When the new Google Local Business Results began showing in the search results there was much speculation about what it took to get moved to the top of the listings. Around July of 2006 the methods to rank higher in Google Local was still shrouded in mystery. Apparently not even the top experts had a definite approach.
Thanks to Lisa Barone from The Bruce Clay Blog for a great description of the SMX Give It Up session July of 2008. Since then there has been a little bit more research put in to really answering the question of how to rank higher in Google Local.
Google Local Ranking Tips: How Google ranks local listings in importance:
- Register with Google Local Business Center and completely fill out the listing.
It may take a little bit more time to fill out every field, and you might have to think of some creative answers for items that may not seem to apply, but if you fill out every field it looks like a completed profile and that seems to have a definite impact on the rank.
- Perceived closeness to center of city
This is an area that you might not have much control over, since you can’t necessarily move your business to improve your rankings. There is speculation about how much effort it would take to establish a local presence in the eyes of Google. Amazingly, according to Bill Slawski of SEO by the Sea, the impact of this factor varies based on what kind of business.
- User Reviews
This one is my very favorite because it really touches something that should be part of your business process already. If you don’t yet have processes in place to secure positive reviews from your satisfied clients then you are missing the boat.
- Almost nothing is going to impact the choice a potential client has to make more than a review written by a former customer.
- While you are securing good reviews and testimonials you should be collecting data about what you can do to improve the experience your clients are having.
- While you are interacting with clients who are happy enough to provide you a positive review remember to ask directly for referral business.
If you have incorporated this into your business process then securing good reviews in Google Local and in other local directories should not be a challenge at all. Google is leveraging user content more and more. They like using this as a ranking factor because it is hard to fake it on a scalable manner.
- Categories
Having your business categorized correctly with keywords in the category is one of the top ranking factors. In terms of rankings it might be even more important than reviews.
- Keywords
Your keywords should be used throughout the profile. Use them in your business name if you can do this without looking spammy. ”Friedman’s Shoe Stores: Mens Shoes” looks fine, is it their official business name? No. Do they have women’s shoes too? Yes. Did they choose to add Mens Shoes to their Google Local business name in order to rank top for Men’s Shoes which represents their biggest source of revenue? Probably.
- Local link popularity
Especially from sites such as Yelp, CitySearch, Yahoo Local, Ask, MSN Local.
- Local Phone Number
Having an area code that matches the city is important. It’s definitely worth getting a new number if you don’t have a local area code. Also include this phone number and your address somewhere on your website.
- Typical SEO Factors
In addition to the factors listed above which are more specific to Google Local, the typical SEO factors have a positive impact on your Google Local results. Get links to your site with the city name and keyword in the anchor text.
