Local Search Engine Optimisation
What Determines Local Search Ranking with Google?
46% of all searches in Google have “local intent” – 76% of consumers that search for something local on their phone visit or contact the business that day. (Google).
Local search is vital in your SEO strategy.
You need to target customers in your specific region, postcode, city, or suburb.
Local SEO will dramatically improve your rankings and visibility in local search results such as Google’s Maps.
Local SEO has a set of unique ranking signals, including:
- Where the person is searching from
- NAP citations
- Presence of Google My Business listing
- Keywords used in Google My Business Profile
- The sentiment of online reviews
- Keywords used in online reviews
- Number of “check-ins” at that location
- Shares on social media
- Google Maps star rating for that business
Google Reference: (https://support.google.com/business/answer/7091 )
How Google determines local ranking
Local results are based primarily on relevance, distance, and prominence. A combination of these factors helps Google find the best match for your search. For example, Google algorithms might decide that a business further away from your location is more likely to have what someone is looking for than a business that’s closer, and therefore they will rank higher in local results.
Relevance
Relevance refers to how well a local Business Profile matches with what someone is searching for. Therefore it helps to add complete and detailed business information to help Google better understand your business and match your profile to relevant searches.
Distance
Distance considers how far each potential search result is from the location term used in a search. If a user doesn’t specify a location in their search, Google will calculate distance based on what they do know about their location.
Prominence
Prominence refers to how well known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands are also likely to be prominent in local search results.
Prominence is also based on information that Google has about a business, from across the web, like links, articles, and directories. Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.
Tip: There’s no way to request or pay for a better local ranking on Google. Google does their best to keep the search algorithm details confidential, to make the ranking system as fair as possible for everyone.
Summary
Your Google Business Profile should be your NUMBER ONE priority for ranking in the map pack in your local area.
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