This post is NOT trying to sell a service and is intened as a self-help guide. It hopefully explains some of the key ranking factors and lists the most important free platforms on which to build an online presence. Follow the advice in it and you'll be on the way to higher rankings. It's based on current SEO best practice and practical experience.
Common jargon :
A search on Google for a local business produces a pretty standard page format on a desktop. At the top is a box of 3 results called the local pack (from GMB), and below that are the first 10 listings known as the organic results from online websites. There may also be some paid ads linking to landing pages of websites who are paying to get their ad higher on page 1.
You do not need a website to register with GMB but do need one to appear in the organic and paid ads (although it is possible for a business directory listing to rank in organic results on its own, ahead of the directory it is on).
According to studies page 1 results receive as much as 92% of all clicks, or put another way only 8% of users look beyond page 1 to page 2 and lower. The first result in the organics gets approximately one third of all clicks and the remaining clicks correspond to rank meaning higher results get more clicks, and lower rankings get fewer
Ideally websites want to rank in the top 3 local pack and highly on page 1 organic results. But of course, that's easier said than done.
An online presence isn't the only way of growing your business, nor is it the fastest. But it is another option to consider and when done well generates enquiries on a regular, ongoing basis all year round. If canvassing isn't for you then definitely look to get online.
G00GLE BUSINESS PROFILE
Google Business Profile is the new name for GMB, a free platform that allows you to register your business with Google's business directory. You do NOT need a website to register and it allows you to list the services you offer, get reviews and respond to them, display photos, promote special offers and more.
Although it's not essential to have a website to register with GMB there's no doubt that having a site with pages of content optimsed using keywords that you have selected as categories on GMB is an excellent way of supporting your business profile and improving your ranking.
I'll try and put that a little more clearly. A website increases your online footprint and when correctly optimised with the right keywords it makes your business more relevant to those categories.And relevance is key in the way Google ranks results.
The local pack and organic results share many of the same ranking factors but each also has its own unique algorithms and other factors it places more or less emphasis on. Location is of particular importance with the local pack and Google is likely to produce results based on businesses closest to the searcher at the time they do the search (the majority of internet searches are now made on mobile phones). The importance of proximity also changes with different keywords / industries.
In the past proximity was based on the town centre but not anymore as GPS technology has got more sophisticated and accurate.
The most recent comprehensive analysis of GMB ranking factors conducted in late 2021 identified 132 potential factors that affect rank.
'
Traditional SEO methods still have their place on GMB and it is possible to optimise listings.
2 key factors are keywords in business name and choosing the most relevant primary category.
Keywords in business company names and domain names continue to be highly influential and give a ranking boost. Exact match domains are not essential and any relevant keyword(s) can help, e.g. www.ABC window cleaning services.co.uk will still be useful for anyone searching for window cleaner or window cleaners.
Google understands the close connection between keywords and realises the searcher's intent is basically the same whichever term they use. This is due to a process they've developed known as LSI or latent semantic indexing.
So if you're yet to decide on a business name, or looking to rebrand, consider using 1 or more keywords. Locations should also be treated as keywords.
Businesses often have matching business name and domain name (www......) but they don't have to match, e.g. B & Q have the domain www.diy.com. Don't worry too much about getting exactly the keyword-rich domain you want and by now all the most obvious names will probably be taken, e.g. www.windowcleanertownX.co.uk.
Don't resort to filling a name with hyphens to get an available domain as Google tends to view hyphenated domains as being spammy. And they are - it's a deliberate attempt to manipulate rankings with an exact match domain. There are far better ways of trying to boost your SEO.
When choosing your primary business category be as specific as possible and only choose the most relevant. If you offer ad ons select secondary categories that are directly relevant to content on your website. Don't choose vaguely related options e.g. if you're a window cleaner don't also select additional categories like 'domestic cleaning' or 'house cleaning'. They are completely different. As a general rule, if a category doesn't accurately describe your service (i.e. include a keyword) don't use it.
