Recently, The CATALYST hosted an insightful workshop on Local SEO and Optimization Hacks, presented by Kevin Scrandt of KYBREE Marketing and Michael Cottam. This interactive session provided participants with valuable tips and strategies to enhance their online presence and maximize the benefits of SEO.
How Customers Find Local Businesses
Participants gained a deeper understanding of how customers discover local businesses through various platforms, including:
- Search Engines
- Social Media
- Online Directories
- Word of Mouth
Regular Paid Ads vs. Local Service Ads (LSA)
The workshop also covered the key differences between standard paid ads and Local Service Ads (LSAs)
Standard Paid Ads (Google Ads, Facebook Ads, etc.)
- Appear based on keyword targeting.
- Operate on a pay-per-click (PPC) model.
- Effective for brand awareness and direct sales.
Local Service Ads (LSAs)
- Operate on a pay-per-lead model.
- Appear above traditional paid ads on Google search results.
- Require business verification for eligibility.
The Importance of Directory Submissions for Local SEO
An essential component of Local SEO is maintaining accurate and consistent business profiles across multiple directory submission sites. Ensuring consistency in Name, Address, and Phone Number (NAP) across all platforms improves credibility and search engine rankings.
Monitoring Local SEO Rankings
Participants learned various methods for tracking their local search rankings and avoiding common mistakes. Tools such as Google Search Console, Google Business Profile, and third-party SEO tools help businesses measure performance and refine their strategies.
Leveraging Social Media & AI for Local SEO
The workshop also explored the role of social media and AI-driven search tools in local SEO. Best practices for TikTok and Instagram included:
- Utilizing local hashtags to increase discoverability.
- Posting engaging content, such as behind-the-scenes videos and customer testimonials.
Additionally, the facilitators discussed the impact of AI answer engines (e.g., ChatGPT, Google’s AI search, Bing AI, etc.) on local search, emphasizing the importance of:
- Optimizing website content for AI-driven search queries.
- Structuring data for better visibility.
Key Takeaways
Participants left with a strong understanding that consistency and optimization are key to dominating local search. By implementing these strategies and staying updated with evolving trends, businesses can enhance their online presence and attract more customers.
More on the CATALYST
The CATALYST is a Business Resource Center that is a strategic partnership between the Gilbert office of Economic Development and the Gilbert Chamber Foundation. Together, we help direct resources, services, and offer a year-round calendar of events and programming tailored to the Gilbert entrepreneur and small business community. The CATALYST is the newest collaboration aimed at stimulating economic wellness and strengthening business connections in Gilbert. Learn more at GilbertNextLevel.com
The CATALYST also provides access to resources through the Gilbert Next Level HUBB- a platform for small businesses in Gilbert. You can register on the link found on the CATALYST website: catalystgilbert.com
Best of all, these amenities are free for the public to use on a first-come, first-served basis. Learn more at GilbertNextLevel.com and at catalystgilbert.com.
