Unsurprisingly, local SEO includes many different ranking factors. If you have aspirations of showing up first in localized search results, you cannot afford to miss out on any of these elements. If you do, the competition could usurp your efforts and turn your website into an irrelevant local search force.
So what local SEO ranking factors need to be considered? To break it down, we are detailing the factors that influence the two main parts of local SEO. These are “3 pack” results and organic search results.
“3 pack” ranking factors
The “3 pack” – also referred to as the “snack pack” – is the focus for any business going the local SEO route. For the uninitiated, the “3 pack” is placed above organic search results within its own designated box area. As a result, it is the primary aim of local ranking SEO.
So what influences the “3 pack”? What does a business need to do to earn one of those exclusive three spots? The Moz SEO guide spotlighted the following factors, ranking them in order based on their significance:
- My business signals
- Link signals
- On-page signals
- Citation signals
- Review signals
- Behavioral signals
- Personalization
- Social signals
Based on the guide, ‘My business signals’ is the biggest influence on how the “3 pack” ranks local companies. There’s just one question: What does it mean by ‘my business signals’? In essence, this means you need to completely optimize your Google My Business profile. This includes ensuring all essential business details are accurate, professional imagery is used, keywords are implemented when appropriate, and so on.
When you go down this list of SEO ranking factors, you notice just how important the likes of link signals, on-page signals, and reviews are for your chances of hitting the “3 pack” jackpot. You also learn about how website ranking signals can make or break your local SEO campaign – and these signals were previously not a significant element for how the “3 pack” worked.
Organic ranking factors
The general consensus is that the “3 pack” is more desirable than organic results. However, a study by Moz suggests organic results generate more clicks out of the two. Due to this, you should have one overall aim: to be top local SEO-wise for the “3 pack” and organic results.
So what are the ranking factors you need to cover? Using the Moz SEO ranking factors list again, below are the most important organic ranking points:
- Link signals
- On-page signals
- Behavioral signals
- Personalization
- Citation signals
- My business signals
- Review signals
- Social signals
With link signals being #1 for organic and #2 for the “3 pack”, it shows how imperative link building is for local SEO.
Along the same lines, on-page signals are also seen as one of the most important overall local SEO ranking factors. As a result, your website requires professionally written content that seamlessly integrates SEO tactics. The more your site is optimized, the better it will perform on Google in general – not just for local SEO.
Work away from the search engines
SEO behavioral factors are mainly centered on pleasing Google. However, your local SEO ranking position can receive a healthy boost via factors away from the internet. It may not sound feasible, but just hear us out!
For example, word-of-mouth and print media can positively contribute to your local SEO campaign. Say you place your social media handles and website link on a flyer and hand these out to thousands of people, you’re naturally going to receive an increase in social media interaction and site visitors. Every little helps in that regard, and the more positive attention your business receives, the more Google is going to sit up and take notice.
Most importantly, however, is the opportunity to gain reviews from customers. If you’re talking to someone directly in person, you have a greater chance of convincing them to leave positive feedback. Plus, as we’ve learned, review signals are one of the chief SEO factors for local SEO. If you gain a bundle of five-star reviews, this will reflect well on your business – both for Google and potential customers who read the feedback.
Using local SEO tools
Going back online, there are various tools available that help to maximize your local SEO reach. The Moz local search tool is one such piece of software. It gives insight into what is and isn’t working with your marketing, and you can use it to ensure all Moz local SEO guidelines are met.
Understanding how to use this tool can be tricky, however – as can the entire process of following local SEO ranking factors. This is where Click Intelligence can help. For years we have been helping businesses improve their local search ranking. By opting for a managed SEO campaign with us, you can sit back while we do the hard work. There’s no need for you to stay up to date with the latest SEO behavioral factors Google is focusing on, produce compelling content, refine your Google My Business account, and so on. Our team of experts takes care of this for you.
