The landscape of search engine optimization (SEO) is perpetually shifting, and in 2015, local search presented a particularly dynamic challenge for businesses. Moz, a leading authority in SEO, published its annual Local Search Ranking Factors survey, providing invaluable insights into the elements influencing Google’s local search results. This article delves into the key findings of that report, dissecting the factors that mattered most for local visibility and offering a comprehensive understanding of the strategies businesses should have employed to thrive in this evolving environment. Understanding these factors remains relevant today as the foundation of local SEO principles hasn’t drastically changed, even with the introduction of AI-powered search.
The Maturing Algorithm and the Shift in Focus
In 2015, the Google algorithm for local search was described as “maturing.” This meant that dramatic swings in rankings were becoming less frequent. Google was increasingly rewarding businesses based on demonstrable quality and authority, rather than easily manipulated tactics. This signaled a move away from quick wins and towards a more sustainable, long-term approach to local SEO. Businesses needed to focus on building a strong online presence rooted in genuine value and consistent data. The emphasis was shifting from simply being listed to being accurately and authoritatively listed.
This maturation also meant that the influence of Google+ on local results was diminishing rapidly. Following the severance of links between Google Plus and Maps, Google Plus for business was largely considered a time-waster for many. While a presence wasn’t necessarily detrimental, it wasn’t a significant ranking factor anymore. Resources were better allocated to other areas of local SEO.
The Rising Importance of User Behavior Signals
A significant trend identified in the 2015 Moz survey was the increasing importance of individual user behavior signals. Google wasn’t just looking at whether someone clicked on a listing, but also at what happened after the click. Factors like time spent on a website, bounce rate, and user engagement were becoming indicators of relevance and quality. This meant that a well-optimized website, providing a positive user experience, was crucial for converting clicks into customers and, ultimately, improving local search rankings. Simply attracting traffic wasn’t enough; businesses needed to keep visitors engaged.
Citations: Quality Over Quantity
Citations – mentions of a business’s name, address, and phone number (NAP) across the web – remained a top five ranking factor in 2015, but their weight was decreasing. The focus was shifting from the sheer number of citations to their quality and consistency. Thin content on citations, or inaccurate information, was no longer acceptable. A single, accurate citation on a high-authority website was more valuable than dozens of inaccurate or low-quality listings. Maintaining consistent NAP information across all online platforms was paramount.
The Power of Local Links
The Moz survey highlighted the growing importance of local links – links from other businesses and organizations within the same geographic area. This demonstrated that how a business was integrated into the local community mattered for local rank. Local sponsorships, chamber of commerce memberships, and participation in local events could all contribute to building valuable local links and boosting search visibility. These links signaled to Google that the business was a legitimate and active member of the community.
Understanding the Weight of Ranking Factors: A Comparative View
The 2015 Moz Local Search Ranking Factors survey provided a detailed breakdown of the weight assigned to various factors. Here’s a comparative look at some of the key elements:
| Ranking Factor | Weight (%) |
|---|---|
| On-Page Signals | 18.4% |
| Citation Signals | 13.6% |
| Link Signals | 13.4% |
| Behavioral Signals | 12.8% |
| Google My Business Signals | 12.4% |
| Localized Content | 8.9% |
| Social Signals | 4.8% |
| Review Signals | 3.9% |
This table illustrates the relative importance of each factor, allowing businesses to prioritize their efforts accordingly. While all factors contributed to overall ranking, on-page signals, citations, and links were the most influential.
The Interplay of Local and Organic SEO
The Moz survey emphasized the inextricable link between local and organic SEO. Link signals, for example, were considered the second-most important ranking factor for both local map pack listings and localized organic rankings. Domain authority, a key metric in organic SEO, was also a significant factor in local search. This meant that a holistic SEO strategy, encompassing both local and organic elements, was essential for maximizing visibility. Businesses couldn’t afford to treat them as separate entities.
Specifically, the survey indicated that “quality of inbound links” was the #2 factor for localized organic ranking, and “diversity of inbound links” was #6. This underscored the importance of building a strong backlink profile, not just for organic search, but for local search as well.
The Role of Local Business Listings: A Detailed Examination
Local business listings, online entries containing a business’s NAP and other details, were fundamental to local SEO. These listings served as the digital equivalent of the traditional yellow pages, providing potential customers with essential information. There were two primary types of listings:
- Structured Citations: Fully filled-out listings on major platforms like Google Business Profile (formerly Google My Business) and Yelp.
- Unstructured Citations: Mentions of a business’s NAP on other websites, without a full listing.
Ensuring accuracy and comprehensiveness across all listings was crucial. Inconsistencies in NAP information could confuse search engines and negatively impact rankings. Automated solutions, like Moz Local, emerged to streamline this process, distributing data to high-quality platforms and continuously monitoring for changes.
Leveraging Local Business Reviews and Ratings
While reviews didn’t have a strong direct influence on SEO ranking, they had a significant impact on attracting potential customers and converting them into actual customers. Positive reviews built trust and credibility, influencing purchasing decisions. Furthermore, the content of reviews was becoming increasingly important, as Google began to analyze review sentiment and keyword relevance. Actively soliciting and responding to reviews was a vital component of a successful local SEO strategy.
The Importance of NAP Consistency
NAP (Name, Address, Phone Number) consistency was, and remains, a cornerstone of local SEO. Any discrepancies in this information across different platforms could confuse search engines and negatively impact rankings. Businesses needed to ensure that their NAP was identical on their website, Google Business Profile, Yelp, and all other online listings. Tools were available to help identify and correct NAP inconsistencies.
A Multi-Faceted Marketing Strategy: Diversification is Key
The 2015 landscape highlighted the need for a diversified marketing strategy. Relying solely on SEO or any single channel was risky. Pay-per-click (PPC) advertising could provide immediate visibility, while social media marketing could build brand awareness and engagement. A well-rounded approach, with multiple channels supporting each other, was the most resilient and effective strategy. This diversification helped mitigate the impact of algorithm changes or fluctuations in any single channel.
Local SEO in 2015: A Snapshot of Key Tactics
Here’s a summary of the key tactics businesses should have been implementing in 2015:
- Claim and Optimize Google Business Profile: Ensure complete and accurate information, including categories, hours, and photos.
- Build Consistent Citations: Focus on quality over quantity, ensuring NAP consistency across all platforms.
- Earn Local Links: Engage with the local community and build relationships with other businesses.
- Optimize Website for Local Keywords: Include location-specific keywords in website content and meta descriptions.
- Encourage and Respond to Reviews: Actively solicit reviews and respond to both positive and negative feedback.
- Monitor Online Listings: Regularly check for inaccuracies and update information as needed.
The Bottom Line: A Holistic Approach to Local Visibility
The 2015 Moz Local Search Ranking Factors survey underscored the importance of a holistic approach to local SEO. Success wasn’t about mastering a single tactic, but about building a strong online presence rooted in quality, consistency, and community engagement. The algorithm was maturing, rewarding businesses that provided genuine value to their customers and actively participated in the local ecosystem. While the specific weights of ranking factors may have shifted over time, the fundamental principles of local SEO – accurate data, strong citations, relevant content, and positive reviews – remain as crucial today as they were in 2015.