Rethinking Local Search Rankings: A More Insightful Approach for Clients
When it comes to local search rankings, the phrase “You rank #3” can often be misleading. Ranking positions can fluctuate depending on the geographical location of the individual performing the search. A more effective method of communicating local rankings to clients is to move beyond a single numerical rank and instead illustrate the competitive landscape on a per-area basis.
The primary issue with traditional local reporting is that it typically indicates where a business is losing ground without providing meaningful insights into why. To offer clients a clearer understanding of their local search performance, consider the following approach:
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Visualize Rankings Across a Grid: Instead of simply reporting a rank, create a grid that visualizes how the business performs across different areas. This allows clients to see where they are excelling and where they need to improve.
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Analyze Competitor Backlinks and Citations: Provide detailed information about the backlinks and citations that competitors are leveraging in specific areas. By understanding what their competitors have that they do not, clients can strategize more effectively.
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Identify Winning Pages: Show clients which specific pages their competitors rank with in each area. This information can guide them on necessary content or page optimizations to enhance their own rankings.
Transforming a simple statement like “you’re #8 on the east side” into actionable insights such as “here’s the 10 citations and 2 pages you need to enhance” creates a more actionable framework for clients.
This shift in perspective promotes the understanding that each geographic area should be treated as its own micro-market, complete with its own competitor set. This nuance allows for tailored optimization strategies rather than aiming for a single blended ranking across regions.
As we strive to deliver more valuable insights to our clients, it’s crucial to explore how others present the ‘why’ behind local rankings. Particularly for businesses with multiple locations, what strategies can be employed to illustrate not just where they rank, but why they may be underperforming in certain areas?
By adopting this comprehensive approach, we empower clients to make informed decisions that foster growth and improve their visibility in local search results.
