Have you ever felt like you're spinning your wheels trying to get your business noticed online? You might have already tried creating lots of web pages or focused on being the go-to expert on every small detail in your field. But here's a different idea: instead of spreading yourself thin, imagine a simpler path where you concentrate on being the well-known choice right in your community. By focusing on clear and strong brand messaging rather than endless keyword lists, you'll help search engines and customers alike find you faster. In our next part, we'll explore how this approach can streamline your efforts and make your local business shine online.
Table of Contents
Understanding Local SEO Without GMB
For local SEO campaigns, focusing on topical authority is not essential. Instead, it’s about efficiently conveying who your business is, what services you offer, and where you provide them. For instance, if you’re in the roofing niche, you don’t need to be the ultimate authority on roofing topics. You can establish yourself as a local expert without creating a separate page for every service like roof repair or roof installation.
The Inefficiency of Excessive Pages
In the past, many SEO professionals would create individual pages for each service and location. For example, they might have pages for “roof repair in City 1,” “roof replacement in City 1,” and repeat this process across multiple cities. While having dedicated service pages is fine, duplicating them for every location can lead to excessive redundancy. This approach can confuse Google about which page to rank for specific queries.
Shifting from Keyword-Based to Entity-Based SEO
Old SEO tactics relied heavily on keyword-based algorithms, necessitating multiple pages targeting various long-tail keywords. However, with the rise of entity-based SEO, we can optimize for broader categories and topics instead. This new method allows you to focus on the main optimization elements of your pages—like URL structure, SEO titles, and headings—rather than overloading your site with content.
Got SEO Questions? Get answers every week at 4pm ET at Hump Day Hangouts. Ask questions ahead of time, or live – just go to: https://semanticmastery.com/hdho (bookmark this!) 10+ years of insights given every week!
Get your checklist to help get better results with GBPs, faster.
Establishing Brand Authority
To rank well in local markets, building brand authority becomes key. This isn’t just about content on your site; it’s about how many credible references you have across the web. The more places your business is mentioned with accurate information, the more Google recognizes your brand’s authority.
- Utilize Google Business posts to link to your site.
- Incorporate local business schema markup to enhance your visibility.
- Ensure your brand information is consistent across all platforms.
Optimizing Your Website Structure
Your website should clearly convey its purpose to Google. The main optimization elements are what Google pays attention to during indexing. This includes:
- URL structure
- SEO titles
- H1 and H2 headings
- Internal links
- Media elements
Content should be crafted to convert visitors, guiding them towards taking specific actions, whether that's filling out a contact form or making a call.
Streamlining Your Content
Redundant content can create crawl resistance, which Google penalizes. Instead of repeating the same information across multiple pages, focus on consolidating your content. Prune any blog posts that aren’t attracting clicks or providing value. Use tools like Google Search Console to identify underperforming content and decide whether to keep or remove it.
Link Building Efficiency
With fewer pages to manage, your link-building efforts become more effective. You can allocate resources more efficiently because you’re targeting fewer URLs. Proper internal linking also helps Google understand the structure of your site, leading to better indexing and ranking.
Why Topical Authority Isn't Necessary
In a local market, being a topical authority on roofing can be overkill. Instead, focus on establishing your brand as a trusted name within your community. If you were creating a national roofing directory, then pursuing topical authority might make sense. But for local businesses, it’s about being recognized and trusted in your specific area.
FAQs
Do I need multiple pages for each service I offer?
No, it’s more efficient to have dedicated service pages but avoid excessive duplication across locations.
How can I build brand authority?
Focus on getting referenced accurately across various platforms and ensure consistency in your business information.
What should I focus on for local SEO?
Prioritize brand authority, a streamlined website structure, and effective internal linking over excessive keyword targeting.
For more insights into local SEO, consider checking out the Local SEO Hump Day Hangouts. If you’re looking to grow your local SEO agency, you can explore the MasterMIND program for actionable strategies.
Additionally, grab the Local SEO Toolkit to optimize your Google Business Profile and improve your lead generation efforts. And if you want a structured approach to ranking your Google My Business, don’t forget to download the GMB Process Checklist.
In conclusion, focusing on brand authority and efficient website structure is the way forward for local SEO. Let’s embrace these changes and enhance our strategies for better results!