LOCAL SEO: A Checklist for On-Page Factors!
It’s always a surprise when I get a new LOCAL SEO Campaign client and do a competitors analysis for their channel – and when I say surprised what I mean is that it’s really a set of on-page factors that must be done – and they’re not! That is, while the new client may not know what to do it’s the lack of just about anyone in their city and channel too, that always makes me shake my head with a “doh!”
Let’s say you run a legal firm in your city. You have (like any professional does) certain “areas of expertise” like perhaps “personal injury” or “trademarks and patents” – which ones you choose to specialize on is of course up to you but when it comes to Google et al, what you want to do is to let them know – yup, you’re the leader in that type of legal area in your city.
Simple, right? Sigh….not so much….and while it may be somewhat of an easy example to use lawyers or plumbers or locksmiths are all the same…they assume that because they are the “best” Google will know. They don’t – and that’s where a pro SEO practitioner can help!
Help you say, what can we do to point out to Google that you know your stuff in your city.
And to do that, here’s the checklist that we use to make our own SEO Campaign changes/modifications to the new client website to ensure that yup, search engines can read same, index same and then rank same.
- First thing is the title tag where you NEED to use both the city name and the firms name and the specialization area too like “Hamilton’s best Personal Injury law firm is still Smith & Smith” or some such syntax – readable by humans & rankable by search engines too!
- Next is the NAP – your firm name, your firm address and your firm local phone number…NO 1-800 numbers, NO other addresses anywhere else on the page. Got more than 1 location? Then make a seperate page for same….NO exceptions.
- META description must again include the firm name, firm specialization and city name…NO exceptions.
- Contact Us page must have that same NAP, including a map to same – PLUS – add in a link out to your firm’s Google+ page too!
- Content on that page should also include in local city items like memberships in the local Chamber or local Service clubs or any links that the search engines will “tie” with the city and learn that yup, your firm is a part of same!
- Google+ Publishers links are also important so make sure that you setup your Authorship credentials too!
- Use schema.org to setup your NAP too, including the address that search engines will “tie” to your site and city!
- Finally, your firm has talented staff…link on each and every Bio page to the staff members local city links, as well as their Google+, Facebook, Twitter and most imporantly to your own firm LinkedIn page too.
Is that it? Not by a longshot…but that’s where we begin for our clients….mostly be explaining what needs to be done and showing them the rationale for such changes/modifications works well.
Adding in a look at what we’ve been able to do for other local clients helps too, mind you…nothing better than using a search on Google for “Hamilton patent attorneys” and seeing our clients come up #1 is about the best way to show that the checklilst works, eh!Google