- Create really helpful content
- Think differently about local links
- Put an emphasis on quality checks
- Be the droid your customers are looking for
Each year that goes by in the SEO community, discussions about the authority behind a website become more frequent.
This is especially true for the last year as Google updated the core algorithm more heavily, which suggests that there is an increased emphasis on authority and relevance.
While authority is definitely more considered in the broader conversation about SEO, it has been a particularly critical factor in local SEO for years.
As you step back to look at the broader local SEO picture, it only makes sense that authority is a major factor.
A user looking for local service will most likely choose an authoritative brand that has a solid reputation.
Trust is vital for any business to keep customers moving along the buyer’s path.
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How does a local business build authority in its community and niche?
1. Create really helpful content
One of the most common things that has been heard in the SEO community for years is the phrase “content is king / queen”.
Anytime someone said this, it was a pretty safe bet that someone would reply, “I post X blog posts a week, but that doesn’t help my ranking.”
The reason for this is simple. Quality surpasses quantity every time.
Content only achieves the status of “king / queen” if it actually delivers value.
Users expect their questions to be answered when they do a search and click through to a site.
And Google certainly won’t rate a website just because it has a lot of fluff.
Creating content to create content doesn’t help anyone.
Relevance is the key
When creating content for a local business, one of the best approaches is to determine what is unique about the vertical of your website in your area.
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If you can identify these types of opportunities, you can have content on your website that is useful to your target audience, which can lead to qualified potential buyers reading your content.
For example, if you’re writing content for a foundation repair company in central Texas, it doesn’t make sense to write about how to properly waterproof a basement to prevent foundation damage.
Why? Because houses in Texas almost never have a basement.
Instead, it would be more productive to look for ways to write about how homeowners can protect their foundations from repairs due to common soil types.
This type of content helps customers solve a large (and highly relevant) problem while also increasing brand awareness in case they need repairs later.
The key is to be relevant and really helpful.
If possible, become a community resource
For some local businesses, like real estate agencies, creating content that helps speak to the field they are in is an excellent way to build authority on the company’s website.
When people visit these types of websites, having more location-specific information can be incredibly helpful.
However, this is not a strategy that all local businesses should be implementing on their website.
I know I don’t really search for dog friendly restaurant ideas on my local plumber’s website when planning my weekend.
When creating local resource content, it’s important to keep intent and relevance in mind so that the content doesn’t just become pointless fillers on your website.
2. Think differently about local links
Links for local web sites work a little differently than for web sites considered “businesses”.
Links are much more than just “domain authority”. When I say this, I don’t mean people should stop looking at domain authority. I am just repeating that this is not the only link quality metric. This is especially true for links for a local site.
Over the years I’ve had many conversations with Greg Gifford about how the two of us deal with local links, but I think he said it best during his presentation at Pubcon Florida 2019.
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In his talk, Gifford emphasized that looking for links for a local website is almost like taking a guerrilla marketing approach.
Since this has been part of my approach for several years, it really impressed me.
I’ve always believed in testing a website’s relevance and the value it will have to a client when looking for links for my local SEO clients.
For example, when you receive a link from a high DA website, think about the power a local association or sponsorship opportunity has over the website you are working with.
For example, let’s say you were able to get a link for your orthodontic practice by sponsoring a local minor league team.
Not only would this link bring local relevance back to your website, but it would also give you the benefit of placing your business in front of more qualified customers. This is because many sponsorships like this are also included in additional marketing materials as a benefit of sponsorship.
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In my experience in local search engine optimization for the past five years, these types of links move the needle a lot more for local businesses, especially when used in conjunction with quotation creation.
It’s like your link building efforts are getting the best of both worlds of marketing.
So spread your traditional marketing wings and gain as much impact on your efforts as possible.
3. Put an emphasis on quality checks
In recent years, high quality customer ratings have become more important for the success of a local business in search results.
When a customer leaves a public review of a company, Google can better understand what customers think of your products or services.
This helps your brand build more authority which can lead to better performance in the SERPs.
And never underestimate the value such reviews offer potential customers.
Please note my use of the word “quality” now.
If you’ve read this section and immediately tried to figure out how best to play the system by getting false ratings, you are going the wrong way.
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Fake reviews are a great way to get branded on your Google My Business listing. This is a real problem to recover from.
Quality is the key here.
Google wants to display a wide range of reviews for a company. The only way to do this is by getting real reviews from real customers.
In addition, you have several options for building authority in front of potential future customers.
While we would all like to have five-star ratings for our companies, most of the time it won’t work that way.
Customers will get upset at some point and leave a negative review. What you do with this assessment is key.
Take the time to respond to the customer and improve their experience.
This answer can also show prospective customers that you care about improving your business and can even help positively influence their purchase decision for your business.
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Also, make sure to follow the guidelines for the websites you want to focus on.
As you make an effort to provide more reviews for your business, make sure that those reviews are persistent and not flagged as a policy violation.
Be the droid your customers are looking for
Authority is key when it comes to local SEO, and it can really help a business get great results on search results.
By investing in building the authority of a local site, you are creating a positive ripple effect that can have a huge impact on the overall campaign.
In all of your on-page and off-page endeavors, keep authority in mind and I am confident that you will get positive results.
It may take some time, but it will mean permanent results in the long run, which is what you want.
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