6 Local SEO Ranking Factors to Dominate the Maps Pack For Your Clients

Securing the top spots on Google’s map listings can truly transform a business.

Why? A staggering 50% of all calls to local companies come directly from the map pack.

And with more and more people relying on their smartphones to find nearby businesses, it’s no wonder that local SEO has become a crucial part of any digital marketing strategy.

As an agency or consultant, helping your clients claim this precious real estate should be your #1 top priority. But in today’s hyper-competitive landscape, just having a Google Business Profile (previously Google My Business) listing and a couple of directory citations won’t cut it anymore…

That’s why I’ve spent years cracking the code and developing a proven system to achieve rapid local ranking success.

As the founder of The Blueprint Training and WEBRIS agency, I’ve worked with some of the nation’s most competitive local businesses – from powerhouse law firms to cutting-edge home service providers.

And now I’ll share with you the 6 mission-critical ranking factors my team uses to drive elite local SEO performance and dominate markets.

But before we get into the nitty-gritty, let’s talk about why local SEO matters more than ever in 2024.

Why Local SEO is a Game-Changer for Your Agency

Think about how customers use Google to find nearby services like “personal injury lawyer near me” or “plumbers in [city].”

They aren’t just browsing – they’re ready to buy.

And when your client’s business appears at the very top of the map listings, with glowing reviews and clickable contact info, they become the obvious choice for that motivated consumer.

Ranking in the map pack is about far more than just getting eyeballs on your listing. It’s about capturing customers at the precise moment they’re looking to make a purchase decision.

With prime map pack real estate, your client taps into a firehose of hot, purchase-intent leads in their local area. No other digital marketing channel delivers that kind of focused, ultra-local visibility.

At WEBRIS, we’ve witnessed the transformative impact that map pack dominance can have on even the most competitive local businesses.

We’ve produced staggering results, like getting law firm clients ranked #1 in some of the country’s most cutthroat markets like Los Angeles and Miami… in just 60-90 days. Seemingly overnight, their phones started ringing off the hook with ready-to-hire prospects.

Mastering these 6 mission-critical local ranking factors is how we get it done for our clients. It’s a battle-tested formula that can drive an overwhelming abundance of customers, sales, and revenue for businesses in any industry.

1. An Optimized and Active Google Business Profile

Your client’s Google Business Profile is the foundation of their local SEO presence. It’s where potential customers go to find out more about the business, read reviews, and get in touch – so it’s essential that it’s fully optimized and regularly updated.

Here are some key things to focus on:

• Business name, address, and phone number (NAP): Make sure your client’s NAP is accurate and consistent across all listings and citations.
• Categories: Choose the most relevant categories for your client’s business, and be as specific as possible.
• Description: Write a compelling description that highlights your client’s unique selling points and includes relevant keywords.
• Products and services: Add detailed information about your client’s products and services, including prices and descriptions.
• Images and videos: Upload high-quality photos and videos that showcase your client’s business, products, and team.
• Posts: Regularly publish posts about new products, events, or promotions to keep the profile active and engaging.

But optimization is just the first step – you also need to make sure your client’s profile is regularly updated and engaged with. Encourage them to respond to reviews (more on that later), answer questions, and post new content at least once a week.

2. Consistent and Positive Reviews

Reviews are one of the most important ranking factors for local SEO – and for good reason. Not only do they provide valuable social proof for potential customers, but they also send powerful signals to Google about the quality and credibility of your client’s business.

But getting reviews isn’t always easy – especially for businesses that don’t have a system in place for asking for them. That’s why we’ve developed a simple but effective review acquisition strategy that we use with all of our local SEO clients:

1. Identify happy customers: Look through your client’s customer database or recent transactions to find people who had a positive experience with the business.
2. Reach out personally: Have your client (or someone on their team) reach out to these customers via phone, email, or text to thank them for their business and ask if they’d be willing to leave a review.
3. Make it easy: Provide a direct link to your client’s Google review page (you can use a tool like GatherUp or Grade.us to generate a simple URL) and clear instructions on how to leave a review.
4. Follow up: If the customer doesn’t leave a review within a few days, follow up with a gentle reminder.

The key is to make the process as easy and frictionless as possible for the customer. And don’t be afraid to ask – according to a study by BrightLocal, 76% of consumers who are asked to leave a review go on to do so.

But what about negative reviews? While it’s tempting to ignore them and hope they go away, that’s actually the worst thing you can do. Instead, encourage your client to respond to every negative review in a calm, professional manner – apologize for the issue, offer to make things right, and take the conversation offline if necessary.

3. Localized Content That Matches Search Intent

One of the biggest mistakes I see local businesses making is creating generic, boilerplate content that doesn’t address the specific needs and interests of their local audience. If you want to rank for local keywords, you need to create localized content that matches the search intent of your target customers.

Here are some tips for creating localized content that ranks:

• Use local keywords: Include the name of your client’s city, neighborhood, or region in their content, as well as any local landmarks, events, or attractions that are relevant to their business.
• Address local pain points: What are the unique challenges or concerns that your client’s local customers face? Create content that addresses these issues head-on and offers solutions.
• Highlight local expertise: If your client has been serving the local community for years, highlight their experience and expertise in their content. Share case studies, testimonials, and examples of how they’ve helped local customers succeed.
• Use local schema markup: Schema markup is a type of code that helps search engines understand the content and context of your client’s website. By using local schema markup (such as LocalBusiness or PostalAddress), you can give Google even more information about your client’s business and improve their chances of ranking in the map pack.

