AUTOMATED LOCAL SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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A small business could ostensibly get by using this tool to find ideal keyword targets, optimizing their Google My Business and other listing(s) around these terms, and just keeping a close eye on real SERPS and performance data as they go!

As a result, it’s easier than ever before for local businesses to court online customers.

Led by Google’s continual charge to hyper-localize transactional SERPs, this new focus underscores the company’s aim to get more local businesses front and center in the eyes of searchers. Ever since the Google Penguin Update in 2014, “Map Packs” (a collection of the top 3 local businesses alongside a map showing their locations) have become increasingly important for virtually all brick-and-mortar businesses looking to compete in organic search.

LISTING & REVIEW MANAGEMENT PLATFORMS.

A good all-around selection, this is one we often recommend to small- to medium-sized businesses and configure for them during a Local Completion Project . After that, we trust that their marketing staff will be in good hands despite not being Local SEO experts.

In this way, we’re able to isolate our traffic and gain a much better perspective on what local users are doing before they visit our site. Later on, we can use that intel to tailor our listings and landing pages in a way that maximizes conversions.

One of the biggest changes in SEO over the last several years has been the evolution of Local SEO.

Price : $129 to $299 per year per location.

BrightLocal is perfect for smaller businesses looking to pack a punch with their local presence. If you’re stuck with a smaller marketing team and budget, Brightlocal can set you up with citation management, review management, and local ranking data and reporting from Google and Bing. It’s a great starter tool, and with a little effort and dedication, it can be a great way to expand your business.

If you’re only looking to monitor Google rankings (or any other data specific to Google Maps/Google My Business), this probably isn’t the tool for you. But Keywordtool’s ability to drill down on keyword and search volume data and filter it by city (with a fair amount of smaller towns and cities included) is what makes this tool great. We recommend using it to find related terms when you’re doing initial research on a locale.

While Google My Business listings typically take up the majority of the local search real estate, there are plenty of additional spaces that businesses overlook all too often. Bing Places, Apple Maps, MapQuest, a plethora of local directories and industry-specific ones — these are just a few non-Google spaces you should keep in mind if you really want to make the most of your local strategy.

Local SEO tools to the rescue.

One way we like to use these tools is 1) tagging landing page URLs in our clients’ local listings; 2) making the necessary changes to channel groupings/segment creation/etc.; and 3) slicing that data in a way that lets us get the whole picture of local performance, rather than just a snapshot.

In the right hands, tools like these can get you where you need to be, and allow you to cover everything you need to compete — not just a few barebones GMB listings.

Moz Local is great for a wide-range of business sizes, and touches on all the major components. Moz Local is perfect for those who are too big for BrightLocal, and who want a few bells and whistles — namely, the ability to push data out and automate most management processes.

Keyword research and monitoring rankings (i.e. competitive analysis), listing and citation management , and reputation management — these are the three primary aspects we look for in tools that help us bring our local strategies to fruition and wins to our clients. Some are specialized, some are capable of all three — but they all excel in one way or another, and we’re all the better for them. So without further ado, here are our 6 favorite Local SEO tools that we use/recommend to our clients in 2021:

Who it’s for :

The problem with manual listing management.

If all you’ve ever had to go off of is rankings, clicks, phone calls, directions requests, and reviews, then this method can be a valuable alternative!

As just one aspect of our digital strategy retainers, we help businesses improve all aspects of their local SEO, identifying and pulling the levers that make the biggest impact and achieve real business value. We also offer our Local Completion Project — an adaptive, project-based approach designed to take our clients from wherever they’re at now to the best, most competitive position possible.

For retail businesses with digital marketing savvy, this is potentially great news! But the path to well-optimized local digital properties is a long and winding one, and it’s not as simple as throwing together a few Google My Business listings. That’s why, if you’re serious about boosting your local SEO, we recommend doing your research and picking up a few tools to help you out along the way.

Who it’s for :

The platform’s robust feature set is similar to Moz Local’s, but with more support and training available (not to mention customizability). Built-in data entities, custom reporting, and custom fields make Yext a very powerful local tool for the businesses who need it.

Price : Up to 3 locations: $29 per month / Up to 100 locations: $79 per month.

