Keyword research and localfalcon accuracy

Localfalcon doesn't seem to show the correct ranks for the area, is this common? I have brightlocal as well and that seems accurate, but it seems to use credits very fast.

When using a keyword for local falcon or brightlocal, should it be generic like "coffee shop" or should it be specific to that city "coffee shop tempe az". I'm using SEMrush to do my keyword research.

I've also noticed that on page seo seems to be a big factor, maybe more so than talking about in things I read. How much is backlinking a factor locally? It seems like people say it doesn't matter, but I imagine it does.

GasMerchant said:

How much is backlinking a factor locally? It seems like people say it doesn't matter, but I imagine it does.

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Yes, it does!

Despite doing regular posts on GBP, having a well-optimized profile, and other things, one of the listings I work on did not produce the desired results. It was heading in the right direction, but it was moving slowly.

It's much better and moving faster since we started adding backlinks. Backlinks matters! but it doesn't mean if you only concentrate on backlinks, you will rank. Backlink is just an ingredient in the recipe. a strong and flavorful ingredient though!