Changes in local SEO on Google
The world of digital marketing is still adapting to the events of 2020. The pandemic has definitely changed the way businesses sell and advertise themselves online. As a result, marketing strategies need to adapt to these changes.
Google is always improving, so it's not surprising to see changes in local results that affect reviews, knowledge panels and mobile SERPs.
Companies that don't take note of the changes in the display of search results on Google often end up losing visibility in their organic referencing. That's why it's always important to stay informed and adapt your SEO strategy.
We then summarize Amanda Jordan's interview at SMX Next who explains the changes in local SEO at Google and how to prepare for them.
Strategies to be applied
Inspired by Search Engine Land's article, "How marketers can adapt to Google's local SEO changes", here are some strategies to apply.
Improve the quality of local opinions
Google has reorganized the ranking of reviews in the Google My Business form. They are now grouped by topic! They have also reorganized the way third party reviews are displayed. These reviews are now displayed in the info record.
New notices also have a label with the word "NEW" next to the notice.
In order to help create quality reviews, it is important for marketers to keep track of all the factors that influence the algorithm. We are talking about the topic, sources, relevance and recency of reviews left by users.
Edit your information sheets using internal and external sources
Local info sheets become an entity in their own right and are influenced by a lot of third-party data. This reorganization by Google means that more of the information in your info sheets could come from sources you don't have access to.
In order to check if your fact sheet contains inaccurate data, first review your internal sources:
Scheme
Content of the site
Robot files
Update your Google My Business listing
Don't forget to check also external sources like:
Industry websites and pages that might mention your company
Third party notices
Google reviews
It is important to make the necessary corrections to your data sources. Whenever possible, also take the time to do a search and test how your info sheet appears in the search results. Check to see if the information it contains is accurate. Even if all these corrections seem minimal, it is important to make them because Google will be able to find and index this information which will make your file more accurate on its search engine.
Track changes in mobile SERPs
It's not just the information on the info sheets that are changing; the mobile SERP display is changing too!
Google is currently conducting several tests on SERPs, which may result in some information on a local listing being missing from a mobile search result for a given geographic area. It should be noted that these changes may be temporary.
If this happens to you and you notice that certain links or information do not appear on your page, make a small analysis of your competitors and try to include the elements that are on their page.
The future of local SEO
It is to be expected that Google will continue to focus on the reputation of online businesses to help consumers make an informed choice. It is therefore essential to make sure that all information about your business is up to date throughout the web, if you want to display the most accurate information about your products and services.
Marketers will need to continue to be adaptable and responsive in terms of local positioning.
More changes are sure to come as local SERP related features such as online shopping and appointment booking from local listings are constantly growing and evolving.
That's why we at Planning Media are constantly on the lookout for new developments to help you maximize your visibility and online presence.
Our expertise is comprehensive and brings value to our clients!
Do you need expert advice? Contact us Contact us to get your quote!
