Houston Local SEO is a great way to attract new customers and grow your business. It combines technical nuances with creative approaches.
In fact, 67% of users click on the first 5 Google results when looking for products or services. That means that implementing local SEO can give you a competitive edge over your competitors.
1. Keyword Research
Keyword research is the cornerstone of any local SEO strategy. It allows you to target keywords that searchers are actually using when looking for businesses like yours in their area. There are several ways to perform keyword research, including doing a simple Google search, checking the “related searches” at the bottom of a page, or using a paid tool like SEMRush.
The most important thing is to make sure that your keywords are relevant to the products and services you offer. Some companies will try to rank for keywords that aren’t related, but that won’t drive qualified leads to their website. For example, a bakery may want to target keywords like “cakes” or “bakery.” While those words have high search volume, they aren’t going to bring people who are ready to buy.
Performing local keyword research will also help you find long-tail keywords that are more specific to your business and less competitive. The more focused your keywords are, the easier it will be to rank for them.
Another way to find new keywords is to use the Google Keyword Planner. It’s typically used for researching keywords for pay-per-click ads, but it can also be a great way to discover new local keywords. Start by entering one of your competitors’ websites into the “Discover new keywords” section, and then browse the results to see what types of terms are generating searches.
Once you’ve done your keyword research, it’s time to start optimizing your website and content. Start by adding your keywords to your website’s title tag, meta description, and image alt text. Then, create valuable content that focuses on the needs and wants of your target audience. Creating content that answers questions, solves problems, or provides helpful information is one of the most important things you can do to boost your local SEO ranking.
2. Google My Business
Google My Business is a key component of local SEO. However, it is not a catch-all tool; it needs to work in tandem with your website and other off-page SEO efforts (like submitting listings to review sites or guest blogging).
When it comes to local search, there are three main ranking factors: Relevance, Distance, and Prominence. Relevance focuses on how well your products or services match the user’s search intent. Distance refers to how close your business is to the searcher’s physical location. Prominence focuses on how widely known your brand is and whether or not it has a positive reputation.
To increase your chances of showing up in the Map Pack, you need to optimize your GMB profile and ensure that all of your contact information is correct and up-to-date. You also need to provide relevant and descriptive keyword-rich content on your website, and you should ask your customers for reviews.
One of the best tools to use for discovering local keywords is Google’s Keyword Planner. Simply enter your competitors’ domains, and it will show you the most relevant search terms that they rank for.
Once you have your list of keywords, you can start focusing on optimizing your website and GMB profile for those terms. For example, you can add a location to your product descriptions and include relevant local keywords in your title tags and meta descriptions.
It may take a few weeks or months of consistent optimization, content creation, and citation building to see results in your local search rankings and online visibility. However, the benefits of local SEO often accrue over time as your business builds credibility and becomes a recognized authority in its industry.
3. On-Page Optimization
Local SEO helps small businesses level the playing field against larger competitors by increasing visibility online. With a solid strategy in place, small businesses can rank highly in local search results, driving more traffic to their website and generating more revenue for their business.
A successful local SEO campaign starts with a strong, well-optimized website. Creating high-quality content that is useful to your target audience will help you achieve this goal, and can also lead to inbound links, another ranking factor for local searches. A blog is an excellent platform for this purpose, but you can also create videos, podcasts, and other forms of content. Just remember to keep your content relevant to your local area, and ensure that the keywords you’re targeting are present throughout your website and on any content that you create.
On-page optimization in local SEO refers to the various ways that you can optimize the elements of your website to improve your ranking in local search results. This includes optimizing your website’s title tag, meta descriptions, and HTML tags. It also includes incorporating your keywords into the body of your website content, as well as making sure that your NAP information is consistent across all of your business listings and directories.
One of the most important on-page strategies for local SEO involves the use of dedicated landing pages for each location that your business serves. These pages can include specific service offerings, unique content, and local keyword density. Using a review management tool to collect and display positive reviews from your customers is also a great way to enhance your on-page optimization in local SEO. However, if you don’t have quality content that offers value to your prospects and customers, no amount of local SEO tricks can help you.
4. Link Building
Local link building is an important part of any SEO strategy, but it’s especially helpful for small businesses. When you have a strong local presence, it’s easier to rank in Google Maps and be found by customers in your area. You can use different strategies to build local backlinks, including creating local content, obtaining local citations, and guest blogging.
The benefits of local link building include a boost in search engine rankings, more visibility, and stronger customer relationships. It’s also a great way to stay top of mind with your audience and nurture prospects. It takes, on average, seven brand impressions before someone makes a buying decision, so your local visibility can make all the difference.
One of the most effective local SEO tactics is gaining local citations. This involves listing your business name, address, and phone number (NAPW) on third-party sites, such as review platforms and business directories. NAPW mentions on these platforms help Google verify your business information and are a ranking factor for local searches.
Increasing your local search visibility is also a result of the quality of the content you produce. You can create locally relevant content by writing articles on your own website or for other publications, such as blogs and industry magazines. You can also use guest blogging to gain high-quality links and boost your local search ranking.
Another way to build a local reputation is by improving your online reviews and ratings. This can be done by encouraging your existing customers to leave positive feedback on your social media or website, or by submitting reviews to reputable sites like Yelp and Acxiom. You can also promote your business on these platforms by advertising a special promotion or discount.
5. Social Media
Whether you’re a wedding photographer in Seattle or an Italian restaurant in Los Angeles, local SEO can help you get found online and win more business. The key to success is aligning your website and listings with Google’s ways, focusing on local SEO practices like NAP, citations, reviews, and more, and using tools such as Local Rank Tracker to see how you stack up against competitors.
Social media can also be used to boost your online reputation and build a community of customers around your brand. People are more likely to trust businesses with positive reviews and interactions, and many of the same tactics used for traditional SEO can be applied to social media. These include writing quality content, sharing it, and getting backlinks from other websites.
While there’s no definitive answer to the question “Does Social Media Matter in Local Search?”, it seems safe to say that social signals can help you achieve better rankings on Google and other search engines such as Bing (which has a 1% market share) and Yandex (a Russian-based search engine). Although site traffic isn’t a direct ranking factor for SEO, there’s a strong correlation between high website traffic and higher search engine rankings. This is because a high level of engagement can signal to search engines that your content is valuable to users.