Metrics for local SEO: How to measure for better results

Knowing how to measure local SEO metrics is key to staying ahead in competitive markets. From local rankings to customer engagement, understanding what to look for in the metrics can dramatically improve your strategy. But without the right tools, tracking these metrics can be challenging. Fortunately, there are some time-saving solutions that give local businesses a clearer view of their local SEO performance.

Why you need to track metrics for local SEO

Businesses that know how to measure local SEO can better assess what’s working and identify areas for improvement. Properly tracking local SEO metrics allows managers to make more informed decisions about:

• Visibility: Search rankings, website traffic, and Google Business Profile interactions highlight how visible a business is in local searches.
• Service improvements: Reviews reveal insights into customer satisfaction and areas for improvement.
• Outranking competitors: Keep up with and even surpass your rivals by adapting to their strategies, trends, and customer behavior.
• Areas to target: Local SEO metrics help identify which locations generate the most traffic and conversions. With this data, businesses can focus on regions that offer the highest returns.
• Resource allocation: Decide where to focus your marketing budget and efforts based on data-driven ROI insights.
• Refining other marketing campaigns: Analyzing local search queries helps businesses understand which keywords are most effective. This data informs targeted local SEO advertising and content campaigns that truly resonate with the audience. Better targeting leads to higher engagement and conversion rates.

The benefits of tracking metrics for local SEO are clear. In fact, you could be putting your business at risk by ignoring them. But first, you have to know exactly which local SEO metrics to prioritize. 

The key metrics for local SEO you should be tracking

Tracking the right metrics for local SEO can make or break your digital marketing strategy. Focus on key performance indicators that are most likely to contribute to the success of your local SEO campaign.

Local search rankings

Where your business ranks for targeted local keywords is one of the most important metrics to track.

Google Local Pack results for comedy clubs in New York

Semrush’s Map Rank Tracker helps you stay on top of your local Google Maps positions and identify opportunities for improvement.

Google Business Profile (GBP) performance insights

The former Google My Business (GMB) offers a wealth of useful data on how customers find and interact with your listing. This includes search queries, views, and other actions taken on your profile.

Google Business Profile metrics for local SEO

For more in-depth analysis, Semrush Local’s simple Insights of GBP tool displays data across a wider timeframe.

GBP metrics from Semrush Local 

Online reviews and ratings

Customer reviews significantly impact local SEO, so you should be tracking both the quantity and quality of reviews.

Review data from Google

Positive reviews enhance your business’s reputation and improve rankings, making it easier for potential customers to find you.

Monitoring local citations

Local citations are mentions of your business on other websites, including directories and social media.

Yelp results for restaurants in Beverly Hills

Consistent and accurate citations are vital for local SEO. Check the number of citations and ensure that they match your Google Business Profile information to avoid confusion.

Competitor analysis

Understanding what your competitors are doing can offer invaluable insights for your own local SEO strategy. By monitoring their SEO tactics, you can identify areas where they excel and uncover opportunities to outperform them. Keep track of the number of reviews they receive, how well they respond to customers, and where they rank for keywords you're targeting.

Website traffic from local search

Track organic traffic from local search queries and check how much of that volume is converting.

Local SEO metrics in Google Analytics
 

Conversion rates measure the percentage of visitors who perform an action, such as filling out a contact form or checking out. Optimize landing pages with clear calls to action to increase these rates.

Phone call tracking

Use call tracking tools to monitor which local SEO strategies lead to phone inquiries. Analyzing this data is one of the best ways to see which strategies are most profitable and worth doubling down on.

Loading times

Faster-loading pages keep visitors engaged, reduce bounce rates, and improve conversion rates.

Google PageSpeed Insights for a local pizza restaurant

Google’s PageSpeed Insights tool provides detailed analysis and suggestions for optimizing page load times.

Of course, knowing which local SEO metrics to track is one thing, actually tracking them is another. You’ll need the right tools to measure these metrics effectively and drive your local SEO in the right direction.

How to measure local SEO metrics with three essential tools

To effectively measure and improve local SEO, businesses need robust tools that provide comprehensive data and insights. While there are several top-quality local SEO tools on the market, these three cover practically everything you need.

Google Analytics

Google Analytics is a free tool that tracks website traffic, user behavior, and conversions. For local SEO, it helps you understand how much of your traffic comes from local searches. The tool can also reveal which pages are most effective in engaging local visitors.

1. Open the Reports menu.
2. In the left-hand menu under User, click Demographic details.
3. Break down your users by country, region or city and filter for other metrics.

Google Search Console

Google Search Console offers insights into your website’s search performance. It shows which search queries bring traffic to your site, your search rankings, and any issues that might affect your visibility. You can also discover new search terms to inform your content marketing strategy.

Google Search Console metrics for local SEO

1. Under the Performance menu, click Search results.
2. At the top of the page, click + New.
3. Here you can filter for Queries. Enter local keywords that you’ve been targeting with website content.
4. You can also filter by Country or Page to see how a local landing page is performing.

Semrush Local

Semrush Local is a comprehensive platform designed to track and enhance local SEO efforts. It includes tools like Map Rank Tracker, Review Analytics, Competitors Review Report, and Listing Management.

Local SEO data for a retail store’s online listing presence
 

1. Simply log into Semrush and select the tool you need under the Local menu on the left.
2. Once you’ve entered your essential business information and keywords to track, the tool takes care of pretty much everything else for you.