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Ranking Locally, Sudo Style

Discussion in 'Black Hat SEO' started by sudorank, Jul 8, 2013.

  1. sudorank

    sudorank Power Member

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    So i live in the UK and my specialty is looking for niches that have a local / offline aspect to them. I own a few "nice earners" all of them creating leads or making bookings but they all use this one method to rank. If you own a small local business it's well worth using this method because it will improve your conversion rate!

    If you live in the USA that's cool too, although my guide is specific to the UK you can swap bits over to make it work for the US too.

    What's a local search term?

    Basically, it's when someone types "Plumber in Bristol" or "Oven Cleaner York". Different words will play in different ways, some will gravitate towards two word keywords with the service word at the start eg: "couriers Gloucester" while others might have three words eg: "Birmingham airport hotels" or "estate agents in Luton".

    Google keyword tool is your friend here, hook it up, have a play and see which combo's bring the most impressions. Don't get into massive long tail stuff at this stage, your just after the main term for the moment.

    Travel stuff is huge in this method imho; hotels, parking spaces and loads of other things will work here as an affiliate. Doesn't have to be small either! Think of local places that naturally attract a huge number of visits each day.

    Building the website

    Basically, you can choose what you like or if your applying this guide to an established business just stick with what you have. Catchy brand names work wonders and domains that have an air of authority look good too. Just have a good think about what customers will be looking for and buy a domain that appears to offer it, which brings me neatly on to.

    Using Adwords to get your info down

    Local search can be a goldmine, can also be a right pain in the a^&e! The keyword tool info can be a bit misleading as some of the keywords you might be targeting are really small. (Sub 1000 per month)

    If you want to test a keyword, knock up a cheap website, stick Adwords on it and check out the figures. It's also worth trying a few title / description combo's to see what works. This can have a good bearing on what domain name to purchase and what to call your new "company". Worth spending a few weeks on to get it down imho!

    Building a small website with SEO in mind

    Not gonna bore you with how to build a website, just gonna give you my personal checklist:

    • Build a small evergreen content section in .php .css with includes for footers/headers etc etc...
    • Make this static bit of the site really kick ass with regard to on-page SEO, static means HUGE amounts of leeway to create perfection!
    • Leave space in your footer for a NAP Citation nb: If you don't know what this is yet just leave a line of space for it. You can figure it all out later.
    • Try to layer your html so it runs: H1, H2, H3, H4, P, UL etc etc...
    • Write a couple of thousand words of original content about the subject.
    • Flesh out a fake; about us, contact us, terms, privacy policy
    • Add a WordPress blog on a sub directory called /news/ or /blog/
    • Create company Twitter & Facebook pages, get them integrated with WordPress
    • Use rss2html to put the most recent 10 posts from the blog on your homepage.

    Okay, could say more but i think that gives you an idea.

    NAP Citations

    Before we even get thinking about link building we want to fix a few things first.

    A NAP Citation is basically what Google Local Business uses to understand what and where a "real" business is. If your stuck just Google it, loads of tutorials online.

    If your a blackhat SEO it's unlikely your gonna own an address in the locality your serving. This is cool though we can get around this easily!

    • To get a mail address: Just type "Mailboxes in Bristol" or whatever city your going for.
    • To get a phonline: Gradwell or Sipgate offer local UK voip numbers which can be diverted if you get a telephone affiliate deal.

    Got it? Cool!

    There is a very important message with this however!

    KEEP YOUR NAP CITATION THE EXACT SAME EVERY TIME ITS REFERENCED ON GOOGLE!

    This means you never change your phone line, never change address and never change company name. It's Google maps suicide imho!

    Getting your NAP's indexed and referenced

    This is simple, although the telesales calls you will get from the likes of Thomsons Directory and others will be a pain. Don't panic though! These calls die out after a few weeks!

