Learn Local SEO Strategy With This Local SEO Checklist
As a law firm owner, you understand how meaningful it is to get leads to cases. And if you’re not using a proven local SEO guide, you’re missing out on a huge opportunity.
In this guide, we’ll show how to do local SEO so you can start getting more calls and form fills with the best local SEO checklist strategy.
Local SEO Guide Section 1: Local SEO Ranking Factors
Map Pack Ranking Signals
- Google Business Listing
- Inbound link signals
- On-site location pages
- Local citation data
- Local searcher behavior
Why are local SEO ranking factors important?
How can I improve my local SEO? As a local business, it is important to rank well in local search results to get found by potential customers. The more significant the page visibility increases, the more likely people will see and use your business.
Each of the top local ranking factors is important and can help improve webpage visibility. This is what matters for local SEO. Focusing on these factors can improve your chances to promoting trustworthy and authoritative map-pack ranking signals.
What Are Local SEO Ranking Factors?
If you want your business to appear in local search results, you must ensure a robust local SEO strategy. That means optimizing your website for the specific ranking factors used by Google to determine which websites should appear in local search results.
The most crucial local SEO tips for ranking factors include having a complete and 100% accurate Google My Business listing, good reviews, and relevant on-site content. Optimizing your website for these factors can improve your chances of ranking higher in local search results.
Map Pack Ranking Signals
Map pack ranking signals are signals that Google uses to determine which websites should show up in the map pack, which is the section of Google Maps that shows up when someone performs a local search.
Google Business Listing
The most paramount Google local SEO ranking factor is your Google My Business listing. Your Google My Business listing shows up when someone searches for your business on Google Maps or in the local results section of Google search.
Inbound link signals
Inbound link signals are signals that Google uses to determine which websites are relevant and authoritative. Improve chances of ranking higher in local search results, by getting high-quality inbound links from relevant hyper-local websites.
Mobile friendliness is another important mobile ranking factor. Mobile friendliness is the way your website looks and functions on mobile devices.
The number of reviews, the star rating, and the studies’ quality is all important factors that Google considers when determining which websites should appear in local search results.
On-site location pages
On-site location pages are pages on your website that are specifically designed for a particular location. You also must ensure your on-site location pages are optimized for the keywords people search for.
Local citation data
LocalBusiness schema citation data includes your business name, address, phone number, and website URL.
Local searcher behavior
Local searcher behavior is how people search for businesses in their local area.
Some things that Google considers when determining local searcher behavior include the location, the search time, and the type of device being used.
Local SEO Guide Section 2: NAP Citation Data
Business Contact Information
- Business name
- Phone number
- Website domain or web page contact
- Hours of operation
- Customer support contact
Why is NAP citation data important?
If you want your location page to appear in local search results, it is important to ensure that your NAP (name, address, phone number) citation data is accurate and up-to-date. Inconsistent or inaccurate NAP citation data can result in your business being listed incorrectly in directories, which can lead to potential customers being unable to find your company’s contact information.
What Is Business Contact Information?
NAP citation data is important because it helps your business to be found by potential customers. It also allows you to improve your search engine ranking for keywords related to your business. NAP citation data can also help you to build brand awareness and trust with potential customers.
What are the benefits of NAP citation data?
- improve your search engine ranking
- Build brand awareness and trust
- Generate leads and sales
- Improve your local SEO
- Reach new customers
- Grow your business
- Gain trust signals
What are the best practices for NAP citation data?
- NAP citation data is accurate
- Consistent across all platforms
- Get citations from reputable sources
- Vertical directories & niche listings sites
- Monitor NAP citation data regularly
What are the common mistakes people make with NAP citation data?
- Not verifying the accuracy of their NAP
- Not updating data regularly
- Using outdated inaccurate citation data
- Low-quality directories and listings
What are the top directories and listings sites for NAP citation data?
- Google My Business
- Bing Places for Business
- Yellow Pages
These are just a few of the many directories and listings sites that accept NAP citation data. Be sure to submit your NAP citation data to as many of these sites as possible to improve your chances of being found by potential customers.
