Local SEO can determine your success or failure in the search engines. This in turn can determine your success in business. So local SEO is definitely worth looking into.
First things first.
Today’s article, however, is about the Pareto 20% that produce 80% of the results. Plus, when you experience the quick and easy wins, you may want to put in more persistent and hard work.
And persistent and hard work is always needed, unfortunately.
Let’s get to it.
Preparation
Preparation is easy – write down exactly:
- What is the name of your company
- what contact information do you have (address, phone)
- what industry are you in
This looks stupid, but really do it.
Search engines put a lot of emphasis on keeping your data consistent and
+420 6070917 ≠ 6070917
Brno Královo Pole, 611484 ≠ Královo Pole, 611484
Digital Services ≠ Online Marketing (if you’re picking a business area from the list, it’s different, there’s obviously a related industry the best you can pick if the industry isn’t the same on the menu).
1. Optimized Google my Business (GMB) profile
If there’s one thing you should do based on this article, set up a Google My Business profile. If you already have one, optimize it.
The profile in GMB is responsible for making you appear in the sidebar search if people search for your business name.
Navíc se zobrazíte i v Google maps, if people enter your company name, or a phrase like “web designer Brno”, “locksmith”, “winery nearby” and so on.
But to show up for more general terms, your profile must already have a bit of history and be perfectly optimized.
Therefore, take the time to click on the exact categories your business falls into, add opening hours, ask customers for references…
Once you’ve filled out the profile, fill it out on the Czech equivalent of GMB Firmy.cz from Seznam.
So we have a foundation to build on. But to start showing up on Google and Seznam maps for more general terms, you need to convince the search engines that you are truly local and really do what you claim.
How do you achieve this?
2. Directories
Did you get the chills? I get it, me too.
Catalogues have a bad reputation, and I believe deservedly so. Still, you should use them in SEO.
Our goal is not to generate any traffic from catalogs (which is why I highly recommend avoiding paid listings and premium services – unless it’s a verified and industry-specific catalog like navolnenoze.cz and the like).
What do we want to achieve in the catalogues?
You want to get a network of backlinks with one goal: to convince search engines that you really do what you do.
Registration Guidelines
- Always provide the same (true) information everywhere – even if you can avoid spam calls
- NEVER put anything, neither visibility, nor premium profile, nor anything like that
- Do not put credit card details and the like anywhere
- Avoid downright fraudulent sites
What directories to sign up for
Global
Local
Enter CATALOG COMPANIES + CITY in the search and you’ll see, I recommend selecting at least 10.
Strategies
If you just want the basics, sign up for the global catalogs and don’t worry about the rest. If you’re in a competitive industry where an extra local listing can be of great value, I recommend taking advantage of the directories as much as possible.
Personally, I always aim for at least 30 listings (10 global and 20 local). However, if you choose to do this, expect a few weeks where operators will call you with more or less fraudulent offers.
But don’t worry, after 3 weeks it will be quiet again.
3. Scattered “local” keywords across pages
If you want to pop up under the keyword phrase “Brno tailoring” both the word “tailoring” and the word “Brno” must appear within your site.
I recommend choosing 5 – 10 phrases that are important to you. Then “scatter” them around the site.
I recommend not overdoing it, otherwise Google can (and will) penalize you for over-optimizing.
These were basic tips on local SEO. If you take a hop, I believe you’ll have it out of your neck in minimalist form in an afternoon.
If local SEO is really important to you, it will take more time, but these steps definitely won’t go to waste.
Good luck with your local optimization and let me know in the comments what experience you have with local SEO!
