Listings are absolutely essential in the world of Local SEO. Even a minor error could mean missing out on a ton of potential customers every year. From what we’ve gathered, listings hold a powerful spot in search results, often showing up before other entries on Google.

Here’s something interesting: both Google and Bing have noticed that more than 20% of desktop searches and about 50% of mobile searches are looking for local info! Google reveals that four out of five people use search engines to scout for local products, services, or activities.

Getting on that first page of search results is crucial. According to HubSpot, a whopping 75% of users don’t even bother going past the first page. Plus, searches including “near me” have been on the rise, literally doubling between 2016 and 2017 and they haven’t shown any signs of slowing down, based on Google Trends data.

What Exactly is a Listing?

Think of listings as these handy snippets of info that pop up on various platforms like Google, Bing Places, Yelp and Yellow Pages. They pack all the crucial details about a business. It’s kind of like a digital phone book that shows up right when people need it. Google local listings are very important because they get a prime spot on the map at the top of Google’s first page.

It’s vital to load your listing with as much information as possible. The basics like name, address and phone number (NAP) are a must, but adding reviews, photos, hours and a solid description of your business can really help drive people further along in their decision-making.

The Real Deal About Listings

You’re practically invisible online if you don’t have a Google My Business page set up for your local venture. But creating a listing is just the beginning. Many people think that once their listing is up, the job is done. 

However, just having a listing isn’t enough to ensure it gets noticed. Google doesn’t just show the nearest three options in the local “3-pack.” They aim to display listings that best match what the searcher is looking for, which means the ranking process is a bit more involved than it seems. Google advises us to focus on three things to rank at the top: relevance, prominence and proximity.

1. How Relevance Connects You to Your Customers

Relevance is all about how well your content matches what your customers are looking for. This is where the magic of keywords really plays a crucial role. Both your main website and your Google My Business listing should clearly communicate what you offer.

Imagine running a pizza shop but never using the word “pizza” on your website, opting to call them “pies” instead. It’s likely you won’t show up in search results when someone types “pizza near me.” Always consider what terms your ideal customers are likely to search for.

Keywords are vital, but so is a robust description on your Google My Business profile and selecting the right category tags. For instance, as a pizza joint, you might think to tag yourself just under “Restaurant.” However, specificity wins the game here. Tagging yourself as a “Pizza Restaurant” directly targets those looking for a slice. Opting for one or two precise categories will serve you better than several broad, less accurate ones.

2. The Role of Prominence in Your Online Visibility

Prominence is essentially how well-known your business is on the internet. Google operates on the belief that a business that’s reputable offline will likely have a significant online footprint. This means Google looks at your business’s overall popularity by checking other sites and directories like Yelp or local news outlets. This is why having inbound links and mentions across these platforms can elevate your ranking.

Engagement with your community doesn’t just have to be online. Participating in local events or getting featured in local media—even without a direct link to your website—can still positively affect your online rankings. Engaging in community service can boost your reputation both online and off.

The impact of customer reviews and your activity on social media can’t be overstated when it comes to prominence. Reviews signal to both potential customers and to Google that your business is legitimate and credible. It’s wise to actively respond to all reviews, showing that you value customer feedback. However, beware of accumulating too many reviews too quickly, as this can trigger red flags with Google. Aim for a steady flow of feedback instead. 

Remember, local listings are about more than just setting up a profile. They’re part of a broader ecosystem that includes various websites to determine the best match for search queries. Tools like Moz Local provide detailed visuals that explain how these connections work, showing just how interconnected these elements are in enhancing your online presence.

3. Understanding the Role of Distance in Local Searches

When it comes to local search results, one crucial factor is how close you are to the person looking for your services—even if they don’t have GPS enabled. Google is very smart and can estimate your location based on available information. It’s important to remember that you might not be the only game in town; there could be other well-placed competitors nearby. Ever wondered why they might be ranking higher than you? Try searching for your own services and see what other businesses pop up and what they’re doing right.

A handy tip is to include a direct link to your business location on your website. Search Engine Land suggests adding a link to a map in the footer of your site that points directly to your Google My Business listing. This strategy helps create a smooth connection between your website and your Google listing, potentially boosting your local SEO.

Key Takeaways to Boost Your Local SEO

Keeping your listings accurate and up-to-date is critical for any business aiming to rank well locally. It’s also essential to look at your overall digital footprint if you want to climb higher in local search rankings. Remember, the same SEO hurdles that can keep your site from ranking on search engines might also be blocking your listing from visibility. Here’s a checklist to guide you in the right direction:

• Make sure your business name, address and phone number are consistent across all platforms—your website, listings and other citations.
• Optimize for the keywords you want to rank for.
• Choose specific category tags and provide detailed business descriptions.
• Stay engaged online by maintaining your social media presence, responding to reviews and interacting with local customers.
• Embed a map on your website that links to your Google My Business location.
• Keep an eye on what your competitors are doing.
• Ensure your website is mobile-friendly to cater to local searchers on the move.

Building a digital presence requires time and commitment, but the payoff is worth it. Considering working with experts like those at TPM can help ensure that your listings are not only visible but also effective in attracting customers.

Curious to learn more? Contact Our Search Engine Optimization services and see how they can transform your online presence.