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Blog Article

Factors Google Considers When Ranking You Locally In 2017

August 25, 2017

 

 

You Should Know This

I am speaking to local business owners or managers who offer a service to customers and want to understand a little bit about being at the top of Google when people search. This is important for you to know so that you can understand what it takes to rank, and make sure you are getting just that from your SEO or Web provider.  Here I will show you the important factors to consider for Google if you want to be ranking locally and I will also touch on how they can be applied, either DIY or by hiring the right SEO Company.

 

What Do These Percentages Mean?

The first and most important thing to realize about the above chart and percentages is that this is the complete view, from a data stand point, of how Google and search engines look at your "Company" on the "Web".  The key take away here are the words Company and Web. It is super important to realize that Google is looking across the "Entire Web" for anything they can learn and gather about "Your Company".  That means that SEO and the idea of being found on the web, is much more then just having "A Website."

 

 

Google Ranking You Locally Is A Combined Force Of These Factors:

 

 

Link Signals29%

(Inbound anchor text, linking domain authority, linking domain quantity, etc.)

 

These are links that are not on your website but rather "off-site" and link back. These quality links, if done correctly, can build much "authority" for your website. Notice that links still account for the largest percentage, 29% of relevance, to search engines.

 

The take away:

Make sure you are on a quality link building program targeting specific keywords, with blog posts, on high authority sites.  Your SEO or Web provider should be doing this and building these signals.

 

 

On-Page Signals24%

(Titles and meta with keywords, domain authority, etc.)

 

These are the signals that search engines get from your website, "on-page". These signals come from having the proper SEO in place on your actual website pages. This accounts for both front and back end content, meaning content for the user to read on the front end as well as content specifically for Google. This is very important and accounts for 24% relevance.

 

The take away:

Every great website in search results must have great "on-page" SEO & Content.  Your SEO or Web provider should be able to implement unique SEO Content.

 

 

Behavioral Signals11%

(Click-through rate, mobile clicks to call, check-ins, etc.)

 

Behavior signals are exactly as they sound. Google is smart and understands how people act and behave in regards to your company listings, links, & website content.  Where are people coming from, what are the volumes, how long are they staying, are they clicking through to other pages, and are they clicking to call the phone numbers? 

 

The take away:

Create great web content that gives people what they want and gets them to act the way you need them to.  A great website can get people to behave the way you want, if done correctly.

 

 

Personalization - 9%

(Citation consistency, citation volume, etc.)

 

When potential customers are seeking your content they want to get content that is personal to your business.  This helps them make an informed decision about choosing your service.  Trust me, Google knows if your content is personal or just a bunch of fluff to fill space. And your customers can tell this also. 

 

The take away:

Don't just have the philosophy that you can slap together a site and quickly input some bland content.  You want customers, and your customers want personal info about your business, so give it to them to get them.

 

 

Citation Signals8%

(Citation consistency, citation volume, etc.)

 

Citations are very important to search engines and most importantly, having your citations information match. First a citation is a Local Listing on a Directory website like YP. com, SuperPages.com, etc.. These citations can often be non existent or worse, mismatched info making your company look confusing on the web.

 

The take away:

Having citations build strong authority for your website and they also share your general information in a uniformed manor across many sites. Make sure your SEO company has citation building program in place for your local SEO.

 

 

My Business Signals7%

(Proximity, categories, keyword in business title, etc.)

 

Having a Google My Business listing accounts for a large percentage considering this is considered 1 citation.  Google My Business is a local citation listing on the Google Map in the organic search results. This map listing is good for businesses offering a local Service.

 

The take away:

This is a free listing that you can set up and claim within your own Google account. Go to Google and search "my business" to set yours up.  Make sure to fill it in completely and match the info exactly as listed elsewhere.

 

 

Review Signals7%

(Review quantity, review velocity, review diversity, etc.)

 

Your reviews will factor into your My Business & Organic Search results.  The more reviews and review activity you receive, then the more signals firing off on the web. Hopefully these signals lead to better placement.

 

The take away:

Local service companies need to drive customers to their google my business page to leave reviews.  Reviews are good for your business and rankings, so try to encourage customers to give you reviews, and make sure to respond to "everyone", even the bad.

 

 

Social Signals - 4%

(Google, Facebook, Twitter engagement)

 

Although it doesn't account for too much in regards to your "Local SEO" results, social media signals still factor 4%.  This means having any consistent social media campaign will do for local SEO.

 

The take away:

Be active to some consistent degree on your social media accounts.  If you want to have a company manage then do so, but we recommend saving money first by implementing an internal employee to manage your social media.

 

 

 

Using This Info To DIY or choose the correct SEO/Web Company

Taking the knowledge above and implementing it is a lot harder than it seems. Understanding the concepts however, and making sure that the SEO Company speaking to you is also speaking this language, is not so tough.  If you want to rank for specific searches, then make sure to view your company the way Google does, that way you can give Google what it it needs to rank you best. 

 

There is so much more to SEO and Keyword Ranking then just this. Reach out to a Local Climb specialist about your company and local SEO rankings. 

 

 

*This search data is pulled from Moz.com (https://moz.com/local-search-ranking-factors) 

 

 

 

 

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