The Top Influential Local Search Ranking Metrics You Need to Know
Appearing on the first page of Google’s local search results is a proven way to grow your business. 42 percent of traffic goes to the top Google search result, while 11 percent goes to the second-ranked. In addition, fewer than five percent of users search beyond the first page. Ranking in Google’s top five results can increase conversions and sales. How do you improve your local search ranking? Let’s take a closer look at the three most critical local search ranking metrics: relevance, distance, and prominence.
It is a mystery why some businesses rank near the top of local search results and others don’t. Many businesses find it frustrating when their competition’s local search ranking is higher, even though their product or service is more relevant. What are the reasons behind this?
Ranking metrics influence how search engines display and order web pages. Most business owners are unaware of the three main factors that Google uses to determine their local search ranking.
- Relevance
- Distance
- Prominence
By understanding how these metrics work, you can optimize your chances of ranking higher on Google’s local search results.
Relevance
“Relevance” is how well the Google Business Profile matches the search query. This is one of the main reasons why providing as much detail as possible in your Google Business Profile is so important.
By ensuring your Google Business Profile is updated and optimized for SEO, you improve your chances of ranking high on customer search results. When customers enter “near me” in their search, Google uses the information from your profile page to determine if you are what they’re looking for. Potential customers searching online are more likely to find businesses with accurate and updated information. If your business information is incomplete, it will be difficult for potential customers to find you.
It’s important that you keep your Business Profile up to date so users have the most relevant information about what you do, where your business is located, and when they can visit. You should include details such as (but not limited to):
- Your physical address
- Your phone number
- What category or industry your business falls under
Attributes, specialties, products, and services offered by your company
Google pays close attention to the consistency of the information in your listings. As long as all your listings point to the same contact information, Google can confidently display your contact information to customers when they search for your business. The search engine doesn’t trust information if it finds discrepancies in the listings, and you could be ranked lower in local search results because of this, as it can lead to a poor user experience.
Distance
The expression “Location, location, location!” is probably familiar to most business owners.” A great location is vital to attracting foot traffic – or, in this case, Google traffic. It is important to keep in mind that “near me” searches consider businesses nearby the searcher’s geotag that match their search criteria.
Based on your business profile’s physical address, Google calculates the distance between your business and the searcher. It is important to ensure that your business address is consistent across all media platforms (website, Google Business Profile, social media). This ensures Google is recommending a reputable business and helps increase their confidence in you, thus elevating your search engine ranking.
Prominence
If you want your content to rank higher in Google search results, Google needs to see an organized index of all your content. This content includes product listings, links, articles, and customer reviews.
Customer reviews play an important role in purchasing decisions. A positive review is always the best, but engaging with your customers by responding to their reviews is also extremely important.
Your rankings will improve the more reviews your business receives, as well as the more engagement you have with your reviewers. This not only builds rapport with your customers but also enhances your credibility with Google.
Another important aspect of prominence is the availability of a website that is optimized for both PCs and mobile devices. This is because the majority of local searches are performed from a smartphone or tablet. In addition to making your website mobile-friendly for Google, you also want your customers to have a pleasant experience on your site.
Having difficult mobile website navigation can drive potential customers away from your business in favor of your competitors!
Wrapping It All Up
In conclusion, getting your business listed on Google Maps and ranking higher on Google’s local search results is one of the best ways to increase local traffic. Optimizing your relevance, distance, and prominence for local search is the easiest way to begin ranking higher on Google immediately.
Are you ready to take your business to the next level? The Arvig Media SEO Experts can assist you in optimizing your Google Business Profile and increasing your local search ranking. Don’t wait any longer, contact us today and watch your business reach new heights of profitability.