Obtain reviews and respond to them. Reviews on Google are a definite ranking boost.
Reviews can also help website ranking. Google reviews are best but " a more diverse review platform" is even better. Google only trusts third party reviews from a few select sites such as Yell, Yelp, Freeindex and Scoot. Five good reviews on 2 or 3 of these sites plus more on Google would be ideal. Reviews that include keywords are better still.
Reviews need to include 'positive sentiment', i.e. supported by some text. 5 star reviews without comment are of limited use, if any.
Try to obtain reviews steadily rather than in surges
All reviews are potentially useful but on most sites they're irrelevant R.E. SEO purposes. Reviews on your own website have no bearing on SEO and facebook likes are irrelevant.
Google only trust reviews on sites that have some form of checks to prevent fake reviews left by business owners.
Do use photos on GMB and before uploading rename them with a keyword rich filename and include locations e.g. our-pure-water-window-cleaning-service-in-Tinbuktu. Use a hyphen to separate each word. Also do this with website alt tags as part of image SEO.
Ensure your business info/ name/ address / phone no. is entirely accurate and consistent everywhere including your website.
Address accuracy is more important for businesses with a physical location and you do not need to display your home address on every website page. But each page should include business name and phone number within the actual text. Do not just add to a logo or other photo because Google can't read text in images.
Do include full NAP details on your home and contact pages.
NAP consistency - ensure you always use the same format everywhere for name, address & phone number , e.g. if you abbreviate Avenue to Ave that's fine, but once a format is chosen stick to it. This even includes the use of spaces in phone numbers or displaying a continuous number without spacing, and keep business hours consistent.
Don't use your home address as a business address for Google Maps unless it is somewhere customers can visit, is clearly signed as such and is staffed during normal office hours. You provide services at the customers location. Your home address should not be displayed on your profile.
A great many businesses abuse this particular rule and get away with it. But if the algorithm picks up on it your listing will probably be suspended and rectifying it is not straightforward. Google are not easy or helpful to deal with and are unlikely even to tell you what you've been suspended for. You'll have to work it out, correct it and resubmit for consideration. Don't go there.
The more engaged you are with GMB the better your chances of ranking well. Update it regularly with new photos and/ or posts. Be location-specific to boost your local relevance.
Add a link on your website to your GMB page and link from the profile back to your website.
It is possible to obtain a specific link that customers can use to leave a review.
Fill out all information fields where you have something to add.
Business profiles are verified by sending you a code through the post. You are allowed one profile per service area.
If you have access to more than one address in the same town it's not a good idea to claim multiple listings for the same business - you could get suspended from GMB.
As well as getting caught by the algorithm you can also be reported by competitors or the public for breaking the rules. If Google decides there's a rule violation they may well suspend you and you can't appeal it There probably won't even be any human involvement in the process because it's all automated.
Google make the rules and break them at your peril.
In summary, important ranking factors for the local pack =
I would advise everyone with a profile to make themselves familiar with Google's guidelines. Don't just take my word for it, find out for yourself.
Common jargon :
- SERPS - search engine results pages
- Local pack - box of 3 listings from Google's directory appearing at top of page 1
- Google Business Profile (formerly GMB) - free business listing on Google's directory
- GMB - Google My Business
- Organic results - 10 listings per page produced by the search engine algorithm
- Paid Ads - listings that usually appear above organic results but can also show at bottom of page. The number of ads displayed varies according to demand for the keywords and their order is based mainly on ad quality and relevance and maximum bids / budget
- Keywords - search terms used by searchers to find services
- Anchor text - the highlighted words you click to open a link
- Ranking Factors - factors determining where a listing ranks in SERPS and local pack. Google can consider more than 200 different factors in producing SERPS
- Citations - online references of your business that include NAP (name, address,phone no.).Typically business directories.
- Data Aggregators - companies who compile business data and sell this to other listings. Google also uses this data.
