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What should I know about Google’s local search and small business SEO to get started?

If you’re wondering how to improve your local endeavor with small business SEO, then you’re finally in the right place. As below I’m going to tell you all about the right way of getting well-optimized for Google’s local SERPs with your small business – using basic SEO strategies that will help you get a nice point of kickstart right away, particularly if you’re completely new to it. So, let’s see what should be done to that point.

Running Standard Keyword Research

Basically, there are several generic keyword tools available in open access for every novice webmaster and site owner, such as Google’s good old Keyword Planner tool, or several other keyword research online toolkits like KeywordTool.io, UberSuggest, etc. Anyway, when it comes to getting the main list of core target keywords (as well as their long-tail search terms), even the basic tool would be nice to give you a lot of keyword ideas, at least to start creating the right localized content.

Facing Brand-New Reality of Local Search

As for Google’s local SERPs, an already competitive environment has recently become even tighter over there. The thing is that the world’s search giant will show now a so-called “mobile 3-pack” listing, which appears to be constantly pushing down organic results, and particularly the local ones, in the list of the relevant SERPs. As a result, all those recent changes mean that it would be even harder than ever to keep up with a really hard “cutthroat-level” online competition in local search. And small business owners using SEO organically (i.e., without employing PPC ads), will have to get well-prepared for facing this brand-new reality of Google’s local search. All that being said, here are some easy ways and a number of smarter actions you can start taking right now – to instantly give a spur to local rankings of your small business website, with its overall SEO performance gradually improved in the longer run.

Researching Keywords via “Local Search Simulation”

Here is the first easy hack you can readily employ to improve your website performance in local search. Given that Google’s auto-suggest feature can be extremely useful for generating some extra fresh keyword ideas, using it for identifying new hyper-local keywords (and particularly their long-tail expressions) is now a lot more complicated. Why? Simply because back in 2015, Google itself had eliminated the standard location-based search filtering option – generally due to its default feature that automatically detects the searcher’s location, trying to provide the best matching SERPs tailored to each user. I mean you can’t now see different search results – simply entering different names of the city/town or region to your core keyword (i.e., “SEO services UK”), and having radically different results in return. To compensate this loss, most of the experts recommend applying for one of the following methods:

Basic mode – on filling the initial search request created around your core keyword, try to modify the URL adding the “near” parameter (“&near=cityname”) – and enjoy the list of Google’s SERPs, just as if you’re really searching from the neighboring locale. 

More accurate solution – use advanced online software tools designed for targeting specific GPS coordinates is by far the most sure-fire way of letting Google's search algorithm geotarget your core keywords, besides being extremely useful for checking your local ranks too (i.e., quick ranking test of your website’s performance in organic SERPs – you can readily run it through every single location/region served with your business).

Focusing More on Easy Link-Building Techniques

No need to say that a high-quality link profile created on your website organically – is arguably the third most important ranking factor considered by the major search engines when determining your actual positions in the relevant SERPs. Note, however, that from the viewpoint of local search (and small business SEO in particular) – link building becomes even more important than ever. It means that your links, as well as their positive ranking signals used by Google (i.e., keyword-based link text anchor, link source PageRank and Domain Authority, total count of external links, etc.) – must now become the ultimate priority not only for a well-targeted local promotion, but the whole small business SEO strategy you’ve been running so far. But the thing is that high-quality link building always takes a lot of time and effort (of course, we’re not going to employ any Grey-Hat SEO or, God forbid, Black-Hat SEO approaches that can potentially give you a bulk load of low-quality automated/PBN-based paid links – that would be inevitably raising a red flag with Google, always followed with a severe ranking penalty, or even irrevocable website demotion in the search results). So, here is what I recommend to that point.

  • Based on the recent expert survey, the following local-focused places can provide you the highest chances for getting new backlinks: Chambers of Commerce, local websites with .EDU/.GOV domain extensions, big data aggregators (i.e., popular business directories, local citations), as well as small news/media sites, dedicated local blog pages, and press releases.

