The source materials detail several local SEO tactics relevant to businesses seeking improved visibility in local search results as of 2017. These encompass on-page optimization, technical considerations, off-page strategies including citation building and review acquisition, and the utilization of schema markup. The data emphasizes the importance of consistent NAP (Name, Address, Phone number) information, a well-optimized Google My Business profile, and a user-friendly website experience.
On-Page Optimization and Keyword Strategy
The materials highlight the necessity of incorporating local keywords into website content. Specifically, the recommendation is to target phrases such as “Dentist in [location],” “Best dentist in [location],” “Implant dentist [location],” and “Affordable dentist [location].” The source data suggests expanding these keywords with contextual information, for example, “Dentist in Los Angeles” or “One of the best dentists in Los Angeles according to Yelp.” Image optimization and overall website UI/UX are also mentioned as components of on-page optimization, though details are limited.
Technical SEO Considerations
Several technical SEO elements are identified as important. The materials reference the need for an on-page audit, including an examination of canonicals and 301 redirects. Website speed is also emphasized, with suggestions to improve it through web host selection, caching, image compression plugins, SEO-friendly WordPress themes, and content delivery networks (CDNs). Website architecture and internal linking are presented as crucial, with the suggestion of creating local website silos. The use of 301 redirects is specifically mentioned in the context of website redesigns.
Schema Markup Implementation
Schema.org markup is presented as a method to enhance search engine understanding of website content and potentially improve search result presentation. The materials specifically mention local business markup, which involves coding the business name, address, and phone number using schema markup language. This allows search engines to display information such as business type, reviews, hours of operation, and events directly in search results. An example is provided for marking up contact information for a dental office using schema.
Local Citation Building and NAP Consistency
The importance of consistent NAP information across the web is underscored. The materials state that inconsistencies can lead Google to misinterpret a business as either a duplicate or separate entity. It is recommended to be specific and maintain the same format for the NAP everywhere it appears (e.g., using “ST.” consistently instead of sometimes using “STREET”). Utilizing local directories such as Google My Business, Yelp, Yellow Pages, and Angie’s List is recommended, though the sheer volume of directories is acknowledged as a challenge. Tools like Bright Local and White Spark are suggested to streamline the directory update process.
Google My Business Optimization
Optimizing a Google My Business (GMB) profile is presented as a high-impact tactic. The materials suggest that Google places significant weight on the business name when ranking in the map pack and recommends reporting any competitors using fake names or misinformation. A complete and accurate profile, including a local phone number and appropriate categories, is also advised.
Review and Social Media Strategies
Acquiring customer reviews and testimonials is highlighted as a crucial element of local SEO. The recommendation is to actively solicit reviews from customers and display them on the website and social media accounts. Social media engagement is also encouraged, with the suggestion of posting regularly on platforms like Facebook, Google+, Twitter, Instagram, and LinkedIn, and linking these profiles to the website. The data cites a statistic indicating that over 70% of people refer to social media before making a purchase.
The Possum Update and Local Search Predictions
The materials reference the “Google Possum” update and its implications for local SEO and the map pack. Details regarding the specifics of the Possum update are limited. The source also mentions predictions for 2017 local search marketing, noting a response to David Mihm’s predictions and a discussion of Gianluca Fiorelli’s analysis of SEO and digital trends.
Conclusion
The source materials from 2017 emphasize a multi-faceted approach to local SEO. Key strategies include on-page optimization with local keywords, technical SEO improvements focused on site speed and structure, strategic use of schema markup, consistent NAP information across citations, a fully optimized Google My Business profile, active review acquisition, and engagement on social media platforms. The data suggests that a comprehensive and diligent implementation of these tactics was considered essential for improving local search rankings.