Local SEO: A Strategic Approach for 2016 and Beyond
Local SEO is becoming increasingly challenging. Google’s shift from seven to three listings in the local pack and the emergence of various ads in the local space have created a highly competitive environment for businesses. To rank in that coveted three-pack, your local SEO efforts must be impeccable.
This article will explore the primary local SEO ranking factors, competitive difference-makers, and negative ranking factors to help you develop a robust local SEO strategy.
The State of Local SEO
In a competitive organic search landscape, local search results have been a crucial avenue for businesses to attract customers. Factors like physical address and proximity to the searcher used to give every business a chance to appear in search results. However, Google’s reduction of local pack listings to three, along with the introduction of ads, has intensified the competition.
Local SEO Ranking Factors
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On-Page Signals (20.3%)
On-page SEO is about ensuring your website clearly indicates the services provided and the locations served. Key elements include:- Title tags
- Meta descriptions
- Header tags
- Page content
- Images
- Map
- Consistent Name, Address, and Phone number (NAP) with schema markup
Additionally, include elements that build credibility: - Testimonials
- Accreditations
- External reviews
-
Link Signals (20%)
Quality, authoritative links are vital. Focus on:- Location-specific links
- Industry-specific links
- Authority sites
-
Google My Business Signals (14.7%)
Optimize your Google My Business (GMB) page:- Verify or create your page
- Correct NAP and web address
- Appropriate categories
- Upload high-quality photos
- Comprehensive business description
- Address consistency
- Minimum of five reviews
-
External Location Signals (13.6%)
Maintain consistent NAP information across all listings on the web. Use tools like BrightLocal for managing citations. -
Behavioral/Mobilization Signals (9.5%)
Ensure elements like page titles, meta descriptions, and schema review markup are well-optimized to enhance click-through rates. -
Personalization (8.5%)
Personalized search results are influenced by user behavior, making it crucial to incorporate a mix of advertising strategies to attract clicks. -
Review Signals (8.4%)
Having reviews not only benefits your ranking but also drives engagement with your listing. Implement a strategy to garner reviews. - Social Signals (5.0%)
Ensure active social media presence. Brand your profiles, link to and from your site, and include location and service-related keywords in your bio.
Local Pack Factors
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Address in City of Search
If your address is close to the search location, it helps. Consider a satellite office if necessary. -
Citation Consistency
Ensure information consistency across the web, focusing on key citations. -
Google Categories
Correct categorization of your business is essential for ranking. -
Address in Relation to Search Location
Proximity to the searcher’s location influences ranking. -
Quality/Authority of Structured Citations
Ensure listings on major citation sources are accurate and rich in information. -
Domain Authority of Website
This includes links that point to your site, especially in competitive niches. -
Product/Service Keyword in GMB Title
Carefully consider adding service keywords to your business name to boost ranking. -
City, State in GMB Landing Page Title
Optimize landing pages with location-specific keywords in titles and meta descriptions. -
HTML NAP Matching GMB Location NAP
Consistency in NAP across your website and other listings is critical. - Click-Through Rate from Search Results
Enhance CTR by making your listings engaging and relevant.
Localized Organic Factors
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Domain Authority
Build authority through quality inbound links. -
Quality/Authority of Inbound Links
Focus on earning high-quality, relevant links. -
City, State in GMB Title
Optimize page titles with location details. -
Click-Through Rate
Improve CTR by making your listings appealing and action-oriented. -
Topical Relevance of Domain Content
Ensure your site is highly relevant to the services you offer. -
Diversity of Inbound Links
Maintain a natural and diverse link profile. -
Geographic Keyword Relevance
Include location keywords in your content naturally. -
Physical Address in City of Search
Ensure your address is prominently displayed and consistent. -
Quality/Authority of Structured Citations
Structured citations help in verifying your business details. - City, State in Title Tags
For single-location businesses, including city and state in title tags helps.
Negative Ranking Factors
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Incorrect Business Category
Categorization errors can prevent ranking. -
False Business Address
Using a real address is crucial for trust. -
Inconsistent NAP
Consistency in NAP across all listings is essential. -
Presence of Malware on Site
Secure your site to avoid negative impacts. -
Reports of Violations
Adhere to Google My Business guidelines. -
Multiple GMB Locations with Same Phone Number
Differentiate locations with unique phone numbers. -
Absence of Crawlable NAP
Ensure your NAP is easily crawlable by Google. - Non-Legitimate Address
Use a genuine business address.
Competitive Factors
If you’ve optimized everything but still lag behind, focus on:
- Consistency of structured citations
- Domain authority of your website
- Quality of inbound links
- Proper GMB category associations
- Address in the city of search
- Quantity of native Google reviews
- Quality of inbound links to GMB landing page
- Quality of unstructured citations
Conclusion
Local SEO is more competitive than ever. To rank well, you must focus on key ranking factors and resolve any issues. By strategically enhancing your local SEO, you can achieve better visibility and attract more customers.
For any questions, reach out via Twitter at @marcusbowlerhat or email through my profile.
