Navigating Local SEO in 2015: Leveraging Moz’s Insights for Enhanced Visibility

The year 2015 marked a pivotal moment in the evolution of local search engine optimization (SEO). As Google refined its algorithms and user behavior shifted, businesses needed to adapt their strategies to maintain and improve their local rankings. Moz, a leading authority in SEO, released its annual Local Search Ranking Factors survey in 2015, providing invaluable insights into the key elements driving success in local search. This guide delves into the findings of the Moz 2015 Local Search Ranking Factors report, offering a detailed exploration of the strategies businesses could employ to enhance their local SEO performance. We will examine the shifting landscape, the importance of various ranking factors, and actionable steps to improve visibility in local search results.

The Maturing Local Search Algorithm

In 2015, the Google local search algorithm was described as “maturing.” This meant that the dramatic swings in rankings seen in previous years were becoming less frequent. Google was increasingly focused on rewarding businesses based on demonstrable quality and authority. This shift signaled a move away from easily manipulated tactics and towards a more holistic evaluation of a business’s online presence. Businesses could no longer rely on quick fixes or superficial optimizations; instead, they needed to build a strong foundation of trust and relevance. The emphasis on quality meant that content, both on a website and in citations, needed to be accurate, informative, and valuable to potential customers. Authority, on the other hand, was built through consistent branding, positive reviews, and a strong backlink profile.

This maturation also meant that staying ahead required continuous monitoring and adaptation. While large-scale algorithm updates were becoming less common, Google was constantly making smaller adjustments, meaning businesses needed to remain vigilant and responsive to changes in the search landscape.

The Declining Influence of Google+

A significant finding of the 2015 Moz Local Search Ranking Factors survey was the diminishing influence of Google+ on local search results. Following Google’s decision to sever the links between Google Plus and Maps, the relevance of Google Plus for business became questionable. While maintaining a Google+ profile wasn’t necessarily detrimental, it was no longer considered a critical factor for local ranking.

This change freed up resources for businesses to focus on more impactful strategies. Instead of investing heavily in Google+, businesses could prioritize optimizing their Google Business Profile (formerly Google My Business), building high-quality citations, and acquiring local backlinks. The decline of Google+ underscored the importance of diversifying local SEO efforts and avoiding over-reliance on a single platform.

The Rising Importance of User Behavior Signals

The 2015 report highlighted the increasing importance of individual user behavior signals in local search ranking. Google was beginning to look beyond the initial click-through and consider what happened after a user landed on a website. Factors such as time spent on site, bounce rate, and user engagement were becoming indicators of a website’s relevance and quality.

This meant that simply ranking for relevant keywords was no longer enough. Businesses needed to create websites that provided a positive user experience, offering valuable content and easy navigation. A high bounce rate, for example, could signal to Google that a website wasn’t meeting user needs, leading to a decrease in rankings. Similarly, a short dwell time could indicate that the content wasn’t engaging or relevant. Optimizing for user behavior required a focus on website design, content quality, and overall user experience.

The Evolution of Citations: Quality Over Quantity

Citations – mentions of a business’s name, address, and phone number (NAP) across the web – remained a significant ranking factor in 2015, but their weight was decreasing. The Moz survey indicated a drop in the rank weight of citations from 15.5% to 13.6% compared to the previous year. More importantly, the focus was shifting from quantity to quality and consistency.

Simply accumulating a large number of citations was no longer sufficient. Citations needed to be accurate, consistent, and from reputable sources. Thin content on citations, such as incomplete or inaccurate information, was no longer acceptable. Businesses needed to ensure that their NAP information was identical across all online platforms. Tools like Moz Local (discussed later) were designed to help businesses manage and synchronize their citations across various directories and websites.

The Growing Power of Local Links

The 2015 Moz Local Search Ranking Factors survey emphasized the increasing importance of local links – links from other websites within the same geographic area. These links signaled to Google that a business was integrated within the local community and had a strong local presence.

Local links could come from a variety of sources, including local news websites, community organizations, and other local businesses. Building local links required active engagement with the local community, such as sponsoring local events, participating in local initiatives, and partnering with other local businesses. The quality of inbound links was also crucial; links from authoritative and relevant websites carried more weight than links from low-quality or irrelevant sources.

Understanding the Key Ranking Factors: A Comparative View

The Moz 2015 Local Search Ranking Factors survey provided a detailed breakdown of the relative importance of various ranking factors. Here’s a comparative view of the top factors, as perceived by SEO experts:

Ranking Factor	Weight (%)
On-Page Signals	17.6%
Link Signals	16.8%
Citation Signals	13.6%
Google My Business Signals	12.8%
Review Signals	11.4%
Behavioral Signals	9.8%
Social Signals	4.4%

This table illustrates the relative importance of each factor, highlighting the dominance of on-page signals and link signals. It also demonstrates the declining influence of social signals, which were considered less important than other factors.

Leveraging Moz Local for Enhanced Management

Moz Local, launched to address the complexities of local SEO, offered a suite of tools designed to help businesses manage and enhance their online presence. Key benefits included:

Local SEO Management: Managing and synchronizing business listings across major search engines.
Review and Reputation Management: Monitoring, soliciting, and responding to customer reviews.
Content Distribution: Posting updates, offers, and other content across multiple networks.
Reporting Insights: Tracking online presence, website traffic, and identifying areas for improvement.

Moz Local offered three pricing plans in 2015:

Plan	Cost (per year)	Features
Basic	$129	Basic local SEO management tools
Plus	$199	Enhanced tools, advanced reporting
Complete	$299	Comprehensive tools, content distribution

The tool was particularly valuable for small to medium-sized businesses with a physical presence, as well as companies with distinct service areas.

Optimizing Your Google Business Profile: The Foundation of Local SEO

The cornerstone of any successful local SEO campaign in 2015 was optimizing your Google Business Profile (GBP). This involved:

Completing All Fields: Ensuring every section of the profile was filled out with accurate and detailed information.
Adding High-Quality Images: Showcasing the business with visually appealing photos.
Encouraging Customer Reviews: Actively soliciting reviews from satisfied customers and responding to all feedback.
Utilizing Keywords: Incorporating relevant keywords naturally into the business description.
Regular Updates: Keeping the profile up-to-date with current information, such as hours of operation and special offers.

A well-maintained GBP significantly increased the chances of appearing in the “local pack” or Google Maps results, providing prominent visibility to potential customers.

The Bottom Line

The landscape of local SEO in 2015 was characterized by a maturing algorithm, a shift towards quality over quantity, and the increasing importance of user behavior signals. Businesses that embraced these changes and focused on building a strong foundation of trust and relevance were best positioned for success. By leveraging the insights from the Moz 2015 Local Search Ranking Factors survey, optimizing their Google Business Profile, building high-quality citations, and engaging with the local community, businesses could significantly enhance their local SEO performance and attract more customers. The key takeaway was that local SEO was no longer a set-it-and-forget-it activity; it required continuous monitoring, adaptation, and a commitment to providing a positive user experience.