Joy Hawkins on How To Rank in Your Area, The Past and Future of Local SEO, and Dominating YouTube.

Joy Hawkins' Journey into Local SEO

From Telemarketer to SEO Expert

Danny: How did you originally get into local SEO 18 years ago?

Joy: I started as a telemarketer for a company selling Google ads back in 2006. My job was to cold-call insurance agents and pitch them on managing their Google ads. Back then, many people didn't even know what Google was. Google launched Google Places during my time there, and my clients were very interested in it. I found it fascinating and self-taught myself SEO to help my clients rank better.

Early Successes and Challenges

Danny: Did you see any early success with your efforts?

Joy: Yes, link building worked wonders back then. It involved getting links on directories with rich anchor text, which significantly boosted rankings. Today, link building is still effective but has become much harder due to stricter guidelines and algorithm updates.

The Evolution of Local SEO

Changes Over the Years

Danny: What has changed in local SEO since you started?

Joy: Several tactics have evolved. For instance, we used to have custom categories in Google listings, which were incredibly effective but were removed a few years later. However, some things like keyword-rich business names still work, although I don't recommend overdoing it.

Relevance and Link Building

Danny: How important is relevance when building links?

Joy: Relevance is crucial, but it doesn't always have to be directly related. Links from various high-quality sites can still significantly impact rankings as long as the site is reputable and gets traffic.

Ranking Factors and Strategies

The Role of Reviews and Business Names

Danny: How do reviews and business names impact rankings?

Joy: Reviews are huge. The frequency and velocity of reviews can significantly affect rankings. Keyword-rich business names also play a role, but it's essential to stay within Google's guidelines.

The Importance of Categories

Danny: What about additional categories? How important are those?

Joy: Additional categories are very important. We try to fill as many as we can that are relevant to the business. Sometimes, we have to get creative with the categories to ensure they align with what the business offers.

Insights on Google Business Profile

Becoming a Google Business Profile Product Expert

Danny: Tell us about being a Google Business Profile product expert.

Joy: It's a volunteer program where we help moderate the forums and escalate issues to Google. It's a great way to learn about the product and help others. It also involves a significant time commitment, but the experience is invaluable.

Impact of Business Hours on Rankings

Danny: How do business hours impact rankings?

Joy: Business hours have become a significant ranking factor. Businesses open longer tend to rank better because they can serve more customers. It's important to have accurate and extensive business hours to stay competitive.

The Future of Local SEO

Predictions and Trends

Danny: What do you see for the future of local SEO?

Joy: Local service ads will continue to expand into more industries. Reviews will remain a critical factor, and Google will likely continue enhancing features related to them. Additionally, I believe Google Business Profile posts might phase out due to low usage.

The Role of YouTube and Social Media

Danny: Why are you focusing so much on YouTube?

Joy: Video is the future. We started focusing on YouTube two years ago, and it has significantly impacted our brand visibility and lead generation. It requires a lot of effort and resources, but the ROI is substantial. I believe local businesses can benefit from this strategy as well.

Practical Tips for Local SEO

Easy Wins for Local Businesses

Danny: What's an easy win for local businesses starting with SEO?

Joy: Focus on optimizing title tags and H1s. These basic SEO elements can make a big difference. Also, consider using relevant keywords and phrases like "near me" to capture local searches.

Testing and Measuring Success

Danny: How do you measure the success of your SEO efforts?

Joy: We use tools like Placescout and Local Falcon to track rankings and measure the impact of our strategies. It's essential to test different approaches and see what works best for each client.

Conclusion

Joy Hawkins' extensive experience and insights into local SEO provide valuable lessons for businesses looking to improve their local search rankings. From understanding the evolution of SEO tactics to leveraging modern tools and strategies, Joy's expertise offers a roadmap for success. Whether you're a pest control company or any local business, applying these principles can help you dominate your local search landscape.

For more insights from Joy Hawkins, follow her on Twitter and subscribe to the Sterling Sky YouTube channel. If you're a local business looking to enhance your SEO, consider partnering with experts who understand the nuances of the field. And remember, always test and measure your efforts to ensure you're on the right track.

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