Tips to Help You Boost your SEO in Richmond VA

As a small business owner, having a website gives you a slight advantage over other competitors who don’t have one yet, but there is still more work to be done to get you ranking online against your main competitors.

As a local digital marketing agency, we want to provide you with the best information possible to help you. We have put together a list of “DIY” tasks that you can do to help improve your SEO in Richmond. This will be time-consuming, but it could be a worthwhile investment if done right.

Please read the following content very carefully if you are serious about taking your business to the next level when it comes to local SEO.

Table Of Contents

Here Are Some Extra Steps You Can Take To Help Build Your SEO in Richmond

Get Lots Of Google Reviews

Reviews on your Google Business Profile are absolutely important for local SEO. Here’s how they play a role:

  • Increase search ranking: Google considers reviews as a trust factor, and businesses with more positive reviews tend to rank higher in local map searches
  • Boost click-through rate: Search results with higher star ratings tend to be more eye-catching, which can encourage users to click and visit your profile.
  • Build trust and credibility: Positive reviews from real customers can significantly influence potential customers’ decisions. They act as social proof that your business is reliable and delivers a good experience.

How To Get Customers To Leave Reviews on Your Google Profile

Here are some methods you can use to encourage reviews on your Google Business Profile, all adhering to Google’s guidelines:

Make it Easy to Leave a Review:

  • Provide a link: Use Google’s “Get Reviews” link generation tool to create a shareable link that takes customers directly to your review section. Include this link on receipts, emails, social media, and your website.
  • QR Codes: Display a QR code on signage, packaging, or receipts that leads directly to your review page. Customers can scan it with their phones to leave a quick review.
  • In-person prompts: Train your staff to politely ask satisfied customers to leave a review on Google after their positive experience.

Positive Customer Experience:

  • Deliver excellent service: Focus on providing exceptional customer service that leaves a lasting impression and motivates customers to share their positive experience through a review.
  • Go the extra mile: Small gestures like remembering preferences or offering unexpected solutions can create a “wow factor” that encourages positive reviews.
  • Respond to all reviews: Take the time to thank customers for positive reviews and address any negative feedback professionally. This shows that you value customer feedback and builds trust. Use keywords like the services you provided and the location you performed the service in.

Post-Transaction Outreach:

  • Email request: Send a follow-up email after a purchase or service thanking customers for their business and politely requesting a review on Google.
  • SMS request: Consider sending a short text message after a positive interaction thanking the customer and including the review link. Keep it brief and avoid being spammy.
  • Social media: On your social media platforms, encourage customers to share their experiences by leaving a review on your Google Business Profile.

Additional Tips:

  • Run contests or promotions: Occasionally, consider running contests or promotions where leaving a review is an entry option. Ensure these comply with Google’s review guidelines.
  • Offer loyalty programs: Reward repeat customers with loyalty programs, potentially offering bonus points for leaving a review.
  • Partner with local influencers: Collaborate with local social media influencers who might showcase your business and encourage their audience to leave reviews.

Remember, the key is to provide a consistently positive customer experience and make it easy for satisfied customers to leave a review on your Google Business Profile.

Optimize Your Google Business Profile

Having a Google Business Profile that is optimized is excellent for local SEO. It’s one of the most important factors for local businesses to rank well in search results. Here’s why:

  • Relevance: A well-optimized profile with complete and accurate information helps Google understand your business better. This improves the chances of your profile showing up in relevant local searches.
  • Visibility: An optimized profile increases your chances of appearing in the coveted local map pack and local search results, making you more discoverable by potential customers in your area.
  • Trustworthiness: Google considers a well-maintained profile with details, photos, and positive reviews as a sign of trustworthiness. This can give you an edge over competitors with less optimized profiles.

Here are some key aspects of optimizing your Google Business Profile:

  • Complete and accurate information: Ensure your Name, Address, Phone Number (NAP) are consistent across the web, especially on your website. Include your service area if applicable.
  • Detailed descriptions: Provide a detailed description of your business, including what you offer and what makes you unique.
  • High-quality photos: Add high-quality photos that showcase your business, products, or services.
  • Regular updates: Keep your profile updated with any changes in hours, location, or offerings.
  • Encourage reviews: Ask satisfied customers to leave positive reviews on your profile. Respond to both positive and negative reviews professionally.

By following these steps and maintaining a well-optimized Google Business Profile, you can significantly improve your local SEO and attract more potential customers searching for businesses like yours.

If you have not signed up for a Google Business Profile (GBP) Listing, we strongly recommend doing this first before anything else. A Google Business Profile is going to be the most important listing to have.

We can help you set up your GBP if you need it. Give us a call to speak with us about setting up your Google Business Profile Listing.

