Local SEO’s mostly focus on link building & content development – a study

As local businesses seek to gain traction online, their focus often turns to improving their ranking on Google’s search engine results page (SERP). This has led to an increased emphasis on search engine optimization (SEO), which involves improving the visibility and ranking of a website in organic search results. A new study has revealed that local SEO is predominantly focused on two key areas: link building and content development. In this article, we will explore the results of this study and examine how local businesses can improve their local SEO strategy.

The Study

According to a survey conducted by MOZ, a digital marketing software company, 80% of local marketers are currently buying ads on Google, which is almost 10% more than last year. The survey involved 1,300 local marketing agencies, small businesses and multi-location enterprises. The study also showed that local link building was a top priority for marketers, with 18% of respondents investing in this strategy. Local content development was also seen as a key priority, with 15% of respondents investing in this area.

Impact of COVID-19

The survey also revealed that marketing budgets have been impacted by the COVID-19 pandemic, with over 70% of respondents reporting cuts. However, the majority of respondents (74%) believe that business-as-usual will return within a year of safety orders being lifted. While local link building was impacted to some extent, paid media, social media, and localized web content were more often cut than SEO.

SERP Features

When asked about the SERP features they were most focused on, 77% of respondents said they agreed with the statement that Google Business Profiles are “the new homepage” for local businesses. The survey also revealed that Featured Snippets, Local Packs, and Google Business Profile were the top SERP features that marketers were focusing on.

Local SEO Tricks with High ROI

The study showed that the top local SEO tricks where marketers wanted to invest more were local link building (18%) and local content development (15%). On-site optimization, technical analysis of ranking/traffic/conversions, and website design were also seen as important, with 13%, 9%, and 8% of respondents investing in these areas respectively.

Link Building Strategies

Direct requests and sponsorships were identified as the top two strategies for link building and content development with the highest ROI. Here you can see a local link building strategy with the highest ROI.

Impact of Google My Business Profile Features

Three-quarters of respondents believe that the use of Google My Business Profile features, such as Posts and Q&A, impacts rankings in the local pack. However, some experts disagree, saying that while some elements of GMB do impact local rankings, Posts and Q&A do not.

Where Local SEO Resides Within Organizations

The survey also asked respondents where local SEO resided within their organization. It was found that 48% of the time, local SEO was located in the marketing department. Alternatively, it fell under the control of the business owner.

Local SEO Tools

The study showed that most local marketers (68%) reported using 2-5 local SEO tools, while 12% were using six or more. However, 20% used either none or only one tool. These are the Top Local SEO Tricks where marketers wanted to invest more.

1. Local link building – 18%
2. Local content development – 15%
3. On-site optimization – 13%
4. Technical analysis of ranking/traffic/conversions – 9%
5. Website design – 8%
6. Review management – 7%
7. Social media – 6%
8. Email marketing – 5%
9. Technical needs – 4%
10. Schema – 4%

As observed in the study, the highly competitive industries such as Automotive, Real Estate and Legal were “clamoring the loudest for devoted link building resources”. The top items on the local SEO tactical wish list, for enterprises, by comparison were:

1. Review management – 13.9%
2. Local content development – 13.2%
3. On-site optimization – 13.2%
4. Local link building – 11.1%
5. Technical analysis for ranking/traffic/conversions – 10.4%
6. Website design – 9%
7. Schema – 5.6%
8. Other Google Business Profile features management – 5.6%
9. Technical needs – 4.2%
10. 1Social media – 3.5%

When it comes to link building – content development, direct requests and sponsorships were the top 3 strategies with the highest ROI, as per the survey.

3/4th of respondents said that they believe “use of Google My Business profile features (e.g., Posts, Q&A) impacts rankings in the local pack”, which is partly true. Although some elements of GMB do impact local rankings, the local SEO consensus is that Posts and Q&A do not impact local rankings. Reviews and photos, by comparison, do not have an impact.

When asked about where local SEO resides within the organization, around 48% of the time, which is most often, it was located in the marketing department. Alternatively, it fell under the control of the business owner.

1. Account Managers – 15%
2. Webmasters – 9.1%
3. IT Department – 6.6%
4. Other groups – 3.4%

Most local marketers (68%) reported that they were using 2-5 local SEO tools, while 12% were using six or more, 20% used either none or one.

Conclusion

Local SEO is an essential part of digital marketing for the majority of U.S. businesses that have a physical presence or a service area. The study by MOZ has shown that local link building and local content development are the key priorities for local SEO. While COVID-19 has impacted marketing budgets, most businesses believe that business-as-usual will return within a year of safety orders being lifted. Direct requests and sponsorships were identified as the top two strategies for link building and content development with the highest ROI.

FAQs

What is local SEO?
Local SEO is a subset of search engine optimization that focuses on improving the visibility and ranking of a website in organic search results for a specific geographic location or service area.

Why is local SEO important?
Local SEO is important because it helps businesses to be found by customers who are searching for products or services in their local area. This can lead to increased website traffic, higher conversion rates, and ultimately, more sales.

How can businesses improve their local SEO strategy?
Businesses can improve their local SEO strategy by focusing on key areas such as link building, content development, on-site optimization, and Google My Business Profile management. It is also important to use local keywords and phrases in website content, meta descriptions, and title tags.

What are the top local SEO tricks with high ROI?
According to the MOZ survey, the top local SEO tricks with high ROI are local link building and local content development.

Where does local SEO typically reside within an organization?
The survey showed that local SEO typically resides within the marketing department or under the control of the business owner.