Local SEO | Citations & Listings | Reviews | Google Business Profile
When it comes to local SEO, there’s no such thing as a one-size-fits-all strategy. Every client has unique needs, goals, and challenges, and the key to success is crafting a custom approach. In a recent webinar hosted by BrightLocal, local SEO experts Colan Nielsen (VP at Sterling Sky) and Elizabeth Linder (SEO Strategist at Kick Point) shared their insights into creating high-impact strategies tailored to each client’s needs.
Let’s dive into the key takeaways from the webinar and get practical about how you can elevate your local SEO game.
Prepare for Your Strategy Like a Pro
Before jumping into execution, preparation is everything. As Elizabeth Linder noted, "It all starts with goals, goals, goals. Be as specific as you possibly can." It’s easy to say a business wants "more customers" or "better visibility," but without digging into specifics, you won’t know if your strategy is moving the needle.
Here’s what to focus on when prepping:
Client Goals: Get laser-focused on what success looks like. Is it more website traffic? Higher foot traffic to physical stores? Lead generation? Nail this down.
Competitors: Who does your client see as their top competitors? Elizabeth Linder advises using this info to “tailor content and site updates to their customer journey.”
Decision Makers: Figure out who you’re collaborating with on the client side. Are you speaking directly to the business owner or the marketing team? This matters.
What to Include in Your Strategy
When developing your SEO strategy, consider what Colan Nielsen calls "the essentials." These are non-negotiables that should be a part of every plan.
Internal Linking: It’s one of the most overlooked tactics in local SEO, but it’s essential for both Google My Business (GMB) and your client’s website.
Google Business Profile (GBP) Optimization: Linder says, “Make sure your GBP is fully optimized.” This includes utilizing every feature—photos, Q&A, reviews, messaging, and even small details like the request button. The more complete, the better.
Keyword Research: After identifying a client’s goals, deep-dive into keyword research to confirm exactly what your content needs to target. It’s not just about what your client thinks they should rank for, but what they actually can dominate.
Setting Expectations
Managing client expectations is crucial. Both Linder and Nielsen emphasized the importance of being realistic and transparent with your clients from the get-go. Colan suggests performing an SEO audit upfront, saying, "This allows you to gauge client behavior and expectations early on." Are their goals too lofty? It’s better to know now than three months into a campaign.
Be Candid: Be upfront about potential risks, Google’s constant updates, and what realistic results might look like. If things don’t go as planned, the client won’t be blindsided.
Timeframes Matter: SEO is a long game. Linder stresses patience, explaining that content changes, in particular, might not take off for a few months.
When to Pivot Your Strategy
One of the toughest parts of SEO is knowing when to change course. When results aren’t coming in as expected, don’t panic. Look at the data.
Colan Nielsen puts it simply: "Data is key. Remove personal bias and look at what’s working." Testing is a crucial part of the process, and sometimes strategies need to be tweaked. Don’t be afraid to go back to the drawing board, because the only way you find out what works is by experimenting.
Go-To Tools for Success
So, what tools should you have in your SEO toolkit?
Geo Grid Rank Tracker: According to Nielsen, "Proximity is a huge ranking factor." This tool helps you see how your client’s business ranks across different local areas, which is essential post-Vicinity update.
Asana & Slack: Project management and communication are key, especially when dealing with multiple stakeholders.
Google Analytics: This might be a given, but make sure your goals are set up correctly so you can track KPIs effectively.
Monthly Reports & Client Meetings: Whether it’s a dashboard report or a quick call, keep communication lines open. It’s essential to share results and make sure the client is informed of your progress.
The Final Word
The webinar was packed with insights and actionable tips, but the core message is simple: every client needs a tailored approach to local SEO. There’s no shortcut to success—it’s all about digging deep into data, being honest with your clients, and staying flexible enough to adapt when needed.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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