Algorithm changes don’t have to affect your local SEO.
Imagine a customer in Connaught Place, New Delhi, searching for “gold necklaces.” How does Google decide which businesses make it to the local pack?
It’s based on three key factors to define this algorithm.
Core Elements of Local SEO
Google’s local algorithm is built on three fundamental pillars: relevance, proximity, and prominence.
1. Relevance
Relevance asks if a business meets the searcher’s needs. For instance, if someone in New Delhi searches for “engagement rings,” the algorithm finds all jewellery stores that offer engagement rings in the area.
2. Proximity
Proximity determines how close a business is to the searcher. This can be the most confusing factor. For example, if a person in Lajpat Nagar searches for “jewellery stores near me,” Google prioritises stores that are physically close to them. Proximity plays a crucial role in local SEO.
3. Prominence
Prominence gauges a business’s popularity and reputation within its local market. Jewellery stores in New Delhi that are well-reviewed and widely known will rank higher. This can be influenced by online reviews, ratings, and overall brand presence.
Consider a scenario, where a potential customer in New Delhi searching for “silver bracelets.” If they search “silver bracelets near me,” the algorithm will favour the closest jewellery stores.
If the query is “silver bracelets in south ex.” Google will prioritise stores in that specific location, even if they are further away.
For searches like “cheap silver bracelets,” the algorithm highlights stores known for affordability. If the search is for “top-rated silver bracelets,” stores with excellent reviews will rank higher, regardless of distance.
Proximity is flexible. It varies based on:
- The search query,
- The searcher’s location,
- The relevance to the query,
- The business’s prominence.
Jewellery businesses in New Delhi can use this understanding to optimise their local SEO strategies and improve their visibility in local search results.
Final thoughts
Though the local algorithm might seem intricate, it is based on three simple principles: relevance, proximity, and prominence. Jewellery business owners can use these insights to enhance their local SEO and attract more customers.
Google’s local algorithm isn’t a mystery when you know these basics.
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