how to do local seo complete a z tutorial with timestamps YoutubeScribe.com

[0:00] Fact:
[0:00] 46% of all Google searches are local, yet
56% of local retailers haven' t even claimed
[0:07] their Google My Business listing.
[0:09] If you' re not gaining visibility and customers
from local search, then you and I, we are
[0:13] gonna solve that problem right now with
a jam-packed local SEO tutorial.
[0:18] Stay tuned.
[0:19] [music]
[0:22] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:27] your competitors and dominate your niche.
[0:28] So, I've got quite a complete tutorial for
you on how to do local SEO, so even if you're
[0:33] just starting out, this video should simplify
the process for you quite nicely and help you
[0:38] gain visibility in local search.
[0:40] Let's dive right in.
[0:41] So first, what is local SEO?
[0:44] It's the process of optimizing your online
presence to attract more business from relevant
[0:49] local searches.
[0:50] For example, if I type in best Mexican restaurant
Toronto, you'll see that the top of the search
[0:54] results are dominated by a box of local listings
on Google Maps, which is called the "Snack Pack".
[0:59] And below that are your typical organic search
results.
[1:02] It's super important that you can gain position
in the "Snack Pack" because they generate
[1:06] 33% of clicks on the search results page.
[1:08] But it's equally important to rank in the
organic search results since they attract
[1:12] 40% of clicks.
[1:14] So bottom line?
[1:15] It pays to rank in both spots, which is where
local SEO comes in.
[1:19] Now, Google has an estimated 87% market share,
in the US, which means that most people are
[1:24] using Google to search for local businesses.
[1:27] So in this tutorial, we'll be focusing on
local SEO in Google only.
[1:31] Now, let's get on the same page and draw out
an example scenario.
[1:34] Let's say that I'm opening up a new coffee
shop in downtown Toronto for cool, hard-working
[1:38] people like SEOs and entrepreneurs.
[1:41] We'll be open 24/7 because our target audience
tends to work around the clock.
[1:45] And of course, there will be fiber internet
because there's nothing more frustrating than
[1:49] slow public WiFi.
[1:50] To differentiate ourselves from other coffee
shops and build some nice recurring revenue,
[1:55] we'll be offering virtual office services
for a set monthly fee, which includes bottomless
[2:00] coffee, your own private cubicle, and incoming
mail service.
[2:04] I've invested in this concept, I've dropped
a lot of coin, but no one knows about my business
[2:08] because they're finding other coffee shops
like this in Google search.
[2:12] Alright, so we're going to start with step
zero, and it's something all local businesses
[2:16] need to do.
[2:17] And that's to ensure your website is optimized
for mobile.
[2:20] According to Bright Local's study, 61% of
mobile users are more likely to contact a
[2:25] local business if they have a mobile site.
[2:28] You can use Google's Mobile-Friendly Test
tool.
[2:30] Just enter in your domain or URL and shortly
after, Google will tell you whether your page
[2:34] is mobile friendly, or if it's not.
[2:36] On to step one, and that's to claim and optimize
your Google my business listing.
[2:41] This is arguably the most important part of
local SEO.
[2:44] And it's actually quite easy to do.
[2:46] Just go to google.com/business, sign into
your Google account, and the first thing you'll
[2:51] need to do is enter in your NAP, which stands
for name, address, and phone number.
[2:56] If you have a business with multiple locations
or you purchased a franchise, then you can
[3:00] start typing in the business name, and you'll
see a list of businesses that are already
[3:03] registered in Google's database.
[3:06] My coffee shop is called High Speed Coffee,
so that's all I'll write and click next.
[3:11] It's important to note that your business
name is not meant for keyword stuffing.
[3:14] So I wouldn't write something like "Coffee
Shop Downtown Toronto 24/7 - High Speed Coffee".
[3:20] It's not going to help you rank, so don't
bother.
[3:23] Next, we'll enter in our address.
[3:25] Now, since we' re a coffee shop, we'll obviously
have a physical location, but if you're an
[3:30] independent service provider like a photographer
or a work-from-home consultant then your typical
[3:35] client meetings might happen in their office,
or in a coffee shop like High Speed Coffee.
[3:40] If that's the case, then you can enter in
your home address, select the "I deliver goods
[3:45] and services to my customers," then choose
to hide your address since it's not a store.
