Local search has become more vital than ever to the success of all businesses. As Google continues to update its search algorithm to provide the best results to users, local rankings are getting more attention in achieving search engine rankings.
This is important for businesses that are looking to grow in a specific market. It also provides businesses with a clearer picture of where they’re achieving the greatest traction and what locations need to be targeted.
Analytics tracking tools such as Moz analytics now use local rankings as a major feature in the services they provide to customers. The result is a more tailored measurement of marketing campaigns on a local level.
Local Search
When tracking for local search, using geo-locations that are assigned to keywords helps businesses position themselves higher in the SERPs.
In recent years, Google has become much better at providing local organic search results for non-local queries. Searching for the term “dental care” gives you listings of businesses and resources that are based in your local area.
Google adds localization to searches regardless of the term. This makes it critical to have a firm grasp of your local rankings and gives you new opportunities to position yourself in front of the right audience.
Analytics Tracking
Moz analytics now provides local search tracking. Their tool enables you to track and measure the performance of keywords relative to your city and state. Postal codes can also be used to further specify a location.
As the Google algorithm includes localization in the organic listings it provides, you can better track the value of your local SEO efforts. This improves the return on your investment and can boost conversion rates.
For areas including the US, UK, Australia, and Canada, Moz analytics can provide an even finer level of tracking by specifying your analytics according to individual neighborhoods.
The Future of Local Search
The future of local search is never a guarantee. But Moz will be enhancing its local tracking functionality to give those businesses that rely on local SEO the power to improve their rankings and grow their business.
Users will be able to better track their keywords using geo-modifiers. This helps them distinguish local search terms from more general ones, along with those that are specific to a given postal code.
But when it comes to local rankings, no single method will solve all of your local SEO needs. You should still continue to optimize your efforts across your entire SEO campaign.
Consider the ratings and reviews your business has. These still play a big role in search engine rankings, and are even more crucial to local search. Visible ratings from satisfied customers will lead to a higher number of clicks.
Local rankings are essential to many businesses. Google and other search engines recognize this and continue to update the ways in which they provide search results to users.
If your businesses success depends on reaching a large proportion of the local market, tools such as Moz analytics can help further enhance your ability to track those keywords that will bring you the most success—in your own neighborhood and beyond.