- Google Page 1 - the holy grail (anyone who guarantees getting you onto page 1 is lying and misleading you. No one can guarantee it and none of us can guarantee anything that is beyond our control).
- Bing and Yahooo - 2nd and 3rd placed search engines in UK based on market share
- SEO - search engine optimisation = optimising a website so that it ranks higher in search results
- Backlinks - a link from another website pointing to a page on your site. Links are hugely influential in higher search rankings and they should come from websites relevant to your page they're linking to, and more authoritative sites carry more weight.
- Spam - attempts to manipulate search ranking, i.e. doing something to try and rank higher
- Domain authority - a metric created by Moz as a measure of your online reputation (a free download is available as an add on with Chrome if you want to check D.A. yourself).
- Recommended reading includes Google Webmaster Guidelines and Beginners Guides on sites such as Moz, Hubspot (Neil Patel) and Backlinko (Brian Dean). They're my top 3 SEO experts and they really do understand the subject in ways others don't. Other good newsletters / updates come from sites like Search Engine Journal and Search Engine Land
A search on Google for a local business produces a pretty standard page format on a desktop. At the top is a box of 3 results called the local pack (from GMB), and below that are the first 10 listings known as the organic results from online websites. There may also be some paid ads linking to landing pages of websites who are paying to get their ad higher on page 1.
You do not need a website to register with GMB but do need one to appear in the organic and paid ads (although it is possible for a business directory listing to rank in organic results on its own, ahead of the directory it is on).
According to studies page 1 results receive as much as 92% of all clicks, or put another way only 8% of users look beyond page 1 to page 2 and lower. The first result in the organics gets approximately one third of all clicks and the remaining clicks correspond to rank meaning higher results get more clicks, and lower rankings get fewer
Ideally websites want to rank in the top 3 local pack and highly on page 1 organic results. But of course, that's easier said than done.
An online presence isn't the only way of growing your business, nor is it the fastest. But it is another option to consider and when done well generates enquiries on a regular, ongoing basis all year round. If canvassing isn't for you then definitely look to get online.
G00GLE BUSINESS PROFILE
Google Business Profile is the new name for GMB, a free platform that allows you to register your business with Google's business directory. You do NOT need a website to register and it allows you to list the services you offer, get reviews and respond to them, display photos, promote special offers and more.
Although it's not essential to have a website to register with GMB there's no doubt that having a site with pages of content optimsed using keywords that you have selected as categories on GMB is an excellent way of supporting your business profile and improving your ranking.
I'll try and put that a little more clearly. A website increases your online footprint and when correctly optimised with the right keywords it makes your business more relevant to those categories.And relevance is key in the way Google ranks results.
The local pack and organic results share many of the same ranking factors but each also has its own unique algorithms and other factors it places more or less emphasis on. Location is of particular importance with the local pack and Google is likely to produce results based on businesses closest to the searcher at the time they do the search (the majority of internet searches are now made on mobile phones). The importance of proximity also changes with different keywords / industries.
In the past proximity was based on the town centre but not anymore as GPS technology has got more sophisticated and accurate.
The most recent comprehensive analysis of GMB ranking factors conducted in late 2021 identified 132 potential factors that affect rank.
'
Traditional SEO methods still have their place on GMB and it is possible to optimise listings.
2 key factors are keywords in business name and choosing the most relevant primary category.
Keywords in business company names and domain names continue to be highly influential and give a ranking boost. Exact match domains are not essential and any relevant keyword(s) can help, e.g. www.ABC window cleaning services.co.uk will still be useful for anyone searching for window cleaner or window cleaners.
Google understands the close connection between keywords and realises the searcher's intent is basically the same whichever term they use. This is due to a process they've developed known as LSI or latent semantic indexing.
So if you're yet to decide on a business name, or looking to rebrand, consider using 1 or more keywords. Locations should also be treated as keywords.
