How exactly do some business rank higher locally online than others? Is Google’s local ranking algorithm really a black box, or can it be figured out? Well, as you can tell from the title, you can actually gain insights to Google’s local algorithm and use it to your advantage. After all, Chicago Search Engine Optimization (SEO) is much more accessible and affordable for small businesses in Chicago than most people think. Here are some of the key concepts that you’ll need to know:

1. Relevance

The search engine algorithm will first look for the relevance of your business to a user’s query. It is interested in whether your business offers the product or service that the user is interested in, and if your business has any other attributes relevant to the query (such as pricing, quality, and others). In terms of raw strategy, this means that you’ll want to figure out which keywords are used by your target audience so that you can implement them into your content.

2. Proximity to the query

The algorithm will then look at the proximity of your business to the location within the query. For example, a user may search for an auto mechanic in Chicago. If you live in a nearby area, your business may show up in the query. This factor also comes into play if the location is not specified in the query, but the searcher types in a query like “restaurants near me.” Based on the IP location, or GPS coordinates of the mobile device, the algorithm will then return relevant results. When it comes to your overall SEO strategy, this translates into putting out localized content, which contains keywords for the area that you’d like to target.

3. Prominence

The final factor that will come into play is prominence. Once the algorithm has collected a list of websites that belong to businesses that offer relevant products and services, and which are in close enough proximity to the query, it will rank these websites based on their prominence. This is determined in the same way as relevance, where targeted keywords and backlinks are taken into account. However, other factors, such as the age of the website, the amount of relevant content on the website, and the number of backlinks and their sources, will also be taken into consideration.

Putting it all together into a cohesive Chicago search engine optimization marketing strategy

When you take these three factors into consideration and integrate them into a local Chicago search engine optimization (SEO) strategy, you can build a pathway to higher rankings. Search queries come in all shapes and sizes — from queries with regards to the location of the desired service or product, to queries that specify a time of day when a business is open (restaurant open now Chicago), or the quality/price of the service or product (best hotdogs LA, cheap pizza New York). You will want to create a strategy that raises the relevance and prominence of your website in order to target your potential customers in various scenarios.

Making the most out of local SEO (search engine optimization) in Chicago

If you run a brick-and-mortar business, you likely know the importance of reaching local customers through the internet. However, even service-based companies stand to benefit from local SEO. Many customers, both B2C and B2B, will prefer to work with businesses in their area. This is why local SEO should be a staple of your online marketing efforts. At Digital Destination, we provide our customers with the advice and services they need to improve their SEO in Chicago. If you would like to find out more, contact us today.