Local SEO Optimization Guide 2024: Dominate Local Search Results

Local SEO has become more critical than ever for businesses with physical locations or service areas. With 46% of all Google searches having local intent and 76% of people who search for something nearby visiting a business within a day, optimizing for local search can dramatically impact your bottom line.

In 2024, local SEO has evolved beyond simple directory listings to encompass sophisticated strategies involving Google My Business optimization, local content marketing, review management, and advanced citation building. This comprehensive guide will teach you everything you need to know to dominate local search results.

Understanding Local SEO in 2024

What is Local SEO?

Local SEO is the practice of optimizing your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines, typically including location-specific keywords or triggering local results based on the searcher's location.

Types of Local Searches:

Explicit local searches: "dentist in Chicago", "pizza delivery near me"
Implicit local searches: "emergency plumber", "auto repair" (when location is implied)
Google My Business searches: Direct searches for business names or categories

The Local Search Landscape in 2024

Key Statistics:

97% of consumers search online for local businesses
Local searches drive 18% more purchases than non-local searches
88% of local mobile searches result in a call or visit within 24 hours
Google My Business listings with complete information are 2.7x more likely to be considered reputable

Evolution of Local Search Features:

Google My Business messaging for direct customer communication
Local Services Ads with Google Guaranteed badges
Advanced review features including AI-powered review summaries
Enhanced local pack results with more business information

Google My Business Optimization

Setting Up Your GMB Profile for Success

Complete Profile Information: Every field in your Google My Business profile should be filled out completely and accurately.

Essential GMB Elements:

Business Name:

Use your exact legal business name
Avoid keyword stuffing in the business name
Be consistent across all platforms
Include location only if it's part of your legal name

Business Categories:

Choose the most specific primary category
Add relevant secondary categories (up to 9 additional)
Research competitor categories for insights
Update categories as your business evolves

Business Description:

Example Optimized Description:
"Family-owned Italian restaurant serving authentic homemade pasta, wood-fired pizzas, and traditional Italian wines since 1985. Located in downtown Chicago's Little Italy neighborhood, we offer dine-in, takeout, and catering services. Our chefs use imported Italian ingredients and family recipes passed down through generations. Perfect for romantic dinners, family celebrations, and business meetings."

Key Description Elements:

Include primary keywords naturally
Mention your unique selling propositions
Add location context and neighborhood
Include services offered
Mention years in business for credibility

Advanced GMB Optimization Strategies

1. Google Posts Optimization

Post Types and Strategy:

Event Posts:

Promote special events and seasonal offerings
Include specific dates and times
Add compelling visuals and clear calls-to-action
Use location-specific hashtags

Offer Posts:

Highlight special promotions and discounts
Include promo codes for tracking
Set clear expiration dates
Add terms and conditions

Product/Service Posts:

Showcase specific products or services
Include pricing information when appropriate
Add high-quality product images
Link to relevant landing pages

Update Posts:

Share business news and announcements
Highlight awards and certifications
Announce new team members or services
Share customer success stories

Optimal Posting Strategy:

Post 2-3 times per week minimum
Vary post types for engagement diversity
Include location-specific keywords
Add relevant hashtags (#ChicagoRestaurant #LittleItaly)
Use high-quality, original images

2. Photo and Video Optimization

Photo Categories and Best Practices:

Exterior Photos:

High-resolution storefront images
Multiple angles showing signage and parking
Seasonal photos showing year-round accessibility
Street view context for easy identification

Interior Photos:

Well-lit spaces showcasing atmosphere
Different areas (dining room, bar, private rooms)
Clean, uncluttered spaces
Action shots of customers enjoying services

Product/Service Photos:

High-quality images of products or services in action
Before and after shots for service businesses
Detail shots highlighting quality and craftsmanship
Lifestyle images showing products in use

Team Photos:

Professional staff photos with names and roles
Action shots of team members at work
Group photos showing company culture
Owner/founder photos for personal connection

Photo Optimization Tips:

Upload 5-10 new photos monthly
Use original photos only (no stock images)
Optimize file names with descriptive keywords
Maintain consistent branding and quality
Include captions with relevant keywords

3. Review Management and Response Strategy

Review Generation Strategies:

Automated Review Requests:

Email Template Example:
Subject: Thank you for choosing [Business Name]!

