What is Local SEO Marketing?
Local SEO is the online visibility of your business on a specific geographic area you are serving to. It is a crucial part of a marketing strategy to attract local customers.
A comprehensive Local SEO campaign can benefit your business by increasing your search visibility in the local area, and the ability to engage with local customers.
Google updates its search algorithm to provide users with relevant and valuable information nearby. Hence, ranking well in local search results requires a comprehensive approach.
Even though the exact ranking formula for Local SEO is not known, we do know of the main factors that can play an important part in helping local businesses rank higher in local search results.
Here are the 7 main Local SEO Ranking Factors for 2020:
Google My Business
This is one of the most essential Local SEO ranking factors. It basically enables businesses to have them listed and verified by Google. This will help your customers find your location, contact number, and other information.
GMB is important because it is one of the first things that users will notice. Google search algorithm analyzes GMB signals such as proximity and updated contact to show your listing to people near your area.
A thorough Local SEO strategy will help to optimize the GMB listing for improved visibility.
There are many on-page factors that determine your ranking on Google. The use of ‘relevant keywords’ is most important. Google’s search algorithm will analyze the relevant keywords you have used and where you have placed them. So, make sure you are using the relevant keywords to optimize your SEO and get ranked higher.
In addition, details such as name, address, and contact number on your website will benefit in on-page ranking factors. This information is useful for Google to decide essential proximity details for your rankings.
‘Mobile-friendliness’ is another important local on-page ranking factor. According to stats, 30% of all Google mobile searches are related to location. You need to make sure two things: make your website easy to use, and loading speed on mobile devices must be fast for good user-experience and SEO optimization.
Optimizing your website and making it user-friendly ensures people to find you more easily on the internet. People are always searching on Google to buy products or avail services, so you can target these people more effectively.
Potential customers are cautious before deciding to avail of your services or buy any products. To make your company more trustworthy and to attract new clients, you need good reviews and positive feedback from those clients who have already availed your service or bought your products; and are willing to remain your loyal clients.
This will have a positive impact on potential clients who are uncertain about choosing your company for whatever service/product you offer.
Also, positive online reviews contribute to ranking for Local SEO. Local search ranking factor in 2020, considers the total number, frequency, diversity, and quality of reviews.
If your business is receiving genuine praise and appreciation, Google will consider customers’ satisfaction and put you higher in the local search rankings.
For Google, the user comes first, so the combination of a comprehensive Local SEO campaign with good user-experience and feedback is what you must aim towards.
You can encourage your satisfied customers to leave their comments on platforms such as Google Maps, Yelp, Glassdoor, and on your website.
Backlinks play a vital part in building authority for a local business. Your objective should be to gain links from relevant, local, and authoritative websites.
When it comes to backlinks, quality matters more than the quantity. Getting backlinks from authoritative websites can be difficult, but that is what you should aim for.
To get ahead of your competitors, backlinks from authoritative sites are critical to attaining priority placement in search results.
In the case of backlinks, Local SEO ranking factors consider – the quality of links, the relevancy of links, the quantity of links, and the anchor text that is used to link to your website.
Online directories and citations are helpful for consistent information about your company on the internet, and for gaining backlinks from authentic and authoritative websites.
Users on the internet use the directories and citations to find products and services and their whereabouts. On the other hand, search engines use these directories and citations to verify information about your company.
NAP (Name, Address, Phone Number) consistency is an important part of local SEO ranking factors in 2020. The information (NAP) about your company should be consistent across all the directories.
The use of directories and citations confirms your company’s information is accurate to both users and search engines.
Google’s algorithm uses many behavioral signals to decide the positioning order of websites in local search results. So, what are behavioral signals? These are actions that your users indicate by engaging with your company online.
The most common behavioral signals that are monitored by Google include:
- Click-Through Rate (CTR)
- Mobile Clicks to Calls
- Social Media Check-ins
Search engines analyze these factors to determine which businesses are most relevant and are gaining the most attention from the users.
A well-thought-out and broad Local SEO campaign will include: keeping a check on behavioral signals, so to make necessary adjustments if you’re not doing well.
Therefore, by constant monitoring, you can better your behavioral signals and attract more nearby potential customers to your business.
Publishing content that is relevant to your local area can considerably improve your local search rankings. Users love exploring and engaging with businesses that are relevant and relatable to the local community.
If your local content is providing value to the users, search engines will notice it and so help you in improving your local search rankings.
Blogs, long-form articles, infographics, videos, and e-books are the different forms of content you can produce. Make sure to use key phrases and location-based terms in the copy to bring in more users and for ranking higher in local search.
By identifying the main factors that play a crucial role in Local SEO rankings is only the beginning. But once you begin, you will realize how important Local SEO is for local businesses that offer products or/and services.
The sooner you start, the better it is – as competition is getting tougher.
So, with tough competition, you need a comprehensive and effective Local SEO strategy that can reap your business long-term benefits.
Digitally Up is the fastest growing local SEO agency in Australia. Our SEO experts can greatly help you increase the online visibility of your business on local search results. You can experience a surge in the quantity and quality of leads. Get in touch with our Local SEO experts to know how your business can get results through local search.