A well-optimized Google My Business (GMB) profile improves the chances of showing up in local searches and helps Google rank your business in results. Creating a quality profile is essential to ranking highly in Google, since the platform uses this information to rank businesses and manage their listings. Below are the main factors to consider when building your GMB profile and a broader local search marketing strategy.
What is a GMB profile and why does it matter for local search marketing?
A GMB profile is the business listing Google uses to surface your company in local results. Local SEO promotes the growth of your NAP (name, address, phone number) across the web and helps create structured and unstructured citations on local business directories. This can boost your website’s local rankings, improve the overall impression of your business, increase foot traffic, and enhance reputation.
How can you monitor competitors and search engine changes?
Using a tool like BrightLocal to monitor competitors and the search engines is a great way to stay ahead of the competition. Google updates its search algorithms regularly, so monitoring volatility of the results can alert you to algorithm changes. One free tool to monitor local search results volatility is LocalRank Flux. Link building is also a crucial factor in local SEO because it helps search engines understand your local relevance and the value of your content.
Why are mobile users so important to local SEO?
Consumers tend to use mobile devices to research local businesses. More than half of local searches on mobile devices result in a purchase, and 80% of mobile searches result in a purchase. A successful local SEO strategy targets consumers within the area in which you operate, and 86% of mobile users use Google Maps to search for local businesses, making mobile optimization critical.
How do user experience and local citations affect rankings?
Local SEO contributes to a positive user experience. Customers are more likely to buy from a business that offers a good experience, and if your website’s layout and design are confusing, visitors are likely to leave your site. Google also considers local citations, which are mentions of your business name, address, phone number, and website. Citations help Google verify that your business exists and can provide valuable backlinks.
Which tools should you use to manage local listings?
SEO tools help you find listings that need to be updated and maintain their presence on search engines. Make sure to check reviews to validate your business’s claims. Having more positive reviews on Google listings, the carousel, and Yelp gives you an edge over competitors. You can also use an SEO tool to automate the process of managing your listings.
What advantage does local SEO offer over broader SEO?
Local SEO reaches your target market with a minimal amount of competition. Compared to other forms of SEO, you can target local business in a more focused way. Because the competition in local SEO is lower, you have fewer competitors and your website is guaranteed to be listed near the top of SERPs. While local SEO works best for businesses with a specific geographic location, you can also reach a worldwide audience by optimizing your website.
How should you tailor your strategy to your niche?
You can tailor your local SEO strategy to your specific niche. If you are a chiropractor or dentist, local SEO is worth considering for these types of sites. Whether you are aiming for Google’s first page spot or being ranked number one for a specific city, aim to be near the top of local search rankings. Optimizing your website for mobile devices is also beneficial.
Why do customer reviews matter for local SEO?
Customer reviews are another important factor for local SEO. Consumers often trust reviews and pay attention to them when they contain relevant information. Studies show that 87% of online consumers read reviews before making a decision, 73% of them read reviews written within the last month, and 48% of these consumers would not use a business with a lower rating than four stars. The more reviews you have, the more likely you are to rank higher in local search results.
FAQ
What is a Google My Business profile and why is it important?
A Google My Business profile is the listing Google uses to rank and manage your business in local results. A well-optimized GMB profile improves the chances of showing up in local searches and helps promote your NAP (name, address, phone number) across the web.
How do customer reviews affect local search rankings?
Reviews play a significant role in local SEO. Studies show that 87% of online consumers read reviews before making a decision, 73% read reviews written within the last month, and 48% would not use a business with a rating lower than four stars. More positive reviews on Google, the carousel, and Yelp give you an edge over competitors.
What tools help with monitoring and managing local SEO?
BrightLocal is useful for monitoring competitors and search engines, while LocalRank Flux is a free tool for tracking local search results volatility. SEO tools can also find listings that need to be updated, maintain presence on search engines, and automate listing management.