Introduction to Local SEO
Local SEO is a crucial aspect of digital marketing that helps businesses appear in search results when people search for products or services in their area. A recent analysis by Search Atlas has shed light on the importance of proximity and reviews in local rankings. The study examined 3,269 businesses across various sectors, including food, health, law, and beauty.
Key Findings
The study reveals that proximity plays a significant role in driving visibility, accounting for 55% of decisions for positions 1-21. However, as we move to the top ten positions, proximity’s influence decreases to 36%, while review count increases to 26%. Review keyword relevance also becomes more important, reaching 22%. This suggests that while proximity is essential, reviews and review content can be a strong differentiator in achieving top rankings.
What It Means for Businesses
The study’s findings have significant implications for businesses looking to improve their local SEO. Instead of relying solely on their location, businesses should focus on earning more reviews and incorporating service-specific terms into their reviews. This can help them achieve top results and increase their visibility. The report also suggests that Google understands review text semantically, meaning that using service-specific language in reviews can help businesses rank for high-value queries.
How to Apply This to Your Business
To apply these findings to your business, think of proximity as your default setting. Since you can’t change your location, focus on the inputs you can control, such as crafting review requests that use natural, service-specific language. For example, "best dentist for whitening" is more effective than "great service." Additionally, ensure that your Google Business Profile (GBP) name and profile details are aligned with your business and services.
Sector Behavior and Local SEO
While the overall pattern remains consistent, shoppers can exhibit different behaviors across categories. For instance:
- In the law sector, proximity tends to be the most important factor, with reviews playing a secondary role.
- In the beauty sector, reputation signals are more influential, with review volume and keywords also being important.
- In the food sector, review content and profile relevance become especially valuable, particularly in crowded markets.
- In the health sector, proximity is balanced with strong reviews and service alignment in reviews.
Looking Ahead
This study quantifies something practitioners have long suspected: proximity earns you a look, but review content helps you secure the top spot in the close contest. If you can’t change your location, shape the language around it. By focusing on earning more reviews and incorporating service-specific terms into your reviews, you can improve your local SEO and increase your visibility.
Methods and Limits
The authors of the study used XGBoost to analyze grid visibility, GBP metadata, website content, and reviews, achieving a global model that explains approximately 92-93% of the variance. However, they emphasize that feature importance indicates correlation, not causation, and that proximity might be overstated due to fixed grid collection. The results represent a snapshot in time, and businesses should use these insights as guidance, not a strict rulebook.
Conclusion
In conclusion, the study by Search Atlas provides valuable insights into the importance of proximity and reviews in local SEO. By understanding how these factors interact and applying the findings to your business, you can improve your local SEO and increase your visibility. Remember to focus on earning more reviews, incorporating service-specific terms into your reviews, and ensuring that your GBP name and profile details are aligned with your business and services. By doing so, you can stay ahead of the competition and achieve top rankings in local search results.