How local search works
When someone searches for a plumber or "dentist near me," Google shows two kinds of results. The map pack lists nearby Business Profiles with a map. The regular results below list web pages. Local SEO works on both.
Google says local rankings depend mainly on relevance, distance and prominence. Relevance is how well your profile matches the search. Distance is how far you are from the searcher. Prominence is how well known you are, based partly on links and reviews.
The four parts of local SEO
- ReviewsA steady flow of real reviews, with replies from the owner.
- Business ProfileAccurate categories, services, hours, photos and a verified address.
- Local pagesA service page for each core service, with local proof.
- Consistent detailsThe same name, address and phone on your site and listings.
What you can and cannot control
You cannot move your office closer to every searcher. Distance is the one factor you cannot change, so a business rarely ranks in the map pack across a whole metro area. You can control relevance through accurate categories and strong service pages. You can raise prominence through reviews, links and mentions.
Good example. An Orlando HVAC company picks precise categories, lists every service in its profile and links each one to a matching page. It asks every customer for a review and replies to each one.
Bad example. The same company stuffs "Best AC Repair Orlando" into its business name, which Google's guidelines forbid, and ignores its reviews.
How to measure local SEO
Track calls, direction requests and website clicks in your Business Profile performance view. Add call tracking and form tracking on the site. Rankings in the map pack vary block by block, so judge progress by leads, not by one search from your desk.
Read about the Google Business Profile and the map pack. Our local SEO service handles all four parts.