Underused Tactics for Higher Rankings





Blog Date

June 2, 2024


UK, Manchester

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Underused Tactics for Higher Rankings

Buckle up, my fellow search engine optimization enthusiasts, because I’m about to take you on a wild ride through the uncharted territories of local SEO. While the usual suspects like on-page optimization and link building tend to hog the spotlight, there’s a whole world of underused tactics that can propel your clients to the top of the search results.

The Geo-Grid Goldmine

Let’s start with something that most marketers are sleeping on – geo-grid ranking reports. Sure, you probably already know the basics of how you rank across your entire market, but have you really dived deep into the insights these reports can unlock?

Colan Nielsen, VP of Local Search at Sterling Sky, says that “understanding how you rank across your entire market is just the tip of the iceberg as far as what you can use them for.”

I’m talking about identifying hyper-specific locations where your client is underperforming, and then strategizing ways to dominate those areas. It’s kind of like being a local search ninja – you know exactly where to strike to gain the upper hand.

Meta Keywords: The Forgotten Sidekick

Ah, meta keywords – the unsung hero of local SEO. While everyone is preoccupied with title tags and meta descriptions, Greg Gifford, Chief Operating Officer at SearchLab, is over here whispering, “meta keywords, baby…😉”

I’ll admit, meta keywords may not be the sexiest tactic, but don’t underestimate their power. They can provide valuable context to search engines, helping your client’s pages rank for those elusive, long-tail keywords that your competitors are sleeping on.

Onsite Optimization: The Unsung Hero

Speaking of overlooked tactics, let’s talk about the good old-fashioned fundamentals of onsite optimization. Joy Hawkins, Owner and President of Sterling Sky, says that “a lot of people that focus on local pack rankings seriously neglect traditional SEO factors onsite.”

It’s true – we can get so caught up in the flashy world of local pack optimization that we forget about the importance of solid website content and structure. But let me tell you, if your client’s site is a hot mess, all the local pack tricks in the world won’t save them.

Unleash the Power of Images

Alright, let’s dive into something a little more visual – the often-overlooked potential of photos on Google Business Profiles (GBPs). Amy Toman, SEO Analyst at Digital Law Marketing, says that “adding new photos on GBPs are a great way to ‘teach’ Google and users about the services you provide, especially if there is not a category that matches them.”

Think about it – Google’s image recognition capabilities are getting better every day. By strategically uploading photos that showcase your client’s products and services, you can help Google understand exactly what the business offers, even if the categories don’t quite fit.

Unleash the Power of Insights

Now, let’s talk about something a little more abstract – the power of marketing insights. Claire Carlile, Local SEO Expert at BrightLocal, says that “sitting down and drawing out the marketing insights that exist within the organization—especially small and medium-sized businesses—is a lesser utilized building block for success and something which so much of marketing strategy and tactics should rest upon.”

I couldn’t agree more. Too often, we get caught up in the tactical nitty-gritty of local SEO, but we forget to take a step back and really understand the unique insights and perspectives that our clients can bring to the table. By tapping into that well of knowledge, we can create strategies and tactics that are tailored to their specific needs and challenges.

Seasonal Adjustments: The Key to Relevance

Speaking of unique challenges, let’s talk about something that often gets overlooked – the impact of seasonality on your client’s Google Business Profile. Emily Brady, Sr. Manager of SEO at Podium, says that “one thing a lot of businesses overlook is updating their GBP category to accommodate seasonality.”

Think about it – your client’s primary category can be one of the most powerful ranking factors on their Google listing. So, if your client’s business is heavily influenced by the changing seasons, why not adjust that category accordingly? For example, an HVAC company could switch their primary category to “air conditioner” during the summer months to better reflect their customers’ needs.

Bonus Tip: Tapping into the Local Pack Community

Now, I know I’ve thrown a lot of tactics at you, and you’re probably feeling a little overwhelmed. But fear not, my fellow local SEO enthusiasts! There’s one more underused tactic that can help you stay on top of the latest and greatest in the world of local search: joining the local pack community.

The Manchester SEO Agency has an amazing Facebook group called “The Local Pack,” where you can connect with other local search experts, exchange ideas, and ask questions. It’s a goldmine of insights and inspiration, and it’s a great way to stay ahead of the curve.

So there you have it, folks – a whole slew of underused tactics that can help your clients dominate the local search landscape. From geo-grid reports to seasonal adjustments, there’s a world of untapped potential waiting to be unlocked. So, what are you waiting for? Start experimenting, and watch your clients’ rankings soar!

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