Ranking in local search is becoming more difficult every day. Why? Competition. The Google local algorithm is constantly updating to ensure search results best match the intent behind a user’s query.
As SEO specialists and digital marketers, staying on top of these updates is critical. If we don’t pivot or adjust our strategies in time, we risk losing our local search presence overnight. This guide will break down the three major ranking pillars of Google’s local search algorithm: relevance, proximity, and prominence. By mastering these, you’ll stay ahead of the competition and ensure your business thrives in local search results.
So, let’s dive into what makes up the Google local algorithm!
Relevance
Relevance is the first pillar and perhaps the most essential. To rank well locally, you need to ensure your business matches the keywords and topics potential customers are searching for. For example, if you own a pizza shop in New York, you’d want to target keywords like "best pizza in New York" or "New York pizza delivery."
Here’s how you can signal relevance to Google’s local algorithm:
Local Listing Signals
Your Google Business Profile (GBP) is a critical tool in improving your relevance. Ensure your NAP (name, address, phone number) is accurate and consistent across all listings.
Category Selection: Choose categories that directly reflect your business. If you’re a pizza shop, “Pizza Restaurant” is your primary category. Be specific and avoid irrelevant categories.
Business Description: Write a clear, non-salesy description of your business. Use keywords strategically to help Google understand what your business offers.
On-Page Signals
Google looks at your website to determine relevance. Make sure your website’s content is optimized for the right keywords.
Content: Relevant content is key. Google’s 2018 algorithm update highlighted that search intent is more important than word count or even content quality. Use keywords that match user intent. Include LSI keywords (semantically related terms) and long-tail keywords (more specific search phrases) to boost your relevance.
"50% of search queries are four words or longer." – HubSpot
Title Tags & Meta Descriptions: These are crucial for signaling relevance. Your title tag should include your target keyword, and your meta description should give users more context while including your keyword.
Alt Text: Adding keywords to the alt text of your images not only improves accessibility but also helps Google understand your content.
Internal & Outbound Links: Linking to relevant pages within your site and to credible external sites helps signal your business's relevance within your niche.
Proximity
Proximity is Google’s way of measuring how close your business is to the person searching. The closer the business, the more likely it is to show up in local search results.
While proximity is largely determined by the searcher’s location, you can influence it by:
Accurate Address Listings: Make sure your business’s address is correct on your Google Business Profile and across the web.
Service Areas: If you serve a broad geographic area, list specific cities or neighborhoods in your GBP and on your website. This helps expand your reach even if a user isn’t physically near your location.
Prominence
Prominence measures how well your brand stands out online. It’s essentially Google’s way of judging your brand's authority and trustworthiness. A stronger online presence makes your business more visible in local search.
Here’s how to build prominence:
Reviews
Reviews are a huge factor in your local search ranking. Not only do they influence potential customers, but they also signal trust to Google.
Get More Reviews: Develop a review strategy to encourage customers to leave positive reviews. The more reviews, the better.
"Would you trust a business with 100 reviews or 10?" Exactly.
Respond to Reviews: Engage with your customers by responding to their feedback. Google looks favorably on businesses that interact with their customers, even in reviews.
Links and Mentions
Backlinks from reputable websites, mentions in news articles, and directory listings all contribute to prominence. The more your business is mentioned online, the higher Google ranks you in local search.
Guest Posting: Contributing to industry blogs or local news sites is a great way to build high-quality backlinks.
Create 10x Content: Publish content so valuable and engaging that others can’t help but link to it. The more links your content earns, the higher its prominence.
Conclusion
Ranking in Google’s local search requires mastering relevance, proximity, and prominence. From optimizing your Google Business Profile to leveraging content and reviews, staying ahead of Google’s local algorithm will set you apart from the competition.
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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