The domain name of your website, or the web page where potential customers can find your contact information, is important for two reasons. First, it helps people to find your location contact page more easily when the website link is near the NAP citation data. Second, it can help long-tail keywords related to your business location.
Local SEO Guide Section 3: City & Neighborhood Pages
- What you do
- How you do it
- How you can help customers
- What makes you different
- What’s the price
- How to contact you to do business
Why are location city pages important?
Location city pages are important for several reasons. First, they help potential customers find your business when searching for a product or service you offer in their area. Secondly, these pages allow you to tell potential customers what makes your business unique and why they should choose to do business with you.
What Are Location Pages?
A location page is a page on your website specifically designed for a particular city, neighborhood, or region. It should include information about your business, such as your address, phone number, and opening hours.
If you have multiple locations, you should create a separate location page for each one. This will help you target different areas and keywords and make it easier for customers to find the information they are looking for.
What is a good location page?
A good location page should include your business name, address, and phone number. It should also contain content relevant to the local area, such as articles, blog posts, photos, and videos.
Creating a location page is an excellent way to target potential customers in a specific area. It can also help you to rank higher in local search results.
Tell customers what you do
Location pages should include information about your business, such as what you do, how you can help customers, and how to contact you.
What’s the price
If you have a physical storefront, customers will want to know the price of your products or services before they visit. However, if you do not list prices on your website, they may go to a competitor’s site that does.
To avoid this, you should include pricing information on your location pages. You can either list the price of each product or service or provide a range that customers can expect to pay.
What makes you different?
When creating location pages, it is essential to set your business apart from the competition.
For example, if you have multiple locations, you can highlight the unique features of each one. Or, if you offer special services, such as 24/7 installation or repairs, you can mention this on your location pages.
How to contact you
Finally, your location pages should include information about how customers can contact you to do business. This can include your phone number, email address, or a form that customers can fill out to request more information.
How you can help customers
In addition to providing information about your business, location pages can also be used to help customers find directions to your businesses.
You can also include special offers and coupons on your location pages to encourage customers to visit your businesses.
Local SEO Guide Section 4: Niche Keyword Research
- Competitive long-tail keyword gap analysis
- Long-tail keyword semantics
- How to find long-tail keywords
- How to use long-tail keywords
- Voice search
- Long-tail anchor text
Why is keyword research for local SEO important?
Long-tail keywords are important for local SEO keyword research because they are more specific and targeted than general keywords. Long-tail keywords are less competitive and more likely to convert leads to sales. Using long-tail keywords includes improved website ranking, increased traffic, and higher conversion rates.
What Are Long-tail Keywords?
Long-tail keywords are more distinctive and usually longer than standard broad or category terms. They are less competitive and can be a great way to rank your website on search engine results pages (SERPs) for low-competition phrases.
Local SEO keyword research
There are a few different ways to find long-tail keywords.
The first way is to use a keyword research tool like Google Keyword Planner or SEMrush. These tools will allow you to enter a seed keyword and see a list of related keywords.
Another way to find long-tail keywords is to use Google Suggest. To do this, start typing a seed keyword into the Google search bar and see what suggestions Google provides.
Finally, you can also use your website analytics to see which keywords are driving traffic to your site.
How to use long-tail terms?
Once you have a list of long-tail keywords, you can use a tool like Google Search Console to see how well your site is currently performing for those terms, then start using them in your content.
The best way to do this is to use them throughout your content, including in the title, meta description, headings, and body. You can also use them in your website’s URL and alt tags for images.
Voice search for local SEO?
Voice search is a type of keyword that is becoming increasingly popular as people use Siri, Alexa, and other voice-activated assistants.
When someone uses voice search, they typically look for something specific, such as “What is the best Italian restaurant in town?” or “Where can I find a good electrician?”. This makes voice search keywords an excellent way to target long-tail keywords.
