How Does Google Local Search Work?
To rank well in Google Local Search, it is beneficial and effective to use as many Google platforms as possible. For a service-based business should optimize their website to rank well on local search, optimize their Google Business Profile (GBP) (formerly known as Google My Business), advertise in Local Service Ads, and post videos on YouTube to create a solid portfolio of Google web assets that will work collectively to rank very well on Google local search.
Local SEO services is a process that uses online tools and services to help businesses promote their products and services to local customers. This can be done through services such as Google Business Profile (GBP), which allows businesses to create a free business listing that appears in the local search results for relevant queries.
To improve local search ranking, businesses must provide accurate and consistent NAPU (name, address, phone number, URL) information to the most important directories. If your directory listings contain inaccurate or inconsistent information, the search engine may not trust your business and consumers may not find you when looking for goods or services. Sending trust signals is essential to rank well in Google local search and helps when Google updates its local search algorithm.
Local SEO Website Basics
Good local search results, starts with your business website. Your business website must be properly structured so that it is easy for the Google spiders to easily crawl your site. In addition to a well -structured website, you on-page SEO must be on point. This means that your title tags and H1 tags are relevant to your business and showcase your commercial keywords so that the search engines know how to match user intent with your services.
Local search requires a slightly different approach because customers are looking for information on businesses in a certain geographical area. To rank well for local search searches, the body content, title tags, and meta descriptions should contain location-specific terms like the name of your city or neighborhood. So rather than just listing “plumbing”, you should indicate “plumbing, seattle” on your page URL, Title, H1 – H3 tags, and in the body of your page text as well as your alt tags on any images or graphics on the web page.
Local Page Signals To Improve Google Local Business Results Ranking
Before creating your business website, take the time to do substantial keyword research. You will want to optimize for on-page signals to improve your local ranking on Google. To do this, you need to know what local keywords you want to pursue and the keyword cluster they are part of for your service-niche and location.
Google’s local search algorithm considers not just whether your page provides relevant content, but also whether it has proper on-page signals.
Meta Descriptions and Tags – An important on-page factor to consider are tags within your page’s code.
Headings – In the early days of SEO, Google relied heavily on-page headings tagged by the webpage creator as H1, H2, and so on. Today, the local search algorithm has matured to the point where it can recognize a well-structured page without headings.
Image Tags – Tagging images with relevant keywords and attributes help to improve local search rankings. It’s also helpful to include geo-tagging and Exchangeable Image File (EXIF) data, keep in mind that images taken with a smartphone or smart device often automatically add geotags.
Google Local Ranking Factors
To optimize your website and for Google Business Profile optimization, keep in mind that the three essential local ranking factors are: Proximity, Relevance and Prominence. To properly optimize for Google local search, all three factors should be considered and content should be developed to meet the significance of those factors. Let’s look at all three in turn.
1 – Proximity
Proximity is the number one factor that determines how search engine results are displayed. Local SEO, or “where is my business” is the sort of business-based search Local SEO strategy that has turned into the canonical example of holistic search engine optimization. It can find like-minded professionals in a specific town (think Lamaze classes near you) and home owner associations that are close to the ocean.
Proximity has become more important as of 2021 algorithm changes. Think of this as Location-Based SEO. This shift now requires assuring that there is sufficient information in a business website that anchors it within its locality to meet this ranking factor requirement. Assure that your business location is accurate and located on your contact page. It is also a good idea to have it in your footer so that it’s easy for customers to find.
Google takes into account other modifiers that a searcher includes in their query, such as “best.” The many specifications contained in a query represent the billions of words we inject into Google when deciding where to show search results.
Considering how important these modifications are, businesses must know what keyword match with proximity signals are best for their business. This can be accomplished with a comprehensive keyword analysis and a competitor keyword analysis.
2 – Relevance
Google needs the information on your web pages on GBP spelled out very, very clearly. Some people think that since Google is so powerful, it can figure things out on the website only to find that the website is not ranking at all because it is not properly structure or well-optimized.
