7 QUICK AND EFFECTIVE TIPS TO MEASURE LOCAL SEO PERFORMANCE

Local SEO suits certain types of businesses such as brick and mortar stores, restaurants, florists, and service providers, among others.

It is relevant and indispensable considering 46% of Google searches focus on finding local information. Out of those searches, 88% of those people tend to visit the store within one day of conducting their search. You must have an online presence by way of a mobile responsive website or, at the very least, a Google Maps presence.

A significant pointer is that “Near Me” searches have seen a 900% increase in recent years. Therefore, local SEO is a must.

Photo by Ingo Joseph from Pexels

QUICK AND EFFECTIVE WAYS TO MEASURE SEO PERFORMANCE

1. DEFINING GOALS

  • Phone calls
  • In-person visit
  • Online form submission
  • Appointment booking
  • Online purchase
  • Text or chat response

2. OPTIMIZE WEBSITE FOR LOCAL SEO

In this example, the addition of San Francisco optimizes the title tag for local SEO.

3. ANALYTICS

Set up analytics by:

  • Signing into Google and creating your account. Add your website and install the analytics code into your webpages.
  • Set up currency and time zones in Analytics.
  • Go to the admin screen, select “Goal”, and add a new goal. Give your goal a name and description. You can assign a monetary value for the goal by multiplying the average closing rate of leads with an average value of the sale.
  • Set up form tracking by creating a form redirect page with variables in the URL to separate one page from the other. You may need to use plugins in WordPress to set this up.
  • An alternative is to set up event tracking, such as when viewers tap certain buttons on their mobile.
  • Set up a search console to work with Google Analytics.

This only works for your webpages. However, implementing different metrics– such as the amount of phone calls your business gets– requires different tools. Before we get to that, let us look at one thing you must do to understand your local SEO performance.

4. KEYWORD ANALYSIS

  • Navigate to SEMrush and type in your website URL. Click “Start Now”.
  • You will see results showing organic keyword performance. Keywords are ranked by importance.
  • Use the same set of keywords to conduct searches. This will show you which competitors are using the same keywords. You can decide to use the same set of keywords or focus on using other keywords. Dive a bit deeper by using the SEMrush keyword rankings along with your city name in Google. Doing so will help narrow your results. This underlines the importance of localizing keywords in your webpages, as stated above.

If you have not yet created a listing on Google My Business, Google+ and Google Maps, do so right now. Creating a listing helps professionally showcase your business to anyone who searches for it.

Now we can get back to the task of SEO KPI measurements.

5. CALL TRACKING

You can then use dynamic number insertion that uses JavaScript to detect phone numbers. After it detects a phone number, it will substitute it with a tracking number when a user loads your webpage. You can also create tracking numbers for sources from which calls originate from, such as searches, Facebook, and local directories.

To set up your CallRail tracking:

  • Insert your CallRail code in your site to permit dynamic number insertion. Callrail and WordPress can be integrated with a plugin.
  • Create a pool with several numbers.
  • Each visitor gets a number assigned and conversion attached to their session.

Now, you can focus on sources that prove more lucrative with call tracking analysis in local SEO.

6. GOOGLE ADWORDS

  • Link Adwords to Analytics account and enable auto-tagging in your Adwords account.
  • Set up conversions as goals in Analytics and import it into Adwords.
  • Create a call extension in Adwords and choose Google for call forwarding numbers.
  • Create a single offline tracking number in the call tracking platform described above and use that for Google forwarding number.

Your analytics will show how many calls you receive through Adwords and you can calculate ROIs.

7. USE ANALYTICS TO DETERMINE STATS

  • Paid conversion figure per week, per month, and so on
  • Calls and forms
  • Non-performing ad spends

Generate a report and examine it meticulously to understand your local SEO performance.

CONCLUSION

AUTHOR BIO

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