NEWS

Introduction

Google is the most widely used search engine in the world, helping billions of people every day find the information they are looking for. An important aspect of how Google works is the algorithm that determines what search results users see. For local searches – searches in which a geographic location plays an important role – Google uses a specific algorithm to ensure that users see the most relevant results for their location. In this article, we discuss how Google’s algorithm works for local searches, what factors affect the ranking of results, and how businesses can improve their visibility in local searches.

What are local searches?

Local searches are searches where the user wants to see results related to a particular geographic location. This can be explicit, as with search terms such as “restaurants in Oudenaarde,” or implicit, such as when someone searches for “hairdresser” and Google understands that the user is probably looking for a nearby barber shop.

Local search is becoming increasingly important as consumers often perform searches via their mobile devices when looking for products or services in their area. As a result, businesses that are highly findable locally are more likely to attract new customers.

How does Google’s local search algorithm work?

Google uses a complex algorithm to determine which businesses and services are displayed in search results for local searches. This algorithm takes several factors into account to ensure that the most relevant results are displayed for the user. We can divide the main factors that influence Google’s local search algorithm into three categories: relevance, distance and prominence.

1. Relevance

Relevance refers to the degree to which a business listing matches what a user is searching for. Google tries to show the most relevant results by comparing the content of the business listing to the user’s search term.

Here, Google looks at the information in a Google Company Profile, such as the description of the business, the category in which the business is placed, and the products or services offered. The better this information matches the search query, the more likely the business will appear in local search results.

It is therefore essential that businesses ensure their Google Company Profile is complete and accurate. Proper category classification and detailed business information help Google understand what the business offers, leading to more relevant search results.

2. Distance

Another important factor Google uses when determining local search results is distance. This refers to how far a business is from the location mentioned in the search or the user’s current location.

For example, if a user searches for “bicycle store in Kluisbergen,” Google will display businesses located in Kluisbergen or close to Kluisbergen. When no specific location is mentioned in the search query, Google determines the distance based on the user’s known location, often using GPS data or IP address.

For local businesses, this means that their location information must be accurate to qualify for local search results. It is important to make sure the business address is entered correctly in Google My Business and is consistent across all online platforms.

3. Prominence

Prominence refers to how well known or popular a business is, both online and offline. Google measures prominence by several factors, including the company’s online reputation, the number of reviews, the quality of the reviews, and how well a company is listed on other websites.

Businesses with a strong online presence, lots of positive reviews and listings on other relevant platforms will rank higher in local search results. Google also takes into account the number of links to a business website, news articles or listings in local directories, all of which contribute to a business’s prominence.

In addition, a company’s overall SEO strategy plays a role. Businesses with a well-optimized website and that rank high in Google’s organic search results are also likely to perform better in local search results. Therefore, a combination of local SEO optimization and broader online marketing strategies is essential to be highly visible.

Google My Company (Google Business Profile)

An essential tool for businesses to become visible in local searches is Google My Business, now also called Google Business Profile. This free platform allows businesses to create and manage a business profile, and provides Google with important information about the business, such as address, business hours, phone number and categories of products and services offered.

Businesses can also upload photos, promote events and respond to reviews, all of which help to increase business relevance and prominence. In addition, Google My Business allows businesses to appear in the so-called “Local Pack,” the box of three local results that often appears at the top of the search results page, below the paid ads but above the organic search results.

Tips for optimizing Google My Business

To increase the chances of appearing in local search results, it is important for businesses to optimize their Google My Business profile. Here are some tips:

• Complete and accurate business information: Enter all relevant details, such as address, opening hours and contact information.
• Choose the right categories: Make sure the primary and secondary categories reflect exactly what the company does.
• Use relevant keywords: Add keywords in the descriptions that are relevant to your products or services, e.g., regional products.
• Collect and respond to reviews: Businesses with lots of positive reviews tend to be ranked better. Also respond to reviews, both positive and negative, to show that you are engaged with your customers.
• Regular updates and posts: Use the option to post updates or offers to keep your profile active.

Local search results and the “Local Pack”

The “Local Pack” is an important part of local searches on Google. This is the block of three businesses that appears at the top of the page when users search for a local service or product. Each business in the Local Pack includes the business name, a link to Google Maps, the address, business hours, and often a link to the website.

Google shows only the three most relevant businesses in the Local Pack, and the selection is based on the same factors as the broader local search results: relevance, distance and prominence.

The importance of mobile search

Mobile devices have dramatically changed the way people search for local businesses. Studies show that the majority of local searches are conducted via cell phones, often by people on the go who want to take immediate action.

Google often takes into account the user’s real-time location in mobile searches to show the most relevant local results. It is therefore crucial for businesses to ensure a mobile-friendly website and optimize their business profile for mobile users.

Google’s algorithm for local search is a powerful tool for businesses looking to increase their local visibility. By paying attention to the key factors – relevance, distance and prominence – and by optimally managing the Google My Business profile, businesses can increase their chances of ranking high in local search results to attract more customers. It is an ongoing process of optimization and keeping up with the latest developments in local SEO strategies, but the rewards in terms of new customers and growth can be enormous.