Local Search Ranking Factors that Influence the Google Local Ranking for Law Firms in Toronto – Canada
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Abstract
Searching for information on Google has become a common activity in the daily lives of users or consumers. The purpose of this research is to study the factors that affect the web positioning of Google in Toronto. To understand the importance of the factors that affect the positioning of a business on the web, the three results that appear in Google when you have a search criterion at the local level were analyzed. This research analyzes the locality of Toronto and with the keyword "personal injury lawyer Toronto", (lawyer for accidents and personal injuries in Toronto). A qualitative methodology was used to analyze specific elements of the three Google business profiles positioned by the keyword that appear on the first page of Google search. The Likert scale was used with a rating of 1 to 5 to analyze the relevance, distance and prominence of the firms, factors that Google recommends having a better local ranking. In conclusion, the statistical interpretation of the results indicated that the legal firms positioned are: Neinstein, Diamond & Diamond and Preszler. Second, the prominence, distance, and relevance factors for each firm were thoroughly identified. Finally, distance, relevance and prominence are factors that do not work in isolation but together positively influence local ranking.
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Martha Vasquez-Pacheco, Pontificia Universidad Católica del Ecuador Sede Manabí - Ecuador
https://orcid.org/0000-0002-4713-5856
SEO Specialist. Master’s Degree – Digital Marketing from Pontificia Universidad Católica del Ecuador - Manabí. Systems Engineer from Universidad Catolica de Cuenca.
Alejandro Pacheco-Jaramillo, Pontificia Universidad Católica del Ecuador Sede Manabí - Ecuador
https://orcid.org/0000-0002-4208-5546
Doctor in Economics, researcher, consultant, economic advisor, information technology advisor and lecturer of Ecuadorian origin. Over the past two decades, I have worked in a wide variety of professional capacities in both the public and private sectors, and academia locally and internationally.
In economics and management, I have worked in the automotive sector, the technology sector, international consultancies, and business management. Within the public sector, I have worked as a director and advisor in different public institutions.
In my academic experience, I have worked as a lecturer of economics at universities and postgraduate courses. Since 2017, I have been a Research Fellow in economics, econometrics and welfare at the National Center for Economic Modeling at the Institute for Governance and Policy Analysis at the University of Canberra/Australia. Currently, I am a professor and researcher of Economics at the ECOTEC University, and I work as a postgraduate associated professor at the Catholic University.
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