Unpacking the Local Search Ranking Factors for 2021 & Beyond

7 Figure Agency
Local SEO Strategies and
Tactics for 2021
DARREN SHAW
Whitespark, Founder & President
@darrenshawwhitespark
@DarrenShaw_

SEO since 1998
Real quick about me
DARREN SHAW
Founded Whitespark in 2005
Speak at conferences around the world
Mozcon, SearchLove, Pubcon, Local U
Whitespark provides software and services to
improve rankings and conversions from
Google's local results
Over 130,000 users
Research and write about local SEO - including
the industry standard local search ranking factors
survey

WHAT WE'LL COVER TODAY
@DarrenShaw_
Results from the latest Local Search Ranking Factors Survey
How to increase conversions from your Google listings
Common local SEO myths
Your to do list to improve local rankings and conversions

THE LOCAL SEARCH RANKING
FACTORS SURVEY

DEVELOPED BY DAVID MIHM 12 YEARS AGO
@DarrenShaw_

THE TOP EXPERTS IN LOCAL SEARCH
Aaron Weiche
Adam Dorfman
Allie Margeson
Amanda Jordan
Amy Toman
Andrew Shotland
Andy Kuiper
Andy Simpson
Ben Fisher
Blake Denman
Brian Barwig
Brodie Clark
Carrie Hill
Casey Meraz
Cindy Krum
Claire Carlile
Colan Neilson
Conrad Saam
Cori Graft
Dan Leibson
Dana DiTomaso
Dani Owens
Darren Shaw
Dave DiGregorio
David Mihm
Eric Rohrback
Greg Gifford
Gyi Tsakalakis
Joel Headley
Joy Hawkins
Krystal Taing
Lisa Kolb
Mary Bowling
Matt Lacuesta
Mike Blumenthal
Mike Ramsey
Miriam Ellis
Nick Pierno
Niki Mosier
Nyagoslav Zhekov
Phil Rozek
Elliot Haines
Tim Capper
Yan Gilbert
@DarrenShaw_

DOWNLOAD THEIR COLLECTIVE LOCAL
SEARCH KNOWLEDGE TO YOUR BRAINS
Aaron Weiche
Adam Dorfman
Allie Margeson
Amanda Jordan
Amy Toman
Andrew Shotland
Andy Kuiper
Andy Simpson
Ben Fisher
Blake Denman
Brian Barwig
Brodie Clark
Carrie Hill
Casey Meraz
Cindy Krum
Claire Carlile
Colan Neilson
Conrad Saam
Cori Graft
Dan Leibson
Dana DiTomaso
Dani Owens
Darren Shaw
Dave DiGregorio
David Mihm
Eric Rohrback
Greg Gifford
Gyi Tsakalakis
Joel Headley
Joy Hawkins
Krystal Taing
Lisa Kolb
Mary Bowling
Matt Lacuesta
Mike Blumenthal
Miriam Ellis
Nick Pierno
Niki Mosier
Nyagoslav Zhekov
Phil Rozek
Susan Hallam
Tim Capper
Yan Gilbert
@DarrenShaw_

@DarrenShaw_
https://whitespark.ca/local-search-ranking-factors/

For Local/Pack rankings, to what extent do
each of the following thematic areas of local
search contribute to rankings at Google?
QUESTION 1A: THEMATIC PACK/FINDER
@DarrenShaw_

THIS IS A LOCAL PACK
@DarrenShaw_

THIS IS THE LOCAL FINDER
@DarrenShaw_

Google My Business
Citations
On-page
Links
Reviews
Behavioral Signals
Personalization
THESE ARE THE 7 THEMATIC AREAS
@DarrenShaw_

HOW THE THEMATIC AREAS ARE SCORED
@DarrenShaw_

LOCAL PACK/FINDER
33%
GMB
Reviews
On-page
Links
Behavioral
Citations
Personalization
16%
15%
15%
8%
7%
6%
@DarrenShaw_

CHANGES OVER TIME
10
4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
Personalization
GMB
Reviews
On-page
Links
Behavioral
Citations
Personalization
@DarrenShaw_

