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Local SEO
Playbook
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Your Playbook Has Arrived

We don't want to promise miracles but the vast majority of businesses who have follow this guide and implemented what we discuss, have had amazing success ranking for the majority of their Keywords on Google.
local seo playbook

What's Under the Hood?

Well, you will get a winning process to push your business forward on Google, as well as our amazing citation management sheet which will take you through the backlinks you can create right away for you business. This will help you start building the needed authority to your website to help push you to page 1.
The ultimate local seo playbook

Why is Local SEO Important?

Think about the last time you needed a service done locally. If you didn’t know someone right away, how did you find them? Odds are you used Google right? Well you aren’t the only one. Check out these local business stats below so you can get the full picture of why local SEO is so important.
80% of local searches convert

80% of local searches convert

With 80% of local searches resulting in conversions, you can see how impactful this could be for a small business
46% of Google searches are for local!

46% of Google searches are for local!

People rely on Google to find local businesses. If you don’t have a local SEO strategy in place, you’ll miss out on valuable traffic looking for your organization.
56% of local Biz have not claimed their Google Listing

56% of local Biz have not claimed their Google Listing

A Google my Business profile actually can produce more calls, and leads than your own website. Yet only 44% of businesses have claimed their listing. Are you one?
Near me Searches Have Increased 500%

Near me Searches Have Increased 500%

The increased volume of “near me” searches means that the location of your business to the user will play a pivotal role, but are you optimized right now for this?
The Simple Break Down

The Google "Snack Pack and Organic

Both of these spots are the most coveted areas where your business can rank. Here is a brief breakdown of each, and why it is important to have representation here.
The "Snack" Pack

The "Snack" Pack

See that blue explosion happening there? That is the Snack pack. Hungry yet? You should be, or at least to get your business up in here. The snack pack box is basically the top 3 business listings on Google Maps. Now, location can play a big factor in where you show up, compared to the exact location where people are searching, but if you have not touched upon anything in this playbook yet, you might still not show up for results (even if they’re standing right next to your business).
Organic Rankings

Organic Rankings

The squiggly lines you see there are the "organic rankings". Now, organic can be a bit of a battleground. You see Homestars there at the top, below the blue explosion? They are massive companies that helps different contractors and customers, match up basically. Don't get discouraged though, with a proper strategy in place, you can outrank them. This guide will help give you the foundation you need to begin such a battle.
local seo ranking
How does your match up?

The Branded Search - What to Look For

I don't know who Luso Roofing is, but they're doing a great job. Check out the image below. First, you can see the URL to their website in the first dark blue box. The orange circles are Social Media sites that the company is represented in. The links in between? Well those are the directories (we will get to later), that the business has submitted their information to. Lastly, the light blue box on the right side, that is the Google Listing information that gets pulled. Their information is well optimized so their profile is more robust.
Local brand search on google
4 Simple Steps

Luckily, it isn't rocket science!

Our Playbook consists of 4 main parts to give you a rock solid foundation. Work through each part, only doing 1 or 2 of these parts won’t help you achieve the results you need.

Research SEO

The Research

We will show you some simple ways to get information you need to be competitive on your local area. Don't worry its really easy!
Website Fixes Local SEO Playbook

Tweak Your Website

We will walk you through some of the easy adjustments you can make on your own without a website developer or technical knowledge!
Google My Business SEO Playbook

Google My Business

You're likely to get the most number of calls and traffic from this source, so we need to make sure you have this claimed and properly setup!
Backlinks Local SEO Playbook

Backlinks & Citations

Your website needs relevancy online to show up near the top, we will provide you either a Canadian or US based citation management sheet so you can track your work!

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#1 - Research

Eww that sounds like no fun

I know, there is a special breed of people that enjoy doing research. You might not be one of them. So this is a simple way to get started on thinking about the "words and terms" you want to rank for. We are still using "Roofers" for our example to keep this all really simple. We are going to keep picking on Luso because frankly, I think they have done a good job, and I want to be completely unbiased on this approach.
Research SEO
Step 1 in Research

Go to this FREE Resource

Quick background, Neil Patel is like the Wayne Gretzky/Michael Jordan of SEO. He is awesome enough to put out this free resource that literally anyone can use. This is going to be your first step. I want you to think of the services or products you offer for a moment. What is it you specialize in that you want people to find you and hire you? Whatever it is, I want you to think of the main word. For example with our Roofer, we want to be found for "Roofing Toronto". Make sure you add in your city to the search terms, this way to can produce a more localized result.
Enter your Term like Shown

The Results are in!

