Last month, I discussed the importance of setting client expectations for Local SEO efforts. If you took that advice, it should have helped you land new clients. Now that you have a new client, what are you supposed to do next?
We’ve all seen the Local Search Ranking Factors study and heard that the top three ranking factors are content, links, and RankBrain. We also know the need to make our clients’ sites unique with outstanding content and amazing local links from authoritative sources.
But how do you actually achieve that? If you are working with one particular business niche, how do you create amazing unique content for each client? And if you’re doing local SEO for various industries, how do you produce unparalleled content across multiple sectors?
There’s one simple question you can ask that solves this problem every time.
Every business owner believes they deserve to be #1 in local search results. The crucial question to ask is, “Why do you DESERVE to be #1?”
If you work in-house, ask around for the answer. If you’re freelance or at an agency, insist on a detailed response from the client. You’ll likely hear answers like “Because we’re better than everyone else” or “Because we treat our customers better” — but don’t settle for generic fluff. Push for a more detailed answer.
If you can dig in and get a serious, detailed answer to that one question, your job becomes incredibly simple.
A great answer to the question makes content easy
When you get a detailed answer, writing unique content becomes easier. You’ll know exactly what sets that business apart from local competition. You’ll understand the unique processes at that location and how it is involved in the local community.
With all that knowledge, creating home page content almost writes itself. Product and service pages become a breeze, and location pages are easy to compile. A well-thought-out answer makes content creation significantly easier.
A great answer to the question makes link building simple
A great answer also simplifies link building. You’ll learn about the company’s community involvement and regular events they support. You’ll discover unique contests or impactful community service events they participate in.
With a solid answer, you’ll find numerous local link opportunities. These links will be unique and hyper-local, enhancing the site’s visibility without the struggle of brainstorming for ideas.
A great answer to the question makes you look good, too
Asking this question itself is important. Most agencies or in-house SEOs tend to apply a generic SEO plan for all clients.
Starting with a well-thought-out and detailed question sets you apart. Clients will notice you as the SEO consultant or agency that truly cares about them and the results you’re providing.
You’re setting an expectation for their involvement and investment in the process. This approach results in more engaged clients and greater satisfaction with their results.
