Whitespark is a tool that builds software that provides services that help with local search optimization. This software has different tools such as: Local Citation Finder that allow you to discover where to list businesses for the best positions and Local Rank Tracker that helps classify rankings in any city.
He annually conducts a survey of local search experts to determine what works to drive rankings and conversions in Local SEO, and what doesn’t. Local SEO is essential for local and autonomous businesses, local companies are all those that have clients from a certain region or city. For example; Restaurants, pharmacies, massage centers, private medical centers, etc.
The analysis carried out from this year 2021 has revealed quite interesting findings when it comes to local search ranking factors. One example is that the use of local business name keywords has gained popularity as a local ranking tactic.
The study documents the evolution of Google’s local ranking algorithm and the changes in ranking since its inception.
42 SEOs participated in the research, contributing opinions on what really matters to Google to develop the local search engine ranking. Participants are asked to estimate the importance that Google places on each group of ranking factors.
Conversion factors were added to last year’s survey. Undoubtedly, the ranking precedes the conversion, although as is known by all the rankings are the means to the end.
Factors that Google takes into account to position in local search rankings
Google has shown what factors it takes into account to position itself in the rankings. It introduced in its panel a tool to inform users why it gives a ranking to different pages according to Internet users. Many Local SEO experts need to explain to their clients why their page is not ranking as expected. Google’s interpretation can certainly carry out a lot of guessing based on these conversations.
Among the factors to highlight we find:
- Matching keywords. Should a web page have the same keywords as a search? A simple factor that Google uses, but very important, to determine if a page is relevant or not.
- Related terms. Google pays attention to the terms that determine that you are associated with the question. If we search for example, how to cook vegetables in the oven, we will be shown results such as baking and recipes.
- Checking the links. When some pages link to others using words similar to those you have in the search, that page will be more considered at the time of your search. This is usually a good indicator to understand if the content creators consider that page as useful for the search.
- Local relevance. Google also takes into account factors such as the language, the country or the location from which we are doing the search. In this way, it will offer very valuable content for the area in which we are. Extremely useful when looking for a very specific service or information in our local area.
Other factors present when positioning are;
- Consumer behaviors or reactions.
- Search history, search location, device used, etc.
- User reviews.
- Location data, such as addresses, phone numbers, etc.
Reasons Driving the Importance of Google Business Profile Ranking Signals
Over the past few years, local search professionals have noticed that a few key factors seem to have a huge impact on local rankings. While GMB signals can be heavily weighted in the algorithm, your work to optimize local rankings shouldn’t lean too heavily towards GMB. There are many amazing features to optimize and for conversions. But there are only a few fields in Google Media Business that have any impact on rankings, and it doesn’t take more than five minutes to optimize.
- Main category. Getting it right has a massive impact on rankings, we will choose the category that most closely matches the main search we want to rank for. For example, if our company is a law firm specialized in labor law, our main category will be labor lawyer never law firm.
- Attached categories. Second, we will add any added categories that are relevant to it. We have to think of each additional category as a keyword in order to be ranked.
Having followed these steps we will have finished optimizing the Google Media Business for the ranking of classifications. In Somos Sinapsis we will be attentive in case there are news on the subject to tell you in advance.