The digital landscape is constantly evolving, and for local businesses, staying visible online is paramount to success. In 2018, local SEO – the practice of optimizing your online presence to attract customers from nearby locations – underwent significant shifts. This guide delves into the key factors that influenced local search rankings in 2018, providing actionable insights for businesses looking to dominate their local markets. Understanding these elements is crucial, as 88% of users leverage smartphones to find local products and services, making a strong local SEO presence no longer optional, but essential. The strategies outlined here are based on expert surveys and analyses conducted throughout the year, offering a snapshot of a pivotal moment in local search evolution.
The Shifting Sands of Local SEO: A Year in Review
2018 was characterized by a rapid pace of change in the local SEO world. New features were continuously rolled out for Google My Business (GMB), and the importance of online reviews steadily increased. Keeping up with these changes required a proactive and adaptable approach. The year saw a move away from “grey hat” SEO tactics, like Private Blog Networks (PBNs), towards more ethical and sustainable “white hat” strategies focused on content quality and user experience. This shift reflected a broader trend in search engine algorithms prioritizing genuine value and relevance over manipulative techniques. The focus moved towards building a strong online foundation, creating engaging content, and fostering positive customer interactions.
The core principle driving these changes was simple: Google aimed to become the primary destination for all local business searches, providing users with the most accurate and relevant information directly within the search results page. This meant businesses needed to optimize their online presence not just for search engine rankings, but also for the user experience within Google’s ecosystem.
Decoding the Local Search Ranking Factors
Several surveys were conducted in 2018 to pinpoint the most influential factors impacting local search rankings. One prominent survey, led by Darren Shaw, aggregated insights from over 40 local search practitioners. The results revealed a clear hierarchy of importance, with Google My Business factors taking the lead. Understanding these factors is the first step towards crafting an effective local SEO strategy.
Here’s a breakdown of the key ranking factors, based on the aggregated expert opinions:
| Ranking Factor | Percentage of Impact |
|---|---|
| Google My Business | 25% |
| Reviews | 15.14% |
| Links | 16% |
| On-Page Factors | 14% |
| Behavioral Factors | 10% |
| Citations | 11% |
| Personalization & Social | 6% & 3% |
As the table illustrates, Google My Business factors accounted for a significant 25% of the ranking influence. This underscores the critical importance of claiming, verifying, and optimizing your GMB profile. Reviews followed closely behind at 15.14%, highlighting the growing power of social proof in local search. Links, on-page factors, and behavioral signals also played substantial roles, demonstrating the need for a holistic SEO approach.
The Power of Google My Business Optimization
In 2018, Google My Business wasn’t just a listing; it was a dynamic platform for engaging with potential customers. Optimizing your GMB profile involved more than just providing basic information like your business name, address, and phone number. It required actively utilizing all available features, including:
- Regular Posts: Sharing updates, promotions, and events through GMB posts kept your listing fresh and engaging.
- High-Quality Photos: Uploading visually appealing photos of your business, products, and team created a positive first impression.
- Video Uploads: Incorporating videos provided a more immersive and informative experience for potential customers.
- Q&A Section: Monitoring and responding to questions in the Q&A section demonstrated responsiveness and provided valuable information.
Google’s goal was to make GMB the go-to destination for local business searches, and businesses that embraced this vision were rewarded with increased visibility and customer engagement. The service had been steadily growing in importance since 2015, and this trend was expected to continue.
Reviews: The Cornerstone of Local Trust
Online reviews have always been important, but in 2018, their influence reached new heights. Reviews served as a powerful form of social proof, influencing consumer purchasing decisions and impacting search rankings. The prominence of reviews had been increasing since 2015, and the trend continued upward.
Here's how reviews impacted local SEO in 2018:
- Quantity Matters: A higher number of reviews generally indicated greater popularity and trustworthiness.
- Quality Counts: Positive and detailed reviews carried more weight than short, generic ones.
- Responding to Reviews: Actively responding to both positive and negative reviews demonstrated customer service and a commitment to addressing concerns.
- Review Velocity: A consistent stream of new reviews signaled an active and engaged customer base.
Encouraging customers to leave reviews on platforms like Google and Yelp was a crucial component of any local SEO strategy.
Beyond GMB and Reviews: Other Key Factors
While GMB and reviews were dominant forces, other factors also contributed to local search rankings in 2018. These included:
- Local Backlinks: Links from reputable local websites, such as chambers of commerce and local news outlets, signaled relevance and authority. Focusing on local backlinks was more effective than pursuing national links.
- User Experience (UX): A user-friendly website with fast loading speeds and mobile responsiveness was essential for attracting and retaining visitors.
- Searcher Intent: Creating content that directly addressed the needs and questions of local searchers was crucial for ranking higher in search results. Understanding why someone is searching is as important as what they are searching for.
- Citations: Consistent Name, Address, and Phone number (NAP) information across various online directories and platforms helped establish business legitimacy.
- Content Marketing: Creating high-quality, informative content that provided value to local customers helped establish your business as a trusted resource.
The Importance of Local Backlinks vs. General Backlinks
The landscape of link building shifted in 2018. While backlinks remained a crucial ranking factor, the source of those backlinks became increasingly important. General backlinks from national blogs, while still valuable, were less impactful than local backlinks.
Here's a comparison:
| Backlink Type | Impact on Local SEO | Effort to Acquire |
|---|---|---|
| Local Backlinks | High | Moderate |
| National Backlinks | Moderate | High |
| PBN Backlinks | Low (Risky) | Low |
Local backlinks, obtained from sources like local directories, chambers of commerce, and community websites, signaled to Google that your business was a legitimate and relevant part of the local community. This localized signal carried significant weight in local search rankings.
Adapting to Searcher Intent
In 2018, optimizing for searcher intent became paramount. This meant understanding why someone was searching for a particular keyword and creating content that directly addressed their needs. For example, someone searching for “Italian restaurant near me” likely had a different intent than someone searching for “how to make pasta.”
In local markets, users often sought well-established, trusted, and highly-reviewed businesses. Demonstrating trust could involve showcasing community involvement, highlighting exceptional customer service, and providing transparent information about your business. Creating videos that showcased your service level, responsiveness, and overall business ethos could be particularly effective.
The Bottom Line
Local SEO in 2018 was a dynamic and evolving field. Success required a holistic approach that prioritized Google My Business optimization, review management, local link building, and a deep understanding of searcher intent. The shift towards “white hat” SEO tactics emphasized the importance of building a strong online foundation based on genuine value and customer engagement. Businesses that embraced these strategies were well-positioned to dominate their local markets and thrive in the increasingly competitive digital landscape. The principles established in 2018 continue to resonate today, serving as a foundation for effective local SEO strategies in the years to come.