RACHEL BLOOM


Senior digital account manager at Liberty Marketing


SEO


Optimising your Map Listing 5 Once you have


ownership of your listing,


there are a number of things you can do to optimise it for your local keywords. One of the most important parts is the category you choose. Google has worked really hard on improving its categorisation and you can now


the game when it comes to local SEO.


select a niche category from its list. This, again, helps Google to understand your business. You can also add a unique description to each listing. Weaving your keywords into this adds to your relevancy. It is also worth uploading


professional imagery to your listing, to make it as engaging as possible in the SERPs.


Building Authority 6 Now that you have a Keeping Up to Date


presence on Google Maps, the next stage is to


reinforce your listing and prove your importance as a local business through the building of citations. There are a huge number of citation sites out there that act as local aggregators, feeding Google information about your local business. Start by analysing your current


citation profile, ensuring any existing 9 Managing your Google My


Business account is an ongoing process, especially


for those managing multi-location businesses. Google uses citation sources and user feedback to edit information such as your address, opening hours or map marker position in Google Maps. It is your responsibility as a business to approve or disapprove these changes.


Consistency is the name of


listings are accurate and up to date. Then look to create new citations, paying particular attention to the sites that are most authoritative in your industry.


Consistency is Key Monitoring Performance 7 Consistency is the name of


keep your NAP (name, address and phone number) consistent throughout your website, your map listing and your citation sources, reinforces your local presence. Small things like having “St” instead of “Street” can affect your relevancy, so it’s really important to decide on a NAP at the beginning of the process, and using the same throughout your local campaign.


Managing your Reputation 8 Reviews on your Google


the game when it comes to local SEO. Ensuring you


10 By monitoring the referral


traffic to your location pages and making use of


Google My Business’ insights data, you can measure the improvements in your local SEO presence, but also, monitoring the offline uplifts can give you an indication of how well your campaign is performing.


libertymarketing.co.uk


Google’s Tips On Hiring An SEO Specialist


If you’re thinking about hiring an SEO manager, the earlier the better.


Map listing can really help your click through rate and


are a contributing ranking factor, as it shows Google that your audience are engaging with you. Encouraging users to leave


reviews, whilst at the same time managing negative reviews, should be a core part of your local SEO management.


A great time to hire is when you’re considering a site redesign, or planning to launch a new site.


However, a good SEO can also help improve an existing site.


Some useful questions to ask an SEO candidates are:


Can you show me examples of


your previous work and share some success stories?


Do you follow the Google Webmaster Guidelines?


Do you offer any online marketing services or advice to complement your organic search business?


What kind of results do you expect to see, and in what timeframe?


How do you measure your success?


What’s your experience in my industry?


What’s your experience in my country/city?


What’s your experience developing international sites?


What are your most important SEO techniques?


55 issue 28 summer 2016


Furthermore, adding information such as bank holiday or Christmas opening hours enhances the user experiences and keeping your audience informed reduces your chances of unhappy customers.


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