Google updated the three main ranking factors for local pages: Relevance, Distance, and Prominence.
- Increase your Relevance by updating your Google My Business info
- Take advantage of Distance and location to attract users in your area
- Boost your Prominence by engaging with your community of loyal customers
Relevance refers to how well a local listing matches a user’s search.
How to increase your Relevance: Update your information on Google My Business. Google provides specific instructions on their help page on how to do this:
- Verify your location and address
- Update your hours (holidays, etc.)
- Manage and respond to online reviews
- Add photos
This is simply good business sense. You need to provide the most accurate info you can, so when someone finds your business online, they can visit you and make a purchase. If your hours are wrong, or your address is outdated, the wrong information could cause you to miss a sale.
These actions help you maintain a clear channel of communication between you and your customers. Positive reviews as well as negative review should be taken in consideration of customer.
As for photos, users are more visual than ever before. Photos of your products show users what to expect when they visit, while a photo of your building offers a visual frame of reference handy when on the go or visiting for the first time.
Some of these take quite a bit of effort .But believe us—it’s worth it. Making your website Relevant will help make it stand out from the crowd.
Distance—You Can Go It
Distance asks “how far is each potential search result from the location term used in a search?”
Distance helps Google pull up results based on the location term. Additionally, if the user doesn’t provide a location, Google will calculate distance based on what’s known about the user’s location.
How to take advantage of Distance: You don’t have control over what people search. However, you can make sure all the right information is there so that when users do perform a search query, it will lead them right to your business.
The success of Distance factor has to do with how much information you provide. Basically, you want to fill out everything you did for Relevance on your Google My Business page. Anything to help both users and Google know where your business does business from.
Prominence—Stand Out from the Crowd
Prominence is the most important factor for SEO as compare to another two factors.
Prominence refers to how well-known a business is. This is measured by offline prominence (think museums, landmark hotels, branded stores), as well as wait for it—links, articles, and directories. The number of reviews and their scores are also counted, as is your position in search.
SEO Services can be encouraged by the prominence factor. Although Google says they “do their best to keep the details of the search algorithm confidential,” there are certain things we know they like to see your website doing. These are the things that can result in better local rankings.
How to increase your Prominence: Think of Prominence like popularity. A good measure of Prominence is how aware people are of your business. How your reputation spreads from word of mouth. The way to do this is through reviews, which we’ve already stated, but from good links too.
Gathering reviews from happy customers, getting good links from authoritative domains—these are all things you should be doing anyway. Now you have even more incentive to chase after good feedback since it boosts your Prominence.