Local Search Ranking Factors 2012
Since 2010 David Mihm has been publishing his annual survey of the top Local Search Ranking Factors and yesterday David announced his ranking factors for 2012.
This year’s list contains 90 positive ranking factors and 30 negative ranking factors.
We use David’s survey to build a detailed checklist and then review each of these factors during our Local Search training workshops.
There were not any real surprises in David’s list and we have been implementing and teaching them for over 2 years.
In this week’s SEO Tip we will discuss several of the more notable positive and negative factors.
#1 – Physical Address in City of Search
Proximity of your business to the searcher is still the #1 ranking factor.
Basically if the searcher is in Long Beach California and is looking for a plumber the results closest to him would appear first.
So if your main business location is based in Anaheim and you want to show up with the results in Long Beach you best start looking for a Long Beach address as a satellite location.
#9 – Local Area Code on Places Page
Another proximity ranking factor that is very important!
As many service based businesses use cell phones it’s not uncommon for the business phone number to be assigned an area code outside the business service area.
This can hurt!
There are several companies such as Call Tracking Metrics where you can obtain a telephone number with your area code and then forward that number to your cell phone.
Another advantage is that you’re also able to track and record these incoming calls.
12 – Individually Owner Verified Places Pages
This is a new ranking factor that I’m personally I’m glad to see!
The reason I suspect that this was added to combat all those supposed local SEO companies who have been spamming your e-mail, making tons of unsolicited telephone calls all promising to be associated with Google in some form.
What in fact they have been doing is hijacking your listing and putting it into their account(s).
Then after you realize that your Google Local Listings are going no where but down and you realize that your paying for non-existent SEO services, these unscrupulous SEO firms make you pay again to release your local listing back to you.
If you’re using some firm or agency for your Local SEO services be SURE that you have access to the account with YOUR own Google account!
#1 Negative Ranking Factor – Mismatch Phone Number Across Data System
The local telephone book lists one telephone number for your business, the ad you just placed in the local newspaper lists another and then you have your home number assigned on your business license and a 800 number on your website.
Be consistent and use 1 telephone number across your entire data system for your main office.
#26 – Address/Suite number same as UPS Store
The same by using a PO Box for your business location; don’t do it!
Are you interested in learning more about local search?
Our 6 hour Local Search Marketing Training videos will provide you with your own SEO Roadmap that will launch your local business to the top of Google’s SERPS.
Also included is a 30 minute segment on how you can start your own local search consulting business.
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6 Responses to Local Search Ranking Factors 2012
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Thanks for sharing Roy. On the #1 problem of having a physical address in the city of search… Could using a virtual office address (Regus etc.) in the target city be a alternate solution? Obviously I don’t want to use a UPS store. Thanks!
Yes, but 1st do a google on that same address you will be using, see what comes up for it now
I did not realize that the location can affect the rankings in the results generated by the key phrase. This would indicate that businesses need to focus their optimization on the location so that they can come up when that local prospect comes calling or in this case, searching for a service provider or seller. You had better make sure your social media profiles are up to date and that you have a Google Places profile.
So then, this would illustrate the importance of having a well optimized google Places listing. I think this is important, even if your business does not have a store front or a physical location from which you do business. Even web based businesses can and should optimize their Google Places listing. My question is what is the difference between a verified Places listing and a standard one? Can a company actually hijack your company listing?
It has become clear to me that if you’re a small business that hasn’t given much thought to how you can benefit from local search, you’re missing out. Optimizing for local search is a fanatic way to reach consumers and get traffic to your site. Phone books are good for little more than testing your strength these days as people turn to search engines in order to be introduced to local businesses that can meet their needs.
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