SEO Local shapes how your site appears in the unpaid search results (the "organic" or "earned" results) by acting on keywords, backlinks, page speed, and citations. The factors below are some of the main ways local SEO affects visibility, click-through rate, and rankings.
How does page speed affect local SEO?
A web page that loads quickly matters in the online world, especially if you want to convert visitors into customers. A slow site loses visitors and hurts search engine rankings.
Google’s Page Speed Insights is the go-to tool in this category. The tool provides a report on page speed and related metrics so you can compare your performance against other websites.
The most important part of any page speed test is to record the results. Tracking your score over time helps you understand what to optimize next.
What does schema markup do for local search?
Adding Schema Markup to your website improves your search engine optimisation and helps your site stand out in the search results. Schema can produce rich snippets that include your meta description, images, and business ratings, which can lift click-through rate.
Schema also strengthens your local search presence. It can be added on-page, off-page, on product or service listings, and on news articles.
Schema Markup for SEO local can also help you appear in Google’s Knowledge Graph, the collection of categorized information Google generates and displays about competitors and businesses.
Why are citations important for local SEO?
Adding your business information to local directories, social networking sites, and search engines boosts online visibility. Higher local search ranking brings in more customers.
Search engines use many factors to determine legitimacy and trust. Local SEO citations signal to Google that your business is legitimate and active, and they connect you with customers who have buyer intent (the likelihood that someone will make a purchase).
Increasing the number of citations is a simple strategy that can grow visibility and revenue.
How do backlinks influence local search visibility?
Using local SEO to optimize your website is a good way to boost traffic, though it can be hard to find effective backlinks. Local link building addresses that gap.
The number of backlinks matters less than the quality of the links, so building a solid link profile is the goal. Useful, relevant on-site content supports that profile.
The most effective local link building strategy uses outreach to spread the word about your company. Examples include blog posts about local events (such as a local festival), promoting that content on social media, and sponsoring local events like a sporting event. Sponsorships and event content build relevant links and position your business as an industry expert.
What was Google’s Pigeon update?
During the weekend of July 24, 2014, Google introduced an algorithm update focused on local search. The Pigeon update aimed to give local businesses a better place in the traditional search results.
The Pigeon update affected the search results in Google Maps and on Google Web, including sites that depend on local searches.
The Pigeon update was a major change in Google’s local search algorithms. It aimed to give users information they can use in fewer steps, and it gave preference to local directory sites.
The new algorithm combined organic ranking signals with traditional web search ranking signals, including on-site content, domain authority, backlinks, and on-site keywords.
Related coverage
- How to Optimize Your Website for Local SEO
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads