Just like the other major types of SEO, local SEO is split into both the ‘on-page’ and ‘off-page’ aspects. Since local businesses often have small websites, the on-page SEO is often a lot easier and you can get away with a lot more being ‘technically incorrect’. Before we begin though, we like to do a site audit of both our website and competitor websites. The on-page checklist that we use before starting our local SEO campaigns is as follows:
- Site Speed. Does the website load in under 2 seconds?
- Mobile Responsiveness. Can the site be viewed on all devices?
- Site Structure. Are all the services & locations logically organised (silos)?
- Blog. Does the site regularly produce fresh, relevant content?
- Content. Is the content and user experience of the website up to standard?
- Titles, Meta & Headings. Are the keywords and LSI’s used in here?
- Schema. Does the site have local business schema markup?
- Internal Links. Does the site link well internally to the main content pages?
Once the above list has been signed off, we can then start the off-page optimisation of the website. The main areas that we look to improve upon are:
- ‘Google My Business’ Listing. Is it claimed and fully filled out / optimised?
- Local Business Citations. Are you in relevant, high authority directories and does the info on them match your GMB listings exactly?
- Social Profiles. Does the website have active social media profiles such as Twitter & Facebook?
- Backlinks. High-quality backlinks from both local sources and niche relevant authority websites.