Relevance refers to how well your business listing matches a user’s search query. The more relevant your Google Business Profile (GBP) information is to what the searcher is looking for, the better your chances of appearing in search results.

Best Practices for Relevance:

• Optimize Your Google Business Profile (GBP):
• Ensure that your business name, address, phone number (NAP), and business categories are accurate and up-to-date. Use specific and relevant business categories to describe your services.
• In the business description section, include keywords that are relevant to the services or products you provide, but avoid keyword stuffing. Write in a natural, informative tone that addresses customer needs.
• Regularly upload high-quality photos showcasing your business, services, and products. Visual content helps customers understand what you offer and increases engagement.
• Consistent NAP Information Across the Web:
• Make sure that your business’s name, address, and phone number are consistently listed across all platforms—your website, social media accounts, and directories (Yelp, Facebook, etc.). Any discrepancies can confuse both users and search engines, which can hurt your local SEO rankings.
• Optimize Website Content:
• Your website should be a reflection of your services and location. Include relevant local keywords in your meta titles, headers, and on-page content, but focus on user intent rather than stuffing keywords for the sake of SEO.
• Create local landing pages for each location if you have multiple branches. Each page should be tailored to the area it serves, featuring relevant keywords, local landmarks, and service descriptions.

Pro Tip: Use tools like Google’s Keyword Planner or Google Search Console to identify the types of local queries your potential customers are using. Incorporate those keywords and search phrases into your GBP and website content to improve relevance.

sProximity is all about how close your business is to the person performing the search. This is one of the most critical factors for local SEO, particularly for mobile users searching “near me” or using location-specific keywords.

Best Practices for Proximity:

• Accurate Location Information:
• Keep your physical address and contact information accurate and up-to-date on all online platforms, particularly on your Google Business Profile. This ensures that Google knows exactly where your business is located and can show it to users searching nearby.
• Use Local Keywords:
• On your website and GBP, include location-specific keywords in your descriptions. For example, instead of simply saying “plumbing services,” say “plumbing services in Miami, FL.” This helps Google match your business with users searching for services in your geographic area.
• Geotag Your Photos:
• When uploading photos to your Google Business Profile or other online directories, consider geotagging them with your business’s location. This provides search engines with more signals about your physical location and strengthens your proximity ranking factor.
• Engage with Local Communities:
• Participate in local events, partnerships, or sponsorships that are relevant to your industry. Mention these community efforts on your website and Google Business Profile. Being tied to local happenings can strengthen your proximity signal to search engines.

Pro Tip: Google Maps Embeds can be an effective tool to create a maps link back to your GBP that shows your exact location. Embed this on your website’s Location page and contact page to make it easier for users to find you. This is also a great way to tell Google that this page is about this GBP! 

Prominence is a measure of how well-known and trusted your business is in the local area. Google evaluates your business’s prominence by analyzing factors such as reviews, backlinks, local citations, and overall brand recognition.

Best Practices for Prominence:

• Encourage and Manage Reviews:
• Positive reviews are one of the most powerful signals of trustworthiness and can significantly impact your local rankings. Encourage satisfied customers to leave reviews on your Google Business Profile. Respond to every review—positive or negative—as this shows that you’re engaged with your customers.
• Make sure reviews highlight specific services or products. Detailed reviews that mention particular aspects of your business (e.g., “Great customer service when installing my AC system”) can help boost your relevance and prominence.
• Earn Backlinks from Local Sources:
• Backlinks from other reputable websites to yours are a strong indicator of authority. Seek out local directories, blogs, or news outlets that can link back to your website. Guest blogging on local websites or collaborating with local influencers can also help build backlinks.
• Submit Your Business to Local Directories:
• Local citations (mentions of your business on other websites, even if they don’t link back to you) can help improve your prominence. Ensure your business is listed in trusted local directories like Yelp, TripAdvisor, and industry-specific sites.
• Regular Updates and Engagement:
• Keep your Google Business Profile fresh and active by regularly posting updates, special offers, or events. Businesses that frequently update their profiles and engage with customers are more likely to rank higher in local searches.
• Optimize for Local Media:
• If your business has been mentioned in the local news or covered by a well-regarded publication, make sure to feature those mentions on your website. Being associated with prominent local publications signals trust and credibility to both Google and potential customers.

Pro Tip: Use Google Posts to regularly update your GBP with promotions, events, or new offerings. This not only engages your audience but also signals to Google that your business is active and up-to-date, which can boost your prominence.

The three pillars of local SEO—Relevance, Proximity, and Prominence—form the foundation of any successful local SEO strategy. By ensuring your business information is accurate, your website is optimized for local keywords, and you’re actively engaging with your community through reviews and local partnerships, you can significantly improve your visibility in local search results.

Regular audits of your online presence, including Google Business Profile updates and maintaining consistency across platforms, will help you stay relevant and competitive in 2024. Businesses that prioritize these factors can expect to see better rankings, higher customer engagement, and increased trust from both search engines and users.

Implementing these best practices will ensure that your brand remains at the top of local search results, connecting you with more customers and driving growth for your business.

Ready to boost your local SEO? Implement the strategies we’ve discussed and see the difference in your search rankings. Share your success stories and challenges with us—let’s grow together!