Decoding Local Visibility: Essential SEO Ranking Factors for 2018

The landscape of local search engine optimization (SEO) is in a constant state of flux. As technology evolves – with the rise of wearable tech and voice search being particularly impactful – businesses must adapt their strategies to maintain and improve their online visibility. 2018 marked a significant turning point, with several key factors emerging as crucial determinants of success in local search rankings. This guide delves into those factors, providing a detailed analysis of what mattered most for local businesses striving to connect with customers in their area. Understanding these elements is not merely about improving search engine rankings; it’s about ensuring your business is discoverable when and where potential customers are actively looking for your products or services.

The Evolving World of Local SEO

Before diving into the specifics of 2018, it’s important to understand the fundamental shift in how people search for local businesses. Traditionally, users would type queries into desktop computers. However, the proliferation of smartphones and the increasing popularity of voice assistants like Siri and Google Assistant have dramatically altered this behavior. This means optimizing for mobile-friendliness and conversational search terms is paramount. Local SEO isn’t simply about ranking higher in a list of search results; it’s about appearing in the “local pack” – the map-based results that Google displays for geographically relevant searches. This pack often takes up significant real estate on the search results page, making it a prime target for local businesses. Furthermore, the increasing importance of user experience and immediate information access means that businesses need to provide clear, concise, and accurate information about their offerings.

Google My Business: The Cornerstone of Local Search

Consistently highlighted across multiple sources as the most impactful ranking factor in 2018, your Google My Business (GMB) profile is the foundation of your local SEO strategy. It’s not enough to simply have a GMB profile; it needs to be fully optimized and actively maintained. This includes ensuring the accuracy of your business name, address, and phone number (NAP consistency is vital – more on that later). Selecting the correct primary category for your business is also crucial, as this helps Google understand what services you offer. Beyond the basics, leveraging features like Google Posts, Google Q&A, and uploading high-quality photos and videos can significantly boost your visibility.

According to the 2018 Moz Local Search Ranking Factors study, GMB signals accounted for approximately 25% of the factors influencing local pack rankings – a substantial increase from 19% in 2017. This demonstrates Google’s increasing reliance on GMB as a source of information about local businesses. The platform is designed to be a comprehensive resource for potential customers, and businesses that fully utilize its capabilities are rewarded with higher rankings.

The Power of Online Reviews

Reviews have consistently been a critical component of local SEO, and 2018 saw their importance amplified. Not only does the number of reviews matter, but also the quality, velocity (how quickly you’re accumulating new reviews), and the presence of relevant keywords within the reviews themselves. Positive reviews build trust and credibility with potential customers, while negative reviews provide valuable feedback for improvement.

Encouraging customers to leave reviews on Google’s Write a Review page is a proactive step towards improving your online reputation. However, it’s crucial to avoid soliciting fake reviews, as these can be detrimental to your rankings and damage your brand’s credibility. Responding to both positive and negative reviews demonstrates that you value customer feedback and are committed to providing excellent service.

Here's a comparison of the increasing importance of reviews over time, based on the sources:

Year	Review Impact on Local Pack	Change from Previous Year
2015	Increasing Prominence	N/A
2017	13.13%	N/A
2018	15.14%	+2.01%

Citations and Link Building: Establishing Online Authority

While GMB and reviews are direct ranking factors, citations and link building play a vital role in establishing your business’s online authority. Citations are mentions of your business’s NAP (Name, Address, Phone Number) on other websites. These can include business directories, industry-specific websites, and local chamber of commerce listings. Consistency in your NAP across all citations is paramount. Inconsistencies can confuse search engines and negatively impact your rankings.

Link building, the process of acquiring backlinks from other websites, is another important aspect of local SEO. Backlinks from reputable, locally relevant websites signal to Google that your business is a trusted source of information. Focus on building relationships with other local businesses and organizations to earn natural backlinks.

On-Page Optimization: Laying the Groundwork for Success

Your website is the central hub of your online presence, and on-page optimization is essential for attracting both search engines and potential customers. This includes optimizing your website’s content with relevant keywords, ensuring it’s mobile-friendly, and improving its overall user experience.

Key on-page optimization tactics include:

Keyword Research: Identify the keywords that potential customers are using to search for businesses like yours.
Content Creation: Create high-quality, informative content that incorporates those keywords naturally.
Schema Markup: Implement local schema markup to provide search engines with structured data about your business.
Mobile Optimization: Ensure your website is responsive and provides a seamless experience on all devices.

The Rise of Voice Search and Local Keywords

The growing popularity of voice search necessitates a shift in keyword strategy. Voice searches tend to be more conversational and longer-tailed than traditional text searches. For example, instead of typing “pizza near me,” a user might ask, “Where can I find the best pizza near me that delivers?”

Optimizing for these conversational keywords requires understanding how people actually speak when searching for local businesses. Incorporating location-based keywords into your content and GMB profile is also crucial for capturing voice search traffic.

User Behavior: A Subtle but Significant Factor

User behavior, encompassing metrics like click-through rate (CTR), bounce rate, and dwell time, is a subtle but significant ranking factor. While you can’t directly control user behavior, you can optimize your website and GMB profile to encourage positive interactions.

Here’s how:

Compelling Titles and Meta Descriptions: Write concise, informative titles and meta descriptions that entice users to click on your listing.
User-Friendly Website Design: Ensure your website is easy to navigate and provides a positive user experience.
Complete and Accurate Information: Provide all the necessary information on your GMB profile and website, including your address, phone number, hours of operation, and a clear description of your services.

A Comparative Look at Ranking Factor Weightings

The Moz 2018 Local Search Ranking Factors study provides a valuable snapshot of the relative importance of different ranking factors. Here’s a breakdown of the key weightings:

Ranking Factor	Percentage of Impact
Google My Business	25%
Reviews	15.14%
Links	16%
On-Page Factors	14%
Behavioral	10%
Citations	11%
Personalization	6%
Social Signals	3%

This data highlights the dominance of GMB and reviews, but also underscores the importance of a holistic approach to local SEO.

The Bottom Line: A Multifaceted Approach to Local Success

Local SEO in 2018, and continuing today, wasn’t about focusing on a single tactic. It demanded a multifaceted approach that encompassed optimizing your GMB profile, building a strong online reputation through reviews, establishing online authority through citations and link building, and providing a positive user experience on your website. The rise of voice search and the increasing importance of user behavior further complicated the landscape, requiring businesses to adapt their strategies to meet the evolving needs of their customers. By understanding and implementing these key ranking factors, local businesses could significantly improve their online visibility and attract more customers in their area.