Local search results are forever changing, so if there’s something that you need to keep in mind in terms of optimizing your website for local searches, it’s that you have to be on your toes and remain updated on which local search engine factors have the most sway for the moment.
In order to influence local search engine rankings, you have to know which factors to give more of your attention to. According to the most recent survey on this matter conducted by Moz.com and participated in by SEO professionals, on-page signals (presence of NAP—name/address/phone number, keywords in titles, domain authority, etc.) followed closely by link signals (inbound anchor text, linking domain authority, linking domain quantity, etc.) are generally the most influential local search factors across several thematic clusters.
Essentially, there are two primary types of local results: localized organic and pack. However, the survey includes results based on themes such as negative ranking factors, difference-making factors in competitive markets, factors experts are focusing on more since the snack pack roll-out, and factors experts are focusing on less since the snack pack roll-out. The snack pack roll-out refers to the new local results approach implemented by Google. It features a stack of three businesses appearing at the top. At any rate, concentrating improvement efforts based on the different themes will allow businesses to become more effective in producing their desired outcome.
According to survey results, when it comes to localized organic search engine results, the following factors are the six most influential:
- Domain authority of website
- Quality or authority of inbound links to domain
- City, state in GMB (Google My Business) landing page title
- Click-through rate from search results
- Topical (product or service) keyword relevance of domain content
- Diversity of inbound links to domain
In relation to pack results, the following six factors are the ones to pay attention to:
- Physical address in city of search
- Consistency of structured citations
- Proper GMB category associations
- Proximity of address to the point of search
- Quality or authority of structured citations
- Domain authority of website.
The difference is clearly notable. You could, of course, work to strive for improved ranking in both result categories. In any case, you have a good idea of which areas to work on to rank better and achieve your desired results—at least, until the next algorithm update.
Thank you for reading. Until next time, this is Manuel Gil del Real (MGR)