[3:50] Now, when your business shows up in Google
search, it'll just show the city and province/state
[3:55] where you work from.
[3:56] Since that doesn't apply to our business,
let's move on to the next step, which is to
[4:00] pin the marker on the map.
[4:02] Google's pretty good with this, but you'll
want to examine the map and make sure it's
[4:05] in the exact position where your store is
located.
[4:08] Just drag and drop it and click next when you're
done.
[4:11] As Google recommends, don't add multiple
categories to list all of your products and
[4:16] services.
[4:17] Instead, you should focus on this statement:
[4:19] "My business is a blank."
[4:21] Rather than "My business has blank."
[4:23] So in the case of High Speed Coffee, our business
is a coffee shop, even though it has virtual
[4:29] office space.
[4:30] Just start typing in a description and select
the most appropriate one from the drop-down.
[4:35] Let's go to the next step, which is to enter
in your phone number and website, which is
[4:39] pretty straightforward.
[4:40] This step is optional, but I recommend including
both.
[4:44] Now, we'll need to finish off the process
and verify the website, which can be done
[4:47] by phone or mail.
[4:49] You just need to follow the instructions
from Google and your My Business listing should
[4:52] be active in no time.
[4:54] Before you continue, you should add a few
more optimizations to your listing.
[4:58] You can click on the info menu in the sidebar.
[5:00] Then you can click on the pen icon to edit
different parts of your listing.
[5:04] So you can add more relevant categories, for example.
[5:07] Other things you should do is to set your
hours of operation, add specific URLs to important
[5:12] pages, add a description of your business,
and photos of your actual location.
[5:16] Now that we have the foundation set up for
local SEO, let's move onto step 2, which is
[5:21] to do some keyword research.
[5:22] There are some obvious terms you'd want to
rank for like "coffee shop near me", "high speed
[5:27] coffee", "what time does high speed coffee open
or close", and "high speed coffee phone number".
[5:32] With these kinds of local search queries,
Google pulls the information from the Google My
[5:35] Business listing.
[5:36] For example, if I type in "what time does Starbucks
close", Google will pull up the Starbucks in
[5:41] my vicinity and show the hours of operations for all locations on the map.
[5:45] And if I specify a location or use a single
location business, then you'll see a quick answer
[5:50] box like this, which is pulled directly
from Google My Business.
[5:54] So rather than going deeper into the "Snack
Pack," or Google Maps listings we'll be talking about
[5:58] keyword research for the organic search
results.
[6:01] First, we need to brainstorm your SiLs, which
stands for "service in locations".
[6:05] As a coffee shop, I'd want to rank for queries
like these:
[6:08] "Coffee shops in Toronto"
[6:10] "24/7 coffee shops in Toronto"
[6:12] "24 hour coffee shops in Toronto"
[6:14] "Virtual office in Toronto"
[6:16] And we'd want to rank for synonymous variations
like "cafe in Toronto".
[6:19] A photographer, on the other hand, might want to rank for
[6:22] "photographer
in Toronto" or "photographer in a nearby city."
[6:25] Here are a few ways you can generate solid
keyword ideas.
[6:29] First is to use Google's autocomplete.
[6:30] Just type in the main query you want to rank
for, and you'll see a few good suggestions
[6:34] here like "open late", "financial district", and
"Toronto Canada", which may likely come from
[6:40] tourists or travelers.
[6:41] If you're in the services industry, then you
can look at local classified sites like Craigslist.
[6:46] So I can search in their services category
and use a seed keyword like "photographer",
[6:50] and you'll see some cool ideas here like "experienced",
"freelance", "engagement shoot" and more.
[6:56] But in my opinion, the absolute best place
is to find the keywords that your competitors
[7:00] are already ranking for.
[7:02] And the reason why this is so effective is
because this is basically telling you which
[7:07] keywords that you can also rank for.
[7:09] You can use a tool like Ahrefs' Site Explorer,
and enter in the domain of one of your search
[7:13] competitors.
[7:14] Next, go to the organic keywords report.
[7:17] And this report will show you all of the search
queries that the domain is ranking for.
[7:20] You'll see that they're ranking for a lot
of branded queries, so you can use the exclude
[7:24] box, and type in the brand name, which will
give you a nice list of relevant keywords
[7:29] to target.
