Setting goals or benchmarks and consistently meeting them is what will generate success and lead businesses to their desired results. Having a constant measure of the progress made towards those goals and benchmarks is what allows businesses to stay on track and make any necessary adjustments along the way.
For example, if a company’s goal is to earn a certain number of 5-star reviews on Google per month per store, tracking and measuring can indicate how close or far each store is from reaching that goal.
Instant Access to Important Information
The constant measurement of local SEO data is important, but another major benefit of having all of this data on hand through real-time reporting is that it provides companies with an immediate snapshot of their performance whenever they need it.
Local search is highly competitive and not only is the industry constantly growing, but brands are always looking for an edge to help them outshine their competitors. The ability to access local search rankings, review statistics and social engagement metrics at any time can greatly improve competitive decision making, influence day-to-day activities, and provide the necessary advantage needed to beat local competitors.
Fosters adoption and accountability
A local SEO strategy will only be successful if it is adopted by the entire company. Every employee holds a critical role in the local SEO strategy and they should understand the impact that they can have on the company’s success as a whole.
For example, customer-facing employees need to know that providing great service influences better reviews which then influences how well they rank on Google and ultimately how many customers visit their location in the future.
Everything a business measures in relation to local SEO can be looked at from a company-wide view or drilled all the way down to a location-by-location basis. Brands can determine which locations aren’t meeting the expectations and go to the exact store to make any necessary changes and improvements. Everyone from the top down can be held accountable for playing their part in the whole.
Create an atmosphere of learning
The ability to measure and drill down to specifics is a powerful tool for holding people accountable, but it doesn’t necessarily have to be regarded as a watchful eye that is looking to call out or punish any mistake. Rather, it can be a chance to help build employees up, teach them how to improve or do things differently and show them exactly what they can do to have a more positive impact on the success of the company.
Developing local SEO KPIs gives businesses a quantifiable measure that can be used to determine how well their goals are being met, where they can make improvements and exactly what steps need to be taken in order to improve their local SEO strategy.
Here are the essential KPIs that should be used to measure the effectiveness of your strategy:
The difficulty with tracking leads for physical location or service area businesses is that aside from asking each and every customer, to date, there’s no definitive way to determine exactly how many customers came from local search. The good news is, you can still get pretty darn close.
Through tools like Google Insights and Yelp Business Analytics, businesses can now get a far greater understanding of how well their Local SEO strategy is actually working. These analytics platforms allow brands to track impressions, requests for directions, clicks to call and even what type of search (Branded vs. Unbranded) lead users to your listing.
Since customers calling your location and more specifically, requesting driving directions to your location is highly correlated to them visiting your location, businesses can track improvements in these metrics to determine how many more customers are visiting their locations due to the local SEO strategy they have put in place.
A successful local SEO strategy will show that the percentage of listing views from unbranded searches increases, clicks to calls increase, and requests for driving directions increase. This shows that not only are your listings becoming more visible in the local search results, but customers are actually clicking on your listings and taking action to visit your locations. If any of these aren’t meeting their target, it’s time to start digging deeper to uncover why.