Businesses often have matching business name and domain name (www......) but they don't have to match, e.g. B & Q have the domain www.diy.com. Don't worry too much about getting exactly the keyword-rich domain you want and by now all the most obvious names will probably be taken, e.g. www.windowcleanertownX.co.uk.
Don't resort to filling a name with hyphens to get an available domain as Google tends to view hyphenated domains as being spammy. And they are - it's a deliberate attempt to manipulate rankings with an exact match domain. There are far better ways of trying to boost your SEO.
When choosing your primary business category be as specific as possible and only choose the most relevant. If you offer ad ons select secondary categories that are directly relevant to content on your website. Don't choose vaguely related options e.g. if you're a window cleaner don't also select additional categories like 'domestic cleaning' or 'house cleaning'. They are completely different. As a general rule, if a category doesn't accurately describe your service (i.e. include a keyword) don't use it.
Obtain reviews and respond to them. Reviews on Google are a definite ranking boost.
Reviews can also help website ranking. Google reviews are best but " a more diverse review platform" is even better. Google only trusts third party reviews from a few select sites such as Yell, Yelp, Freeindex and Scoot. Five good reviews on 2 or 3 of these sites plus more on Google would be ideal. Reviews that include keywords are better still.
Reviews need to include 'positive sentiment', i.e. supported by some text. 5 star reviews without comment are of limited use, if any.
Try to obtain reviews steadily rather than in surges
All reviews are potentially useful but on most sites they're irrelevant R.E. SEO purposes. Reviews on your own website have no bearing on SEO and facebook likes are irrelevant.
Google only trust reviews on sites that have some form of checks to prevent fake reviews left by business owners.
Do use photos on GMB and before uploading rename them with a keyword rich filename and include locations e.g. our-pure-water-window-cleaning-service-in-Tinbuktu. Use a hyphen to separate each word. Also do this with website alt tags as part of image SEO.
Ensure your business info/ name/ address / phone no. is entirely accurate and consistent everywhere including your website.
Address accuracy is more important for businesses with a physical location and you do not need to display your home address on every website page. But each page should include business name and phone number within the actual text. Do not just add to a logo or other photo because Google can't read text in images.
Do include full NAP details on your home and contact pages.
NAP consistency - ensure you always use the same format everywhere for name, address & phone number , e.g. if you abbreviate Avenue to Ave that's fine, but once a format is chosen stick to it. This even includes the use of spaces in phone numbers or displaying a continuous number without spacing, and keep business hours consistent.
Don't use your home address as a business address for Google Maps unless it is somewhere customers can visit, is clearly signed as such and is staffed during normal office hours. You provide services at the customers location. Your home address should not be displayed on your profile.
A great many businesses abuse this particular rule and get away with it. But if the algorithm picks up on it your listing will probably be suspended and rectifying it is not straightforward. Google are not easy or helpful to deal with and are unlikely even to tell you what you've been suspended for. You'll have to work it out, correct it and resubmit for consideration. Don't go there.
The more engaged you are with GMB the better your chances of ranking well. Update it regularly with new photos and/ or posts. Be location-specific to boost your local relevance.
Add a link on your website to your GMB page and link from the profile back to your website.
It is possible to obtain a specific link that customers can use to leave a review.
Fill out all information fields where you have something to add.
Business profiles are verified by sending you a code through the post. You are allowed one profile per service area.
If you have access to more than one address in the same town it's not a good idea to claim multiple listings for the same business - you could get suspended from GMB.
As well as getting caught by the algorithm you can also be reported by competitors or the public for breaking the rules. If Google decides there's a rule violation they may well suspend you and you can't appeal it There probably won't even be any human involvement in the process because it's all automated.
Google make the rules and break them at your peril.
In summary, important ranking factors for the local pack =
- Keywords in business name
- Specific, accurate primary & secondary categories
- Reviews
I would advise everyone with a profile to make themselves familiar with Google's guidelines. Don't just take my word for it, find out for yourself.
