So far we’ve covered many points on how to be more effective in your local SEO campaign, and Google is very open about how they define local rankings in search result pages. Google My Business even has a help section dedicated to the topic called, Improve your local ranking on Google.
One of the last points Google brings up is “prominence.” Prominence is how well-known your business is online and offline. To figure out how prominent (or popular) you are, Google crawls online to see how often your business is mentioned or linked to from other pages, and takes into account the popularity of those other pages too.
Again, Google is trying to do its best to give relevant and reliable information nearest to its users, and the popularity of a page can be a factor in search results. Online reviews are one way to show your business’ prominence, but there are other ways to get your name and links out there on other pages. Consider the following:
Press releases (or media releases) are one way to get your story and news out. If you get picked up by the news media, your business (and website) gets highlighted on prominent news sources. You can send your releases via a newswire service so it travels beyond your network and reaches a variety of different media sources.
Being associated with local city, business or nonprofit organizations is a great way to get networked. It’s especially beneficial if those organizations give you a profile with links on their site.
Did you know you can apply for awards and recognition? Inc. magazine has Inc. 1000, and many local business journals have “best of” rankings. If you can get nominated or voted for, or even just apply to be in the running, your business may get some recognition in prominent sites and media outlets.
Anytime you help in the community is an opportunity to get noticed and featured as a great company doing great things. It’s a win-win, giving you good PR as you give back for the good of society. It’s sometimes referred to as “cause marketing” when spreading goodwill around the community opens up the door to highlight or market your business in a favorable way. And anytime you do philanthropical work, it doesn’t hurt to send out a press release like we mentioned earlier.