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How does the local search algorithm work? 

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The internet has revolutionized the business world and changed how we conduct business. Any business that aims to increase its visibility and boost profit needs to pay much attention to top ranking factors, including local SEO — which introduces the topic of the local search algorithm.

Local SEO is one of the top practices that help boost a business’s visibility and generates more sales.

However, achieving better local SEO rankings is not a walk in the park, especially due to increased competition. To appear higher on local results, businesses and marketers need to understand how the local search algorithm works.

Knowing this helps guide the steps for improving rankings in the local pack.

The competition gets stiffer as more businesses open and optimize for local searching. Besides, Google is updating its algorithm consistently, meaning only businesses that can keep up with these updates can appear at the top of local search results.

Luckily, you have come to this post as this article looks at everything you need to know about Google’s local search algorithm and what you can do to get that top spot in the local pack.

Understanding the local search algorithm

Google aims to provide the best results that match a specific local search query. It constantly updates the local search algorithm to determine which business to rank on top of local search results.

Ideally, Google wants to provide local content that is relevant and valuable to users. As with search engine optimization, keyword stuffing cannot give you that top spot in local search results.

SEO specialists and marketers should consider Google’s local search algorithm updates and make the necessary changes to rank higher. Failure to consider these updates means losing your local search presence, resulting in fewer leads and conversions.

Local algorithms check the Google My Business (GMB) listings to determine where to rank a business in local search rankings.

Ideally, Google’s local algorithm ranks businesses with information that matches a searcher’s query. And the higher a business ranks in local search results, the more chances a potential customer will click on it.

This post looks at the three major pillars that determine local search results to better understand the local search algorithm: proximity,  prominence and relevance.

Of course, other factors make up Google’s local search algorithm, but since we cannot identify all of them, we’ll focus on the most crucial ones in this post.

By understanding these pillars, marketers can better position themselves for local search success.

1. Proximity

Proximity is one of the major ranking factors when it comes to local search. That means the distance between a business and a searcher is a ranking factor in local search.

When a searcher searches for something, Google considers how far the searcher is from the location of the term they use in the search. When a searcher doesn’t specify the location, Google calculates the distance based on the information they have regarding their location.

Ideally, Google aims to provide the most relevant results to a search query. For instance, why would Google provide a list of coffee shops in Los Angeles if the searcher is searching from Colombia?

That would be irrelevant local search results that won’t benefit the searcher.

Unfortunately, while proximity is a major local search pillar, it’s one of the factors that businesses have little control over. After all, you cannot change where your business is located, right?

You can only ensure your business location is as clear as possible, so that it appears for related nearby queries. Here are steps you can take to achieve this:

  • Claim and verify the Google My Business listing
  • Ensure local listings are accurate and optimized for local products or services
  • Get the Google Maps API Key and optimize for your location and routes
  • Set up your profile correctly (for Service Area Businesses) to avoid violating Google’s guidelines

Users can perform several types of local searches, including:

Geo-modified searches

Users will perform geo-modified searches when they are planning to visit somewhere. For instance, a searcher in Los Angeles planning to visit Toronto, Canada, may search for a “coffee shop in Oakville.” The results will differ from if they searched for “coffee” while physically in Oakville.

To be specific, geo-modified searches are mainly based on relevance and prominence as opposed to proximity when a user searches for something when outside the city included in the search.

Non-geo searches

Searchers perform this type of search when looking for something around them. For instance, a user in Los Angeles performing a local search for “coffee.”

Ideally, the user only needs to search for something and is shown results based on proximity. They will get the results that are closest to them.

“Near me” searches

“Near me” searches have been so popular in recent years. Although their popularity has significantly declined, users still perform this type of search when looking for something locally.

For instance, some users could add “near me” when searching for a coffee shop, hoping to get the most relevant results near them. As we’ve stated, this trend has lost popularity because when you perform a local search, you are searching for something near you.

It is not necessary to add “near me” to what you’re searching.

2. Prominence

Prominence refers to how important Google thinks your business is, which gets factored into the local search algorithm.

In other words, it refers to how well a business stands from the rest in various aspects, including directories, links, reviews, mentions, among other things.

If search engines view your business as trustworthy and credible, they will likely show it on top of related search query results.

The local search algorithm views businesses/brands with a stronger online prominence as credible and trustworthy. Some of the factors that determine prominence include:

Citations

A local citation is the mention of a business’s information online. The mention can include the partial or complete name, address, and phone number (NAP) of a local business.

Citations are an excellent way for people to learn about local businesses and impact local search results.

