Like most online marketing strategies today, SEO (and more specifically, local SEO), is a system.
It’s not a flash of genius or a spark of creativity. It’s the process of implementing a series of proven procedures that get results. If you are struggling to achieve results from organic search, there is a 90% chance it’s because you haven’t done the fundamental legwork or simply aren’t aware of what a successful SEO campaign looks like.
That said, for particularly competitive local markets – usually high-income markets where all the top players are investing heavily in SEO – sometimes an “ace in the hole” technique is needed to break through the competition and get to the top of Google’s front page.
Accordingly, I searched out 4 local SEO experts and discovered their “Ace In The Hole” technique for going past the standard system and breaking into highly competitive markets.
Here’s what they had to say.
1. “Go Content Crazy”
Content marketing is bigger than it’s ever been. More and more online businesses are investing heavily in a steady stream of compelling content intended to attract their target audience.
Yet the concept is almost unheard of for local business owners.
For many business owners and the marketers they hire, the only content that gets put up on the site is a handful of brief informational pages. While this might fly in less competitive niches, it is a big problem if you are trying to get traffic in a more saturated market.
Enter Brad Campbell, local SEO expert and co-founder of the Job Killing training program. Brad explains that his “ace in the hole” strategy for highly competitive niches is to do what none of his competitors are willing to do – write a ton of in-depth content on his landing pages.
So what exactly does going “content crazy” look like?
Well, as Brad mentioned, length is a big factor. Google wants to give users in-depth, authoritative content, and while more isn’t always better, Google will give you bonus points in its algorithm for lengthier content.
In order to get the most search value from your posts, it’s important to also go through the full on-page optimization process we discuss here. With a slate of lengthy, SEO optimized landing pages on your site, you will begin to see the results you’ve been waiting for.
2. Sponsor Posts On Key Sites
One element Brad mentioned that many business owners may not have even considered before is sponsored posts.
A sponsored post is a post that you pay to place on a target site. It is formatted similarly to a normal blog posts, but since it is essentially an advertisement, you are able to make it a bit promotional for your business if you so desire. Most higher quality sites will mark sponsored posts with a “Sponsored Post” tag or something similar to indicate that is has been purchased.
Let me just clarify right out of the gate that many sponsored post strategies or sites that accept sponsored posts are extremely spammy. SEO post farms were a big deal as recent as a decade ago, and some of these still remain, tricking businesses into paying them for completely worthless posts.
To get any sort of return via sponsored posts today, you need to be very specific in the opportunities you pursue. To explain this, we have Be Top Local‘s very own local SEO expert Ben Jensen, who has achieved big time results for his clients using the RIGHT sponsored post strategy.
So how do you practically go about getting sponsored post placed on a site like KSL.com? The process can be quite time consuming, and to be honest, I would recommend outsourcing this to your marketing consultant, but if you want to give it a go, here’s the process I would use to get posted on KSL.
- Think of a topic that will be interesting to KSL’s audience AND relevant to the service you offer.
- Find the right contact information, which for KSL would be Roman Budilov’s email listed here.
- Make sure the article topic is acceptable to KSL and get info on budget and timeline.
- Either write the article yourself or hire a freelance copywriter to draft a fantastic article for you.
- Submit the post with links and a CTA back to the most relevant landing page on your site.
Sponsored posts like this can be an incredibly affordable way to get local consumers on your site while also boosting your backlink profile.
3. Get More Customer Reviews
If you are a local business owner in the 21st Century, you have undoubtedly discovered firsthand the importance of online reviews.
What you may not have discovered, however, is that you are not limited to simply waiting and hoping that customers will review your business. You can make legitimate review acquisition an active part of your business and marketing process, and you SHOULD!
Ecommerce SEO expert Carl Hendy explains how he helps clients proactively seek reviews as part of his “ace in the hole” local seo strategy.
4. Create The Biggest Content
So let’s say you’ve done all of the above.
- You’ve turned all your landing pages into 2,000 word, optimized pieces of SEO brilliance.
- You’ve published sponsored posts on high-quality, authority websites in your niche.
- You’ve acquired a boatload of reviews from your customers.
If you have done all of this, there is a very high chance you are beginning to see some serious results. If, however, your niche is SO competitive and SO saturated that you are still not getting to the top 3 spots on Google’s front page, we have one last trick up our sleeve to help you steal home base.
It’s called the Skyscraper Technique and it comes to us courtesy of Brian Dean, SEO expert and teacher at Backlinko. When Brian is targeting rankings on a national level, he leapfrogs the competition by creating the biggest, baddest most in-depth content on the web.
Successful SEO is a process. If you are just getting started, don’t waste your time with these advanced techniques.
Start with the basics by following the process we outline in this Utah SEO case study – the same process Be Top Local used to turn an $8.5k budget into $100k profit in a single month.
If you’ve been grinding away at the fundamentals, however, and are still having difficulty cracking the top #3 spots, the 4 “Ace in the Hole” strategies we’ve discussed today are an incredible way to break through that plateau and get the results you need.
- Make your landing pages crazy long, in-depth and SEO optimized
- Purchase sponsored posts on key niche websites
- Prioritize getting reviews from your customers
- And create the biggest, baddest, most linkable content in your niche