A look at what a Local SEO service should implement for overall ranking

Local SEO services for Local search visibility is now that battlefield of every brand as Google is now making its SERP more relevant to the user’s intent. And as the fast growing numbers of businesses are aiming for local search visibility, getting the attention of Google to put your website on top of the results is so tough.

However, in this tough battlefield of SEO, the Best SEO practices still apply. So no matter how eager you are to rank in the search result, always follow the rules in order not to waste your resources when Google penalize your website for suspicious activity in order to manipulate your ranking.

Although it takes time for the website to rank in the Local SEO, it could be even shorter in compare to targeting international ranking. The overall ranking factors that affect Local SEO visibility:

1. On-page signals
2. Link signals
3. My Business signals
4. External location signals
5. Behavioural or mob signals
6. Personalization
7. Review signals
8. Social signals

1. Local SEO On-Page Signals

This Local SEO factor is basically concern with what is in a website as well as how you structure your site and what you include on all the pages, so as the complexity of the business scales, so does what falls under this umbrella. So what place in your website there will either be indexed by Google for related search and will also determine if your website visitor will be satisfied and return and makes  a purchase or hire your services.

So what are the essential on-page elements that will help in our Local ranking signal?

Local SEO on-page signal can be simplified down to two key areas: relevance and authority.

In the aspect of Local SEO On-page signal, on-page relevance can be broken down into two categories: geography and services. So in Local SEO targeting, we need to make sure that on the web page we clearly indicate the services that we provide and the locations that are covered by our services.

So if you are a dentist, then you need to emphasize or indicate the location that your service is applicable.

You need to give attention to the following important on-page local SEO elements:

  • a) Title tags
  • b) Meta descriptions
  • c) Header tags
  • d) Page content
  • e) Images
  • f) Map
  • g) Name, address and phone (NAP) on every page (with schema markup, ideally)

You also need to include some specific elements to illustrate credibility, too:

  • a) External reviews
  • b) Testimonials
  • c) Accreditations

Page titles are serious on-page signals so you will want to ensure you clearly indicate the service, location, and brand in the page titles. Be sure to use the keywords that is relevant to your services and can help the people make a decision.

Therefore, Site structure is important here, so if you have several offices or locations, then make certain that it is simple for a user and a search engine to recognize.

/locations/city-1/ /locations/city-2/


/service-areas/city-1/ /service-areas/city-2/

Helpful Resources:
Local SEO Landing Pages 2.0 — A detailed overview of location landing pages

2. Local SEO Link signals

One of the best ways to build Local SEO authority is by outside links directed to our website. This is a high level of signal that indicates our relevance and local authority. Therefore, as with standard SEO, domain-level and page level link signals are still vital factors for driving rank.

However, there is no permanent thing in Local SEO, there are many factors that may be added by the search engine, that is why flexibility in the Local SEO implementation is very important.

Generating links for Local SEO is a difficult subject to manage since the right links are very specific to a given business and the industry. Here are some guidelines that we have seen and experience that influence to Local SEO ranking.

No links. For many small and hyper-local businesses, getting your Google My Business profile, citations and on-page optimization dialed in can be enough. This depends on the competition of related to your industry.

Location-specific links. Any link from a credible source relevant for your location will likely be helpful.

Industry-specific links. A link from any site that is relevant to your industry will tend to be advantageous. This can be a directory with an industry-specific section, industry-specific sites or directories, or anything that is relevant, real and topical. Competitor research of well-ranking sites can be useful here, as can the topical categories in Majestic.

Authority sites. A link from an authority site rarely hurts, so long as it is done well. Try to create something deserving of links and get true editorial links from these sites.

3. Google My Business signals

Here are the tips to optimize your My Business page:

  • 1. Verify or create your page.
  • 2. Use the correct name, address, phone number and web address (NAP+W).
  • 3. Assign the correct categories.
  • 4. Create a standout cover photo.
  • 5. Upload any relevant photos.
  • 6. Create a description of your business that covers the important points.
  • 7. Add your address or important elements of it to your
  • 8. Add a special offer or call-to-action in your description if it makes sense to do so.
  • 9. Get a Google partner photographer to create a Google Virtual Tour of your business.
  • 10. Aim to get at least five reviews on your Google My Business page.
  • 11. Reply to any and all reviews — even bad ones.

Remember that the categories point is important — not only is it a positive ranking factor, but it is also a negative one if done incorrectly. So make sure you are tagging your My Business in the right category.

4. External location signals

Google wants to verify and confirm the address information on your website with the other information on Google My Business, and then corroborate this with the information on your business from around the web.

There are two key elements to consider here:

1. NAP consistency. Your Name, Address and Phone number (+ your web address) is your location fingerprint. You need this to be consistent around the web.

2. Citations. These are listings of your business around the web. They can range from business directories like the yellow pages through to mentions on social media platforms. So keep your information consistent so Google can trust it.

5. Local SEO Behavioural signals

In 2016 we saw an upturn in the observed value of click-through rate (CTR) from the search results. Simply put, make sure you get the SEO basics sorted:

  • a) Page titles
  • b) Schema review markup
  • c) Meta descriptions

Consider search engines, but write these for the very people you are hoping will click to increase your CTR.

6. Personalization:

The Google results are personalized for individual users based on what they are searching for. You can’t really influence this with local SEO alone, but even with any other advertising — PPC or display— that impacts how people search and see your site as suitable to their need. Personalization hits home, more so in the (localized) organic results

7. Local Page Reviews

Reviews really help. It helps Google identify your business as real and reliable. Whether they help with specific positioning or they help by driving engagement with your listing is up for debate. I think it can be a bit of both, but it also depends on the competition.

So get reviews, and you will reap any potential (likely small) ranking benefits. But perhaps more importantly, you will certainly enjoy improved interaction from the search results, which itself can have a positive effect.

Helpful Resources: Online Reviews, Reputation And How To Become Super Credible

8. Social signals for Local ranking

Although there is no clear statement from Google that social signals is part of the ranking factor, in one way or the other it helps your business campaign for brand awareness, building traffic to your website and increase customer engagement and loyalty. So brand signal that adds credibility, and you can even squeeze some unstructured citations and co-occurrence of brand + keywords out of each social profile so it can contribute.

  • Be active on social media.
  • Brand your profiles.
  • Link to and from your site.
  • Mention your address or parts of it in your bio if practical.
  • Mention your keywords in your bio if practical.

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