[7:29] And just from a quick scan of this list, there
are a couple of keywords that I would have
[7:34] never thought of like "coffee places near me"
and "coffee shop near Eaton Centre", which is
[7:39] a large mall in downtown Toronto.
[7:41] You should have a solid list of keyword ideas
now, so it's time to move onto some on-page
[7:46] SEO.
[7:47] If you're familiar with SEO, then you'll find
that a lot of the typical on-page SEO best practices
[7:51] apply here.
[7:53] For example, it can be advantageous to include
your keyword in your H1 tag, add your target
[7:57] keyword in the title tag, set the URL slug
to your keyword, and use short URLs.
[8:03] But there are a few other things you should
specifically do for local SEO.
[8:07] Now, these optimizations will vary depending
on if you have a single location versus multiple
[8:11] locations.
[8:12] So I'll cover both.
[8:13] The first thing you'll want to do is optimize
your homepage.
[8:16] In general, most single location businesses
should optimize their homepage around their
[8:20] primary location.
[8:22] So as a Toronto based coffee shop, I would
probably target keywords like "coffee shop
[8:26] Toronto," rather than just coffee shop.
[8:28] Here's why:
[8:29] If you look at the organic keywords report
for that Toronto coffee shop we were looking
[8:33] at before, you'll see that nearly all of their
keyword rankings revolve around their homepage
[8:37] And you can see that they rank in the "Snack
Pack" for that keyword phrase.
[8:41] But if I do a search just 30 miles away from
downtown Toronto, you'll see completely different
[8:46] results for the same keyword phrase.
[8:48] So here are a few on-page optimization tips
for your homepage.
[8:51] First, show NAP information, which again is name, address and phone number on the
[8:55] homepage.
[8:56] In fact, you can add this to the footer of
your entire website if you operate from a
[9:01] single location as you can see in this example
here.
[9:04] And it's absolutely critical that your name,
address, and phone number match exactly or
[9:09] as close as possible to what you've submitted
to Google My Business.
[9:13] You can also add testimonials or reviews of
your business here and use Schema markup,
[9:17] which we're going to attack right now.
[9:19] Schema markup is code that you add to your
website to improve the way search engines
[9:23] read and represent your page in the search
engine results.
[9:27] You can use Google's structured data markup
helper to eliminate a whole mess of complicated
[9:32] coding.
[9:32] Just select a data type, so in this case,
we'd choose local businesses, then enter in
[9:37] the URL of the page you want to markup and
click the "start tagging" button.
[9:41] Next, just click on the elements that you
want to tag.
[9:44] So if I click on the logo here, I can set
it to the name.
[9:47] Then I'll scroll down to the footer of the
page and add a few more markup elements.
[9:52] So here, you can see that they have two phone
numbers, so you'd want to choose the one that's
[9:56] submitted in their My Business Listing.
[9:58] And the last thing I'll add is the address.
[10:01] You would need to select all of the different
parts of the address and choose the correct field.
[10:07] Also, you'll see that they include their address
here, but left their postal code out, so in
[10:11] this case, if I were this business, I would
include that in the footer too.
[10:15] Once you're done, you can click on this button,
and a piece of code will come up which you
[10:19] can add to your website.
[10:20] Now, if you're a business that has multiple
locations, then you're exempt from the rule
[10:24] of optimizing your homepage around your primary
location.
[10:27] And by multiple locations, I'm not referring
to a couple brick and mortar shops 10 miles
[10:31] from each other, but bigger companies like
hotels or car rentals where they might have
[10:36] hundreds or even thousands of locations.
[10:38] Instead of the home page, you would want to
optimize local landing pages by including
[10:42] key elements like the location's NAP, operating
hours and sprinkle in related keywords targeted
[10:48] at that location.
[10:49] Let me show you how Enterprise Car Rental
does it
[10:51] and pay attention to the URLs too as we go through
this process.
[10:55] If you want to rent a car in the US, then
you'll start at their location directory where
[10:59] you need to select a state where you want
to rent a car.
[11:02] Next, you'll need to pick a city within that
state.
[11:05] Then you'll be brought down to the branch
level.
[11:07] Finally, you'll see the local NAP information
that's actually designed to convert visitors
[11:12] into customers.
[11:13] Scrolling down, you'll see the operating hours
for this specific location.
[11:17] And if we look at the organic traffic for
these 4 pages, you'll see that they all get
[11:22] a good amount of targeted search traffic on
landing pages, which I'm sure is quite profitable.
