What’s the main difference between a national SEO campaign and a local SEO campaign?
Fundamentally, national SEO focuses on keywords that attract users without any basis in location, typically to encourage higher conversions and sales through an online store.
Local SEO agencies focus on attracting traffic from one or a few specific geographic locations. Sometimes the end goal is to attract business to an eCommerce website, but more often than not it is to get more traffic to an actual, physical location even if it uses search engines as a lead generator.
But what differentiates the providers of the best local SEO services for others? This post is a good place to start.
Local Services Focus on Optimizing Your Google My Business (GMB) Profile
One of the biggest emphases in the best local SEO services has to do with the optimizations they actually make.
Most local SEO work is based on making sure a Google My Business profile is complete and up to date. Google prefers to see GMB profiles that aren’t missing any information and which are up to date.
This doesn’t just include hours and contact information, but a basic overview of what the business offers as well as the locations it serves. This latter piece is one of the biggest components of local SEO.
The Keywords They Choose
Another big element of local SEO is the keyword strategy. There is this old myth that the qualifier “near me” is effective with location-based targeting, but the truth is that Google will look at the IP of the search in order to deliver results based on the keyword, not whether it says “near me.”
The other half of this is that keywords do matter for the location itself. That’s why local businesses should all have pages with enriched copy dedicated to the locations they serve, with qualifiers for the location or the basic region.
And, while dedicated local pages are not entirely necessary, they can significantly increase a website’s organic footprint with respect to that locality – but more on that next.
They Build Local Pages
It’s one thing if you have a contact page with your company’s address, or have it listed in the footer. At the bare minimum that will help your local SEO.
But the best local SEO services providers know that to go above and beyond you need to double down, explicitly, on the markets you serve.
This often requires the development and optimization of location specific pages, often either for local markets served, or for physical office or retail locations.
Best practice is to have at least one dedicated landing page for each retail location, along with services offered or products carried. This has the potential to significantly improve your visibility in those regions, or among those who search for keywords relevant to your services and those areas.
They Still Leverage Good Copy
Lastly, the best local SEO services providers still recognize that though there is a separate technical element to local SEO, that to offer the best services, they need to rely on good copy.
Like all sorts of SEO campaigns, and other organic marketing campaigns, including those that involve direct response like email marketing, content marketing and social media marketing, effective copy is at the heart of performance.
How to Find the Best Local SEO Services Providers?
Like a “regular” SEO provider, you can find the best local SEO services providers by looking in the organic search results. You can either look in Maps or just try the regular SERPs. Whatever listing comes up organically (ignore the ads) is doing something right because they are naturally ranking. Go with one of those local SEO companies to boost your traffic and conversion rates.
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