There are sooo many SEO strategies floating around the internet today. How do you know which ones work and which ones don’t? Going after the most popular SEO strategies may not be your best option because your competitors are doing the same. But what about SEO strategies that others ignore? This could be the perfect way to rank your business and get new leads today!
Roger: Welcome to Local SEO Today. I’m Roger Murphy
John: And I’m John Vuong.
Roger: Welcome to this podcast we invite you and we welcome you as entrepreneurs and business owners that are looking to learn more about what it takes to do quality of SEO, John.
John: Yeah, so today’s talk/topic will be about nine tips on how to effectively do yourself or if you have someone doing your SEO campaign, don’t overlook, right?
Roger: Tips or strategies that are getting overlooked when it shouldn’t?
John: Yeah, exactly so the first thing we want to talk about is your Google my business page, right? Is it properly optimized? Is it properly set-up and claimed?
Roger: Let’s talk about the digital…so Google My Business Page really is the landing page now for global businesses… for local businesses that’s what Google calls it your landing page.
John: Yeah, so what you need to do is make sure you claim it and then once you claim it you optimize it. So make sure your proper information is on there. You have your company name your address, telephone number but most importantly you’re in the right category, right? Because if you look that’s how Google actually indicates which vertical you are in and that has a subset of different keywords associated to that category just so you want to appear what’s on searching for your given service.
Roger: Yes and the idea of your content on this page your…meaning your name, address, phone number it’s known as NAP. That NAP needs to be identical across the internet so you start your Google My Business Page but make sure your name, address, phone number is identical everywhere.
John: And one thing to really also add is if you’re a service based company. Yes, once you claim it with your home address or any other place that you can verify that you’re a legit business. You can actually hide the address so that…because your service based you might be working from your home. And you have service trucks in the area and you don’t want people to come to your home so you can actually hide the address and let google know how far of a radius you service which cities or locations that you want to service, right? So there’s options within Google My Business that can actually help you generate leads based on your geographic area.
Roger: Yeah. Are you a brick-and-mortar business with an office or are you a service based where you go and take care of people.
John: Yeah, so make sure that you claim it, you have the right category and you have citations, right? The other thing that’s very important about Google My Business is get reviews, right? So because Google is so powerful. Everyone’s using Google on a daily basis. It’s probably a very good you know, point to really get some reviews. It is a third-party review. What that means is it’s not a review on your website. Anyone who owns their own website can actually put reviews and testimonials on your own website. You can control it, right? So it’s not as desirable and favorable because as a user, a new customer it’s not as favored.
Roger: Exactly, they see…people see Google as a trusted source for quality reviews and yes there are some out there that sneak through that are you know fake reviews, John. But it’s spamming but the reality is that people really look into the number of reviews and they want to read about your business and they want to see it on the Google my Business Page.
John: And make sure you’re also commenting so once you do get read a review make sure you provide feedback negative or positive always make it a best practice to comment.
Roger:That’s called recreational management so you just reply positively or negative to anything positive and negative.
John: Exactly, another thing about Google My Business is make sure… because there is an option to upload images and videos, right? So the quality of images matter, right? So it is your first impression and if you’re able to capture someone with a nice visual representation of your company it allows for a higher click-through rate.
Roger: Exactly, yeah so better quality on there and it’s the same with Instagram you’ll see it. We know the better quality photos have a better response rate so same with your Google my business page.
John: Yeah, people stay longer they’re attracted to it they’re gonna click through and you know learn a little bit more about what you offer, right? So now we’re gonna move away from the Google My Business and more about your website itself so some of these things have been overlooked but what you need to do is really optimize your URL so that domain name of yours www.widget.com slash, it should be a service keyword, right? So focus on that. Making sure that it is rich in specific services that you actually offer and localize it as well.
Roger: Because that’s what people are looking when they’re searching on Google and put in a plumber or chiropractor, dentist office that’s how Google picks up and crawls your website because they look at that URL and it looks at the content in there.
John: Yeah and the relevance of it, right? So the more that matches the user intent the likelihood of you getting someone to click on your website and the higher it will rank as well so there’s a lot of factors, right? Making sure is short as well. So don’t overdo that amount of characters, right? People will not type in a very long character count; make sure that it just gets to the point, right? And really make it as natural as possible so don’t overdo like keyword stuffing, right? Focus on your user intent, answering questions or the service that you provide be very specific to specific versus a broad term, right? So because everyone in your industry is doing pretty much the same thing. How do you differentiate yourself and really the type of people who are now searching there tend to search for longer tailed keywords because they’re looking for a very specific expert in the industry so if you’re able to capture that the conversion rate, it’s a lot higher.
Roger: Exactly, because it is a…what’s referred to as a longer tail they have a more… if they’re gonna be that specific they’ve got a really a higher as you say intent of converting actually reaching to buy from you so that’s important.
John: Yeah, so not only the URL but make sure the title tag is within a certain amount of characters and really right for the user, right? The description within your website so the meta description, metatag, its titles. Make sure that it’s very organic what I mean by that is naturally speaking don’t speak to the search engines but speak to your users and audience.
Roger: Such as a stuffing would be how about like for a plumber job would be like the city, plumber service, drainage, repair service, plumbing like just keep stuffing things in there.
