Local SEO rankings come down to five core signals: structured data markup, consistent citations, customer reviews, your Google My Business profile, and on-site location cues. Each signal tells Google where your business operates and how trustworthy it is, which drives rankings in local pack and map results.
What is structured data markup and why does it matter for local SEO?
Structured data markup uses standardized concepts and relationships to communicate information to search engines. The resulting code can be added to a website’s HTML, which helps the page get indexed and ranked for future searches.
Search engines like Google and Bing index millions of web pages every day. When a user searches for specific terms, search engines aim to deliver the most relevant results. These results often show as "rich snippets" because they display additional product information, including price.
Adding structured data markup can help your site appear in rich snippets, which raises click-through rate and visibility. You can add it using a tool from Google.
How do citations affect local SEO rankings?
Citations are the online mentions of your business name, address, and phone number (NAP). Google uses them to validate the legitimacy of a listing, and inconsistent or incomplete data can hurt your ranking.
There are two main types of citations. Structured citations appear in directory listings and on company websites and social profiles in a specified format. Unstructured citations appear in blog posts, press mentions, and industry-specific sites, and are harder to obtain.
Both types boost rankings and drive customers to your site. They also keep your business information consistent across the web.
How much do review signals influence local rankings?
Reviews give a business validity and show that consumers trust it. Reviews can also function as keywords, which helps the business rank better in Google.
The number and sentiment of reviews are major factors in ranking. A business with many positive reviews is more likely to appear in local pack results.
Building reviews is a long-term process. Responding to reviews, encouraging customers to leave more, and offering solutions to dissatisfied customers all help.
Review signals matter more for local packs than for organic listings. User proximity to a physical address and other known information about the searcher also influence ranking.
How does the user’s location factor into local SEO?
Local SEO is about optimizing your digital footprint for local searches so you show up higher in Google’s local results. Acquiring citations and crafting locally relevant content both help.
Make sure your website has a strong Google My Business listing. Link to your location pages through the contact section of your main site or in a dedicated location page. This helps your site get indexed and pass on link equity from high-performing pages.
Add a map or other local elements to your page. Maps tell search engines where your business is located. For example, a pizza restaurant in a specific city should include the city name along with driving directions to the location.
What should you do with your Google My Business listing?
Google My Business (GMB) is a free tool that helps businesses connect with local customers and can improve search engine rankings.
First, verify your business. This can be done online or in person. Ask your customers to leave reviews, since a high volume of positive feedback helps your Google rankings.
Next, build out your profile. Include your business name, address, and phone number. If your business operates in multiple locations, note those locations as well.
Finally, use an optimized URL. A properly optimized URL can improve your Google rankings.
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FAQ
What are the main signals that improve local SEO?
The main signals covered in this guide are structured data markup, citations (structured and unstructured), customer reviews, Google My Business profile data, and on-site location cues like maps and city names. Each signal helps Google verify where your business operates and how trustworthy it is.
Why are citations important for local search rankings?
Citations keep your business name, address, and phone number consistent across the web. Google uses them to validate the legitimacy of a listing, and inconsistent or incomplete data can hurt your ranking in local results.
How do customer reviews affect local pack rankings?
Reviews give a business validity, function as keywords, and raise the likelihood of appearing in local pack results when positive and plentiful. Review signals matter more for local packs than for organic listings, and user proximity and other known information about the searcher also influence ranking.
Related coverage
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024
- Local SEO Strategies That Drive Real Revenue for Small Business Owners