- [Instructor] If you're a brick and mortar business or if you have a local presence, then it's important to know that your potential customers are using search engines to look for local products and services and search engines are getting pretty good at giving users exactly what they want with some very specific local types of search results. Let's say you're in Boston with a toothache that needs some immediate attention. These days the first thing you're likely to do is head to a search engine and start typing dentist Boston. And you're more likely to do it on Google than anywhere else. In Google search results you'll see a list of businesses in the Boston area matching your search. You'll see some special listings with location markers and a map and with a click or a tap, you'll end up in a listing format showing a larger map of the area with local results, showcasing hours of operation reviews, contact information, driving directions, questions and answers and more. The bottom line is that if you're a dentist in Boston and you don't have this kind of local listing on the search engines your phone isn't very likely to be ringing. So how do you position yourself to have your business featured in these special local search results when users type in search queries with a local intent or while they're physically nearby? Well, you want to focus on local search engine listings, citations and some optimizations you can make to your pages. First off, you're going to need to have a Google my business listing. And the first step is to head over to google.com/business and walk through the process of setting up and verifying your business listing as soon as possible. And while Google enjoys a lion's share of the search market, you should also be doing this over on Bing version of this called places for business which you can [email protected] beyond the search engine local listings When we're working on local SEO, we'll need to understand the concept of citations each and every mention that search engines find around the web of the name, address, and phone number of your business is considered a citation. And the more citations a business gets from quality sources, the more the search engines trust that this is a business searchers are looking for and the higher it can rank in local search results. Next, your website itself is a critical piece of your local marketing strategy. You want to make sure that you have separate pages on your website for each service or category of products you offer. And you want to make sure that your business's name, address and phone number are clearly identified on those pages. Of course, remember your content strategy and make sure you have relevant keywords in your copy to ensure optimal search performance. And of course you'll want to be leveraging local schema by ensuring that you've added the appropriate local markup to your pages, focusing on creating, maintaining, and growing your local search engine listings, building consistent and quality citations of your name, address and phone number around the web and focusing on the content of your website are the key ingredients you'll need for local search success.
- Define search engine optimization.
- Explore the fundamentals of reading search engine results pages.
- Examine the essentials of understanding keyword attributes.
- Break down the steps for optimizing the non-text components of a webpage.
- Recognize how search engines index context.
- Explore an overview of long-term content planning strategies and how they can help keep content on your site fresh.
- Define your website’s audience, topics, angle, and style when mapping out your long-term content.
- Identify the steps to take when building internal links within your website.
- Recognize how to analyze links in order to measure SEO effectiveness.
- Break down the necessary components for understanding local SEO.