Using Local SEO Heatmaps to Track Geographic Rankings

Understanding Local SEO Heatmaps

For businesses that serve customers in specific geographic areas, appearing in Google's local search results is essential. The CRM's Local SEO feature includes a tool called the Heatmap, which visually tracks how a business ranks for specific keywords across different locations on a map.

The Heatmap answers a key question: if a potential customer searches for your service near a particular address, where does your business appear in the local results? It displays this data as a series of colored pins or a grid overlaid on a map. Each pin is labeled with a ranking number (like 1-20) and is color-coded to show performance at that spot, helping you instantly see your strong and weak areas.

Key Components of the Heatmap

• Location Pins/Grid: Points are plotted in a grid pattern or circles around your business address.
• Rank Indicators: Each pin shows a number representing your business's ranking position for the tracked keyword at that location.
• Average Rank: An overall score calculated from all the pins for a keyword, giving a snapshot of your general performance in the area.
• Competitor Overlay: You can optionally add a competitor to the map to compare rankings side-by-side in different neighborhoods.

Setting Up a Local SEO Project

Before you can use heatmaps, you need to create a local project for your business.

1. Connect Your Google Business Profile: First, ensure you have connected your Google account and granted the CRM access to your Google Business Profile (GBP). This is done in the CRM's SEO settings.
2. Add a New Local Business: Navigate to Sites > SEO > Local SEO. Click the button to create a new business.
3. Select and Configure: Search for and select your business exactly as it appears on Google. You can give the project a custom name. Once added, it will appear in your Local SEO dashboard.
4. Open the Heatmap: From your business list, click on the business name or a "View" option to open the Heatmap tool. You'll see your business location on the map with options to add keywords.

Using the Local SEO Heatmap Tool

Adding and Tracking a Keyword

To start tracking, add a relevant keyword, such as "electrician Austin." After entering the keyword, you can configure settings like the map radius or grid size and how often the system should refresh the data.

Interpreting the Results

• Pins are typically color-coded: green for top rankings (1-3), yellow/orange for middle (4-10), and red for lower positions (11-20). Pins showing a rank beyond the top 20 may appear gray.
• The Average Rank metric provides a quick, overall performance grade.
• Clicking on an individual pin can show you which businesses are ranking in the top spots at that exact location.
• You can view historical data to track progress over time and compare your performance against competitors if that feature is enabled.

Managing Multiple Keywords

You can track several keywords for the same business. The dashboard shows the total number of keywords per business, and you can switch between their respective heatmaps in the interface. Settings like scan radius and frequency can be adjusted for each keyword individually.

Understanding Credit Usage (Points)

Scanning local rankings uses points from a monthly allowance. Each location pin that is checked during a scan costs 1 point. Since each keyword has its own heatmap, tracking multiple keywords uses more points. Additionally, scanning for both desktop and mobile results will use twice the points.

Example: A heatmap with a 7x7 grid (49 pins) for one keyword, scanned weekly, would use approximately 196 points in a month.

Tips to Optimize Point Usage:

• Use a smaller grid (e.g., 5x5 instead of 7x7).
• Reduce the scan frequency (e.g., bi-weekly or monthly).
• Choose to scan only desktop or mobile results, not both.
• Focus on tracking your most valuable 1-5 keywords.

Applying Heatmap Insights

• Geo-Targeted Efforts: Create localized content or campaigns for areas where your rankings are low.
• Optimize Your Google Business Profile: Ensure your categories, business hours, photos, and reviews are complete and accurate.
• Competitor Analysis: Identify which competitors outrank you in specific areas and analyze their profiles.
• Track Progress: Run new scans after making SEO improvements to see if pins turn from red to green.
• Reporting: Use the export or share functions to include heatmaps in client reports or presentations.

Troubleshooting Common Issues

• Business Not Found: Verify your Google Business Profile is active and you've connected the correct Google account in the CRM settings.
• Consistently Low Rankings ("Not in Top 20"): Try different keyword phrases or review your GBP for completeness and accuracy.
• All Pins Show the Same Rank: This may indicate an issue with the grid or radius configuration; try adjusting the settings.
• Competitor Name Appears on Your Map: This is normal if they are outranking your business at those specific pin locations.
• Average Rank Not Updating: Try running a manual scan to refresh the data.
• Google Business Profile Sync Delays: Data typically syncs weekly. If immediate updates are needed, you may need to reconnect your GBP account.

By strategically using Local SEO Heatmaps, you can direct your marketing efforts with precision, working to improve your visibility in the neighborhoods that matter most for your business.