Google LOCAL Search Ranking Factors for 2020

DO THIS NOW to Improve Rankings in Local Search

Google My Business
  • Google My Business makes up 25% of the algorithm that influences local search results!
  • Build out your profile!
  • Assign proper business category
  • Google Posts – Drive rankings and engagement (calls, directions, clicks to site) Start posting today Posts show up in Maps, knowledge panel and branded search inquiries. Write posts with keywords. Reference to location specific entities. Ex: I performed a screening at Chamber of Commerce.
  • Add Videos (No more than 30 seconds)
  • Add Q&A section - If you have a Q&A on your website, add it here!
  • Add Services to profile
The Local Pack:
  • This is the first three locations that show up after a Google search is conducted. Below is a screen capture of a search for “Upper Cervical Chiropractor Iowa”. 
Factors Driving Local Pack Search Results:
  • Proximity of address to point of search:
    • How close you are to the physical location. Results do fluctuate based on searchers physical location. With an emphasis on location, the closest results do not necessarily make sense if you are looking for a service-based business like a builder, UC Chiropractor, dermatologist, lawyer, etc.
    • It also means that your business will rank if someone is searching for a service you provide, and they are close in proximity to your business.
  • Google My Business profile completely build out. More information in next section. Up 32% in 2018 from 2017!
  • Quality of Inbound links - Reputable industry sites that link to your website. Up 17% in 2018!
  • Reviews: Very important ranking signal.
  • Citations: Your business name, address, phone and website url. Consistency of listings is foundational but cannot rank without them. They have declined 18% in 2018 since Google is smarter and does not leverage 3rd tier directories, search engines and review sites!
LOCAL ORGANIC:
This is the area below the Local Pack. They are FREE/ORGANIC listings based on SEO tactics. These results are CITY wide with less focus on proximity.
Factors Driving Local Organic Search Results:
  • Quality Inbound Links - Reputable industry sites that link to your website.
  • On-page SEO. Content relevant to business services/products – BLOGS!
  • Reviews: Very important ranking signal. Respond to review with name of service provided.
  • Google My Business:
    • Verified and complete profile
    • Proper category
    • Google Posts – Drive rankings and engagement (calls, directions, clicks to site) Post show up in Maps, knowledge panel and branded search inquiries. Write posts with keywords. Reference to location specific entities. Ex: I performed a screening at Chamber of Commerce.
  • Videos
  • Add Q&A section
  • Add Services
  • This is a competitive advantage since MOST businesses are NOT engaging on their GMB page.
  • NO CLICK Searches! When user finds answer to something without having to click on a search result.
  • Citations: Your business name, address, phone and website url.  Consistency of listings is foundational but cannot rank without them. They have declined since Google is smarter and does not leverage 3rd tier directories, search engines and review sites!
  • Behavioral Factors – Data that cannot be manipulated
  • Reservations click to contact, maps, credit card purchases, android location services (Google know where people are).
  • Influence behaviors: reviews. Instruct people to search for your PRODUCT or SERVICE to get a coupon. It drives engagement and is a ranking factor. Google sees business engaging with profile and rewards them as establishing themselves as an authority!