Caesar at AugustusFilms.com is a long term client and an old friend of mine. He asked me to help him with his local SEO so he would show up more prominently for video editing services in the greater Los Angeles area.
When onboarding a new SEO client, I always send a kickoff to get an assessment from the client on the keywords they want to target, competitors they want to focus around and any access points to things like Google Search Console, Google Analytics and the website itself.
After I get the kickoff back, the SEO campaign begins in full and I start to understand the business, the keywords and the overall competitive landscape for both the difficulty of keywords and also the strength of competitors.
One of the biggest first steps is doing keyword research with an SEO mindset done first.
We have to get clear on what is the search term the customer you are looking to get onto your page is looking for versus what is just the term you think is most relevant or has the highest search volume.
A common mistake will be choosing a word that is high search volume but potentially too broad or will bring other searches. The keyword "video editing services los angeles" is a good keyword for Caesar because it includes "video editing" which he does but also the word "services" which means someone is looking for a provider or servicer of video editing. A higher search volume keyword would be "video editing companies los angeles" but the issue with this keyword is that it now starts to involve people who are looking for jobs at a video editing company versus someone looking for someone who will provide the services.
One of the big and immediate plays for Caesar was building up his local Los Angeles SEO presence on Google My Business. This was the first place I ranked him for the keyword and due to the geographic fencing, he was able to rank within a few weeks.
The local SEO Strategy really had basic steps to rank the GMB. This included adding the keyword to the title of the business (Los Angeles Video Editing Services), adding as many useful images of both the office and his work, writing a in depth description of the business, getting his clients to leave honest reviews that included "video", "editing" and other variations and adding his site and NAP (name address phone number) to all the local directories. He ranked very fast and his local Los Angeles SEO ranking on Google My Business was the first win.
After assessing the keyword, I personally use a software called Page Optimizer Pro to do an analysis on the top pages and see what On Page SEO features or factors are being considered for the keyword in the search results.
POP reviews not only websites but tracks over 40 factors on sites to see what correlative factors are determined with helping someone get a top keyword ranking.
The On Page SEO becomes very transparent and quantifiable, allowing very clear On Page updates like adding content or images or header tags with keywords to be more on target with the top ranking pages. In the case of Caesar's page, we looked to roll out an On page SEO strategy that consisted of adding the keywords exactly in title, header 1, 5x as variations on the page in paragraph text and adding over 1000 words of content. After doing this we knew had the PERFECT On Page SEO now for his actual website page.
Now our Los Angeles SEO strategy rolls out after going line item by line item to make the On Page SEO perfect, I index the site in Google Search Console (GSC) to let Google know about my new page and I let it sit.Here we begin to explore what else we can do to get our page ranking for our page.
After the On Page SEO, we explore Off Page SEO or where other websites write about you. Backlinks are the oldest ranking factor and originated when Google founders Page and Brinn were reading articles and noticed the always had citations at the end. They deduced if someone is citing someone for something, they must be relevant for that topic or content piece. Thus were born the value and weight on backlinks.
While archaic, getting backlinks is still relevant in 2019 and something you must do. Establishing relationships with websites and contacting website owners relevant to your niche via linkedin or direct email is the process to do it. While tedious, I just had to reach out to a few websites who would use Caesar's video editing services URL or use the keyword "Video editing Services Los Angeles" with a link to the specific service page to begin ranking the keyword.
Now it's about closing the gap. If there are any ranking gaps, doing Off Page SEO or running ads to show good user behavior will boost rankings and get more leads. While this is happening, Google My Business optimization like adding local citations and adding good content on the Google My Business will help move up the rankings. As we begin to move up the rankings for both, we will want to see the uptick in business whether it is calls or sales or contact form submissions. The Los Angeles SEO strategy now is fully working itself out.
Typically after I will write supporting content pieces that innerlink to my main page. Things like "Why use a Los Angeles SEO" or "What to look for in a SEO agency" or whatever people are searching. Content like this helps establish what your page or website is about and having silo'd content like this helps establish page content and hierarchy.
This is typically my overall process. I usually also recommend running some Facebook or Adwords campaigns to see what traffic does and how you convert. These user signals can also help boost your relevancy to Google if they take good actions.
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