Hi [Customer Name],

Thank you for visiting [Business Name] yesterday. We hope you enjoyed your experience with our [specific service/product].

Your feedback helps us serve our community better. If you have a moment, we'd appreciate if you could share your experience on Google:

[Direct Google Review Link]

If you have any concerns or suggestions, please don't hesitate to reach out to us directly at [email] or [phone].

Thank you for supporting local business!

Best regards,
[Your Name]
[Business Name]

In-Person Review Requests:

Train staff to ask satisfied customers for reviews
Provide business cards with QR codes linking to Google reviews
Create table tents or signage with review requests
Offer small incentives for honest reviews (where allowed)

Review Response Best Practices:

Positive Review Response Template:

"Thank you so much for the wonderful review, [Customer Name]! We're thrilled that you enjoyed [specific detail from review]. Our team takes great pride in [relevant service aspect], and it's wonderful to hear that it made your experience special. We can't wait to welcome you back for [relevant service/product]!"

Negative Review Response Strategy:

"Thank you for taking the time to share your feedback, [Customer Name]. We sincerely apologize that your experience didn't meet our usual standards. This is not the level of service we strive for. I'd love to discuss this further and make things right. Please contact me directly at [email/phone] so we can resolve this matter. We value your business and hope to earn back your trust."

Review Response Guidelines:

Respond to ALL reviews within 24-48 hours
Keep responses professional and personalized
Thank customers by name when possible
Address specific points mentioned in reviews
Take negative conversations offline when possible
Use keywords naturally in responses

GMB Insights and Performance Tracking

Key Metrics to Monitor:

Discovery Metrics:

How customers find your listing (search vs. maps)
Brand vs. category searches
Geographic distribution of views
Device usage (mobile vs. desktop)

Engagement Metrics:

Profile views and search appearances
Website clicks and phone calls
Direction requests and photo views
Google Posts engagement rates

Conversion Tracking:

// Track GMB clicks to website
gtag('event', 'gmb_website_click', {
  'event_category': 'GMB',
  'event_label': 'Website Click',
  'value': 1
});

// Track phone calls from GMB
gtag('event', 'gmb_phone_call', {
  'event_category': 'GMB',
  'event_label': 'Phone Call',
  'value': 1
});

Local Citation Building and Management

Understanding Citation Importance

What are Local Citations? Local citations are online mentions of your business name, address, and phone number (NAP). They serve as trust signals to search engines and help establish your business's legitimacy and local relevance.

Types of Citations:

Structured Citations:

Business directories (Yelp, Yellow Pages, BBB)
Industry-specific directories
Local chamber of commerce listings
Government and municipal websites

Unstructured Citations:

Blog posts and articles mentioning your business
Social media mentions
News articles and press releases
Sponsorship acknowledgments

NAP Consistency and Optimization

NAP Formatting Best Practices:

Business Name Consistency:

✅ Correct: "Chicago Deep Dish Pizza Co."
❌ Incorrect: "Chicago Deep Dish Pizza Company"
❌ Incorrect: "Deep Dish Pizza Co. - Chicago"
❌ Incorrect: "Chicago Deep Dish Pizza"

Address Standardization:

✅ Correct: "123 Main Street, Suite 456, Chicago, IL 60601"
❌ Incorrect: "123 Main St. Ste. 456, Chicago Illinois 60601"
❌ Incorrect: "123 Main Street #456, Chicago, IL 60601"

Phone Number Formatting:

✅ Correct: "(312) 555-0123"
❌ Incorrect: "312.555.0123"
❌ Incorrect: "312-555-0123"
❌ Incorrect: "+1 (312) 555-0123"

High-Quality Citation Sources

Tier 1 Citations (Essential):

Google My Business
Bing Places for Business
Apple Maps Connect
Facebook Business Page
Yelp Business Account

Tier 2 Citations (Important):

