Local SEO rankings depend on five core signals: relevance, distance, online reviews, structured and unstructured citations, and mobile optimization. With 72% of all searches involving a local destination, businesses that align with these signals are more likely to surface in Google’s map pack and convert visitors into customers.
How does relevance affect local search rankings?
Optimizing for local search engine optimization (SEO) helps your site rank better in Google’s unpaid results. With 72% of all searches involving a local destination, businesses need to be optimized for local SEO in order to be found by prospective customers.
Local SEO also builds brand awareness. Getting your business on the map pack of Google’s organic SERPs puts you in front of prospective customers, and a high ranking on the first page of local search results converts those visitors into customers.
The reason is simple: people trust a business on the first page of local search results. If your website isn’t on the first page, you won’t get much traffic, which means minimal conversions.
How does distance influence local search results?
Distance is one of the biggest factors Google considers for local search.
You can’t change the actual physical distance between you and a particular business, but you can adjust the amount of information you provide. Keeping your location information updated matters if you own a business with multiple locations.
Schema rich markup also helps. It helps search engines identify your content and signals to users that you are local.
Relevant keywords and queries boost local search rankings, but the simplest way to get found is to have a Google My Business listing.
Why do online reviews matter for local SEO?
Online reviews build brand reputation, increase conversion rates, and drive sales.
Consumers actively seek online reviews to validate purchase decisions. According to the Bright Local study, almost ninety percent of consumers read online reviews for local businesses in 2017.
Google considers customer reviews a factor in local search rankings. When a consumer searches for a business, they usually see a Google Business profile with a description and star rating. Make it easy for customers to leave a review. Positive reviews attract new customers, while negative reviews turn potential customers away.
Google’s reviews play an important role, alongside other ranking factors.
What is the difference between structured and unstructured citations?
A local SEO citation is an important element of an effective SEO strategy. Citations help Google and other search engines understand a business’s location and service area, boost search engine rankings, and get more searchers engaged with your site.
Structured citations are company listings on third-party directories. These listings include the business name, address, and phone number. Some structured citations also allow an email address and website link.
Unstructured citations are mentions of a business on various websites and blogs. They can appear on a blog post, review website, social media profile, or forum. They don’t contain complete NAP information but can still be helpful.
Why is mobile optimization critical for local SEO?
Mobile SEO improves your website’s performance and lead generation, and helps convert users.
Almost half of Internet users are now mobile, so your site has to provide a good user experience. A site that fails to deliver loses business.
Google has focused heavily on mobile optimization, introducing the Mobile-First Index and pushing page speed. The Mobile-Friendly Test tool from Google is a free service that analyzes your site and identifies elements that need mobile optimization.
A mobile-friendly website is optimized for mobile and voice search. Both are important for local SEO, since more people use mobile devices to look for places nearby.
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