Behind the Scenes: How Google Decides Your Business's Prominence and Ways to Supercharge It!

Understanding Google’s Local Search Algorithm

The three major ranking pillars that I will discuss are relevance, proximity, and prominence. By understanding each core pillar, you can set yourself (and your clients) up for success in local search and conquer Google’s local algorithm.

Prominence refers to how popular and well-known a local business is offline. It takes into account factors such as brand reputation, customer reviews, and overall visibility within the community. Prominent businesses, such as famous museums or landmark hotels, are more likely to appear in local search results.

Relevance determines how closely a local business matches a user's search query. Google analyzes various sources of information, but having a completed Google Business Profile (GBP) is crucial for ensuring relevance. Optimizing your GBP with keywords related to your products and services can help improve your business's relevance in search results.

Distance is a crucial factor in local search rankings. It is determined by the user's location and the proximity of local businesses. Generally, businesses closer to the user have a higher chance of appearing in local maps results. However, if another business further away has better relevance to the search query, it may outrank closer but less relevant businesses.

Best Way to Think About Prominence

Think of prominence as how well your brand stands out from the rest (in a positive way). This can come in several forms: links; articles; directories; mentions; reviews; etc. It is the trust and credibility your brand has built up with search engines.

Brands that have a stronger online prominence seem more credible and trustworthy to the Google local algorithm. We know that search engines (especially Google) pull data from all across the web. So essentially, if your brand is out there on the web, search engines will find this data and give you a prominence score. Let’s take a look at some important ways you can build up, maintain your brand prominence, and grow your economic position.

How to Improve Prominence and Local Rankings

Now that we understand the significance of prominence in local search rankings, let's explore some strategies to enhance your business's visibility and improve its Google rankings:

1. Complete and Optimize Your Google Business Profile

Start by ensuring that your Google Business Profile is complete and up-to-date. Provide accurate information about your business, including your address, phone number, website, and business category. Optimize your GBP by incorporating relevant keywords in your business description, services, and products.

2. Encourage Customer Reviews and Ratings

Positive reviews and ratings are essential for improving your business's prominence. Encourage satisfied customers to leave reviews on platforms like Google My Business, Yelp, or industry-specific review sites. Respond promptly to both positive and negative reviews, demonstrating your commitment to customer satisfaction.

3. Build Citations and Mentions

Enhance your business's prominence by building citations and mentions across the web. Citations are mentions of your business's name, address, and phone number (NAP) on external websites, directories, and social media platforms. Seek opportunities to be featured in local publications, industry blogs, and online directories to increase your brand's visibility.

4. Foster Local Partnerships and Collaborations

Collaborating with other local businesses and organizations can significantly boost your prominence. Consider sponsoring community events, participating in local charity initiatives, or partnering with complementary businesses to cross-promote each other. These partnerships can generate positive mentions, backlinks, and increased visibility within your community.

5. Leverage Social Media and Online PR

Active engagement on social media platforms can improve your business's online prominence. Share valuable content, engage with your audience, and respond to inquiries promptly. Additionally, develop a strategic online PR campaign to secure press coverage, interview opportunities, or guest blogging opportunities. These efforts can enhance your brand's visibility and reputation.

6. Optimize Your Website for Local SEO

While prominence primarily focuses on off-site factors, it's essential to optimize your website for local SEO as well. Include location-specific keywords in your website's meta tags, headings, and content. Ensure your website is mobile-friendly, loads quickly, and provides a seamless user experience.

7. Monitor and Adapt to Changing Trends

Search algorithms and user behaviors constantly evolve, so it's crucial to monitor and adapt to changing trends. Stay updated with the latest SEO best practices, algorithm updates, and industry news. Regularly review and update your Google Business Profile, website, and online presence to maintain your business's prominence.

Wrap Up

Prominence, along with relevance and distance, significantly impacts your business's local search rankings. By focusing on enhancing your business's offline popularity, earning positive reviews, building citations, and fostering local partnerships, you can improve your prominence and increase your visibility in local search results. Remember to stay proactive, adapt to changing trends, and consistently optimize your Google Business Profile and website to ensure long-term success in local SEO.