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Incentives in exchange for reviews can be reported now
- By Tim Kahlert
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Google has a new "Report Business Conduct" form that lets you report businesses that offer incentives in exchange for reviews or pressure people to leave reviews.
Quote Google:
What do you think?
Quote Google:
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How To Do Local SEO Keyword Research
- By Tim Kahlert
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How To Do Local SEO Keyword Research – 7 Powerful Methods
Local Keyword Research - The Complete Guide
There are hundreds of free methods to find keywords for local SEO. In this article, I want to show you my top 7 local SEO keyword research methods. They’re proven, tested, and will eventually provide you with high-quality keywords.Global vs. Local Keyword Research
While the scope of global keyword research is wide and covers a global audience, local keyword research is narrowed down to a specific geographical location.Keyword research on a local scale is mostly limited to the local area. Unless you’re serving multiple local areas across a state or across the globe, your research abilities are limited.
A local area has geographic limits that are primarily defined through the competition in the area.
However, local keywords are less competitive and mostly easier to nurture than global keywords that face global competition.
Each geographical area and industry provides different ranking opportunities for small local businesses.
What is Local Keyword Research?
In order for you to know what types of keywords you’re researching in the first place, you need to understand the different local search intents.Each search intent requires a different targeting strategy and what type of content you need to create to turn the people who search into paying customers.
So before we dig into how to find local keywords, I want to give you a quick overview of what search intents and types of keywords you should be looking for.
There is a bunch of different keyword search intents and types you’ll need if you want to succeed in local SEO.
Local Keyword Research Types
Local Service/Product-Related Research
Search IntentEspecially people who already know what they need will search for specific services or products. They’re basically looking for information about the availability of services and products on a local basis.
In order to satisfy service and product intents, you want to create service or product pages.
That’s where you explain specific products and services in more detail but also try to convert the searchers into customers.
Those local search intents can certainly be clustered in many different ways but these are the most important so you can understand what customers search for in the first place and what they really want.
A great way to find different search intents for every local business is by prompting the following into ChatGPT:
Code:
What are the worries of people in [insert industry]?It sounds so simple, but especially when you start doing SEO in a new industry, this can be a game-changer.
This quote will tell you within seconds what the customers of your clients need in the first place. Be sure to refine your prompt to get even more specific results.
Keyword Types
These keyword types are probably the most searched ones.
Since they’re quite valuable to a local business, your main focus should be on these types of keywords.
They can consist of service keywords like “plumber”, “gardener”, “auto repair”, and “dentist”, or product-related keywords like “mattress store”, “ice cream parlor”, and “where to buy water”.
Many of these services can be found in different variations and synonyms. So you should prioritize finding them in order to address your customers’ problems most accurately. Also, many of the services or products have subcategories.
Someone who needs a plumber might search for someone who can repair the drain and would not use “plumber” in their search query. So it’s important for you to find those service/product-related subcategories and keywords as well.
Branded Keyword Research
Search IntentThose branded keyword intents don’t really differ from global branded search terms. Only the results are going to be different as every business has its own Google Business Profile in that particular area, showing its name, address, phone number.
In case the brand owns multiple locations across a state or nation, the one that is most prominent, mainly the closest to the searcher, will be shown. This is an important consideration when implementing local SEO strategies.
By following relevant guidelines, you can optimize your online presence for multiple locations and ensure that the most relevant location is displayed to potential customers in each area.
Global companies’ knowledge panels, on the other hand, provide more general information about the specific company.
Most branded searches want to see more general or contact information. So a homepage, about page, or contact page would be the right type of content to address those searchers’ intents.
Keyword Types
Customers use branded terms when they already know your business and want to find specific information about your brand. Try to find all sorts of brand-related questions and keywords.
They will tell you a lot about what customers are interested in. And that information is pure value to you.
For example, many customers search for photos, reviews, and specific service/products of your particular brand. If you know what they are looking for, try to give it to them.
Many search queries contain both branded and service or product-related terms. They belong to the branded search terms as they don’t really compete with other local business pages on the SERP.
Area & Geographical Keyword Research
Search IntentThere are search queries that contain a specific geographical area. People who search for businesses in specific areas don’t necessarily be located in that same particular area. What they want is a business in a specific area, regardless of their own location.
An example might be “taxi service New York City”. Searchers might look this up before their trip to New York City. Location pages or service/product landing pages are the types of content you want to create for those types of intents.
