local seo

How does local SEO work?

Local SEO services work through search engines that combine business information from different sources. Although similar to “normal” Google search, local SEO uses a different algorithm to rank local search results.

So how does a local search engine optimization machine like Google identify the location?

When it comes to multi-location SEO, there are key variables that influence ranking. Below are the main factors that govern a company’s local performance.

The location from which the person is searching
First, by using the IP address of a desktop computer or the geolocation of a mobile device, people searching for geographically targeted keywords will be able to find your company. You may have noticed that various location SEOs appear based on your location. For example, when searching for “coffee,” the results are often the closest franchise or family-owned coffee shops near you. You automatically click on one of the top results because, according to Google’s business profile optimization services, these are the best options that match the keywords and location you’re searching for.

NAP Citations

One of the first things a local SEO service will do is make sure that all NAPs (an acronym for name, address, and phone number) are correct and accurate on all platforms where they can be found. Any inaccuracies run the risk of confusing search engine scans and this will leave a negative impression on both rankings and customers searching for the business. As always, think about the user experience. If a business provides misleading information, potential customers are more likely to stop using their service or product.

Online Reviews

There is a 1966 movie called “The Good, the Bad and the Ugly,” starring Clint Eastwood. This is the perfect title for what Google does with the reviews they leave for their businesses. If it comes from Google Business Profile, Yelp, or other online directories, the search engines will calculate the results and reposition the business’ local search service ranking accordingly. Logically speaking, the better the ratings, the higher the ranking a business gets and ultimately achieves better search results.

Yes, online reviews are valuable. And yes, the best reviews are coveted! If a company wants to stand out from others within the same industry, it is required to provide stellar service, followed by a satisfied enough customer to leave these positive reviews.

However, this ranking sequence can go both ways. Negative reviews carry more weight because this is usually what people look for when determining which company to go to. The 1 negative review out of 5 will draw eyeballs faster and leave a diminished opinion. In this sense, a company has to work diligently to make sure that less than excellent reviews are not coming to their platforms.

In addition, local search service rankings can increase if a company communicates and responds to reviews. This sends a message to search engines that the company is active and willing to interact with people. Taking the time to respond, whether the review is good or bad, will encourage higher rankings.

Social Networking

Do local SEO services and social networks have a relationship? Social networks share any type of content with an audience. These include blog posts, videos, photos, infographics, and podcasts, just to name a few. Many will use familiar platforms such as Facebook, Instagram, and YouTube. Surprisingly, while it may be assumed that social media is directly related to SEO ranking, this is not necessarily the case.

However, the line is blurred here because, while there is no direct correlation between local SEO services and social networks, consistent, high-quality content will increase brand exposure. This brand exposure then triggers social signals to search engines like Google.

For example, when a company publishes a post on social media, this will help improve online visibility and exposure. This exposure translates into increased brand recognition and also improves brand reputation. The ripple effect of consistent and valuable content eventually transforms into brand exposure.

Finally, Google learns to believe that the business is relevant, prominent, and, if within certain local parameters, useful for a specific keyword search.

Google Business Profile

Gone are the days of using the yellow pages. Instead, Google Business Profile was developed by the search engine itself, “Google”. While they will never directly share the steps on how they rank the SERP (also known as SERPs), using their free tool to improve your local SEO service is a strategy you simply can’t ignore.

By registering your business with Google Business Profile, you are taking advantage of the ability to be instantly seen during a targeted keyword search related to your business. By now, potential customers are used to typing in a keyword search and seeing the Google Business Profile listing on the search results page. Therefore, having an established Google Business Profile listing puts you right in front of your target audience.