Local SEO 2019 (How to Rank in Google Maps Tutorial)
Articles,  Blog

Local SEO 2019 (How to Rank in Google Maps Tutorial)

– If you have a local business, then one of the single greatest marketing strategies available is showing up in the Google local maps, or a three-pack as it’s often called,
when someone’s searching for a business just like yours. In fact, it’s the closest
thing to a magic button that I’ve ever come across. Simply show up there, and get more calls, more clicks, more
customers, and more sales and revenue for your business. That’s why in today’s video we’re talking all about local SEO, and how
to show up in the Google Maps. Let’s get to it. Hey there, my name is Adam Erhart, modern marketing strategist, and welcome to the Modern Marketing Show, where we help you make
marketing that matters. So if you’re interested in learning about the latest and greatest
marketing strategies, tools, tips, tricks and tactics, well you may want to consider subscribing. All right, so it’s no secret that SEO or search engine optimization
is a fantastic way to get more calls, more clicks, and essentially more
traffic to your business. I remember back when I
first started my agency years and years ago, I basically focused almost entirely on SEO. Not just for my clients, but
also for my own business, and it was responsible for
massive, massive uptick, and a huge growth in business over a very short period of time. So, I’ve seen the power of SEO firsthand on just how much of an
incredibly positive impact it can have on your business. Which is why I’m such a big proponent and advocate of it, and
why I still recommend and offer it to clients. Because again it really just
has such a powerful impact on driving more traffic and
customers to your business. But, SEO today isn’t like it used to be. In fact there’s been a lot of changes, and there’s gonna continue
to be as we move forward and into years to come. But one of the biggest
and most notable changes is essentially user behavior. Meaning, most of your
customers are now searching from their mobile devices,
and this is why things like the Google local maps, and
the three pack as it’s called is so profoundly important. And essentially making
sure that you’re doing everything in your power
to optimize your business to show up in those top three results, especially when people are searching on their mobile devices. Now, I’m no mathematician or statistician, but it doesn’t take a genius to figure out that with over half of all searches taking place on mobile devices, and with the top three
rankings getting somewhere between 38 and 49% of
clicks, depending on which source you check, well it’s no secret then that those top three
listings are prize position, and are gonna get a
ton of business, right? It’s the old Pareto principle 80/20 rule. Well, the top 20% of businesses are gonna get 80% of all the clicks, and therefore all the
revenue opportunities. So how do you go about securing one of those rare, coveted
and incredibly valuable top three rankings? Well that’s what this video is all about. So without further ado let’s dive into my five top tips on how
to optimize your business for local SEO, so you can
appear in the Google maps. Now, tip number one is less of a tip and more of kind of a
warning or an explanation of how all this stuff works. You see, over recent years, Google has been continuing to prioritize local listings, and essentially
it’s kind of trending towards voice search. Meaning, a lot of people
are asking their devices, asking Siri, asking Alexa, asking, oh Alexa is gonna start talking now. Alexa, stop. Yeesh. Anyways, so people are using these devices and essentially asking them
for, where is a dentist near me? Or where is a restaurant near me? Or, where’s the closest chiropractor? Or things like that. So as these voice searches increase and we’re seeing an upwards
trend and rise in them, well as they’re gonna
increase, Google is obviously going to continue prioritizing the results to give people what they want. So, this is one of the
reasons that proximity is really important. Meaning, you do actually have to be kind of in the same city or same area as you’re trying to rank for. This is something that I’ve come across, and we’ve always tried to
find little workarounds. We’re gonna touch on one
in just a few points, but it is important to note
that the closer you are to the area that you’re trying to serve, the better your results are going to be, at least in regards to the Google maps. That’s just one factor, right? So it doesn’t mean that even
if you’re right next door to the person searching
that you’re gonna appear first necessarily, because
there’s a ton of other factors that come into it, which
essentially is what we’re gonna cover now with our next tip. All right, so tip number two is all about on-page optimization. And when we’re talking
about on-page optimization, we’re actually not talking about your Google business listing at all. We’ll get to that in just a second. But rather we’re talking
