Google’s various ranking factors make marketers sceptical about the role of proximity in local SEO

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2020, 3:45 PM UTC

Only 38.6% of marketers agreed that Google’s emphasis on proximity was always generating high-quality results.

A recent Moz survey found respondents placed Google My Business elements and Google reviews above user-to-business proximity, in influencing Google local pack rankings. In contrast, last year proximity was voted as the top factor influencing local SEO rankings. The author explores the possible reasons behind the shift.

A set of advanced local SEO practitioners hold that there is no absolute “#1 local ranking factor”.  Ranking, instead, depends upon Google’s understanding of intent and its varied treatment of different industries and keywords.

The author contends that proximity can play a crucial role for businesses like convenience stores or coffee shops. But, for B2B brands or tourism-focused companies, reviews or the names on Google Business Profiles factor more than user-to-business proximity.

Read the original article

[9 minute read]