Ranking Factors of a Google Business Page
Google does not give specifics about a ranking factors for Google Business Pages, or any other part of their algorithms. This article looks at the 3 parts that Google does tell us and years of experience gathered working in the local SEO space.
Local Business Page Ranking Factors
Google uses three things as ranking factors: Relevance, Distance and Prominence
Relevance: Relevance is how well a local listing matches what someone is searching for. Adding complete and detailed business information can help us better understand your business and match you to relevant search results. Distance: Just like it sounds -- how far is each potential search result from the location term used in a search? If you don't specify a location in your search, we'll calculate distance based on what we know about your location. Prominence: This describes how well-known or prominent a business can be. This is based on information we have about a business from across the web (like links, articles, and directories). Some places are more prominent in the offline world, and we try to reflect this online as well. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be more prominent in search results.
View: Ranking of Local Results
Ranking Factor: Relevance
Relevance is how well a local listing matches what someone is searching for. Adding complete and detailed business information can help us better understand your business and match you to relevant search results.
Recommendations: Business Page
- Choose the nearest possible category and sub category for your business page.
- Provide an accurate business description for your business, try and include your main category keyword within your description.
Recommendations: On Website
- Display your business name, address and contact details on site. If you are a single business, then the footer is best. If you have multiple locations, then on your serviced area location page, with link to the matching business page
- Incorporate schema markup or JSON-LD structured data
- Check your websites pages for keyword relevance and structure
Read: Boost your Local SEO
Ranking Factor: Distance
Just like it sounds -- how far is each potential search result from the location term used in a search? If you don't specify a location in your search, we'll calculate distance based on what we know about your location.
This is by far the least controllable area and the one that people least understand. A natural query that people have is, " why am I not being found when I search Florist Brighton Co". This is my location and my area.
Check what Google defines your area to be. In this example we use Brighton Co.
Our Florist who's address is Brighton Co, is just out of the boundary that Google defines for this area.
In cases like this, it will be extremely difficult to appear for the term Florist Brighton Co. They do however appear position 1 for nearer areas like Todd Creek.
Recommendations: On Website
Make sure the area is included in sites <title>, On page and in structured data markup.
Create content relevant to the area and business:
Top 10 Valentines Gifts and Flowers in Brighton
Twenty Myths about Brighton Florists
10 Quick Tips to Buying Flowers in Brighton
This is playing the long game, there are no short cuts here as you are trying to appear more relevant for Brighton, whilst battling a location boundary.
In this instance, my business Online Ownership is 26 miles away and not in Northampton boundary, but over the years my site has become an authority for local SEO.
It can be done, produce great local centric content, there is no quick fix to this, but longer term strategy.
Ranking Factor: Prominence
This is based on information we have about a business from across the web (like links, articles, and directories). Some places are more prominent in the offline world, and we try to reflect this online as well. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be more prominent in search results.
The Quality & Authority of a link pointing to your Domain plays a part in your visibility in search results. The old adage quality over quantity is very real in earning links that point to your domain.
A local business can earn links from a variety of sources; local and national newspapers, local charity sites, local business citations, business associations, chambers of commerce, local high profile bloggers.
The content that you are producing and publishing on your site will also be link earning over time.
Local Business Citations:
Local business citations are an important factor for search engines in deciding how important your site is locally and where to position it within localised search results. Combined with other links to your site and reviews about your site, create a powerful signal to search engines.
Please DO NOT go and create thousands of crappy listings on Business Directories. Choose the most authoritative and relevant business listings relevant to you.
Additional Information for Local Business
All consumers have an intent, start by looking at content that satisfies their intent:
I Want to Know: “How can I lose weight?” or “Where can I find my credit score?”
I Want to Go: The consumer wants to connect with a company that has a website that’s customizing information to a specific location.
I Want to Do: Consumers need help right now with doing something or learning something.
I Want to Buy: Give consumers the information and tools they need to make a purchase right at this moment.
Customers expect for local businesses to have online reviews and many of them say that online reviews give the local business a competitive edge. Furthermore, happy customers are more than willing to write positive reviews for their favorite local businesses.
Interestingly, though, while 89% of consumers say they’d be happy to write a review after having a positive experience, only 7% of customers are actually asked by the business to do so. Here are three ways to get more customer reviews:
1. Ask for the review when your customer is happy. In order to make a customer smile, go above and beyond for them. Once you know that the customer appreciates your service, ask for the review.
2. Have your employees request reviews. To help them out in the beginning, give your team a guide on how to ask for reviews depending on the type of interaction they’re having with the customer.
3. Make it easy for the customer to leave a review. Your website should have links to review sites and you can also regularly post links to review sites on your social media.
Local businesses can improve customer satisfaction by offering online services including appointment booking, account management and bill payment.
Customers are interesting in receiving more communication from businesses in seven key areas:
1. Service appointments and appointment reminders
2. Advice and helpful tips
3. Business updates and service updates
4. Survey requests for feedback and reviews
5. Personalized communication
6. Event invitations
Additionally, consumers don’t want to be contacted offline, they want to be contacted online, especially via social media or e-mail. As many as 69% of people said that they want to be contacted via e-mail while only 3% said that they want to be contacted via U.S. mail.
Tim Capper operates a bespoke Local SEO and Google Business consultancy in the UK, Online Ownership. As an experienced SEO consultant, Tim takes an honest, straightforward approach to helping your business stand out online .
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