YellowPages.com
Better Business Bureau
Chamber of Commerce
Foursquare
MapQuest

Industry-Specific Citations:

Restaurant Citations:

OpenTable, Grubhub, DoorDash
TripAdvisor, Zomato, MenuPix
Local food blogs and restaurant guides

Healthcare Citations:

Healthgrades, WebMD, Vitals
Psychology Today (for mental health)
Zocdoc, CareDash

Legal Services Citations:

Avvo, Martindale-Hubbell, FindLaw
State bar association directories
Legal aid society listings

Home Services Citations:

Angie's List, HomeAdvisor, Thumbtack
Houzz (for contractors/designers)
HVAC.com, Plumbers.com (industry-specific)

Citation Audit and Cleanup Process

Step 1: Citation Discovery

Tools for Citation Discovery:
- BrightLocal Local Search Results Checker
- Moz Local Listing Score
- Whitespark Local Citation Finder
- SEMrush Listing Management Tool

Step 2: Inconsistency Identification Create a spreadsheet tracking:

Business name variations
Address formatting differences
Phone number inconsistencies
Website URL variations
Category discrepancies

Step 3: Correction and Optimization

Claim and verify all major directory listings
Update NAP information to match your standard format
Add complete business descriptions where possible
Upload high-quality images to directory profiles
Respond to reviews on citation platforms

Local Content Marketing Strategy

Location-Based Content Creation

Local Content Types:

Neighborhood Guides:

Example Title: "The Ultimate Guide to Downtown Chicago's Hidden Gems"
Content Includes:
- Local landmarks and attractions
- Nearby restaurants and shops
- Transportation options
- Parking information
- Seasonal events and activities
- Insider tips from locals

Local Event Coverage:

Sponsorship announcements
Community event participation
Seasonal celebrations and festivals
Local charity involvement
Industry meetups and conferences

Local Business Partnerships:

Collaborative blog posts
Joint promotions and events
Cross-referrals and testimonials
Community project involvement
Local supplier spotlights

Customer Success Stories:

Template Structure:
1. Customer background and local connection
2. Challenge or need they faced
3. How your business provided the solution
4. Results and impact on their business/life
5. Quote testimonial
6. Call-to-action for similar situations

Local Keyword Research and Optimization

Local Keyword Types:

Geographic + Service Keywords:

"plumber in [city]"
"[city] emergency dental care"
"best [service] near [landmark]"
"[neighborhood] [business type]"

"Near Me" Optimization:

Optimize for voice search queries
Include natural language variations
Focus on mobile user intent
Create FAQ content answering local questions

Advanced Local Keyword Research:

Competitor Analysis:

Research Process:
1. Identify top 10 local competitors
2. Analyze their Google My Business categories
3. Extract keywords from their GMB posts
4. Review their website content for local terms
5. Check their review content for customer language
6. Analyze their social media for local hashtags

Local Keyword Tools:

Google Keyword Planner with location targeting
SEMrush with local database selection
Ahrefs with geographic filters
AnswerThePublic for local question variations

Long-Tail Local Keywords:

Examples:
- "24 hour emergency plumber downtown Chicago"
- "organic Italian restaurant Little Italy Chicago"
- "family dentist accepting new patients Lincoln Park"
- "dog grooming services near Millennium Park"

Schema Markup for Local SEO

Local Business Schema Implementation:

Basic LocalBusiness Schema:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Chicago Deep Dish Pizza Co.",
  "image": "https://example.com/logo.jpg",
  "telephone": "(312) 555-0123",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "11:00",
      "closes": "22:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday", "Sunday"],
      "opens": "12:00",
      "closes": "23:00"
    }
  ],
  "priceRange": "$$",
  "servesCuisine": "Italian",
  "acceptsReservations": true
}

Service Area Business Schema:

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Chicago Plumbing Services",
  "serviceArea": {
    "@type": "GeoCircle",
    "geoMidpoint": {
      "@type": "GeoCoordinates",
      "latitude": "41.8781",
      "longitude": "-87.6298"
    },
    "geoRadius": "50000"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "Chicago"
    },
    {
      "@type": "City", 
      "name": "Evanston"
    }
  ]
}

