SEO for local search engines (local SEO) is like (national) SEO, in the sense that it's an action that affects its visibility for a site or web page on the unpaid results (SERP or search engine results page), frequently known as "natural", "organic" and "earned" results. The more prominently a site is on the page of results, and the more frequently a website is found in the list of results for a search, the greater number of visitors it receives from search engine's visitors. These users can be then converted into customers. Local SEO differs from general SEO in that it focuses on improving the presence of a business's online presence to ensure that their websites are displayed by search engines when people search locally for their items or offerings. Local SEO is the same process as general SEO; however, it incorporates specific factors to place a business on the map for local searches. For instance, local SEO is about optimizing your website's presence online to increase the number of the business you can get via relevant local search results. Most of these searches are conducted via Google, Yahoo, Bing and other search engines; however, to improve your SEO within your area, you should also make use of websites like Yelp, Angie's List, LinkedIn local directories for businesses Social media channels and others.
Local search queries trigger search engines to show two kinds of results in the Search results page Local organic results and the "Local Pack". Local organic results comprise websites relevant to the search query that have local relevance. They usually contain directories such as Yelp, Yellow Pages, Facebook and more. Its Local Pack displays businesses that have joined with Google and have taken over their Google My Business (GMB) listings.
The information that appears within the GMB listing and, consequently, in the Local Pack can come from various sources:
Depending on the search type, Google can show relevant local results on Google Maps and Search.
Google has added a brand new Q&A feature on Google Maps, allowing users to ask questions to the owners and allow them to reply. The Q&A feature is linked to the Google My Business account.
Google My Business
Google My Business (GMB) can be described as a tool for free that allows businesses to set up and maintain the details of their Google listing. They must show the physical location where visitors can go to. Google My Business listings are available for customers to visit. Google My Business listing appears when users look up businesses on Google Maps or in Google SERPs. The accuracy of the listings is a local ranking element.
Major search engines employ algorithms that determine how local businesses appear in local searches. The main factors that affect the chances of a local company being found in local searches are proper categorization within directories for businesses, a company's name, address and telephone numbers (NAP) being accessible on the website and references (mentions to the business's local location appearing on other relevant websites such as a chamber of commerce websites). The year 2016 saw research using statistical analysis analyzed how and why local businesses were ranked within local packs. Local Packs and identified positive relationships between local rankings as well as more than 100 ranking factors.
While the study was not able to be compared to Google's algorithm, the study did provide some interesting results:
Google claims that it uses three criteria to determine which query matches the best: relevance, prominence, and distance.
A survey of local SEO professionals revealed that reviews and links are now more important than ever for ranking locally.
Some authors have reported that Google Trends has shown significant increases in "near me" queries due to Apple and Google offering it as an option. These authors report that the "near me" query ranking correlates most strongly with Local Pack rankings.
Google released an important update to its local algorithm on September 1, 2016. Summary of the local search update:
As explained above, the Possum update allowed similar listings to be filtered. Accordingly, only the listing with a higher organic ranking and a stronger keyword relevance would be displayed. This filtering was implemented by Hawk on August 22 2017. It applies only to listings within the same building or near each other (e.g. Listings located within 50 feet of each other or close by (e.g).
Reviews are an important ranking factor, as previously mentioned (see above). Joy Hawkins is a Google Top Contributor and a local SEO expert. She highlights the problems caused by fake reviews.