Can you Take a DIY Approach to Local SEO?

Apr 24

As a business owner, you're always looking for ways to increase your visibility and attract more customers. And if you operate a physical storefront or offer services within a specific geographic area, local search engine optimization (SEO) is key to achieving that goal.

So, what is local SEO? In a nutshell, it's the practice of optimizing your online presence to rank higher in search engine results pages (SERPs) for people in your local area. This includes a range of strategies, such as Google My Business optimization, local keyword research, and local link building.

But the question remains: can you take a DIY approach to local SEO, or do you need to hire a professional to see results? In this article, we'll explore the pros and cons of DIY local SEO, offer tips for successful implementation, and highlight examples of businesses that have succeeded - or failed - with a DIY approach. Let's dive in.

Pros and Cons of DIY Local SEO

Before we jump into strategies, let's take a closer look at the advantages and disadvantages of taking a DIY approach to local SEO.

Benefits of DIY Local SEO

Cost-effective: Hiring an SEO agency or consultant can be expensive, especially for small businesses with limited budgets. A DIY approach can save you money and allow you to invest your resources in other areas of your business.
Full control over strategy: With a DIY approach, you have complete control over your local SEO strategy. You can tailor it to your specific needs, experiment with different tactics, and adjust on the fly.

Drawbacks of DIY Local SEO

Lack of expertise: SEO is a complex and ever-changing field that requires a lot of knowledge and experience. If you don't have a strong foundation in SEO, you may struggle to successfully implement a local strategy, and you may even make mistakes that hurt your online visibility.
Time-consuming: Local SEO requires a significant investment of time and effort, especially if you're starting from scratch. As a business owner, your time is valuable, and you may not be able to afford to spend hours every week on SEO.
Potential mistakes: Without the guidance of a professional, you may inadvertently make mistakes that hurt your rankings or get you penalized by search engines. These mistakes can be costly to fix and can even result in long-term damage to your online reputation.

Now that we've covered the pros and cons of DIY local SEO let's dive into some strategies you can implement on your own.

DIY Local SEO Strategies

There are several strategies you can implement to improve your local SEO, but keep in mind that it's not a one-size-fits-all approach. These strategies take time and effort to execute, but they have the potential to boost your online visibility and attract more customers to your business.

1. Keyword Research and Optimization

Keyword research is the process of identifying the phrases and terms that people are searching for related to your business, products, or services. Once you've identified the keywords you want to target, you need to optimize your website's content to include them naturally. Here are a few tips for effective keyword optimization:

Use your target keywords in your page titles and meta descriptions
Optimize your website's content with local keywords
Use headers and subheaders to break up your content and include keywords where appropriate
Use alt text for images to include your target keywords

2. On-page Optimization

On-page optimization refers to the changes you make to your website's content and HTML source code to help it rank higher in search engine results. Here are a few tips for optimizing your website's on-page elements:

Include your business name, address, and phone number (NAP) prominently on your website
Optimize your title tags and meta descriptions to include your target keywords
Include your NAP in your website's footer
Use schema markup to help search engines understand your content and improve your visibility in local search results

3. Local Business Listings

Local listings are online directories that allow you to list your business information, including your NAP and website URL. These listings can help you rank higher in Google's local search results and attract more customers.

Claim and verify your Google My Business (GMB) listing
List your business on other prominent directories such as Yelp, Bing, and YellowPages
Ensure that your business information is consistent across all local listings

4. Backlink Building and Guest Posting

Building high-quality links is an essential part of any SEO strategy. Here are a few tips for building quality links within your local area:

Guest post on local blogs and websites to build natural backlinks to your site
Partner with other local businesses to cross-promote and link to each other's websites
Sponsor local events or charities and get a backlink in return

5. Social Media Marketing

Social media is an excellent way to build your brand online and improve your local SEO. Here are a few tips for using social media to boost your local visibility:

Post regular updates and engage with your followers on social media platforms
Include your business NAP in your social media profiles
Use social media to promote your business and upcoming events

These are just a few strategies you can implement to improve your local SEO. Keep in mind that local SEO is an ongoing process, and you'll need to continually monitor your progress, adjust your strategies, and stay up-to-date with the latest trends and best practices.

Examples of a DIY Approach

Now that we've covered some strategies for DIY local SEO, it's essential to acknowledge that successful implementation requires significant knowledge and expertise. To determine whether a DIY approach is right for your business, let's highlight a few case studies comparing DIY and professional local SEO.

