece of content, and promote the heck out of it.

Step 2. Take a Tour of the Neighborhood

What makes the city or county you do business in unique? What local things or attractions exist that someone from out of town wouldn’t know about?

Tweet this: The goal isn’t to be everybody’s cup of tea, the goal is to be your local audience’s.

Take a tour of the neighborhood and ask yourself, what does my audience care about? What would they share?

The content goal for a local business should be for your business to be the first thing people in your area associate with the service or product you provide.

Think of content as an awareness factor. What is the best way to make my local audience aware of my service or product? The answer: relevance.

We have found that with simply $20 you can promote your content to your local audience and drive hundreds of relevant visits to your website for less than $0.50 cents a click. Outside of relevant, localized content, there are few avenues to drive such traffic.

Tweet this: Set Up remarketing to market to the new audience you are attracting.

Step 3. Choosing and Promoting Your Content

We have taken a tour of the neighborhood and now have a pretty good idea of what makes our area unique. Next, we must decide how often to write and on what.

If we are going to add a little local flavor to our blog it’s important to understand what makes our audience tick. We often simply just write about what we do, but that is rarely the best way to engage with your audience.

The other option we often take is writing for thought leadership. While also fine, most local businesses will not increase sales by writing a post on how they have created a revolutionary new way to repair your fridge.

The core reason why these two approaches and many others fail, is because they are not relevant to your audience and cannot be easily promoted via interest targeting.

A general rule of thumb is that quantity is not as important as quality. Do not try to produce more content than you can produce well.

We want to impact our audience and thus influence our local rankings…not the other way around.

When selecting a topic to write on, back your way into it. Our favorite tool for content promotion and amplification is Facebook ads. So often, we choose our topics based on what interests us instead of what interests our audience. Let’s choose what to write based on who and what we can target.

So, before your write that next post head over to the “boost post” option from a previous post, and look at your audience options.

Ask yourself, what targeting options are available and how can I make sure that my topic fits with my targeting?

Once you have chosen your topic, finding a title worthy of promotion of tough. Luckily, the team over at Portent have created an awesome tool to help you with choosing that next title. Check it out!

If you are having a tough time getting the local juices flowing here are some potential topics:

• 5 Places in ___ that you never knew existed
• Highest rated taco joints in ____
• 10 ways you can tell you’re from ___

What do these topics have to do with your local business to consumer service business? Everything. Your local audience doesn’t care about your post on: “How to Do something in 5 Easy Steps.”

Instead, they care, share, and read about content that is relevant to them. Do you think they will call the plumber or hvac contractors who made them laugh or wrote something engaging about their area? Or do you think they will call the hvac contractors or plumber who they never heard of because their content wasn’t relevant enough to earn a click?

Be ruthless. Make your blog as local and relevant to your audience as possible. If a piece of content cannot be promoted to your local audience don’t write it. If you can’t think of five of your customers that would read it all the way through or share it, don’t write it.

Take a stand for the power of exceptional local content and make your blog as local as your business.