Local SEO


Local SEO is a critical component of any digital marketing strategy for basement waterproofing and foundation repair contractors. These types of businesses rely heavily on local customers so optimizing their online presence for local searches is paramount. These are some of the reasons why local SEO is so important



Whitespark is one of the most respected agency sources for Local SEO and each year they conduct a survey asking SEO experts to determine what’s working to drive rankings and conversions in local SEO, and what’s not.

They don’t have any special access to the internal workings of Google’s local search algorithm. These factors are based on over a decade of analysis, experience, research, and local experts testing their various hypotheses when it comes to the specific signals Google is using to evaluate and rank businesses.

These are the Individual local search ranking factors organized into different groups

  • Google Business Profile signals
  • On-page signals
  • Reviews signals
  • Links signals
  • Behavioural signals
  • Citations signals
  • Personalization

Local search ranking factors relevancy in organic results and the local pack/finder

There is a difference between Local Pack Finder and Local Organic, it is important to understand that. Both are concepts related to local search engine optimization (SEO) and they are both quite important, but they refer to different aspects of the search results.

  • The local pack, also known as the local 3-pack or map pack, is a special section of the search results page that appears for local queries. It typically shows a map with three local business listings.
  • Local organic ranking factors are elements that influence how well a website ranks in the organic (non-paid) search results for local queries.

Local organic ranking factors are about optimizing your entire online presence to improve local search visibility, whereas the local pack finder is specifically concerned with the factors that influence your business’s appearance in the local map pack on search engine results pages. Both are important for a comprehensive local SEO strategy.


Each type of signal plays an important role for both groups and the difference lies in how relevant it becomes to either the Local organic factor or the Local pack finder.

Local SEO success case study on the keyword phrase "Basement Waterproofing"

In the following example, we can see the before and after situation of a company that has considerably improved its rankings for the most important keyword in the basement waterproofing and foundation repair industry. In this graphic we can see only the local organic factor results, but these will inevitably impact also on the results of the local pack.


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