Having completed numerous local search audits, we have seen so many well-meaning business owners who throw their hands up in frustration because their sites do not rank. We sympathize. In the past, it did not take much to get a web page to rank but now it’s become more challenging because the bar has been raised. It simply is more complicated. It has become a game of evolve or die online.
To be relevant, a local business must carefully consider the following:
- Local listing categories and the attributes listed on the Google Business Profile
- Local page signals (signals that show Google thinks this particular page is important)
- Social posts and online review responses that incorporate relevant keywords
The combination of these three elements should be consistent on the business’s website and GBP. The service pages on the website indicate what the business does and are a good way to show relevance. This information should be mirrored on the GBP services offered section. The more relevant the content and honed closely to the targeted key words, the better the web performance and ranking results.
3 – Prominence in Local Search Results
Prominence is how popular a business is in their local market. It is the holy grail of Google local search. Ranking well due to prominence means that the business usually takes the lion’s share of the search results. The classic big fish in the small pond.
Just how important is prominence can be is by understanding that Google Local 3-pack appears in 93% of searches with local intent. Capturing your service niche in your location can make a huge impact on your bottom-line. Understanding how to rank for “relevance” and “proximity” is important for businesses looking to take advantage of prominence in Google local search.
A business that ranks on the top of the Google Local 3 pack and in the 1s position for organic search results, dominates that local market for that service. A business with that level of ranking likely captures 33% – 60% of the search volume.
Prominence comes from having a well-optimized website, GBP profile, and numerous additional digital assets such as well-developed social media, business citations, and back links pointing back to the website.
Google Business Profile (GBP) is Essential for Local Businesses
Choose the Right Categories
Google Business Profile lets you manage your business profile, including listing information, photo, and description. You can also add custom links to your business page, as well as events and notes. Google Business Profile (GBP) is free to set up and essential for local businesses looking to improve their ranking. Maintain accurate information on all your listing pages. Category selection impacts a business’s relevance score and can be affected by various attributes, like “free Wi-Fi.”
Google Maps SEO
Closely aligned with GBP is Google Maps. You can use Google Maps to see how people are visiting and interacting with your business, and see where potential customers are located. Businesses can claim their location and advertise on Google Maps with a Search campaign. A recent study showed that about 50% of people who search for a local business on Google Maps visit that business within one day.
Rank higher on Google Maps by optimizing Maps information. By assuring all the information is correct and providing photos of your business building and interior, you can optimize your Map listing. Also include a 360 photograph. There are special Google approved photographers for this service. If you have a particularly nice looking building, it’s well worth showcasing it for Google Maps SEO which will increase your Google maps ranking.
Local SEO: Google Business Profile
Claim your business on Google Business Profile and optimize your information. Photos can increase traffic to your business, and they’re listed in the Local Knowledge Panel. Your Google Business Profile page accounts for 14% of your ranking power. Be sure to fill out all aspects of the information thoroughly. Spell out your products and services.
Take the time to do a local 3 pack SEO to help your Google Business Profile stand out from the pack. Local SEO 3 pack is also worth maintaining with continuous postings, updates about your business, images, etc. The more active you are, the better your local local search rankings in Google in both the 3 pack and organic results.
GBP signals are heavily weighted in the algorithm, but do not take it lightly when optimizing for local rankings. When choosing a category, consider your business’ focus and what’s important to customers.
To optimize your business for Google’s local results, choose the right categories. One of the best ways to do this is look at the first 5 businesses ranking in GBP for your keywords. Use those categories.
Local Listing Categories and Attributes
Google Business Profile (GBP) categories and attributes impact a business’ relevance score. To score high for local relevance, it’s important to maintain accurate GBP information such as Google, Yelp, Bing, and Nextdoor.
Category selection is based on a business’ primary category weighting and the number of businesses you’ll compete against in that category.
Attributes should be linked to your primary GBP category and describe features of your business people may search for (e.g., free Wi-Fi).
Create Google Business Profile Posts
Google Business Profile Posts are located in the Local Knowledge Panel underneath the general information about your business. Posts allow you to include text, images and videos. Description lengths for your posts are limited to 300 words.
