Securing a spot in Google’s local packs is crucial for local businesses.
The local packs highlight top local businesses on the search results page, offering significant visibility. The businesses that rank in the top three positions for a search query capture between 15.1%-17.6% of clicks for that query.
In this guide, we’ll explore key optimisation strategies to help your business stand out in local searches and attract more customers.
Understanding Google’s Core Local Pack Ranking Factors
There are hundreds of ranking factors, most of which are unconfirmed by Google, and most of them fall within the following three core categories.
Relevance
Having a complete and accurate Google Business Profile is essential. Ensure all your business information—name, address, phone number, website, and business hours—is up-to-date and consistent across all online platforms. This consistency helps Google understand your business better, improving your chances of ranking in local packs.
Proximity
Proximity to the searcher’s location is a significant factor in local pack rankings. While you can’t control your physical location, you can target local keywords specific to your area. Incorporate these keywords into your website content, business description, and posts to enhance your local relevance.
Prominence
Prominence refers to how well-known and trusted your business is online. Online reviews and ratings play a crucial role here. Encourage satisfied customers to leave positive reviews and respond to them professionally. High-quality backlinks from reputable sites, citations, and social media engagement also boost your business’s prominence.
6 Steps to Optimise Your Google Business Profile
1. Complete Your Profile
Start by filling out your business name, address, phone number, website, and business hours accurately. Consistency is key—ensure this information matches across all platforms. Write an engaging and informative description explaining who you are and what your business sells.
2. Select Appropriate Categories and Attributes
Choose the most relevant business category and add specific attributes that may appeal to your potential customers. Be careful not to add too many categories though—only select those that are highly relevant to your products or services.
If you provide services to customers at their homes or businesses, you should list all of the local areas you cover in the ‘service area’ field too.
3. Upload High Quality, Unique Photos and Videos
High-quality, unqiue photos and videos make your profile more engaging and show Google and customers that you’re a real business.
For purpose-led businesses, showcase your environmentally friendly practices, such as using renewable energy, recycling initiatives, or community involvement. This visual content can attract and retain customers who value sustainability.
4. Manage Reviews and Ratings
Encourage happy customers to leave positive reviews and respond to them professionally and empathetically. Address any negative feedback constructively. Reviews not only influence potential customers but also have a big impact on your local pack rankings.
5. Utilise Google Posts
Google Posts allow you to share updates, offers, and events directly on your profile. Use this feature to highlight your sustainable initiatives, community efforts, and any special promotions related to your green practices.
6. Monitor and Respond to Q&A
Actively monitor the Q&A section of your Google Business Profile. Provide informative and transparent answers to questions about your sustainability efforts and other business aspects. This engagement demonstrates your commitment to customer service and transparency.
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Implementing Local SEO Best Practices
Local Keyword Optimisation
Conduct thorough keyword research to find local and industry-specific keywords. Optimise your website content, including meta descriptions and headers, with these targeted keywords to improve your local search visibility. You should also include these targeted keywords in your GBP description.
Building Local Links
Building relationships with local businesses and community groups can help you earn valuable backlinks. Participate in local events, sponsor community activities, and collaborate with other local businesses to enhance your local link profile.
Accurate Online Directories and Citations
Ensure your business is accurately listed on all relevant online directories. Consistent citations help Google verify your business information, boosting your local SEO. Make sure your name, address, and phone number (NAP) are identical across all platforms.
Tracking Performance
You can find basic analytics information such as engagement, calls, messages, bookings and website clicks by logging into your Google account and searching for your business name. Click on performance as shown below:
Other tools that provide more useful insights, such as your ranking in specific locations, include BrightLocal and SEMrush’s Listing Management tools.
Adjusting Strategies
Local SEO is an ongoing process. Regularly update and optimise your Google Business Profile to reflect any changes in your business or services. Stay informed about changes in Google’s local search algorithm and adapt your strategies accordingly to maintain your ranking.
Conclusion
Optimising your Google Business Profile is a powerful way to improve your local SEO and attract more environmentally conscious customers. By focusing on relevance, proximity, and prominence, and implementing the best practices outlined above, your business can achieve greater visibility and impact.