Local SEO FAQs

Reporting and Metric Questions

How does Google determine ranking?

Google does its best to keep the search algorithm details confidential to make the ranking system as fair as possible for everyone. Local results are mainly based on relevance, distance, and popularity. Together, these factors help Google find the best match for customers’ searches.

Relevance - Relevance is how well a Business Profile matches what someone is searching for. To help Google better understand your business and match it to relevant searches, provide complete and detailed business info.
Distance - Distance refers to how far each business is from the customer who is searching. If a customer doesn’t share where they are, Google uses what it knows about their location.
Prominence - Prominence means how well-known a business is. Prominent places are more likely to show up in search results. This factor’s also based on info like how many websites link to your business and how many reviews you have. More reviews and positive ratings can help your business’s local ranking.

What is the Best Way to Measure Performance?

Our monthly reports focus on insights such as map views, localized search views, and conversions. The goal is to improve visibility in local searches and, in turn, help increase customer actions like phone calls, website visits, or direction requests.

Why Does it Take So Long to See Results?

Local SEO builds over time. Google needs to see consistent signals from your GBP, website, and across the web before rewarding you with higher placement. The actions we take now, like optimizing your profile, building reviews, and cleaning up your top-tier listings, lay the foundation for long-term gains. The good news is, once we’ve built that momentum, it’s easier to maintain and grow.

Why Are My Views Down? Does That Mean the Campaign is Not Working?

A temporary decrease in views does not automatically mean your Local SEO campaign is underperforming. Search visibility naturally fluctuates due to several factors, including seasonality, changes in search behavior, increased competition, and search engine algorithm updates. It’s also common to see a normalization period after a stretch of strong performance, where metrics level out before the next growth phase.

More importantly, views alone don’t tell the full story. Local SEO is designed to drive high-intent visibility, meaning fewer impressions can still result in meaningful outcomes like calls, direction requests, website visits, and leads. In many cases, dips in visibility happen as search engines refine which audiences are most likely to convert, which can actually improve lead quality.

Our team continues to actively optimize your campaign by monitoring performance trends, updating listings, refining local relevance, and responding to changes in the competitive landscape. The goal is long-term, sustainable growth, not just short-term spikes in views. Over time, these ongoing optimizations help maintain visibility, improve engagement, and support consistent conversions.

Can You Change the Keywords Being Targeted for This Campaign?

Local SEO doesn’t rely on traditional keyword targeting. Instead, we optimize the client’s GBP, service areas, and content for local relevance. However, we can incorporate client-specific terms naturally within the listings and descriptions through our optimizations and content.

My Client Wants to Rank Higher for “X” Keyword. What Can Be Done?

Local SEO is about increasing local visibility, not keyword rankings. Ranking within map searches and the local 3-pack takes precedence. However, we can optimize descriptions, business categories, and GBP posts to improve relevance and local authority for targeted terms. If your client is looking to rank higher for keywords in search results, Organic SEO is a great option.

Why Are Impressions Down but Actions Up?

With the rise of AI-powered platforms like ChatGPT, Google Gemini, TikTok’s search features, and other emerging tools, customers are now starting their research in more places than ever before. These channels are becoming discovery engines, helping people gather ideas, compare options, and learn about brands, without necessarily starting that journey on Google. However, even with this shift in where exploration begins, Google remains the go-to platform for taking action. When customers are ready to call, get directions, book an appointment, or make a purchase, they still rely on Google’s search results and local listings to complete that step. We’re seeing this reflected in the data: while impressions may fluctuate as discovery becomes more decentralized across multiple platforms, high-intent actions on Google—like calls, direction requests, and website clicks—are holding steady or even increasing.

Main Takeaway: AI search is decentralizing the customer journey, meaning the research phase is happening in more places, but Google is still the final step for conversions. The opportunity lies in ensuring your presence is strong across discovery platforms while keeping your Google presence fully optimized to capture the final action.

Can You Change the Location Targeting for This Campaign?

Local SEO targets proximity to customers rather than specific locations. We focus on optimizing content and the GBP to improve local visibility in the areas your business serves.

Why Aren’t We Ranking #1 Everywhere? What Determines Local SEO Results?

Local SEO rankings are determined by several factors, including proximity, relevance, and prominence, and Google personalizes results based on where each searcher is located. That means rankings can vary from one ZIP code or neighborhood to another. Our focus is on improving visibility where it matters most, where your customers are searching, and making sure those searches turn into calls, visits, or bookings. That’s why we track both rankings and actual business actions.

How Can We Keep Up with Google’s Algorithm Changes?

SEO is an ongoing process. Regular monitoring, adjustments, and optimizations help businesses stay ahead of Google’s algorithm changes. We track performance and adapt strategies to maintain and enhance your rankings over time.

Why Did One of My Business Locations See More Impressions Than Another?

Google Business Profile impressions vary by location because Google ranks each location independently. Higher impressions are usually driven by local market demand, competition, proximity to searchers, and relevance to searches, not brand-wide performance. Locations in denser areas, with fewer competitors, stronger category alignment, more reviews, and higher profile activity tend to appear more often. Lower impressions don’t necessarily indicate a problem; they often reflect normal differences in geography, search behavior, and competitive landscape.