Be sure to research your competition and consider how you can rank higher with better content. To increase traffic and conversions, focus on writing about topics that are relevant to your target audience. Determine your most frequently asked questions and respond via post as a way of creating useful content that will likely rank well.
Review Volume and Business Responses
The more reviews and positive ratings a business has, the higher the business will rank in local searches. High-quality reviews from customers are good for business visibility. Responding to negative reviews in a positive way can help remove their sting. If you get a false review, notify Google with supporting evidence.
Google considers several factors related to reviews, including: volume of reviews and average star rating; business response ratio (how many reviews a business comments on). Review signals are ranking factors for Google’s local search. The volume of reviews and average star-rating for each location is typically a strong indicator of local market prominence.
Automation helps with responding to reviews by automating certain tasks, such as reviewing no-star reviews. Review volume and average star rating are important factors in Google’s local search engine ranking. Responding to reviews is a good way to boost your prominence. Be sure to include your keywords in your responses for added relevancy.
Citation Volume
Businesses with higher citation volumes rank higher in local search rankings. Local citations include any online mentions of a business’s name, address, and phone number. Citations show on websites, apps, social platforms, and business directories like Yelp, Better Business Bureau, etc.
Google examines citation volume in addition to other factors. From this information, the algorithm deems whether a business has high authority. Rather than pay a listing service to link your business to hundreds of directories, focus on on a handful of key directories since Google has evolved to see repetition as redundant information when it comes to citations and it does not move the needle for your rankings to have more than the essentials.
Good local search marketing makes your business show up in the local pack for your most profitable keywords to match prospective clients with your service offerings. Consequently, it’s well worth the time and effort to optimize in order to capture as much of the relevant lead flow as possible to increase sales and profits so your business can thrive.
How to Promote a Local Service-Based Business on Google
Well-executed local SEO campaigns are perfect Local SEO solutions for small businesses. It can help boost traffic and lead conversion rates for your business. There are a few things to consider when promoting a local service-based business on Google. You’ll want to make sure that your site is optimized for local search, and that you are using the correct keyword phrases in your content and in your ads.
Search engines like Google and Bing use information from primary citation business sources to rank websites. To make sure your website is listed in search results, make sure all of your local business directories are accurate.
You’ll also want to make sure that you are actively promoting your business via social media, such as Youtube, Facebook, etc. As your business grows, you’ll need to invest in local search campaigns to reach new customers and keep the ones you have. There are a number of different methods you can use to improve your results from local SEO, from paid advertising to content marketing initiatives.
How to Audit Your Google Local Rank Tracking
Auditing your local search ranking is an important part of local SEO strategy. By auditing your ranking, you can identify the areas where you need to make improvements and take the necessary steps to improve your ranking. There are a number of factors that you can audit, including your website, your citations, and your reviews.
To audit your website’s local rank, there are a number of free and cost-effective online resources where you simply enter your website URL and you will get results showing you if your website is ranking and for what search terms. A good option to consistently track your website performance is Ubersuggest. It has a free trial and affordable plan for small business owners.
You will want to continuously track your rankings so that you can gauge the results of any changes you make on your website and subsequent performance in local SEO rank tracking.
To audit your local search ranking in GBP, you need to clear your browser history and cache. Use the incognito mode. You can audit your local search ranking by searching for your business name and location or phone number. Did you show up above the fold?
Google Service Ads – Paid Google Lead Services
Google Lead Services is a great way to own additional digital real estate. If you have a high-ranking website and Google Business Profile, then also adding paid ads and Google Service Ads can help you dominate your service for your niche. Google Service Ads also provide a guarantee to consumers. You pay for leads from Google. This service can be a good add-on as part of your comprehensive digital marketing plan.
Google “near me” Searches
It is estimated that about 10-20% of all searches are for local businesses. Near me Google searches have doubled in the past year. Being available on Google search means it’s much more likely that people will stop into your store when searching for a local business. To increase chances of appearing in “near me” searches, make sure your Google Business Profile page is well-defined and includes location information. Near me searches are a significant part of Google search results. The percentage of “near me” searches varies depending on the time of day and location. Near me searches can be helpful for finding businesses and services in your area.
