Brief change suggests local SEO ranking factors are different for branded queries

I had a unique experience a couple months ago that confirmed that Google weights local ranking factors differently for branded search terms than they do for non-branded ones.

Before I explain what happened, I need to first clarify that there are currently two different kinds of local 3-packs (branded vs. non-branded), and my conclusion is that the ranking factors for these are not the same.

Branded vs. non-branded 3-pack

The branded 3-pack is generally what you get when you search things like “sears dallas” or “starbucks seattle” or “state farm chicago.” (However, I frequently see Google showing branded 3-packs for non-branded queries. I’ve always concluded this means that Google somehow “thinks” the query is a branded search when it’s really not.)

You’ll get a non-branded 3-pack when you search generic categories like “shopping mall chicago” or “auto insurance baltimore.”

[Read the full article on Search Engine Land.]

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About The Author

Joy Hawkins

Joy Hawkins is a Local SEO expert who is a Google My Business Top Contributor. She regularly contributes to many online communities in the Local SEO world, including the Google My Business forum (Top Contributor), the Local Search Forum (Top Contributor), and the Local University Forum (Moderator). She is also a contributor to the Moz Local Search Ranking Factors survey. Joy is the owner of Sterling Sky in Canada and is the author of the Expert's Guide to Local SEO, which is an advanced training manual for people wanting a detailed look at what it takes to succeed in the Local SEO space.