Whether you manage a small or large company, you’ll need a variety of local SEO deliverables. Here’s what you can anticipate from your marketing firm. We consider some of the KPI’s you may want to set and some of the most basic strategies you should expect from any professional Local SEO agency.
Effective local SEO (location-based SEO) can have a significant impact on your digital marketing success, comparable to any other core marketing.
The importance of controlling your local online area for a single location or many company locations cannot be over-emphasised.
The same may be true for businesses that operate and serve customers in certain geographic locations that are critical to their income and profitability.
There are several misconceptions about local SEO, such as that it is only for small firms or that it limits total internet presence.
When considering outsourcing your local SEO, it’s critical to make sure your expectations of an agency and the deliverables you receive align with your local SEO goals.
We’re hoping this article may be of use.
The Basics of Local SEO Agencies
Any established and effective search marketing business will offer the fundamentals required of specialists in their sector, whether it’s local SEO deliverables or enterprise-level SEO services.
This would typically include the following:
- A defined set of goals that are specific to your short, medium, and long-term needs.
- An action plan that reaffirms the priorities and the dates of significant milestones.
- Data access and the development of a wider data ecosystem for insights and action.
- Communication, reporting, and reinforcing what is being delivered for your investment in agreed-upon and consistent methods.
- Continuous improvement based on the use of expertise and evidence-based decision-making.
- Direct contact with important personnel who will assist you in achieving your local SEO objectives.
- Continuous support and feedback that is simple and relevant to enable agility and pivoting of strategy to capitalise on new opportunities and respond to changing threats.
- Customer service that is proactive and successful, allowing for joint working or full outsourcing, depending on the needs of the client.
- Other priorities, such as those specific to your business and areas of enhanced perceived value to your existing requirements, might be added to the above agency fundamental expectations when applicable.
As a suggestion, one thing to avoid in your expectations is focusing on a small number of highly specific and localised SEO keywords. These are the five or ten you’ll be checking on your phone every week, cursing the competitor who ranks first.
While you may have some keywords that are more commercially relevant than others, do not limit your attention (or the focus of any agency you choose to work with) to just a few terms. Think about the end aim of these terms and what you want to accomplish with local SEO success.
There could be thousands of relevant and effective search queries in your data, as well as numerous new and unique ones being discovered every day. You don’t want to lose sight of them and their potential value by focusing solely on a handful.
Consider the topic rather than the phrase if moving away from single keyword goals is easier. This is considerably more beneficial for determining local SEO gains.
CGain provides all the data you need on your business local SEO visibility in order for us, and you, to make informed decisions. For every Local SEO Project, we set up a customised Dashboard showing LIVE data from Google. This lets you know exactly what queries your local audience is searching for, and your average ranking position.
Technically superior performance
Regardless of your local SEO goals and objectives, every local SEO strategy should include the health, user experience, and overall technical capability of the website.
Traditionally, local SEO would concentrate on subjects such as:
- Content with broken links.
- Metadata that is duplicated, missing, or not optimised.
- Slow loading pages.
- Core content crawling and indexing.
- Content that is duplicated.
- Soft 404s, redirects, and thin content pages
- Incorporate a practical emphasis on:
- Core Web Vitals that are part of the user experience.
You could also wish to consider broader products that have historically been connected with larger companies and brands.
This could involve offering easy access to content via the site layout, as well as digital simplification to allow users to reach their endpoint as quickly and conveniently as feasible (including broader conversation rate optimisation principles).
Content based on evidence
With the goal of dominating local SEO, it’s not enough to provide expert industry advice and localised content on a website.
Any competitive local SEO effort should ideally be fed by data-driven (evidence-based) material of considerably greater quality and volume than you may expect for a local SEO campaign.
You can either create content in-house or hire a marketing agency to do it for you. However, regardless of the method used to produce the final product, the integration of data, local SEO professionals, and the use of your unique market knowledge is critical.
This integrated approach will provide you with a competitive edge by allowing you to continuously produce best-of-class content with actual standalone value both within the local speciality and for larger brand and authority building.
You should expect an agency to drive the local SEO content strategy and methodology, making continuing recommendations based on all accessible and relevant data sets to justify the content’s importance, focus, purpose, and long-term impact.
You’d think that material would be generated to capitalise on the value and metric success of existing content on your site.
You’d also anticipate a continual focus on new chances to create and execute new content that reflects fresh data sets and changing needs of your target audience.
You should cover a range of user intent, focus on the actual value offered, and look throughout the spectrum of the information seeking and buying cycle, as with any comprehensive content strategy led by SEO.
While this would be weighted toward local SEO, the impact would not be limited.
Relevant topic areas that are relevant to the business will likely appeal to a broader audience and provide opportunities to increase site trust, backlinks, and perceived importance beyond the local population.
Local Authority and Trust-Building
Building local authority is a cornerstone of local SEO and a must for obtaining traction in your online area.
There are several common threads in this, including:
PR and local media outlets used to develop a local brand.
Local and regional directory sites that are related to the business organisation.
In community and business forums, mentions and links to the brand, company, and key personnel.
Local events are supported, and expertise is shared (and often resource, charity support, etc.).
Promotion and placement of content (both local and relevant company products and services material).
The deeper expertise, authority, and wider trust signal advantages are not included in the citation and link portion of authority building.
This involves, among other things, the management, optimization, and continued growth of reviews and engagement through Google Business Profiles (previously Google My Business), which is available for every business location.
This includes (but is not limited to) search and maps optimisation, profile completion, content marketing, and responding to audience questions.
The more proactive you are about generating positive reviews as part of your combined business and agency emphasis (including targeted location-specific reviews), the faster your perceived online authority and local SEO results will improve.
This should be done via Google Business Profiles, Bing Places, and other well-known and reliable third-party review sites.
Social Media And Content
You and your agency should consider how you and your agency can help your website and brand become deeply ingrained in the community.
For some sites and companies, this could mean a large number of local communities spread across several geographically scattered regions, while for others, it could be a single place and a few miles around it.
The potential to improve your website’s community emphasis through audience-aware content hubs, free community resources and tools, and ideally local user-generated material is beneficial in either case.
By having a genuine grasp of their wants, requirements, and pain points, this will automatically flow into social media involvement, engagement, and marketing, as well as social listening and audience building.
And, more crucially, how your people/experts/staff, brand, and products/services can make a positive difference in their lives.
The Expert Opinion
We reached out to Mark Slorance, Glasgow’s Leading SEO, and he said this…
“Content is King and always will be: The beauty of SEO is that, rather than forcing a marketing message on people who aren’t interested, you can reverse-engineer the process to ascertain precisely what people are looking for, develop the appropriate content for it, and appear in front of them at precisely the moment they are seeking. By generating and distributing exceptional content that educates, informs, inspires, and entertains, marketers can begin building relationships with prospects early in the purchase cycle…. content is king.”
Businesses will have a variety of unique criteria for local SEO and the deliverables that an agency should provide. Be clear on yours.
If you are unsure about what your Local SEO Agency is doing for you, call us for a free and confidential consultation. They may be doing a great job, but they may be just taking your money for nothing!