    Where to get your business indexed:

    • Google Local Business
    • Google +
    • Facebook Twitter (Add your NAP address, phone and web address to everything)
    • LinkedIn (Only if it's applicable)
    • Yell
    • Scoot (Updates lot's of smaller directories)
    • 118information (Updates all 118 directories automatically plus 192 and lot's of small directories)
    • Bing Local
    • Yahoo Local << Bing & Yahoo might be the same thing now, worth a check!
    • Yelp / Qype << These are merging soon so only need to bother with one.
    • Use your NAP Address as your domain registration address.

    KEEP YOUR NAP CITATION THE EXACT SAME EVERY TIME ITS REFERENCED ON GOOGLE!
    ^^^^^
    Thought i'd add this in here again! Please use my advice because the method won't work without it.

    One more place to add your NAP Citation, the most important one!

    There is one place i haven't mentioned yet, it's the most important!

    YOUR WEBSITE!

    Yes, remember that space we kept in our footer? Just add your NAP there for Google to index.

    So what we done so far?

    We have been busy!

    • Got a well SEO's website with company blog with Twitter / Facebook updates.
    • Made our website local by giving it a local address and phone line.
    • Given Google strong signals we are social and local.
    • Given our Google Local Listing a real chance of ranking in the top 10 from the start.

    Now for the link building

    This is where it gets interesting, recent Google updates have made it far easier for local businesses to compete and rank for local searches. Guess what type of website you have created? Yep, a local business! Nice :hahaha:

    With this method you wont need half as many links to rank as if you went into a niche the standard way. I own websites that are pwning national comparison website for some terms because i'm local!

    I'll let you worry about the link building. We all have our favorite ways and they all work fine here. Another bonus of being "local" is that other local business will link to you. Some of these links are the very best you could ever get!

    Build the links gently if it's a new website, older ones you can be a bit more aggressive with. Vary the anchor text and the types of places they come from and methods to get them.

    Fake reviews

    Some directories, yell.com and yelp being good examples love reviews! Searchers do love them too because they make a business look all warm and friendly! It's definitely worth pushing the Facebook / Twitter angle with this too! Tweet every good review!

    You don't need a massive number of reviews, just a handful on each directory is enough. You can do this through proxies or buy fiver gigs.

    Fake followers

    Buy some fiver follower gigs for Twitter / Facebook / Google+

    Take charge of your company name

    If your building something that gonna earn you 10,000 per year and you want it rock solid it's worth doing a bit of serp tidying for your company name.

    • SEO yell / yelp / qype in to top 10 for your company name (Hint: Fiver Gigs)
    • Create youtube videos about the company and SEO them for company name

    There are tonnes of things you can fill the top 10 with, your faked review site directories are a perfect place to start!

    PPC? Seriously?...

    If you have the output and revenue to run one. Add an Adwords / Bing PPC account to the mix too! Conversions from PPC are very good imho and it just adds to the number of ways people can click through to you. Win Win! Even if it's a loss leader account ie: Clicks cost more than sales - you will benefit from additional impressions and brand awareness anyway.

    If your loss leader bidding it's best to keep your advert out of the 3 pack at the top. Position 4/5 imho is the best one for impressions and few clicks!

    You can add your NAP citation, phone number or other local stuff to this advert too!

    After 3 months, what do we have?

    • Website in no1 on Google, Yahoo/Bing.
    • A fully cited business address for your Google Local SEO
    • Full to bursting Twitter/Facebook accounts.
    • Good reviews about your business when they look for your company name.
    • Google Local listing ranking top 10 for the main keyword.
    • PPC campaigns on Google & Bing / Yahoo.
    • Indexed blog ready to start getting content indexed quickly with.

    Above all!

    You got bank! Lovely, long term, panda, elephant, hedgehog proof bank! Google loves local business websites, if you build your links intelligently your looking at a nice little earner for years to come!

    The long tail

    Eventually you will look at your bank and think "I need more". Well you can do this in two ways:

    • Scale it up with more sites and local areas.
    • Beef up your website with long tail and split testing to improve sales.

    Remember that WordPress blog you installed? It's your long tail targeting friend! Create posts, use keyword research and write posts about it, beef up the content of the site and start pushing visitors through.

    Split testing the conversion process works wonders too. I have increased my base line 350% by always looking to improve and try new things. It doesn't always work but when it does you have learned something new to make bank with.

