May 19, 2021

4 Key Understandings For A Successful Local SEO Strategy

by 97display

1- THE GUIDELINES FOR REPRESENTING A LOCAL BUSINESS ON GOOGLE

The first understanding is knowing the importance of Google My Business & understanding its guidelines for representing a local business on Google.

https://support.google.com/business/answer/3038177?hl=en

>> For a successful local business SEO strategy, having both an optimized website & GMB listing is key.

Remember, Google doesn’t want to send people to a website if they don’t have to.

So, the most critical guidelines to understand for representing a local business on Google are the ones describing eligibility for inclusion in Google My Business.

Any location must meet this requirement:

“In order to qualify for a Business Profile on Google, a business must make in-person contact with customers during its stated hours.”

In other words, if a location of a business doesn’t serve customers face-to-face during its open hours, it’s not eligible for a GMB listing and will not be able to conduct a local search marketing campaign.

Local SEO depends on in-person service, whether that’s in a store, curbside, or at customers’ location.

2- BASIC BUSINESS DATA

Be 100% certain that you have the accurate name, address, phone number, URL, hours, and other data for each location.

Inconsistencies can plague a local search marketing campaign from start to finish.

3- CLEAR IDENTIFICATION OF THE BUSINESS MODEL

The guidelines for representing a local business on Google have unique requirements and opportunities for each model.

Business models include:

Brick and mortar, that customers come to
Service Area Business (SAB), like a plumber who goes to customers
Hybrid, like a pizza restaurant which also delivers or a personal trainer who goes to clients homes & trains in a gym
Home-based
Co-located/co-branded business
Multi-practitioner business, like a real estate firm or dental practice
And more

Essentially, the business model will determine how GMB & the website will be set up.

4- A CLEAR STATEMENT OF BUSINESS GOALS

It’s typically best when the business owner can state their goals by answering the question: “What will success look like?”

Once we have the canonical business data, know the model and goals of the business, and have Google’s guidelines well in-hand, we’ll be able to formulate what you can expect on your local SEO journey.