Rank Fast with these Topical Authority Tactics Ep.589
In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
Link Building
7 Tips For Better Local SEO Reporting by Matthew Bertram Ep. 554
Local SEO reporting improves when agencies simplify reports, choose metrics tied to business goals, segment keywords and traffic by location and device, and always end with actionable next steps.
Key takeaways
- Simplify reports by setting clear goals and eliminating metrics unrelated to the client's actual business goals.
- Segment keywords by location using tools like SE Ranking or SEMrush to get accurate local rank data.
- Mobile search traffic is arguably more important than desktop for local SEO campaigns.
- Google Business Profile listings can be a higher source of conversions and foot traffic than a business website.
- End every report with actionable recommendations so clients know exactly what needs to happen next.
Complicated reports with unnecessary data distract from the campaign successes that you're actually trying to share.
About this episode
Make your report comprehensive for local business clients. Here's how to set up your SEO reports to help local clients.
Questions this episode answers
What are the most important metrics to include in a local SEO report?
According to this episode, most local businesses care most about traffic and conversions. Matt Bertram recommends six metrics from Google Analytics: top landing pages, location by city, overall sessions, top traffic channels by sessions, traffic sources and medium, and new versus returning customers.
Why should local SEO reports segment traffic by device?
Mobile search traffic is argued to be more important than desktop for local SEO, especially when factoring in click to call and mobile ordering. The episode notes traffic ratios have shifted from roughly 70 percent desktop to at least 80 to 20 or even 90 to 10 in favor of mobile.
How should reporting periods be chosen for local SEO campaigns?
The episode recommends matching the reporting period to how often data is reviewed, whether every two weeks or every 30 days. It also advises comparing against the same period from the prior year to account for seasonality rather than only looking week over week.
In their words
Google business profile listings can be a significantly higher source of conversions and foot traffic to a business than their actual website.
Matt Bertram
The data tells you what's going on and then creating a strategy or actual steps on what to do. Those things need to be married together when you're presenting to the client because they are coming to you typically for answers, for solutions.
Matt Bertram
Terms defined in this episode
- Google Business Profile
- Formerly known as GMB, this listing can be a significantly higher source of conversions and foot traffic to a business than their actual website, and is key to ranking in near me searches.
- Local Pack
- A set of local search results highlighted by Google; keyword tools like SE Ranking offer data on whether a business appears in the local pack.
- Unlinked Brand Mentions
- References to a brand online that do not include a hyperlink back to the site; listed in the episode as an additional KPI to include in local SEO reports.
- Position Tracking
- A feature in tools like SE Ranking that monitors keyword rankings for searches in a specific geographic area such as a metropolitan area or set of GPS coordinates.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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