The local ranking of a business refers to its level of visibility in local search results. These results are displayed in various places on Google when a user searches for products or services close to where they are at that moment or when they specify a geographical criterion.
If you find that your business does not often appear among the search results, you need to provide and update the most relevant data in Google My Business in order to enhance your local score and visibility.
Provide comprehensive information and confirm your business
This starts with entering complete and accurate information. Firstly, this will make it clear to searching customers whether you suit their requirements, and secondly, it will increase the frequency with which your business appears for a given search. The key information concerns the products or services offered, your physical address, opening hours, contact method and category. Once this information has been entered, it’s vital to systematically update it as your business changes.
Indicate accurate hours
Providing accurate opening hours for every day of the week is essential because it will help prevent potential customers from making a pointless visit, which would frustrate them and possibly harm your credibility. This recommendation also applies to special hours for holidays and special events, etc.
Manage and respond to reviews
Managing customer reviews can be valuable for two reasons :
- It shows that you value the image your customers have of your business
- It increases your business’ visibility through positive and high quality opinions : when you allow comments to be left by creating a link
Another recommended measure for enhancing your local ranking and potential visits is adding photos (outside and inside views of the business, flagship products and services, special events, etc.).
How Google determines local ranking
Google’s local results are based primarily on three factors :
- Relevance : the relationship between the business' description and the user's search
- Distance : the business' location in relation to the search area
- Prominence : popularity, both online and in the real world
Google provides the following information in this regard :
" These factors are combined to help find the best match for your search. For example, Google algorithms 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, and therefore rank it higher in local results. "