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Maximising Off-Page Local SEO Impact on Keyword Performance and Search Intent Strategies

Updated: Mar 22



Off-Page Local SEO Impact on Keyword Performance and Search Intent Strategies


Off-Page Local SEO plays a crucial role in aligning with search intent by bolstering the credibility and relevance of a business within its local neighborhood. Off-Page SEO includes external factors like your local citations, backlinks, and online engagements through important review sites (Google Business Profile). Aligning these off-page signals with a searcher’s local query will boost the business's credibility and visibility in local search results, ultimately enhancing its authority.


Navigating the Essentials of Off-Page SEO with a Local Twist

If you're here, you're probably looking to boost your local business's online presence. Don't sweat the complexities of long-term SEO strategies; Off-Page SEO is here to help. Join us as we explore the essentials of local SEO – because if you don’t know by now, the combination of Off-page SEO and local strategies is one crucial advantage to small businesses who want to compete on a broader level!


Harnessing the Power of Keyword Performance and Search Intent in Local Off-Page SEO

So, when it comes to Local SEO, there exists a dynamic interplay between keyword performance and understanding search intent, both of which wield significant influence over a business's digital footprint. Imagine this scenario: you're the proprietor of a thriving local start-up, yet without a strategic grasp of pertinent keywords and the motivations guiding local searches, your online presence remains incomplete. This is where the effectiveness of keywords and understanding the nuances of local search intent become essential. It entails utilising the precise terms resonating with your target audience and aligning them strategically with the intent behind their queries.


So, Buckle up, folks! In our upcoming guide, we're diving deep into the nitty-gritty of local Off-Page SEO, with a focus on the powerhouse duo of keyword performance and search intent. Get ready to uncover the secrets of choosing the right keywords tailored to your locale, navigating the opportunities behind search intent for local audiences, and applying killer strategies to amplify your local impact. From mastering the art of keyword integration to decoding the intent behind every search, we've got you covered.


Understanding Keyword Performance in Local Off-Page SEO

Cracking local optimisation strategies is all about understanding how your keywords perform off-page. This means tracking those backlinks, local listings, mentions, and online reviews to see how your brand reputation stacks up in the local space. By monitoring these off-site signals, you can identify areas for improvement and outrank the competition in your local market.


Deciphering Keyord Performance: Unveiling its Role in Local SEO Success

Let's break it down, deciphering how to properly monitor keyword performance is like unlocking opportunities for small business success.


Unveiling the Power of Local Keywords

Imagine your business is hidden online, missing out on potential customers. The key to unlocking its online presence? Local keywords. These powerful phrases, targeted to your specific location, are like magnets, attracting local searches and propelling you ahead of competitors.


Decoding Local Search Intent

What are your local customers searching for? Understanding their search intent is crucial. By incorporating specific or modified keywords and phrases into your online presence, you ensure your business pops up precisely when they need it most.


What Kind of Local Search Intent Factors Trigger Google's Local Algorithm

Google considers various factors to determine local search intent. For instance, when a local query is initiated, Google checks if the user's device has location services enabled to offer personalised and accurate search results


  1. Directions requested to a specific street, neighborhood, or city address

  2. Mentions of a business, or a specific industry narrow down the local intent

  3. Clicking through or scanning Google Business Profile information, images, reviews

  4. Searchers that engage with social media platforms that are locally known in the area or region


Exploring the 4 types of intent types: Informational, Navigational, and Transactional Queries


  • Informational Queries - Picture this: you're strolling through your neighborhood, craving some sushi. So, what's the first thing you do? Google "best sushi spots nearby", right? That's an informational query. It's all about gathering information, like finding out the operating hours of that new coffee place or how to fix a leaking faucet. In local optimisation opportunities, nailing these queries means answering people's desire to learn something about your area, by gaining their trust through shared knowledge and credibility on the internet.

  • Navigational Queries - Ever found yourself lost in unfamiliar territory, desperately trying to find that five-star Michelin joint you heard about? That's where navigational queries come in. They're all about finding your way, whether it's to a specific place or website. So, in local SEO, it's about making sure your business is optimised correctly, so your business is found specifically when potential customers are hunting for directions or trying to land on your shopfront.


Navigational Queries Google

  • Commercial Queries - Commercial intent keywords are queries entered by individuals on search engines indicating their intention to make a purchase or gather information to aid in their buying decision. Essentially, these keywords serve as signals from potential customers expressing their readiness to spend money and their interest in the products or services you offer. They signify a clear intent to engage with your offerings, presenting an opportunity for businesses to entice and cater to these motivated consumers.

