Archive

Local SEO is a Popularity Contest

8th January 2015

There are a lot of factors that contribute to your local SEO and a good placement on Google Maps (and the maps within search results) is a major one.

Some businesses are having trouble getting their listing to come up in local searches, even though the profile is properly optimised and the marker is clearly in the right place. Sometimes it’s just an extremely competitive market, so the maps results go on for a few pages. But on a number of searches, businesses from further away – even places that are outside the searched town or county – rank better than businesses that are physically closer to the location in the search query.

Google’s Approach to Local Search

Google have revealed that click activity actually defines which businesses will appear higher up on this part of the search result, even if it’s geographically further away:

“…our search technology might decide that a business that’s farther away from your location is more likely to have what you’re looking for than a business that’s closer.”

Google’s Local Support have explained that their algorithms could decide that another business is more relevant because that business has been clicked on more.

The problem here is that businesses who appear higher up the map search results are more likely to gain clicks; it almost becomes a self-fulfilling prophecy, which often works against SMEs who may not have the knowledge to make their Google Maps listing attractive to users. The maps are no longer an objective tool that shows users all of the businesses within their searched area, ranked by location – this part of the search results is simply an extension of Google’s web search, which has always been algorithm driven.

Click Through Rate is clearly an important metric to Google, and has been used as a way to determine PPC ad position for a while. It may also contribute to organic rankings (outside of Google Maps). That said, it’s important to remember that it’s not the only way of helping your Map listing rank well; there are a range of factors that allow you to make the listing more attractive and valuable to users, which in turn improves your position in local search.

Lets Get Started Contact Us
Latest News
Unveiling the Power of Local SEO: Why It’s Crucial for Your Business
In the ever-evolving landscape of digital marketing, businesses are continually exploring new strategies to stand out amidst fierce competition. One such strategy that has gained immense significance in recent years is Local SEO. While SEO has been a cornerstone for online visibility, the focus on local optimisation has become increasingly...
Elevate Your Digital Presence: SEO Strategies for the New Year
With a new year just around the corner, now is the perfect time to reassess and revitalise your digital presence. Search Engine Optimisation (SEO) continues to be a crucial element in ensuring your online visibility and success. Here are some effective strategies and tips to up your SEO game in...
How To Curate User Generated Content
In the digital era, user-generated content (UGC) has become a driving force behind marketing strategies. Authentic, relatable, and diverse, UGC possesses a unique allure that traditional advertising struggles to match. From social media platforms to review sites and forums, consumers are actively engaging and creating content, offering valuable opportunities for...