All of the most important local SEO ranking factors that affect how your website performs in local search results.
Local search is one of the most potent and lucrative ways for a small business to get noticed online. While climbing up the general search engine rankings may seem a tough feat, local search provides small businesses with an opportunity to perform exceptionally well in search, in their specific area.
Local SEO is a relatively new component of marketing a business, but it is quickly gaining steam as one of the most popular ways to get a small business noticed. So, what makes businesses rank well in local search?
While we don’t know the exact science behind it, we do know that Google relies on an algorithm that determines how websites rank in local search. Data collected on each site influences Google’s algorithm - this data refers to local SEO ranking factors. Below we’ve listed the primary ranking signals that we know can affect local search rankings.
1. On-Page SEO
There is not an exact guide on what will rank pages and what won’t. But what we can work out is that on-page SEO contributes to most of the signals used by Google’s algorithm. A study conducted by search engine analysis organisation Moz has broken down the several key factors that work together to help local businesses appear higher in local search results, on-page signals being the most significant contributor.
Several on-page signals are taken into consideration when a site faces analysis for local search rankings. Keyword usage, NAP information, and mobile-friendliness are among the most important local search factors.
Search engines use the keywords you’ve targeted and their placement to work out where your site belongs. If you’re targeting highly relevant key terms with geographical locations, the algorithm will use this information to determine where to list your website.
Necessary information such as name, address, and phone number (NAP) will be collected to assist in ranking your website. Search engines use this information to work out relevant geographical and proximity data for local rankings.
How mobile-friendly your website is will also contribute to local search ranking signals. In 2020, one-third of all Google searches related to location. Consumers are continually looking at their smartphones for information about local businesses. A fast and mobile-friendly site is essential to both search engine ranking and user experience.
2. Local Backlinks
Local link building focuses on getting relevant links based on the locality of the business. Local-relevant links include those of local publications, blogs, or other companies operating in the same community. Local links are a great way to establish geographical relevance and a robust backlink profile. Rather than trying to get industry-specific backlinks, local link building focuses on creating a strong presence in the local market.
The backlink profile of your website contributes significantly to local search ranking factors. Backlinks are an integral part of building website authority for a local business. Rather than focusing on attaining links from industry-relevant authority websites, local link building involves connecting with relevant and authoritative websites from the same area. A robust local backlink profile will signal to search engines the relevance and authority of your site within the local community.
3. Google My Business
Google My Business plays an enormous role in the way search engines interact and rank websites. Google My Business (GMB) is a tool that works in conjunction with Google Search and Google Maps to provide local customers with essential information on businesses nearby. By claiming your business on GMB and Bing Places for Business, you will increase the likelihood of showing up when people search for your local business.
Given the relationship GMB has with Google Search and Google Maps, it’s no wonder it contributes one of the most significant signals for local search ranking factors.
Claiming and optimising a GMB listing is crucial for both search engine rankings and user experience. An owner-verified listing helps to legitimise a business – Google will recognise both the relevance of the business and use the information to establish proximities. Regularly updating the listing also signals to users that the company is active, legitimate, and thriving.
The more information added to a GMB listing, the more visibility it will benefit from. GMB specific features such as Google Posts, Google Q&A, and image or video uploads are local SEO ranking drivers. Businesses that have optimised their GMB listing and website for local SEO will reap the benefits of being present in the local 3-pack results.
4. User Behaviour Signals
Moz’s studies identify user behavioural signals as the fourth most significant contributor to local search ranking factors. The way users interact with websites and search results can heavily influence organic search engine rankings. Google collects information on the way searchers behave with search results and use it to determine where they should present websites to users in the future.
Types of user behaviour data used by search engines include click-through-rate (CTR), time, duration, navigational paths, frequency, and kind of access.
Click-through rate analysis is one of the most crucial search quality feedback signals for search engines. CTR refers to how many times users are clicking through to a website from search engine results. Search engines also collect data from how long users spend on a site, the path they take from each webpage, how often users land on a page, and how they have accessed that page. Google uses all of these behavioural signs to understand which websites are most relevant and receiving the most valuable attention from users.
The fact that user behavioural signals are on Google’s radar stresses the rising value of prioritising user experience for search engine optimisation. Webmasters can monitor user behavioural signals to understand how searchers are interacting with their website. By getting a grasp on how their audience is engaging with their content, webmasters can make adjustments that focus on bettering their user experience and in turn, improving their chances of ranking well in local search engine results.
5. Citations
Historically, people used the Yellow Pages or phone books to find relevant information about a business or service. Today, online directories and citations are the modern-day equivalents. Citations are any website that has a business’s name, address, and phone number listed.
Citations are a great way to get consistent and valuable information about your business out on the web. Online citations with URL listings also help with acquiring local backlinks from legitimate and authoritative websites. Not only do citations help users to find information about your business, but search engines rely on citations to verify consistent data on the company.
Locally relevant citation building is a legitimate way for businesses to make their mark on the local search market. This type of citation reinforces Google’s trust in your relevance to your local area. However, citation inconsistencies can negatively impact the perception of your website. Aside from creating confusion for users, discrepancies hinder Google’s ability to trust the data they have collected from around the web about your business. Inconsistent information and a lack of trust can spell ranking and visibility difficulties for a website and business.
The key to offering comprehensive signals with citations is to be consistent and concise with valuable business information. Locally relevant citations are a great way to reinforce a business’ position in the local market – providing accurate and consistent data can go a long way in ensuring this information is well received.
Creating a Comprehensive Local Strategy
Now that you’ve got an idea of what information determines how your website performs in search engine results, it’s time to put it to use. Being aware of Google’s algorithm is the first step to a comprehensive local search strategy that can get your business noticed by both search engines and users.
Local SEO is one of the most critical aspects of marketing a small business in 2020. Consumers are looking for businesses and services that are both nearby and relevant. Help Google to put your business in front of high-converting customers by optimising your platform for local search.
If you’re after long-term benefits from local SEO, you need to consider a comprehensive and sustainable approach. There are hundreds of factors for search engines to consider; integrating as many of these factors into your local search marketing approach can provide your business with a tremendous edge over your competitors.
As a local search engine optimisation expert, it’s my job to work one-on-one with each client to identify their customised opportunities for organic growth. I work with each business to develop search engine solutions that build a strong local presence and get them in front of high-converting and qualified leads. If you’re interested in finding out more about how local SEO can help your business, get in touch with the Sydney SEO specialist today.