Your homepage is unlikely to rank for all your service keywords. So you’ll need to target some with separate pages.
To assign keywords to URLs, think about which services they map to.
If they map to very different services, such as “boiler installation” and “burst pipe repair,” assign them to separate pages.
If they map to the same service, such as “drain unblocking” and “drain unclogging,” assign them to the same page.
You can learn more about this process in our local keyword research guide below.
Learn more: How to Do Local Keyword Research
Chapter 3. Local SEO ranking factors
You may recall that local SEO is a game of two halves because there are two ways to rank. The first is the map pack, and the second is the “regular” organic results.
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Ranking factors vary depending on where you want to rank—but some are important for both.
Venn diagram showing some ranking factors "overlap," i.e., some factors are important to both "map pack" and "regular" results
Below, we’ll look at what SEOs believe are the most important factors for each.
Google Business Profile (formerly Google My Business)
A Google Business Profile is a local listing with information about your business. It’s free and allows your business to appear in the map pack and Google Maps.
What SEOs say
In all, 36% of SEOs think your Google Business Profile is the most important ranking factor for the map pack. And 6% believe that it’s important for the “regular” organic results. That’s according to BrightLocal’s survey.