Local search ranking factors

Earlier this month Moz updated their annual survey of local search ranking factors. The survey aimed to determine precisely what qualities higher authority sites have which lower authority sites lack. Its results can thus be used as a development tool for SEO agents and web designers alike. The survey consisted of several parts, which included a study of the following:

General ranking factors

In this section, the participants in the survey identified eight separate thematic clusters of factors affecting ranking. The factors were found across all three primary local results types (pack/carousel, localised organic and maps) for mobile and for desktop searches. In every instance, a percentage of influence was assigned to each of the thematic clusters, with a total of 100%. This section can be utilised by any businesses that are consistently ranked behind the competition in each type of the results to prioritise their marketing strategies by theme.

Specific ranking factors

The survey asked experts to imagine they were aiding a straightforward business to get started using Local Search. The participants were asked to choose the top 20 out of the 104 most influential ranking factors which would be of greatest help to the client. Participants were then asked to look at this list once more, only this time they were to imagine that they were working with a business that was well established with Local Search. The experts then re-ranked the top twenty factors. The results were tabulated via inverse scoring.

Negative ranking factors

Here, the participants had to consider what were the most damaging factors affecting ranking. They listed thirty negative ranking factors from most damaging to most benign.

Below is an infographic which demonstrates the key points raised by Moz’s survey. The results make for interesting reading and you are more than welcome to share:

Local search ranking factors 2103


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