Build Popularity & Relevance With Directory Listings

Signing up on directory listings can be good for local SEO, but it’s important to be strategic about which directories you choose. Here’s a breakdown of the pros and cons:


  • Increased Visibility: Quality directories can show up high in search results, and having your business listed can increase your chances of being seen by potential customers.
  • Improved Local SEO: Search engines consider citations (business listings across the web with consistent NAP—Name, Address, Phone Number) as a trust factor. Citations from high-authority directories can boost your local ranking.
  • More Traffic: Well-established directories can drive traffic to your website or directly to your business.


  • Time Commitment: Signing up and maintaining listings across numerous directories can be extremely time-consuming and tedious.
  • Not all directories are created equal: Some directories are low-quality or spammy, and getting listed on these can hurt your SEO.
  • Duplicate Listings: Having duplicate listings with inconsistent information can confuse search engines and harm your ranking. This will take more time to fix with the website administrators.

Here’s how to get the most out of directory listings:

  • Focus on high-quality directories: Look for established directories relevant to your industry and location.
  • Prioritize the biggest players: Start with major directories like Yelp, Yellow Pages (online version), Facebook, Apple Maps, and Bing Places for Business.
  • Check for existing listings: Search for your business name on these directories and claim or update any existing listings before creating new ones.
  • Maintain consistency: Ensure your NAP information is accurate and consistent across all directories.
  • Don’t overdo it: Focus on high-quality directories and avoid submitting your business to low-quality or spammy ones.

By following these tips, you can leverage directory listings to improve your local SEO and gain more visibility for your business.

Free, High-Quality Directory Listings That Can Help You Boost Your Local SEO in Richmond

Here are some free directories you can get started with. You will need to have your NAP (Name, Address, Phone Number), logo, social media links, business description, list of services, unique selling propositions and high-quality photos ready to submit.

Pro-Tip: Sign up on directories that only make sense for your business. For example, if Snapchat or Uber doesn’t make sense for your business, don’t sign up for it.

Amazon Alexa
Apple Maps
Baidu v2
Better Business Bureau
Brave (
Central Index US
Dun & Bradstreet (
Find Open
Google Business Profile
infobel/US info
Insider Pages
Judy’s Book
My Local Services
Pitney Bowes
Property Capsule
Top Rated Local
Uber Eats
Where To?

Do you have staff that have downtime? Leverage them to help with listing signups. Feel free to reach out to us to help your staff complete these listings efficiently.

Other Ways To Help Build SEO in Richmond

Digital marketing is a powerful tool for local SEO, but there are several other strategies you can employ to improve your local search ranking and attract customers in your area. Here are some methods to consider:

Community Involvement:

  • Build relationships: Network with other local businesses, sponsor local events, and participate in community initiatives. This increases brand awareness and shows you’re invested in the community.
  • Get involved in local organizations: Join your local chamber of commerce or industry associations. This connects you with potential customers and referral sources.

Public Relations:

  • Issue press releases: Announce newsworthy events or achievements to get featured in local media outlets. This builds brand credibility and online presence.
  • Local sponsorships: Sponsor local sports teams, charities, or events. This puts your brand in front of a local audience and generates positive associations.

Traditional Marketing:

  • Print advertising: Consider targeted ads in local newspapers, magazines, or community publications to reach potential customers who might not be searching online. The idea is to send them to the website in your print advertising.
  • Signage and local branding: Ensure your business has clear and prominent signage. Consider local sponsorships with your logo displayed at relevant locations. Once again, the goal should be to get them to your website.

Customer Engagement:

  • Encourage customer reviews: Positive online reviews on Google My Business, Yelp, and other platforms are crucial for local SEO and building trust with potential customers.
  • Offer loyalty programs: Reward repeat customers with loyalty programs, encouraging them to return and recommend your business to others.

Offline Events:

  • Host workshops or events: Organize events relevant to your industry or target audience. This establishes you as a local expert and generates interest.
  • Offer in-person consultations: Provide consultations or workshops at your physical location. This allows for personalized interaction and builds trust with potential customers.

By combining these offline strategies with a strong digital marketing presence, you can significantly boost your local SEO and establish your business as a trusted and valuable part of the community.

A photo of a chart showing growth promoting google ads to help improve local richmond SEO

Using Google Ads With Your SEO in Richmond: Fast Leads, But Watch the Speedometer!

Running a small business is a constant balancing act. You need customers, and you need them fast. Google Ads can be a tempting solution, offering the potential to reach a targeted audience with lightning speed. Let’s explore the pros and cons to help you decide if it’s the right fit for your business.

