Local SEO can have a huge impact on your brick and mortar business. But how do you know if your local SEO is doing well? Well, it’s about KPIs.
These 25 local SEO metrics act as key performance indicators (KPIs) to keep your business in the right direction.
Google My Business Insights
Google My Business Insights through AdviceLocal
There are plenty of Google My Business metrics to look at, but these tend to carry the most weight:
PageviewsEngagementCustomer actions (especially phone calls, form submissions, contact views, directions requests, chats and downloads)
The various customer function insights are especially useful for brick and mortar companies seeking local foot traffic. You can even use photo views, which show how often people see your company’s photos compared to the competition.
2. Local lists
Look at your local lists and find out what percentage of them are correct versus incorrect.
How do you find all the listings for your business? Fortunately, you do not have to do this manually. You can use tools such as:
You will also want to remove any duplicate listings as this may adversely affect your SEO performance. Duplicate listings create clutter and split reviews between listings. Your best chance is to remove them, not suppress them.
Reviews serve as metrics for local SEO
Little Goat Coffee Roasting Co. reviews on Google
Look at the number of reviews generated for your local business. Measure the number of monthly reviews in relation to the total reviews.
Look at the following review metric sites:
Google My BusinessYelpBing Local Listings
Knowing that you have generated reviews can be a good sign, but it is important to understand how many reviews and what the majority review is.
4. Bring HTML into the image
There are six ways to use HTML metrics for local SEO.
Find out the total traffic to your local HTML page. Decide which keywords (and how many keywords) you are targeting. Find your visibility index, which is the average of where your keywords rank. What is your number of conversions (total, each market, each month)? Report your placement for HTML pages. What is the percentage of pages with SERP features?
RELATED: 19 technical SEO issues that kill rankings + fixes
5. Brand searches
Tagged Google search for San Diego hardware
While it’s important to look at your overall organic search traffic, why not refine your data? You can do this by determining what percentage of your organic search comes from brand searches.
Mastering the name of your own brand is a surefire way to improve brand relevance and foot traffic.
6. Keep an eye on the cost of advertising
It is important to measure your advertising spend because you want to know your ROI.
How to calculate ROAS:
ROAS = revenue earned from advertising / advertising costs
It can be difficult to track revenue from digital advertising expenses for a personal store, but pixels and other tools are very useful for connecting the dots. Most local advertising platforms also offer in-store visit tracking.
7. Average page load time
Google Analytics Site Speed Report
Google Analytics and other solutions such as the Google Page Speed Test can tell you whether to load your page. Page speed is a big part of search engine results (Google reports that a good page load speed is less than two seconds).
If your page speed is subpar, you know you have some developmental issues to work on. You may need to enable compression, minimize encoding, reduce redirects, or any other common resolution.
A faster page means in some cases a lower bounce rate and a higher ranking on the search engine results pages.
8. Conversion rate
The conversion rate for local SEO is double.
First, find out the conversion rate for each local page by market.
Second, find out conversion rates on specific landing pages for your business.
You’ll also want to compare your conversion rates before and after different ad campaigns (whether digital or personal). This allows you to optimize your efforts and ultimately improve local SEO over time.
9. Cost per. Conversion
Conversions are important, but what also matters is how much these conversions cost. Enter price per. Conversion (CPC).
Tracking this cost data means making sure your SEO pays for itself. The general calculation for CPC is:
CPC = Generated Leads / Cost of SEO Campaign
Do not include fluctuating advertising costs or placement bids in this equation. You can place the result relative to your revenue from these conversions to determine if your CPC is appropriate. You can adjust your marketing efforts accordingly to ensure that you get the most out of your money.
10. Clickthrough rates
Google Analytics averages CR via CXL
Your clickthrough rate (CTR) is the speed at which users click on your ads or organic SEO results.
Find out your CTR for different campaigns. You especially want to know the CTR of individual keywords (and pages) so you can optimize which terms you target over time.