Review Schema for Local Businesses:

{
  "@context": "https://schema.org",
  "@type": "Review",
  "reviewBody": "Excellent service and friendly staff. The pizza was amazing!",
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "5",
    "bestRating": "5"
  },
  "author": {
    "@type": "Person",
    "name": "John Smith"
  },
  "itemReviewed": {
    "@type": "LocalBusiness",
    "name": "Chicago Deep Dish Pizza Co."
  }
}

Advanced Local SEO Strategies

Multi-Location SEO

Location Page Strategy: Create unique, valuable pages for each location with:

Location-Specific Content Elements:

Unique business descriptions for each location
Local landmarks and neighborhood information
Location-specific staff bios and photos
Unique customer testimonials and reviews
Local parking and transportation information
Area-specific service offerings or specialties

URL Structure for Multiple Locations:

✅ Good Structure:
yoursite.com/locations/chicago/
yoursite.com/locations/milwaukee/
yoursite.com/locations/madison/

❌ Poor Structure:
yoursite.com/location1/
yoursite.com/loc-chi/
yoursite.com/chicago-store/

Location Page Template:

<div itemscope itemtype="http://schema.org/LocalBusiness">
  <h1 itemprop="name">[Business Name] - [City Location]</h1>
  
  <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
    <span itemprop="streetAddress">[Street Address]</span>
    <span itemprop="addressLocality">[City]</span>
    <span itemprop="addressRegion">[State]</span>
    <span itemprop="postalCode">[ZIP]</span>
  </div>
  
  <div itemprop="geo" itemscope itemtype="http://schema.org/GeoCoordinates">
    <meta itemprop="latitude" content="[Latitude]">
    <meta itemprop="longitude" content="[Longitude]">
  </div>
  
  <span itemprop="telephone">[Phone Number]</span>
  <span itemprop="email">[Email Address]</span>
  
  <!-- Location-specific content -->
  <section class="location-about">
    <h2>About Our [City] Location</h2>
    <p>[Unique description of this location]</p>
  </section>
  
  <!-- Local area information -->
  <section class="local-area">
    <h2>Serving [City] and Surrounding Areas</h2>
    <p>[Neighborhood and area information]</p>
  </section>
</div>

Local Link Building Strategies

Community-Based Link Building:

Local Sponsorships:

Youth sports teams and leagues
Community events and festivals
Charity runs and fundraisers
Local school programs and activities
Chamber of commerce events

Local Partnership Opportunities:

Cross-promotion with complementary businesses
Joint events and workshops
Supplier and vendor relationships
Professional associations and groups
Business improvement districts

Press and Media Relations:

Local PR Strategy:
1. Identify local media outlets and journalists
2. Create newsworthy story angles
3. Develop press release templates
4. Build relationships with local reporters
5. Offer expert commentary on industry topics
6. Share business milestones and achievements

Resource Page Link Building:

Local business directories and chambers
Tourism and visitor bureau websites
Municipal and government resource pages
Industry association member directories
Local blog and website resource sections

Voice Search Optimization for Local

Conversational Keyword Targeting:

Traditional: "pizza delivery Chicago"
Voice Search: "Where can I get pizza delivered near me?"

Traditional: "dentist Lincoln Park Chicago"
Voice Search: "Find a dentist in Lincoln Park that's open today"

Traditional: "oil change near me"
Voice Search: "What's the best place to get an oil change around here?"

FAQ Optimization for Voice Search:

<div itemscope itemtype="https://schema.org/FAQPage">
  <div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
    <h3 itemprop="name">What are your hours of operation?</h3>
    <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
      <p itemprop="text">We're open Monday through Friday from 8 AM to 6 PM, and Saturday from 9 AM to 4 PM. We're closed on Sundays.</p>
    </div>
  </div>
  
  <div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
    <h3 itemprop="name">Do you offer emergency services?</h3>
    <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
      <p itemprop="text">Yes, we provide 24/7 emergency plumbing services throughout Chicago and surrounding suburbs. Call our emergency line at (312) 555-0123.</p>
    </div>
  </div>
</div>

