Top 25 Local Search Ranking Signals You Need to Know

Ranking local businesses is difficult for three reasons.

• Mobile usage is on the rise as more people use their phones to find nearby businesses.
• The surge in companies recognizing the value of local SEO has made the results more competitive.
• Once in the top 7, the Google Local Pack now sits in the top 3.

So what does it take to appear at the top of these competitive local search results and put your company in front of people searching for products and services like you?

Here, you’ll 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 with Google’s Maps Pack/Local Pack can be a game changer for your business.

Recent Map Pack Changes You Should Know About

Google’s local pack shows Google’s three most relevant results above the organic list when a searcher makes a query with local intent.

The importance of the Local Pack tool is evident as Google constantly modifies the Local Pack to make it more useful for searchers.

For example, Google recently announced that it is rolling out a desktop search interface for users to search for nearby places and businesses. [restaurants near me]with local results on the left and a map briefly on the right.

Here’s an example of how that search works.

Why Google’s Local Packs Matter

This gives searchers the ultimate convenience of quickly finding nearby businesses and checking hours, phone numbers, reviews, and more, without having to click through to a website.

Local ranking for your business is essential, and local SEO should be a key component of your overall optimization strategy if you want to increase your chances of ranking in Google’s local packs.

As with all Googles, there is no exact formula for coming out on top and the competition is fierce.

However, this article will guide you through the important steps to building a local online presence and increasing your chances of ranking well as a local business.

What are Top Local SEO Ranking Signals?

We’ve compiled a list of important SEO ranking signals into two broad categories.

• Basics: This covers the most basic ranking signals. These are easy achievements to achieve and fundamental elements that must be addressed in order to rank in SEO.

• Important local ranking signals: Here’s an overview of the more advanced local ranking signals you need to move up and outperform your competitors.

foundation

1. Google Business Profile

You may know your Google Business Profile by its former name, Google My Business.

Signing up for a Google Business Profile is easy and free.

This is one of the easiest and most effective ways to improve your local SEO.

There are two methods:

First, enter the business name and address and select from the search results.

The second method is to find your business on Google Search or Google Maps,[Claim this Business]Click.

2. Google Business Profile Categories

Categories describe your business and help connect with customers looking for you.

Be specific by choosing a major category that generally describes your business.

For example, for a nail salon, select “nail salon” rather than just “salon.”

3. Google Business Profile Photo

You can add photos and videos to your Google My Business page. These can include locations, products, staff, and even customers (with permission of course).

Photos add interest and credibility to your listing and can also serve as a local ranking signal.

4. Bing Places For Business

Google is the most commonly used search engine, but Bing still holds a small share (about 7% of the global market according to this source).

Set up Bing Places for Business to cover all the bases.

5. Online Directory/Citations

Claim your business in other popular online directories such as:

• apple map.
• yellow pages.
• Foursquare.
• Yahoo! Local Works.

6. Posting on review sites

A study by Harvard Business Review shows the power of lists on review sites.

According to their research, a 1-star improvement in a business’s YELP rating increases revenue by 5-9%.

To get reviews, start by being listed on:

• yep.
• glass door.
• Angie’s list.

Google reviews seem to be the most important, but these other site listings are still very valuable.

7. Number of positive reviews

Getting positive reviews and responding to reviews to engage with customers is key.

According to Google, high-quality reviews help your customers by raising awareness of your business and making them more likely to visit your location.

Remember this important warning to this recommendation about asking for positive reviews. It’s against their policy to buy reviews by asking for reviews in exchange for something else.

Other sites, such as YELP, similarly have policies in place for their manipulation, aimed at keeping their reviews authentic and unbiased.

8. Reviews by Keywords and Locations

Not all reviews are created equal.

When a reviewer uses a city or keyword, it sends a signal to Google that you’re a trusted local business.

If you have many goods or services, we recommend that you send them separately according to the specific goods or services you have.

9. Reviews with replies

The owner’s response to Google indicates that the pages are actively moderated and that you are involved with them.

Google also shows that your responses are important because reviews build trust.

10. Percentage of Negative Reviews Not Responded

Double whammy counts reviews with replies, but also negative reviews without replies.

You should have a plan for responding to all reviews, especially negative ones. Read more about how to deal with negative reviews here.

We have systems in place in case you have an inappropriate or negative review on Google and want to remove it.

