Getting your client to rank higher, drive more traffic, and ultimately increase conversions, consists of a range of tactics; some more effective than others. We know the same few tips always get all the attention, but some of those can take a while to implement, and ultimately require more expertise, sign-off, and resource! That’s why we asked a group of local SEO experts to share their most under-appreciated tactics for local SEO success. These are the simplest of tips that most busy marketers might overlook.
Colan Nielsen VP Local Search at Sterling Sky
Become an expert at utilizing geo-grid ranking reports. Understanding how you rank across your entire market is just the tip of the iceberg as far as what you can use them for.
Greg Gifford Chief Operating Officer at SearchLab
Meta keywords, baby…
Joy Hawkins Owner/President at Sterling Sky
A lot of people that focus on local pack rankings seriously neglect traditional SEO factors onsite. They think ranking has more to do with the actual listing when it really has more to do with the content on the website.
Elizabeth Linder SEO Strategist at Kick Point
I’m not sure these are necessarily underrated or overlooked by everyone, but they can be depending on the client:
Amy Toman SEO Analyst at Digital Law Marketing
One of the most underrated tips is the use of photos on Google listings. Adding new photos on GBPs are a great way to “teach” Google and users about the services you provide, especially if there is not a category that matches them. Because Google’s systems can understand the content of images, these can be almost as important as posts at portraying your business.
Claire Carlile Local SEO Expert at BrightLocal
Improving site speed, improving internal linking, on-page optimization, and link earning are the nuts and bolts of our industry, and rightly so in many cases. The part that is so often missed out is sitting down and drawing out the marketing insights that exist within the organization—especially small and medium-sized businesses. This is a lesser utilized building block for success and something which so much of marketing strategy and tactics should rest upon. Ask questions like:
You get the picture!
Crystal Horton Local Service Ads & Google Product Expert at Crystal Horton Digital
Adding photos to a Google Business Profile increases views you wouldn’t otherwise have, which could turn into a potential inquiry.
Emily Brady Sr Manager, SEO at Podium
One thing a lot of businesses overlook is updating their GBP category to accommodate seasonality. Your primary category is one of the strongest “ranking factors” you can actually control on your Google listing. So, if you’re in an industry that’s impacted by seasonality, don’t be afraid to change your primary category as your customers’ needs change. A great example of this is HVAC companies, which can update their business category to be more “air conditioner” specific during the summer months.
Dayna Lucia Strategist, SEO at Amsive Digital
Are there any tactics you often overlook? Perhaps this list has inspired your local search strategy and reminded you of the most underrated ideas to get your client to rank higher. What are your preferred local SEO tactics that most people ignore? Let us know over on Twitter or in our Facebook Community, The Local Pack.
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