Local Rank Tracker: What It Is and How to Choose One

What a local rank tracker does

A local rank tracker takes a keyword such as "plumber near me" and a business, then records where that business appears in Google's local results. The result is a position, or a set of positions, that you can watch over time.

The difference from a standard rank tracker is location. A standard tracker reports the position of a web page in the organic results, usually from one country or city. A local rank tracker reports the position of a business listing in the map results, and it needs to know where the person is standing when they search.

Why location changes everything

Google says local results are based mainly on relevance, distance and prominence. Distance is measured from the searcher's location, so the same search returns different businesses depending on where the person is. A plumber can be first on the street where the shop is and nowhere two miles away.

That is why a single-position check is not enough. If you only check from your office, you learn how you rank for people at your office. You learn nothing about the neighborhoods where your customers actually are.

How local rank tracking works

The most useful approach is geo-grid tracking. The tool picks a grid of points around your business, for example a 5 by 5 grid out to three miles. At each point it asks Google what someone standing there would see for the keyword, and records your position.

The output is a map of numbered markers, often called a heat map, plus summary numbers. Our geo-grid rank tracking guide explains how to read them.

What to look for in a local rank tracker

Not all trackers measure the same thing in the same way. Compare them on these points:

• Accuracy of the data. Does it read the real local pack at each point, or only a Maps list? Positions 1 to 3 in the pack are what customers see first.
• Grid size and radius. You want 3 by 3, 5 by 5 and 7 by 7 options and control over how far out the grid goes.
• Competitor data. You should see who beats you and where, with their ratings and reviews.
• Trends and history. A single scan is a snapshot. Rankings only mean something when you can see the change.
• Reports you can send. A local map rankings report that a client can read saves hours every month.
• Multi-location support. If you track many locations you need a roll-up, not a separate page for each.
• Pricing you can predict. Per-spot or per-scan pricing lets you know the cost before you run a scan.

Common mistakes

The most common mistake is treating an average rank as the whole story. An average of 4 can hide a business that is first near its address and invisible elsewhere. Look at the share of the area where you are in the top 3 as well as the average.

The second is comparing scans that were measured differently. If the method, the grid or the radius changes, the numbers are not comparable. A good tracker only compares like with like.

How often should you track?

Monthly is a good baseline for most businesses. Weekly is useful during a campaign or after a new competitor opens nearby. Google's results move around from day to day, so look for steady movement over several scans, not a single change.