  • Consider utilizing “broken” link building opportunities. As for me, rushing out to scan high-ranking articles or local posts (and even the whole niche-related websites or blogs which seem enough promising for that) – is arguably the best way of locating & fixing broken “contextual” links. All you need is to inform the site owner or blog author on this unfortunate happening – and offer up your own web pages to new backlinks as a substitute (of course, given that you’re enough relevant to the subject/industry or a given locale).
  • After all, you might as well have a deep delve into web analytics and competitive research. Use one of the broadest online platforms, such as Ahrefs, Semalt Analyzer (my fave one ever), Open Site Explorer, or SEO Spider – to run an in-depth analysis on your closest niche competitors. Simply check out for the best findings and top relevant link donors, which are already employed at least by two local websites owned by your niche rivals. Ultimately, that must give you a sure-fire solution – all you need is to determine their estimated PageRank and Domain Authority, then make up a draft list with the most promising candidacies. After all, simply complete link outreach with equally good chance of getting a positive answer – and you’re done.
George Forrest
Thank you all for reading my article on Expert SEO! If you have any questions or comments, feel free to ask!
Emily Walker
Great article, George! SEO is crucial for businesses to improve their organic ranking positions.
David Harris
I agree, Emily! SEO is a powerful tool. George, could you explain the best way to approach local search optimization?
George Forrest
Absolutely, David! The best way to approach local search optimization is to focus on optimizing your website content with relevant keywords, ensuring your NAP (Name, Address, Phone Number) is consistent across all online directories, and building high-quality backlinks from local websites. This helps search engines understand your business's relevance in the local market.
Sarah Thompson
George, what are your thoughts on using paid search ads alongside SEO efforts? Do they complement each other?
George Forrest
Good question, Sarah! Paid search ads and SEO can definitely complement each other. Paid ads can provide immediate visibility while SEO works its magic in the background. It's important to find the right balance and use a combination of both strategies to maximize your online visibility.
Daniel Wilson
I've heard about cunning SEO packages promising quick results. Are they worth investing in, or are they just scams?
George Forrest
Cunning or quick-fix SEO packages are often scams, Daniel. They may promise quick results, but they rarely deliver sustainable improvements. It's better to invest in legitimate SEO services that focus on long-term strategies and ethical practices. Quality SEO takes time and consistent effort.
Hannah Bryant
George, what are some of the top SEO services you would recommend for improving organic ranking positions?
George Forrest
Great question, Hannah! Some top SEO services include optimizing website structure and meta tags, conducting thorough keyword research, creating quality content, building authoritative backlinks, and monitoring performance using analytics tools. These services help improve organic ranking positions and drive targeted traffic to your website.
Lucas Roberts
Is local SEO different from general SEO? What are the key factors to consider for local SEO success?
George Forrest
Good question, Lucas! Local SEO does have some unique factors to consider. Key elements include optimizing your website for local keywords, creating and updating Google My Business profiles, managing online reviews, and fostering local citations. These factors help businesses improve their visibility in local search results.
Emma Reed
What pricing models do SEO agencies usually follow? Is it better to go for fixed packages or customized SEO plans?
George Forrest
That's a great question, Emma! SEO agencies typically follow different pricing models. Some offer fixed packages with predefined services, while others provide customized SEO plans tailored to the specific needs of each client. The choice depends on your budget, business goals, and the level of SEO expertise required.
Jason Brown
Hi, George! How long does it usually take to see improvements in organic ranking positions after implementing SEO strategies?
George Forrest
Hello, Jason! It varies depending on several factors such as the competitiveness of your industry, the current state of your website, and the effectiveness of your SEO strategies. Generally, you can start seeing improvements within a few weeks to several months. Patience and consistent effort are key to long-term success.
Olivia Turner
George, do you recommend any specific tools or software to track and analyze the performance of SEO campaigns?
George Forrest
Absolutely, Olivia! Some popular tools for SEO performance tracking and analysis include Google Analytics, SEMrush, Ahrefs, and Moz. These tools provide valuable insights into website traffic, keyword rankings, backlinks, and other essential metrics to help you fine-tune your SEO campaigns.
Michael Clark
It seems like SEO is constantly evolving. How can businesses stay updated with the latest SEO trends and algorithm changes?
George Forrest