11. Create a Facebook Business Page

Many people are familiar with Facebook and use it as a search engine, which is why it is on this list.

At least create a business page and update it with your website, hours of operation and description.

Social signals may have limited impact, but they do impact social SEO.

12. Social listings

Whether or not you plan to be active in social listings, you should at least claim your business on all popular social sites such as Twitter, LinkedIn, and Instagram.

Pin tweets and posts to get people to call you, visit your website, or follow your most active social platforms.

In a survey of 3,200 customers, the average customer expected response time was 4 hours.

We expect fast responses from businesses to short turnaround replies on social, so businesses need to reply lightning fast to meet this expectation.

13. Consistent Name, Address and Phone Number (NAP)

Please keep your company name, address, and phone number consistent across all media so that Google Search can provide accurate information.

Also, using a consistent name, address, and phone number makes it easier for customers to connect with your business.

Attention to detail here is important.

For example, if your business name is Jon’s Burger, LLC on one site and Jon’s BurgerS on another, the slight difference between the name and the entity can be confusing.

14. Mobile Responsiveness

Google checks your mobile site first, not your desktop site. This tool will help you get started on your mobile-ready journey.

Essential Local SEO Ranking Signals

15. Structured data markup

There are several ways to use structured data markup for local SEO:

• multiple departments.
• time.
• address.
• menu.
• website.
• telephone number.

These are highly recommended by Google. You can add markup using tools such as Google’s guides or schemas.

Also worth noting is the lack of clarity about whether including GPS coordinates within structured data is useful.

For usage examples and sample markup, see How to Use Schemas for Local SEO: The Complete Guide.

16. Click-through rate of search results

If you’re successful with general SEO, you’re also successful with local SEO. Makes sense, right?

Make sure your meta titles and descriptions are meaningful so users can find what they expect when they arrive at your site.

17. Localized Content

Consistent publishing of content is key here. Set goals for ongoing content, measure progress and see results.

Make sure you can include important terms and locations organically.

For example, write about local events, share your local charity’s fundraising efforts, or include informational topics that are important to your local community. Think about what makes sense for your brand.

18. On-Page Location + Keyword Optimization

For example, don’t just optimize “furnace repair”. Optimize for “Sacramento Furnace Repair”.

19. Title + Meta Description

If possible, include key terms and locations in your title and meta description.

This goes hand in hand with on-page location and keyword optimization, but is so important that it needs to be mentioned separately.

20. Quality Inbound Links

Links from sites that Google trusts are good for SEO. The topic of inbound links is important and extensive, and an in-depth discussion is beyond the scope of this article.

For more information, see our local link building guide here.

21. Inbound Link Diversity

You want a variety of inbound links that are relevant, authoritative, and organically acquired.

A good analogy for an investment portfolio. Different types of investments and different levels of risk spread are required.

Linking strategies should be diversified as well.

We want as many links as possible from as many different websites as possible, taking care to ensure that all links are of high quality.

22. Inbound links from local related sites

Links from local news sites, community blogs, etc. prove that your site is trusted by users nearby.

For some companies, a press release to local news stations can be helpful. For others, it may be helpful to discuss it on local social media sites.

23. Inbound with local + keyword in anchor text

Ready to set tough goals?

Inbound links from authoritative sites that use both your city or neighborhood and primary keywords are like the “Holy Grail” of links.

24. Proximity to Searchers

Proximity to the searcher is a factor that cannot be optimized.

However, it’s a strong ranking signal, so it’s important to have a Google Business Profile and have a consistent name, address, and profile.

25. Domain authority for your website

Domain Authority is a search ranking authority developed by Moz that predicts a website’s likelihood of being ranked.

Increasing your domain authority is not a quick or easy process, but it can pay off quite a lot.

Conclusion

What do all these local SEO features mean for your local SEO strategy?

The two main points are:

• Your Google Business Profile is the first and most important place to start optimizing your local SEO ranking. Claim it. Please make sure it is complete and accurate. Select a category. Get reviews. Reply to reviews.
• The second most important thing local SEO can do is focus on the big picture, overall SEO strategy. Build a high-quality link profile, create useful, well-researched content for both local and primary keywords, and make sure your meta description is optimized.

Local SEO is a competitive field, but there is still room for growth and improvement for most companies.

This list will help increase your chances of being included in Google’s local pack, but most importantly, your ability to be found and connected with local customers.

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Featured Image: Paulo Bobita/Search Engine Journal