(Australian Business) Ranks 7th Brisbane, but ranks 3rd in Sydney and Melbourne. Why is Brisbane ranking worse, how to fix?

[Vuly]

Years ago the rank would be the same across Australia. If we ranked 3rd in one city, it would be the same in every other city.

Right now, we are ranking 3rd in Sydney and Melbourne, however we ranking a low 7th in Brisbane for keyword "Trampolines". Why is this? How can we fix it in Brisbane.

Interestingly, we are a Brisbane based business.

The keyword is "Trampolines" and the website is http://www.vulyplay.com 

[MiriamEllis]

Hi Joe,

My apologies for the delayed reply. I've been out sick for a few days and am just now working my way through our Local Q&A categories.

So, yes, you are right - long ago, nationally standardized rankings were more the norm. Today, with the emergence of Local Search, it's a completely different ballgame. Local pack rankings are going to revolve around the location of the searcher. So, a searcher on his cell phone in Melbourne looking for something like 'trampolines' is going to see completely different local pack results than he would if he were searching from Brisbane. And, a business physically located in Melbourne cannot expect to rank in the local packs for searches for or from Melbourne.

The Local-Organic results are not as heavily impacted by the searcher's location as are the Local Pack results, but geography may still matter somewhat.

If you need to improve your local pack rankings in your city of location, then it's just going to be a matter of employing local search marketing techniques. This checklist can help: https://moz.com/blog/local-seo-checklist

If you are trying to improve your Local-Organic results for your own city or for another city, then it will be organic factors your need to focus on (content, links, etc.).

Please, let me know if there are further details to your question you'd like to share.

[julie-getonthemap]

If your product is trampolines, I would think there would be lots of linking opportunities from the schools and organizations that use your product. You might even be able to get a dot edu link from the gymnastics team.