THE RISE OF GMB
33%
25%
15%
20%
10
0
10
20
35
30
25
15
5
GMB
GMB
@DarrenShaw_

THE DECLINE OF CITATIONS
7%
11%
17%
16%
10
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Citati
ons
Citati
ons
@DarrenShaw_

For Local Organic rankings, to what extent do
each of the following areas of local search
contribute to rankings at Google?
QUESTION 1B: THEMATIC LOCAL ORGANIC
@DarrenShaw_

THESE ARE LOCAL ORGANIC RESULTS
@DarrenShaw_

LOCAL ORGANIC
6%
GMB
On-page
Links
Reviews
Behavioral
Citations
Personalization
32%
31%
10%
6%
7%
7%
@DarrenShaw_

PACK/FINDER vs LOCAL ORGANIC
10
4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
Personalization
GMB
Reviews
On-page
Links
Behavioral
Citations
Personalization
@DarrenShaw_

Which individual factors do you think have
the biggest impact on Local Pack/Finder
rankings?
QUESTION 2A: LOCAL PACK/FINDER
@DarrenShaw_

CONTRIBUTORS DRAG & SORT FACTORS
(SO PAINFUL)
@DarrenShaw_

THEN I SCORE THE FACTORS BASED ON HOW
EACH CONTRIBUTOR RANKED THEM
20 points
19 points
18 points
17 points
Etc.
@DarrenShaw_

THEN I ADD UP THE POINTS FOR EACH FACTOR
TO GET AN AGGREGATE SCORE
@DarrenShaw_

651
644
618
493
264
261
226
220
216
213
188
181
164
139
128
Topical (Product/Service) Keyword Relevance Across Entire Website
Primary GMB Category
Keywords in GMB Business Title
Proximity of Address to the Point of Search
Physical Address in City of Search
Additional GMB Categories
Quality/Authority of Inbound Links to Domain
Keywords in Native Google Reviews
High Numerical Google Ratings (e.g. 4-5)
Removal of spam listings through spam ghting
Completeness of GMB Listing
Veri ed GMB Listing
Quantity of Native Google Reviews (w/text)
Keywords in GMB Landing Page Title
Quality/Authority of Inbound Links to GMB Landing Page URL
L
0 100 200 300 400 500 700
600 650
550
450
350
250
150
50
TOP 15 LOCAL PACK/FINDER FACTORS
@DarrenShaw_

PRIMARY CATEGORY IN GMB
#1
Primary GMB
Category
@DarrenShaw_

SEE YOUR COMPETITORS CATEGORIES WITH GMBspy
http://sprk.it/gmbspy
@DarrenShaw_

KEYWORDS IN THE GMB BUSINESS NAME
#2
Keywords in GMB
Business Name
@DarrenShaw_

KEYWORDS IN THE GMB BUSINESS NAME
@DarrenShaw_

PROXIMITY TO SEARCHER
#3
Proximity of
Address to the
Point of Search
@DarrenShaw_

Most businesses will
rank #1 when
searching from the
business location
@DarrenShaw_

But won't even rank in
the pack when searching
from surrounding
neighborhoods
@DarrenShaw_

DID YOU KNOW?
Local rankings are often
different on every street corner.
@DarrenShaw_

PHYSICAL ADDRESS IN CITY OF SEARCH
#4
Physical Address
in City of Search
@DarrenShaw_

PHYSICAL ADDRESS IN CITY OF SEARCH
@DarrenShaw_

ADDITIONAL GMB CATEGORIES
#5
Additional GMB
Categories
@DarrenShaw_

ADDITIONAL GMB CATEGORIES
@DarrenShaw_

JUST MAKE SURE THE ADDITIONAL
CATEGORIES ARE RELEVANT TO YOUR BIZ
@DarrenShaw_

PRO TIP
Update your categories
regularly. Google is adding new
categories all the time.
@DarrenShaw_

https://www.sterlingsky.ca/google-my-business-category-changes/
@DarrenShaw_

#6
Quality/Authority
of Inbound Links
to Domain
QUALITY/AUTHORITY OF INBOUND LINKS
TO DOMAIN
@DarrenShaw_

