Compete in Local Google Search Results
To get the success in web based marketplace, search engine marketing is becoming more complicated with each passing day, particularly as Local Google Search Engine Result Pages are becoming more dynamic.
The SERP is no longer following one standard. Zip codes, device types and geo locations are now factors for search queries and resulting in different results for users searching from different locations.
To track your search engine rankings, you must maximize your SEO research and efforts. In this post, I am going to share some localization factors that can help in tracking search engine rankings for local pages.
Dynamic Results Based on Queries
The search engine ranking somehow relies on Google Rank Tracking. Many SEO providers report on single set of ranking data that is âGoogle USAâ. The issue with it just that Googleâs search results factor in many diverse personalized options including the device and location data.
For example, if you search for phrase âhealth insurance providersâ in Mumbai, Google will show you results of local Mumbai health insurance providers along with national providers or some other results with local signals like related news or articles. A user in Jaipur will get different results for same query with same method of filtering in Jaipur location.
Knowledge Graph
You will notice that Google shows lot more content above the organic listings. The Google Knowledge Graph takes some content and displays it above organic results. For instance â answers to queries, weather related queries, movies, time etc.
Another method for this is âNews One Boxâ. It is mainly placed in right side of results. It is consisting of top news story headlines merged with organic results and display result listing in more competitive way.
Next, what you can do is, take the ranking and SERP data and use it to know the competitive landscape and what you can learn in order to succeed.
Localization
Google just love the localized search results! Whenever user performs a search, Google shows results default to the userâs town or zip code. Google alogo takes the query or keyword phrases and decode if there is any link to local businesses or content and then display the results. Along with final result any of the aforesaid rich snippet or knowledge graph data is also displayed.
With the localization, you will get online transactional websites like travel agents, hotels etc. Some results can be local information of destinations, local directories and related news or article websites.
Identify Competitors in Online Local Markets
To track your website traffic and keywords, use Google analytics and webmasters tool. Along with them many tools are available these days that provide you real matrices of SEM data and also suggest for SEO improvements.
Below are some of the best paid technologies that give you competitive intelligence â
- SEMRush
- Searchmetrics
Proper GEO Tagging
Proper geo tag helps search engines to track the locality of your website. There are two types of techniques you can use depending on the type of website you are trying to rank in local region.
- If you are a local business and serves in multiple locations then you must create a geographical hierarchy that gives a logical and organized way to Googlebot to crawl web links. Nested geo hierarchy will be created consisting of URLs and breadcrumbs. (You may pair it with sitemap as well.)
- The nested geo hierarchy and URL structure can be applied on content based posts or pages. Make sure you clean up the URLs before adding any locations. Also verify that whether existing content fits into your local structure or not. To get advantage of existing link equity, you can consider 301 redirecting existing linked content on your local directory.
- Utilize local schema.org markup. It is a super power given by search engines to tell them more particular pages and is very essential for local information. It enables us to add rich data like address, phone and hours that Google looks for in local content.
- If your business location has changed then you must update your address information for your customers. It will be an extra pain but still you have to do this.
Local Links Are Your Best Friends
You must register your business website on authorized local business websites. To win Googleâs trust you can take help of local business platforms to get a local link for your business. Your local links not just provide business information to your targeted users but also very trustworthy for search engines as well.
Some of the authorized local business listing websites is Google Places, Bing, Kudzu, Yelp, Yahoo, Yellow Pages etc. Get a link from them and verify your business.
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