Keyword Types
Location modifiers are geographical keywords that define a particular local area more specifically. You’ll need to research location modifiers, especially if you want to create location pages to target areas you cannot rank in normally.
So if your business is located in Manhattan, New York City, and you want to expand your reach through location pages, then researching neighboring districts would be necessary in order to know what the neighboring districts are.
You can start by researching big districts like Queens, Bronx, Brooklyn, and co and then narrowing it down to suburbs within each of these districts. You can use Wikipedia to find those districts and their respective population.
Another way to improve local SEO is by using ChatGPT. The results are quite accurate.
It all depends on whether searchers look for a specific service or product in that particular suburb or not. Unfortunately, there is no tool that will show you important areas. You mainly have no other choice than to try and figure out yourself if there is search volume until you find winning suburbs and districts.
Local Entity Research
Search IntentPeople who add these terms to their search queries want a business in their vicinity. Not everyone places specific importance on the distance to the business in question.
So those searchers want a business that can serve them immediately. These terms are supposed to trigger local landing pages or service pages. For single-location businesses, the homepage is supposed to target their main keyword.
Entity Types
Many people search for their respective service or product-related keywords and add a specific local entity to their search query to define the search even further. Phrases like “Near me”, “closeby” or “in my area” can often be found at the end of a search query. Check out this guide: How to rank for near me keywords.
7 Powerful Ways to do Local Keyword Research
1. Search Auto-Suggest
Many platforms that allow for searching keywords will provide you with an automated suggestion based on what you’ve typed into the search box. Search engines like Google, Bing or Ecosia provide various unique search suggestions. Only looking at these 3 will give you many keyword ideas.
Other platforms are Yelp or Amazon. Both provide customized search suggestions based on your specific needs.
While Amazon is more product-related, Yelp displays several local service or product suggestions.
2. Call recording
Call recording is a tricky one but worth trying. When you use a call tracking number, you can set up voice recording and go through all your customer calls and listen to how they defined their problems when they speak. This might even be a great opportunity to optimize your content for voice search. It’s invaluable to know how customers refer to their needs and problems. If you need a reliable call-tracking software, check out Callrail.
3. Review content
This is one of my favorite ways to find keywords your customers are looking for.All you need to do is go to your Google Business Profile on Search or Maps and check out the review content. Most searched words are categorized at the top, so you don’t need to search long for them.
4. Google Trends
Google Trends has evolved into a really useful tool over the years. It’s not the boring trends system as it used to be. You will find a lot of local keywords, trends, and ideas on it. Just type in your main keyword, choose a country and let it display the trends for the respective keyword.
If you scroll further down on that page, Google Trends gives you the option to display trending or top queries on the right and shows you a value related to the proportion of all queries.
5. GBP Insights Section
If you’ve been running your business for a while or you just took on a new client that has been in business for a while, the Insights section on the GBP can be really useful in terms of researching and adding new local keywords.It basically tells you exactly what your business shows up for and how many people have searched for it. The numbers are quite vague but a great indication of the demand for specific keywords.
6. Messaging/ Incoming Mail
What’s better than letting your customers tell you what they need? Check out your messages on Google, your emails and other text messages you’ve received and find relevant phrases your customers use to describe their problems.If you know what terms they use when they refer to a specific problem, use it to your advantage. You should write them all down and then see how and what kind of content you can create to address those exact problems.
7. Semrush Competitor Research
If you’re an SEMRush user this might be one of the best local keyword research methods you’ll ever find. The advantage of this method is that you can find currently working keywords.So basically you’ll be able to use keywords that are currently working well considering the local search algorithm. Get SEMRush here.
Here is how it works:
- Go to Semrush.com
- Now you type in a website URL of a similar business as yours. It doesn’t have to be a direct competitor from your local area. Just be sure that it’s a big business website, with lots of content, like a chain.
- In our example, I chose rotorooter.com, one of the biggest plumbing companies in the US.
- Now you want to go to Organic Research, select your country, and add a filter for new and improved traffic.
5. Now, on this very next page, you can see the keywords that were either improved or that the company just started ranking for. In this particular case it seems that the company started ranking for “plumber near me” with their respective location pages. (as seen on the right)
Now you can check out how those pages look like and what other keywords they target to get those rank improvements. You can also change the order of the table to sort for keyword difficulty, traffic changes, or intent to get the information you’re looking for.
