Local SEO success plays a pivotal role in propelling businesses to the forefront of their communities. Understanding and monitoring key metrics are essential components for refining strategies and ensuring that efforts produce desired outcomes. This guide navigates through crucial metrics for local SEO success and elucidates how businesses can harness tools such as Google Analytics and Search Console to gauge and evaluate the impact of their endeavors.
Google My Business (GMB) Insights
GMB stands as the linchpin of local SEO. Scrutinizing insights within the GMB dashboard furnishes invaluable data on how users discover a business on Google, their actions, and other engagement metrics.
Tracking Points
- Search queries that lead to the business.
- Customer actions, encompassing calls, website visits, and direction requests.
- Photo views and quantities.
Local Keyword Rankings
Monitoring rankings for local keywords aids in assessing visibility in local search results. You need to monitor search rankings in different geographies where you provide your services. Eg: If you are have a Chicago locksmith company, you need to track rankings for keywords such as “locksmith near me”, “locksmith in Chicago, IL”, and “locksmith Chicago”, and you need to check these rankings for user location within your service area. It also makes sense to monitor your keyword rankings to measure the performance of your SEO efforts.
Tracking Points
- Targeted local keywords and their current ranking positions.
- Fluctuations in rankings over time.
Website Traffic from Organic Search
Analyzing organic search traffic unveils the website’s performance in local search results.
Tracking Points
- Total organic search traffic.
- Traffic from local search queries.
- Identifying top-performing local landing pages.
Customer Reviews & Ratings
Online reviews wield substantial influence on local SEO and impact consumer trust.
Tracking Points:
- Accumulated reviews and the average rating.
- Review sentiment and prevalent keywords.
- Business responses to customer reviews.
Local Citation Consistency
A uniform business profile across online platforms cultivates credibility.
Tracking Points
- Ensuring consistency in Business Name, Address, Phone Number (NAP).
- Monitoring citations on major local directories.
Click-Through Rate from Local SERP
A high click-through rate (CTR) signifies that business listings are compelling and relevant to users. However, you also need to note that if your business is ranking for non-targeted keywords or appearing way below in search pages, it negatively affects your reported CTR figures.
Tracking Points
- CTR from local map pack and organic results.
- Changes in CTR over distinct periods.
Website Conversion Metrics
Conversions indicate that users are taking desired actions on the website.
Tracking Points
- Conversion rate for local landing pages.
- Recording goal completions, such as form submissions or phone calls.
Mobile Responsiveness and Page Speed
Mobile-friendliness is a pivotal ranking factor for local searches.
Tracking Points
- Evaluating mobile usability through Google Search Console.
- Monitoring page loading speed on mobile devices.
Leveraging Analytics & Search Console
For tracking your website performance in search, monitoring traffic to your website and track your conversions, you can use free tools from Google: Analytics & Search Console.
Google Analytics
- Utilize the “Acquisition” and “Behavior” sections to analyze organic search traffic.
- Set up goals to track specific actions on the site, such as form submissions.
- Explore the “Audience” section to understand user demographics and behavior.
Google Search Console
- Monitor performance reports for search queries, pages, and devices.
- Check for crawl errors and submit sitemaps for improved indexation.
- Utilize the “Links” report to scrutinize sites linking to the website.
Adapting Strategies Based on Insights
Regularly scrutinize and analyze the amassed data, identifying trends, patterns, and areas for enhancement. Employ these insights to adapt local SEO strategies, concentrating on tactics that yield optimal results for the business.
In conclusion, tracking local SEO success necessitates a comprehensive approach, with businesses leveraging insights provided by tools like Google Analytics and Search Console. By understanding and monitoring these key metrics, businesses can refine their local SEO strategies, enhance online visibility, and ultimately attract a broader local customer base.