Local SEO is the process of making sure all the online elements of your business are optimized, so that your search result appears in front of an extremely relevant audience at a time when they're displaying interest in your product or service. With local SEO that audience will be within the general vicinity of your business or within the areas you target.
- Before we jump in, I want to point out that this course assumes that you have a basic understanding of search engine optimization and the terminology that goes along with it. If you're not already familiar with these concepts, I recommend you first take a look at the SEO Fundamentals course on Lynda.com, which will bring you up to speed. Now, when we talk about local search engine optimization, we're referring to the process of making sure all the online elements of your business are optimized so that your search result appears in front of an extremely relevant audience at a time when they're displaying interest in your product or service.
In the case of local SEO, that relevant audience is someone that is currently, or will be, in the same vicinity as your business. When you visit a search engine, say Google, and enter a term, the goal of Google is to provide you with the best possible result. It's why you continue to search on Google. If they keep delivering what you were hoping for in the first few results, you'll continue to conduct your searches on their system. Google is motivated to deliver the best possible result, it's how they make their money. So when you enter that search term, in an instant, Google has to make a determination.
Is this something the user would want near them, or is this something global? Looking for cupcake recipes is very different than looking for cupcake bakeries. If I'm in Santa Barbara, a cupcake bakery in Texas is likely not what I'm looking for. However, a cupcake recipe can be on any blog written by anyone, regardless of location. But how does Google differentiate? In an extremely simplistic explanation, a bakery is clearly a category of a business that would be local, a recipe is not. How they know the difference between those words is a course in itself, but that's how it matters for you.
What matters is that Google knows you're a cupcake bakery and not an outlet for recipes, that's local SEO. Together, we're going to look at how to provide Google with the right information, so that you not only show up when someone is looking for you, but that you're provided with the tools to show up on top.
First, get an overview of the local SEO landscape, tips for evaluating and optimizing your site, and advice on conducting keyword research. Author Brad Batesole also shows how to optimize your site structure and on-page content, acquire local citations, and make sure your name, address, and phone (NAP) information is consistent across the web.
Want to appear in Google Maps and local search results? Find out how to make sure your listing shows up by setting up your Google My Business page, and learn how to incorporate links and reviews. Finally, discover how to secure backlinks from reputable sources and handle SEO for a business that has multiple locations. If you want to boost your ranking, understand the competition, or just understand how search engines like Google operate at a local level, this is the course for you.
- What is local SEO?
- Understanding local ranking factors
- Identifying your top keywords
- Researching the competition
- Optimizing your site structure
- Using and testing structured data
- Creating localized content
- Optimizing on-page elements
- Tracking results
- Acquiring local citations
- Creating a Google My Business page
- Securing backlinks
- Collecting reviews
- Handling multiple locations
Skill Level Intermediate
Q: This course was updated on 08/30/2017. What changed?
A: The following topics were updated: identifying your top keywords, researching local keyword modifiers, optimizing page speed, setting up Google Search Console, creating a Google My Business page, outfitting your local listing with content, using the Google My Business interface, and securing reviews on Google and other sites.