In this day and age of detailed analytics and tracking it can be easy to get lost in the numbers. For brands that have multiple locations or sell multiple products it can be especially hard to sift through the massive amount of local and organic search data available. But what exactly are the top metrics to keep an eye on for your local SEO campaign?
Bill Connard of Local Search Solutions recently wrote an excellent piece on defining the KPI’s of Local SEO and measuring them for maximum ROI. Here below his take on the 6 key performance indicators (KPI’s) of Local SEO and the best ways to measure them as well as my experience with them.
1. Check search rankings on Search Engines (Google, Bing, Yahoo)
You might not be surprised to hear that “The Big 3” search engines make up an estimated 94.2 percent of all search traffic. On its own though, Google takes only about 65 percent. Tracking your rankings by running searches across all three search engines will give you an accurate view of overall performance. This can be time consuming but there are ways to scale it down. Try monitoring your rankings across “The Big 3” on a single platform like What’s my SERP. Make sure to run searches in all the cities where your business has locations.
2. Local Search Ranking on Third Party Sites
Measuring and tracking your organic search performance is important, but you will need to take an extra step and include where you are ranking in third-party results and maps. Look and see where you are ranking for certain keywords on third party sites like Yelp, Citysearch, Superpages and Facebook. The bottom line? Check the search engines for other places where your brand might rank.
3. Brand Citation Consistency
Having your business or brand listed incorrectly in search engines and data aggregators can lead to a negative user experience. See how your citation accuracy compares with local rankings over time by comparing local business data for matching and consistency. Consistent citation tracking and monitoring enables brand marketers to quickly spot unclean data and correct it. To monitor citations quickly and efficiently, there are a couple of great tools such as the Bright Local Citation Tracker and MozLocal.
4. Analyzing Link Activity
Analyze your link activity to see how visitors respond to your hyperlinks. Are they from driving directories, coupons, click-to-call options or somewhere else? Track only the click activity that matters with consistent naming. These include driving directions, coupon downloads or click-to-call.
5. Reviews per Location
Online reviews for local businesses have never been more important than they are today. They instill trust and confidence and make consumers more likely to visit your business. The amount of reviews your business or brand has on sites like Google+, Yelp and Yahoo can greatly influence a customer’s view on the popularity of your business and also how your brand ranks over time. Check your reviews and rankings over time to see if there is a correlation between more reviews and better rankings.
6. Average Review Rankings
To piggyback off the last KPI, a high number of reviews are great but you are also looking for a high overall review rating on each third party site. Looking at the average review your brand or business gets and seeing how it impacts your local search ranking is a truly paramount source of information. You can use it to not only analyze and develop rankings but to also improve service throughout the entire organization.
Aside from local rankings, the impression users get about your brand hinges on your reviews and overall online reputation. If you have a negative reputation, web users are going to be less likely to seek you out for your services.
Keeping track of these 6 KPI’s is vital for a dynamic Local SEO campaign. What’s your take on the most important KPI’s for local SEO?