It is difficult to direct your business to Google’s local search results and attract the right customers.If your instruments point you in the wrong direction, or you look at them, it’s more difficult Incorrect, Or you have seen the wrong instrument.
In local SEO, it is easy to waste precious time and energy on irrelevant goals, non-existent problems or cumbersome numbers to cover up important numbers.The end result is you waste time reduce workload Factors that have the greatest impact on your business, Will usually achieve the opposite effect you want.
I spend a lot of time with clients (Long-term, audit and consulting) Focus on one thing and call out another thing. The following are the most common stupid and unimportant metrics I have found, which are the criteria for your success or failure in your local visibility work. I also explained the benchmarks I recommend to pay attention to.
Goofy Index #1: Total website traffic.
That is, the total traffic measured by Google Analytics or any third-party tools you may use. It doesn’t matter whether we are talking about unique identity + repeat customers, or just unique identity. There are two basic problems with this indicator:
1. Total visits will not tell you how many visits flow to pages that cannot help you get customers.Suppose you have a blog Post or page Take the foot-until now it has brought you 30% of the monthly traffic.This is a good resource, but its popularity Never seems to correspond to business growth. Maybe your “money” page (the page where local customers find and act on local results) can still function normally.
2. The total traffic will not tell you how visible Your business is. It only tells you how many people dropped into your website through Google (or who visited your website directly and never visited Google).Remember Google’s Continuous effort So that searchers always pay attention to search results and stay away from your website accordingly.
Therefore, even if your search visibility drops, your visits may look completely normal (no matter how much “normal” has an impact on your business), or even if your visits seem to shrink, your visibility Sex can still be great.
Better indicators: # total Impressions, According to Google Search Console. For your entire website, specific pages, specific queries, etc. The number of impressions will tell you how many people actually viewed the page (or the entire website) in the search results, regardless of whether they eventually clicked. (Actually, Search Console will show your impressions, but Google Analytics will not. This is one of the reasons why I tend to pay more Pay attention to Search Console, Especially for troubleshooting. )
Getting more people to click on low-click-through rate pages is a challenge you can solve. This is also the case if you see a page that has received fewer clicks and fewer impressions: in this case, you can easily determine when the trend started, whether it only affected that page and which search term it targeted A sagging has occurred (see the “Inquiry” tab).
You might want to zero the visibility (total impressions) of the search terms you want to rank for (not the brand search terms). The impression given to me by people searching for your company by name does not tell you your overall popularity in local searches. Brand awareness is a given benchmark.
Of course, it’s still wise to focus on total traffic, because it can alert you to more specific issues that you want or need to identify. Just don’t pay attention to it blindly, because it will never tell the complete story, nor will it help you figure out what to do.
Goofy Metric #2: “Average Position” in Google Search Console and certain position trackers.
The reason is simple: In Search Console, “Average Position” is not localized. Therefore, it might say that a certain page on your website is ranked 117th in “Pittsburgh Plumber”, even if it is ranked 4th in the organic search results that people see when they type in “Pittsburgh Plumber”, maybe you also Rank 2 has the same terminology in Google Maps 3-pack. Search Console will not tell you these two facts, nor will it tell you many “local” ranking tracking tools (I would rather not name them).
Again, this is only a problem, because your instrument will tell you that something went wrong when it might actually be good. This can cause you (or an easily frightened SEO person) to mess things up by changing things that not only don’t need to be changed, but it can also help you gain the visibility you have.
Better metrics: either the number of impressions in Search Console (as I mentioned before) or you Anonymous ad preview and diagnostic tool, Or both. The latter is great because you can set the default search location and see exactly where Google pastes you. The only problem is that it only displays the first page of search results, so it won’t tell you whether a word ranks 49th or 50th. However, it will show you the display position in the 3-pack and when you are anywhere on page 1. These are usually facts you really want to know.
Goofy Index #3: The number of words in which you rank #1.
Just like #1 in the Google Maps 3-pack, it is one of the natural search results, or both.At least in a sense, “#1” translates to less visibility than before. This is because of the location of Google Ads (sometimes Local service advertisement) Has been stuffed, and how these ads are getting pushed down more and more. Another problem is how we get used to seeing all kinds of nonsense ranking first.We rely more on Google to tell us what our choices are than choices Ok.
