Shaking Up Local SEO: A Fresh Look at Ranking in Google Local Search
As an SEO enthusiast, I’m always looking for ways to simplify and enhance my strategies for local clients. The aim is to make it quicker, easier, and less of a headache for them to rank in Google local search. Every so often, Google surprises us with updates that are just what we need. Recently, an update to the Google My Business help page caught my eye, providing new opportunities to improve local SEO.
The New Approach to Google Local Rankings
For seasoned SEOs, optimizing Google local listings might be second nature. However, verifying locations and managing customer service and brand communication is a different challenge. With the new ranking signal for local SEO, I’m rethinking the strategies for ranking in Google local search.
Considering that 50% of consumers visit a store within a day after a local search on their smartphone, your local SEO strategy can directly impact in-store traffic. So, it’s crucial to stay updated with these new insights.
How Google Ranks Your Local Business
Previously, my go-to local SEO tactics involved keyword research and unique local URL structures. Today, understanding how Google determines local rankings—relevance, distance, and prominence—is key.
Google’s ranking signals can now be integrated with brand awareness. This aligns with the ongoing evolution of local search, particularly since the Google Pigeon update in 2014. Here’s a deeper dive into how Google ranks local businesses:
Relevance
Relevance pertains to how well a local listing matches what someone is searching for. Detailed business information helps Google understand your business better, matching your listing to relevant searches.
Distance
Distance measures how far each potential search result is from the location term used in a search. If a user doesn’t specify a location, Google calculates distance based on their known location.
Prominence
Prominence reflects how well-known a business is. Recognized landmarks, famous museums, and well-known store brands tend to rank higher. Prominence is also influenced by Google’s information about a business, like links, articles, directories, and reviews.
Breaking Down the Ranking Factors
Relevance
Google prioritizes listings that closely match a user’s search query. For instance, a search for "tacos" might show a local taco restaurant over a closer but less relevant fast-food chain.
Distance
Local search results prioritize the closest relevant businesses to the searcher’s location. However, relevance can sometimes outweigh proximity.
Prominence
Building an online reputation with positive reviews, high-quality backlinks, and good organic search rankings boosts your local search prominence.
The Evolution of Local SEO
The early 2000s saw numerous changes in local SEO. Google continuously experimented with Maps, business listings, and various local packs. Significant milestones include:
- 2005: Introduction of Google Maps.
- 2007: Google starts listing local business information in search results.
- 2008-2009: Expansion from 3-Packs to 10-Packs.
- 2010: Transformation of Google’s Local Business Center to Google Place Pages.
- 2014: Launch of Google My Business and the Pigeon algorithm update.
The Pigeon update notably prioritized directories like Yelp, affecting local business rankings. As a result, some sectors saw a boost while others faced challenges.
Strategies for Local SEO Success
To improve local SEO for your business, consider these foundational strategies:
On-Site Optimization
- Mobile-Friendly Site: Ensure your website is optimized for mobile users, as many will access your site from smartphones.
- Localized Keywords: Incorporate local terms in your tags and content to target geographically relevant searches.
- Consistent NAP: Ensure your business name, address, and phone number are consistent across all online platforms.
Content Creation
- Focus on localized content, such as blogs about local events or customer testimonials. Use local keywords to boost relevance.
Schema Markup
- Implement schema markup to provide search engines with detailed information about your business, including address and contact details.
Citations and Reviews
- Build high-quality local citations and manage customer reviews. Positive reviews enhance your business’s credibility and search ranking.
Google My Business
- A well-maintained Google My Business profile is essential. Ensure all information is accurate and up-to-date, including business name, address, phone number, website URL, and business hours.
Embracing Mobile Search
- With the rise of mobile search, it’s imperative to optimize for mobile users. This includes creating mobile-friendly websites, using AMP (Accelerated Mobile Pages), and utilizing Google Posts for enhanced visibility.
Conclusion
Local SEO continues to evolve, with prominence playing an increasing role in rankings. Regular audits and updates of your local SEO strategies will help maintain your competitive edge. Monitoring brand mentions, keyword targets, and implementing up-to-date tactics will ensure your business thrives in local search.
By focusing on these strategies, you can stay ahead in the ever-changing landscape of local SEO and drive more in-store traffic from local searches.
