Google’s algorithm for local search rankings revolves around three essential elements: relevance, distance, and prominence. Understanding these factors is crucial for helping businesses shine in their local markets. In this guide, we’ll dive into each element and uncover actionable strategies to elevate your website online visibility. Whether you're managing Google Business Profiles (GBP) for your business, strategizing for local SEO clients, or enhancing in-house SEO strategies, this document is designed to provide you with actionable insights.
TL;DR:
- Relevance: GBP optimization
- Distance – location within the city and/or where the user is located.
- Prominence - reviews, organic ranking, citations
Google Business Profile Optimization: Relevance, Key Areas
A well-optimized GBP ensures that Google recognizes your business as relevant to local searchers, helping you rank higher in local search results. To ensure your Google Business Profile (GBP) ranks well and remains relevant to your target audience, focus on these key areas:
- Category
Ensure the primary category is accurate and reflects the main service or product of the business. Add secondary categories as well if they are relevant to the business
- Description
Write a clear, compelling description (up to 750 characters). Include a call to action (e.g., "Contact us today!" or "Visit us for more information". Focus on the user's needs and benefits provided by the business.
- Opening Date
Add the business's opening date to the profile to highlight its history. Once added, Google will display how many years the business has been in operation (e.g., "35 years in business"), enhancing visibility. This detail builds trust and credibility with potential customers by showcasing the business's longevity and experience.
- Website
Add a UTM parameter to the website URL listed on the profile to track organic traffic from GBP. This allows for better monitoring and analysis of user behavior and conversions originating from the GBP listing.
- Social Profiles
Connect social media profiles (e.g., Facebook, Instagram, LinkedIn, X, YouTube) to the Google Business Profile. These profiles will be displayed on the GBP listing, providing additional touchpoints for customers and increasing trust in the business.
- Hours
Ensure hours are accurate and up to date. If you leave 24 hours, google will prefer the profile over others that show closed, that is the openness factor.
- Attributes
Complete additional attributes where relevant, such as: Accessibility (e.g., accessible washroom, wheelchair accessible entrance). Business identity (e.g., women-owned, veteran-owned). Payment options, etc.
- Photos
Upload clear and high-quality pictures; unclear or low-resolution images may be rejected by Google. Prioritize real photos over stock photos to enhance authenticity and trust. Include pictures taken on location (e.g., office, signage, staff) using a phone. Photos taken with a phone often include metadata (e.g., location, date) that Google can use to verify authenticity and improve the profile’s relevance.
- Services
Add your services in this section to inform users about what your business offers. Optimizing this section helps improve your profile’s visibility and relevance to potential customers.
- Products
Showcase your main offerings by adding products and descriptions. This is a great opportunity to highlight the business’s offerings and provide detailed product information.
- Q&A
Regularly monitor the Q&A section and respond promptly to user inquiries.
- Google Posts
- Keep your profile active by regularly posting on Google.
- Focus on transactional posts or alternate with informative ones. Examples include: discounts, offers.
- Google Posts are a great way to reach users who don’t already follow you but are actively searching for products or services and are ready to buy.
Do not neglect this feature, as it helps drive engagement and conversions directly from the profile.
Google Business Profile Optimization: Distance, Key Areas
When optimizing your Google Business Profile (GBP), distance plays a crucial role in local search rankings. Google uses the proximity of your business to a user’s location to determine whether your business should appear in local search results. Ideally, having a physical location within the target city enhances local rankings, but this is a non-controllable factor. For targeting “Near Me" Keywords and other local intent keywords, ensure the website has well-optimized city-specific pages with relevant content and keywords.
Google Business Profile Optimization: Prominence, Key Areas
Prominence refers to how well-known or authoritative your business is in the eyes of Google and users. Optimizing for prominence involves building credibility, trust, and visibility across various online platforms.
- Citations
Citations refer to mentions of your business across the web. These citations act as trust signals to Google, verifying: your business's identity (you are who you say you are) and your location (you are located where you claim to be). Ensure consistent and accurate business information across all platforms on the web.
- Reviews
- Reviews are essential for building trust and improving local rankings.
- Develop a plan to consistently ask satisfied customers for reviews, such as:
- Sending follow-up emails or text messages after a purchase or service.
- Including a review request in invoices or receipts.
- Providing a direct link to your Google review page.
- Respond promptly to all reviews (positive and negative) to demonstrate customer engagement and professionalism.
- Organic Ranking
Ranking in the local pack is closely tied to organic ranking. Chances of appearing in the local pack are low if the business does not rank organically for the targeted keyword. Organic and local rankings work in parallel, meaning a strong organic presence supports local pack visibility.
- Location Dedicated Page
Create a city-specific page with engaging and comprehensive content.
Include the following key elements to make the page effective:
- Address: Clearly display the location’s address for local relevance.
- Services: Highlight the services offered at this location with relevant keywords.
- Hours: Provide accurate hours of operation.
- Branch Information: Add details about the branch and its unique aspects.
- Staff: Showcase the team to build trust and a personal connection.
- Reviews/Testimonials: Feature customer feedback specific to this location to demonstrate credibility.
- Experience type content: this can be along with a testimonial. Example: Mike hired us for eavestrough cleaning services in Peterborough. We completed the work in 3 days, we did 1, 2, 3.. The customer was satisfied with the work. If you want to have this type of service call us …..
- Video Content: Incorporate videos to make the page more dynamic and engaging.
- Embed the Google Business Profile (GBP) directly onto the location page. This provides visitors with easy access to key information such as reviews and directions. It also encourages users to click through to the profile, increasing engagement and views.By focusing on the key ranking factors—relevance, distance, and prominence—businesses can improve their chances of appearing in the local search pack and building trust with potential customers. Optimizing business information, leveraging location-specific content, encouraging positive reviews, and enhancing online authority provide powerful advantages for local businesses.
