Third Marble’s Local SEO Process: The “Blocks”

Local SEO is a process. Like building a website or building a house, Local SEO is a series of tasks that need to be completed. We’ve put all the tasks associated with Local SEO into a series of “blocks”, or lists of tasks.

  1. Our first 12 blocks are the building blocks for your Local SEO Foundation.
  2. Then we move to our Ongoing Optimization Block. This is were we continue to optimize your web presence to get your rankings up even higher, get more keywords to page one and improve the traffic you get from your Google My Business account.

The number of blocks needed each month largely depends on:

  1. How many pages you have on your website
  2. How many competitors you have
  3. How many locations you have

Call us to help you determine a plan that’s best for your website, or see our SEO prices for more details.

Local SEO Process

Block #1

Set Up and Audit

Setup and SEO Analysis

DESCRIPTION OF TASKS:

  • Perform initial SEO Audit for the website and the Google My Business account.
  • Collect login information for website access and other resources.
  • Collect information for citations and business listings.

OBJECTIVES:

  • Establish a general SEO strategy for the website and Google My Business account.
  • Ensure we have all required information.

Block #2

Google My Business

Google My Business Optimization

DESCRIPTION OF TASKS:

  • Set-up and optimize the Google My Business (GMB) account
  • Research and set the GMB Category strategy.
  • Determine top 5 Keywords
  • Develop top 5 page strategy
  • Perform competitor analysis
  • Set-up baseline reports for:
    • Keyword ranking
    • GMB
    • Reviews
    • Citations

OBJECTIVES:

  • Begin the process of getting more traffic from Google My Business.
  • Establish a baseline for key metrics.
  • Determine keywords that will drive the most relevant local traffic.
  • Determine the level of SEO on local competitor websites.

Block #3

Home Page Optimization

SEO Homepage Optimization

DESCRIPTION OF TASKS:

  • Ensure Google Analytics is installed properly on all pages.
  • Install local optimization software on website.
  • Optimize the Home Page for the most relevant keyword phrase and local city.
  • Perform a Google My Business Check.*

* A Google My Business Check includes an evaluation of the Insights data, a competitive comparison and one or two edits to signal to Google that the account was recently active.

OBJECTIVES:

  • Begin the process of getting more organic traffic to the Home Page for a top keyword phrase.
  • Ensure the Home Page and the GMB are optimized to each other.
  • Establish a baseline for organic traffic.

Block #4

Citations

Citations for SEO Optimization

DESCRIPTION OF TASKS:

  • Confirm final Name, Address and Phone Number (NAP) for citation creation process.
  • Look for erroneous citations and flag for repair or removal.
  • Complete the application process for the major Data Aggregators.

OBJECTIVES:

  • Begin the process of setting up citations and business listings.
At this point in the process, we have started to build the foundation for the 4 main areas of Local SEO – Website Optimization, Page Optimization, Google My Business and Citations. The next four blocks focus on getting more keywords on page one.

Block #5

Keyword Research

SEO Keyword Research and Analysis

DESCRIPTION OF TASKS:

  • Keyword research for the next series of top level pages.
  • Determine a page strategy for these keywords.
  • Update keyword ranking reporting systems.
  • Perform a Google My Business Check.

OBJECTIVES:

  • Expand the number of target keywords.
  • Create a plan to get those keywords to page one, organically and / or on Google My Business.

Block #6

Competitive Analysis

SEO Competitive Analysis

DESCRIPTION OF TASKS:

  • For the top level keywords, research local competitors for SEO metrics.
  • Set-up Search Console (Webmaster Tools) and link to Google Analytics.
  • Review website for Google penalties and resolve.
  • Optimize the next two top-level pages for target keywords per strategy.

OBJECTIVES:

  • Competitors have different levels of SEO elements in place. By determining their reasons for out-ranking your website, we can use this information to determine which SEO elements are needed to get top placement.
  • Google lowers page ranking for websites with penalties, so fixing any issues will help improve rankings for all keywords.

Block #7

Sitemaps

Sitemap Submission and Optimization

DESCRIPTION OF TASKS:

  • Install sitemap software, or create a static XML sitemap.
  • Create KML file, install on website and add to the sitemap.
  • Submit sitemaps and KML files to Google.
  • Add Sitemap link to footer.
  • Check robots.txt file for erroneous disallows.
  • Optimize the next two top-level pages.
  • Perform a Google My Business Check.

OBJECTIVES:

  • The sitemap is what Google uses to index all of your pages, unless blocked by the robots.txt file. This block ensures Google can find and properly index all the pages of your website.

