A study by Search Atlas has revealed some groundbreaking facts about vital factors to drive local business through Google Business Profile (earlier called Google My Business). It was backed by a data analysis, which made it more dependable and helpful.
We know that local SEO is easy to approach, shows quicker conversions, and builds a good customer base. But following the correct approach is a precondition to achieve all these.
Let’s break down the inferences of the study and see its relevance in digital marketing.
The Key Pointers Of The Study
Search Atlas analyzed 3,269 local businesses across the globe to understand ranking patterns. They came up with some valuable insights that prioritize 3 main factors responsible for brand visibility.
Proximity
The analysis has shown that proximity is the leading facet for visibility. Even the niche-specific data also shows location as the key determinant.
Here is what Norman Wang, Founder of Lead Oracle AI, said is worth mentioning.
He backed proximity as a driving factor in local SEO and also suggested changing the Google Business Profile from a service-area business to a physical business location. See what he suggests.
Review
Reviews are the next dominant factor surfaced in the analysis, having around 20-25% influence on the business. This means the business with a good and favorable review count outranks others. Reviews work wonders when implemented properly. Even a good review strategy can strengthen AI trust.
Relevance
Relevance is the secondary factor that encompasses other peripheral facets like profile relevance, review keyword relevance, and category relevance. Although it’s not as influential as the above factors, it still matters to get a good response on Google Business Profile.
Also Read: Google Tightens Disclosure Rules For Ads
Opinion of Digital Marketers
Google Business Profile is one of the most crucial dimensions in stimulating local business. But verifying it is even more important, as said by Norman Wang, Founder of Lead Oracle AI.
Additionally, Alex Wells, CEO of Imprint Digital, has clearly affirmed that Google Business Profile drives more business than the website and also recommended updating and posting more information and photos, and accurate contact details on it.
The reviews are also considered a great tool not just for Google Business Profile but also for improving overall brand visibility in organic search, as well as in AI overviews and AI mode, as suggested by Steve Davies, a digital marketing expert and founder of LocalBizNet.com.
In a Nutshell
All these factors are applicable to single- or multi-location SEO strategies, which work for a brand having stores at different locations, and each branch demands tweaks in SEO approach. But constant updates, mentioning accurate information, and extending best service are a prerequisite for realizing the business goals and raising conversions.
Next Read: Google AI Search Optimization Guide: Strategies to Improve Visibility
