Winning at Local SEO
Local SEO should play a vital role in your digital marketing campaigns. However, you need to realize that every Local SEO project is unique.
Some search engine optimization experts don’t understand this. This is the primary reason why they are unable to help their clients get high rankings for local search queries.
You will not be able to use the cookie-cutter approach for your clients. You cannot use a general search engine optimization checklist, correct issues, and head to your next client. If you use this approach, you will be doomed from the start.
With Local SEO, you’re faced with two sets of organic results, algorithms, and maps. Please keep in mind that the maps can be challenging because they are dependent upon several data sets. They are also reliant on the map bot.
This particular SEO case study is for a local cab company in a competitive market. Over 300,000 people live in our client’s area.
Travel experts estimate that 60 million people visit this city every year. There are two international airports within 40 miles of the targeted area.
The client wasn’t interested in investing capital in pay-per-click campaigns. They wanted to get organic traffic. This makes sense because it will take thousands of dollars for them to get consistent results from an exceptional pay-per-click marketing campaign.
The client’s organic ranking was decent for local-based search queries, but their website was not showing up in the local pack for the city searches. I knew this was hindering their ability to market their services in the city.
I would like to post the client’s domain, but I don’t want to give their competition an opportunity to steal this invaluable search engine optimization strategy. The cab industry is notorious for being sleazy.
We also have to take Uber into consideration. They are in the mix. Uber is another strong competitor in the industry.
I checked out the website. I looked at the local pack positions and organic positions.
I decided on addressing the following things:
- Do some on-site work.
- Make some changes to the in-city location guides.
- Change the NAP.
- Rewrite the airport location content.
Do I look at NAP in local SEO first?
When I evaluate a client’s website, the NAP is the first thing that I take into consideration. With this website, I knew I had to make some adjustments to the NAP.
It’s essential for me to point out that the NAP was fine, but I wanted to cover all the bases. I tried to target every local search query.
I knew this was a risky move. However, I wanted the client to have a solid organic ranking. If my tactic backfired, the client’s site would not drop in the rankings.
Please keep in mind NAP changes are not picked up by the search engines overnight. It typically takes several days or several weeks for the search engines to notice the changes.
As I stated earlier, every local search engine optimization project is unique. I was a little nervous about this SEO project, but I knew that my experience with search engine optimization would prevail.
I was going to do everything in my power to make sure that my client’s business would not suffer. In the end, I knew my efforts would help me create a great local SEO marketing plan.
The website was doing fine in the organic rankings, but I made some small adjustments to the following:
- I made some changes with the city on the page/services section.
- I changed the telephone number.
- I placed the top-line nav bringing services bar at the beginning so that the site could excel in mobile rankings.
- I made sure the geoRadius matched the Google Business Listing radius.
In-City Location Guides
As I stated earlier, I wanted my client’s website to rank organically for every local search query. I focused on the following keywords: Restaurant parking, station taxi, hotel parking, parking, taxi ranks, and parking.
I felt these keywords are being used by people visiting the area. If I could get my client’s site to rank for these keywords, they would get more business.
Don’t forget that my client’s website was not showing up in the local packs for these search terms.
It took me three hours to create a downloadable Google maps. I was excited to see that the taxi rank guide has been viewed more than 180,000 times.
I thought it would be a great idea to use video content from the dashcams inside the cabs. The videos gave short cut tips around the area. I knew my client’s prospective customers would appreciate this.
We enjoy going the extra mile for our clients, so we also added an attractive content calendar to the site.
We faced a unique situation. We knew we had to change the address information. This can be risky, but we knew it had to be done.
My client’s location is three miles away from the city center. It’s in the northern end of the city and roughly 60 meters away from a nearby county.
I made a sharp correction to the PIN Marker located at the rear of the building. This moved the location to a parallel road outside the next state. If this were not a Service Area Business, I would not have changed the PIN Marker.
I changed the street address and city. The road in that vicinity was near the end of this state and the start of a new state.
Fortunately, this client did not fall to the hype of getting spammy directory links to their website. Getting links from directories can work, but you must make sure that they are held in high regard by Google. If they are not, you should stay away from them. They can ruin your chances of getting a high ranking.
Luckily for this business, they used the leading aggregators. The address change took full effect within several days. If I’m not mistaken, the difference was reflected within eight days.
I just want to make a quick point. The address change took place without the suburb.
We put the new addresses on a blog and published them with posts on G+. We knew that G+ would help the new links get discovered by Google. This technique works exceptionally well.
After the changes were made, my client’s website made its appearance in the local pack for the primary search queries related to that city.
It took a little innovation, but we were able to increase our client’s visibility in their area. In return, they could expect to compete with other cab companies in the city.
Airport Location Content
There are two airports located near my client’s city. This area gets over 60 million tourists every year. It doesn’t take a rocket scientist to see that airport transfers are incredibly profitable. I wanted to help my client capitalize on this, so I decided to make a few changes to the airport location content.
The airport transfer pages needed more quality content. I knew this would help it get into the local pack.
There’s an old saying, “It’s the little things that count.” I was confident that adding relevant content to the airport transfer pages would pay big dividends.
The content for these pages included the following: Primary guide to the airport, detailed maps to the terminal parking areas, and essential information for travelers who would like to use the train.
My team felt it would be the right decision for our client to establish good relationships with off-site airport parking companies. We sent emails to these companies and tagged their social media pages.
This put my client in a position to get links from them. You cannot turn down the opportunity to get quality links. As you know, quality links will give your site a massive boost in the rankings.
Everything went according to plan. The client’s site improved in the rankings. This helped them get more business.
We know that Google is notorious for changing its algorithm. This is why we are expecting fluctuations to take place in the future.
We’re not worried about it. We will be more than happy to make adjustments to this client’s website. We will refine their pages with ease.
It’s imperative to have a severe dialogue with your client. This will help you uncover their needs and goals.
In this case, we knew that our client could not afford to miss calls from prospective customers. If they did, they would be leaving money on the table.
We increased their visibility for every local search query. This puts them in place to get these critical phone calls.
You must have a full understanding of the client’s location in maps. You must also know how Annabot views the city and surrounding county lines.
This case study should help you create a solid SEO game plan for your client.
If you take heed to the details in this SEO case study, there’s no reason why your client will not be able to dominate the local SEO rankings for their targeted keywords.