Block #8

Schema

Schema Applied to Website

DESCRIPTION OF TASKS:

  • Add the proper address schema for all locations.
  • Add a review schema to the footer.
  • Add a correctly linked Google Map per location with proper API interface to Google.
  • Add hours of operation with proper schema per each location.
  • Set up the next three highest authority citations.

OBJECTIVES:

  • “Schema” is website mark-up metadata created by the search engines to identify data on a web page. This helps us tell Google and Bing what information on your website identifies the name of your business, your address, your phone number, your latitude and longitude, your hours of operation and your testimonials.
Now, we’ve gone deeper into each of the four main areas of SEO and are ready to start looking at strategies to expand the number of keywords for your website. Next, we need to continue to expand, and make sure nothing is blocking Google from indexing your website properly.

Block #9

Long Tail Terms

DESCRIPTION OF TASKS:

  • Keyword research the third and fourth level pages of the website.
  • Determine a strategy for more of the long tailed terms and lesser searched phrases.
  • Optimize the next two top level pages.
  • Set up the next three highest authority citations.
  • Perform a Google My Business Check.

OBJECTIVES:

  • Long-tailed terms are generally the terms used by people that are serious about buying. Since they don’t get searched for as frequently, we optimize the lower-level pages for these longer-tailed terms.
  • Increase the number of keywords that appear on page one.

Block #10

Bing and AMP

Bing and AMP Optimization

DESCRIPTION OF TASKS:

  • Set up Bing Webmaster Tools.
  • Submit sitemaps to Bing.
  • Add social media links.
  • For WordPress websites, set up AMP (accelerated mobile pages).
  • Optimize the next two top level pages.
  • Set up the next three highest authority citations.

OBJECTIVES:

  • Begin to optimize top keywords for Bing.
  • Websites with Accelerated Mobile Pages (AMP) are more likely to rank higher on mobile devices.

Block #11

Navigation Optimization

SEO Navigation Optimization

DESCRIPTION OF TASKS:

  • Optimize the text and title attributes in all navigation areas.
  • Optimize the next two top level pages.
  • Set up the next three highest authority citations.
  • Perform a Google My Business Check.

OBJECTIVES:

  • Navigation bars appear on every page and provide Google more information about each page. Optimizing the nav bars according to a keyword strategy increases page rank for these pages.

Block #12

Website Performance

Website Performance Optimization

DESCRIPTION OF TASKS:

  • Check for spam back-links and disavow links as needed.
  • Check Google Page Speed and Mobile Friendliness. Fix if possible or recommend changes to client.
  • Find and fix any internal and external broken links.
  • Check for duplicate content and resolve.
  • Optimize the next two top level pages.
  • Set up the next three highest authority citations.

OBJECTIVES:

  • Google wants to list websites that have great User Experience. These tasks help us identify potentially harmful signals to your page ranking.

The Local SEO Foundation is compete at this point. We have optimized the top 12 pages of your website, set up the Data Aggregators plus the top 16 citations, optimized the website and your Google My Business account.

Next, we move to our “Ongoing Optimization Block”. Depending on how many pages your website has, we either finish optimizing pages or begin re-optimizing pages for better page ranking and higher click-through-rates to drive more traffic.

Ongoing SEO Optimization

Ongoing SEO Optimization

DESCRIPTION OF TASKS:

Site Optimization:

  • Check page speed.
  • Check for new broken links.
  • Check for new mobile issues.
  • Check for new duplicate content.
  • Update competitive analysis as competitors re-optimize their websites.
  • Look for back-linking opportunities.
  • Check for new spam links and add them to the disavow file.

Page Optimization:

  • Update keyword strategy as needed.
  • Until all pages are optimized, optimize 2 pages.
  • Once all pages have been optimized for the first time re-optimize 3 or 4 pages as needed:
    • Focus on pages that are ranking on page 2, or bottom of page 1 of Google.
    • Edit page meta to improve click through rates and page position.
    • Add internal contextual back-links as needed.
    • Edit content for readability scores and keyword density.

Citations (per location):

  • Set up the next three highest authority citations.
  • Look for citations with errors and correct if possible.

Google My Business Check (per location):

  • Perform a Google My Business Check.
    • Add an image or two.
    • Check for new Categories.
    • With permission, respond to unanswered reviews with keyword rich response.
    • Review GMB Insights reports.

OBJECTIVES:

  • Increase page ranking for targeted keywords.
  • Increase Google My Business impressions and actions.
  • Increase traffic to your website.
  • Get you more customers.

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