Long-tail anchor text
Long-tail anchor text is when you use a long-tail keyword as the anchor text for a link. For example, if you were to write an article about “how to find long-tail keywords,” you could use the following as your anchor text: “If you want to learn how to find long-tail keywords, this is the article for you.”
By using long-tail anchor text from local SEO keyword research, you are telling Google what your article is about and therefore improve your chances of ranking for that keyword.
Local SEO Guide Section 5: On-page Optimization & Content
- Meta data and content structure
- Content headings and images
- Rich media images and videos
- LocalBusiness schema
- City-specific entity mentions
- Outbound links related to locations
Why is on-page optimization and content important?
Location-specific content is one of the most important elements of on-page optimization. On-page local SEO includes your metadata (title tags, meta descriptions, and more) and your content structure (headings, subheadings, content sections, and passage links). It’s also important to use rich media like images and videos to help convey your message. Don’t forget that the LocalBusiness schema helps search engines understand the relationship between your website and specific locations.
What Is Location-specific Content?
One of the most important factors in local SEO is creating content that is specific to the location of your business. This could include blog posts about local events, city guides, or even just mentions of the city or region in which you are located.
Location-specific content is necessary because it helps search engines understand the relationship between your website and specific locations. For example, if you have a website about New York City, you would want to include content about the city and neighborhoods. This helps search engines understand that your website is relevant to people searching for information about NYC.
What about meta data and content structure?
In order for your content to be effective, it is important to have a well-structured website with correctly formatted meta data. This includes using the correct tags for titles and headings, as well as specifying the location of your business in the meta data.
Content headings and images
The content on your website should be engaging and relevant to your target audience. In addition, it is helpful to use relevant images and videos for your location. A well-thought-out content plan will help improve your website’s visibility in search results.
Rich media images and videos
Another way to improve the visibility of your website is to use rich media such as images and videos. These can be used to showcase your products or services and provide information about your business.
One way to improve your website’s ranking in search results is to use the LocalBusiness schema. Structured markup for local businesses is a code you can add to your website, which will help improve its visibility.
City-specific entity mentions
Another way to improve your website’s ranking is to mention specific cities or regions in your content. This could be done in blog posts, articles, or even in your website’s metadata.
Outbound links related to locations
Finally, it is imperative to include outbound links to other websites related to your location. These could be websites of local businesses, chambers of commerce, or even tourist boards. Including these links makes your website relevant to the location in which it is based.
Local SEO Guide Section 6: Google Business Listings & Search Engine Maps
Google My Business
- Consistency with NAP citations and Google
- GMB audits
- Google Business Profile
- Categories, services, and products
- Google Business Listing optimization
- Publish lead generation content
Why is Google business listings and search engine maps important?
To improve your chances of appearing in the map pack, one of the most important is optimizing your Google My Business (GMB) listing. Google My Business is a tool that allows businesses to manage their online presence across Google’s various platforms, including Maps and Search. Optimizing your GMB listing can help you appear in the map pack, improve your click-through rate (CTR) from SERPs, and boost your overall visibility and ranking.
What Is Google My Business?
Google My Business (GMB) is a free tool that allows businesses to manage their online presence across Google’s platforms, including Maps and Search. Creating and verifying your GMB listing is the first step to getting your business on Google Maps and improving your visibility in local search results.
What are some tips for optimizing my GMB listing?
There are a few key things you can do to optimize your GMB listing:
- Use a consistent NAP
- Claim and verify your listing
- Optimize categories, services, and products
- Publish lead generation content
- Encourage reviews
What is NAP?
NAP stands for name, address, and phone number. Having a consistent NAP across all your online listings is essential, as this helps Google verify your business and improve your chances of appearing in local search results.
What are GMB audits?
GMB audits help you identify and fix any errors in your GMB listing, such as incorrect NAP information or duplicate listings. Audits can also help you optimize your listing for better visibility in local search results.
What are Google Business Listing categories?
Google Business Listing categories help users find your business when searching for specific products or services. Choosing the right categories is important, as this can help you appear in relevant search results and improve potential customer engagement.
What are some benefits of optimizing my GMB listing?