Local SEO Tools and Analytics

Essential Local SEO Tools

Free Tools:

Google My Business Insights:

Profile views and customer actions
Search query data and trends
Photo views and engagement metrics
Customer interaction patterns

Google Search Console:

Local search query performance
Geographic search distribution
Mobile vs. desktop local traffic
Local landing page performance

Google Analytics with Local Tracking:

// Track local landing page performance
gtag('config', 'GA_TRACKING_ID', {
  'custom_map': {
    'dimension1': 'location',
    'dimension2': 'service_area'
  }
});

// Track local conversion events
gtag('event', 'local_contact', {
  'event_category': 'Local',
  'event_label': 'Phone Call',
  'custom_parameter_location': 'Chicago'
});

Premium Local SEO Tools:

BrightLocal:

Local search ranking tracking
Citation building and management
Review monitoring and management
Local search audit tools

Moz Local:

Listing distribution and management
Duplicate listing detection
Review monitoring across platforms
Local search visibility scoring

Whitespark:

Citation building and research
Local rank tracking
Review management
Local search competitive analysis

Local SEO Measurement and KPIs

Key Performance Indicators:

Visibility Metrics:

Local pack ranking positions
Google My Business profile views
Local organic search rankings
Map visibility and impressions

Engagement Metrics:

GMB clicks to website
Phone calls from GMB listing
Direction requests
Customer message volume

Conversion Metrics:

Local landing page conversions
Store visits and foot traffic
Local lead generation
Online-to-offline attribution

Reporting Dashboard Template:

Weekly Local SEO Report:

VISIBILITY
• Local Pack Rankings: [Track top 5 keywords]
• GMB Profile Views: [Week over week change]
• Local Organic Traffic: [Sessions from local searches]

ENGAGEMENT  
• GMB Website Clicks: [Total and % change]
• Phone Calls: [Total and % change]
• Direction Requests: [Total and % change]

REPUTATION
• New Reviews: [Count and average rating]
• Review Response Rate: [Percentage]
• Overall Rating: [Current average]

CITATIONS
• New Citations Built: [Count]
• Citation Consistency Score: [Percentage]
• Duplicate Listings Found: [Count]

Industry-Specific Local SEO Strategies

Restaurant and Food Service

Menu Optimization:

Include location keywords in menu descriptions
Optimize for dietary restrictions and local preferences
Create seasonal and local ingredient content
Implement Menu schema markup

Local Food Keywords:

Examples:
- "best deep dish pizza in Chicago"
- "authentic Italian restaurant Little Italy"
- "farm-to-table dining Lincoln Park"
- "gluten-free options downtown Chicago"

Review Management Focus:

Food quality and taste descriptions
Service speed and staff friendliness
Atmosphere and ambiance details
Pricing and value perceptions

Healthcare and Medical

HIPAA-Compliant Review Management:

Never respond with patient information
Focus on general service quality
Highlight facility cleanliness and staff professionalism
Address concerns without medical details

Medical-Specific Schema:

{
  "@context": "https://schema.org",
  "@type": "MedicalBusiness",
  "name": "Chicago Family Dental",
  "medicalSpecialty": "Dentistry",
  "acceptedInsurance": [
    "Blue Cross Blue Shield",
    "Aetna", 
    "Cigna"
  ],
  "availableService": [
    {
      "@type": "MedicalProcedure",
      "name": "Dental Cleaning"
    },
    {
      "@type": "MedicalProcedure", 
      "name": "Root Canal"
    }
  ]
}

Legal Services

Practice Area Location Pages:

URL Structure:
/chicago-personal-injury-lawyer/
/divorce-attorney-cook-county/
/bankruptcy-lawyer-illinois/

Legal-Specific Content:

Local court information and procedures
State and local law explanations
Community legal education resources
Local legal news and updates

Home Services

Service Area Optimization:

Create pages for each service area and city
Include travel time and service radius information
Highlight emergency and same-day services
Showcase local permits and licensing

Before/After Content:

Local project showcases with neighborhood context
Customer testimonials mentioning specific areas
Seasonal service information by region
Local building codes and regulation content

Common Local SEO Mistakes to Avoid

1. Inconsistent NAP Information

Problem: Different variations of business name, address, or phone number across platforms.