You're right, Michael! SEO is indeed constantly evolving. To stay updated, businesses can follow reputable SEO blogs, attend industry conferences, participate in webinars and online forums, and engage with SEO experts. It's important to keep learning and adapting to the changes to maintain a competitive edge.
Sophia Lee
Hi George! Is it better to hire an in-house SEO specialist or outsource SEO services to an agency? What are the pros and cons?
George Forrest
Hello, Sophia! The choice between hiring an in-house SEO specialist or outsourcing to an agency depends on various factors. In-house specialists offer better control and immediate communication, but agencies provide a wider range of expertise, flexibility, and cost-effectiveness. It's essential to assess your business's specific needs and resources before making a decision.
Isabella Martinez
George, what are the risks associated with improper SEO techniques? How can businesses avoid them?
George Forrest
Great question, Isabella! Improper SEO techniques can lead to penalties and damage a business's online reputation. To avoid such risks, businesses should prioritize using ethical SEO practices, staying up-to-date with search engine guidelines, avoiding black hat tactics, and partnering with reputable SEO professionals or agencies who follow industry best practices.
Jacob Young
George, what role does social media play in improving organic ranking positions? Are social signals important for SEO?
George Forrest
Good question, Jacob! Social media indirectly influences SEO by enhancing brand visibility, driving engagement, and obtaining backlinks from social platforms. While social signals are not direct ranking factors, they can have an impact on your website's overall visibility and online presence.
Ava Green
Thanks for the informative article, George! Can you recommend any resources to learn more about SEO for beginners?
George Forrest
You're welcome, Ava! Some great resources to learn more about SEO for beginners include Moz's Beginner's Guide to SEO, HubSpot Academy's SEO courses, and the SEMrush Academy. These resources provide valuable insights and practical tips to help beginners understand and implement SEO strategies effectively.
Jonathan Collins
Hello George! How can businesses identify the most relevant keywords for their SEO campaigns?
George Forrest
Hello, Jonathan! To identify relevant keywords, businesses can start by brainstorming the terms and phrases that potential customers may use to find their products or services. They can also leverage keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to discover popular and relevant keywords in their industry. It's important to focus on keywords with high search volume and reasonable competition.
Sophie Wright
Hi George! Are there any major SEO mistakes that businesses should avoid?
George Forrest
Hi, Sophie! There are a few common SEO mistakes businesses should avoid. These include keyword stuffing, buying backlinks, using duplicate content, neglecting website usability, and ignoring mobile optimization. It's crucial to follow SEO best practices and prioritize user experience to avoid these pitfalls.
Ethan Phillips
Hi George! How important is website speed in SEO? Does it affect organic ranking positions?
George Forrest
Hello, Ethan! Website speed is indeed important for SEO. Faster-loading websites provide better user experience, which can result in higher engagement, lower bounce rates, and increased organic ranking positions. Search engines prioritize delivering the best user experience, so optimizing your website's speed is always beneficial.
Zoe Wilson
Hello George! Are there any SEO techniques that worked well in the past but are now considered outdated?
George Forrest
Hello, Zoe! Yes, some SEO techniques that were once effective are now outdated. For example, excessive link building, keyword stuffing, and irrelevant directory submissions are practices that search engines now penalize. It's important to stay updated with the latest SEO trends and adhere to current best practices.
Elliot Turner
Hi George! What are your thoughts on using schema markup for SEO? Can it improve organic ranking positions?
George Forrest
Hi, Elliot! Schema markup is valuable for SEO as it helps search engines understand the content and context of information on your website. By implementing schema markup correctly, you can enhance your website's visibility and potentially improve organic ranking positions. It's an effective way to provide more relevant and structured data to search engines.
Aiden Mitchell
George, what are some common challenges businesses might face in implementing effective SEO strategies?
George Forrest
Good question, Aiden! Some common challenges in implementing effective SEO strategies include strong competition, algorithm updates, limited resources, and lack of technical knowledge. However, with proper planning, continuous learning, and strategic execution, businesses can overcome these challenges and achieve successful SEO outcomes.
Oliver King
Hi George! Are there any DIY SEO techniques that small businesses can implement without professional help?
George Forrest
Hello, Oliver! Absolutely. Small businesses can implement various DIY SEO techniques, such as optimizing their website's meta tags and content, creating informative blog posts, building a presence on social media platforms, and seeking local citations. While professional help can be valuable, these tactics can enhance a small business's online visibility at a minimal cost.
