While formal listings of your business in local business indexes like Google Business Profile or Yelp are a major component of your local SEO, all relevant links and mentions of your brand around the web are also worth tracking.
Earning links from authoritative third-party online publications will build the strength of your website and increase its chances of being returned as a relevant result for searchers who are looking for what your business is and does. There are many excellent SEO software products with sophisticated link measuring components.
Meanwhile, mentions of your business don’t have to contain links to be valuable. An “unstructured citation” is any online reference to your complete or partial business name and contact information. For example, a potential customer might discover your business because it has been referenced on a local blog, podcast, video channel, or online news site. If these citations drive leads and sales for your business, they are something to be sought after and carefully stewarded. You can track your unstructured citations by looking at what comes up when you do a branded search (a search for your business name) in Google, and you can also use social listening tools to discover brand mentions on social media platforms.
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