A business with high-quality citations can rank better in local search results, although businesses must continually manage citations to ensure data accuracy.

Inbound links

Backlinks play a crucial role in local business prominence. Gaining relevant backlinks from high-quality sites is an excellent way to build a business’ online reputation.

If you’re trying to outrank your competitors without much success, your backlink profile could be the reason.

In that case, you should check your competitor’s backlinks and compare them with yours. When doing this, pay attention to the number and quality of their backlinks.

As a rule of thumb, aim to have high-quality local backlinks pointing to your site to improve your page’s authority.

Reviews

Next, you need to pay much attention to reviews to improve local prominence. Many customers look at a business’s online reviews before deciding whether to engage more with the business or not. Besides, many positive online reviews can increase a business’ ranking factors.

Consider this scenario. A potential customer is looking for a pub around Oakville. When they perform a search, they are presented with two results: one with over 100 reviews and another with less than 10 reviews.

Which business do you think the searcher would trust? The one with 100 reviews, obviously.

As with search engines, customers need to trust a business before they decide to do business with it. Similarly, search engines can view online reviews and analyze them to determine a business’s online prominence.

That said, here are strategies you can use to boost your online review signals:

Have a strategy

You won’t have a strong online prominence if your products or services are not of a high standard. So, the first step to having many great reviews is to develop great products and services.

After that, develop a strategy to encourage your happy customers to leave honest but valuable reviews of their experience doing business with you to help boost your online reputation.

Monitor and manage the reviews

Having many reviews is one thing; you need to develop a plan to engage with your customers for better results. Responding to reviews shows people that you care and are genuine about your products and services.

People will avoid businesses that don’t respond to customer reviews (whether positive or negative).

Search engines, too, can tell whether you engage with customer reviews or not and will use the information to determine where to rank on local search results.

When responding to online reviews, pay special attention to negative reviews and how you respond to them. While no business likes getting negative reviews, how you respond to them can positively impact your business — respond positively to turn the negative reviews around.

3. Relevance

As earlier stated, Google wants to provide the most relevant results to a local search query. This key ranking factor will determine a business’s position in local search results — how well does a local business match a search query?

Even if your business ticks the above pillars (prominence and proximity), if the content on your page isn’t well structured and doesn’t cover the topics that a searcher is looking for, you won’t appear on top of local search results.

Here are factors that businesses should consider to create a relevant listing:

  • Local page signals
  • Local listing categories and attributes
  • Social posts and responses to online reviews

Local listing signals and categories

A business GMB listing and category can impact its relevance score for local searches. As such, complete your business profile carefully and continually add quality content to the web page to ensure it is relevant for proximity searches.

More specifically, ensure that all information on all listing pages, including Yelp, Bing, and Google, is complete and accurate. Aside from these factors, here are two crucial features you should pay attention to:

Category selection

Selecting the right categories for your local business listing is among the crucial factors for ranking locally. With over 4000 GMB categories, you want to choose categories that best describe your business — ensure they are relevant and specific.

Here are guidelines to follow when selecting a category:

  • Describe your business as opposed to your services
  • Be specific to minimize competition
  • Reduce the number of GMB categories to describe your business better
  • Business description

Without a proper description, users won’t know what your business is about. This section is about adding an introduction to your business so that customers and search engines can know more about your business.

However, don’t use this section for marketing your business. Just give users and search engines descriptive info that can help determine whether your business matches their needs.

Local page signals

Another way a business can improve its standing in the local search algorithm is by optimizing web pages for specific keywords. For multi-location businesses, it’s essential to have separate, localized pages for each location, with relevant information and contact details for customers to reach you.

Performing competitor research is advisable to determine what terms or keywords to use for a specific query. Here are top on-page signals to consider when trying to gain relevance for a given topic:

  • Keyword research — Before creating local content, you need to find keywords that matter to your business. Perform keyword research to determine highly relevant keywords with high intent. When finding relevant terms to use in your content, base your research on the customer perspective; think about what they search for and the type of content they are looking for.
  • Create local content — After finding the right keywords, it’s time to create your content. Google values the quality of content more than the length of the content, so keep this in mind when creating content. Another crucial thing to pay attention to is localizing the content. For example, you can create content on local news and events or use your city’s name within your content.

The goal is to create a connection between what’s happening in your local area and your business. Also, use pictures with your specific geolocation to increase your content relevance.