For local SEO, a pageview may be translated directly into a personal sale, so this measurement is crucial.
11. Local search ranking
You want to track where your Google My Business page ranks according to specific terms and that you appear in the local Google Maps.
But also many local searches bring back unique features, such as the ability to reserve a reservation at a restaurant. It is important that you revise all your local features and enable those that are most important to your business.
Here is a list of some of the things you can create with schedule that can be helpful. Pick and choose the ones you want to use for your local SEO strategy.
How-TosLocal 3-PackRich SnippetsSitelinksTop News StoriesAMPR ReviewsKnowledge PanelGoogle for JobsRecipesCarouselPodcastQuotesEventsDatasets SearchMovie CarouselSend to Google Home
12. “Near me” searches
Over the last few years, “near me” search queries have grown in popularity at least twice. According to Google, they are not growing as fast as other types of search queries. But the fact that local searches account for about a third of our searches says a lot.
Needless to say, knowing if you place yourself in any “near me” searches plays a big role in your success as a storefront.
13. Traffic pattern measurements
Looking at web traffic patterns helps you determine what is contributing to the growth and / or decline of your digital presence.
Therefore, you will look at traffic patterns that show:
Growth and decline for individual keywords Growth and decline for total traffic
It is important to look at where you succeed and where you struggle so that you can streamline your site across the board.
14. New sessions and new users
Measuring new sessions and users is a straightforward way to quantify your reach. These metrics for local SEO show you how well you are attracting new audiences.
You can even split them further by city, page title and more.
15. Number of organic SERPs
How many SERPs do you appear on? This is a storytelling sign for your organic reach. The more SERPs you are able to show up without paying for ads, the higher your ROAS (and the lower your CPC and CPA).
Remember Google’s various SERP features (for example, the local package). It will be easier to find your way into this digital property if you measure your performance.
16. Keep track of your backlinks
Your backlink profile can help strengthen your local SEO and guide you to new audiences.
Companies like Ahrefs have a backlink control so you can keep track of this metric. You can determine your domain authority (DA), number of backlinks, percentage of do-follow links, number of referring domains, percentage of do-follow referring domains and more.
17. Rejection rates
A high bounce rate is expensive for local businesses. Measure and address your bounce rate to ensure you do not lose valuable sales.
There are many ways to measure bounce rates automatically, but the equation down to your speed of visits to a page divided by the total number of sites. Bounce rate is a little different than an exit rate because it measures people who visit your site without visiting other pages.
Paired with residence time, bounce rate is an intuitive local SEO metric.
18. Response time
When it comes to local messaging, response time is important. Websites like Google My Business and Facebook track how long it takes you to reply to a message. You can either have a customer service person manage the messages, create a chatbot, or have a combination of the two. No matter how you approach it, you will be as fast as possible.
When it comes to local SEO, your site structure may look like this.
Now it does not make sense for all sites to have all these pages. The bottom line is that you want to track your key KPIs for each segment of pages. What keywords do they rank by, CTR in SERPS, traffic, conversions and more.
20. Non-branded search terms
Brand queries may make up a large portion of searches, but they are not the whole set and kaboodle. Non-brand searches also have a grip on local SEO.
Non-branded search terms include key phrases that are not your brand or company name.
The Google Search Console can help you distinguish between your branded / non-branded split.
21. The last of our list of measurements for local SEO: Top Exit pages
Home pages are the last pages your audience visits before leaving your site. Know which pages are most likely to be left out so you can prioritize them in your site optimization.
There are many reasons why a page may be one of your top landing pages, so focus on design and layout, page speed, content organization, readability and overall quality of the page.
Also, be sure to fire up an exit pop up on these pages. We generally see around a 14% increase in conversions with exit pop-ups.
Local SEO can have a huge impact on the success of your local business.
Make sure you keep an eye on the SERPs – and customer memory – by paying attention to these 21 key metrics.