How to Outrank 99% of Local Businesses on Google: An SEO Tier List
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In today's digital landscape, local businesses are increasingly competing for visibility in Google's search results. If you've done everything right but still find yourself lost in the shuffle, you're not alone. Many local competitors who shouldn't be outranking you are taking the spotlight. This article will delve into the most significant local SEO ranking factors and provide a tiered ranking that will help you identify what to focus on and what to avoid.
By understanding these factors, you can optimize your approach and improve your chances of appearing at the top of the Google Map Pack.
The Importance of Local SEO
Local SEO is crucial for businesses that rely on local customers. It's not just about getting clicks; it's about getting the right clicks from potential customers in your area. When done correctly, local SEO can drive traffic, increase leads, and ultimately boost sales. However, many business owners are unsure of what truly matters in local SEO. Understanding the key ranking factors can help you prioritize your efforts effectively.
Ranking Factors Overview
In this article, we will categorize 20 local SEO ranking factors into five distinct tiers:
- Must Dos
- Should Dos
- Good to Haves
- Do When There's Time
- Wastes of Time
Most business owners often confuse the "must dos" with the "wastes of time." Understanding this distinction is essential for an effective SEO strategy.
Keyword Strategies
Keywords are central to any SEO strategy, especially in local search. Here are the key factors involving keywords:
Keywords in Your Business Name
Including relevant keywords in your business name can significantly affect your rankings. For example, a law office named "Walker and Associates Family Law" has a better chance of ranking for family law keywords than one simply named "Walker and Associates Legal." However, changing your business name is not trivial and can involve legal ramifications. Therefore, this factor is categorized as B Tier—something to consider if you can do it properly.
Keywords in Landing Page Title
Your landing page title is another place where keywords can help. Including relevant keywords in the meta title of your landing page can enhance your ranking potential. Since this is within your control and easy to implement, it falls into the A Tier—a must-do for local SEO.
Positive Google Reviews
The quality of your Google reviews plays a significant role in your ranking. While you can't control the exact reviews you receive, you can encourage satisfied customers to leave positive ratings. For this reason, positive reviews are categorized as B Tier.
Quantity of Reviews
While the quality of reviews is essential, quantity also matters. A higher number of five-star reviews can positively influence your ranking, even if the average rating is slightly lower. Thus, this factor is also placed in the B Tier, slightly below the quality of reviews.
Location-Based Factors
Your physical location greatly impacts your visibility in local search results. Here are the factors to consider:
Proximity to City Center
Google tends to favor businesses that are physically closer to the searcher or the city center. For example, if your sushi restaurant is located in Seattle, it will rank better if it is closer to downtown. However, this is a factor you cannot control, so it falls into the C Tier.
Service Area Listings
While you can set your service area in your Google Business Profile, this does not directly improve your ranking in that area. This myth leads many businesses to believe they can rank better just by listing service areas. Therefore, this factor is categorized as F Tier.
Physical Location in Desired City
Being located in the city you want to rank for can help, but it poses challenges for businesses in suburbs. Moving may not be practical, but focusing on local SEO strategies can help. Thus, this factor is placed in the B Tier.
Content and Keywords
Using keywords effectively in your website content is crucial. Here are specific strategies:
Keywords in Landing Page Headings
Including keywords in your landing page headings, especially in the H1 and H2 tags, can enhance your rankings. This tactic is important, but not the highest priority, so it falls into the B Tier.
Complete and Verified Google Business Profile
Many businesses fail to complete their Google Business Profiles fully. Ensuring your profile is complete and verified is essential for ranking. This factor is categorized as A Tier and is a top priority.
Keywords in Google Business Profile
Including keywords in your Google Business Profile's description is not as effective as other strategies. While it can provide context, it doesn't significantly impact rankings. This factor falls into the F Tier.
Citations and Consistency
Citations and consistency are important but have shifted in relevance over time:
Consistent Citations
Citations refer to mentions of your business online, including your name, address, and phone number (NAP). While consistency was once a major ranking factor, it's less critical today. This factor is placed in the D Tier, meaning you should do it when time allows.
City Name in Website Content
Incorporating the name of your city or neighborhood in your website content can help improve rankings. However, avoid overstuffing; it should feel natural. This factor is categorized as A Tier due to its effectiveness.
Link Building Strategies
Links remain a crucial aspect of SEO, both internal and external:
Backlinks
Backlinks from reputable sites can improve your ranking. However, acquiring these can be time-consuming and challenging. For this reason, backlinks fall into the D Tier—worth pursuing but only after addressing higher-priority factors.
Internal Links
Creating internal links from various pages on your site to your landing page is easier and nearly as effective as external backlinks. This strategy is categorized as B Tier and should be prioritized.
Image Geotagging and Categories
Understanding how to leverage images and categories can provide additional ranking benefits:
Geotagging Images
Geotagging images used to be a popular tactic, but it is no longer effective. This approach is now considered a F Tier waste of time.
Google Business Profile Categories
Choosing the right primary and additional categories for your Google Business Profile is one of the most critical factors for ranking. Selecting the most relevant categories can significantly enhance your visibility. This factor is categorized as A Tier—a must-do for local SEO.
Conclusion: The Path to Local SEO Success
Understanding the local SEO ranking factors is crucial for any business looking to improve its visibility in search results. By focusing on the must-dos and avoiding the wastes of time, you can create an effective local SEO strategy that propels you ahead of your competition. Prioritize your actions based on the tiered list provided, and you'll be on your way to outranking 99% of local businesses on Google.
Stay informed about changes in local SEO, as the landscape is continually evolving. By adapting to these changes and leveraging the right strategies, your business can thrive in the competitive online marketplace.
