In the past two years, there has been a 900% growth in searches with “near me” or “close by.” This statistic is expected to grow as more users use their mobile devices to search for businesses near their area. According to Safari Digital, 46% of all Google searches are local. With these statistics, more and more marketers are focusing their strategies on further improving their local search marketing. However, not every business has a budget to market locally through ads.
If your small business needs to improve its ranking on Google local search results, read on. This article features some ranking tips to bring in more leads and conversion to your website and physical store without the need to shell out funds. But first —
How Does Google Determine Local Ranking?
Local search results are based on a brand’s relevance, distance, and prominence. Google finds the best match for a user search query by combining these three factors. This means that Google’s algorithm may decide that a business that’s a bit farther from your location is more likely to have what you are looking for than a closer business. Therefore, the former may rank higher in their local search results than the latter.
- Relevance – refers to how well a local Google Business profile matches what a user is searching for.
- Distance – Google considers how far each business is from the location term used in a search. Even if the user doesn’t specify his location in the search, Google will calculate distance based on the history location.
- Prominence – refers to how popular a business is. Google-based the information on your business from your website and its links, articles, and directories. Google also counts reviews as a score factor into your local search ranking.
Tips to Boost Your Rank in Local Search Results
Now that you know how Google determines its local search result ranking, the next step is to start your local search marketing. These tips are from the best digital marketing company in Los Angeles, Cybertegic.
1 – Complete your Google Business Profile.
As stated above, Google uses your Google Business Profile information when a user within your area searches for a product/service relevant to your business. So make sure to complete all the details in your Google Business Profile. When adding details, especially business information, make sure that everything is the same as the information listed on your website.
Also, add photos and visuals to your Google Business Profile. Search users prefer Google Business Profile with pictures and videos that showcase their products, service, business location, and employees. These things can increase customers’ trust in your brand.
2 – Improve customer service to get reviews.
Reviews are now confirmed as one of Google’s local search ranking factors. In a report by TrustPulse.com, 73% of online consumers trust a local business more if it has positive reviews. This is why you need to focus on improving your customer service. When customers are satisfied with a product and customer service, they are likely to leave a review in your Google Business Profile. You can ask for feedback from your customers by simply adding it to your marketing materials, such as in your email newsletters.
3 – Focus on on-page optimization.
On-page optimization is the marketing efforts done in a website to improve its position in the search result ranking. This includes optimizing your content, improving your title tags and meta description, adding alt tags, and more.
However, on-page optimization means adjusting how you optimize your website in local SEO. For example, you need to include local keywords and create content targeted at your local customers.
4 – Build more backlinks in local sites.
When it comes to measuring your business popularity online, Google checks your website’s backlinks, including your brand’s name in articles and press releases. Before, when building backlinks, the only factor you need to consider is posting them on online sites relevant to your industry. However, when building links to improve your local search ranking, you need to add your backlinks to local websites.
5 – Optimize your website’s user experience.
Another factor that Google considers when ranking a website in local search results is behavioral signals. This refers to how online consumers engage with your online listing, Google Business Profile, and of course, your website. And, of course, user experience plays a vital role in how users interact with your website. In fact, Google just released the Page Experience Update, which encourages website improvement for users to have a good experience.
Optimizing your website’s user experience includes:
- Checking your Core Web Vitals.
- Make your website mobile-friendly.
- Securing your website connection with HTTPS.
- Creating a website that is easily accessible to users.
6 – Add your business to local and directory listing sites.
Having your business listed in several local and directory listing sites can help improve your local search result ranking. Ensure that your business is listed on top local business directories, including Google Business Profile, Yelp, Foursquare, Chamber of Commerce, Manta, Yahoo Local, and Angi.
Social media channels like Facebook are also considered directory sites. With a domain authority score of 100, Facebook is one of the best places to set up a business page and connect with your local customers.
7 – Personalized marketing is the key.
Personalized marketing is a strategy wherein businesses make their ad message and product experiences unique to each customer. Personalization is an effective way to connect with your customers. In fact, 66% of online consumers stated that personalized content impacted their purchase decision. You can apply personalization in your local marketing campaigns and send emails to your local customers.
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If you need help in your local search marketing, Cybertegic has over 10 years of experience in search engine optimization (SEO). We apply our effective and result-driven SEO strategies to help businesses grow their online revenue and generate more leads with their website and local business listings.