WE'RE TALKING ABOUT LINKS FROM
ANOTHER WEBSITE TO YOUR WEBSITE
@DarrenShaw_

vs
SOME LINKS ARE BETTER THAN OTHERS
@DarrenShaw_

#7
Keywords in
Native Google
Reviews
KEYWORDS IN NATIVE GOOGLE REVIEWS
@DarrenShaw_

#8
High Numerical
Google Ratings
HIGH NUMERICAL GOOGLE RATINGS
@DarrenShaw_

SPAM FIGHTING!
#9
Removal of spam
listings through
spam ghting
@DarrenShaw_

PLUS 85 OTHER FACTORS
@DarrenShaw_

the biggest impact on Local Organic
rankings?
QUESTION 2B: LOCAL ORGANIC
@DarrenShaw_

REMINDER: THESE ARE LOCAL ORGANIC RESULTS
@DarrenShaw_

535
367
345
340
323
319
318
289
276
259
251
249
237
217
203
Geographic (City/Neighborhood) Keyword Relevance of Domain Content
Volume of Quality Content on Entire Website
Keywords in Anchor Text of Inbound Links to Domain
Mobile-friendly/Responsive Website
Domain Authority of Website
Diversity of Inbound Links to Domain
Quantity of Inbound Links to Domain
Quantity of Inbound Links to Domain from Industry-Relevant Domains
Volume of Quality Content on Service Pages
Keywords in Domain
Quantity of Inbound Links to Domain from Locally-Relevant Domains
Click-Through Rate from Search Results
L
0 100 200 300 400 600
550
500
450
350
250
150
50
TOP 15 LOCAL ORGANIC FACTORS
@DarrenShaw_

535
345
318
276
259
251
217
Keywords in Anchor Text of Inbound Links to Domain
Domain Authority of Website
Diversity of Inbound Links to Domain
Quantity of Inbound Links to Domain
Quantity of Inbound Links to Domain from Locally-Relevant Domains
L
0 100 200 300 400 600
550
500
450
350
250
150
50
SUMMARY: BUILD LINKS
@DarrenShaw_

@DarrenShaw_
https://whitespark.ca/blog/7-easy-local-link-building-tactics/

367
340
323
319
289
249
237
Volume of Quality Content on Entire Website
Mobile-friendly/Responsive Website
Volume of Quality Content on Service Pages
Keywords in Domain
L
0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 320 340 360 380 400 420
SUMMARY: ADD CONTENT & OPTIMIZE WEBSITE
@DarrenShaw_

YOUR LOCAL ORGANIC
VISIBILITY IS IMPORANT
BECAUSE...
@DarrenShaw_

WHEN YOU IMPROVE RANKINGS HERE...
@DarrenShaw_

...YOU'LL IMPROVE YOUR RANKINGS HERE
@DarrenShaw_

For local pack results, what factors have you
been focusing on MORE in the past year?
QUESTION 3A: FOCUSING ON MORE
@DarrenShaw_

265
243
166
154
126
Primary GMB Category
L
0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300
WHAT'S HOT IN 2020
@DarrenShaw_

For local pack results, what factors have you
been focusing on LESS in the past year?
QUESTION 3B: FOCUSING ON LESS
@DarrenShaw_

372
316
241
224
211
Quantity of Structured Citations (IYPs, Data Aggregators)
Consistency of Citations on Other Citation Sources
Quantity of Structured Citations (IYPs, Data Aggregators)
Enhancement/Completeness of Citations
BBB Accredited
Consistency of Citations on Data Aggregators
L
0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 320 340 360 380 400 420
WHAT FACTORS ARE YOU FOCUSING ON LESS?
@DarrenShaw_

1) Audit and cleanup on the top 12 sites: Google, Bing, Apple, data aggreagtors,
TomTom Here. Anywhere that real humans will see your business.
2) Get every industry specific citation you can find
3) Get every city/state/neighborhood specific citation you can find
4) Get the top 30 to 50 general business directories
ONCE AND DONE
Don't pay recurring fees for business listings.
YOUR CITATION STRATEGY FOR 2021
@DarrenShaw_

