Yext Study: Local SEO Best Practices Vary by Business
▼ Summary
– Review engagement is the most consistent factor for Local Pack visibility, with review count, new reviews per month, and owner responses being key signals.
– Industry-specific differences exist, such as Food & Dining benefiting more from recent, high-quality reviews than total volume or profile completeness.
– In Hospitality, curated high-quality photos outperform large photo collections, while strong ratings and clear descriptions remain important.
– Regional variations impact SEO effectiveness, with the Northeast less sensitive to traditional factors and the Midwest requiring weekend review responses.
– Yext’s study suggests moving away from one-size-fits-all SEO tactics, emphasizing industry-specific and region-specific strategies for better local search performance.
Understanding how local SEO strategies perform differently across industries and regions can help businesses optimize their online presence more effectively. A recent analysis of 8.7 million Google search results reveals that many widely recommended local SEO tactics don’t deliver uniform results, their effectiveness varies significantly depending on the type of business and its location.
Review management stands out as the most consistent factor influencing visibility in Google’s Local Pack. Businesses that actively engage with customer feedback, maintain a steady flow of new reviews, and respond promptly to comments tend to rank higher. The study highlights review count, recent reviews, and owner responses as critical signals that impact performance across all sectors.
However, the research also uncovers notable differences between industries. For example, restaurants and food-related businesses benefit more from a consistent stream of fresh, high-rated reviews rather than simply filling out every profile field. In contrast, the hospitality industry sees better results with a smaller selection of high-quality photos rather than an extensive but unfocused gallery. While profile completeness remains important universally, the emphasis on specific elements shifts depending on the business type.
Geographic location further complicates the picture. The study found that businesses in the Northeast are less affected by traditional SEO factors, while those in the South and West suffer more from delayed review responses. Notably, weekend response times matter significantly in the Midwest, where delays until Monday can hurt visibility. This suggests that maintaining consistent engagement, even outside standard business hours, is crucial for maintaining search rankings.
The analysis draws from Yext’s Scout Index, which tracks over 200 structured data points per business, including reviews, operational details, and profile completeness. While the findings are based on correlations rather than proven causation, they provide valuable insights for marketers looking to refine their local SEO strategies.
The key takeaway? A tailored approach works best. Businesses should prioritize review management as a foundational practice while adjusting other tactics based on their industry and regional trends. Testing and refining strategies specific to their market can help maximize visibility in an increasingly competitive local search landscape.
Featured Image: Roman Samborskyi/Shutterstock
(Source: Search Engine Journal)
