If you were to type the phrase “movie theater” into the Google search bar, you’d notice that it only shows you theaters nearby, even though you didn’t specify a location. The same would be true if you search for HVAC technicians, car dealerships, electricians, or anything else that implies you need the help of a local business. Showing up near the top of these results is essential for businesses that want to make it easy for their customers to find them.
I’ve been helping local businesses rank at the top of Google search results for two years now. Before that, I worked primarily in SEO for online publications, and I’ve realized that there is a huge difference in the way you approach SEO at a local level.
In this guide, we’ll explore critical elements such as optimizing your Google Business Profile, managing online reviews, building local citations, and leveraging advanced strategies like social media engagement and local link building. Understanding and implementing these factors can improve your business’s prominence in local search results, attract more customers, and ultimately grow your local presence.
The Short Answer: What Are Local SEO Ranking Factors?
Local SEO ranking factors are the criteria used by search engines to determine a business’s relevance and prominence in local search results, including Google Maps and local packs. These factors include optimizing your Google Business Profile, maintaining consistent NAP (Name, Address, Phone number) data across online directories, managing customer reviews, and implementing local keyword strategies.
Understanding the Core Local SEO Ranking Factors
- Google Business Profile (GBP) Optimization
- Claim and Verify Your GBP: To get started, claim your Google Business Profile by visiting the Google Business Profile Manager. Verification is typically done via a postcard sent to your business address, though other methods like phone or email verification might be available depending on your business type and location.
- Complete All Profile Information: Fill out every detail in your profile, including NAP data, business hours (including holidays), attributes (like wheelchair accessibility and Wi-Fi availability), and business categories. The more complete your profile, the better your chances of appearing in local search results.
- Regular Updates and Posts: Keep your profile active by posting updates, adding new photos, and sharing news or special offers. Regular activity signals to Google that your business is active and engaged with its customers.
- On-Page SEO for Local Businesses
- Local Keyword Optimization: Research and incorporate local keywords into your website’s content. Tools like Google Keyword Planner can help you discover relevant keywords your target audience uses. Integrate these keywords naturally into your site’s headings, meta descriptions, and body content to improve relevance for local searches.
- Title Tags and Meta Descriptions: Ensure your title tags and meta descriptions are optimized with local keywords. This helps search engines understand your content and improves click-through rates by clearly indicating the relevance of your page to the user’s query. Aim for concise and compelling descriptions that include a call to action.
- Schema Markup: Implement local business schema markup to provide search engines with additional information about your business. This structured data helps search engines better understand your business’s location, hours, and services, potentially improving your chances of appearing in rich results like local packs and knowledge panels
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- Citations and NAP Consistency
- Building Citations: Citations mention your business’s NAP data on other websites, such as online directories and social media platforms. Building citations on reputable sites like Yelp, TripAdvisor, and industry-specific directories can enhance your local search visibility.
- Consistency is Key: Ensure your NAP data is consistent across all citations. Consistent information can be straightforward to search engines and reduce your chances of ranking well in local search results. Use tools like Semrush’s Listing Management or BrightLocal to keep your citations accurate and up-to-date.
- Online Reviews and Reputation Management
- Encouraging Customer Reviews: Positive reviews are a solid signal to search engines about the quality and reliability of your business. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook. Provide easy links and clear instructions to simplify the process. These reviews can also help you surface in top-10 lists and earn valuable backlinks.
- Responding to Reviews: Engage with your customers by responding to their positive and negative reviews. Thank positive reviewers for their support and for addressing any issues raised in negative reviews to resolve them. This shows potential customers and search engines that you are responsive and value customer feedback.
Advanced Local SEO Strategies
- Leveraging Social Media
- Engagement on Social Platforms: Engaging with your local community on social media can significantly boost your local SEO efforts. Platforms like Facebook, Instagram, and Twitter offer excellent opportunities to connect with potential customers and increase brand awareness. Share local news, events, and promotions to foster community and encourage local engagement.
- Social Signals: While the direct impact of social signals (likes, shares, comments) on local SEO is still debated, there is consensus that a strong social media presence can indirectly boost your local rankings by driving traffic to your website and increasing brand mentions. Focus on creating shareable content that resonates with your local audience and encourages interaction.
- Utilizing Google Ads and Local Service Ads
- Targeted Local Campaigns: Running Google Ads campaigns targeted at local keywords and demographics can complement your organic SEO efforts. Use Google Ads to promote special offers or events and to appear prominently in local search results and Google Maps. This can be especially beneficial for new businesses looking to gain visibility quickly. They also get people on your site and clicking around, which gives Google additional data on whether your site is worthy of ranking for particular keywords.
- Google Local Service Ads: For service-based businesses, Google Local Service Ads (LSAs) are a powerful tool. LSAs appear at the top of local search results, allowing users to contact businesses directly from the ad. These ads are pay-per-lead, meaning you only pay when a potential customer contacts you through the ad, making them a cost-effective option for generating local leads.
- Tracking and Analytics
- Using SEO Tools: To measure the effectiveness of your local SEO efforts, utilize tools like Google Analytics, Google Search Console, and specialized local SEO tools such as Moz Local, BrightLocal, and SEMrush local SEO tools. These tools provide insights into your website’s traffic sources, user behavior, and keyword performance, allowing you to adjust your strategies accordingly.
- Monitoring Key Metrics: Focus on key metrics such as local search rankings, organic traffic, click-through rates (CTR), and conversion rates. Regularly review these metrics to understand how your SEO efforts impact your business and where adjustments may be needed.
Common Mistakes to Avoid in Local SEO
- Keyword Stuffing
- Avoid Over-Optimization: Keyword stuffing refers to overloading a webpage with keywords to manipulate search engine rankings. This leads to poor user experience and risks penalties from search engines. Instead, focus on natural and relevant keyword integration that enhances the readability and usefulness of your content.
- Avoid Over-Optimization: Keyword stuffing refers to overloading a webpage with keywords to manipulate search engine rankings. This leads to poor user experience and risks penalties from search engines. Instead, focus on natural and relevant keyword integration that enhances the readability and usefulness of your content.
- Low-Effort Service Area Pages
- Avoid Doorway Pages: It may be tempting to throw up a new page for every city you service in an attempt to capitalize on more local keywords. My advice is to avoid this like the plague. Service area pages aren’t necessarily a bad thing, but I see far too many sites create low-effort duplicate pages with only the name of the city changed. Google considers these doorway pages and will penalize you for it. If you’re going the service area page route, make sure each page is unique and actually provides value to the people who find it.
- Avoid Doorway Pages: It may be tempting to throw up a new page for every city you service in an attempt to capitalize on more local keywords. My advice is to avoid this like the plague. Service area pages aren’t necessarily a bad thing, but I see far too many sites create low-effort duplicate pages with only the name of the city changed. Google considers these doorway pages and will penalize you for it. If you’re going the service area page route, make sure each page is unique and actually provides value to the people who find it.
- Ignoring Reviews
- Engagement and Responsiveness: Neglecting online reviews can harm your business’s reputation and local SEO. Search engines consider the frequency and quality of reviews and how companies respond to them. Ensure you actively monitor and respond to reviews, constructively address negative feedback, and thank customers for positive reviews.
- Engagement and Responsiveness: Neglecting online reviews can harm your business’s reputation and local SEO. Search engines consider the frequency and quality of reviews and how companies respond to them. Ensure you actively monitor and respond to reviews, constructively address negative feedback, and thank customers for positive reviews.
- Inconsistent NAP Data
- Risks of Inconsistency: Inconsistent Name, Address, and Phone number (NAP) data across different directories and online platforms can confuse search engines and potential customers, lowering local search rankings. Use tools like SEMrush’s Listing Management or BrightLocal to ensure your NAP data is consistent across all citations.
Final Thoughts on Local Ranking Factors
Local SEO is one of the most important investments you’ll make in your business, whether you decide to do it yourself or hire a marketing company like ours. I’ll have more SEO blogs coming out every other week throughout the rest of the year, and I’ll cover everything you need to know for your local business to be successful on Google. Stay tuned and check in regularly if you want to learn more!