In 2016, many Google Algorithm updates reconfigured local search results. The most significant update that affected local SEO was Possum, which occurred in September. This update altered local rankings to accommodate the 2016 change in local packs, going from 7 listings to 3, and local organic rankings based on local citations, Google My Business (GMB), proximity, and other organic ranking fundamentals, including links. Some businesses saw a ranking boost while others had no visible change in ranking factor. If you need help with your Local SEO, look at our SEO Services.
Local SEO listings continue to grow and serve as test subjects for Google’s upcoming algorithm updates. The value of being in the number one position is where most clicks happen, according to this article by Infront Webworks.
In general, citations are declining as a ranking factor. Comparing Moz’s 2017 local search ranking factors study with previous years, the data show a progressive decline in the importance of citations for local search. Local SEO citations aim not to have as many citations as possible in as many IYP (Internet Yellow Pages) or aggregated Local citations, but to ensure NAP (Name, Address, and Phone) consistency on critical listings. At the competitive level, citations are losing their edge, giving link profiles and on-page ranking factors the edge.
One of the most significant ranking changes in local pack search results is the physical address in the city of search. A business farther from the point of inquiry is a key ranking factor for local businesses.
What to focus on for local listings:
The same ranking fundamentals are the way to achieve overall local SEO organic rankings.
- Linking
Linking has always been one of, if not the most significant, ranking factors in organic search results. Having authoritative, high-domain-authority links increases a site’s backlink profile/authority and provides significant ranking benefits, especially when the referring domains are directly relevant to the product or service. It’s not about the number of links pointing to the site but the quality and authority of the links. An excellent backlink profile can be the determining factor in competitive organic rankings for both overall and local results.
- On-Page Factors (Titles, H1’s, Content, etc.)
On-page ranking factors such as meta titles, heading tags, and relevant Content with carefully placed LSI keywords are essential to organic rankings, which then translate to local results with appropriate city and service keywords. A city name and (depending on the town) state within a page title or Content can provide rank benefits.
- Citations (Quality and Consistency, not quantity)
NAP citations, whether in organization schema markup or on-page Content, provide Google with the information it needs to base a local listing. If these are inconsistent or poorly done (not complete), they can become a negative ranking factor.
- GMB – Filled to completion with verification
Google My Business offers many advantages for local rankings and is useful when appearing in local packs. Google My Business is one of the primary sources (besides Wikipedia and schema markup) that Google uses to populate knowledge graph information. Keep the Google My Business information consistent with the NAP elsewhere, and ensure the business’s category is correct. If the class is incorrect or doesn’t match similar companies’ rankings for the exact keywords, Google will see this as a negative ranking factor.
- Geographic Relevance
There’s no way around it. If you are local and they are searching in your area, you will receive a ranking bump.
For SEO local pack rankings:
- Proximity (about the point of search)
Closeness takes the business’s mileage away from the search location to organize the pack rankings from closest to furthest. We’ve noticed proximity becoming a more significant ranking factor in local packs. Ranking locally is one thing, but being in the actual area from the searcher’s point of view is becoming a more substantial ranking factor for pack position.
- Quality and Consistency of Citations
Just as stated above in the Citations and GMB sections.
- The address is in the city of search.
Similar to proximity without the mileage. The ranking benefit will be received if the physical address is within the town where the search is conducted.
- Relevant Keywords per Product or Service
Both are very important to overall organic rankings, but including the city or state in the behavioral factors will increase the likelihood of reaching a local pack position.
(Proximity Example):
What are the local pack/local finder ranking changes and predictions for 2024?
For 2017, the intrusion/expansion of Ads will significantly impact the local pack/finder and organic search results.
Google’s Local Pack/Local Finder is where a local business should be. Since the downsizing from 7 to 3 listings, the competitive landscape for local pack positions has increased significantly, and paid search has made its way into local pack results when expanded. Not only has paid search worked its way into the local organic packs, but there are now sponsored packs featuring Google’s new “Google Guaranteed” listings for plumbers and locksmiths. “Google Guaranteed” is a sponsored ad pack for home services (specifically plumbers and locksmiths right now) that guarantees these listings will get the job done correctly and efficiently.
(Google Guaranteed Sponsored Listings)
Undoubtedly, Google will expand its ability to rank above local organic packs.
Eventually, paid search will work its way into local packs, and there are two ways that PPC could enter the local pack scene. One was presented at the SMX conference last year, where ads will begin appearing in various local packs and reduce the three organic listings to two. The other possibility, going to an extreme, would be creating a paid search local pack entirely and having two localized snack packs, one for organic and one for paid search (maybe even expanding to 6 and having 3 of each), or having a paid local pack and the first page is entirely made of paid ads.
This is a mockup of what was proposed at last year’s SMX meeting. The image displayed at the conference was in mobile format so that Google may add Ads to mobile rather than desktop.
(Local Pack Ads)
In conclusion, the value of citations is dwindling in local search, but they are still essential and beneficial when used and maintained correctly. Although Google updates its algorithms regularly, many fundamentals will remain best practices for SEO for quite some time. Local pack listings will continue to change, and, in my opinion, we shouldn’t be surprised to see 2/3 of the first page become paid search shortly.