Google Updates Local Ranking Factors: Relevance, Distance, and Prominence
Google recently modified its local ranking guidelines, and while the new terminology is more concise, it can still be perplexing for company owners when discussing the basic components of local ranking—relevance, distance, and prominence. Let's look at these three critical criteria and what the recent improvements may entail for your local business.
1. Relevance: Are You What They're Looking For?
This one is quite easy and has not undergone much change. Relevance refers to how well your business matches what a user is looking for. If someone searches for "best pizza near me," and your Google Business Profile plainly shows that you own a pizza shop, you are relevant.
To optimize for relevance:
- Accurate and complete Google Business Profile: Your Google Business Profile should be accurate and thorough. Ensure that your categories are correct, your services are mentioned, and your description effectively describes what your company provides.
- Keywords in your profile: Use relevant keywords in your business description and services, but avoid keyword stuffing. Consider how clients might truly look for your business.
2. Distance: How Close Are You to the Searcher?
Distance means exactly what it sounds like, how far your business is from the individual conducting the search. Google uses the user's location (which can be detected automatically or entered manually) to calculate proximity to businesses.
To optimize for distance:
- Correct address: Check that your physical address is appropriately listed and validated on your Google Business Profile.
- Multiple locations (if applicable): If you have other business locations, each should have its own optimized Google Business Profile.
While you cannot physically relocate your business closer to every possible customer, understanding the significance of distance allows you to spot the hyper-local character of some search inquiries.
3. Prominence: Have you been listed online for awhile now?
This is where the most major modifications to Google's documentation took place. Previously, "prominence" was defined broadly to include "your position in web results" and "SEO best practices." The former text also listed "links, articles, and directories" as contributors.
The new definition of prominence is significantly more specific: "How many websites link to your business and how many reviews you have." Notably, the phrase "Your position in web results is also a factor, so search engine optimization (SEO) best practices apply" has been eliminated entirely.
What does this shift in prominence mean?
- Links to your website: The more high-quality websites that link to yours, the better. Think of these as votes of confidence from other sites.
- Customer reviews: Both the number of reviews you have and how good they are really matter. Positive reviews from your customers tell Google your business is trustworthy and helpful.
To optimize for prominence with the new understanding:
- Acquire high-quality backlinks: Prioritize connections from respected and relevant websites in your business or local community.
- Gather new reviews every month: Encourage satisfied customers to write feedback on your Google Business profile. Respond to all reviews, both positive and bad, to demonstrate that you are involved and value consumer feedback.
- Don't abandon traditional SEO: While "prominence" is no longer expressly mentioned, a well-optimized mobile-friendly website still helps to your overall online authority, which can indirectly help your local ranks.
The Takeaway
Google's revised local ranking material provides a more streamlined view, particularly for "prominence." The message is clear: for local search success, emphasize relevancy with an accurate and full Google Business Profile, consider your distance from potential clients, and establish prominence with a large number of quality links and favorable customer reviews.
While the language has changed, the overall purpose remains the same: to link people with the greatest, most relevant local companies. Focusing on these key areas will put you in a good position to acquire more local clients.