According to a study, 46% of all Google searches are local. If you want your business to appear first in a Google Local search, you need to pay attention to three key factors: Relevance, Distance, and Prominence.
Knowing each one's impact on Local SEO is the key to achieving top rankings on Google for local searches related to what your business offers.
With that in mind, in this post I explain how the 3 factors work and what actions you should take to optimize your business's visibility on Google.
The 3 key Google My Business factors to optimize your Local SEO strategy and rank higher in local searches
1. Relevance
How well does your establishment match what a consumer is looking for at that moment?
Relevance determines the best match between a local establishment and a user's search.
Adding complete and detailed business information helps Google better understand your business and position it according to its relevance to the consumer.
Ensure your business is considered relevant when a potential customer searches for what you offer. The way to do this is by ensuring your Google My Business profile is as complete and up-to-date as possible.
Here's a list of enhancements to add to your Google My Business listing to optimize your Local SEO:
- Choose the right business category. Learn how to choose the right category for your business on Google .
- Describe your business's offerings clearly. Explore keywords relevant to your segment.
- Consistent business name. Enter your business name accurately, and it should be the same across all platforms your establishment is present on (your website, fan page, Tripadvisor, etc.).
- Consistent NET data. Name, address, and phone number must be the same across all platforms your establishment is present on (your website, fan page, Tripadvisor, etc.).
- Add a link to your website and make sure the NET information is correct. If you don't have a website, GMN provides one for free .
- Fill out all the information about the establishment in detail, including opening hours, payment methods, etc.
- Place a marker on Google Maps
- Photos. Add multiple photos of your establishment, be creative, and don't just post photos of the facade; showcase your team, what a day at work is like, etc. Update regularly. Avoid stock photos.
- Don't have a GMN profile? Learn how to register your business on Google My Business .
2. Distance
How close are you to the person searching for a particular establishment?
Distance is the physical distance between each potential search result and the location used in the search. If a user doesn't specify a location in the search, Google calculates the distance based on what it knows about that user's location.
But keep in mind that relevance will be the strongest signal. If a business is farther away from the consumer's location but better meets that consumer's search criteria than a closer business, Google will show the more distant business ahead of the business closest to the consumer.
The success of the Distance factor depends on how much information you provide. Anything to help users and Google understand where your business is located.
Keep your location information up to date on Facebook, Expedia, Tripadvisor, your website, and all your business channels.
Do you have a business with multiple locations?
A great way to improve the local search rankings for each of these locations is to create dedicated pages for them on your website, remembering to include the location of each.
3. Prominence
How well known is your business?
Prominence refers to a business's popularity. It's assessed based on Google's web-based information about the business (such as links, articles, and directories). Its position in web results is also included. Therefore, SEO practices also apply to local search optimization.
This is the factor where the company has the greatest freedom of movement to lead the competition in local search.
Here's a list of improvements to optimize your business's Local SEO:
Link building.
Just like general SEO, links are an influential signal for local SEO. Define your link strategy based on these three factors: Link authority; Local relevance (sources near you); and Number of links. Connect with other local business owners. Participate in and sponsor local events. Send press releases when something notable happens to your business.
On-Page
These refer to the factors that influence the page you're trying to rank. Starting with the NET (name, address, and phone number), keywords, and domain authority. Also optimize: page title, meta description, URL, title (h1, h2, etc.), and image alt text.
Local quotes
These relate to how well your company's information can be verified by other online sources. Citations can come from other companies, review sites, or social media platforms. The more often your website's details appear online, the more credible your website will appear—and the better your local SEO will be.
Behavior on the website
How people interact when browsing your website. You can start by monitoring: Click-through rate, bounce rate, time on page, and call button clicks.
Be Mobile Friendly
Have a mobile-friendly website. A survey by Bright Local found that 89% of consumers use their mobile phones to find local businesses.
👉 Check out: Mobile Advertising: How Location-Based Marketing Works
NET consistent
NET – Name, Address, and Phone Number. Ensure this information is accurate and up-to-date on all Google My Business listings for each store.
Always request new reviews on Google
Not only on Google, but also on other relevant online review sites. Positive, high-quality reviews from your customers improve your company's visibility and increase the likelihood of a potential customer visiting your business.
Manage your reviews online
Having a significant volume of reviews isn't enough; managing them is crucial. Besides showing potential customers that you care, which increases their trust in your business, review management is essential for extracting valuable insights from feedback that will help improve the experience delivered and, consequently, obtain better reviews.
👉Check it out: 3 reasons why you should start using review management in your chain of establishments immediately
Visibility on social media
Google values engagement around your brand on social media. Promote your content—photos/videos, company news and updates, etc.—as well as share your best testimonials and respond to your fans.
👉Check out: How online review management impacts your social media planning
This checklist doesn't cover every Local SEO action, but it's an excellent start to making your page more relevant to Google.
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