In the vast world of SEO, local optimization stands out as a vital component, especially for businesses that want to dominate their local markets. Big brands have long known the importance of local SEO, employing secret strategies that many smaller businesses overlook. Dive into these ten hidden techniques that big brands utilize to master local SEO.
Hyper-localized content refers to material tailored specifically for a particular location or community. This could be anything from a blog post discussing a local event, an article highlighting a city’s unique culture, or a web page dedicated to a business’s services in a specific area.
NAP – for Name, Address, and Phone Number – is the fundamental identity of any business online. Big brands ensure these details are correct on their GMB listings and consistent across all online platforms. This consistency signals to search engines the legitimacy and reliability of the business.
Hours of operation, services provided, and even business descriptions can evolve. Successful brands stay proactive, updating their GMB listings to reflect any changes. It not only aids in providing accurate information to potential customers but also in improving local search ranking.
Reviews play a dual role: influencing potential customers and local search rankings. Leading brands actively encourage their satisfied customers to leave positive reviews. More importantly, they take the time to respond to these reviews, whether positive or negative. A genuine response to feedback showcases the brand’s commitment to customer service and can turn a one-time customer into a loyal one.
Visual content on GMB listings, showcasing the business premises, products, or events, can be a significant differentiator. Big brands frequently update their GMB photo gallery, ensuring high-resolution, professionally-taken photos are available for potential customers to view. This visual appeal can be the deciding factor for many customers between local businesses.
Google My Business lets businesses post updates, offers, and events directly on their listings. Forward-thinking brands utilize this feature to engage with their local audience, promote special deals, and showcase upcoming events. These posts not only inform but also add an element of dynamism to their GMB profile.
Websites and forums dedicated to local communities or specific areas often have a dedicated and engaged audience. Acquiring backlinks from these platforms provides an SEO boost and ensures that the local community recognizes and trusts the brand.
Local news websites are seen as authoritative and trustworthy. Collaborating with local journalists or contributing guest articles can earn brands backlinks from these high-authority domains. It improves SEO metrics and establishes the brand as a thought leader in the community.
Influencer marketing has taken the digital world by storm, and its local variant is no different. Big brands often collaborate with local influencers, hosting events or providing products for review. Such collaborations usually result in authentic backlinks from the influencer’s platform, which amplifies the brand’s local reach and resonance.
Big brands often invest in local events, charities, or educational initiatives. It builds goodwill within the community and often results in backlinks from event pages, charity websites, or local directories.
Unlike generic link-building outreach, local SEO outreach focuses on building relationships with local web admins, bloggers, and business owners. It often involves pitching localized content or collaborating on community-driven projects. The outcome? Organic, authentic backlinks that boost local SEO metrics.
The typical voice searcher is on the go, seeking quick answers. They tend to use longer, more conversational queries than typed searches. Big brands spend resources on understanding this user behavior, molding their content to fit these search patterns.
Gone are the days when content was stuffed with keywords. In the era of voice search, content must flow naturally. Big brands adopt a conversational tone, integrating questions and answers within their scope to align with voice search queries.
Voice searchers often look for local information, such as “Where’s the nearest coffee shop?” or “What’s the top-rated Italian restaurant nearby?”. Recognizing this, big brands pepper their content with local-specific information, ensuring they’re the top answer to these queries.
Speed is of the essence for voice search. If your website lags, you’ll likely lose out on this traffic. Big brands ensure their websites are lightning-fast, mobile-optimized, and structured with clear data hierarchy, making it easier for voice search algorithms to scan and pull information.
These are often the go-to sources for voice search responses. By optimizing their content to appear in featured snippets, big brands increase their chances of being the primary source of information for voice-activated devices.
Before diving into keyword research, big brands invest time in understanding their local audience. It includes recognizing their needs, concerns, and the terminologies they use. By understanding the local lingo and concerns, brands can tailor their keyword strategies more effectively.
Big brands don’t rely solely on conventional keyword tools. They use a combination of industry-leading software like Ahrefs, SEMrush, and Moz, which offer granular insights into local search trends, competition, and potential keyword opportunities.
The power of long-tail keywords is often underestimated. These are longer keyword phrases, which, while having lower search volume, usually indicate a user’s intention more clearly. Big brands prioritize these keywords as they lead to more targeted traffic and potentially higher conversion rates.
Keyword trends can change over time due to local events, changing preferences, or new competitors entering the scene. Big brands ensure they consistently monitor their keyword performance. They provide sustained traffic and relevance by monitoring analytics and adapting their strategies.
Sometimes, the best insights come from those who are deeply embedded in the local community. Big brands often collaborate with local influencers and personalities to understand trending topics, slang, and concerns, allowing them to refine their keyword strategy further.