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Google local results are an important source of visitors for many local businesses. Which factors really influence a company’s ranking in Google local search results in Slovakia and in general?

We collected and analyzed Google local results data to find the answer. Working with statisticians from the University of Žilina,  we evaluated a sample of 308 search results from 42 different searches and estimated a model that would best suit our data.

Our dependent variable was the position in the search results. Additionally, we chose the factors often presented in SEO articles as important ranking factors in local searches, to serve as possible explanatory variables.

When a company undertakes a search engine optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and rightly so) is focused on the company website. After being involved in a number of these debates, it has become really obvious that the main problems are the facts that no two SEO companies are alike and there is no unified methodology on the basis of Identité Marketing noted. This is the one aspect where there is a feeling of control–once a website is released into the wild, the company will have to see how its site fares against all the other websites out there, whether the other sites are using ethical SEO tactics or not. Apart from changes made to the company website, the assumption is often that the company and, if it is using one, its SEO service, has zero control over what appears in search engine results. However, this is not usually the case. Often, you or your SEO service can have a direct effect on search engine results by monitoring your competitors and reporting them to the major search engines when the SEO techniques used on their site fall outside what is popularly referred to as ethical SEO. For more information regarding to professional SEO services, you can click this link.  Another factor you need to take into account when considering the costs of implementing an SEO strategy is the time it takes. We have been an SEO company for many years and we know it takes time to get the rankings you are after. There are no short cuts. All of our plans are based around a six month cycle. We do not ask people to sign contracts. We charge on a monthly basis for our SEO services. Only 30 days notice is needed to terminate your relationship with our SEO agency but to get the best out of any strategy we design for you then you should budget for six months.  Ireland SEO Company SEO services focus on Google. You need to know Google takes no prisoners. You either rank high on page 1 and get most of the traffic or you get nothing. It’s that simple.

What is the main reason that businesses create a website? It’s simple, they want more business with fewer expenses, and they want to cover a wider market. Unfortunately, simply creating the website doesn’t get the customers clamoring to buy the product or service, because in order to get the customers to the website, they must be able to find it. Traffic Valley professional SEO services are so beneficial to the customers, and they Services these areas where it help businesses draw more clients to their websites, which results in expanded business.

What are the factors that affect rankings?

The predominant issue is that websites are ranked. There are a variety of factors that affect this ranking, such as:

· Keywords – when the proper keywords are selected, the site is ranked higher.

· On-page Optimization – this includes assorted factors such as placement of keywords, density of keywords, meta tags, and other factors

· Backlinks and other off-page Optimization – this includes other sites that link to the customer’s website as well as popularity of the link and ranking of the page.

· Top 10 competing sites – these are the main competitive sites in the same vertical market vying for the same customers.

What does SEO specialist focuses on?

There are a variety of other factors that the services of the professional SEO analyst can provide to improve the rankings, increase customer contact and sales, and do all of this through an affordable SEO Service. These analysts focus on:

· Keyword analysis and research

· Full analysis of the competition as well as the keyword usage for the top to competitors

· Comprehensive ranking reports

· Analytics set up on Google if required, along with the analytics reports

· Sitemaps and robots.txt creation

· Full optimization of content and recommendations for keyword enhancement and placement.

So which are the best SEO services for you?

Compare the benefits of the cheap SEO services to those SEO services costs that match the GNP of some small countries, and when comparing what they both provide, the benefits of the affordable SEO services on the level playing field – the customer is just paying less for the same services.

Look for a company that provides the top rankings for the six keyword phrases, and on a budget scale. Look for extremely satisfied customers who have been with the SEO Services for a variety of years, and look for one who is willing to work with their customers to create the best optimization possible and keep those rankings in the top 10 responses.

When results are guaranteed and current clients sing the praises of the SEO Services, it’s obvious that the company goes the distance to work with the customers, create the best SEO optimization points, and at the same time make it affordable. These are the reasons customers are satisfied and continue to do business with the company year after year.

