Texas small businesses looking to implement local SEO in Garland, TX, must first understand their goals and objectives for online marketing. Because only 30% of existing companies would recommend their current SEO provider, there is a significant disconnect between agency and customer. To clear things up, DFW SEO presents the Garland SEO guide.
Chapter 1: Defining Your Goals
As a Garland business owner, what do you hope to accomplish through SEO? It shouldn’t be enough to invest in search engine optimization for the sake of it or because you’ve heard about it from other businesses. To have SEO success, you must define clear and measurable goals. For example:
Some companies want to establish an online presence to expand brand recognition and awareness. However, if your company lacks a basic online presence, it can be hard to grow and scale in 2022. Essential SEO tasks like claiming your Google My Business listing are cost-effective and straightforward ways to grow your brand online.
Perhaps the most common SEO objective is to generate leads. SEO is an effective way to get more prospective customers to contact your company with website funnels, forms, and calls-to-action. Depending on your business model, your lead generation methods may vary in 2022.
Though leads are the first step in selling your products and services, the sales process requires a unique set of strategies. Optimizing your website for conversions is one of the main reasons why companies invest in search engine optimization. The bottom line always appeals to business owners.
Chapter 2: Creating a Plan
Once you know your SEO goals, you can begin developing a plan to achieve them. One of the most significant challenges with SEO is identifying the best ways to achieve your marketing objectives. Below, Dallas Fort Worth SEO will outline some of the primary SEO plan points.
Companies without an online presence must plan to launch a new website optimized for search engines. However, even businesses with existing websites should look into creating a unique design and optimization strategy. SEO-friendly websites are designed to provide excellent user experience and easily accessible content through clean navigation.
Identifying target keywords is essential to SEO success for Garland, TX. However, finding search volumes for location-specific keywords can present challenges for researchers.
Still, once you set up your Google Search Console, you will acquire more reliable data in the form of search queries. The goal is to find both primary terms and long-tail keywords to target with your website. It would help if you also considered user intent and the potential for conversions.
Once you identify high-opportunity keywords, you must assign those keywords to specific pages or blog posts through content mapping. You can use a Google Sheet or MS Excel Spreadsheet to map out your content. Your service pages should target primary keywords, while your blog posts can target long-tail terms and phrases that relate to your topics.
Chapter 3: Local SEO Basics
Once you have an SEO plan, it’s time to start implementing local SEO basics. It begins by claiming and optimizing your Google My Business listing and then investing in NAP citations. From there, you want to start asking former clients to leave reviews on your various feedback platforms. Let’s review the steps below:
Claim Your Google My Business
Local SEO’s top priority is your Google My Business listing. By claiming your listing, you can appear in Google’s Local Map 3-Pack for related keyword terms. In addition, GMB listings are free of charge, so you can begin optimizing them as soon as you’re verified. Verification typically occurs via postcard, where Google sends a code to your office address. Once you input the code, your listing goes live.
Invest in NAP Citations
Citations are essential for any Garland-area business looking to grow through SEO. You can use services like Whitspark or Yext to spread your citations across various platforms like Yelp, Angi, and HomeAdvisor. Each provider offers different packages depending on your industry and budget. In addition to spreading your contact information across the web, citations also serve as nofollow backlinks for your website.
Your business can quickly gain legitimacy through review requests. Ask some of your most satisfied former or existing clients to leave a review about your business. You can automate review requests through software tools like DataPins. As you begin acquiring legitimate reviews from real customers, you will see your GMB listing rise in the local rankings and your other platforms rank higher on Google search.
Chapter 4: On-Page SEO for Local Businesses
Once you set up your local SEO basics, it’s time to implement your on-page SEO on your local website. We spoke about designing a website in the planning phase, and now it’s time to optimize it for search engines. It starts by inserting title tags and meta descriptions on the appropriate pages and properly deploying keywords and synonyms throughout the content. First, let’s take a look at the on-page SEO steps for local websites.
Title Tags / Meta Descriptions
Each page and post needs both a title tag and meta descriptions containing your primary keyword instances. Remember, Google uses the title tag to designate the page’s topic, so correctly inserting your tag is critical. Titles should be between 50-60 characters, and keep in mind that Google recently updated how it displays title tags to users. Meta descriptions should be about 160 characters and describe your page.
Inserting Keywords Within Content
Correctly inserting keywords into titles and descriptions is not enough to rank for the term. To give yourself a chance to rank high on SERPs, you must include the keyword in your content. Always insert the keyword within the first paragraph and in one or more header tags within your page. Be careful not to overly use the keyword as that’s considered keyword stuffing which can harm your site’s SEO. Instead, use synonyms and LSI keywords to diversify the language and create readable content for the user.
URL Structure and Internal Linking
Each page and post has its own unique permalink, which Google crawls when indexing your website. So, for example, garlanddental.com/teeth-cleaning-services would represent the teeth cleaning service page on your website. Aside from correctly naming your URL slugs with the proper terms, you should also link internally from your homepage to service pages and from blog posts to related service pages. Internal linking helps the reader find related pages and helps Google crawl your site.