Now, these results aren't going to be 100% accurate, so remember to take this with a grain of salt ok. Also, if you do register an account, you will get much more information related to what you are looking for.
Search Volume

Search Volume

Here we can get some ideas on what the average search volume is per month for these terms. Also the difficulty levels to rank. The lower the rate of competition usually means it is easier to rank in that area for those terms. This is key for all of your service, it can be good to find these "low hanging fruit" terms that are relevant for your own business.
What terms to focus on

What terms to focus on

So right away we can see things that our outside of just Roofing+Toronto, we also see "Roofing Repairs+Toronto", "Green Roofing Toronto", "Metal Roofing Toronto", "Roofing Companies Toronto" and, "Toronto Roofing Contractor". These would be a solid place to start when we get into how we do part #2.
Ubersuggest seo search
Ubersuggest seo search
Step 2 in Research

Make Sure Your Information is Consistent

Ok so we know some terms we want to focus on, now let's ensure your information is correct, ok? A key element to what Google looks for is that your information online is consistent. That means your business name, address and phone number need to be the same thing on everything! Below you can see how the NAP is being used. Make sure it is on your website, social accounts and everywhere else we show you.
Consistent NAP

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#2 - Tweak Your Website

We Dive Into Off and Onpage Tweaks

First, we have some important elements you need to ensure you connect with your website. Next, we need to make sure we our website pages are setup with the information we gather from Part #1.
Your Download - Local SEO Playbook Halifax Digital Marketing Agency
Step 1 in Website Tweaks

Off-Page Work

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Step 2 in Website Tweaking

The Google's

The next steps are to ensure you have two of Google's main components in place. That would be Google Search Console, and Google Analytics.
Google Search Console
How to set up Google Search Console
  1. Go to Google Search Console.
  2. First you will need to log in. …
  3. Once you have successfully logged in, click the “Add A Property” button at the top of the page.
  4. Enter the URL of your website, then click continue.
  5. Next you’ll be asked to verify that you own the website in one of four ways

Google Analytics

How to set up Google Analytics

  1. Create or sign in to your Analytics account: Go to google.com/analytics.
  2. Set up a property in your Analytics account.
  3. Set up a reporting view in your property.
  4. Follow the instructions to add the tracking code to your website so you can collect data in your Analytics property.

Step 3 in Website Tweaking

On-Page

Now that we have all of that out of the way, we want to touch on your website and how you should look to set up a few key elements on your services pages. You will see there is a consistent methodology to this, and if you look at the previous research we conducted, you can get an idea on how you would also want to place such information on your website. If you are using WordPress, this is very simple to label your text within your theme and pages.
on page seo

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#3 - Google My Business

Getting setup with Google My Business

Setting this profile up could be the most important thing you do to help you land more calls, traffic, and clients. This should be a code red, get it done ASAP!
google my business
Step 1 in Google My Business

Claim Your Listing

If this hasn't been done yet, then it is time to get on it. It is super simple and will make a world of difference for your company.
Ultimate SEO Playbook Social Spike Marketing
Step 2 in Google My Business

Get the Essential Information In

This is fairly simple, we just need to get some specific information in place here to give you a foundation for your Google Profile.
Google my business

Info

Make sure you enter the following information:

1- Business Name
2- Pick a main category for your business
3- Enter Location
4- Enter Service Area
5- Enter Working Hours
6- Enter Phone Number
7- Add Your Website URL
8- Add Your Business Description

Photos

Make Sure you Enter the Following Photos to Your Profile:

1- Business Logo
2- Cover Photo
3- Interior Photos
4- Exterior Photos
5- At Work Photos
6- Team Photos
7- Owner Photos
8- Identity Photos

Services

The Service Section is Going to be Specific to Your Offers:

1- Make sure to add your main service
2- Add at least 2 more secondary services
3- Enter the details of your service
4- Adding your pricing is optional

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#4 - Backlinks & Citations

Building Authority for Your Website

Backlinks are especially valuable for SEO because they represent a "vote of confidence" from one site to another. In essence, backlinks to your website are a signal to search engines that others vouch for your content.
Backlinks Local SEO Playbook
Step 1 in Backlinks & Citations

Use Our Master Citation Management Sheet!

This is what we use to follow the main citations for our clients. This will give you a list for both USA and Canadian citations.
Citation Management Sheet

Make a Copy of Our Citation Sheet

Click the button below, make a copy of this sheet so you can edit it as your own. Then go through this list, build up your businesses citations by creating your profile and entering your information.

That's a wrap!

We hope you enjoyed this playbook! If you follow these steps, you will establish a solid foundation for your business moving forward. While this isn't the end of the road when it comes to SEO, it important to build this up before you move onto more advanced elements. Keep an eye out for future releases from us on more intermediate and advanced tutorials!
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