What is “local SEO”?  It’s how well your site ranks in search engines when someone is trying to find services near them.  Example searches include phrases like:  “real estate lawyer, Boston” or “payroll company in Massachusetts” or even “bookkeeper near me”.   (or “outsourced marketing near Framingham” wink!)

The readers of this blog are, by and large, looking for clients within driving distance of their office, not nationally.  Therefore, you care a lot more about the traffic to your website that is from people searching within a 50 – 100 mile radius.  So, how do you get more website visitors who fit that profile?  Focus on “local SEO”.

Baseline Local SEO Practices:

  • Cover your bases with basic SEO best practices:
    • keyword-rich meta data on each page and blog post
    • lots of links between different pages on your site (especially service pages and partner bio pages)
    • fast load-time for desktop and mobile
    • calls to action on every page with “goals” tracking in Google Analytics
  • Embed a Google Map to your Contact Us page as this helps Google know where your office is.
  • Mobile friendly (that the pages look good and that the navigation works well on a phone screen). This is especially important because Google Maps using your embedded map and suggests your site when people search for ‘near me’ or ‘near current location’ on their phone.
  • Claim Google Business listing and make sure it’s up to date (and consistent across all places where you’ve claimed your business such as Yelp, YellowPages, or any other industry directories.) It should match what is on your website, too. Since things can change, set a calendar reminder for every 6 months to check on the listings.

Bonus Local SEO Practices:

  • Google Posts – Google gives preference to posts made from Google Business accounts
    • Posts expire after 7 days so keep on it! (Write them in advance and then set a calendar reminder to post weekly)
  • Ask clients to review your firm on Google and Yelp. There might be other local or industry specific directories that are worth some effort as well.

Write blog posts that include geographic terms:

  • People care about their communities. So, when your people get involved in an area nonprofit, write about it!  Include the name of the organization you supported or the event you attended, why it was meaningful to your firm.  In this post you are going to include the LOCATION of the event or organization so that Google sees that keyword and has more confidence in your location.  If you can get a quote from someone at the organization, even better.  The caution here is that you want your blog to full of information that your reader cares about so too many “about us” posts can be off-putting.  For Google to feel like it knows what the blog post is about, the length needs to be 300 words.
  • You can also write (anonymous or not) case studies. Include the industry of the client (also a great keyword!), and the LOCATION, then talk about the issues and your solution.  Again, this needs to be 300 words.
  • Partner with firms in related fields to co-write articles or share your content on their site. Everyone needs help writing content, so any firm should be eager to share or collaborate on high quality, original content. At the bottom of your article, be sure to include a link to the author’s bio and location of your firm.

Lastly, consider adding a call to action at the end of each blog… if you’re looking for local SEO or other online marketing services for your professional services firm in Greater Boston, contact me!

You can also read my other articles for professional services firms on SEO and SEM!

 

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Alison has more than fifteen years of professional services marketing and business development experience. She is a Boston College Double Eagle, holding both a BS in Management with concentrations in Marketing & Information Systems, and an MBA. Alison is a member of the 2009 Boston Business Journal’s 40 Under 40 class of honorees.