In this video you're going to learn what the top 10 factors are to rank high in Google
for local searches, according to over 150 of the world's most respected search engine
optimization experts.
Hi I'm Mark Ambrose with Video4Traffic.com here, we're going to show you what Google wants,
and where to concentrate your online efforts in order to rank higher in local searches
and grow your business.
97% of consumers searched online for local businesses.
If your business is not concentrating on getting prospects and leads from online searches,
you're missing out on a ton a business.
Three our of four people use Google for local searches.
3 out of 4 people use Google to search online for local products and services.
So your company needs to be where everyone is and optimize its online content to rank
high and attract people who are searching on Google.
You still need to be sure your company has, optimizes, and manages its listings in Bing,
Yahoo, Yelp and dozens of other major business directories.
But most of your content needs to be designed to rank in Google.
With that said, what does Google want in order to rank your business and website?
Well, every two years Moz.com, which is a leading SEO software and analytics company,
takes a deep dive into exactly that subject.
They survey over 150 of the top search marketing professionals on the planet for insights into
the inner workings and most important weighting factors of local search rankings.
The data is then published on Moz.com for all to
read, analyze, and utilize to their advantage.
It includes factors that industry experts think are becoming more impactful, and any
that are becoming less so.
It divides the data into two sections.
The first is what it takes for your business listing to rank in the 'local pack', which
is top three listings of Google Maps.
The second part if what it takes for your website to rank in the organic search results
pages (SERPs).
First let's take a look at some of the components of a local search engine results page (SERP)
on Google so we're all on the same page here.
A typical local search results page (SERP) on Google looks like this.
Ads, if there are any, will be on top, followed by Google Maps showing the top 3 Google My
Business listings.
These three listings are often called the local pack, local 3 pack, or snack pack.
Then below the Map are organically ranking websites, directories, magazines, etc.
A local search on a mobile device provides a similar format of ads, maps, and organically
ranking websites and directories.
On mobile those Map listings stand out even more and have some slightly different features
and buttons.
Before we get to the study results…
The #1 thing Google wants, and more importantly that your consumers want, is a responsive
website that automatically fits any size screen; mobile, tablet, notebook, desktop, etc.
chart showing mobile use is growing
Mobile is now a little more than half of all online searches and growing fast.
Google also now indexes all sites as "mobile first" meaning your site better be mobile-friendly
or it will start dropping in search results and perhaps disappear altogether.
If your company website is not fully mobile-friendly, you've lost more than half your prospects
already.
Next is Proximity, which is hugely important now.
Where you are on the earth is a major factor in what search results you are going to receive
from Google and others, especially on a mobile device.
Google has gone hyper-local now and wants to serve up the closest relevant results to
your location.
They're sort of treating all local businesses as if they were a local pizzeria and giving
the searcher the closest businesses to them.
The searcher may or may not want the closest accountant, doctor, dentist, carpet store,
air conditioning repair company, etc.
But that's how Google now treats all local searches for businesses.
A search for any local business, product, or service is going to return three very nearby
businesses in the local pack in Google maps.
There are some strategies you can employ to extend that reach in Maps, but they're still
limitations to that reach when it comes to Google maps.
Okay, with the importance of a responsive design and proximity stated, let's dive
into the ranking factors study and look at the results.
A fully completed and optimized business listing in the Google My Business (GMB) directory
is the MOST important factor to rank in the local pack in Maps.
And its the 6th most important factor for your website content to rank organically.
So complete your GMB listing with store hours, payment types accepted, your website URL,
researched categories and sub-categories, a keyword optimized business description and
product and service descriptions, optimized photos, encourage photos and reviews from
customers, and more.
Depending on your industry, this GMB listing can allow users to text your company, see
your menu, book online reservations, link to an appointment calendar, and more.
It allows for several simple and easy ways for consumers to learn more about your business
and contact you directly.
Links from other sites and blogs pointing to content on your website (a.k.a. backlinks)
are the 2nd most important ranking factor for your GMB listing to rank in the local
pack and the #1 factor for your website to rank organically.
Lots of links to your site and even your GMB listing tells Google that other sites think
you're an authority on the subject matter.
According to the experts in the survey, this ranking factor is growing in importance.
How do you get backlinks?
Great content that's promoted well will earn natural backlinks.
Backlinks can also be earned thru press releases, infographics, guest posting, email outreach,
etc.
