Local SEO Reporting: How to Measure Your Local SEO

When it comes to local SEO, tracking your performance is key so you can understand what works and where there’s room for improvement. Without proper reporting, it’s almost impossible to gauge your efforts, optimise your strategy or measure your return on investment. 

Local SEO reporting gives you the insights you need to track rankings, monitor customer engagement and refine your approach to ensure your business stays competitive in local search results.

At Prosperity Media, our local SEO services are available to rank and report for your business. 

Metrics to Track in Your Local SEO Reports

To effectively measure your local SEO efforts, it’s important to track a range of key metrics that provide insights into your traffic, engagement and conversions. Here are some of the most important metrics for local businesses to include in their local SEO reports:

Google My Business

Google My Business (GMB) is central to local SEO performance. Tracking metrics like views, searches and customer actions directly from your GMB profile gives you an overview of how people interact with your business listing. Monitoring these metrics helps you understand your visibility and engagement within local search results.

Searches (Direct, Discovery, Branded)

• Direct searches: These are searches where customers specifically look for a local business by name or address, and tracking this helps with understanding brand recognition.
• Discovery searches occur when customers search for a category, product or service you offer. Monitoring these helps assess how well you’re being found in broader local searches.
• Branded searches: These include searches featuring your brand name along with other keywords, and they show how often customers are looking for your business specifically.

Views (Search, Maps)

• Search views: The number of times your business appeared in search results, whether in the regular search section or local search.
• Map views are views that come from people searching on Google Maps. Monitoring these helps you understand how often people find your business while navigating in your area.

Customer Actions (Visits, Calls, Direction Requests)

These actions track how customers interact with your listings after finding it:

• Visits: How many people click on your business to visit your website?
• Calls: How many people click to call your business directly from your listing?

Conversions

Tracking conversions—like completed purchases, form submissions or newsletter sign-ups—gives you insight into how well your local SEO efforts are driving business outcomes. This metric is critical to understanding the ROI of your local SEO strategy.

Traffic

Monitor the volume and sources of traffic coming to your site through local search. This includes tracking both organic and direct traffic to see how your local SEO efforts are driving more potential customers to your site.

Customer Reviews

Customer reviews impact local rankings and the trustworthiness of your business. Track the number, frequency and quality of reviews across platforms like Yelp, Google and Facebook. Engaging with reviews can also enhance customer relationships and improve your local reputation.

Paid Ads Performance

If you’re running paid local ads, like Google Ads, track metrics like impressions, clicks and conversions from those campaigns. This will help you understand how your paid strategy is complementing your organic local SEO efforts.

Keyword Ranking

Tracking keyword rankings for local search terms is crucial to understanding how well your business is performing against competitors in the local market. Monitor rankings for both broad terms and specific location-based keywords to ensure you’re staying competitive.

Local Pack and Map Pack Rankings

The Local Pack, also known as the Map Pack, is where your business shows up on Google Maps and in the top three local results on the SERP. Track how your business ranks in the Local Pack and Map Pack for your targeted keywords to measure the effectiveness of your local SEO strategy and improve visibility in very competitive local searches.

How to Build a Local SEO Report

Creating a comprehensive local SEO audit involves gathering key metrics, analysing performance and providing actionable insights. Here’s how you can build an effective local SEO report template:

Google Looker Studio

Google Looker Studio, previously known as Data Studio, lets you create customised, visually appealing reports by pulling data from different sources, including Google Search Console, Google My Business and Google Analytics. It offers flexibility in reporting and helps present your local SEO data in a clear, digestible format so it’s easy to track progress and identify trends.

Google Analytics

Google Analytics is a vital tool for tracking website traffic and user behaviour. In a local SO report, you can monitor key metrics like organic search traffic, user demographics and geographic data. This helps you understand where your local visitors are coming from, how they interact with your site, and which pages are driving the most traffic.

Integrating Google Analytics data with other SEO tools gives you a well-rounded view of your local SEO performance.

Provide Analysis and Recommendations

Once you’ve gathered the data with local SEO tools, it’s important to provide a detailed analysis and actionable recommendations. Highlight areas of strength and areas for improvement. Offer suggestions on optimising Google My Business, improving local citations, targeting additional keywords or boosting customer reviews. This ensures local SEO efforts are continually refined for better results.

Local SEO Reporting Tools

There are several powerful tools available to streamline and optimise your local SEO reporting, providing you with the insights you need to track progress and adjust strategies for better results in terms of your local search rankings and local search strategy. Here are three options:

Local Falcon

Local Falcon specialises in go-based rank tracking and offers detailed insights into how your business ranks across different geographic areas. With its heatmaps and location-specific reporting, Local Falcon helps companies monitor their local search performance and identify regions where optimisation efforts need to be focused.

Bright Local

Bright Local is a comprehensive platform designed for local SEO reporting that offers a range of tools to track keyword rankings, citations, reviews, and Google My Business performance. It’s particularly useful for multilocation businesses, providing in-depth reports to help you assess your visibility, online reputation and local search effectiveness across markets.

SE Ranking

SE Ranking is an all-in-one SEO tool that includes local SEO reporting features like local rank tracking, competitor analysis and site audits. It can track local keyword rankings and integrate Google My Business Data, providing detailed and customisable reports to track local SEO performance and refine strategies as needed.

Find Out What Our Local SEO Agency Can Do For You

With years of experience and a data-driven approach to creating local SEO report templates and actionable insights, we can optimise your local presence, track performance, and drive more traffic to your business. 

Let us handle the complexities of local SEO while you focus on growing your business.