Creating quality and relevant content is only the start. You need to optimize your content for on-page signals so local search algorithms can discover and rank them better. Here’s how you can optimize your local content for on-page signals:

  • Meta descriptions — Include keywords in your meta descriptions to encourage searchers to click through and increase visibility
  • Title tags — Title tags are some of the factors that search engines use to determine where to rank content. Incorporating keywords naturally in your title tags can help boost local rankings
  • Image tags — Another way to improve local rankings is by including relevant keywords in your image tags. Including geotags also comes with an added advantage
  • Headings — Users and Google value pages with clear structures. Consider creating headings within your content to capture readers’ attention and encourage them to read on. However, ensure your heading tags describe the content that comes after them well. Also, include keywords in your heading tags to help search engines understand them and their importance.

Off-page local signals

Gaining high-quality backlinks is a great way to boost credibility and trust. Backlinks refer to external links from another website to your site. Aim to have more high-quality backlinks to boost your website authority.

Ideally, having many quality backlinks shows search engines that your website or page is credible and trustworthy, which boosts the chances of ranking it higher in search engine results.

Guest posting is one of the best examples of link-building strategies you can use. Finding great guest posting opportunities provides an excellent opportunity to share your content to a new but relevant audience, which helps boost your website authority.

Another strategy you can use is to create longer and better content than what is already available on the web. When your content is high quality and relevant, it will be easier to get high-quality backlinks.

Review and social signals

Online reviews can also help boost relevance for your local business. Aim to get as many positive reviews from your happy customers as possible.

Remember, when customers perform a local search, they get not only the relevant businesses but also reviews related to the search. The more positive reviews a business has, the higher chances a potential customer will do business with them.

Closing thoughts on the local search algorithm

Ranking on top of local search results can seem daunting, but it shouldn’t when you know the vital things to focus on. As you have seen above, the local algorithm is based on three pillars: relevance, proximity, and prominence.

Of course, other factors determine local search rankings depending on your industry and competition.



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Growing a Business

2023’s Festive Formula: Small Business Success in the Extended Holiday Season

Navigate the unique landscape of the 2023 holiday shopping season with our expert guide. Discover how small businesses can capitalize on extended consumer spending, leveraging the latest trends in personalization, online marketing, and fast fulfillment. From creating an enchanting in-store experience to mastering the digital realm, learn how to harness consumer behavior shifts for a prosperous holiday period. Get ready to transform challenges into opportunities and make this festive season your most successful yet!

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The holiday season is a pivotal time for small businesses globally. With 2023’s extended holiday shopping period and consumer trends towards affordability and unique experiences, small businesses have unique opportunities to thrive.

Understanding the Holiday Shopper

Modern consumers are trading down, seeking value while also desiring experiences and personal connections. They prefer businesses offering unique, personalized services, and community engagement. This shift opens up numerous opportunities for small enterprises.

Creating a Festive In-Store Experience

Physical stores can become holiday attractions. Creative decorations, themed events, and promotions, coupled with an omnichannel approach combining in-store and online experiences, can attract and retain customers.

Leveraging Online Platforms

A strong online presence is critical. Enhance your digital platforms with festive themes, promotions, and gift guides. Utilize AI and generative AI for personalized marketing and improve online interactions through advanced chatbots.

Harnessing the Power of Social Media

Social media offers a platform for inspiration and engagement. Utilize platforms like Pinterest, Instagram, and YouTube to inspire and engage your audience. Collaborative promotions with other businesses can create unique experiences.

Personalization and Customer Service

Personalization is crucial. Use customer data to offer customized experiences and promotions. Exceptional customer service, both in-store and online, is vital to meet high consumer expectations.

Fast Fulfillment and Inventory Management

Consumers expect fast fulfillment options like same-day delivery and curbside pickup, especially among younger demographics. Efficient inventory management and transparent communication about product availability are essential.

Post-Holiday Strategies

Extend holiday strategies beyond December. Post-holiday sales, exchanges, and New Year promotions can drive ongoing traffic and sales. Use this period for collecting feedback and data analysis for future strategies.

Conclusion

The extended 2023 holiday season offers small businesses the chance to adapt and excel. By embracing consumer trends towards value, experiences, and fast fulfillment, and leveraging technology for personalization and efficiency, small businesses can enjoy a successful holiday season.


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Growing a Business

Unlock the Power of Email: 2023’s Ultimate Guide to Personalized Marketing Mastery

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In the rapidly evolving digital landscape, email remains a cornerstone of business communication. Contrary to the whispers of naysayers, email is not an antiquated relic but a dynamic tool, continually adapting to the latest trends and technologies. In this article, we explore how small businesses can craft compelling email campaigns that resonate with today’s audience.