about your website, which is going to link to
your Google business listing, and ideally your Google business listing is gonna link back to your website. And that’s why this is all
connected and all important. So even while we’re not
talking in this video about organic SEO, or
organic search engine optimization rankings, meaning
trying to rank your website in all the terms that are
going to appear below the ads, below the maps, and essentially all the organic listings below,
even though we’re not talking about that, your
website and how it’s setup, and how it’s structured,
and how it’s optimized is still incredibly important
when appearing in the maps. Now, by far the single most important tip when it comes to your
website is making sure that your website is mobile responsive. What this means is that
it’s gonna look good across all sorts of
different screen sizes. Whether we’re talking
about Apple or Android, or on a tablet, or whatever it is. It needs to look good, and
in fact it should probably be designed for mobile
first, and desktop second. Bit of a switch we’ve seen
over the last couple years. Next, you want to make
sure that you’re using those relevant keywords in
regards to your business, the category you’re in,
the city or province, or state, or country. Whatever it is, you want to make sure that you’re including those keywords in the URL ideally, the title if possible, the H1 tags, H2 tags. All this kind of nerdy, techy stuff, that if you don’t know at least
your web developer will know and you can make sure that you’re getting those proper keywords and
relevant keywords put on the page. Now, when I mentioned categories there, what we’re talking about here is what category your business falls under. Could be something like chiropractic, or accounting, or law
firm, or whatever it is. Essentially whatever category is gonna be described as your business,
whatever somebody would be searching online for,
you want to make sure to include that relevant
keyword inside of your website. All right, the next thing
that we have to talk about, and now is as good a
time as any, is the NAP, and the nap stands for Name,
Address and Phone number. And the thing that you have to remember when we’re talking about the
NAP is consistency is key. Absolutely without a doubt,
you need to make sure that the way that your business name, and your address and your phone number are written out stay the same
across all of your profiles. Whether we’re talking
about your online website, whether we’re talking about
your Google business listing, or whether we’re talking about citations and directory links, which
again we’re gonna talk about in just a second. So, just how strict do you have to be when it comes to the NAP? And the answer is, very, very strict. Almost no exceptions apply where you can deviate from the standard
way of writing out your business name,
address and phone number. This needs to be the same all the time. So, take a bit of time ahead of time, that’s a lot of time, and really make sure that you’re ironing out exactly
what you want to be called, how you want to describe
your business address, and what format of phone
number you’re gonna use right down to the brackets and dashes. Once you’ve got this all ironed out, and seeing as we’re still talking about on-page optimization for your website, one of the best places that
you can put this information is right in the footer of your website. The beauty here is that it’s gonna appear across all the different pages, and really send a ton
of good quality signals back to Google, letting
them know that your business is indeed local, and
is located in the area that you say it is. All right, so one quick question
that people always ask is, what do I do if I have multiple locations, or we serve a wide area? And the answer here is,
location specific pages on your website. Let’s use Vancouver as an example. Let’s say that your business is located right in Vancouver, but you also serve north Vancouver, west Vancouver, maybe Surrey, maybe Langley
and maybe Burnaby as well. Well what you would want to do is you would want to
have each one of these have their own dedicated location pages. You’d want to make sure to reference them on your homepage, and then
link to those dedicated location pages throughout your site. This is gonna give enough of a signal back to Google that you should hopefully be able to appear in some searches, even though it may not be enough to appear in the Google local maps. All right, moving on, tip number three is all about Google business optimization. And this is where the
rubber really hits the road. After all, this is going
to be the actual listing that appears inside of those Google maps. This is gonna be the thing that you really want to make sure is
optimized and setup correctly. Fortunately setting this up is
actually not too complicated. There are a few gotchas though, so we’ll make sure to cover them now. For starters, remember the NAP, right? That name, address and phone number, and make sure that
