So, you’re trying to rank your business higher in local search results? Smart move. But in a world where SEO is constantly shifting, it’s easy to get lost in the weeds. Should you focus on reviews? Maybe build more links? Or is it all about Google My Business (GMB)?
Here's the deal: Local SEO is not a one-size-fits-all strategy, but there are key ranking factors that, when executed correctly, make a massive difference.
Google My Business: The 800-Pound Gorilla 🦍
It’s no secret that Google My Business (GMB) is the number one player when it comes to local search. In fact, GMB’s importance has skyrocketed, accounting for a whopping 33% of local pack ranking factors in 2020. As Darren Shaw said at the Whitespark Local Search Summit, “If you’re not optimizing your GMB, you’re leaving money on the table.”
Key GMB factors include:
Your primary business category
Keywords in your business title
Your proximity to the searcher
Pro tip: Make sure your GMB listing is complete and accurate. Google rewards businesses that take the time to fill out every detail, from operating hours to service areas.
Reviews: Trust Me, They Matter ⭐️⭐️⭐️⭐️⭐️
Online reviews are now the second most important ranking factor for local businesses. Let that sink in for a second. Not only do they boost your search ranking, but they directly impact how customers perceive your business. And, according to the latest data, 67% of consumers will leave a review if asked—so ask!
What you should focus on:
High numerical ratings
Quantity of reviews with text
Keywords in the review content
“Google’s ranking algorithm has shifted its focus towards user-generated content,” says local SEO expert Joy Hawkins. Meaning, your customers’ words are helping you rank better. So, make sure you’re asking for reviews regularly.
On-Page Optimization: The Secret Sauce
It’s easy to get obsessed with GMB and reviews, but don’t sleep on your on-page optimization. This remains the most critical factor for localized organic rankings. Here’s the kicker: while other factors fluctuate, on-page signals like keywords in titles and NAP (Name, Address, Phone) consistency continue to hold strong.
Top on-page elements to focus on:
Keywords in title tags
Presence of NAP across the website
Domain authority
If your website isn’t optimized for local keywords or doesn’t feature your correct business information, you’re essentially ghosting Google’s algorithm.
Links: The Old-School Gamechanger 🔗
Yes, we live in a world of GMB and reviews, but don’t forget about good ol’ backlinks. High-quality links pointing to your site are still one of the most powerful ways to boost your ranking.
As local SEO legend Phil Rozek points out, “Link building is a marathon, not a sprint.” And he’s right. Building relevant, local links from other reputable businesses in your area can give you a serious edge.
Where to get those backlinks?
Local news websites
Chamber of commerce pages
Sponsorship opportunities
Final Thoughts
Local SEO isn’t a mystery anymore. It’s about focusing on what works and ditching the fluff. Optimize your GMB, gather stellar reviews, nail your on-page SEO, and never stop building quality links.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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