  • Transactonal Queries - Ah, the sweet sound of a cash register ringing! Transactional queries are all about users being at the final stage of their purchasing journey, ready to book that deal. It could be booking a table at that fancy restaurant or purchasing the hottest lawn mower in town. So, it’s best to master these queries to easily direct customers to your online bookings, latest deals and offers when they’re ready to take action.



Types of SEO Keyword Search Intent

Dominating Your Digital Neighborhood

Unravelling the code to local keyword performance is like having a cheat code that helps direct traffic to your Google Business Profile or your website. By strategically using these targeted keywords, you dominate your digital neighborhood, becoming the go-to choice for local customers.


How Do Local Businesses Match Search Queries on Google?

It will highly depend on a company’s optimisation efforts on their online content, keyword placement & Google Business Profile that features a strong overall rating and a steady stream of quality reviews, help signal Google's algorithm that it's an excellent candidate to display on a specific user's search results page.


Local Keyword Modifiers


Keyword + Near me, around my area, close by

Keyword + Sydney or William St. Australia


If a searcher employs the specified keywords with the modifiers stated above, this will indicate to Google that the query pertains to a local search intent.


Tools and Tactics Tailored for Local Keyword Research

Let's start with the primary tools frequently utilised by Untangled. There's Semrush, recognised as the pioneer in keyword research tools. Although it's not specifically tailored for local SEO, Semrush excels in providing valuable keyword insights. If you're unsure where to start with your local keyword search, Semrush is a great starting point. With its extensive database and advanced capabilities, you can thoroughly explore your local market. This includes uncovering competitor keywords, identifying high-value opportunities, and monitoring keyword performance over time. Moreover, Semrush offers a suite of additional SEO features that complement your local keyword research endeavors, making it an indispensable asset in the toolkit of any SEO expert.


Semrush Keyword Magic Tool

Semrush comes to mind when choosing the best keywords for your company, the Keyword Magic Tool is the ultimate weapon. The feature is helpful for any keyword strategy and redefines the way users discover key terms for their content. This versatile tool simplifies the keyword research process by offering comprehensive data and valuable insights. Copywriters can utilise it with ease to incorporate various types of keyword intents into their articles, ensuring effectiveness during the content creation process.



SEMRush Keyword Magic Tool

Bright Local, our primary tool for local Off-Page SEO, stands out from the crowd with its intuitive interface that's a breeze to navigate. What sets Bright Local apart is its user-friendly design, making it easy for even beginners to dive into the world of local SEO without feeling overwhelmed. Plus, Bright Local goes the extra mile by providing comprehensive courses that guide users to learn search engine optimisation as a whole and to maximise their software's potential better. So whether you're a seasoned pro or just starting out in the world of local SEO, Bright Local and Semrush are your reliable tools in helping you uncover the perfect keywords that propel your business to the top of the local search results.


Bright Local feature: Local Search Grid

This feature is a vital tool for monitoring the effectiveness of local keywords in targeted areas. The local search grid provides invaluable insights into how we stack up against local competitors in our industry. It streamlines competitor analysis by presenting top competitors' Google Business Profiles and highlighting their online content optimisation efforts.



Bright Local feature: Local Search Grid

Localising Off-Page Elements: Integrating Keywords into Anchor Text, Meta Descriptions, and Headings for Enhanced Local Visibility

Useful steps to integrate keywords into off-page elements like anchor text, meta descriptions, and headings is a strategic move for enhanced visibility. Anchor text rich in geo-specific terms not only guides users but also signals relevance to search engines. Crafting meta descriptions with local keywords and structuring headings to include geo-specific terms further reinforces local relevance. By strategically optimising these off-page elements, businesses can carve out a prominent digital presence within their local areas, ultimately driving targeted search traffic and impacting their position in local search results.


Conclusion: Elevating Local SEO with Keyword Performance and Search Intent

To conclude, by keyword analysis and alignment with local search intent, businesses can position themselves as an authoritative voice within their niche. Leveraging tools like Bright Local and Semrush, they can curate geo-specific keywords tailored to their locale, ensuring maximum visibility and relevance.


More about Local Search Statistics

93% of consumers search Google Maps to find a business
46% of Google searches are local
70% of consumers will visit a store because of information found online

Drive More Local Customers. Contact our resident Local SEO Expert, andre@untangled.com.au or visit our page https://www.untangled.com.au/local-seo-listings to learn more about our Customer Engagement Service.


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