The State of Local SEO Industry Report 2020

Rankings, Search Engines, and SERP Features

Explore the chapters:

Proximity comes in third among local ranking factors

How important are the following ranking factors in generating local- specific search results? Rank from most (10) to least (1) important.

Bar graph showing GMB elements and review signals top the local rank impact charts

This year’s survey hit us with a big surprise. Breaking with tradition, respondents placed user-to-business proximity third in local ranking factors, below both Google My Business and review signals.

Proximity has long been billed as the top local ranking factor by search experts. In this survey, people of all job titles (including agency workers) scored proximity third. The fact that its importance was downplayed even by SEO professionals could indicate a shift in what’s being observed in the Google trenches. It could also point to an increased focus on elements like GMB features and reviews which, unlike proximity, can be controlled.

On-page SEO the #1 organic ranking factor

How important are the following ranking factors in generating organic search results such as web pages and featured snippets? (rank 1-10)

Bar graph showing website optimization still leads the way in competing for organic SERP visibility

While on-site SEO still claims the greatest impact on organic SERPs, local marketers are reporting that user behavior takes second place in our respondents’ observed ranking factors.

2020 is your year to focus on the user. Optimize title and meta data so that it not only ranks well, but wins clicks. Publish both instant gratification and long-form content to satisfy and sustain searchers, and focus on improving user experience to keep site visitors engaged and on page.

Maximize GMB management offerings

How important is the use of other Google My Business profile features (such as Posts and Q&A) in determining local pack rankings?

The results are clear: There’s a widespread belief in the power of Google My Business to directly influence local pack rankings. That’s where your opportunity lies.

Google My Business has an ever-growing and changing feature set that requires both time and expertise — things many businesses lack. Focus your attention on GMB management, including categories, reviews, descriptions, menus, Posts, Q&A, photos, and analysis to impact local rankings.

If you don’t have a review strategy, you should

How important are aspects of reviews in determining local pack rankings?

Bar graph showing 90% of marketers believe that review aspects impact rankings in the local pack.

A whopping 90% of respondents reported that review signals (such as quantity, diversity, velocity, ratings, and responses) impact local rankings.

SEOs have their work cut out for them here — in a good way. Craft in-house strategy and client services that include review education, acquisition, fast response rates, negative review remediation, and ongoing sentiment analysis. No brand can afford to ignore its reviews, and many will require help implementing robust management.

Google is your new “home page”

Google is becoming the new “home page” for local businesses.

Graph showing 20% more respondents year-over-year agree that Google is becoming the new local business “homepage”

Popularized by local SEO expert Mike Blumenthal, the idea of Google as the “new home page” is picking up steam, with 78% of respondents agreeing that the SERPs serve as a one-stop shop for local searchers. The rise of SERP features means traditional rankings are moving farther down the page. Local results satisfy users with zero clicks. Google is capturing and serving more and more of the customer journey themselves.

When a third party controls so much of the user experience, find ways to lean into it — and to fight back. Maximize your presence on Google My Business while optimizing your organic site as well. In a world where Google can flip a switch and change everything, a strong organic presence is your saving grace.

Organic and local rankings are closely intertwined

How important are aspects of organic search rankings in determining local pack rankings?

Bar graph showing 88% of marketers agree there is a close correlation between local and organic rank

This year, 23% more marketers agreed that ranking highly in organic search results increases the likelihood that a business will rank in the local pack.

Bar graph showing 65 percent in 2019 vs 88 percent 2020

Even though Google is becoming the new home page, you can’t rely on third-party sites alone for rankings and traffic. Websites still matter and will continue to matter. A lot. To rank in both the local packs and organic search, businesses must resource SEO activities such as local content creation, local link building, and on-page best practices to make sure their sites are well-optimized for valuable keywords and searcher intent.

Organic rules engagement, but keep an eye on Maps

Which local search medium is currently the greatest source of consumer engagement for your company/clients?

Bar graphs showing that 46% of marketers list mediums other than organic search results as the greatest source of consumer engagement for their company.

It’s clear that respondents consider feature-rich organic SERPs to be their key driver of engagement. This is consistent across company type, size, and even across industries.

But keep a close eye on the rise of Google Maps. As the default maps option for Android users and a top choice for other devices, it’s a go-to tool for how consumers navigate their community. With the majority of the local search industry’s focus going to local packs, the nuances of Maps have yet to be explored and could represent significant opportunity for savvy marketers.

Google’s focus on proximity fails to satisfy

How often does Google’s emphasis on searcher proximity generate quality local search results?

Graph showing only 6% of marketers believe that Google’s emphasis on proximity rarely or never generates quality results.

Respondents are seeing quality local results only half of the time. Google’s emphasis on showing users the nearest options may not translate into the best options, sowing dissatisfaction among marketers.

When proximity edges you out for desired keywords, look for search language that widens Google’s map radius. It’s the hidden wins in your geographic markets that could make all the difference.

Mobile-first is here — and businesses still aren’t prepared

My company/clients are fully equipped for Google’s mobile-first index.

Pie chart showing 67% said yes, and 33% of companies are not prepared for mobile-first indexing

Google has been creeping closer to going fully mobile-first for years. Sixty-three percent of Google’s US organic search traffic originates on mobile, and as of September 2020 the search engine has shifted to mobile-first indexing for all websites. In spite of this, a full one-third of local marketers feel their companies are not prepared.

Responsive site design, single URLs, and overall mobile-friendliness will be integral to preparing for the switch to full mobile-first. Getting mobile right is non-negotiable, and marketers who make it a priority will come out ahead.