There are many reasons why one location would have more Google Search Impressions than another.

A few key factors in local SEO can cause this difference:

Search Demand in the Area – Each location serves a different geographic market. If one area has a higher population density or more people searching for [insert keyword], that location will naturally generate more impressions.
Competition – The number and strength of competing businesses nearby also impact visibility. If one business is in a less competitive area, it may appear more often in search results compared to a location surrounded by many competitors.
Search Proximity – Google prioritizes showing results closest to the searcher. If one location is positioned in a high-traffic or central area, it may appear in more searches than the other.
Google Business Profile Strength – Even small differences in profile optimization—such as photos, reviews, keywords in business descriptions, or categories—can impact impressions.
User Behavior – If searchers engage more often with one listing (clicks, calls, directions), Google may favor showing that listing more frequently.

In summary, impressions aren’t only a reflection of SEO efforts. They’re also influenced by local demand, competition, and how users interact with each listing. The good news is we will continue optimizing both locations, so each one captures as much local visibility as possible.

General Local SEO Questions

What is Local SEO?

Local SEO refers to optimizing your online presence to attract more business from relevant local searches on platforms like Google. Strong Local SEO drives high-intent traffic, builds trust, and connects businesses with customers who are ready to take action. Key elements include:

Google Business Profile (GBP) Optimizations: Optimize your Google Business Profile for visibility in local search results and Google Maps.
Accurate Business Information: Ensuring name, address, and phone number consistency across the web.
Top-tier Listings: Directories and citations help establish a business’s credibility, authority, and geographic relevance in local search. Top-tier listings reinforce data consistency and trust for search engines. Directories include Apple Maps, Yelp, Bing, Gemini, and many others.
Reviews: Local reviews and ratings play a critical role in Local SEO by influencing both search visibility and customer trust. The quantity of reviews signals popularity and relevance, the quality (overall rating and review sentiment) helps establish credibility, and timely, thoughtful responses show engagement and professionalism.

The goal is to improve your visibility to local customers who are searching for services in their area.

What are Top-Tier Listings?

Top-tier listings are authoritative directories that are highly visible in search results. Their features include:

Enhanced Visibility: Appear at the top of search results, increasing engagement.
Reputation & Trust: Being in a top-tier directory enhances trust, signaling credibility to potential customers.
Increased Traffic: High visibility drives more traffic to your website and physical location.

Securing top-tier listings can give you a competitive edge, especially in saturated markets.

What is the Goal of Local SEO?

The goal of Local SEO is to increase a business’s visibility in local search results so it appears when nearby customers are actively searching for its products or services—and to turn that visibility into real-world actions like calls, visits, and leads. At its core, Local SEO ensures the right business shows up for the right search at the right time and in the right location.

This is achieved by:

Improving local rankings for relevant, location-based searches
Driving traffic to both the website and physical location
Strengthening online presence through accurate, consistent listings and optimized business information
Increasing engagement by making key details like hours, directions, and contact info easy to find
Converting searches into actions such as phone calls, in-store visits, and purchases

Ultimately, Local SEO is designed to attract more nearby customers, especially those searching for regional or service-based businesses.

Why Do You Require a 6-Month Commitment for SEO?

SEO takes time to show results. Campaigns typically take 3-6 months to gain traction, especially for Local SEO. Variables such as industry competition and market saturation can affect timing. This commitment ensures optimal long-term results.

Why Do Campaigns Auto-Renew?

SEO campaigns auto-renew on a month-to-month basis if no written cancellation notice is received 30 days before the end date. Stopping and starting SEO campaigns can harm performance. Renewing ensures ongoing optimization for maximum benefit.

Can I Pause a Campaign?

Local SEO can be paused for up to 30 days after the 6-month commitment. Pausing for longer may lead to a decline in performance, and restarting will take time to regain prior results.

Rebranding vs. Taking Over a Business Location That Has Permanently Closed

Rebranding: If only the business name changes and ownership remains the same, retain the existing GBP and update the name.
Taking Over a Closed Business: If opening a new business at a previously closed location, create a new GBP and mark the old listing as closed.

What Does Optimizing a GBP Listing Mean?

Optimizing a GBP listing means ensuring it includes all essential details, such as business hours, location, services, and contact information. Optimization strategies depend on the business’s needs and the level of Local SEO package purchased, but they could include adding images, building out services, products, or menus, spam fighting, adding attributes, adding subcategories, and much more.

What is Schema? How is it implemented?

Local Business Schema is important because it helps search engines understand the specific details about a local business, such as its name, address, phone number, hours of operation, and other important information. This is especially important for AI and voice-generated searches. By providing this structured data in a standardized format, search engines can more easily crawl, index, and display the information in search results.

Should I Respond to Reviews, Even Negative Ones?

Yes! Responding to reviews helps improve your Local SEO ranking and shows that you value customer feedback. Positive engagement boosts customer trust and can lead to more business.