[11:27] The next step is to build local citations.
[11:30] And citations are online mentions of your
business.
[11:32] There are two main types of citations.
[11:34] They are structured
and unstructured.
[11:36] Structured citations are mentions that include
your NAP information and it's usually presented
[11:41] in a visually-structured manner.
[11:42] So this would include places like business
directories and social profiles.
[11:47] Unstructured citations are mentions of your
business that don't follow a structure.
[11:51] So this might be in blog posts, preferred
vendors pages or on other websites.
[11:55] And building local citations is super important.
[11:58] According to a 2017 study done by Moz, citation
signals were one of the top local ranking
[12:04] factors, which was true for both Google's
"Snack Pack" results and regular organic search
[12:08] results.
[12:09] And this is likely due to having consistent
NAP information from all over the web, which
[12:14] verifies that the data Google has in their
My Business listing is accurate.
[12:18] On the other hand, inconsistent NAP information
can confuse or mislead both Google and potential
[12:23] customers.
[12:24] So your job is two fold:
[12:26] First, you need to make sure that your 
existing citations are correct and consistent.
[12:30] And second, you need to build more relevant citations.
[12:34] So to handle the first part, you need to perform
a citation audit.
[12:38] More often than not, some of your citations
will be incorrect and/or incomplete.
[12:42] And you can run a quick search using Moz's local
search tool.
[12:45] Just enter in the name of your business, and
choose one from the auto select options from
[12:50] the best results.
[12:51] From here, you can see a breakdown of the
complete, incomplete, inconsistent, and duplicate
[12:56] citations, which you can then manually fix.
[12:59] You can also do a manual audit using Google
search operators, which I won't get into now,
[13:03] but you can check out our local SEO blog post.
[13:06] The link's in the description.
[13:07] After you've completed your audit, you'll
want to build more citations.
[13:10] Now, if you're a new business, I would start
with a list of core structured citations.
[13:16] Whitespark.ca has a great resource on places
to build these structured citations, which
[13:20] I'll leave a link to in the description.
[13:22] Just choose a country, and you'll see a list
of places to add your mark.
[13:25] You can then branch out to other relevant
local directories like your local chamber
[13:29] of commerce, other local business associations
and then expand to niche specific websites
[13:34] like TripAdvisor, HomeAdvisor, Findlaw and
more.
[13:37] Another great places to find citation opportunities
is to let your competitors do the work for you.
[13:43] So using Ahrefs' Site Explorer, look up the homepage
URL of one of your competitors since most
[13:48] citations will lead to the homepage.
[13:50] Next, go to the anchors report.
[13:52] In here, you can use the search box to look for
any of these keywords:
[13:56] These are common anchor texts that you'll
find in directories, which make them easy
[14:01] citation opportunities.
[14:02] So if I search for "website," then I'm gonna click on
"details" and "referring domains," then you'll
[14:07] see a bunch of places where we can build both
structured and unstructured citations.
[14:12] Another hyper-effective tactic you can do
is to use the Link Intersect tool.
[14:16] In the top section, enter in the name of a
few of your organic search competitors.
[14:20] So I've already entered in a few domains of top-ranking
Toronto coffee shops.
[14:24] Then, I'll set the top dropdown to show websites
that link to any of these sites.
[14:29] And you can enter in your domain in the bottom
box, which will exclude links that are already
[14:33] linking to your website.
[14:34] But since we don't have a real website, I'll
leave the bottom section empty and run the
[14:38] search.
[14:39] Now, when you're looking through the results,
just scan these 3 columns and look for referring
[14:43] domains that link to at least a couple of
your target websites.
[14:47] In general, the more sites a domain links
to, the better the chances of it being a legit
[14:52] place to create your own citation.
[14:54] So dinehere.ca would be a solid one that we
can add our coffee shop to.
[14:58] With these citation hunting methods, it should
be enough to keep you busy for a while.
[15:02] But we can't stop here because we still need
to build quality editorial links.
[15:06] According to Moz's 2017 survey, link signals
were the most important ranking factor for
[15:12] local organic results.
[15:13] For the local "Snack Pack," links were the
second most important factor.
[15:17] Rather than focusing on a full-out link building
tutorial, I want to leave you with two tried
[15:22] and true tactics that work.
[15:23] The first is to create and promote a useful
resource.