Retailers with multiple physical locations face unique challenges in local search engine optimization. Chief among them is the fact that managing local SEO for stores requires an ever-increasing knowledge base and skill set.

A group of department stores we tracked realized substantial savings. Through local SEO automation, they reduced CPCs from 60 cents to just 7 cents. In addition, they were able to capture valuable local click event analytics data on the number of clicks to coupons, maps and phone number. This enabled them to further optimize the user experience.

Radio Shack, for example, saw a 30 percent increase in average order value. This occurred over a four-month period through local SEO automation. The retailer’s data revealed that up to 60 percent of local store locator clicks resulted in physical store visits. In turn, 85 percent of those visitors made a purchase.

1. Local Landing Page Creation and Optimization.

Finally, improve local map rankings for multiple locations by automating listings optimization. This should be done for all locations on Google+, Yahoo Local and Bing Maps. Ensure accurate and consistent physical location and contact information by using one point of contact for managing map listings.

Map listings, reviews and ratings, discussions and user-generated content converge with your own SEO efforts in impacting your local search engine visibility. Because of that, it’s become crystal clear that manual, time and labor intensive SEO management methods have outlived their utility.

Marketers have a responsibility to their brand or client to ensure the greatest performance at the lowest possible cost. The goal? To generate the best ROI. SEO practitioners have historically struggled to prove this value. However, the volume and depth of the data now at our fingertips make the value of local SEO both measurable and defensible.

Keep your listings with Internet Yellow Pages (IYPs), directories and social networks. These represent an important part of your local link building efforts. They also help increase organic search rankings. However, keeping these thousands of listings optimized and current can be incredibly time consuming. Ensure consistency, reduce the legwork and improve optimization across the board by automating this process.

Automating these six local SEO processes delivers more relevant traffic and increased sales. And it does it at a lower CPC:

Similarly, a fully integrated mobile and tablet store and location finder is necessary to provide the type of user experience that earns clicks and drives sales. Automating the process of creating and optimizing multi-device pages allows for the addition of local SEO tools designed to convert mobile searchers.

6. Map Listings Management.

Reduce the team time spent on providing bulk business feeds while increasing optimization and consistency by automating your business listing management and input to search engines, data aggregators and social networks. Again, minimizing labor and negating the need for IT involvement makes the process of local business listing optimization more effective and less costly.

It’s insane to think the targeting and adjustment of local keyword terms can still be managed in Excel. Moreover, responding to algorithm updates across dozens or hundreds of local landing pages feels impossible. Automating the process of updating store location and local landing pages, with best practices applied across all properties, helps increase search engine visibility. It also rids your company of unnecessary time spent on local search optimization .

Long term, relevant search traffic, increased foot traffic in stores, coupon redemptions and, of course, higher sales volume and average order value, all point to a highly successful local search strategy. Local SEO automation drives measurable improvements in ROI for multi-location businesses.

In fact, focusing on the six factors listed above has helped marketers using Rio SEO software increase their search and in-store traffic in several industries. These include the department store, automotive parts, retail fashion and sporting goods industries. They also reduced labor and costs. Subsequently, Our Local SEO Best Practices Deliver Major Cost-Per-Click Reductions case study sheds light on significant cost savings for retailers.

5. IYP and Directory Management.

Automating processes that have historically proven time consuming and therefore costly can help you dramatically reduce your CPC and cost per acquisition. Meanwhile it can improve relevance and increasing your Web presence.

The key to capitalizing on this local search opportunity lies in automation. This includes the processes that have historically sucked up valuable time and resources. Cost-per-click in local search is an important metric. This indicates the actual cost of each visitor to your website via this channel. It also feeds into other metrics like cost per acquisition.

The ability to auto-build and optimize local landing pages for each location without running the IT gauntlet is critical for local search marketers. If your customers can’t find a store location using street address, IP address, neighborhood, city or zip code data, you have your work cut out for you. Successful local marketers have already moved far beyond automated location finding to displaying dynamic ad offerings and integrating with loyalty programs.

Download Local SEO Best Practices Deliver Major Cost-Per-Click Reductions for more insights, or contact us now to schedule a live demo of Rio SEO’s local search software.

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