Google is constantly evolving its algorithm & it's hard to stay atop of current trends.
If you've ever wondered what factors determine how Google ranks businesses in local search results, you're in the right place. In a recent survey conducted in 2023, local search experts shared their insights on the potential ranking factors used by Google. While we don't have access to Google's internal workings, these factors are based on years of analysis, research, and testing by the experts.
So, what are these factors? Let's break them down into different groups:
1. Google Business Profile signals: This includes proximity, categories, and keywords in business name.
2. On-page signals: Presence of NAP (Name, Address, Phone number), keywords in title tag, and domain authority.
3. Review signals: First & third party reviews, quantity of reviews, and review velocity.
4. Link signals: Inbound anchor text, linking domain authority, and quantity of linking domains.
5. Behavioral signals: Click-through rate, mobile clicks to call, and dwell time.
6. Citation signals: Location data, NAP consistency, and citation volume.
7. Personalization: Search history, search location, and device.
Now, let's talk about the importance of each group. According to the survey participants, on-page and behavioral signals have gained more weight compared to previous years, while Google Business Profile signals and link signals have seen a slight decrease. This shift reflects the current state of local search and emphasizes the significance of website content and user behavior.
Data courtesy of whitespark.ca
When it comes to local pack & finder ranking: Google Business, keywords in titles & domain authority are king
In 2023, local search experts are investing more time and resources in website content to improve local pack/finder and local organic results. They are also focusing on optimizing their Google Business Profiles to increase behavioral signals, leading to improved conversions.
Although personalization signals have seen a slight increase, they should not be a major concern. Personalization plays a role, but its impact is relatively low compared to other factors.
Data courtesy of whitespark.ca
When it comes to local organic ranking: Neighborhood pages, keywords in titles, and linking domain authority are king
As an auto-detailing business owner, you may be wondering how to implement this article to improve your online visibility and attract more customers to your physical location. The key lies in understanding how Google's local search algorithm works, which is influenced by various factors grouped into six categories. Let's go over the main focus points:
Your Google Business Profile Is Crucial to Your Online Presence in 2023
The first group of signals is Google Business Profile, which includes all the information related to your business profile on Google My Business. Chris always speaks to the effectiveness of Google Business - and he didn't say it for nothing! This group has a significant impact on your local search ranking, as it influences the accuracy and visibility of your business information on Google Maps and local search results. Therefore, you should optimize your profile by filling out all the required fields, adding photos, and encouraging customers to leave reviews.
Action Items For Your Google Business Profile:
- Fill out all required fields
- Make your profile picture your logo
- Add photos as a 'Google Business Update' 3-5 times a week
- Encourage your customers to leave Google reviews
On-Page Signals Are Huge - Luckily Detailers Roadmap Takes Care of This!
The second group is On-page signals, which refers to the content and HTML structure of your website. This group includes information such as your business name, address, and phone number (NAP), as well as the presence of relevant keywords in your title tags and meta descriptions. Additionally, your domain authority and website speed can also affect your ranking in local search. To improve your on-page signals, you should ensure that your website is mobile-friendly, has a clear site structure, and includes local keywords in your content.
Action Items For On-Page Signals:
- Detailers Roadmap covers all of these!
- Mobile-friendly websites
- Business name, address & phone number featured on site in multiple places
- Clear site structure
- Local keywords in your content
Review Signals Are Not Most Influential to Organic Results - But You Best Believe You Need to Have Great & Frequent Google Reviews For a Lot of Other Reasons!
Review signals are the third group of factors that impact your local search ranking. This group includes the quantity, velocity, and sentiment of both first and third-party reviews about your business. Positive reviews can boost your reputation and attract new customers, while negative reviews can harm your ranking. To improve your review signals, you should encourage satisfied customers to leave reviews on Google, Yelp, and other relevant review sites.
Action Items For Review Signals:
- Encourage ALL customers to leave Google reviews
- Implement automated reminders for reviews with your CRM (Urable, OrbisX, Detail Bookie, etc.)
- Reply to ALL reviews! A simple 'Thank you!' will do but a personal touch is best.
We've Got Your Back For Behavioral Signals!
Behavioural signals include click-through rate, mobile clicks to call, and dwell time on your website. These signals can reflect the engagement level of your potential customers with your business and can affect your local search ranking. To improve your behavioural signals, you should create compelling meta descriptions and titles that encourage clicks, and ensure that your website is user-friendly and easy to navigate.
Action Items For Review Signals:
- Detailers Roadmap covers all of these!
- Compelling meta descriptions & titles on every page
- Your Detailers Roadmap website is user-friendly & mobile-friendly!
- Your site is easy to navigate with menus, sitemaps & clear calls-to-action
In conclusion, local search ranking relies heavily on a range of ranking factor groups. Understanding each group and their importance can help you improve your local search visibility and attract more customers to your business. By following the tactics we've outlined for each group, you can give your business the best chance of ranking higher in local search results. Remember, local search is an ongoing process, so continue to monitor your ranking and make adjustments as needed.
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