At WEBRIS, we create localized content for all of our local SEO clients, including service pages, blog posts, and landing pages. By tailoring the content to the specific needs and interests of their local audience, we’ve been able to drive significant improvements in their search rankings and organic traffic.

4. High-Quality Local Backlinks

Backlinks are one of the most important ranking factors for organic SEO, and the same is true for local SEO. But not all backlinks are created equal – to really move the needle, you need to focus on building high-quality, relevant links from local sources.

Here are some of the best ways to build local backlinks:

• Local directories and citations: While citations (i.e., mentions of your client’s business name, address, and phone number on other websites) don’t have the same impact on rankings as they used to, they’re still an important factor in local SEO. Focus on building citations on high-quality, relevant local directories and websites.
• Local partnerships and sponsorships: Look for opportunities for your client to partner with other local businesses or sponsor local events or organizations. Not only can this help build their local reputation and authority, but it can also lead to valuable backlinks from local websites.
• Guest blogging: Reach out to local bloggers or publications and offer to write a guest post on a topic related to your client’s business. Make sure to include a link back to your client’s website in the author bio or body of the post.
• Local resource pages: Many local governments, schools, and organizations have resource pages on their websites that list local businesses and services. Reach out and ask if your client can be included on these pages, with a link back to their website.

The key is to focus on quality over quantity – a single high-quality local backlink can be worth more than a dozen low-quality or irrelevant links. And always prioritize relevance over authority – a link from a small local blog or directory that’s highly relevant to your client’s business is more valuable than a link from a high-authority website that has nothing to do with their industry or location.

5. Structured Location Pages for Multi-Location Businesses

If your client has multiple locations, it’s essential to create separate, optimized pages for each location on their website. Not only does this help Google understand the scope and relevance of your client’s business, but it also provides a better user experience for potential customers looking for location-specific information.

Here are some tips for creating effective location pages:

• Use a consistent template: Create a template for your location pages that includes all the essential information (NAP, hours, services, etc.) and use it consistently across all locations.
• Optimize for local keywords: Include the name of the city or region in the page title, headings, and throughout the content.
• Add unique content: While it’s okay to use a consistent template, make sure to add unique, localized content to each page that’s relevant to the specific location. This could include local case studies, customer testimonials, or information about local events or partnerships.
• Embed a Google Map: Include an embedded Google Map on each location page to make it easy for potential customers to find and get directions to the business.
• Add schema markup: Use LocalBusiness schema markup to give Google even more context about each location, including the name, address, phone number, hours, and more.

At WEBRIS, we’ve seen the power of structured location pages firsthand. By creating separate, optimized pages for each of our multi-location clients, we’ve been able to significantly improve their local search visibility and drive more foot traffic and phone calls to each location.

6. Active Engagement on Local Platforms and Review Sites

Finally, to really succeed in local SEO, your client needs to be actively engaged on local platforms and review sites. This means regularly monitoring and responding to reviews, answering questions, and interacting with potential customers wherever they’re searching for local businesses.

Here are some of the most important local platforms to focus on:

• Google Business Profile: In addition to optimizing and updating your client’s GBP profile, make sure to regularly respond to reviews and answer questions posted by potential customers.
• Yelp: Claim your client’s Yelp listing and respond to reviews, both positive and negative. Yelp also allows businesses to post updates and special offers, which can help attract new customers.
• Facebook: Create a Facebook page for your client’s business and regularly post updates, photos, and special offers. Respond to comments and messages from potential customers in a timely manner.
• Industry-specific review sites: Depending on your client’s industry, there may be specific review sites that are important for their business (e.g., Avvo for lawyers, Healthgrades for doctors). Make sure to claim and optimize their profiles on these sites and respond to reviews.

The key is to be proactive and consistent in your engagement – don’t just wait for customers to come to you, but actively seek out opportunities to connect and build relationships with potential customers in your client’s local community.

The Bottom Line: Local SEO is a Long-Term Investment

Local SEO is not a quick fix or a one-time project – it’s a long-term investment that requires ongoing effort and attention. But if you’re willing to put in the work and focus on these six key ranking factors, the payoff can be incredible.

At The Blueprint Training, we’ve helped dozens of agencies and local businesses achieve massive success with local SEO. But don’t just take our word for it – head over to our website and check out some of our case studies and testimonials from real clients.

And if you really want to take your local SEO game to the next level, I invite you to check out our flagship course, Local SEO Masterclass.

In this comprehensive training program, I’ll walk you through every step of our proven local SEO process, from auditing and optimization to content creation and link building. You’ll get access to our proprietary tools, templates, and SOPs, as well as personalized coaching and support from our team of local SEO experts.

So what are you waiting for? If you’re ready to start driving serious results for your local SEO clients and taking your agency to the next level, head over to The Blueprint Training and sign up for Local SEO Masterclass today. Trust me – you won’t regret it.