Rank Any Local Business with This SEO Blueprint

Last updated: Jul 1, 2023

The video is about how to use SEO to rank a local business, using the example of a business offering eyelash extensions in St. Louis.

This video by Nathan Gotch was published on Oct 11, 2022.
Video length: 25:30.

The video is about how to rank a local business on Google using SEO techniques.

The speaker uses the example of a business offering eyelash extensions in St. Louis and walks through the process of analyzing competitors, optimizing the website, and acquiring links to improve rankings. The speaker emphasizes the importance of looking at what is already ranking well and adjusting strategies accordingly.

The video also highlights the significance of local packs and the need to be included in them to improve visibility.

  • The video explains how to use SEO to rank a local business, using the example of a St. Louis eyelash extension business.
  • The first step is to analyze the keyword and competitors, including their domain rating and optimization for the keyword.
  • It's important to optimize for local pack and other SERP features, including FAQ schema and the people also ask section.
  • Running a crawl with Screaming Frog can identify technical issues, such as missing H1 tags.
  • Optimizing on-page content includes using primary and related keywords, location information, and schema markup.
  • Building backlinks and citations from authoritative and relevant sources can improve rankings and local visibility.
  • Optimizing for location-based keywords involves targeting the home page for the core location keyword phrase and creating separate pages for surrounding cities.
  • Building content and on-page SEO are crucial for ranking, including using Surfer to identify optimization opportunities and NLP to optimize content.
  • Optimizing title, meta description, and heading tags, as well as page loading speed, are necessary for advanced optimization.

Rank Any Local Business with This SEO Blueprint - YouTube

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Introduction

  • The video is about how to use SEO to rank a local business.
  • The example used is a business offering eyelash extensions in St. Louis.
  • The video will walk through exactly what to do to improve their rankings and organic performance.
  • The first step is to analyze the keyword and competitors.
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Analyzing Competitors

  • Export the competitors and put them into a sheet.
  • Look at what's already ranking for the keyword.
  • Notice that there's not a single home page ranking well for this keyword.
  • Look at what types of pages are ranking, including social media URLs.
  • Check how well optimized the competitors are for the keyword.
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Strength of Competitors

  • Look at the domain rating to see how long the websites that are ranking are.
  • The first five rankings have an average domain rating of about 81.
  • There are websites that are ranking that are very weak, with a domain rating of 3, 1, 0, 8, and 2.
  • To get to the top five, you'll need some link firepower.
  • The example website being analyzed has a domain rating of zero, so there's a lot of room for improvement.
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Rank Any Local Business with This SEO Blueprint - YouTube

Google Search Results

  • Search for the keyword and see what's going on in the SERPs.
  • Notice that there's a clear local pack, so it's important to be in it to rank well in St. Louis.
  • Look at the traditional organic results and the CTR.
  • Notice that the Lash Loft is ranking about 21 on page two.
  • Look at the website and see what can be improved.
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Improving the Website

  • Use an internal URL instead of a home page to rank for the keyword.
  • Make sure the website is optimized well for the keyword.
  • Make sure the website has content that's relevant to the keyword.
  • Make sure the website has a good user experience.
  • Get more links to the website to improve its domain rating.
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Analysis of Competitors and SERP Features

  • Local pack and other SERP features are important to optimize for
  • FAQ schema can drive more organic traffic and CTR
  • People also ask section can help build topical authority and create relevant content
  • Ranking in other cities can help build topical authority and support primary location
  • Location of website affects strategy for targeting primary and secondary locations
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Running a Crawl with Screaming Frog

  • Indexable pages need more content and topical authority
  • Missing H1 tags on every page is a critical technical issue
  • Heading tags are important for Google to understand page content
  • Adding H1 and H2 tags and including keywords can improve page optimization
  • Keyword needs to be in title tag and meta description for primary location
  • Strategy for targeting primary and secondary locations depends on website location
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Optimizing On-Page Content

  • Include primary keyword in H1 tag and throughout content
  • Use related keywords and phrases to build topical authority
  • Include location information in content and meta tags
  • Use schema markup to enhance search results and drive more traffic
  • Optimize images with alt tags and file names that include keywords and location
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Building Backlinks and Citations