Pros: Instant Visibility, Laser-Focused Targeting

  • Fast Leads: Unlike SEO (Search Engine Optimization) that takes time to build, Google Ads puts your business directly in front of potential customers actively searching for your products or services. This can generate leads quickly, boosting sales and growth.
  • Targeted Reach: Google Ads allows you to target specific demographics, interests, and locations. This ensures your ad reaches the exact audience most likely to convert, maximizing your return on investment.
  • Measurable Results: Unlike traditional advertising, Google Ads offers detailed analytics. You can track clicks, conversions, and campaign performance, allowing you to refine your strategy for optimal results.

Cons: Potential for High Costs, But Not a Magic Bullet

  • Costly Clicks: Highly competitive keywords can be expensive. Be prepared for potentially high costs per click, especially in saturated markets. It’s crucial to monitor your budget closely to avoid overspending.
  • Not a Guaranteed Fix: A well-designed ad campaign is just one piece of the puzzle. Your website needs to be user-friendly and conversion-optimized to convert those clicks into paying customers.
  • Management Time: Running a successful Google Ads campaign requires ongoing effort. You’ll need to dedicate time to keyword research, ad copywriting, campaign monitoring, and budget optimization. Consider hiring a professional if managing it yourself seems overwhelming.

The Takeaway: Weighing Speed vs. Sustainability

Google Ads can be a powerful tool for small businesses seeking a rapid influx of leads. However, the potential for high costs and the need for ongoing management shouldn’t be overlooked. Consider Google Ads as a way to jumpstart your marketing efforts, but also invest in building a strong organic SEO foundation for long-term, sustainable growth.

Claim Your Spotlight: Google Listing Service Ads for Small Businesses

In today’s digital world, local visibility is crucial for small businesses. Google Listing Service Ads (LSA) offer a targeted way to shine a spotlight on your business within Google searches and Maps. Let’s delve into the benefits, requirements for success, and weigh the pros and cons to see if LSA is right for you.

Benefits of Google Listing Service Ads:

  • Hyperlocal Targeting: Reach potential customers actively searching for businesses like yours in your specific area. This laser focus ensures your ad reaches the most relevant audience, maximizing conversions.
  • Enhanced Visibility: LSA ads appear alongside your free Google Business Profile, making your listing stand out. This increased visibility translates to more clicks, calls, and ultimately, more customers walking through your door.
  • Cost-Effective Reach: LSA ads operate on a pay-per-click (PPC) model. You only pay when someone clicks on your ad, allowing you to control your budget and target your spending efficiently.
  • Seamless Integration: Managing LSA ads is a breeze. They integrate seamlessly with your existing Google Ads account, making it easy to monitor performance and optimize campaigns for better results.

Maximizing Your LSA Investment:

  • Optimize Your Google Business Profile: Ensure your profile is complete, accurate, and up-to-date with high-quality photos, positive reviews, and clear contact information. This builds trust and encourages clicks.
  • Target the Right Keywords: Focus on relevant keywords that potential customers might use to search for businesses like yours. Tools like Google Keyword Planner can help you identify the best keywords to target.
  • Compelling Ad Copy: Craft clear, concise, and action-oriented ad copy that highlights your unique selling proposition and motivates users to click and learn more.
  • Regular Monitoring and Tweaking: Track your LSA campaign performance using built-in analytics. Analyze data and adjust your targeting, keywords, or ad copy to improve results over time.

Pros and Cons of LSA Ads:


  • Targeted reach
  • Increased visibility
  • Cost-effective
  • Easy management


  • Requires ongoing optimization
  • Relies on a strong Google Business Profile
  • May not be available for your industry or location (yet)

The Takeaway:

Google Listing Service Ads are a powerful tool for small businesses to attract local customers. However, success hinges on optimizing your Google Business Profile, targeting the right keywords, and continually monitoring and refining your campaigns. Consider LSA as a strategic addition to your local marketing strategy, but remember, a well-rounded approach that includes SEO and other local marketing efforts will maximize your online presence and attract customers in your area.

A Checklist To Keep Your Goals in Check

Marketing your business is a very time-consuming adventure. But we hope the information we’ve provided can give you an idea of what to expect if you want to climb to the top.

To help you stay motivated, download our free marketing checklist and print it out. Hang it up somewhere and check on it periodically to make sure you are staying proactive in your marketing efforts. We recommend once a month or quarter.

Download SEO Checklist

Remember, you don’t have to go it alone! Key Web can partner with you to help you meet your goals. We offer SEO services in Richmond to help small businesses who do not have the time and technical knowledge to handle all of Google’s requirements.

Not sure if you have the right strategy in place? Or need guidance? Our Discovery Session helps you prioritize your marketing efforts so you can spend your budgeting bucks more wisely.

Gain More Leads, Produce Bigger Profits and Grow Your Business

Let our team of experienced digital marketing specialists guide you on the path to success that your company deserves.