Google states that local results come from three things: relevance, distance and prominence. You cannot change distance. You change relevance with your categories, your services and your description. You change prominence with reviews, links, mentions and an active listing. Work on relevance first, because it is the fastest to correct.
The three factors
Google states that local results are based on relevance, distance and prominence. Google also states that a complete listing improves your position.
- Relevance. The match between your listing and the search.
- Distance. The distance from the searcher to your business.
- Prominence. How well known your business is, online and offline.
Google combines the three. A business that is farther away can still win with much better relevance and prominence. This is the reason that the same search gives different results in different parts of a town.
Relevance: the fastest to correct
Relevance is the work that you control completely. Correct these items in this order.
- Main category. One setting, large effect. Use our category finder or read the category guide.
- Additional categories. One for each regular service.
- Service list. Each service as a separate item, in the words that customers use.
- Business description. Your services and your area, in clear sentences.
- Attributes. The options that Google gives for your category, for example "Online estimates" or "Wheelchair accessible entrance".
- Your website. One page for each main service, with the same business information as your listing.
Most listings lose position here. The work takes a few hours, and the effect appears in two to six weeks.
Distance: the factor that you cannot change
Google measures the distance from the searcher, or from the place in the search, to your business address or service area.
This is the reason for the pattern that every rank scan shows. A business is strong near its address, and weaker with each mile.
Three things are true about distance.
- You cannot buy a better distance. A false address is a suspension.
- A second real location gives a second listing. It must be a real place with real staff.
- You can win at a distance with prominence. A business with 200 reviews can appear in areas where a business with 12 reviews cannot.
Prominence: the slowest and strongest
Prominence is your reputation. Google builds it from many signals.
- Reviews. The number, the ratings, the words and the dates. See how to get reviews.
- Links to your website from other websites, especially local ones.
- Mentions of your business on other websites, with the same name, address and telephone number.
- Your position in normal Google results. A website that ranks well helps the listing.
- Activity. Photos, updates and answers to reviews.
Prominence takes months. It is also the factor that competitors copy with the most difficulty.
The order to work in
- Week 1. Categories, services, description, hours, service area. Measure your position before and after.
- Weeks 2 to 4. Photos, one update each week, and the same business information on other websites.
- Month 2. A review system for each customer. Answer all reviews.
- Month 3 and after. Local links and mentions. Service pages on your website.
Work in this order because the early steps are fast and free. The later steps need time.
Four things that do not work
- Keywords in the business name. This breaks the Google guidelines and causes suspensions.
- A virtual office or a mailbox address. Google removes these listings.
- Paid reviews. Google removes them, and the FTC rule applies to the business.
- Many listings for one business. Duplicate listings divide your reviews and break the rules.
Each of these gives a short gain and a long problem.