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Local Search Engine Optimization Analysis of “Calgary Auto Body”

An analysis of the top ranking website in Google’s search results for the term “Calgary Auto Body”. Why does A1-Autobody rank in the first position? I’ll discuss a few potential reasons.

Transcript

Hey guys, Calin Yablonski here. Today on Under the Microscope, we’re going to be taking a look at the keyword, Calgary Auto Body and a business that ranks in the first position for that keyword. Let’s scroll down, let’s go past the Google ad words ads. Let’s ignore the ones in the right sidebar as well as this Google map right now and let’s scroll down the website that’s ranking in the number 1 position. That business is A1 Auto Body Ltd. For starters, we can see that A1 Auto Body Ltd. has a 4.6 rating with over 65 Google reviews. That is a tremendous amount of Google reviews followed by a few other companies such as Superior Paint & Body Service, Concours Collision Centre, Boyd Auto Body & Glass, Horton Auto Body & Paint and a few others. You might be asking yourself if you own an auto body shop, how the heck did A1 Auto Body get to the top of Google search results?

Let’s click on this link and take a look at the top 5 reasons why they’re ranking in the first position. First and foremost, we can take a look at the A1 Auto Body website and a couple of things jump out to me really, really quickly. First and foremost, we can see that in the title tag it has the keyword, auto body. If I were to open up the source code and look at the code. Don’t worry, I’m going to walk you through this. We can see that they have A1 Auto Body as well as auto mechanical repair Calgary. More importantly, they have the keywords, Calgary and auto body in what’s called the website’s title tag or meta data. Now this title tag is going to appear in the little tab that you see when you’re navigating a website, and it will also appear in Google search results. Let’s type A1 auto body, and that is what you will see as the title of your website in Google search results.

First and foremost, having those keywords in your website’s title tag is incredibly important. It’s one of the most important areas to optimize when you’re attempting to rank in Google search results. That’s number 1. The second item is that if we transition down to the content, you’re going to notice that there are multiple references to keywords like Auto Body, Superior Automotive Repairs and also the keyword, Calgary. When you incorporate these keywords in what’s called your website’s H1 tag or the heading 1 tag on your website, Google will actually provide preference to those terms and phrases. I would bet you that if I were to look through the content, I would find additional references to auto body related keywords. I can see auto body here, I see auto body here, I see some related terms such as repair, A1 auto body and so and so forth.

Incorporating keywords that are related to the terms and phrases that you want to rank for in your content has a dramatic impact on where your website is going to appear in Google search results. Next we see that we have the address, A1 Auto Body and its associated address marked up on its home page. This is actually really important and something that a lot of people don’t do to rank in Google’s local search results. I’m talking about the search results that appear when you search for say, Calgary auto body. The local search results are going to be this area right here. Typically, you can notice them because they have the business’s name, the URL or the domain name, the reviews associated with the business, as well as its address. These are also going to be connected to the Google mapping system, so the A pin marker will show up on the map.

That’s what we’re talking about when I mention the local search results. To rank in the local search results, you need to send these location signals back to the search engines. You do that in a number of ways, but one of the most fundamental is incorporating your business’s name, address and telephone number on your website’s home page, as well as in a few other locations on the website. Now in search engine optimization, especially local search engine optimization, which is what we’re talking about today, we call that a NAP so your website’s name, address and phone number, again, really, really important to incorporate when you’re attempting to rank for location-specific keywords. Lastly, we have … Actually, not lastly. I’ve got 2 more things to go.

Next we have a Google map embedded on the website’s home page. I’m just going to click this and see if it will … No, it’s not going to do it. A Google map is also a really great way to send these location specific signals back to the search engines. Typically, what you would prefer to see is not just a pin marker, but the business’s name embedded on the map. The way you do that is by setting up a Google, My Business Page and then grabbing a snippet of code and dropping in the Google map. That’s another way and another reason why this business is ranking in the top of the search results.

Now the last 1 I want to talk about may seem simple, but it’s something quite fundamental to local search engine optimization that I see a lot of local businesses get wrong and that’s that they have named their business A1 Auto Body. They’ve actually included the keyword, auto body in their business’s name. Remember when I was talking about having the keywords in the content? Well, they’re naturally able to do that because auto body is in their business name. You’re going to see it everywhere the business’s name is referenced. The keywords they’re attempting to be ranked for are also going to be referenced. It’s in the content, it’s in the website’s domain name, so we see auto body right there.

The other item that’s really important is that in Google’s local search results, this is all connected to a system called, Google My Business, and Google My Business absolutely provides preference and increased rankings to businesses that have the keywords they’re attempting to rank for in their business names. The takeaway from this today is that if you want to rank for a specific keyword or phrase, try and incorporate it into your business’s name. Those are a few quick tips into why A1 Auto Body ranks in the first position on Google. As always, I hope you found this valuable, and I’ll talk to you again soon.

Calin is the founder and lead strategist at Inbound Interactive. He is responsible for the development and execution of Inbound's search marketing strategies.

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