An SEO Strategy That Works For DIYers Part 2
A good SEO strategy has many parts that need to be addressed. Most local business owners, however, have an advantage over their global competitors. See why.
Local and global business owners both need fresh content as I talked about in my article “An SEO Strategy That Works For DIYers”.
The biggest difference I see between local business owners and global business owners is that the local business owner usually knows their target audience better which makes it easier to create highly targeted content.
Additionally, they are facing fewer competitors and many of those competitors aren’t consistently adding fresh content to their websites.
When you are competing in the local marketplace against local business owners that aren’t consistently giving the search engines what they want, you have to put less effort into all of your SEO efforts to be viewed as the market leader in that space by Google.
You need to have a virtual presence almost everywhere to attract website visitors that you can turn into prospects and then customers.
This is a much easier task to accomplish for a local business owner than for one that is trying to market globally.
A local business owner can add his or her business listing to local directories which will give them a link from a high authority website that someone marketing in the global environment cannot utilize.
The local directories that you need to be in for your business will vary from niche to niche. With that being said, there are a few directories that are common across most niches and they are:
- Google My Business (Google+ Local)
- Bing Local
- Yahoo Local
- Facebook Places (A Facebook business page that has places as the category)
- and more depending upon your niche
These are only a few of the hundreds of directories that are available in almost any given niche.
In addition to these general directories there may be niche directories targeted specifically at your industry.
Some niche directories may be very important to you and your business.
One thing every directory has in common is that they allow consumers to leave reviews on them.
Your local business may have a presence in some or maybe even many of these local directories without you even knowing that they exist.
The directories that you didn’t know existed may also have reviews about your business that customers have left that could be helping or hurting your business.
The sad thing is that you won’t be able to do anything about marketing a positive reviews that may exist or reaching out to the customers that left bad reviews to try and correct the situation if you aren’t monitoring these directories.
Many local business owners, like you, don’t have the time to monitor all of these directories or the knowledge on how to respond to customers that leave reviews or even if you should respond.
Links coming into your website from other websites are viewed as votes by the search engines as to the relevancy and authority of the page the link is pointing to.
Not all links are created equal and some may actually harm your site if they come from the wrong place or if you have too many links that use the same anchor text.
Some of the information available on the Internet about search engine optimization will give you a certain percentage of links that can have your primary keyword in the anchor text.
DO NOT accept this advice at face value.
If you use a fixed percentage as your basis and you have 100 or fewer incoming links, your linking profile may not look natural to the search engines but if you have a site that has thousands of incoming links from a wide variety of domains you can use your primary keyword as anchor text more often without being penalized.
Depending upon your niche and your competition, a local business owner may only need a handful of quality incoming links in addition to their directory listings to overpower their local competitors.
Some of the best links that you can have coming into your website are links coming from videos that you have on sites such as YouTube, Daily Motion and Vimeo.
When your videos are viewed, commented on, shared or embedded on someone else’s website, they gain authority which makes the link coming to you even more powerful than just a link from a high authority website.
Contextual links that show up in body content in an article on blogger.com, WordPress.com or some other Web 2.0 property have the potential to give you more authority than those coming from an article directory such as Ezine Articles.
Use optimized images whenever you can because some people use Google images and Bing images to find the content that they are seeking.
Photo sharing sites such as Flickr and Photo Bucket can also be sources of links and traffic to your website.
Sites that allow you to share your PDF documents, PowerPoint slides or podcasts are additional ways for you to gain fans, traffic and prospects.
You should never forget social media sites. The one that’s most important to you and your business will depend upon the niche that you are in and whether or not you are marketing locally or globally.
Most local business owners will not have to have a really utilize everything I’ve mentioned above but many of these resources can and should be used to a certain extent to expand your visibility and to stay ahead of your competitors.
Share this with your friends and colleagues then leave your thoughts below.
Last 5 posts in Search Engine Marketing (SEM/SEO)
- How To Win In Local Search - August 12th, 2017
- Is Your Business Content Ready For Search in 2017? - January 14th, 2017
- 7 Questions You Need To Ask An SEO Firm Before Hiring Them - January 7th, 2017
- What Type Of SEO Should A Local Business Use? - July 2nd, 2016
- An SEO Strategy That Works For DIYers - March 19th, 2016