Liam Cooper
George, what trends do you see shaping the future of SEO?
George Forrest
Good question, Liam! Some trends shaping the future of SEO include the growing significance of mobile optimization, the rise of voice search, the increasing importance of user experience, and the integration of AI and machine learning into search algorithms. Staying ahead of these trends can help businesses maintain a competitive edge.
Grace Scott
Hello George! How can businesses optimize their websites for voice search? Are there any specific strategies to focus on?
George Forrest
Hello, Grace! Optimizing for voice search requires a focus on natural language and user intent. Businesses can focus on long-tail keywords, create conversational and informative content, optimize their website's performance for mobile devices, and ensure their website provides structured data that search engines can utilize. These strategies can help businesses adapt to the increasing popularity of voice search.
Benjamin Carter
George, what are your thoughts on link building? Is it still an important aspect of SEO?
George Forrest
Good question, Benjamin! Link building is still an important aspect of SEO. However, the focus has shifted towards quality rather than quantity. Building high-quality and relevant backlinks from authoritative websites can have a significant impact on improving organic ranking positions and driving targeted traffic. It's essential to prioritize ethical link building practices.
Zara Lewis
Hello George! Are there any SEO best practices for e-commerce websites? Any tips to optimize product pages?
George Forrest
Hello, Zara! For e-commerce websites, it's vital to optimize product pages effectively. Some tips include optimizing product titles and descriptions with relevant keywords, using high-quality images, providing detailed product information, implementing customer reviews, and optimizing the website's navigation and checkout process. These practices can enhance user experience and improve organic ranking positions for product-related searches.
Callum Reed
Hi George! Are there any penalties or risks associated with using SEO services from low-quality agencies or freelancers?
George Forrest
Hello, Callum! There are indeed risks associated with using low-quality SEO services. Such services may employ black hat techniques that violate search engine guidelines and lead to penalties or even deindexing. It's crucial to partner with reputable agencies or professionals with a proven track record and follow ethical SEO practices.
Victoria Morris
Hello George! What are your thoughts on local link building? How can businesses get local backlinks?
George Forrest
Hello, Victoria! Local link building is valuable for improving local SEO. Businesses can get local backlinks by reaching out to local directories, local newspapers or bloggers, local business organizations, or participating in community events. Building relationships with other local businesses can also lead to opportunities for mutual backlinking. It's all about establishing relevance in the local online community.
Jessica Cooper
Hi George! What are some on-page SEO elements that businesses should focus on for better rankings?
George Forrest
Hello, Jessica! Some key on-page SEO elements to focus on include optimizing page titles and meta descriptions, using header tags to structure your content, incorporating relevant keywords naturally, optimizing image alt attributes, improving page load speed, and ensuring mobile-friendliness. These elements help search engines understand and index your web pages effectively.
Luke Harris
George, what are your thoughts on competitor analysis for SEO? Can it be beneficial for improving organic ranking positions?
George Forrest
Good question, Luke! Competitor analysis is indeed beneficial for SEO. By analyzing your competitors' strategies, keywords, and backlinks, you can gain insights into their strengths and weaknesses. This knowledge allows you to refine your own SEO efforts, identify new opportunities, and stay ahead of the competition in organic ranking positions.
Natalie Green
Hello George! Is there a specific content length that works best for SEO? Do longer articles rank higher?
George Forrest
Hello, Natalie! While there's no specific content length that guarantees higher rankings, longer-form content often performs well in organic search. It allows for more comprehensive coverage of a topic, higher keyword density, and increased opportunities for backlinks. However, it's important to prioritize content quality, relevance, and user engagement over length alone.
Max Turner
Hi George! Are there any local SEO strategies that can help small businesses compete with larger competitors?
George Forrest
Hi, Max! Absolutely. Local SEO offers excellent opportunities for small businesses to compete with larger competitors. Strategies include creating localized content, targeting long-tail keywords with local intent, optimizing Google My Business listings, building local citations, leveraging online reviews, and engaging with the local community through events or sponsorships. These tactics help establish a strong local presence.
Ruby White
Hello George! How important are SSL certificates for SEO? Do they impact organic rankings?