whatever you’re inputting into your Google business page is identical to what you want to call and reference your
business on your website, and your business cards,
and any other kind of marketing material you use. Also, we talked about what category your business fell under,
whether it was chiropractic or accounting, or a law
firm, or whatever it is. Well, now’s your opportunity
to input that category right into Google Business as well, which is gonna allow you to appear when someone’s typing in that search term. You also have the opportunity
to type in other categories, but make sure they’re relevant, and make sure they’re something that your business actually offers. After all there’s no
point appearing for terms that you don’t offer or
have no interest in doing. From there, it’s really
just a fill in the blanks type of exercise. You’ll want to add your business hours, your services, where you
offer your services to, and whether clients come to you or whether you go to them. And all the usual things like that. Now where you’re really
gonna want to spend a little bit of extra time is
in your business description, because this is going to be essentially describing to Google, and
of course to your customers, what your business does,
where it’s located, who you serve, what you
offer, all of that stuff. So, really take some time to carve out a truly professional and accurate, and search engine optimized
description for your business. This means including relevant keywords about your business, the type
of category that you’re in, the service area that you offer, and all the services that you provide. Next, your Google business page has a lot of space for photos, and you don’t want to neglect this. So make sure to upload a ton of photos of the interior of your business, the exterior of your
business, people at work, the videos if you have any,
and also branding images like logos, things like that. Hmm, am I missing any? Interior, exterior. Ah yes, your team. So, pictures of you
and your staff members, and any other team members you have. Make sure to upload as
many pictures as possible. Now here’s a little bit
of an insiders hack. What you want to do here is
you want to label the pictures again with your business name,
the category that you’re in, the city or province, or
state or whatever it is that you’re living in and trying to serve. And make sure to include all of that inside the picture name,
because these are gonna provide valuable cues to Google
about you and your business. If you want to get super, super nerdy here you can also use something
called geo-tagging, which we’re not gonna get into right now. But if you type in geo-tag
photos just into Google, you’ll find a number of services available that’ll allow you to
upload a photo to them, and then actually map imprint
the location of the photo. Again, just one more cue to Google. We’ve had pretty good
success with it though, so if you don’t mind a
little bit of the tech stuff, might be worth trying. All right, so we’re almost done optimizing your Google business listing,
but there’s two more things we need to cover. Number one is you’re going to want to try to get as many reviews as possible. Not just any reviews, five star reviews. This means being very selective about who you’re trying
to get the reviews from, making sure they’ve had
a positive experience, and then encouraging
them to leave a review. Now, getting Google
reviews isn’t quite as easy as many other services. Because people are gonna need
to have a Google account, meaning a Gmail address
or something like that. So, if you can find these people, you can encourage them to get a review, and you can get that five star review, it’s gonna be a good
boost for your rankings. Lastly, Google Business is gonna give you an opportunity to write new posts, talk about events, essentially
just use their platform like they want you to use it. And my recommendation here is to do so, by creating a post or an event, or something like that at
least once every seven days. Which again will show that you’re actively involved in the business. All right, so now that we’ve
got all that taken care of it’s time to move onto our next tip, which is all about citations. Now fortunately we already
talked about the NAP, that name, address and phone number. And this is where it’s gonna become more important than ever,
because what we’re doing with citations is we’re going out and we’re creating kind of mini-links or citations really of your business on different website
that are gonna link back and essentially show that this
is where your business is, and provide more authority. Maybe even drive some traffic. Now when it comes to collecting citations, there’s three steps you want to take. Number one is by far the most important, and that’s to make sure that
you’re being consistent. Again, name, address and phone number. The next thing is you
want to find any citations you may already have, and
correct any inconsistencies. This means finding out if
maybe your name was misspelled, or maybe your address was
