Demystifying Local SEO: How to Get Your Business to Rank Higher

What is Local SEO?

Local SEO, or local search engine optimization, is the practice of improving your business's visibility in local search results on Google and other search engines. It helps businesses that serve specific areas—like laundromats, restaurants, or other community-oriented services—connect with nearby customers. 4 in 5 consumers conduct searches with local intent on search engines, making it crucial for businesses to optimize their presence in local search results. When someone searches for services "near me" or uses a location-specific query, local SEO ensures your business is optimized to appear in those results.

Local SEO is crucial for businesses with a physical location or those serving a particular geographic area because it allows you to attract customers actively looking for the products or services you provide. By optimizing your online presence, you increase your chances of showing up when people are nearby and ready to make a purchase or visit—making local SEO one of the most effective ways to drive foot traffic and grow your customer base in your community.

What Affects Local SEO Rankings?

According to Google's article, How to improve your local ranking on Google:

"Local results are based primarily on relevance, distance, and prominence. A combination of these factors helps us find the best match for your search. For example, our algorithms might decide that a business that's farther away from your location is more likely to have what you're looking for than a business that's closer, and therefore rank it higher in local results."

Proximity to the User

One of the most important factors in local SEO is the proximity of your business to the user performing the search. Google considers showing businesses closer to the searcher in the map pack results. For example, if someone searches for "pizza near me," they are more likely to see pizzerias within a few miles rather than one located 100+ miles away. The closer your business is to the searcher, the higher the likelihood of appearing in their search results. If a user doesn't specify a location, Google will calculate the distance based on the searcher's known location.

Relevance

Relevance refers to how well your business listing matches what the user is searching for. When your Google Business Profile (GBP) is filled out thoroughly with relevant information, you are more likely to match user queries and improve your local ranking. Ensuring that your business categories, keywords, and descriptions accurately reflect your services is key to improving relevance.

Prominence

Prominence relates to how well-known and trusted your business is online and offline. Google factors elements like online reviews, website authority, and mentions across the web to determine prominence. A strong online presence, including quality backlinks, positive reviews, and consistent online activity, can boost your prominence and help your business rank higher in local searches. Prominent businesses, such as famous landmarks or well-known brands, will likely rank higher. A strong online presence, following SEO best practices, and having positive customer reviews will improve your prominence in local search results.

The Map Pack: How It Works and Why Location Matters

How Google's Algorithm Prioritizes Locations

Google uses location data to determine which businesses will appear in the map pack. When a user makes a local search, Google aims to provide the most relevant and geographically convenient results. 42% of people conducting a local search click on results inside the Google Maps Pack, highlighting the importance of securing a spot there. This is why businesses closer to the searcher are more likely to rank higher. If your business is 30 miles away from the searcher, it is unlikely to rank above a competitor that is just 5 miles away, regardless of SEO efforts.

Optimizing for the Map Pack

To increase your chances of appearing in the map pack, consider the following strategies:

• Optimize Your Google Business Profile (GBP): Make sure your business information is accurate and complete, including your name, address, phone number (NAP), and hours of operation.
• Gather Positive Reviews: Customer reviews play a significant role in improving visibility. Encourage satisfied customers to leave positive feedback on your GBP.
• Post Regular Updates: Use Google Business Profile to share updates, photos, offers, and events. Sharing content on your profile signals to Google that your business is active and engaged with customers.

Common Misconceptions About Local SEO

"I Should Rank Everywhere in My City"

Many business owners expect their business to rank highly throughout the entire city. However, local rankings can vary based on the user's specific location. It's normal for your business to rank well near your physical location and less prominently in areas farther away. Additionally, some keywords are more competitive than others. For instance, ranking well for broad terms like "restaurants near me" can be more challenging due to higher competition, while a more specific term, like "nail salon," might allow you to rank across a wider area if competition is limited.

"SEO Can Override Distance"

A common misconception is that SEO alone can rank a business above closer competitors. While SEO is a powerful tool, it cannot override the importance of proximity in Google's ranking algorithm. The physical distance between your business and the searcher determines the ranking.

"I Can Rank Instantly"

Local SEO is not an overnight process. It requires consistent effort, and results often take time—typically several months—to become noticeable. Setting realistic expectations for improvement is key to a successful local SEO strategy.

Key Steps to Improve Local Rankings

Optimize Your Google Business Profile

Ensure all business information is accurate and complete. A fully optimized Google Business Profile can significantly impact your rankings and customer engagement. According to Google, customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete Business Profile. Use relevant keywords in your business description, highlight your services, and add photos to make your listing more appealing.

Encourage Customer Reviews

Positive reviews help build trust and improve your prominence. Politely ask satisfied customers to leave a review on your GBP, and make it easy for them by providing a direct link.

Local Citations and Consistent NAP

Local citations are mentions of your business on other websites, like local directories. To help Google verify your information, ensure your business name, address, and phone number (NAP) are consistent across all platforms.

Create Location-Relevant Content

Adding location-specific content to your website can also improve your local rankings. Write blog posts about local events, create landing pages for different neighborhoods, or answer common questions from local customers. This type of content can help your business appear more relevant to users in your area.

Realistic Expectations for Local SEO Results

Timelines for Improvement

Local SEO is a long-term investment. Depending on the competition and the current state of your online presence, it typically takes 3-6 months to start seeing noticeable improvements. It's important to be patient and understand that results will come with consistent effort.

Limitations of Local SEO

While local SEO can significantly improve your visibility, it cannot change your business's physical location. If a competitor is closer to a potential customer, they will likely be prioritized in the search results. However, by focusing on other factors like relevance and prominence, you can still maximize your chances of reaching more local customers.

Take Your Local SEO to the Next Level

Local SEO is a powerful tool for helping your business connect with nearby customers, but it requires understanding the key factors that influence rankings, like proximity, relevance, and prominence. By setting realistic expectations and consistently optimizing your online presence, you can improve your chances of ranking higher and attracting more customers. If you're ready to take your local SEO strategy to the next level, contact us!