What Does the Local SEO Process Look Like?
Step 1: Assess Your Website
Do you know how well your website performs compared to your competition websites? If you don’t, then you probably need to step back and do an SEO assessment of your website. Start by asking yourself some basic questions about your website.
What does your site speed look like? Google, Yahoo, Bing, DuckDuckGo, Baidu, and other search engines hate slow websites as much as you do, and they penalize slow sites accordingly. Google offers a free website lab testing tool, Google PageSpeed Insights, to test your website load speed and identify improvement opportunities. Additionally, you can use the free Screaming Frog SEO Spider tool to get a picture of how your basic page elements may be helping or hurting for SEO.
At Off Osborn, we have developed a free SEO report tool to give you the data you need, for free. Use it to check your website for what our experts look for today!
Step 2: Perform Onsite SEO and Onpage SEO
Once your website’s load speed is optimized and performance issues have been solved, we optimize the various types of onsite and onpage content on your website to meet Google’s expectations.
Google measures your domain authority (DA) for your site and a page authority (PA) for every page on your site. Since DA and PA are ranked on a scale of 1 to 100 for all websites, your goal is to have as high of a DA and PA as possible. Here’s what we do:
- Keyword Research to understand the search patterns and language of your target audience
- Descriptive URLs and Page Titles to ensure that each URL is relevant to keywords
- Page Title Tag and Meta Description optimization to drive clicks
- Content Optimization to naturally integrate keywords and variations into content
- An aesthetically pleasing User Experience (UX) to make the site easy to navigate and pleasant to browse
- Strong Calls to Action to intuitively guide users to what to do next
- Schemas to make your content more presentable to Google
- AMP (Accelerated Mobile Pages) implementation for improved SEO performance on mobile devices
- Structured Data Markup to improve CTR, or click-through rates
Step 3: Optimize your Services, Credibility, Content, & GMB
Think of your website as another way of packaging and delivering your content in the marketplace. It is your sales pitch to prospective customers. Search engine indexing algorithms now commonly use artificial intelligence to evaluate websites on the content that they provide.
How clearly does your website communicate your Services? Can users tell what you do and where you do it? Are your descriptions of your services accurate and informative?
Does your online presence show Credibility? Why should a prospective customer choose your business over your competitor’s business?
How informative is your Content? Does your website provide useful information to prospective customers that they will not also find on competitor websites? Do you have a blog, and is your blog updated regularly with original and helpful content that adds value to users? Does your content present you as an expert and put your business in front of prospective customers early in the sales process?
What does your Google My Business listing look like? How well does it reflect your services, credibility, and content? If there isn’t much on your GMB, let’s get it updated to reflect what your business is really like!
Step 4: Building Offsite Domain Authority
Onpage SEO is important, but it isn’t everything. To make progress in your SEO campaign, you have to establish your offsite domain authority. Does your website, social media, and local mentions on Google Business, Yelp, or Foursquare share a consistent name, brand image, address, and phone number? Have you built up positive reviews on these sites? Do Web 2.0 blogs mention your business in their content?
What other websites link to your website? These websites are your backlinks. Are these backlinks coming from quality sites relevant to you?
Having a strategy to get the right backlinks for your website is key, but building the right backlinks requires time, expertise, and resources. You will need an experienced SEO professional who has specialized tools to evaluate and categorize existing backlinks and design a custom backlink building campaign to gain the positive action backlinks you need.
Search engine crawlers cannot connect the various pieces of your Internet portfolio if they do not backlink to your website and share meaningful connecting information. If you have not yet built up and established these offsite assets, let’s get them started today!
Step 5: Planning for Conversions, Productization, and Maintenance
First, how well does your website convert into business opportunities? Your website should have a good conversion rate that converts as many of your website visitors as possible into customers who value your services.
Second, did you notice how this webpage integrates products for each of our SEO services that you can easily view and purchase? That’s productization. People who find you when they are searching on Google find you because they want or need what you have to offer, and if your website makes it easy for them to buy your service as a product, you will increase the amount of business you win through your website. How good is the productization on your website?
Third, SEO is not a one-and-done process. Google regularly updates its algorithms, and you need to make sure that your SEO person keeps your website on top of whatever next thing Google sends your way. What is your plan for maintaining your SEO?
Ready to Get Started with SEO?
At Off Osborn, we are happy to answer any questions you may have about SEO. If you want to talk to the experts and learn more about the SEO process, book a call with our experts today!