1. The Art of Personalization

Gone are the days of generic, one-size-fits-all email blasts. In 2023, personalization is not just a buzzword; it’s a necessity. Utilizing data analytics to segment your audience and tailor your messages can significantly increase engagement rates. Personalization goes beyond inserting a first name; it’s about crafting content that reflects the individual interests, buying behaviors, and preferences of your subscribers.

2. Mobile-First Email Design

With the majority of emails now opened on mobile devices, a mobile-first design approach is crucial. Emails should be visually appealing and easily readable on smaller screens, with responsive design and clear call-to-action (CTA) buttons. Additionally, loading times should be minimal, and images optimized for quick and efficient loading.

3. Interactive and Visual Content

Incorporating interactive elements like surveys, polls, or clickable sliders can boost engagement and provide valuable feedback. Visual content, such as infographics and videos, can increase open rates and make your emails more memorable. With the rise of platforms like TikTok and Instagram, incorporating short-form video content into your emails can be particularly effective.

4. Authenticity and Brand Storytelling

Consumers are increasingly drawn to brands that showcase authenticity and a compelling narrative. Use your email campaigns to tell your brand’s story, share your values, and build a deeper connection with your audience. This approach not only fosters loyalty but also differentiates your brand in a crowded market.

5. AI-Driven Email Optimization

Artificial Intelligence (AI) is reshaping email marketing. From predictive analytics that forecast the best time to send emails to AI-powered copywriting tools that help create compelling subject lines, integrating AI can significantly enhance the effectiveness of your campaigns.

6. Privacy and Data Protection

With growing concerns about data privacy and the introduction of regulations like GDPR, ensuring the privacy and security of your subscribers’ data is more critical than ever. Be transparent about how you collect and use data, provide easy opt-out options, and maintain compliance with data protection laws.

7. Measuring Success and Adapting Strategies

Finally, the success of an email campaign is in its metrics. Open rates, click-through rates, conversion rates, and unsubscribe rates provide insights into what works and what doesn’t. Regularly reviewing these metrics and adapting your strategy accordingly is key to continual improvement.

Conclusion

Email marketing remains a vital tool for small businesses, offering a direct line of communication to your audience. By embracing personalization, optimizing for mobile, leveraging interactive and visual content, staying authentic, utilizing AI, respecting privacy, and adapting to feedback, your email campaigns can achieve greater relevance and impact in the ever-changing digital era.


This article aims to provide small businesses with up-to-date insights and actionable tips on creating effective and engaging email campaigns that align with current trends and consumer expectations.

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AI

Revolutionizing Marketing: The Power of AI in the Digital Age

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Embracing AI-Powered Marketing: Transforming Brands in the Digital Marketplace

In the crowded digital marketplace, standing out is challenging. Enter AI-powered marketing, a revolutionary upgrade transforming brands into digital powerhouses.

Hyper-Personalized Campaigns: Beyond Basic Personalization

Gone are the days of generic marketing. Today’s gold standard is AI-driven hyper-personalization. This approach uses customer data analysis to create deeply resonant, individualized marketing campaigns. With AI’s ability to segment audiences based on intricate criteria, including purchasing history and browsing behavior, your messages can hit the mark every time.

Enhanced Customer Journey Mapping

AI’s capabilities extend to mapping the entire customer journey. By predicting needs and preferences at each stage, AI aids in crafting narratives that guide customers from discovery to purchase, integrating your brand into their personal stories.

SEO Wizardry: Mastering Search Engine Dynamics

With ever-changing algorithms, SEO is a complex puzzle. AI serves as a sophisticated navigator, deciphering these changes through machine learning. It aids in keyword optimization, understanding search intent, and aligning content with search trends.

Predictive SEO

AI tools offer predictive SEO, anticipating search engine and user behavior changes. This proactive stance ensures your brand’s prominent visibility in search results, capturing the right audience at the right time.

Social Media Mastery: Crafting a Digital Narrative

AI transforms social media strategies from uncertain to precise. By analyzing vast social data, AI provides insights into resonating content.

Content Optimization

AI analyzes performance data to recommend effective content types. This data-driven approach refines your social media content strategy.

Engagement Analysis

AI examines user interaction nuances, understanding engagement patterns. It helps tailor interactions for maximum impact, including adjusting posting schedules and messaging for increased relevance.

Conclusion: Navigating the AI-Driven Marketing Landscape

AI-powered marketing is essential for thriving in the digital age, offering precision and personalization beyond traditional methods. For small businesses, it’s a chance to leverage AI for impactful, data-driven strategies.

As we embrace the AI revolution, the future of marketing is not just bright but intelligently radiant. With AI as your digital ally, your brand is equipped for a successful journey, making every marketing effort and customer interaction count.

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