Street with local businesses

Google local search results

Numeric variables

  • how many times are company’s contact details such as address and telephone number mentioned on the web just like on Google+ (Number of citations)
  • how many times is company mentioned on the web but without the telephone number
  • how many +1s has company on its Google+ profile (Number of +1s on Google+)
  • how many followers company has on Google+ (Number of followers)
  • how many ratings company has on Google+ (Number of ratings)
  • how many stars has company in its ratings on avarage (Rating)

Binary variables (yes/no being the only possible values)

  • whether company is verified in Google (Verified company)
  • whether company has a key word or so called dummy variable in its name (Key word in name)
  • whether company has any photos added to its profile (Photos)
  • whether company has a description with relevant keywords (Relevant description)
  • whether it has set the right category – for example plumbers for plumber (Right category)
  • whether it has its profile connected to Google+ (Profile connected to Google+)
  • whether it has a Google maps profile (Web profile)
  • whether it has set the “publisher” connection to Google+ (Google+ connected to web)

The keywords on which we chose to perform the searches served as so called dummy variables. Value 1 was assigned to searches with connection to key words and value 0 to those not connected to the chosen keywords. These are some of the phrases we have tested: bed and breakfast London, sushi Wien, bistro Bratislava, pâtisserie Lyon, kaviareň Košice (the complete list of words can be found at the end of this article).

The set of measurements was divided into two parts based on the values of “Web profile” variable. This variable gains the value 1 for companies with a local web profile from Google maps (107 companies) and value 0 for companies without such profile (201 companies).

What kind of results did we get?

The most important factors

The overall most important factors showed to be the following variables: Profile connected with G+ (in this case the correlation was the strongest), Web profile and Number of ratings. The correlation between the variable Ranking and two other variables – Number of citations and Web profile showed to be of very low statistical significance reaching the value of 0.05.

Therefore the formula for the calculation of position is as follows:

Ranking = 4.33 – 0.001 x Number of citations – 0.73 x Web profile

Correlation between the three variables showed to be of low statistical significance reaching the value of 0.10. At the same time we also took into consideration the possible dependencies between the explanatory variables and decided to add the following explanatory variables into our model: Keyword in name, Number of citations, Rating – number of stars and Web profile.

Therefore the formula for the calculation of position is as follows:

Ranking = 4.33 – 0.001 x Number of citations – 0.38 x Key word in name – 0.73 x Web profile.

For the regressive analysis we used a lineal regressive model which we have created following these steps:

  1. Backward elimination – we added all the independent variables into the model and then taking into account the significance of their regressive coefficient, eliminated the insignificant ones.
  2. Forward elimination – we started adding variables accordingly to their p-value from the test of significance of regressive coefficient.
  3. Maximum R-squared improvement – in this step we added variables with the maximum value of determination coefficient. Model with two explanatory variables showed to be the most suitable for the purpose of our research.
  4. Additionally, we also added variables which correlation with the variable Ranking was statistically significant, reaching the value of 0.10. We added the following explanatory variables: Keyword in name, Number of citations, Rating – number of stars and Web profile.

The statistical analysis was carried out by RNDr. Lucia Švábová, PhD. and RNDr. Marek Ďurica, PhD. from the University of Žilina, Faculty of Operation and Economics of Transport And Communication, Department of Quantitative Methods And Economic Informatics. We would like to thank them once again for their support during the research.

Keywords monitored in the searches that have been added to the research:

  • inštalatér Bratislava
  • reštaurácia Ružinov
  • kaderníctvo Žilina
  • pizza Praha
  • kavárna Brno
  • pivárna Praha Žižkov
  • autoservis Bratislava
  • biergarten Wien
  • penzión Trenčín
  • bed and breakfast London
  • sushi Wien
  • bistro Bratislava
  • pâtisserie Lyon
  • kaviareň Košice
  • pekáreň Bratislava
  • stolárstvo Košice
  • nábytok Piešťany
  • gelato Milan
  • plumber Birmingham
  • vin Oreléans
  • bäckerei Berlin
  • dry cleaning Sheffield
  • hotel Žilina
  • stavebniny Bratislava
  • fast food Wien
  • cukrárna Praha
  • bicykle Banská Bystrica
  • diner Houston
  • gallery San Francisco
  • autoservis Plzeň
  • masaje Barcelona
  • museum Roma
  • market London
  • cafe Edinburgh
  • fitness Melbourne
  • pilates Praha
  • knihy Brno
  • reality Zvolen
  • advokát Trnava
  • účtovník Trenčín
  • swimming pool Cardiff
  • hostel Göteborg
  • spa Atlanta
  • théâtre Montréal

Correlation matrix of the selected variables

Key word

Ranking

Number of citations

Number of citations (without the digit )

Number of +1s

Number of followers

Verified company

Number of ratings

Key word in name

Ratings

Photos

Relevant description

Right category

Profile connected to G+

Web profile

G+ connected to web

Key word

1,00 0,00 -0,05 -0,02 -0,03 -0,01 0,06 -0,03 0,14 0,04 -0,08 -0,05 0,05 0,06 0,16 0,09

Ranking

0,00 1,00 -0,10 -0,06 -0,01 0,03 -0,04 -0,06 -0,11 -0,10 -0,02 -0,02 -0,05 -0,03 -0,17 0,07

Number of citations

-0,05 -0,10 1,00 -0,04 0,14 0,07 0,07 0,21 0,05 0,24 0,18 -0,10 0,09 0,06 -0,06 -0,05

Number of citations (without the digit)

-0,02 -0,06 -0,04 1,00 -0,02 0,05 0,05 0,01 0,05 0,04 0,04 -0,02 0,02 0,04 -0,04 -0,04

Number of +1s

-0,03 -0,01 0,14 -0,02 1,00 -0,06 -0,33 0,79 -0,01 0,16 -0,01 -0,11 0,00 -0,27 -0,12 -0,11

Number of followers

-0,01 0,03 0,07 0,05 -0,06 1,00 0,19 0,12 0,09 0,18 0,20 -0,04 0,06 0,19 0,11 0,27

Verified company

0,06 -0,04 0,07 0,05 -0,33 0,19 1,00 -0,06 0,01 0,05 0,47 0,31 0,20 0,96 0,23 0,33

Number of ratings

-0,03 -0,06 0,21 0,01 0,79 0,12 -0,06 1,00 0,05 0,38 0,22 -0,09 0,08 -0,02 -0,05 -0,02

Key word in name

0,14 -0,11 0,05 0,05 -0,01 0,09 0,01 0,05 1,00 0,09 0,09 0,01 -0,15 0,00 0,04 -0,05

Ratings

0,04 -0,10 0,24 0,04 0,16 0,18 0,05 0,38 0,09 1,00 0,36 -0,15 0,21 0,09 0,02 -0,02

Photos

-0,08 -0,02 0,18 0,04 -0,01 0,20 0,47 0,22 0,09 0,36 1,00 0,06 0,22 0,47 0,07 0,09

Relevant description

-0,05 -0,02 -0,10 -0,02 -0,11 -0,04 0,31 -0,09 0,01 -0,15 0,06 1,00 -0,01 0,29 0,15 0,15

Right category

0,05 -0,05 0,09 0,02 0,00 0,06 0,20 0,08 -0,15 0,21 0,22 -0,01 1,00 0,23 0,04 0,10

Profile connected to G+

0,06 -0,03 0,06 0,04 -0,27 0,19 0,96 -0,02 0,00 0,09 0,47 0,29 0,23 1,00 0,22 0,33

Web profile

0,16 -0,17 -0,06 -0,04 -0,12 0,11 0,23 -0,05 0,04 0,02 0,07 0,15 0,04 0,22 1,00 0,10

G+ connected to web

0,09 0,07 -0,05 -0,04 -0,11 0,27 0,33 -0,02 -0,05 -0,02 0,09 0,15 0,10 0,33 0,10 1,00

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