On-page SEO or search engine optimization is the 3rd most important factor for your
GMB listing and the 2nd most important for your website to rank.
On-page, or on-site SEO is the architecture and coding of your website.
It's how topics and your menu are setup, the keyword phrases being targeted, the page
titles, meta descriptions, heading tags, and image tags being used, etc.
It also includes schema markup and structured data code that talks to search engine robots
in the machine readable language they understand.
This not only helps with rankings but also with voice searches.
Next are citations, which are mentions of your business name, address, and phone number
(NAP) on other third-party websites and directories.
The most important of these are business directories people use every day like Yelp, Bing Local,
Yahoo Local, Superpages, TripAdvisor, etc.
Google wants to see your business is accurately listed in dozens of the most important directories
relative to your business, industry, and location.
It's important these listings are accurate.
Many studies show that incorrect, incomplete, and inconsistent citations are the number
one reason why your GMB listing and website doesn't rank well.
Consistent citations are the #4 ranking factor for your GMB listing and #5 for your website.
Your NAP should be in the footer of your website, on your contact us page, and in structured
data code on your location and contact us pages also.
Customer reviews are the next most important ranking factor and this signal is also rising
in importance according to all SEO experts.
Google wants to rank businesses that have good reputations and customer reviews are
a major way of how that's measured online.
Your company must be proactive in managing your online business reputation.
Ask for customer reviews and monitor the Internet for reviews of your company.
Create a testimonials page on your website that makes it easy for customers to leave
reviews.
Display customer reviews on your home page and product and service pages.
It's also recommended to use Structured data code for aggregate reviews on those pages.
Aggregate ratings structured data code will give you a chance to get those review stars
to show up next to your listing in a local search (called rich snippets).
Above is an example of one of our pages that is using that code.
This is how the listing looks on the search results page.
Those stars get you more clicks and calls.
Next is behavior signals, which is also gaining in importance to Google.
These are metrics Google uses to see how much people like your site.
Did the searcher find the information, answers, or solutions they were looking for?
It starts with the click-thru-rate (CTR) How many of the people who see your listing in
the search results, actually click on your title?
The title you use makes a BIG difference.
Treat it like an advertising headline and use words that will make people want to click
on it
The same goes for your meta description, which is the description right below the title.
Write compelling titles and descriptions.
Next is the bounce rate, which measures how many of those who do click on your title and
go to your site, quickly hit the back button to return to the search results page.
That's your bounce rate and it's influenced by several factors; page loading speed, the
title and heading they see, the page layout, graphics, video, etc.
Is the page topical and does it provide the content they were looking for?
Etc.
Next is dwell time.
How long did the visitor spend on that page?
Did they click through to other pages?
How long did they spend on your site as a whole?
Etc.
A quick tip for improving all of these metrics is to add videos to your webpages.
Videos can help keep visitors there longer and improve your metrics of this important
ranking factor.
The last major ranking factor are your social signals.
Is your business engaging people on social media?
Do you have branded pages on most of the major social media platforms?
Are you pushing content through them?
Is that content engaging consumers?
etc.
In summary, these are the factors listed side-by-side and in order importance for ranking your GMB
listing in the local pack and your website in the organic listings.
For your GMB listing it's GMB signals, link signals which is going in importance, on-page
SEO, citations, customer review signals, behavioral signals, followed by Personalization signals.
Personalization measures the searchers own personal search history, what sites they've
visited before, what businesses they've "checked into" online, what their phone's
locations services says about where they spend their time, etc.
Next is social signals.
For ranking your website organically the most important ranking signals are backlinks coming
to your site.
Followed by on-page SEO, then behavior signals.
Personalization is next - have they been to the site before, etc.
Citation signals are next, followed by GMB listing strength, customer review signals,
and lastly social signals.
Of course proximity always plays a major role, and your site needs to be mobile-friendly
and responsive.
Those are your secret recipe ingredients for more clicks, calls, and customers and how
to rank and even dominate local searches for your kind of business, products, and services.
You can download a summary of this in our FREE Guide on How to Rank Locally in Google
by using the form below.
If you're looking for a done-for-you service, we're a full service digital marketing agency
and would be happy to help your company.
Click on this link to learn more about our fully managed SEO services.
Thank you for watching, listening, or reading.
We hope you found value and actionable advice in it.
If so, leave a comment down below on which part you found the most value in.
Until then, create a great day!
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