As several of our clients have brick and mortar stores, we’re dealing with a lot of local campaigns. While local campaigns are often regarded as “less work” or even “easy” compared to an international or e-commerce campaign, there’s still a ton of work that needs to be done right when setup. To help speed up this process while still remaining efficient, we setup a Trello board to keep on the right path. It’s a public board because we want your feedback as well. What needs to be added, removed, tweaked, etc. Side note, I’ve left out most site-specific steps unless they were directly tied into the local setup.
This is going to involve all aspects of getting your local campaign ready. Researching the best terms for the industry (and location), taking note of any notable competitors, and making sure that you benchmark key metrics that you’ll need to report on later.
After setting up your tracking you’ll be creating/updating the local pages themselves. This is truly one of those tasks that you need to make sure is done correctly the first time. Because of long turnaround times for changes, you’ll want to double check that all your information on your Google/Bing pages are built correctly.
After your location pages are setup in the search engines, you’ll next need to add the necessary local changes to the website itself. This includes adding the NAP where needed, and adding the necessary Schema markup.
Citations and links are huge when it comes to building a successful local campaign. This stage involves putting plans together to make sure you have a steady flow of high quality links and citations being built/earned.
In addition, having a specific strategy in place for earning reviews is key. With the ever-growing increase in social integration into search engines, reviews are too important to be overlooked. The trick here is to get help from the business owner, as they are typically the ones who interact directly with the customer.
When these strategies are executed well and in order, the result is a strong foundation that a local campaign can get a great boost from.