Ranking a Website for Local Keywords with No Backlinks

                 Goal: Rank a Website with No Backlinks

 

My Method for Ranking a Website for Local Keywords with No Backlinks

I have implemented following strategies to rank our clients’ website on local keywords, and I got amazing results! I will provide the proof at the end of this post.

Find Low Competition Keywords

First of all, it is important to identify the right keywords for your website. I always research keywords that relevant to my client’s business and have zero or low competition. You need to refine your keyword research skills as it might be difficult to find keywords with zero competition. It is recommended to go for long tail keywords as they have decent search volume and low competition.

For example, if you want to optimize a website of a roofing company which is located in Los Angeles, then you will probably search following keywords at first:

•    Roofing company in Los Angeles

•    Roofing company in California

•    Roofing contractors Los Angeles

•    Roofers in Los Angeles

However, if I look at the search volume and competition, I would not include above keywords in my list. In fact, I will add following keywords:

•    Roofing Los Angeles

•    Roofing Los Angeles CA

•    Los Angeles Roofing Contractors

•    Los Angeles Roofing

Know Where You Stand with a Local SEO Audit

Once you finalize your target keywords, the next thing is to do a Local SEO Audit. Here are the steps to follow:

Step #1: Do a baseline ranking check. Find out where your website stands on the targeted keywords. List your keywords in Excel (as shown below) along with monthly search volume and current ranking position in Google SERPs.

Step #2: Scan your or your client’s Business on Yext.com. It will help you find the local listing sites on which your business is not listed. Make a list of those websites or buy a subscription of Yext’s Power Listings.

 

Step #3: Make a checklist of Local SEO Optimization. Include following parameters:

–    Use of localized keywords in content

–    Use of localized keywords in meta tags

–    Use of localized keywords in heading tags

–    Local Schema Tags

This checklist is very critical as the next action points will be based on this checklist.

 

Great Content

I am a strong believer of quality content, and I recommend you to focus on your website content for organic rankings. I have come across many websites ranking well in Google with their great content and very few backlinks. A great content focuses on users with the use of relevant search terms. In order to create unbelievable content, you need to work with your content team closely. You need to give direction to the content team by sharing the search terms that your target audience is searching.

When I say content, it also includes the blog on your website. Make sure you publish at least one blog post every week. You can cover some local stories related to your industry, tips & tricks, common myths, and mistakes, etc.

 

Optimize your Meta Data and Title Tags for Local Search Users

Meta tags are the most critical part of website optimization. There are three elements of meta tags:

–    Meta Title

–    Meta Description

–    Meta Keywords (Google doesn’t consider this, but Bing and Yahoo consider this)

 

The CTR of your website largely depends on the meta title and meta description. Hence, I advise you to write a compelling title and description that incorporate your keywords. Use location identifiers in meta title and meta description.

 

IMPORTANT NOTE:

–    Your meta title should not be more than 60 characters.

–    Your meta descriptions should not exceed 156 characters.

 

Optimize URLs

If possible, try to include location name in your landing pages’ URLs as well. However, if your website has numerous pages, then avoid changing their URL structure because it may result in increased number of 404 error pages. For a limited number of pages, you can change the URL structure and implement 301 redirections.

Example:

–    Old URL: www.websitexyz.com/roofing/

–    Suggested New URL: www.websitexyz.com/roofing-los-angeles/

Once you change the URL structure, you can redirect the old URL to new URL.

 

List your business on Google Places, Bing Places, and other local listing websites

One of the most important parts of Local SEO is having your business listed on Google Places, Bing Places, and other local directories such as Yelp.com

 

As I explained above in Local SEO Audit, you can make a list of websites on which your business is not listed, using Yext Scanner. While listing your website on local directories, make sure you choose relevant categories and provide correct contact information, pictures, opening hours, etc.

In fact, Google also recommends you to choose one or two categories only. Avoid adding too many categories.

NAP Consistency + Local Schema

Many people overlook the importance of NAP (Name, Address, and Phone) consistency. Whenever I start working on any Local SEO Project, this is the first thing that I check because fixing the NAP inconsistencies is time-consuming and a difficult job.

Wherever you list your business, make sure your NAP is consistent everywhere. For example, if your company name is XYZ Inc., then you should use XYZ Inc. everywhere and not just XYZ. Avoid using toll-free numbers in local listings and use a local phone number only.

In addition to NAP Consistency, I strongly recommend adding local schema (consistent with your local listings’ NAP) on the homepage. Google recommends showing the address on the homepage. This seems obvious, but many webmasters overlook this simple step.

Generate Local Geo Sitemap

I am sure you must have added XML sitemap, HTML sitemap, and an image sitemap. But have you added Geo Sitemap for Local SEO? If not, then you must add it now!

Like local schema, Geo Sitemap also tells search engines where your business is located. You can easily generate geo sitemap with this tool. You just need to fill in your business information as shown below.

 

Generate sitemaps and download KML and Geo Sitemap files.

After downloading both the files, you need to upload them to the root of the website using FTP clients like Filezilla. Afterward, go to Google Search Console and add the Geo sitemap to the Sitemaps Section.

 

After downloading both the files, you need to upload them to the root of the website using FTP clients like Filezilla. Afterward, go to Google Search Console and add the Geo sitemap to the Sitemaps Section.

 

The Proof!

Now that I have listed my strategies to rank a website for local keywords, it’s time to show some proof to you that these strategies actually work. I have been optimizing websites for local businesses from past seven years, and for many clients, I have successfully achieved desired rankings with no or fewer backlinks. Here is one such website:

Website: www.prosperitymortgages.co.uk

No. of Backlinks: (1)

 

Keywords Ranking Position:

Keyword	Baseline Ranking	Current Ranking
Mortgage Broker Aberdeen	No Ranking	6
Life insurance advisor Aberdeen	No Ranking	6
Remortgage Aberdeen	No Ranking	11