Accurate tracking, measurement, and reporting is mission critical for local SEO marketers. Brands have a massive amount of local and organic search data available to them (especially those with multiple locations), but not all data is created equal.
To save time, keep costs in line, and unearth the most relevant insights, brand marketers must identify the key performance indicators (KPIs) that actually matter. With those KPIs in hand, marketers can implement a simple three-step process to quickly track local search performance, measure the effectiveness of local SEO efforts, and analyze results to optimize future efforts.
First, let’s look at the local SEO KPIs you should track and measure for the greatest success and impact on ROI.
1. Check Ranking on Search Engines (Google, Yahoo and Bing)
My last Search Engine Watch column discussed “The Big 3″ search engines account for an estimated 94.2 percent of all search traffic, but Google itself takes only a 65 percent slice of that pie. You need to track across all three for an accurate view of overall performance, but this can be incredibly time consuming. Monitoring search engine rankings across the engines from a single platform makes tracking and measuring this important KPI a scalable endeavor.
Takeaway: Run searches for keywords in all the cities where you have locations.
2. Ranking on Local Search
Tracking and measuring your performance in organic search is important, but you need to get more granular with local search results, including the map pack and third-party results. How are you ranking for specific keywords on Yelp, Facebook, Citysearch, Superpages, and other third-party local sites?
Takeaway: Review the engines for third-party pages where your brand can rank.
3. Citation Consistency across the Ecosystem
Feeding incorrect business information or failing to keep listing information current in search engines and data aggregators can lead to a poor user experience. You need to see how your citation accuracy compares with local rankings over time. Citation tracking and monitoring also enables brand marketers to quickly spot unclean data and correct it individually or with bulk edits.
Takeaway: Compare local business data for matching and