Last month, I talked about the importance of setting client expectations for Local SEO efforts. If you were paying attention, that advice should have gotten you in the door and landed you the gig. Now that you’ve got a new client, what the heck are you actually supposed to do?
We’ve all seen the Local Search Ranking Factors study from Moz. We’ve all heard Google admit that the top three ranking factors are content, links and whatever RankBrain does.
We also know we need to make our clients’ sites unique with awesome, never-before-seen content and amazing local links from all the most authoritative sources.
But how do we actually do that? If you’re doing work for one particular business niche, how do you come up with amazing unique content for each client? Or here’s an even more difficult quandary — if you’re doing local SEO for businesses in lots of different verticals, how do you come up with unparalleled content in so many different areas?
There’s one simple question you can ask that solves this problem every time.
Every business owner thinks they’re the best, and that they should be #1 in local search results. The important question to ask is, “Why do you DESERVE to be #1?”
If you work in-house, ask around and get the answer. If you’re freelance or at an agency, insist on a detailed answer from the client. You’ll inevitably hear answers like “Because we’re better than everyone else” or “Because we treat our customers better” — but don’t settle for generic fluff. Don’t be afraid to push them for a better answer.
If you can dig in and get a serious, detailed answer to that one question, then your job is incredibly simple.
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