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Announcing the 2017 Local Search Ranking Factors Survey Results

April 11, 2017

By Whitespark

Shifting priorities

Here are the results of the thematic factors in 2017, compared to 2015:

Thematic Factors

2015

2017

Change

GMB Signals

21.63%

19.01%

-12.11%

Link Signals

14.83%

17.31%

+16.73%

On-Page Signals

14.23%

13.81%

-2.95%

Citation Signals

17.14%

13.31%

-22.36%

Review Signals

10.80%

13.13%

+21.53%

Behavioral Signals

8.60%

10.17%

+18.22%

Personalization

8.21%

9.76%

+18.81%

Social Signals

4.58%

3.53%

-22.89%

If you look at the Change column, you might get the impression that there were some major shifts in priorities this year, but the Change number doesn’t tell the whole story. Social factors may have seen the biggest drop with a -22.89% change, but a shift in emphasis on social factors from 4.58% to 3.53% isn’t particularly noteworthy.

The decreased emphasis on citations compared to the increased emphasis on link and review factors, is reflective of shifting focus, but as I’ll discuss below, citations are still crucial to laying down a proper foundation in local search. We’re just getting smarter about how far you need to go with them.

The importance of proximity

For the past two years, Physical Address in City of Search has been the #1 local pack/finder ranking factor. This makes sense. It’s tough to rank in the local pack of a city that you’re not physically located in.

Well, as of this year’s survey, the new #1 factor is… drumroll please…

Proximity of Address to the Point of Search

This factor has been climbing from position #8 in 2014, to position #4 in 2015, to claim the #1 spot in 2017. I’ve been seeing this factor’s increased importance for at least the past year, and clearly others have noticed as well. As I note in

Posted by Whitespark

Since its inception in 2008, David Mihm has been running the Local Search Ranking Factors survey. It is the go-to resource for helping businesses and digital marketers understand what drives local search results and what they should focus on to increase their rankings. This year, David is focusing on his new company, Tidings, a genius service that automatically generates perfectly branded newsletters by pulling in the content from your Facebook page and leading content sources in your industry. While he will certainly still be connected to the local search industry, he’s spending less time on local search research, and has passed the reins to me to run the survey.

David is one of the smartest, nicest, most honest, and most generous people you will ever meet. In so many ways, he has helped direct and shape my career into what it is today. He has mentored me and promoted me by giving me my first speaking opportunities at Local U events, collaborated with me on research projects, and recommended me as a speaker at important industry conferences. And now, he has passed on one of the most important resources in our industry into my care. I am extremely grateful.

Thank you, David, for all that you have done for me personally, and for the local search industry. I am sure I speak for all who know you personally and those that know you through your work in this space; we wish you great success with your new venture!

I’m excited to dig into the results, so without further ado, read below for my observations, or:

Click here for the full results!

Shifting priorities

Here are the results of the thematic factors in 2017, compared to 2015:

Thematic Factors

2015

2017

Change

GMB Signals

21.63%

19.01%

-12.11%

Link Signals

14.83%

17.31%

+16.73%

On-Page Signals

14.23%

13.81%

-2.95%

Citation Signals

17.14%

13.31%

-22.36%

Review Signals

10.80%

13.13%

+21.53%

Behavioral Signals

8.60%

10.17%

+18.22%

Personalization

8.21%

9.76%

+18.81%

Social Signals

4.58%

3.53%

-22.89%

If you look at the Change column, you might get the impression that there were some major shifts in priorities this year, but the Change number doesn’t tell the whole story. Social factors may have seen the biggest drop with a -22.89% change, but a shift in emphasis on social factors from 4.58% to 3.53% isn’t particularly noteworthy.

The decreased emphasis on citations compared to the increased emphasis on link and review factors, is reflective of shifting focus, but as I’ll discuss below, citations are still crucial to laying down a proper foundation in local search. We’re just getting smarter about how far you need to go with them.

The importance of proximity

For the past two years, Physical Address in City of Search has been the #1 local pack/finder ranking factor. This makes sense. It’s tough to rank in the local pack of a city that you’re not physically located in.

Well, as of this year’s survey, the new #1 factor is… drumroll please…

Proximity of Address to the Point of Search

This factor has been climbing from position #8 in 2014, to position #4 in 2015, to claim the #1 spot in 2017. I’ve been seeing this factor’s increased importance …read more

Source:: Moz Blog

      

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