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Local SEO Ranking Factors You Must Know In 2022

Are you attempting to rank a local business on search engines? If you want to be visible in search engine results and attract more local customers, you should read our guide to the top 7 most crucial local SEO ranking factors.

What are the benefits of learning about local SEO? ranking refers to the process through which search engines determine where specific information should show on a SERP, whereas search visibility refers to the prominence of a piece of content in search engine results.

Hundreds of elements influence a piece of content’s search exposure. Still, the amount of time a piece of content has been on the Internet, the number of backlinks it has, the number of shares it has, and so on are some important considerations.

So, without further ado, here are some local SEO ranking factors that will help you flourish online in 2022.

 Local SEO ranking factors

1. On-Page signals

On-page signals are crucial for local SEO, and a variety of them are taken into account when a website is evaluated for local search rankings. They have an impact on local organic results, accounting for 15% of local ranking factors.

First, let’s discuss keywords. To establish where your site belongs, search engines hunt for relevant keywords. Relevance and placement are two terms that are crucial in this context.

On-page ranking considerations are aided by the presence of crucial facts such as name, address, and phone number (NAP) on pages. This information is used by Google to establish critical proximity details for your rankings.

The mobile-friendliness of your website is another on-page ranking criteria for local SEO. By 2022, location will account for 30% of all Google mobile queries. For both local SERPs and user experience, having your website easily accessible and speedy on mobile devices is critical. People are continuously looking for nearby items and services; by optimizing your pages for local search, you can make it simpler for them to find you.


2. Google My Business: local SEO ranking factor

Google My Business is a free Google product that connects customers with local businesses via Google Maps. It is, without a doubt, one of the most crucial local SEO ranking elements.

Setting up your Google My Business listing correctly is critical to having your business discovered by both Google and potential clients.

Because Google My Business is one of the first things customers see when searching for a company on Google, it’s critical to have your business listed, verified, and controlled there.

Search algorithms analyze and decode where and how your business is shown to consumers in your area using GMB signals such as proximity, contact information, categories, and updated content.

Not only is it critical for businesses to create, claim, and verify their Google My Business listings, but a thorough local SEO strategy will also work to improve the listing’s visibility.

3. Backlinks: local SEO ranking factor

Links are another important local SEO ranking criteria because they help increase a website’s organic search ranks.

Local companies’ backlink profiles help search engines estimate the value of a website through off-page optimization.

After all, when another website connects to yours, it sends traffic and signals to search engines, indicating that the other site respects and validates your material.

Obtaining trustworthy backlinks, on the other hand, might be difficult; local firms should prioritize quality over number.

When high-quality and respected websites connect to your website, it improves your rating by boosting your credibility as a company.

When looking at the statistics, most local firms that rank highly for localized search phrases have very few links and have concentrated on backlinks that are geographically targeted.

number of backlinks (local seo ranking factors)
The relevancy of the links, the inbound anchor text used to link to your site, and the linking domain authority are some of the additional local SEO ranking aspects related with backlinks.

Obtaining connections from relevant industry magazines boosts your website’s domain authority in that area, allowing customers to trust your company and service quality.

Even if they have a smaller impact, outbound links can have an impact on your local SEO ranking. As a result, include links to other reputable external websites on your website.

They will refer readers to other websites where they can discover more information about the subject. This tells local search engines that you’re giving trustworthy facts to back up your content.

Bad backlinks, on the other hand, are something to be wary about. As a result, it’s preferable to assess the site’s quality before deciding whether it can be a reliable linking partner.

You may do this by installing the MozBar chrome extension, which displays the site’s page authority and domain authority. If the number is high, you may be confident that the site is of excellent quality.

However, you’ll need to consider the spam score as well. You should avoid linking to a site with a lot of spam because it could be untrustworthy.

a) Link Building on a Local Scale

Local link construction differs from general link building in a few ways. You’ll need to include links to localized resource directories and blogs.

b) Local Link-Building Techniques

You’ll need to expand your local contacts if you want to attract companies or businesses to link to your website. To obtain local links, reach out to people in the region and follow the stated points.

  • List your company in the most reputable business directory.
  • Collaborate with non-profits, schools, and charities to provide services, scholarships, or event space in your workplace.
  • Get involved in community and other local activities.
  • Start a mentoring program for local students or the community.
  • Make a proposal to local publications and ask your connections to arrange up an interview with significant members of the community.
  • Make contact with local bloggers or a local small business. Set up a link or promotion exchange program with the most relevant contacts.

Getting listed in any of the above-mentioned local resources can help you gain,.edu, connections.

According to a case study on Moz, a business owner received a connection from the Wall Street Journal after establishing a local scholarship and publicizing it in a local newspaper.

Sponsoring and participating in local events will also help you gain visibility in your community. Now, sponsoring does not always imply financial support.

You may assist out by volunteering or donating food. If all goes according to plan, you’ll be increasing your local reputation in no time.

4. Online Citations: local SEO ranking factor

Today’s online directories and citations are the modern-day equivalents of the Yellow Pages.

Citations are useful for disseminating consistent information about a company on the internet and obtaining local backlinks from reputable and authoritative sites.

Directories and citations are used by searchers to locate items and services, as well as their contact information. Citations are used by search engines to verify important information about a company.

NAP consistency will be a key component in local SEO ranking factors in 2022.

Make sure your company name, address, and phone number are consistent throughout all directories and citations.

The usage of directories and citations reassures both search engines and users that your contact information is correct.