formatted in a different way. Or maybe it doesn’t even include
your phone number at all. You’re gonna want to take
some time to go out there and correct these citations,
because bad citations are gonna kinda cancel out
some of your good citations. And in the end, it’s about good citations and really getting as many as
you can that move the needle. And that’s pretty much our third point. You’re going to want to
get as many citations as you possibly can,
especially relevant citations. Meaning, ones that are on the major sites like Yellow Pages, or
Yelp, Facebook, YouTube, that type of thing. All those count as citation
links back to your site. But also maybe some niche ones, or ones that are in your local market. Do some research and find out
what your competitors have that you don’t, and go
about acquiring all of them. If all that sounds
completely foreign to you and you don’t even know where to start, great resources available. My choice is Whitespark. They offer a citation service
as well as some research tools that you can use, no affiliate
link, just check them out. And the last thing that we need
to cover here is backlinks. And, backlinks are essentially links that you’re gonna get back
from different website. Super original, right? Now unlike citations,
we’re gonna try and get pretty much as many as you possibly can. Backlinks you do want
to be selective about. Gone are the days of spamming your site with tens of thousands of backlinks from all over the world,
all of which are gonna negatively impact your search
engine optimization rankings, and really tank your site. So, you want to be careful, and you want to opt for
quality over quantity. So, where’s a good spot to start? Well, there’s a couple here that are just proven optimizers for
search engine optimization. Number one is the Better Business Bureau. Again, a massively powerful
site with a powerful backlink. If you can get one of
these and have it pointed to your website, fantastic. Number two is any local
chamber of commerce, or business organizations
or anything like that in your local area. Again, these tend to have a ton
of clout and a ton of power. And again, they signify
both relevance and power. So you’re gonna get that real
good boost to your website. Lastly, there are a ton
of local directory links, I know that are in your area
that you can reach out to and possibly get a backlink from. You may need to offer one in exchange. Not too negative, but
obviously it’s gonna be best if you can just get most of
them coming into your site. Because that’s gonna provide
more of an authority signal to Google, and really help
to boost your rankings. Now, when it comes to,
where should you be sending these links, and what
should you be linking to? Whether we’re talking about
linking to your website or linking to your
Google business listing, my recommendation is to
prioritize your website, but if you can also get a link to your Google business
listing, that’s good as well as a secondary measure. But again, prioritize your websites, send as much power
there, and then make sure from your website you’re linking to your Google business listing. I know it sounds a little bit complicated, but in the end this is the best way to kind of flow link juice all
the way through your network, and boost all your properties at once. All right, so there you have it. Now for some of you this is
gonna be more than enough to get you started and well on your way increasing your local
search engine optimization, and ranking in those local maps. But, if you’d like some additional support and someone to handle this for you, I’ll make sure to link up my agency in the description below, so
we can take it off your plate if that’s something you
want to have a chat about. All right, so thanks so much for watching. I hope you enjoyed the episode. If so, make sure to give it a thumbs up. Subscribe to the channel and say hello in the comment section below. Also, I’ll make sure to
link up a couple other great videos right here on the screen for you to check out that’ll really help to take your business and
your marketing results to the next level, and way beyond that. All right so thanks so much for watching, and I’ll catch you next time on the Modern Marketing Show.


  • Jascraft SEO

    Thanks for such a compressed and informative video. Actually, you gave very short , no bs, review of good seo practice everyone must to use. Good luck, bud!!!

  • Tony Flaton

    What I don't understand is this:

    1. Website fully optimized
    2. All information correct onpage seo > NAP > etc
    3. A few reviews
    4. Google Posts related to keywords.

    With this said I went from #8 to #4 for my client, now out of the blue i'm #5 again while #4 has no website ( so no onpage seo, NAP incorrect ), no business information, no photos, no accurate keyword information, business category is not even correct on the keywords and yet this business outranked me. I'm just so confused about how this is possible.

Leave a Reply

Your email address will not be published. Required fields are marked *