QUESTION 4: MYTH BUSTING
Which individual factors do you think
absolutely do NOT impact rankings?
@DarrenShaw_

421
221
210
185
176
169
157
148
148
136
Participation in Adwords, Adwords Express, Hotel Finder, or other paid Google products
Keywords in GMB Description
Keywords in GMB Services
GMB Messaging Feature is Enabled
Keywords in GMB Products
Participation in Adwords, Adwords Express, Hotel Finder, or other paid Google products
Keywords in Google Posts
Presence of Appointment URL
Frequency of Google Posts Posted
Quantity of Google Posts Posted
Consistency of Citations on Other Citation Sources
L
0 100 200 300 450
400
350
250
150
50
THESE DO NOT IMPACT RANKINGS!
@DarrenShaw_

100
Setting Service Areas in GMB
Setting Service Areas in GMB
L
0 10 20 30 40 50 60 70 80 90 100 110
PLEASE ALLOW ME TO HIGHLIGHT ONE MORE:
@DarrenShaw_

THE SERVICE AREAS IN GMB ARE ONLY FOR
DRAWING THIS MAP
@DarrenShaw_

QUESTION 5: GMB CONVERSIONS
the biggest impact on conversions from GMB?
@DarrenShaw_

RANKING #1 DOESN'T MEAN
YOU'LL GET THE LEAD
@DarrenShaw_

465
330
264
217
202
165
163
138
134
119
Comprehensive Google Q&A Section with Owner-Seeded FAQs
High Numerical Google Ratings (e.g. 4-5)
Positive Sentiment in Review Text
Proximity of Address to the Point of Search
GMB Messaging Feature is Enabled
Proper Hours Set on GMB Listing
GMB Booking Feature is Enabled
Frequency of Google Posts Posted
Comprehensive Google Q&A Section with Owner-Seeded FAQs
L
0 100 200 300 400 500
450
350
250
150
50
TOP 10 GMB CONVERSION FACTORS
@DarrenShaw_

QUESTION 6: NEGATIVE FACTORS
Which individual factors do you think are the
most HARMFUL to your rankings?
@DarrenShaw_

583
468
438
417
359
344
326
296
247
219
Presence of Multiple GMB Listings in the Same Category with Same/Similar Business Title and Address
Incorrect Business Category
Listing Detected at False Business Address
Address is a PO Box, UPS Mail Store, or Other False Address
Site Hacked / Presence of Malware
Reports of Violations on your GMB Listing
Negative Sentiment in Google Reviews
Low Numerical Ratings of Google Reviews (e.g. 1-2)
Presence of Multiple GMB Listings in the Same Category with Same/Similar Business Title and Address
GMB Listings with Same Address/Phone Marked as “Permanently Closed”
Presence of Businesses in the Same Category at the Same Address
L
0 100 200 300 400 500 600
TOP 10 GMB NEGATIVE FACTORS
@DarrenShaw_

#1
Set the best possible
primary category in GMB
@DarrenShaw_

#2
Add all additional
categories that are relevant
@DarrenShaw_

#3
Ask EVERY customer for a
review on Google
@DarrenShaw_

#4
Add plenty of keyword rich
content to your website
@DarrenShaw_

#5
Keywords in your website
title tags, headings, and
content
@DarrenShaw_

#6
Get links to your website
and mentions of your
business (citations)
@DarrenShaw_

#7
Ask customers to review
you on other prominent
review sites
@DarrenShaw_

HERE'S A CHECKLIST TOOL TO HELP
whitespark.ca/local-seo-checklist
@DarrenShaw_

@DarrenShaw_

TWITTER
@DarrenShaw_
LINKEDIN
JOIN OUR NEWSLETTER
@sprk.it/newsletter
THANK YOU!
DARREN SHAW

Unpacking the Local Search Ranking Factors for 2021 & Beyond

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