John: Yeah, it used to work but now Google’s becoming smarter and what you’re trying to do is just be yourself, right? Write for how you want to read it
Roger: And how people are typing it in because that’s their intent so run a good business, give the content the way people are looking for the content and you’ll match up very well.
John: Yeah and you know there will always… these tricks and tips and ways to really accelerate hopefully cheat the system. Well, cheaters never win, right? So if you do everything that feels right as a business owner that should really result in a better business overall, right?
Roger: Better reviews, have your customers they can find you easily. Google could crawl easily so all good things happen when you do it that way.
John: Exactly so that’s more the on-page the other thing that’s very important internal link building, right? What I mean by that is within your website which you have control you can actually have you know different drop-down menus so navigational you know, whatever services you offer within that service page you can link out to other pages within your website like a popular blog that you wrote, that’s relevant to that page so the more you do with internal link building it actually helps with user intent and user engagement because it’s more of a offshoot or a topic that’s relevant to the page that people were actually looking at.
Roger: That’s right because if someone clicks further into a website, John. It’s not lined up with what they were looking for that becomes a bounce rate they…people go back they jump out Google’s tracking all this on the analytics but that will affect your ability to rank better because people are not staying on the pages that you’ve put in front.
John: Yeah and the whole point is to get them to stick on your website. The longer they are on there, the more well received you are in terms of that user, right? So they’re gonna stay longer, they’re gonna navigate, check you out, read more content and then hopefully that will result in a lead. Someone who’ll call and fill up your form and you know bask it further, right? So the whole purpose is the longer they stay, the more clicks that go throughout your website, the more likelihood they like what they see and then hopefully that will translate to a lead, right? Another thing that you have to consider is if you are already not doing this but it’s all about fresh content, right? So how do you update your website to include like a blog or a newsletter, right? So start doing that because it’s so important today like Google is always you know crawling, indexing websites…
Roger: For fresh content and if you do it yourself which is great as you say John, you gotta get to it you’ve gotta you have to create content. We like and Google likes a thousand word blogs that are authoritative and well-written. If you have a company looking after your SEO you need to reach out to make sure… Are you doing a blog for me because it is important for your SEO.
John: And the whole point of having a blog is really to position yourself as the expert, right? So the more research you’ve done on a specific topic or subject matter and people like what they see or they find it on Google it’s really helping you position yourself as the leader, right?
Roger: And creates and starts this relationship where they may eventually phone call you or email you for more information and that’s really what the ultimate goal is for you to take your website and connect yourself with people that are interested and ready to buy the product or service you have to offer.
John: Yeah, exactly so not only do you need to update your blog, your newsletter you also have to update your social media accounts so if you’re a local business owner you probably have a Facebook page or a Twitter page or Instagram or LinkedIn. There’s other social media platforms but make sure you’re constantly and I would suggest even weekly updating it. Certain businesses you might have to do it couple times a week, right? Just to show that you’re engaged and you’re in tune with what’s going on, right? Because people who are following you or are looking around they want to make sure that you’re in business still. Ultimately it’s about multiple touch points. You don’t know how people are searching at that time, right? So they want to make sure that you’re a real business, you’re active and you’re putting out the best information out there.
Roger: And that is one of the factors of. the many factors Google’s watching of your website is fresh content that’s coming in it’s one of the it’s called the signal and that signal is it you’ve got you’re adding this content and fresh you know, content and trending content that is gonna help you when you get called by Google to improve your ranking for search results.
John: Yeah and I think the last thing I want to talk about is just making sure you optimize all your pages especially if you’re a local business for local intent, right? Because it’s all about relevance right so if you want to target a specific geographic area and a very specific type of service make sure your page is all about that, right? Specify that and make sure that’s your goal on that page, right? Because people want to make it very generic and want to hit everyone but the more generic it is the more difficult is the rank?
Roger: To more refer to it is just like a broad search and it doesn’t convert well because it’s not , particular service they’re looking for that becomes a longer longer phrase we just call it longtail and that converts better.
John: Yeah so the more specific you target these keywords and landing pages that would stay to your website the better conversion rate limit is and it will help your business because you’re competing with less people and it converts better even though…
Roger: Cause you’re reaching the limit, you’re reaching the people specifically…
John: Looking for you. Exactly, even though the search volume might be a little bit less but the quality and the amount of leads are a lot higher.
Roger: Much higher.
John: The conversion rate is a lot higher.
Roger: So it’s interesting that as a strategy it’s counterintuitive if you think, “Oh, I should just go after the phrases that Google ad tool says, look at all the searches going for that search for that particular search. That isn’t necessarily gonna be good for you versus the longer phrase more specific locally based searches.
John: Yeah so again, it’s great that we’re giving you these tips but it all depends on you know, where you want to hit that customer throughout the buyer journey, right? So especially on a local business landscape you really care about delivering to that local customers through your local services and within that geographic area, right? So the broad term searches could be really just educate people on how to tips or guides, right? But really if you want to convert within that local service and city you should be targeting that, right?
Roger: Excellent well, in terms of these SEO tips and tricks and things that people, businesses need to address John, this has been very good. Nine tips today. I hope you’ve enjoyed this day, John. Thank you for your time.
John: Thank you Roger.
Roger: And we’ll see you again at Local SEO Today.
John: Thank you.
Roger: Thank you