Summary
I went into the complex realm of local keyword research, highlighting its distinctiveness when compared to global practices. I elucidate the importance of specifically tailoring keywords based on factors like brand, geographical location, and service or product offerings.The inclusion of these categories is not merely for variety. They serve as a strategic roadmap to align with your local audience’s expectations and search behaviors.
With an intricate understanding of keyword intent, the goal is to provide a seamless and relevant search experience for your audience, thereby enhancing your local online visibility and reach.
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How To Dominate Local Search
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How To Dominate Local Search In 2024
How To Dominate With Local Search Engine Optimization
In the super speedy digital world, local search is changing how businesses and customers link up. It’s not only about keeping up with the competition, it’s also about making sure your local business pops up exactly when and where it counts.Make the most of local search – it’s like turning on a giant spotlight, pulling in customers like they’re drawn to a really bright light. In this article I’m going to explain to you how you can crush the competition and dominate local search like a pro as seen on the geogrid below.
Dominating Local SEO Like A Pro
- Local search puts your business on the map, quite literally. It enables potential customers to find you easily when they search for services or products you offer.
- Local search results match what people need right when they need it, turning searches into sales.
- By prioritizing nearby options, local search gives a personalized touch to users’ digital experiences, making them feel seen and understood.
- Staying ahead in the local market requires leveraging local search, a valuable weapon to outsmart the competition.
- Positive local reviews build credibility, influencing purchasing decisions, and fostering trust in your business.
Master Local Search
1. Google Business Profile
One of the most important aspects of local search engine optimization is the Google Business Profile. Most customers will reach a local business through Google’s local search. In order to be seen on that part of the search, you need to sign up with Google for business.That’s where you can claim your listing to start ranking immediately.
I want to give you some pointers to ensure you succeed with your Google Business listing.
- Claim or register and verify your listing to be eligible for ranking on Google’s local search
- Add a relevant name, your address, phone number, accurate hours, and possible service areas for a service area business listing.
- Create an enticing Google Business Profile description
- Upload high-quality photos and videos to be sure your profile looks appealing to potential local customers. Visuals are a huge conversion factor.
- Choose relevant categories. The primary category defines your main service/product the most. Be sure to add as many relevant additional categories as well.
- Reply to reviews as soon as you can.
- Acquire new reviews from customers on a regular basis.
- Increase your conversions by posting relevant content via Google posts and keeping your profile up-to-date.
2. Citations
Citations, aka entries of business information in local directories or other sites, are a great way to get more local customers and to show Google how important your business is.If Google can find your listing on as many relevant directories and sites as possible, that’s a huge indication of prominence. Prominence is one of the big local search ranking factors.
Here are a few local business directories you should consider, regardless of your industry:
- Yelp
- Foursquare
- Apple Maps
- Bing Local Places
- Yahoo
Meaning, your local customers should be aware of the directory or site otherwise, it won’t be that impactful for your business.
3. Local Website SEO
The website is one of the most critical assets of your local marketing strategy. It serves as a lead generation tool, and its organic rankings contribute to local search rankings as well.If you want to succeed in local search and dominate the whole local area, you’ll need to have an optimized website.
Here are the most important aspects of local website SEO:
On-Page Optimization
Be sure to take care of the following aspects of the on-page optimization.
- Relevant URL structure
- Add keywords in the title and the meta description
- Title:24/7 Plumbing Services New York City | Fast Response
- Meta description: 24/7 Plumbing Services in NYC: Rapid response to all your plumbing emergencies. Reliable, efficient solutions round the clock, every day.
- Your name, address, and phone number should be added to your website
- Be sure to include your main keyword and synonyms + close variants in the body copy
- Include relevant keywords and entities in your H1, H2, H3 etc headlines
- Keywords and entities should be added to image file names, titles, and alt texts
- Use keywords in your anchor texts pointing to a specific page. If you want to rank with your homepage for “plumbing service New York City”, be sure to use link anchor texts on other pages that include that keyword or parts of it. It’s another indication that this page is relevant for the given term.
- Don’t include too many outbound links unless they’re relevant to the user
- Add local business Schema to your site so Google understands your content better
Homepage
If your business is a single-location business, you can use the homepage as your primary money page. It’s the page you want to rank with for your main service and convert as many visitors as possible into leads. Here is a quick overview of what you want to include on your local business homepage:
- Include your name, address, phone number, hours, and any other contact information that makes it easier for visitors to contact you.
