You’ve worked hard to set up your business, but no matter how much effort you put into your online presence, you’re still not ranking in local search results. It can be frustrating when potential customers search for your services, yet your business remains hidden in the lower pages of Google.
The truth is, getting your business to rank locally isn’t just about having a website—it’s about making sure Google recognises your relevance and credibility. Without understanding how Google determines local search rankings, it’s easy to feel lost and overwhelmed.
Luckily, improving your local rankings is possible with the right knowledge and approach. In this guide, we’ll walk you through the key factors Google considers and how you can optimise your business for local search.
Understanding Google’s local search ranking factors
When someone types a search query like “plumber near me” into Google, the search engine considers several factors to decide which businesses to show. Google’s goal is to offer the most relevant, trustworthy, and useful results to the user. To achieve this, Google relies on three main factors for local search rankings:
Relevance
Relevance refers to how well your business matches the searcher’s query. Google wants to know whether your business offers the exact services or products the searcher is looking for. To improve your relevance, you should:
- Ensure your business name, description, and website clearly reflect the services you offer.
- Use relevant keywords in your website content, business listings, and social media profiles.
Distance
Distance is about how close your business is to the person searching. Google tries to show results that are nearest to the user’s location, which is why having your correct address listed everywhere is crucial. Make sure you:
- Add your business’s exact address in Google Business Profile (GBP) and other online listings.
- Include your location throughout your website and optimise your website for local keywords, such as “Manchester plumber”.
Prominence
Prominence measures how well-known and credible your business appears. Google looks at online reviews, backlinks, and mentions across the internet. To increase your prominence, you should:
- Encourage satisfied customers to leave positive reviews on Google.
- Build local backlinks by collaborating with local businesses or getting featured on local news sites.
- Keep your online profiles active by regularly posting updates, offers, or news.
Optimising your Google Business Profile
Your Google Business Profile (GBP) is a critical tool for improving local search rankings. It’s what appears in Google Maps and search results when people look for local businesses. Here’s how to optimise your GBP for better rankings:
Complete your profile
Ensure all fields in your GBP are filled out accurately, including:
- Business name
- Address
- Phone number
- Website
- Operating hours
- Services offered
A complete profile helps Google understand your business better and shows you’re an active, legitimate company.
Add high-quality images
Google prioritises businesses with engaging visuals. Upload photos of your storefront, products, or team members to give potential customers a sense of your business. High-quality images can make your profile more appealing and encourage clicks.
Collect and respond to reviews
Positive reviews improve your local ranking. Encourage happy customers to leave reviews and make sure to respond to them—whether the review is good or bad. Engaging with reviews shows Google that you value customer feedback.
Optimising your website for local search
Beyond your Google Business Profile, your website plays a significant role in your local search rankings. Here’s how to ensure it’s optimised for local SEO:
Include location-specific keywords
Use keywords related to your business and location throughout your website. For example, if you run a café in Manchester, include phrases like “Manchester café” or “best coffee shop in Manchester” in your titles, headings, and content.
Create local content
Write blog posts or articles that focus on local events, news, or partnerships. This helps show Google that you’re an active part of the community, which can improve your relevance for local searches.
Make sure your site is mobile-friendly
Many local searches are done on mobile devices. Ensure your website is easy to navigate on smartphones and loads quickly, as Google considers user experience when ranking sites.
Tools and services to help improve your local ranking
To make local SEO easier, you can use several tools and services:
- Google Analytics: Track your website’s performance and see which pages attract the most traffic.
- Moz Local: Ensure your business information is consistent across the web.
- BrightLocal: Monitor your local search performance and get insights into how to improve it.
Conclusion
Improving your local search rankings doesn’t have to be complicated, but it does require a strategic approach. By focusing on relevance, distance, and prominence, you can boost your visibility in local search results. Remember to keep your Google Business Profile updated, optimise your website for local SEO, and use helpful tools to stay ahead.
Taking these steps can help ensure that when potential customers search for your services, your business shows up where it matters—at the top of the local search results.