[15:27] In this case, a local resource related to
your niche would be ideal.
[15:30] I know I say it all the time, but people are
more willing to link to helpful articles over
[15:34] salesy content like product and services pages.
[15:38] So a couple ideas would be to create local
"best of" guides or content that would appeal
[15:42] to your target audience.
[15:44] So for example, we could create content on how
to make the best cup of coffee, where we can
[15:48] plug our own products.
[15:49] We could also create content targeted at coffee
drinking solopreneurs on the best and affordable
[15:55] local places for office space, since we offer
virtual office services.
[15:59] The second tactic would be to guest blog.
[16:02] Even though guest posts normally come with
a link back to your site, I want you to look
[16:05] at this as an opportunity to build yourself
up as an industry expert.
[16:10] This is particularly important for people
in the services industry.
[16:13] People want to hire professionals they can
trust and know will do a good job.
[16:17] And often times, they're willing to pay a
premium to have the peace of mind that the
[16:21] job's gonna get done right the first time.
[16:23] And you can look for local blogs that accept guest
posts by googling any of these queries.
[16:29] So looking at the search results for "Toronto "write for us",
[16:32] you'll see some very relevant local websites
that are seeking writers.
[16:36] You can also do this in Content Explorer to
expand your list of potential guest posting
[16:40] prospects.
[16:41] Just type in a topic related to your niche.
[16:43] So I'll type in "coffee beans" and I'll also
set the search to a title search for more
[16:47] relevant results.
[16:48] Next, click on the "one article per domain,"
filter, since we don't need to contact the
[16:53] same website multiple times.
[16:55] Scrolling down a bit, you'll see this post
on The 12 Best Coffee Beans to Buy.
[16:59] From here, you could easily pitch yourself
as a pro barista that runs a cafe in Toronto
[17:04] and share some actionable or interesting insights
on something like roasting beans.
[17:08] The last and final step is to take care of
ongoing activities.
[17:11] Even though you've set up your Google My Business
and built a bunch of citations, these are
[17:16] all things that you want to have well-documented.
[17:19] In business, things change.
[17:20] That might be you moving to a new location,
changing your phone number, or even changing
[17:24] your business name,
[17:25] in which case, you would need to update all
of your citations.
[17:29] So the first thing you need to do is ensure
that you keep your Google My Business account
[17:33] active.
[17:34] There are 3 important regular tasks that you need to
[17:36] take care of.
[17:37] First is to consistently respond to customers
and client reviews.
[17:41] This includes both positive and negative comments.
[17:44] Next is to be on the lookout for inaccurate
edits to your Google My Business listing.
[17:48] Anyone can click on "suggest an edit" on your
My Business listing and sometimes Google will
[17:52] accept these suggestions without notice to
you or the business owner.
[17:56] In fact, scammers have even swapped phone
numbers with legit businesses for a quick
[18:01] payday.
[18:02] So it's your job to ensure that your listings
are up to date and correct at all times.
[18:06] Finally, is to use Google Posts to keep your
customers informed and engaged.
[18:10] Google Posts is a micro-blogging platform
within Google My Business.
[18:14] And all of these updates are visible in the
Knowledge Panel and accessible with the click
[18:17] of a mouse.
[18:18] This provides an opportunity to attract more
attention to your listing, connect with your
[18:23] audience and ultimately boost conversions.
[18:25] You can create a Google Post from within Google
My Business by going on the posts menu, click
[18:29] "Write your post" and then add an image and
up to 300 words of text.
[18:34] This is a great way to share your promotional
offers or teasers for your blog posts.
[18:37] You can also choose a call-to-action button
from a list of preset options to bump click-throughs.
[18:42] I recommend all local businesses play around
with this feature and stay active with Google
[18:47] Posts.
[18:47] It doesn't take any more time than a tweet
and there's a ton of potential to garner attention
[18:52] from Google searchers.
[18:53] Now we've covered a lot here, so what I recommend
doing right now is putting these techniques
[18:58] into action, and watching some of the video
suggestions in the cards, which will dig deeper
[19:02] into some of the topics we've talked about like
link building, SEO for blogs, and on-page
[19:07] SEO techniques.
[19:08] So hit the subscribe button for more actionable
SEO and marketing tutorials, go and get your
[19:12] local website ranked, and I'll see you in
the next tutorial.

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