Chapter 5: Off-Page SEO
Even the best on-page content in all of Texas won’t be enough to rank your Garland website on the first page of Google. For search engines to trust your domain, you must correctly implement off-page SEO. For example, we covered some off-site SEO tasks in the SEO basics section, like investing in NAP citations. However, there is more to do relating to off-page SEO in 2022.
Investing in NAP citations, which we cover in the local SEO basics, helps establish nofollow links for your business website. However, nofollow links only count as a hint for your website’s authority rather than a full endorsement. Follow links, in contrast, do count as an endorsement, and you must build them by producing great content and building relationships. For example, a local chamber of commerce mentioning your company, along with a link to your website, is an example of a link that can pass equity to your domain. Avoid paying for links, however, as Google will penalize and de-index your entire website.
We covered review generation in local SEO basics, but a more extensive reputation management process should ensure that your brand is in good standing across the web. It is essential to monitor what people are saying about your company, not just on review platforms like Yelp and Google, but on social media networks like Twitter, Facebook, and LinkedIn. You can also bolster your reputation directly on your website by downloading the DataPins plugin and performing jobsite schema pins when you complete services.
Much like citations, claiming social media profiles is a big part of SEO success. Your company should have a verified business page on Facebook, Twitter, Instagram, Linkedin, and YouTube, at the very least. While you don’t have to post frequently, you should always optimize your social profiles with your company logo, the about us section, and a link to your main website, depending on your industry and outreach plan. It also helps to publish video content on YouTube, which you can share on other social platforms and your website.
Chapter 6: Technical SEO
Technical SEO is often overlooked in the context of local optimization. However, technically sound websites perform better locally, which makes technical SEO imperative in 2022. Factors like site speed, crawl budget, and sitemap submission influence how well or poorly you rank on Google search results. Below we outline the aspects of technical SEO.
Your site speed can make or break user experience, especially for mobile visitors. Test your website speed on Google Pagespeed Insights and GTMetrix to evaluate where you can improve. Consider downloading and installing WordPress plugins like WPRocket and W3 – Total Cache to speed up your website automatically. Considering some local institutions ignore website speed entirely, it presents a chance for your company to stand out among the crowd.
Search engines like Google use resources to crawl websites. However, with over 1.7 billion websites currently online, Google must preserve some of those resources for the most optimal websites. The resources allocated by Google for your website are known as your crawl budget. Removing thin content and low-quality pages helps increase your crawl budget and encourage Google to crawl your website more frequently. Instead, focus on consolidating similar pages and only publishing valuable content.
It is essential to submit a sitemap through Google Search Console to help Google crawl and index your pages. Every website should have an XML sitemap which you can create manually or with a plugin like Yoast SEO. Think of your sitemap as a roadmap for search engine crawlers which will help index your pages efficiently and put your website on good terms with Google, Bing, and Yahoo.
Chapter 7: Reporting & Analytics
Tracking your SEO progress is the best way to understand its value or lack thereof, especially if you pay for Garland SEO services. Ultimately, you must set benchmarks for traffic, lead generation, and clicks so that you can correctly attribute ROI to your SEO budget. Let’s take a look at some of the best ways to monitor your progress.
Google Analytics is a free Google tool that requires web admins to install tracking code within your website’s HTML. Once set up, administrators can view traffic, landing pages, sources, and various other important metrics that showcase SEO progress. It helps to understand the intricacies of Google Analytics to get the most out of its reporting. You may want to invest in an SEO agency to produce reports on your behalf, and you shouldn’t trust companies that fail to provide such data.
Google Search Console
Google Search Console is another free Google tool with a more user-friendly interface than Google Analytics. GSC is relatively easy to use, even for non-professionals; however, it only tracks Google traffic rather than total traffic (other search engines, direct traffic, etc.). Despite such limitations, Google is by far the #1 search engine globally, so GSC can provide extremely valuable insights for business owners.
Google My Business Insights
Your Google My Business listing should be a top traffic source for Garland-area companies, which makes Google My Business Insights a critical tracking tool. GMB insights provide data about who clicks on your GMB listing, who calls directly from your profile, and which queries your listing show up for on Google Maps. You’ll find that your listing may show up for various near me search queries which is a sign of good local SEO.
Investing in Garland SEO Services
If you find the local SEO process overwhelming, you are not alone. Consider partnering with Dallas-Fort Worth SEO for SEO services in Garland, TX. Our agency provides a full spectrum of services, including website design, GMB optimization, citations, and complete SEO. We also offer reporting and analytics using the tools mentioned above.
We are aware that most business owners find their SEO agency falling short of their promises. At DFW SEO, we consult with clients before they join our agency and outline detailed plans for growth in Garland, Texas. Best of all, we offer month-to-month plans so that businesses never feel locked into a long-term contract. Such plans keep the pressure on our agency to deliver success for your website so that you keep coming back.