- Add a Google Map (service area for service-area businesses or the map pin location for businesses with a physical storefront)
- Testimonials, reviews, video testimonials (social proof)
- List of companies your business cooperates with (social proof)
- Real pictures of your business location, staff, and at work.
- Rating badges from sites like Google, Yelp, Facebook and co.
- A main call-to-action as a contact method that you prefer. For calls, add call buttons and link the phone number on your page for mobile devices
Pro tip: Your normal service pages shouldn’t contain any geographical modifiers such as “Long Island” in their respective titles, headings, etc. unless you want to limit your rankings to that area.
Create service or product pages for each of your sub-services to increase relevance on local search and rank with those pages organically. It’s a win/win situation. Be sure to match possible categories.
If your website mentions services that you use as categories, it can make your listing more relevant, which can increase visibility even more as well.
Location Pages
Location pages are a great way of creating local landing pages that hyper-target a specific local area. Creating such pages can especially be helpful if you cannot rank your business listing in those areas on Google.
They’re supposed to target “service/product + location/area” like “plumbing company Long Island”.
A typical location page URL would be: https://myplumbingbusiness.com/locations/miami-fl/
The /locations/ path can be used as a hub page displaying all the locations you service.
Localized Content
An excellent local SEO strategy needs to focus on local content creation. Many people in the local SEO industry struggle with that as the content needs to be searched for, relevant to the industry, and relevant to the local audience.
Creating industry-specific content is not a big deal. The content can make you top of the hill in the industry.
However, as a local business, not many people who search for industry-related terms are potential local customers. That’s why you need to create content that is related to the industry AND your local area.
Here is one of my ChatGPT prompts that I use to find local content ideas that rank:
Code:
You're a [insert industry] marketer. You want to create blog articles that are searched for from potential local customers.
What are specific content ideas that precisely target potential local [insert industry] customers? Please describe each local intent.
Don't include general [insert industry] ideas. Don't reference yourself. Don't repeat yourself.4. Reputation Management
Local search marketing is driven by online reviews. If your business has a bad reputation on Google, it will be hard for you to reach your potential customers. No one likes to do business with a poorly rated local company.Encourage reviews and make it easy for customers to leave reviews. Provide clear instructions on your website or even consider sending follow-up emails, SMS or WhatsApp messages with direct links to your review platforms. The more reviews you have, the more trustworthy your business appears to both Google and potential customers.
The Google Business Profile provides a customized link for your business. Simply search for your business in local search or search for “my business” on Google. Be sure you’re signed in with your corresponding email address.
Search for and click on the review icon “Ask for reviews”. The next popup will display a review link customized for your business.
Review Tips
- While Google reviews are important for local SEO, reviews on other platforms like Yelp, Facebook, and other industry-specific or local review sites also matter. Diversify where you’re getting reviews to broaden your online presence.
- Take the time to respond to all reviews, whether they are positive or negative. Thanking customers for positive reviews shows appreciation.
- Reply to negative reviews politely. If not handled correctly, they can harm your reputation. Apologize where necessary, thank the customer for the feedback, and offer to take the conversation offline to resolve the issue. Never argue with a customer publicly.
- Showcase positive reviews on your website and social media platforms.
- Never buy or fabricate reviews. Authenticity is key to gaining trust with your audience.
- If you come across reviews that are spam, inappropriate, or violate the guidelines of the review platform, flag them for removal. Contact Google for more information.
5. Local Link Building
Here are a few facts about local link building and what you want to consider- Many local directories provide a link back to your website. Make sure you’re listed in all relevant directories for your area and industry. This is one of the first places to look for backlink opportunities. Check out chapter 2 in this article for more information about citations and local directories.
- One of the best ways to earn local links is to create content that is of interest to local audiences. This could be blog posts about local events, guides to your area, or other content that local websites might want to link to. Check out my ChatGPT prompt in chapter 3.
- Partnering with other local businesses can be a great way to earn local links. You could host a joint event, offer discounts to each other’s customers, or even just write a blog post about each other. Reciprocal links are still of value. (Contrary to popular belief, link exchange is not bad for SEO if it’s relevant to your and your business partner’s website audience)
- Sponsoring local events, teams, or organizations can often earn you a link on their website. This not only helps with local SEO but also gets your business in front of a local audience.