Solution: Create a master NAP document and ensure consistency across all platforms. Regularly audit and update listings.

2. Ignoring Negative Reviews

Problem: Not responding to negative reviews or handling them poorly.

Solution: Develop a review response strategy that addresses concerns professionally and moves conversations offline when necessary.

3. Keyword Stuffing in GMB

Problem: Over-optimizing Google My Business profiles with excessive keywords.

Solution: Write naturally for humans while including relevant keywords where appropriate. Focus on user experience over keyword density.

4. Neglecting Local Content

Problem: Creating generic content without local relevance or community connection.

Solution: Develop a local content strategy that highlights community involvement, local events, and area-specific information.

5. Poor Mobile Experience

Problem: Local searchers using mobile devices encounter slow or difficult-to-use websites.

Solution: Prioritize mobile optimization with fast loading times, easy navigation, and prominent contact information.

Future of Local SEO

Emerging Trends and Technologies

AI and Machine Learning Impact:

More sophisticated local intent understanding
Improved personalization based on search history
Enhanced voice search capabilities
Automated review sentiment analysis

Augmented Reality (AR) Integration:

AR business information overlays
Virtual store tours and product demonstrations
Interactive local maps and directions
Enhanced visual search capabilities

Privacy and Data Changes:

Increased focus on first-party data collection
Changes in location tracking and user privacy
Impact of cookie deprecation on local targeting
Enhanced user control over location data

Preparing for Local SEO Evolution

Future-Proofing Strategies:

Focus on providing exceptional user experiences
Build strong community relationships and partnerships
Invest in first-party data collection and customer relationships
Stay updated with Google's local algorithm changes
Develop omnichannel customer experiences

Technology Investments:

Customer relationship management (CRM) systems
Review management and monitoring platforms
Local search rank tracking and analytics
Marketing automation for local campaigns

Conclusion

Local SEO in 2024 requires a comprehensive, multi-faceted approach that goes far beyond basic directory listings. Success comes from understanding your local market, optimizing every aspect of your online presence, and building genuine connections with your community.

The businesses that thrive in local search are those that consistently provide value to their local customers both online and offline. By implementing the strategies outlined in this guide—from Google My Business optimization to local content marketing and community engagement—you can establish a dominant local search presence that drives real business results.

Remember that local SEO is an ongoing process that requires regular attention and optimization. Search algorithms evolve, competitors adapt their strategies, and customer behaviors change. The key to long-term success is maintaining a customer-first approach while staying current with best practices and emerging trends.

As local search continues to evolve with new technologies and user behaviors, the fundamental principles remain constant: provide excellent service, engage with your community, maintain accurate and comprehensive online information, and always prioritize the user experience. Businesses that master these fundamentals while adapting to new opportunities will continue to succeed in the competitive local search landscape.

Frequently Asked Questions

Q: How long does it take to see results from local SEO efforts? A: Basic improvements like GMB optimization can show results in 2-4 weeks, while comprehensive local SEO strategies typically take 3-6 months to show significant impact. Citation building and content strategies may take longer to mature.

Q: Is it worth paying for local directory listings? A: Focus on free, high-quality citations first. Paid directories can be valuable if they're industry-specific, have high domain authority, and are used by your target customers. Avoid low-quality paid directory services.

Q: How many Google My Business posts should I publish per week? A: Aim for 2-3 posts per week minimum. Consistency is more important than frequency. Mix different post types (offers, events, updates, products) to maximize engagement.

Q: Can I optimize for local SEO if I don't have a physical location? A: Yes, service area businesses can optimize for local SEO by focusing on service areas, creating location-specific content, and building local citations. Use service area schema markup and hide your address in GMB if you serve customers at their locations.

Q: How important are customer reviews for local SEO rankings? A: Reviews are a significant ranking factor for local search. Focus on review quantity, quality, recency, and diversity. Responding to reviews also signals engagement and can improve rankings.