Why Local SEO Matters and the Factors Impacting Visibility

The long-term fate of businesses is increasingly influenced by their ability to build a local search presence. In the current climate, using listing management services, generating customer reviews – and increasing search visibility – will help businesses thrive.

In contrast, as consumers turn to their smartphones for recommendations and reviews, traditions like word-of-mouth just do not offer the results they did in the past. For digital agencies, the ability to recognize high-value strategies and communicate them to clients is more important than ever.

Why Local SEO Is Critical for Local Business Success

A recent study by BrightLocal indicated that the number of consumers using Google to evaluate local businesses in 2022 had risen to 87%. Both data and anecdotal experience all point to the same thing – that without a search presence, local businesses are destined to struggle. Fortunately, by tapping into the local search ecosystem, agencies are perfectly positioned to impact a business’ visibility.

What Local SEO Factors Impact Search Visibility?

As we have seen, local businesses need SEO to reach consumers. But foundational practices like on-page optimization won’t be enough to overcome tough competition. Let’s look at some of the approaches specific to local search marketing.

Leverage Data Aggregators

Data aggregators collect information about businesses and submit it to an extensive network of sources. By leveraging the power of platforms like Data Axle and Foursquare, a client’s business data reaches local search engines, GPS navigation systems, mapping apps, directories and more.

Why is this approach important? Well, one reason was made clear in a post by Mike Blumenthal at Near Media. A recent guidelines update from Google advised that they use third-party sources to check whether a Google Business Profile (GBP) is in good standing.

Mike notes that “this is the first time Google has essentially confirmed that they use trusted data sources such as DataAxle (varies by country) to judge whether a business is eligible.”

Data aggregators are an important pillar of a business’ local SEO strategy. We always knew this, and after all these years it’s great to see Google finally acknowledge that they highly trust the data from these sources.

Focus On Quality Directories

Countless directories accept business submissions, but the quality platforms with high domain authority will offer the best search visibility returns. At Advice Local, we submit to a collection of premier directories – called data enhancers – that are trusted by Google and have their own community of users. Examples of these quality platforms include BubbleLife, BrownBook and eLocal.

Expand Reach With Listing Distribution

Citations have been a key component of local presence management for many years. But submitting to data aggregators, directories and other platforms requires a systemized approach. Listing distribution typically combines manual and automated submissions to ensure accuracy across the network of sites, along with compliance with each listing platform’s guidelines.

Consistency Throughout the Local Search Ecosystem

Incorrect business data is a problem for local SEO, reducing trust in Google’s ability to deliver accurate information to searchers. Therefore, the ability to apply real-time updates across the network is essential. At Advice Local, we use technology to tackle the need for consistency. Our Enhanced GBP Tool for Agencies includes a client data sync, while our Data Amplifier Network incorporates real-time updates and modifications to client data.

Leading SEO Tools and Services for Local Agencies

Advice Local develops SEO and local presence management tools for agencies and marketers. Our dashboard solution and Data Amplifier Network helps agency partners increase search visibility for local business clients. To learn more about our range of solutions, call (214) 310-1356 or request a demo today.