    If you want to scale everything up that's cool too. Just remember to use different designs, different domains and if your targeting the same niche in different areas just mix things up a bit. Never leave your network out for Google to discover!
     
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    Last edited: Jul 8, 2013
  2. sidnettwo

    sidnettwo Junior Member

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    Very, very impressive guide. Big thanks OP.
     
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  3. sudorank

    sudorank Power Member

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    Thanks sidnetto
     
  4. topdown

    topdown Junior Member

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    Excellent guide covering all the basics for a successful approach on a local business website.

    - Maintaining the blog section is very easy using "before and after" short stories with pictures, use them to populate your facebook, twitter pages.
    - Create a video for each service you provide and post it on youtube - a great way to populate some search results
    - Complete as many details as you can on Yell/G+ etc, make sure to add pictures, videos etc.
    - put yourself in the skin of the client, offer him the information that it needs and cut the crap with "Best company" etc
     
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  5. RedMango

    RedMango Power Member

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    Why are you interested in more impressions?
     
  6. sudorank

    sudorank Power Member

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    To build a brand. This technique is more about long term bank and building a genuine following which kinda keeps the momentum going even more.
     
  7. randybishop

    randybishop Senior Member

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    This is GD GOLD and deserves a BUMP! Thank you sudorank! ;)
     
  8. hedgy73

    hedgy73 Regular Member Premium Member

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    Great post with lots of good information exactly what I was looking for, thanks and +1 for taking the time to write it :).
     
  9. chumpss

    chumpss Regular Member

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    Great post!

    Remember to try and utilize Google Authorship or publisher. I have noticed it generally gives you a SEO boost but it "always" increases your CTR rate!
     
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  10. seocrab

    seocrab Senior Member

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    Great overview, thanks for posting. Don't forget to trademark your brand if you're looking to build it up. Pick a brand name that can be trademarked (i.e. don't use general terms). It costs £200 per trademark in the UK and will make reputation management a lot easier once your brand gets out there.
     
  11. randybishop

    randybishop Senior Member

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    Cool! Never heard of Google Authorship! Will definitely do that! Thanks chumpss!
     
  12. sudorank

    sudorank Power Member

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    Wow, thanks for all the rep you guys have given me! Only just coming back to this thread after a while.

    Cheers,
     
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  13. plummer

    plummer Registered Member

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    add some facebook likes
     
  14. rtraphic

    rtraphic Jr. VIP Jr. VIP Premium Member

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    sudorank, you deserve a lot for a guide like this bro!

    Only one little question, have things changed too much from 2013 to now? Becouse last reply is from september 2013, and i'm needing to pull up some local sites.

    So far this is the best guide i've found, but i wanted to know if the process is still the same after 1 year.

    Thank you so much in advance!!
     
  15. ThopHayt

    ThopHayt Jr. VIP Jr. VIP Premium Member

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    Local ranking is less restrained to the location of the business now. Nationwide powerhouses can out rank more local businesses again. Google keeps changing its mind of rather or not it wants the little local guy to rank ahead of the large national site/company.
     
  16. ASithLord

    ASithLord Junior Member

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    rtraphic

    I think this is still a good guide for local. The one thing is that Google killed Google Authorship, but in general this is a great guide for locally focused site. My question for sudo is how he monetizes. If sudo looks at this thread I would love to know what he thinks are the best ways to monetize a local site.
     
  17. ASithLord

    ASithLord Junior Member

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    ThopHayt,

    You're right about that, but with sudos method you can use some of the parasites like Yelp to get still get yourself into the top of Google's SERPs for your local terms. And long-term - meaning years and going through multiple Google updates - I think this is a winner.
     
  18. rtraphic

    rtraphic Jr. VIP Jr. VIP Premium Member

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    The best way to monetize this, in my honest opinion (and why i'm looking foward to rank locally) is to rank a niche site, and offer ads on it.

    For example, as it is in offline marketing section, the method to rank a site talking about teeth problems in local google, and then offer your local dentists and ad square on it.