The Step-by-Step Guide to Local SEO
Local SEO is important.
In fact, 46% of all searches on Google are local.
Here are some construction marketing stats that show the power of SEO:
- 1. There are 1.7 million online searches for independent contractors each month. (Source)
- 2. 97% of consumers look for information about local companies online more than anywhere else. (Source)
- 3. 96% of people learn about local businesses, like construction companies, online. (Source)
- 4. Over 70% of people research a company online before deciding on them. (Source)
- 5. 62% of customers will ignore a business without a web presence. (Source)
- 6. 49% of consumers like to buy from brands with a local presence. (Source)
- 7. 46% of all Google searches are local. (Source)
That means if you’re a local business, and you don’t have your local SEO in order, you’re missing an opportunity every time someone local searches for your products or services online.
Let’s start!
Are you on page 1 of Google?
NO
Keep reading.
YES
Great job! You don’t need this guide then!
Are your local listings set up?
NO
Set up local profiles as soon as possible:
Note: Some of them might take up to 30 days to be verified.
- Google Business Profile (formerly Google My Business)
- Google Maps
- Bing Places (formerly Bing Local)
- Yelp (optional)
YES
Are your local listings optimised?
NO
Make sure all local listings have the correct content for the following:
- Business Name (or Individual Name)
- Address + Map (or Service Area)
- Contact Info
- Contact (or Appointment) Link
- Call-to-Action Link (if any)
- Category (as many as apply)
- Hours of Business
- Logo, Photos & Videos
- Introduction (or Description)
- Keywords
Check if all fields are valid and no typos are present.
YES
Are you getting regular client reviews every month?
NO
Start asking for reviews as soon as possible, wherever possible. Reply to each review whenever posted (the sooner, the better).
- Google Business Profile (formerly Google My Business)
- TrustPilot (paid, optional)
YES
Are you listed in industry directories?
NO
Check where competitors are listed and get listed there. A quick Google search yields several good results.
Note: Some of them might take up to 30 days to be verified.
- https://irishdirectory.ie/
- https://www.irishbusinesslink.ie/directory
- https://business.ie/home
- https://www.whatswhat.ie/
- https://www.localsearch.ie/
- https://www.mytown.ie/
- https://www.goldenpages.ie/list-your-business/
- https://www.thebestof.ie/
YES
Do you have a separate page for every product or service you offer?
NO
- List every product or service you offer
- Create a unique page for every product or service
Do you have long form pages (minimum 500 words)?
Add some of the below:
- Presentations
- Proposals
- FAQs
- Descriptions
- Testimonials
- Reviews
YES
Have you optimised every page of your website?
NO
Identify target keyword(s) for every page (one per page and one page per website).
Hint: You should not have more than one page targeting the same keyword.
Create and validate unique metatags for every page (title and description).
Hint: Use metatags.io to validate your pages.
Create keyword-rich URLs for every product or service page. Add keywords to headings (H1, H2 and H3). Add keywords to text (±2-3%).
Use headings in order (i.e., first H1, then H2, then H3 and so on)
Link to other pages from within text.
Optimise images.
YES
Do you have many external websites linking to your website?
NO
Go for some quick wins:
- Give testimonials to local suppliers
- Link back from social media profiles: Facebook, Twitter, LinkedIn, Instagram, Tumblr, YouTube
- Free or paid authority directories
- Comment on related blogs
Note: It’s rather hard to find relevant blogs with relevant content with open comments section, but it’s worth it.
YES
Have you completed all optimisation tasks above? No cheating?
NO
Go back.
YES
Set up:
- Analytics Engine (Google Analytics, Active Analytics, Plausible Analytics, Jetpack Site Stats, etc)
- Google Search Console
- Bing Webmaster Tools
- XML Sitemap
robots.txt
Does your website load faster than your competitors?
NO
- Run speed tests (Google PageSpeed Insights, GTmetrix, web.dev) and make changes based on their recommendations. Yes, we can help!
- Optimise website, scripts, CSS stylesheets
- Get Lighthouse for WordPress
- Switch hosting
YES
Is your website mobile friendly?
NO
- Check mobile responsiveness/friendliness
- Implement responsive design. Yes, we can help!
YES
Is your website safe and secure?
NO
- Add SSL. It’s free!
- Switch hosting
YES
Do you have a blog set up?
NO
- Set up a WordPress blog
- Check competitors blogs for ideas
- Identify leading blogs in your niche
- Create a schedule of 10-15 blog posts based on your competitor ideas and your frequently asked questions
YES
Do you know what to blog about?
NO
YES
What is your target market? Your audience? Individuals or businesses? B2C or B2B?
INDIVIDUALS (B2C)
Use the ideas below, if applicable:
- “How to…” guides
- Local interest features / local guides / family guides
- List based content (e.g., “21 ways to…”)
- Product reviews
- Seasonal / holiday guides / what’s on / upcoming events
- “Best of” lists
- Product videos
- Predictions / old vs new content
- Frequently asked questions (FAQs)
- Product/service comparisons (e.g., product X vs product Y)
- “Common mistakes with…” content
- Checklist content
Set up a newsletter.
BUSINESSES (B2B)
Use the ideas below, if applicable:
- “How to…” guides
- Buyers’ guides
- List based content (e.g., “21 ways to…”)
- Case studies
- Best practice guides
- “Best-of” lists
- Screen capture videos
- Predictions / old vs new content
- Frequently asked questions (FAQs)
- Infographics
- “Common mistakes with…” content
- Checklist content
Set up a newsletter.
Is your content optimised for SEO and sharing?
NO
- Set attention grabbing headlines (but not spammy or linkbait-y)
- Identify target keyword
- Include keyword in metatags
- Include keyword in title and headings
- Include keyword in URL (if possible)
- Optimise images
- Add related keywords in text
- Link internally to other posts
- Link externally to authority content, sources, image credits
- Add social sharing buttons (if applicable or desirable)
- Check mobile ready
- Check load speed
YES
Do you use video extensively throughout your website?
NO
Set up a YouTube channel.
Are you happy to appear on video?
NO
Create videos choosing from the following:
- Before and after examples
- Talking slides
- Cartoons
- Screen capture
YES
Create videos choosing from the following:
- Whiteboard presentations
- Product or service descriptions
- Headshot / interview style
- Talking FAQs / hints and tips
Have you optimised your videos for SEO?
Do the following for all videos:
- Choose keywords for all videos
- Add keyword rich titles and metatags (descriptions) in YouTube
- Transcribe (or summarise) videos and create blog posts with embedded videos
- Optimise blog posts (title, metatags, headings, etc)
YES
Does your website create trust?
NO / NOT SURE
Clearly display all the below (when applicable) on all pages:
- USPs (e.g., “We’re a fully licensed and bonded Irish company”, “Official partner to {insert partner here}”, “Just 1% fee”)
A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your site. - Professional accreditations
- Partner logos
- Supplier logos
- Area/location logos or badges
- Guarantees
- GDPR badges or guarantees
- SSL badge(s)
- Payment logos (Visa, MasterCard, American Express)
- Payment processor logos (Stripe, PayPal, Realex, Global Payments)
YES
Relax and have a coffee! You’ve definitely earned it!
