Imagine your local business ranking in the Google Map Pack for multiple keywords in less than three weeks. And while we have achieved these results for numerous local businesses, I wouldn’t call them typical.
However, I only mention it to illustrate that local SEO differs from Organic SEO, which typically takes at least three to five months to see any significant results.
Local search engine optimization requires specialized knowledge, tactics, and procedures. While implementing the standard SEO process used to achieve organic search results may eventually rank a business so they appear in local searches, including the Google Map Pack, there are much better ways for local businesses to rank highly in local organic results and the Map Pack.
In short, a proper local SEO strategy will increase the likelihood that your business will rank in local business listings, including the Google Maps Pack. Here are some local SEO tips to help you understand local SEO basics.
It’s all About Local Search Results – Especially in the Google Local Map Pack Results

The main goal of local SEO is to get your business listed highly in Google local search results, including Google Maps, with the ultimate goal of being listed in the Google Map Pack – preferably for multiple keywords.
The Google Map Pack matters, mainly because Google Map Pack listings are so prominently displayed in search results. And that local searches are highly likely to turn into a visit to your local business or website, resulting in a sale and revenue in a short period of time.
For this blog entry, we are going to focus on Google. However, many techniques discussed will generally work for other search engines such as Bing, Yahoo, and DuckDuckGo.
First, you need to understand how Local SEO works. Google uses proximity, relevance, and prominence as primary ranking factors when determining where to place a business in local search rankings.
Here’s a complete list of the current local SEO ranking factors. This list is from BrightLocal, a leading local SEO resource, and a NewStar SEO partner. Hint – The Google Business Profile, aka Google My Business listing, is the number one local SEO ranking factor of all the local ranking signals. For this reason, a properly optimized Google Business Profile listing is critical to local SEO.
Local SEO strategies are very specific, and if you are not employing local SEO best practices, you will lose potential customers, as you will have difficulty appearing in local Google search results.
Local SEO Ranking Factors
Proximity

Since these are local searches made by local searchers, it only makes sense that Google will be looking for local businesses with a physical location close to the local customers searching for the particular service.
This is why it’s so important to help Google determine precisely where your business is located. It’s also essential to have your business name, address, and phone number (NAP) accurately displayed on your website and your Google My Business (also known as Google Business Profile).
Using information such as the IP address on a laptop or desktop computer and GPS in a mobile phone, they can determine a user’s location accurately, and if it’s determined the search has local intent, then match it with a business in the local area in local search engine results pages.
And you need to embed a Google Map on each page of your website, showing your business, too. Many special, little-known (but still totally white hat) techniques can also be used to give your business an advantage here. It’s all about making sure Google knows you are in the local area and that ranking your business in search would create relevant local results.
Being an agency specializing in local SEO, NewStar SEO will use all the local SEO tools available to give your business an edge over your competitors and get you into both local organic search results and the Google Local Pack.
Relevance

This is where having great content comes into play. When a search engine like Google indexes your site, they analyze the content, including the different local keywords they detect. They then take your and all of your competitor’s content and try to match it to a user’s search query.
Basically, whoever has the best content wins. But it isn’t just information about your business that’s important.
Remember, we are talking about Google’s local search, so your content needs to include local keywords that indicate you are part of the local community and serving your local audience.
Also, your SEO agency needs to understand how to properly use and distribute your keywords in your site’s content.
Making sure the context of your keywords is clear is of great importance. This is called search intent. For example, Google has to be able to tell the difference between a company building boat docks and a company selling computer docking systems.
Another critical aspect of search intent is targeting keywords with local intent oriented towards purchasing a product or local services instead of just initial research. This is because you are looking for local shoppers ready to take action, not tire kickers.
Prominence
Google loves prominent companies because they believe that a prominent company will be able to serve customers’ needs best. From an SEO standpoint, the best way to make your website prominent is through references to it on relevant, high-authority websites.
However, local SEO differs from organic SEO here as well. With a site focused on only achieving organic results, backlinks from relevant websites to the site are the number one priority.
While all quality inbound links are essential for local search results, it’s crucial to include local backlinks from local sites such as local newspapers, business directories, and local events whenever possible. Local link building is one of the most essential parts of local SEO work.
Also, general business directories, local business directories, and niche directory listings, also called business citations, are almost as important as backlinks in local SEO. By the way, a citation is any time your business information, such as business name, business address, and phone number (NAP) of your business, is mentioned on the Internet.
Almost all citations will be created by building listings for your business on directories. While a good local SEO agency will initiate a citation campaign for your business, a great local SEO agency will know which niche and local citations and location-specific directories will be best for your business.
A good local SEO agency will also know what specific business information and ranking signals need to be included in each business listing, such as a local phone number, complete business description, business hours, and website URL, to ensure it will be as effective as possible for your business.
Also, remember that citations in the wrong directory could actually hurt your search rankings. And a citation that Google and the other search engines don’t index has no value to you. So, it’s essential that whoever creates your business listings knows what they are doing.
Regular posting on social media platforms is also crucial for small businesses, as the posts can help you build both the prominence and relevance of your small business. Social media posts can also increase online traffic to your website and bring new customers to your business.
Another factor related to prominence that Google considers in determining local rankings is the online reputation of a local business. This is why asking your customers to leave online reviews is so important. Online reviews are so critical to local search engine results that we offer online reputation management services to help you get more positive reviews.
There are dozens, if not hundreds, of online review sites. Unsurprisingly, the best, most trusted review site is Google My Business, also known as a Google Business Profile. And in almost all cases, your Google Business Profile will be the best place to focus on getting positive reviews.
One more important tip: with mobile searches making up about 55% of Google’s local search results, it’s become essential that your website is optimized for mobile search and looks good on a mobile phone and tablet screen.
This is especially important as search queries from a mobile phone almost always result in more phone calls to your business.
While there are no guarantees in life, including search results, when all three of these local ranking factors are appropriately addressed, the likelihood your site will rank well in search engines, most importantly Google local search results, including appearing in the Google Map Pack, will significantly increase.
Are you a local business owner looking to grow through great local SEO?
For over 20 years, SEO has been a proven way to grow your local business and increase your leads, sales, and profit from your website. If you have a local business and want to increase business visibility in local Google searches and appear in the Google Map Pack, a well-structured and implemented local SEO campaign is the best way to connect with potential customers.
If you’d like to get an edge over your competitors, we can help. Click here for more information on how to make this happen.