George Forrest
Hello, Ruby! SSL certificates are important for SEO. They provide a secure connection between the user's browser and the website, ensuring data privacy and integrity. While SSL certificates themselves may not have a direct impact on organic rankings, Google has confirmed that HTTPS is a ranking signal, providing a slight advantage over non-secure websites.
Dylan Price
George, can businesses recover from Google penalties? What steps should they take to regain organic rankings?
George Forrest
Good question, Dylan! Businesses can recover from Google penalties, but it requires identifying the cause of the penalty, rectifying the issue, and submitting a reconsideration request to Google. The steps to regain organic rankings depend on the specific penalty and may involve removing spammy backlinks, fixing on-page issues, or addressing thin or duplicate content. It's crucial to follow Google's guidelines and ensure your website adheres to best practices.
Mia Parker
Hello George! How can small local businesses rank higher in Google's local map pack? Any tips?
George Forrest
Hello, Mia! To improve rankings in Google's local map pack, small local businesses can optimize their Google My Business listing by providing accurate and detailed information, obtaining positive customer reviews, adding photos, ensuring consistency across local directories, and optimizing their website for local keywords. These steps increase the chances of appearing prominently in the map pack for relevant local searches.
Madison Lewis
Hi George! Can social media shares impact organic ranking positions? Should businesses focus on social sharing for SEO benefits?
George Forrest
Hi, Madison! While social media shares themselves are not direct ranking factors, they can indirectly impact organic ranking positions. Social sharing can increase your content's reach and visibility, potentially generating more backlinks and driving traffic to your website. Additionally, social signals, such as engagement and brand mentions, can contribute to your website's overall authority and trustworthiness, which can positively influence rankings.
Charlie Watson
George, how important is user experience for SEO? What elements should businesses focus on?
George Forrest
Good question, Charlie! User experience is crucial for SEO. Search engines prioritize delivering the best experience to users, so businesses should focus on various elements, including website speed, mobile-friendliness, intuitive navigation, clear calls-to-action, high-quality and relevant content, and easy-to-use forms. Prioritizing user experience not only improves organic ranking positions but also boosts visitor engagement and conversions.
Harper Wright
Hello George! Can businesses optimize their SEO without technical expertise? Are there beginner-friendly tactics?
George Forrest
Hello, Harper! Businesses can certainly optimize their SEO without extensive technical expertise. Beginner-friendly tactics include conducting keyword research, optimizing on-page elements like titles and descriptions, creating valuable content, utilizing social media for increased visibility, obtaining online reviews, and building relationships with relevant websites for backlink opportunities. It's all about starting with the basics and gradually expanding your SEO knowledge.
Austin Davis
George, how does SEO differ for different industries? Are there any industry-specific considerations?
George Forrest
Hello, Austin! SEO can indeed differ across industries due to varying levels of competition, audience behavior, and search intent. Some industry-specific considerations include keyword selection based on industry jargon or customer preferences, local targeting for location-based services, content strategy based on industry-specific topics or trends, and leveraging industry-specific directories or platforms for backlinks and visibility.
Caleb Bennett
Hi George! Can you explain the concept of domain authority? How does it impact organic rankings?
George Forrest
Hello, Caleb! Domain authority is a metric that represents the overall strength and credibility of a website, developed by Moz. It's calculated based on various factors such as the quality and quantity of backlinks, website age, and content relevance. Websites with higher domain authority generally have a better chance of ranking higher in organic search results, as search engines perceive them as more trustworthy and authoritative.
Violet Anderson
Hello George! How can businesses leverage content marketing for SEO benefits? Any tips on creating valuable content?
George Forrest
Hello, Violet! Content marketing is essential for SEO as it helps businesses create valuable and relevant content that resonates with their target audience. Tips for creating valuable content include identifying your target audience's pain points and providing solutions, conducting thorough research, using engaging formats like videos or infographics, optimizing for relevant keywords, and promoting your content through various channels. Valuable content attracts visitors, earns backlinks, and improves organic ranking positions.
Claire Foster
George, what are your thoughts on featured snippets? Can businesses optimize their content to appear in featured snippets and gain more visibility?
George Forrest