Better metrics: The number of terms you rank for the obvious location to click. When all other conditions are equal, it is of course best that you rank first. However, if you are ranked 2nd on the map, and you have the most comments on Google, and have the highest average rating, and the result of ranking 1 is la feet, then you are still in the position of a cat and bird. Similarly, if you are ranked 3rd in the organic search results, but the title + description is the most noticeable, or the best business name, or there are other organic search results or some Google Maps rankings or excellent PPC on the same page The ad acts as your backup ad dancer. You can get more business from the best results on the page, not just the highest results.
Goofy Index #4: The number of links to your website.
You can buy thousands of links now and tell me how much it helps your ranking. I hope you will find that these are of little help. (It may be a little bit, but sooner or later you will be at risk of algorithm or manual punishment.) Whether it is a 3-person combination or a natural result, you will still be ranked in the forefront of equally annoying competitors.A less dangerous way to understand what I mean is to use a backlink checker of your choice (I like Ahrefs) Check the 6 local businesses that you think are the highest priority: how many links do the 3 highest ranked businesses have, and how many links do the next 3 (#4-6) have? Is each of the first 3 links more than the last 3 links? You may find that the number of links varies greatly.
Better indicators: related Link to your website, Especially specific pages that you think are of higher priority. When I say a link is “relevant,” I mean it comes from a site that is related to your industry, is related to your city or region, or both. In my experience, the importance of links is more important than anything else.
Goofy Index #5: Number of comments.
What if you have the most reviews but have an average rating of 2.9 stars? Or is your average rating good, but the positive comments are too concise and look forced or false? Or are all comments old?
Better metrics: In terms of number of reviews and average rating, how many local search terms your business should choose is the obvious choice?
I’m talking about Google Maps/3-piece results and search results in review sites (such as Yelp, Zillow, Houzz, HealthGrades, Avvo, TripAdvisor, etc.). On your bunch of reviews or competitor’s bunch of reviews, you may be very clear whether you need to research based on average rating, number of reviews, or other metrics.
Goofy Index 6: The number of five-star reviews.
This is a red herring for many reasons, but first there is one reason: usually, a five-star rating is not Impressive or persuasive.The searcher clicks on the comment list and reads some of it, and the commenter usually doesn’t why They choose and like a business.
Better metrics: Number of super reviewers: People who have commented on you on multiple websites, who have written almost a comment containing sales information, including pictures, people who have spouses, family members or friends are also commenting on you, you are because of the facts Knowing reviews will drive business development (because customers and even reviewers say so), etc. I realize this is a vague definition, so it is up to you to decide who constitutes the online “cheerleader”.The key is you Get more By tracking and increasing the number of these people, instead of fixing the number of 5-star reviews.
Goofy Index #7: Page Speed According to Google PageSpeed insights.
Generally, sites that load quickly are great. However, don’t be obsessed with it, because the fastest website is not necessarily the most visible or most profitable website.If page speed is a big factor, then you will go all out and put some Strategic words on the page And get close to 100/100 power. Some companies with fairly good SEO teams seem to recognize that page speed is one of many goals that can be balanced with other goals, and you don’t need a perfect score.
Better indicator: how much Strong competitorIs the website faster than yours? I’m talking about a website trumping your website, or you actually know a website that brings a lot of business, or both. Try to make your website more informative, more persuasive, easier to use and faster than those sites, even if your ranking is far from the perfect 100 points. Bear – other campers.
By the way, here are some of the “indicators” that I usually overlook too much attention:
- Domain authorization (Moz) or domain rating (Ahrefs) of your website
- “Last 30 days” statistics from Google My Business Insights
- Moz local “completeness” score
- Yeast “optimized” score
They have a place in the world, but they do not tell you the progress of your local SEO work.
Can you think of other nutty local SEO metrics that I haven’t mentioned?
Am I too harsh on benchmarks that you think are useful for diagnosis? why?
What is your favorite (or least favorite) indication of victory or trouble?
Post a comment!