Each year in the SEO community, discussions about a site’s authority grow increasingly prevalent. This trend has become especially noticeable with Google’s frequent core algorithm updates, which seem to emphasize authority and relevance more than ever.
While authority has always been significant in the broader SEO context, it has been a particularly critical factor in local SEO for years.
Taking a step back to view the broader local SEO picture, it makes sense that authority would be a major factor. Users searching for local services are likely to choose an authoritative brand with a solid reputation. Trust is crucial for any business to guide customers further down the buyer’s journey.
So, how can a local business build authority in their community and within their niche?
### 1. Create Genuinely Helpful Content
One of the most well-known phrases in the SEO community is “content is king/queen.” Despite this, many have found that simply posting frequent blog posts doesn’t necessarily improve rankings. The reason is straightforward: quality trumps quantity every time.
Content only achieves “king/queen” status when it provides real value. Users expect their questions to be answered when they search and visit a site. Google won’t rank a site highly just for having a lot of fluff. Creating content merely for the sake of content is unproductive.
#### Relevance Is Key
When creating content for a local business, identify what’s unique about your business’s niche in your area. By capitalizing on these opportunities, you can provide meaningful content to your target audience, potentially attracting more qualified readers. For instance, if you’re writing for a foundation repair company in central Texas, discussing basement waterproofing wouldn’t be relevant, as homes in Texas usually lack basements. Instead, focusing on protecting foundations from soil-related issues would be more pertinent.
This kind of relevant and genuinely helpful content aids customers in solving significant problems and increases brand awareness, which can be beneficial should they need services in the future.
#### Become a Community Resource When Possible
For some local businesses, like real estate agencies, offering content tailored to the area they serve can help build authority. It’s beneficial to provide location-specific information for such businesses. However, not all local businesses should adopt this strategy as it might not suit their needs.
For example, you wouldn’t look to your local plumber’s website for weekend activity suggestions. When creating local resource content, it’s vital to maintain relevance to keep the content purposeful and avoid it becoming mere filler.
### 2. Rethink Local Links
Local links work differently from those on larger, enterprise sites. While domain authority is important, it’s not the sole quality metric for links, especially concerning local sites. Over the years, discussions with experts like Greg Gifford have reinforced the idea that a guerrilla marketing approach can be effective in prospecting local links.
It’s crucial to consider the relevance of a site and its value to customers when seeking links. For instance, while acquiring a link from a high domain authority site is beneficial, a link from a local association or sponsorship can have a powerful impact. Sponsoring a local little league team, for example, can bring local relevance and put your business in front of potential customers.
In local SEO, these types of links often have a more significant impact, especially when paired with citation building, combining the best of both marketing worlds.
### 3. Emphasize Quality Reviews
In recent years, quality customer reviews have become essential for local business success in search results. Public-facing reviews help Google understand customer sentiment and build your brand’s authority, leading to better performance in search engine results pages (SERPs).
Remember, genuine quality reviews are key. Trying to manipulate the system with fake reviews can get your business listing flagged, creating bigger issues. Real reviews from actual customers offer opportunities to build authority and influence future customer decisions positively. Responding to negative reviews thoughtfully demonstrates your commitment to improving your business, which can appeal to potential customers.
Also, ensure you follow the guidelines for the review platforms you’re focusing on to avoid having reviews flagged for non-compliance.
### Be the Solution Your Customers Are Seeking
Authority is critical in local SEO and can significantly enhance a business’s search results performance. Investing in building your local site’s authority creates a positive ripple effect, benefiting your overall SEO campaign.
Maintain a focus on authority in all your on-page and off-page efforts, and you’ll likely see positive, lasting results over time.