  • Backlinks from authoritative and relevant websites can improve rankings
  • Local citations from directories and review sites can improve local visibility
  • Focus on quality over quantity when building backlinks and citations
  • Use anchor text that includes keywords and location for backlinks
  • Monitor and manage online reviews to improve reputation and local visibility
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Optimizing for Location-Based Keywords

  • Target the home page for the core location keyword phrase.
  • Add a Geo modifier to make it clear which state the location is in.
  • Create separate pages for other surrounding cities.
  • These pages are designed to rank in traditional organic results.
  • Get more coverage and leads from different locations.
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Building Content and On-Page SEO

  • Use Surfer to see opportunities for optimization.
  • Look at competitors and see how well optimized they are.
  • Focus on on-page SEO when you don't have authority.
  • Get the word count to at least 900 words before optimizing.
  • Use NLP to optimize the content once the word count is met.
  • Run the content through Hemingway and Grammarly for readability and grammar.
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Optimizing Title, Meta Description, and Heading Tags

  • Optimize the title and meta description.
  • Use proper heading tags and put keywords in them.
  • Use Surfer to inject NLP related keywords.
  • Page loading speed is also important for advanced optimization.
  • These steps alone can get the rankings to the top of the second page or even the first page.
  • Then, more advanced optimization can be done.
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Conclusion

  • Optimizing for location-based keywords is important for local businesses.
  • Building content and on-page SEO are crucial for ranking.
  • Optimizing title, meta description, and heading tags is necessary.
  • Page loading speed is also important for advanced optimization.
  • Following these steps can get the rankings to the top of the second page or even the first page.
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Optimizing for Topical and Geolocation Authority

  • Building topical authority is important for local businesses.
  • Targeting national driven keywords is a mistake.
  • Creating data relevant to the location and topic is important.
  • Answer the Public is a good source for ideas.
  • Geospecific keywords should only be used when necessary.
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Creating Content for Topical Authority

  • Content should be rich and based on server recommendations.
  • On-page SEO should be optimized.
  • Creating new content on specific location pages is important.
  • Creating link bait driven assets is important.
  • Improving page loading speed is important.
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Acquiring Links for Local Businesses

  • Acquiring links is critical for improving rankings.
  • Beating strong sites requires driving more links.
  • Developing a content strategy is important for winning.
  • Low hanging fruits can be found by looking for local opportunities.
  • Building relationships with local businesses is important.
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Conclusion

  • Optimizing for topical and geolocation authority is important for local businesses.
  • Creating content and acquiring links are important for improving rankings.
  • Building relationships with local businesses can help acquire links.
  • Remember to prioritize topical and geolocation authority over national driven keywords.
  • Focus on being the authority on the topic and location.
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Link Building Strategy

  • Search for sponsor or donation opportunities relevant to the business
  • Find pages that are linking out to sponsors or partners
  • Reach out to the page and ask how much it is to become a sponsor
  • Build geo-targeted relevance by becoming a sponsor
  • Guest post or use niche edits to build more links
  • Search for relevant opportunities first, then move to broader verticals
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Relevancy Pyramid

  • Start at the top of the pyramid with 100% relevant opportunities
  • Focus on opportunities that are 75% relevant if 100% is not feasible
  • Move down the pyramid to broader opportunities as needed
  • Beauty is a good vertical to focus on for eyelash extensions
  • There are many opportunities available, so it's not necessary to go too broad
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On-Page SEO

  • Build content that is content-rich and hits the recommended word count
  • Optimize with traditional on-page SEO techniques
  • Include the keyword in the title, URL, meta description, H1, and H2
  • Optimize for NLP to take it to the next level
  • Create more content to support the bottom of the funnel keyword
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Link Building

  • Consistently acquire backlinks on a monthly basis to grow website authority
  • Focus on acquiring relevant and focused links
  • Acquiring links will be more challenging as you move up in the rankings
  • By being more relevant and acquiring focused links, it's feasible to beat competitors
  • It's possible to get into the top three with the right strategy

Watch the video on YouTube:
Rank Any Local Business with This SEO Blueprint - YouTube

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