Good question, Claire! Featured snippets are indeed valuable for gaining more visibility. Businesses can optimize their content to increase the chances of appearing in featured snippets by structuring their content with clear headings, answering commonly-asked questions, providing concise and informative summaries, and using schema markup where appropriate. Creating content that directly addresses user queries and meets search intent increases the likelihood of being featured.
Ellie Turner
George, what are your favorite resources or communities for staying updated with the latest SEO news and strategies?
George Forrest
Hello, Ellie! Some of my favorite resources for staying updated with the latest SEO news and strategies include reputable blogs such as Moz, Search Engine Journal, and Search Engine Land. Engaging with communities on platforms like Reddit or joining industry-specific forums can also provide valuable insights and discussions on SEO trends and best practices.
Sienna Foster
Hello George! How important is mobile optimization for SEO? Is it a ranking factor?
George Forrest
Hello, Sienna! Mobile optimization is crucial for SEO and user experience. Mobile-friendliness is a confirmed ranking factor, and search engines prioritize delivering the best mobile experience to users. Optimizing your website for mobile devices improves page load speed, accessibility, and user engagement, which can positively impact your organic ranking positions.
Brandon Turner
Hi George! Are there any quick wins or low-hanging fruits in SEO that businesses can benefit from?
George Forrest
Hi, Brandon! Absolutely. Some quick wins in SEO include optimizing meta tags, improving website speed, fixing broken links, using descriptive URLs, implementing structured data, and utilizing internal linking. These tactics can provide immediate improvements to user experience, crawlability, and overall website performance.
Lily Edwards
George, what are some ethical SEO practices that businesses should follow to ensure long-term success?
George Forrest
Good question, Lily! Some ethical SEO practices include focusing on user experience, creating valuable content, building natural and relevant backlinks, adhering to search engine guidelines, using descriptive and relevant meta tags, optimizing for relevant keywords, and engaging in transparent and honest practices. Following these practices ensures long-term success and avoids any potential penalties or negative impacts on your website's reputation.
Jake Parker
Hello George! How can businesses effectively track the success of their SEO campaigns?
George Forrest
Hello, Jake! Businesses can effectively track the success of their SEO campaigns by utilizing tools like Google Analytics to monitor website traffic, organic search referrals, and keyword rankings. They can measure conversions, track user engagement metrics, and set up goal tracking to analyze the impact of SEO efforts on business outcomes. Regular monitoring and data analysis provide insights into the effectiveness of your SEO strategies.
Cameron Murphy
Hi George! Can you explain the concept of E-A-T in SEO? How does it affect organic rankings?
George Forrest
Hello, Cameron! E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It's a concept that Google considers when evaluating the quality of web pages. Websites that demonstrate expertise, authoritative content, and trustworthiness are more likely to rank higher in organic search results. Factors such as quality backlinks, accurate information, positive user reviews, and reputable author profiles contribute to the E-A-T factor.
Elijah Taylor
George, how important is it to have a responsive web design for SEO? Does it impact rankings?
George Forrest
Hello, Elijah! Having a responsive web design is crucial for SEO. Search engines prioritize delivering a seamless user experience across devices, and responsive design ensures that your website adapts and performs well on smartphones, tablets, and desktops. It improves site accessibility, reduces bounce rates, and positively impacts your organic rankings.
Stella Walker
Hello George! Can businesses see immediate results after implementing SEO strategies, or does it take time to see improvements?
George Forrest
Hello, Stella! SEO is a long-term strategy, and it typically takes time to see significant improvements in organic rankings. While some minor changes may have immediate impact, substantial results usually require consistent effort, quality content, and a comprehensive SEO approach. It's important to set realistic expectations and focus on continuous improvement rather than expecting overnight success.
Nathan Collins
George, can a website be SEO-friendly if it has a lot of images or videos? Any recommendations to optimize visual content?
George Forrest
Hello, Nathan! A website with images or videos can still be SEO-friendly. To optimize visual content, it's important to use descriptive file names and alt tags for images, compress large image files to improve page load speed, provide transcripts or captions for videos, and optimize video metadata. These practices help search engines understand and index your visual content effectively.
George Forrest
Thank you all for the engaging discussion on SEO! I hope you found the answers valuable and informative. Feel free to reach out if you have any further questions. Wishing you all success with your SEO endeavors!

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