Part IV – Local vs. Global
In the 4th and final part, I’m going to discuss a slightly confusing—but nonetheless VERY important—subject, and that is the difference between local SERP tracking and global rank tracking.
It seems that many users have a MAJOR misunderstanding of how Google tracking works. And this misunderstanding is preventing you from truly utilizing the POWER of our technology to help grow your business with your SEO ninjutsu. Let’s start with the first somewhat uneasy truth: Google knows where you are at all times!!
Google Knows Only What You Tell Them
Fig. 1. Google knows only what you tell them
Well fine, perhaps not yet entirely, but it does know where the search is happening from, even if you use incognito search. So, for instance, a person who searches for “cat food” from Paris will see different results than a person who searches for that from New York, and so on. The difference in rank could be STAGGERING at times.
What it means is that your term might not rank too high in a general search, yet it could be in the top 10 for a person who searches from Berlin, for example. What it also means is that unless you consider the whole world as your target audience, you probably only care to target a certain MAIN area (like most businesses).
This is the difference between aiming for a high global SEO rank and local SERP. Global SEO focuses on using generic keywords to get traffic and search volume to a website. On the other hand, localized keywords specifically target audiences within the local environment, like a town or vicinity, to get relevant, local search traffic from that area. Knowing this, you must decide whether to focus on Google local rank tracking and aim for customers in your business area or get more traffic by targeting a higher global SEO rank.
Go Local or Go Global?
Fig. 2. Choose whether you want to focus on global or local rankings
If you run a pet store in New York City that makes deliveries, why would you target a person from Canada and be what he sees when he searches Google for “cat food delivery”? You would, however, want to target the audience in the vicinity of YOUR physical delivery zone.
Another example: If you distribute a product to the entire US, then in addition to the standard US setup, you would probably want to track several areas within the US. Perhaps you are doing better in some areas than others, and seeing that will allow you to investigate and adjust your strategy accordingly.
The game is all about local SEO these days, especially since the update of the pigeon algorithm and the Google Snack Pack (or local pack) that shows results based on a physical radius from the searched location. We’re talking about ridiculously zoomed-in NSA-like resolutions here. If you want your (or your client’s) pet store to conquer the neighborhood through Google and provide every single doggy in its vicinity with nutritious food and treats, you will have to take all that into consideration. It can be done if you go about it wisely!
Now, the question some of you might be asking is, if Google shows unique, organic search results based on the searcher’s location in some niches, what are those general google.com ranks you can track?
Well the answer is – you’ll get the rank most people from the US get with no localization targeting. Why would you care for those general results? The answer is: it depends. If you’re after utter rank dominance (which I support!) then a general google.com tracking will show your overall progress. If you target the world or the US as your audience (your main market), then the general google.com tracking would still be relevant for you, , and focusing on your global SEO rank makes sense.
When to Focus on Local SERP Tracking
Fig. 3. Mobile devices have shown how important local SERP is
Tracking google.com with another country selected (local tracking checked) will get you the rank most people from that country get when they search on google.com.
If you target a specific country, using the respective native Google is a good idea to get your organic rankings on the local Google site results (i.e. for France, use google.fr; for UK, use google.co.uk; for Germany, use google.de; etc.). If you target a zone, or several zones, you would want to define localized tracking for a term and see how your SEO strategy affects each area. If you have a business relevant to a certain physical vicinity, then you would want local tracking (like in the pet store example above).
The ever-growing importance of Google local rank tracking was highlighted with the massive shift to mobile devices as the main tech used for “googling” places. With mobile devices taking over as the most popular way to search for businesses, it’s no wonder that Google looks out for nearby searches.
Google’s algorithm will show whatever results are closest based on your search location – which can help if you’re looking somewhere specific like pizza joints around me or other places similar in nature. Thus, businesses all over town — from restaurants and coffee shops to barber shops and pet stores – seek to dominate local SERPs, making use of local ranking data to put their name on the top of the search results.
If you’re running a local business or you have a client that operates one, you should use a local keyword rank checker to determine which keywords will help the website place higher in the local SERP. Oftentimes, you’ll find that utilizing phrases with the words “near me” or “nearby” can help you rank in local search results.
Businesses with multiple locations, like those in the service industry, should have a strategy for local search engine optimization that’s relevant to the area. We advise you to create separate pages for different business locations, with each one being personalized for the demands of the specific market. Oh, and don’t forget to update your Google Business Profile for each location and mark them on Google Maps. Use a local rank tracker to check whether the keywords you’re using are getting enough traffic for your website.
Why Not Do Both?
Fig. 4. Track global + local rankings with ProRankTracker
So basically, we’re talking about global+local combos here: one to give a general picture and to aim for “big rank” dominance, and the other to show the most refined and relevant ranks you can get.
Having said all that, how do you actually track it all?? Luckily, this is where PRT comes in! See, with our technology, you don’t need to physically be at the location where you want to track local rankings. WE can do that for you by bypassing Google’s geo-targeted barriers and give you the most lucid and clear picture you can get.
Many people think that ProRankTracker is just for global SEO rank tracking. Well, they’re not maximizing what our tool can offer! If you’re reading this, then you’re one step ahead of others in improving your local SERP tracking and ranking.
You can use PRT as your local keyword rank checker and see if you’re targeting relevant phrases that local customers are searching for. We offer the most accurate rank tracking for local keywords that will not only help you find highly searched key phrases but also hidden gems in keyword rankings that you can take advantage of.
Try out ProRankTracker today! Whether you’re focusing on improving your global SEO rank, targeting specific customers with local SERP, or working on an SEO strategy to tackle the global + local search performance combo, PRT is the best tool to track local rankings. Plus, ProRankTracker is a rank tracker for local SEO that’s effective in delivering accurate ranking results from other major search engines aside from Google!
We’re offering a free 30-day trial with all premium features enabled. Don’t miss this chance to improve your SEO strategies by having the most accurate local rank tracker tool at your fingertips.
So START USING THIS FEATURE. It’s very simple! Watch the video in case you don’t already know how: