How Real-World Signals Impact Your Local SEO Success
When it comes to local SEO, most of the focus is on major factors like reviews, citations, Google Business Profile (GBP) optimization, and content creation. But behind the scenes, there are smaller signals that can still play a role in boosting your business’s visibility in local search results. These behavioral signals and personalization factors might not carry as much weight, but they’re worth understanding as part of Google’s local algorithm.
Here’s how these lesser-known elements fit into the SEO puzzle—and how you can leverage them to your advantage.
Behavioral Signals: Real-World Engagement That Matters
Behavioral signals refer to the ways Google can track and measure how people interact with your business online and in the real world. These engagement metrics provide valuable insights into how users perceive and interact with your business.
Key Behavioral Signals That Influence Local SEO
Interactions with Your GBP
Actions like clicks to call, requests for directions, and clicks to view photos or reviews all contribute to a positive engagement signal.
The more people interact with your GBP, the stronger the signal to Google that your business is relevant to users.
Mobile Engagement
Mobile users often click to call or request directions directly from their smartphones. These actions indicate real-world intent and are tracked as positive signals by Google.
Real-World Visits
Google uses location data from users to track when they physically visit your business. This data powers features like the “Popular Times” graph on your GBP.
If users frequently visit your location, it sends a strong signal to Google about the legitimacy and popularity of your business.
Click-Through Rate (CTR)
While Google claims CTR doesn’t directly influence rankings, research suggests it may have a minor effect. If users click on your listing and stay engaged, it indicates they found what they were looking for.
How to Improve Behavioral Signals
Optimize Your GBP for Engagement
Ensure your profile is complete and compelling, with updated photos, reviews, and engaging content.
Use features like Q&A, posts, and videos to encourage users to interact with your profile.
Encourage Mobile Actions
Make it easy for mobile users to call, get directions, or visit your website directly from your GBP.
Drive Real-World Visits
Host events, promotions, or workshops that encourage customers to visit your location.
Use geotagged photos and videos on your GBP to reinforce your location’s relevance.
Craft Compelling Listings
Write engaging meta titles and descriptions that make users want to click through to your website.
The Role of Personalization in Local SEO
Personalization used to be a significant factor in search results, with Google tailoring results based on a user’s search history and device. However, this influence has decreased significantly in recent years.
How Personalization Still Plays a Role
Search History: Small differences in search results may still appear based on past interactions with your business or related searches.
Device and Location: Search results are still influenced by the user’s physical location and the type of device they’re using (e.g., mobile vs. desktop).
Looking to the Future: Why Behavioral Signals May Grow in Importance
As Google continues to refine its algorithms, behavioral signals are likely to play an even greater role in local search rankings. These signals are harder to manipulate than traditional factors like links or content, making them a reliable indicator of a business’s real-world popularity and relevance.
For example:
Real-World Visits as a Ranking Factor: Google has filed patents that suggest physical visits to a business could become a more prominent ranking signal in the future.
Enhanced Tracking Capabilities: With advances in tracking technology, Google may increasingly rely on user behavior to determine rankings.
How Mojo Mesh Can Help You Maximize Engagement
At Mojo Mesh, we specialize in helping Newcastle businesses improve their local SEO by focusing on strategies that enhance both major and minor ranking signals.
Our Services Include:
Google Business Profile Optimization: We’ll make your profile irresistible with SEO-optimized content, geotagged photos, and engaging posts.
Photography and Videography: Our geotagged photos and short videos are designed to boost your GBP engagement while reinforcing your local relevance.
Q&A Management: We’ll help you craft and manage a robust Q&A section on your GBP to answer customer queries before they even ask.
Behavioral Signal Strategies: From driving mobile engagement to encouraging real-world visits, we’ll help you improve the metrics that matter most.
Ready to Boost Your Local Visibility?
While behavioral signals may be the “smallest slices of the SEO pie,” they can make a big difference in your local search performance. By focusing on user engagement and real-world interactions, you can gain a competitive edge and attract more customers to your Newcastle business.
Let Mojo Mesh help you optimize your online presence and make the most of every signal Google uses to rank your business.
Contact Mojo Mesh Today
Address: 41 Young Street, Georgetown, Newcastle, N.S.W.
Phone: 0431 722 372
Business Hours: Monday–Friday, 9am–5pm
Start optimizing your local SEO strategy with Mojo Mesh—call us now!