For example, let's consider the website and local presence of a suburban dental clinic. The clinic's owner attempted to manage their local SEO using a variety of online resources and tutorials. Over the course of the year, the clinic's Google My Business listing performed adequately, with steady improvements regarding its ranking within the local search results. However, after handing their local SEO management over to professionals, the clinic saw significant improvements in its Google My Business visibility and overall rankings. The professionals were able to build their backlinks, get the clinic included in niche-focused directories, and make significant optimizations to the website's keyword usage, which resulted in a 30% increase in the website's organic traffic.

On the other hand, consider a hair salon that is new to the area, utilizing professional services received from a marketing or SEO agency can be daunting. Ultimately the salon's owner decided to take a DIY approach to save costs. They began by claiming their Google My Business listing and Yelp presence, making significant optimizations within their website, and started guest posting on hair industry blogs. In the following months, they continued to receive steady foot traffic and more calls and bookings from potential clients.

These two examples illustrate that a DIY approach to local SEO can be effective at times, but it requires significant effort and expertise. Ultimately, each business's unique requirements and goals will determine whether a DIY or professional approach is most suitable.

In the next section, we offer tips for successful DIY local SEO to give your business the best chance of succeeding with a DIY approach.

Tips for Successful DIY Local SEO

If you've decided to take a DIY approach to local SEO, there are several tips and best practices you should follow to improve your chances of success. Here are some tips to keep in mind:

1. Know Your Limitations and Strengths

Before you start implementing local SEO strategies, it's essential to assess your skills and expertise. Determine what you're good at and what you're not, and focus on areas where you can make the most significant impact. Remember that it's okay to ask for help and outsource certain tasks if needed.

2. Stay Up-to-Date with Search Engine Algorithm Updates

Search engines like Google are continually updating their algorithms to improve the quality of search results. It's essential to stay up-to-date with these updates, as they can impact your search rankings. Subscribe to industry blogs and follow the latest news to stay informed.

3. Utilize Resources Available Online

There are plenty of resources available online to help you learn about local SEO best practices and strategies. Blogs, forums, and online communities are all excellent places to get advice and ask questions. Consider joining local business groups or industry associations to network with other business owners and stay informed.

4. Track and Analyze Your Performance Regularly

To know if your local SEO strategies are working, you need to track and analyze your performance regularly. Use tools like Google Analytics and Google Search Console to monitor your website traffic and search performance. Keep track of your rankings and search visibility, and adjust your strategies accordingly.

Taking a DIY approach to local SEO can be a cost-effective way to improve your online visibility and attract more customers. However, it can also be time-consuming and require a significant investment of knowledge and expertise. By following these tips and best practices, you can improve your chances of success and determine if a DIY approach is right for your business.

Final Thoughts

While DIY local SEO can be a cost-effective option, it requires knowledge, expertise, and a significant investment of time and effort. The benefits of DIY local SEO include cost-effectiveness and complete control over your local SEO strategy. However, the drawbacks include a lack of expertise, the potential for mistakes, and the significant investment of time.

We've discussed several local SEO strategies for keyword research and optimization, on-page optimization, local business listings, backlink building, guest posting, and social media marketing. However, it's important to note that these strategies aren't exhaustive and that local SEO requires an evolving and dynamic approach.

Finally, it's essential to note that a professional local SEO expert brings expertise, experience, and knowledge to navigate the ever-changing world of SEO. When deciding between DIY and hiring a professional, it's important to assess your business's goals, resources, and objectives.

If you decide to take a DIY approach to local SEO, follow our tips and best practices to improve your chances of success. Remember to track and analyze your performance regularly, stay up-to-date with algorithm updates, and outsource where necessary. With the proper approach, you can improve your online visibility, attract new customers and ultimately grow your business.

Jordan Olson

Jordan Olson is a seasoned marketing maestro with over 20 years under his belt, specializing in the fine arts of copywriting, lead generation, and SEO.

He's been a VP of Marketing in the corporate world but found that he enjoys being his own boss much more - mainly because he gets to choose his office snacks.

Now, he relishes in the variety of clients he works with daily, from tech startups to online ukulele lessons.

When he's not crafting compelling copy or digging into analytics, you will find him playing with his kids or sneaking in a game of Magic the Gathering.