5 Tips for Success at Local Search Results
‘Local pack’ is the 3-pack SERP feature which is shaped like a map, shows places related to the search term as the results plus a 3 point list of businesses with their NAP (Name, Address, Phone number) data. It is usually the first thing that potential customers see when they type in any search query for a specific area, of course after the paid search ads.
Thus it becomes very crucial for any local business to have their local pack data to be correct. Google’s search algorithm will understand if the intent of the search query is to find a local business in a particular area. The local pack was made to show the most appropriate results to a user’s search. To factor the search rankings, three aspects are considered: Proximity, Prominence, and Relevance. Following are 5 steps to come on top of the rankings of local packs:
Selection of the category of the business will determine the total success or failure of your business, hence it is imperative to get it right. If you are unsure about which category to use for your business, you can study your rivals what category they are using. Google has certain guidelines to determine your business category. They state that ‘you should add category which describes your business and not what it is’. The primary category should best reflect what your business is, whereas the secondary category can cover the main services.
The Name, Address, and Phone number of your business should be consistent throughout the web for a higher ranking in local search. It comprises of all the local citations including Google My Business (GMB). Some businesses add target keywords in their business name thinking it will double benefit them, but on the contrary, it can backfire; hence, use only the actual business name to avoid penalty and other issues.
Proximity is the no. 1 factor for local rankings, you can see it as the businesses that come up in a local search are all within a few kilometers from the point where a search was made. So give an accurate address of your business on the web. Likewise, give an active local phone number of your business to avoid wrong calls and mistrust among the people.
When you give the URL of your website in the GMB listing, there are two options to consider. If your business has only one location, give the home page URL of your website. If it is located at multiple places, it is recommended to give the specific landing page of each location when you list your business in the GMB of that location. Along with that, ensure your website is having a proper structure in which links are smoothly flowing and connected from the home page to the location pages.
Besides the usual local listings, there is also a section where customers express themselves about the business and their experience. Those who are into marketing, will vouch for the influence and power of social proof and reviews, in the domain of selling. More the number and higher the quality of reviews, better will be the business rankings in the local search. It is also good for click-through rates.
One thing to note here is Fake reviews will definitely won’t help in boosting your business search rank. So taking the help of your near and dear ones for positive reviews is not recommended at all.
Completing your profile
In the end, always make sure that your business listings are 100% filled. Many of the businesses leave it incomplete which has a negative impact on their progress. Some small or new tools like Google posts to show promotion or other content, adding high-quality photos, adding precise business hours, etc. should not be left out while filling the profile.
For each tip above, identify where are you falling short and work on that to boost your local search rankings. If you are unsure about where to begin, or what exactly to do, take up the option of Review 360. It is an all-in-one solution for your worries of local listings offered by Domainz Guru. Easily manage everything related to location intelligence and listing, execute the above 5 tips for local search success from one single UI and save time in the process.