Understanding the concept of local signals is crucial for businesses aiming to excel in Google’s Local SEO algorithm. These signals are integral components that influence the authority and relevance of a business in a specific geographic area, guiding search bots in determining appropriate rankings. Unlike many other SEO factors, local signals are particularly sensitive to location, with their impact varying greatly within small, localized areas.
Local signals can lead to drastically different search results over short distances. For instance, a search for “Local SEO” in West Los Angeles will yield one set of results, whereas the same search in East Los Angeles might produce entirely different outcomes. This discrepancy arises due to Google’s tendency to prioritize businesses that are geographically closest to the user at the time of the search.
While certain businesses may dominate their niche location, ranking #1, their positions can plummet as the distance from their location increases. Conversely, other businesses maintain a strong presence across a broader radius, securing top 3 rankings across an entire city like Los Angeles, even if they are not as geographically central. The secret to their success? Local signals play a pivotal role.
One prominent type of local signal is the business citation. Essentially, a business citation is an online mention of a company’s name, address, phone number, and website, often found in online directories. These can range from robust platforms like Google Business Profile listings to simpler, more straightforward websites akin to the old-fashioned phonebooks of the internet.
Although human visitors may rarely access these websites, search engine crawlers do. Establishing a strong network of business citations on high-authority and niche local websites can significantly enhance a business’s credibility and visibility. The SEO value of improved citations can lead to substantial returns on investment.
Niche citations, for example, are platforms that focus on specific industries. A restaurant’s profile on Eater or Grubhub would be a prime example. These niche citations can be instrumental in enhancing a business’s visibility and expanding its audience within a particular sector.
In contrast, local citations occur when a business directory, blog, or industry-specific website mentions another local website. These are considered local citations if the linking site is in close proximity to the business’s address. A profile with NAP information on a Los Angeles-based site like losangeles.bizlistusa.com, for instance, would be a local citation for a Los Angeles-based business.
Business citations facilitate user discovery of a business and its contact details, while also conveying local relevance signals to Google, which can positively impact a website’s ranking in that specific region. Algorithms are designed to assess the overall quality of a business’s citation profile, often assigning a score from 0 to 100, with higher scores correlating to better rankings.
Our SEO team embarked on an experiment to test the potential for improving key citation scores, aiming to achieve significant results within just a month. We selected 38 clients with Local SEO services to participate in this challenge. The results were remarkable, with noticeable improvements in local rankings for several important keywords and enhanced placement of Google Business Profile listings on Maps. This improvement translated into increased traffic, leads, and revenue for our clients.
This experiment underscores the profound impact of local signals on a business’s online presence. The impressive outcomes for our clients underscore the value of leveraging local signals in local SEO campaigns. We are committed to employing this strategy in future campaigns to help businesses achieve their growth objectives.
Curious to delve deeper into citations, local SEO, and how Coalition can assist in your business expansion? Contact us at 310-827-3890 to discuss your goals with one of our Digital Strategists. With years of experience enhancing local SEO for clients, our team is eager to elevate your campaign to the next level. We specialize in integrating SEO into local marketing strategies for enhanced brand recognition. Trust the expertise of a leading local SEO company.
