When your local customers search for a local business like yours on Google, do you show up in their search results? If not, you may be losing a lot of business to your local competitors who do show up.
Google and other search engines use reviews to decide which local businesses to include in local search results when customers search for a business. But only reviews are not enough for Local SEO Ranking, Here are 9 Important factors to help you in Local SEO.
1. My Business Signals
(Proximity, categories, keyword in business title, etc.) account for 19% of all factors resulting in local SEO rankings
- Add a long, unique description that’s formatted correctly and includes links.
- Choose the correct categories for your business.
- Upload as many photos as possible.
- Add a local phone number to your listing.
- Add your business address that’s consistent with that on your website and local directories.
- Upload a high-resolution profile image and cover photo.
- Add your opening times/days.
- Get real reviews from customers.
2. Link Signals
(Inbound anchor text, linking domain authority, linking domain quantity, etc.) account for 17% of all factors resulting in local SEO rankings
Link Signals are the signals that provide search engines with an idea as to how important your website is. For example, inbound anchor texts are words that are highlighted and underlines on a website that points to another website.
Any website with higher domain authority will most likely always outrank a lower ranked website simply due to the fact that search engines will presume that the site with higher authority will be trusted.
3. On-Page Signals
(Presence of name/address/phone, keywords in titles, domain authority, etc.) account for 14% of all factors resulting in local SEO rankings
By focusing on each area that you serve, you can put some real power behind your local SEO optimization.
Give each page a unique local flavor while keeping it relevant to your business. Consider writing about local laws, styles, or trends that are particular to that region. Google and Bing will appreciate your in-depth, authentic approach.
4. Citation Signals
(Aggregator name/address/phone consistency, citation volume, etc.) account for 13% of all factors resulting in local SEO rankings
A citation is an online reference to your business’s name, address and phone number (NAP). Like links to your website, Google uses them when evaluating the online authority of your business. Unlike links though, citations don’t need to be linked to your business’s website in order for you to be credited for them.
5. Review Signals
(Review quantity, velocity, and diversity, etc.) account for 13% of all factors resulting in local SEO rankings
Online reviews are important for a number of reasons, and have major implications through their ability to affect:
- Your rankings in local search engines
- Which search results actually get surfaced (and clicked on)
- Consumer purchasing decisions
That makes online reviews as critical to your local SEO strategy as building citations and on-site optimization.
Positive reviews increase sales.
Having no reviews hurts sales.
Negative reviews hurt sales even more than having no reviews at all.
6. Behavioral Signals
(Click-through rate, mobile clicks to call, check-ins, etc.) account for 10% of all factors resulting in local SEO rankings
How people interact with your site will affect your rank on Google. User behavior is available to site administrators via the Google Search Console. The key behavioral signals to attend to are:
- Click-through rate: This is the frequency with which people click your link in search compared to competitors. The more people clicking through, the more relevant your page appears to search engines.
- Bounce rate: This is how often people arrive at your page from the search results and leave immediately. A high bounce rate indicates that your content isn’t relevant, resulting in a lower ranking.
- Time on page: If people browse your site and find value, they will stay for longer. Images, content quality, and page organization are instrumental in helping users consume more content.
- Mobile clicks-to-call: Google interprets a call from the mobile search results page to be a clear signal of relevance. According to research by Google, more than 40% of mobile searchers use click-to-call.
- Directions to business clicks: Search engines figure that if people travel to your business right after feeding it in search, the business must be trustworthy.
7. Personalization Signals
Account for 10% of all factors resulting in local SEO rankings
Personalization is the x-factor in local SEO, but an important one nonetheless. Making your site mobile-friendly is essential to securing good standing for local SEO. If your site performs poorly for mobile users, search engines will downgrade your site and people will turn elsewhere for a better user experience.
The Venn diagram below shows the intersection between location-based information and SEO — all of which is mobile-relevant.
8. Social Signals
(Engagement on Google, Facebook, Twitter, etc.) account for 4% of all factors resulting in local SEO rankings
Here are some social signals to monitor in relation to local search:
- Growth of social media followings
- Number of brand-related shares, likes, retweets, etc. on social media
- Number of brand-related mentions on social media
- Number of reviews on your social media pages
- The age of your Facebook page
- Completed biography on social media
- Consistent NAP information
Local SEO can be an especially competitive way to generate visibility for your business. Attending to all these factors at once can help you drive site traffic, create exposure, and achieve your revenue goals.