When it comes to establishing brand authority for local lead generation (LLG), the conversation often revolves around the importance of a Google Business Profile (GBP). Many wonder if it's necessary to have an entity asset in place or if alternative methods, like content mirroring, could suffice.
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Why a Google Business Profile Matters
Having a GBP significantly simplifies the process of building brand authority. While it's possible to establish authority without one, it’s certainly more challenging. The GBP acts as an entity validator in Google search, solidifying your status as a local business. This verification process is essential for credibility in the eyes of both Google and potential clients.
Strategic Use of Local Lead Generation Sites
Initially, I recommend using LLG sites primarily as sales tools. Instead of focusing on building brand authority for every single LLG site, concentrate on creating a solid base in lower competition areas. However, it’s not uncommon to target more competitive areas if you anticipate landing a client there. The key is to have something tangible to showcase when pitching your services.
Monetizing Your LLG Sites
Monetization can happen through direct methods like renting out the site or sharing revenue, or indirectly by using it as a sales tool to assign leads to the marketing services you provide. It’s not necessary to worry about brand authority for the LLG brand itself beyond building links to the overall domain.
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Moving from Site to Client
Once your LLG site starts ranking for a portion of the targeted keywords, it becomes a powerful tool for client acquisition. You don’t need it to be ranked at the top or generating tons of leads. Just having a site that’s partially ranked is sufficient.
Building Authority After Securing a Client
Once you’ve landed a client, that’s when you should focus on building out additional assets for the LLG brand in that specific location. This includes creating branded and supporting assets even if a GBP isn’t yet established. However, I advise against investing time and resources into these efforts until you’ve monetized the site. The goal should be to minimize upfront efforts while maximizing your closing ratio.
Efficient Resource Allocation
Your efforts should focus on the sales side at the beginning. Once you have a paying client, you can start investing in building additional assets, knowing that your client will help fund those efforts. Until then, avoid spending too much time and resources on brand authority that may never get monetized.
Final Thoughts
In conclusion, prioritize building your LLG sites in a way that they serve as effective sales tools. Focus on ranking them for relevant keywords, and once you secure a client, then shift your focus to building brand authority. This approach minimizes wasted efforts and maximizes your chances of success.
Frequently Asked Questions
What is a Google Business Profile (GBP)?
A GBP is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. It helps verify your business and enhances local visibility.
How can I monetize my LLG site?
You can monetize through methods like renting out the site, revenue sharing, or using it as a sales tool to funnel leads to your marketing services.
Is it necessary to build brand authority before getting clients?
No, it’s more efficient to focus on securing clients first. Once you have paying clients, you can invest in building brand authority using their resources.
What’s the best strategy for targeting low competition areas?
Research local markets to identify areas with low competition where you can establish your LLG site and gradually build authority while attracting clients.
Where can I find more resources on local SEO?
For more insights on local SEO, check out the Local SEO Toolkit for agency owners and freelancers, which is available for free.