When it comes to local search ranking factors, Behavioural signals refer to the data Google collects about the interactions people have with your local brand. Though it may be hard to define exactly what Behavioural Signals impact your Local Search Ranking, they are a vital part of the SEO puzzle, if you want to rise to the very top. It’s estimated that having the right Behavioural Signals contributes an 11% boost to your overall Local Search position
Behavioural Signals, like the number of check-ins to your business, now play more and more of a role in Google’s Local Search ranking. This is because Google has one of the largest user data collections in the world and it’s using this data to build an improved, more realistic model of Local search, by examining a more accurate picture of brands and searchers, including their offline behaviour.
Many Local Search experts believe Google is increasing the importance of Behavioural Signals to its search engine placement, as it creates a more precise picture of brands, based on data collected from real world activity, rather than web pages and text.
It can be tricky to identify every single Behavioural Signal that truly matters to Google’s Local Search Rankings. Even among search professionals there is much debate about which meaningfully impact your score. Despite this, there are some generally agreed upon signals that are widely believed to impact your local search position. By learning what these are, and how you can optimise them, where possible, you can improve and enhance your Local Search Score.
Search Location
Google attributes a higher score to businesses closest to a Searcher’s location. It also applies a relevancy radius to every local business, and this varies in size, depending on sector. Brands like coffee shops and restaurants have a tighter radius, as there is more competition, and so they typically serve a smaller area. A tennis court or cycling park would have a much larger radius, particularly if it’s the only one of its kind around for several miles. If your brand location falls outside the relevancy radius Google assigns you, you will find it more difficult to to be discovered with Google Search.
What you can do to improve it: There’s not much you can do to improve this factor if you already have a location, and don’t or can’t move. But if you’re thinking of starting a new business, or moving to a new location, Google’s relevancy radius may be a factor you might want to check and consider.
Branded Search Volume
The number of times people in or near a location search for your brand name is one of the MOST important Behavioural markers for Google, when it comes to Local Search. Businesses that pay attention to both offline and online marketing strategies and keep them consistent, usually fare better in Branded search as many Branded Searches are performed by people who have first heard of you by Word of Mouth, or offline advertising. Because of this, your Branded Search volume provides Google with an excellent snapshot of how popular your business is in the Real World.
What you can do to improve it: To increase your branded search score, you need to first increase your businesses offline visibility, so people hear about you and then get online to find out more. Hosting special community events, or nights, putting up posters, or sending direct mail flyers could all encourage local searches for your brand. The best strategy is to create great products and services that people will LOVE, so they tell others and spread the word about your brand. You can also help get the message out by letting people trial your products or sample your service for free and can hand out samples in your local high street, or location, or pass out discount cards or flyers.