Benefits of optimizing your GMB listing:
- Improve visibility in local search results
- Increase overall ranking and visibility
- Attract more customers and leads
- Drive more traffic to your website
Boost your click-through rate from SERPs
What is the click-through rate (CTR)?
The Click-through rate (CTR) is the percentage of people who click on your listing after seeing it in the search results. A higher CTR can help improve your visibility and ranking in local search results.
Local SEO Guide Section 7: Citation Ecosystem
- Primary business data distribution
- Accelerate data across the Internet
- Top-tier business directory citations
- Voice search
- Industry verticals & niche listings
Why is the citation ecosystem important?
The citation ecosystem is important for two primary reasons. First, it helps to ensure that your business information is accurate and consistent across the web. Citation data aggregation is essential for both search engines and customers alike. Second, the citation ecosystem can help to improve your local SEO efforts by making it easier for search engines to find and index your business listings.
What Is Data Aggregation?
Data aggregation is the process of collecting and combining data from multiple sources into a single, centralized location. Data aggregation can be done manually, but it is often accomplished through automated systems because it’s tedious.
Data aggregators collect data from various sources, including online directories, social media sites, review websites, and business websites. This data is then compiled into a single database, which can be used by web developers to create accurate and up-to-date business listings.
What is a primary business data distributor?
A primary business data distributor is a company that collects and distributes business information to third-party websites. The three largest primary business data distributors in the United States are Data Axel, Acxiom, Neustar-Localeze, and Foursquare. These companies collect data from various sources, including business websites, social media sites, and review websites. This data is then compiled into a single database and made available to third-party websites.
What is an accelerator?
An accelerator is a local business data distribution beneath the leading data aggregators in the citation ecosystem. That helps to distribute data across the internet. Data aggregators and primary business data distributors often use accelerators to speed up the data collection and distribution process.
What is a top-tier business directory citation?
A top-tier business directory citation is a listing on a high-quality site, such as Yelp, Angie’s List, or the Better Business Bureau. Customers often use these directory sites to find local businesses and can also help improve your local SEO efforts.
What is voice search?
Voice search is a technology that allows users to search for information by speaking into a microphone. Voice search is often used with mobile devices like smartphones and tablets.
What is GPS?
GPS stands for Global Positioning System. GPS is a technology that allows users to identify their location in the world. GPS is often used with mobile devices, such as smartphones and tablets, to find products and services locally.
What are industry verticals?
Industry vertical directories cater to a specific industry or niche market. Many industry verticals exist, such as business listings for law firms, auto dealerships, restaurants, and hotels.
What are niche listings?
Niche listings are online directories focusing on a specific industry or niche market. Customers often use niche listings to find local businesses catering to their needs.
Local SEO Guide Section 8: Industry & Niche Directories
- Trust and authority signals
- Relevant organic traffic
- Category-specific backlinks
- Audience interest
- High-quality niche content
Why are industry and niche directories important?
Why are industry and niche directories important?Including your business in an online directory is one of the oldest and most effective ways to increase traffic to websites and improve click-through-rate and conversion rate. Industry and niche directories are specialized versions of online directories that focus on businesses within specific industries or niches.
What Are Vertical Submissions?
Local SEO Guide Section 9: Local SEO structured markup
Why is LocalBusiness schema important?
Local SEO Guide Section 10: Link Building For Local Businesses
- Trust & authority signals
- Brand Recognition
- Category-specific backlinks
- Geographic consumer targeting
- Community events & sponsorships
Why is local link building important?
What Are Hyper-local Links?
The importance of local link building for businesses cannot be understated. The benefits of local link building include improved search engine rankings, increased web traffic, and improved brand recognition and authority. By taking the time to build high-quality links from relevant, local sources, you can give your business a significant boost in search engine rankings. And as a result, you’ll enjoy increased web traffic, leads, and sales.
What are some tips for local link-building?
- Add your business to GMB
- Optimize your website for local search
- Local events and sponsorships
- Build relationships with local businesses
- Get involved with local charities
- Promote special offers and discounts