5. Online Reviews: local SEO ranking factor

Before making a purchase, customers will nearly always examine all accessible information on a company.

Positive online reviews help to establish your company as dependable, trustworthy, and legitimate. Positive online evaluations will not only influence potential clients’ decision-making processes, but will also factor into local search ranking considerations in 2022.

Businesses who receive a lot of good feedback and evaluations on the internet will see their rankings rise.

The total amount, regularity, diversity, and quality of reviews generated for the business are all factors in local SEO ranking signals.

When a company receives numerous real glowing evaluations for its services, Google interprets this as a sign that customers are satisfied with the services given.

And, because Google prioritizes the user, businesses with positive evaluations will appear higher in local search results.

Encourage satisfied consumers to write positive reviews and ratings on platforms like Google Maps, Yelp, Glassdoor, and Trip Advisor as part of a successful local SEO effort.

online review (local seo ranking factors)
Image Credit: Yot Po

6. Behavioural Ranking Signals

Many behavioural indications are used by Google’s search engines to determine the ranking order of search results.

To put it another way, how people interact and engage with a website, as well as local business listings, can have an impact on your local SEO position.

The Google search algorithm receives ranking signals from user behavior or actions, which indicate if the site is useful, legitimate, and trustworthy.

These signals will be highlighted in the following sections. These characteristics may not have a direct impact on your ranking, but they do focus on ensuring a pleasant customer experience.

Users will spend more time on the website as a result, resulting in a favorable outcome and an improvement in your Google local results.


a) Click-Through Rate

The click-through rate is the first behavior that Google examines (CTR).

It’s the percentage of people who click on your website’s link vs the number of visitors that could have clicked but didn’t.

Remember that the first three search results have a greater click-through rate. The top five results are usually the most relevant to the searcher’s query, thus people tend to click on them.

A high CTR on your website indicates that people are interested in your company. This will boost your local search ranking, allowing you to reach out to more users and potential customers.


b) Pages Per Session

The amount of pages an user visits before leaving your website is another important behavioural signal for local SEO ranking. Pages per session is the term for this. However, it is preferable for visitors to spend time on numerous pages rather than just one or two.

This will keep people on your site for longer, and the increased retention time will help you rank higher in local searches.

c) Organised Navigation

After arriving at your website, visitors should be able to swiftly find the information they require. If you don’t, they’ll quickly leave your site and go to a competitor’s site that offers similar services.

To avoid this, create your website with a well-organized navigation system that is both user- and mobile-friendly.

This will assist consumers in quickly locating what they require. It’s also crucial to have big titles on every page that surrounds a plethora of new ideas.

d) Bounce Rate

The percentage of visitors who quickly return to the search results after arriving at your page is known as the bounce rate. This is one of the few negative local SEO ranking elements that can have an impact on your website’s search engine ranking.

This can happen for a variety of reasons. For example, the visitor may be unable to locate the essential information or the page may load slowly.

To lower the bounce rate, you’ll need to retain people on your website page as a firm in the online economy.


e) Page Speed

Users dislike having to wait for pages to load, which is one of the main reasons for a low bounce rate. They will return to the search results and choose another local company listing if your website page takes too long to load.

To avoid this, track your site’s performance with tools like Google PageSpeed Insights. It will also show you where and how you may speed up your page.


f) Responsive Website Design

Your company’s or business’s website should be responsive, meaning it can adjust to whatever device potential customers are using.

If you’re a local business, bear in mind that most customers use their smartphones to locate nearby establishments. As a result, the site should be mobile-friendly, allowing customers to find your company quickly.

To increase user experience, create and include straightforward navigation to keep potential buyers interested in your page.

Your local SEO ranking and digital presence in the industry will both benefit from upgrades to your website design.

Keep in mind that, beginning of 2019, Google now ranks webpages depending on mobile devices, emphasizing the importance of mobile search.


g) Call-To-Action (CTA)

Create a suitable call-to-action to give users a feeling of direction (CTA). This will raise the amount of pages users visit on your website while also motivating them to download or join up for something.

As customers spend more time on your business or corporation website, these behavioural cues will boost your local SEO position. To direct users to your business phone number, provide a click-to-call button on your contact page.

All of the above rankings are examined carefully by search engines in order to determine which local businesses will receive valuable attention from searchers.

You may launch a local SEO campaign that closely monitors these behavioural indications and makes adjustments to improve the user experience for local searchers.

This will help your GMB listing rank higher in local results to draw more potential clients to your business.

7. Local Content

Local search rankings can be considerably improved by creating content that is relevant to your local community.

Users enjoy interacting with brands on themes that are relevant, relatable, and have a strong sense of community.

Local content can significantly increase local search rankings, since search engines strive to give websites with outstanding value to visitors.

Local content includes blogs, news articles, videos, graphics, and event notices that are relevant to a certain location.

You can dramatically boost local visibility for your business by employing key phrases and location-based terms in the copy to pull users and search engines in.


The first step in your local search marketing journey is to identify the aspects and elements that influence local SEO rankings.

The sooner your company embraces local SEO, the better. Local SEO is becoming increasingly important for both brick and mortar and service-based businesses as competition grows.

Local SEO is no stroll in the park for a small business, as you can see from the local ranking variables stated above.

If you want to see long-term results from local SEO, you’ll need to take a complete and systematic approach that takes into account all of the variables that affect search visibility.

Local SEO is the most powerful and effective way to substantially enhance the quantity and quality of leads received by your  business through organic search.

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