Getting a local business to rank is challenging for three reasons:
So, what does it take to appear on top of these competitive local results, to put you in front of people who are looking for products and services such as yours?
Here, you will learn about 25 specific local ranking signals you need to understand and optimize to perform as well as possible in local search.
First, let’s see how these changes and Google’s Map Pack / Local Pack are game changes for businesses.
Recent Map Pack Changes You Need To Know
The Google Local Pack is where searchers make queries with local intent and the three most relevant Google results appear at the top of the organic list.
The importance of the Local Pack tool proves that Google is constantly changing the Local Pack to be more useful for browsers.
For example, Google recently announced that they’re rolling out a search interface on the desktop that when people search for a place or business nearby, such as [restaurants near me], they’ll easily see local results on the left and map on. True.
Here’s an example of how the search would work:
Screenshot from search [restaurants near me], Google, November 2021
Why is Google Local Pack so important?
This allows the ultimate convenience searcher to quickly find businesses near them and see hours, phone numbers, reviews, and more without clicking through a website.
Local ranking for your business is very important and local SEO should be a critical component of your overall optimization strategy if you hope to increase your odds for ranking in the Google Local Pack.
Like all things Google, there is no definite formula for the top with intense competition.
However, this article will outline the important steps you can take to build your local online presence and increase your chances of ranking well as a local business.
What Are The Top Local SEO Ranking Signals?
I have organized the list of critical SEO Ranking Signals into two broad categories:
The Basics
1. Google Business Profile
You can know your Google Business Profile by its previous name, Google My Business.
It’s easy and free to claim your Google Business Profile.
This is one of the simplest and most effective ways to improve your local SEO.
With the first one, you enter the name and address of the business and select from the search results.
With the second method, you find your business on Google Search or Google Maps and click “Claim This Business.”
2. Google Business Profile Categories
Categories describe your business and help you connect with customers who are looking for you.
Choose a primary category that describes your business as a whole and specifically.
For example, if you are a nail salon, select “nail salon” instead of just “salon”.
3. Photos On Google Business Profile
You can add photos or videos to your Google My Business Page. This could include your location, products, staff, and even customers (with permission, of course).
Photos can add interest and credibility to your list and also be a local ranking signal.
4. Bing Places For Business
Google is the most used search engine, but Bing still holds a small share (about 7% of the world market based on this source).
Cover all the basics by setting up your Bing Places for Business.
5. Online Directories/Citations
Claim your business in other popular online directories, such as these:
6. Listings On Review Sites
A study by Harvard Business Review shows the power of listings on review sites.
Their finding is a one-star business increase in YELP rating leads to a 5-9% increase in revenue.
To submit reviews, start with a list on this site:
It appears that reviews on Google carry the most weight, but listings on these other sites are still very valuable.
7. Number Of Positive Reviews
Achieving positive reviews and interacting with your customers by responding to their reviews is important.
According to Google, high quality reviews help customers by increasing the visibility of your business and increasing the likelihood that customers will visit your location.
Screenshot by author, November 2021
Don’t forget this important caveat of this recommendation in seeking positive reviews: It’s against their policy to buy reviews by asking for reviews in exchange for something else.
Other sites, such as YELP, have similar policies against manipulation with the aim of maintaining authentic and unbiased reviews.
8. Reviews With Keywords And Locations
Not all reviews are created equal.
When a check uses a city or keyword, it sends a signal to Google that you are a trusted local business.
If you have many products or services, it is recommended to send your customers individually and based on the specific products or services that they have.
9. Reviews With Responses
The owner’s response to Google indicates that the page is actively managed and that you are engaging with them.
Google has also shown that your replies are important because reviews build trust.
10. Percentage Of Negative Reviews Not Responded To
In a double whammy, the number of reviews with a response was counted, but so were the negative reviews with no response.
You should have a plan to respond to all reviews and in particular the negative ones. Read here for more guidance on how to handle negative reviews.
Google has set up a system if you believe there are inappropriate or negative reviews on Google and want them removed.
11. Create A Facebook Business Page
Many people who are not comfortable with Facebook and work as a search engine, be on this list.
Make sure you at least create a business page and update it with your web page, hours, and description.
Social signals can have a limited impact but they have an impact on social SEO.
Screenshot by author, November 2021
12. Social Listings
Whether you are going to be active on a social list or not, you should at least claim your business on all the popular social sites such as Twitter, LinkedIn, and Instagram.
Pin a tweet or post inviting users to call / visit your website / follow you on whatever social platform you are most active on.
In a survey of 3,200 customers, the average expected customer response time was four hours!
With the expectation of a quick response from businesses on social, short turn replies, your business should respond as quickly as possible to meet these expectations.
13. Consistent Name, Address, and Phone Number (NAP)
Be consistent with your business name, address, and phone number in each medium to allow Google searches to provide accurate information.
Also, a consistent name, address, and phone number can make it easier for your customers to connect with your business.
Attention to detail is important here.
For example, if your business name is Jon’s Burger, LLC on one site and Jon’s BurgerS on another site, a slight difference in name and entity can cause confusion.
14. Mobile Responsiveness
Google sees your mobile site first, not your desktop site. This tool can help you get started to achieve mobile responsiveness.
The Nitty Gritty Local SEO Ranking Signals
15. Structured Data Markup
There are several ways you can use structured data markup for local SEO, including for:
This is highly recommended by Google. You can add markup using Google’s guide or a tool such as Schema.
Note also that there is some lack of clarity as to whether the inclusion of GPS coordinates in structured data helps.
See ‘How to Use Schema for Local SEO: A Complete Guide’ for use cases and markup samples.
16. Click-Through Rates From Search Results
If you are succeeding in SEO in general, you will do well in local SEO. Makes sense, right?
Focus on making sure your title and action description make sense so that users find what to expect when they come to your site.
17. Localized Content
Content publishing is key here. Set goals for ongoing content and measure your progress to ensure results.
Make sure you can organically enter your key terms and locations.
For example, writing about local events, sharing efforts to raise funds for local charities, including important information topics in the local community, etc. Think about what makes sense for your brand.
18. On-Page Location + Keyword Optimization
For example, don’t just optimize for “furnace repairs”. Optimize for “Sacramento furnace repair.”
19. Title + Meta Description
Include key terms and locations in your title and action description when possible.
This is in coordination with location on the page plus keyword optimization, but is important enough to warrant separate mentioning.
20. High-Quality Inbound Links
Links from sites that Google trusts are good for SEO. The topic of important and extensive inbound links and in -depth discussion is beyond the scope of this article.
Learn more in this local link building guide.
21. Diversity Of Inbound Links
You want a range of inbound links that are relevant, authoritative, and organically owned.
A good analogy in an investment portfolio. You want diversification of different types of investments with different levels of risk.
Your link strategy should be so diversified.
You want as many links as possible from as many different websites, with the note that you want all links to be of high quality.
22. Inbound Links From Local Relevant Sites
Links from local news sites, community blogs, and so on prove that your site is trusted by your neighbors.
For some businesses, press releases to local news stations can help here. For others, engaging in discussions on local social media sites may be helpful.
23. Inbound Using Local + Keyword In Anchor Text
Are you ready to set hard goals?
Inbound links from high authority sites use both your city or neighborhood and the main key term is like the “holy grail” of links.
24. Proximity To The Searcher
Your proximity to the browser is what it is, and you can’t optimize for this factor.
However, it is a strong ranking signal, why it is important to claim your Google Business Profile and have a consistent name, address, and profile.
25. Domain Authority To Your Website
Domain authority is a search ranking authority developed by Moz that predicts how likely a website is to rank.
Improving your domain authority is not a quick or easy process, but it will probably pay off fairly.
Conclusion
What do all these local SEO features mean for your local SEO strategy?
Here are the two main takeaways:
Local SEO is a competitive field, but for most businesses, there is still room for growth and improvement.
This list will help you increase your chances of being included in the Google Local Pack, but most importantly, it will help improve your ability to be found and connect with local customers.
Featured image: Paulo Bobita / Search Engine Journal