Local SEO (search engine optimization) is important for many Atlanta businesses as consumers search locally for goods and services. We’re well into 2018 now, so it’s time to discuss what brands should be ready for in the months ahead!
Google’s Local Service Ads (LSAs) may be a better choice when it comes to cost and conversions over Adwords. However, competitors’ LSAs can be disruptive so it will be more important than ever to go back to a traditional way of advertising your business – the old “word-of-mouth” marketing or WOMM. You don’t want to rely on Google, and independence is a good thing today. Combined with loyalty initiatives, WOMM can help you loosen the reins of Google.
For local business info it seems small business websites will not be the first stop along the way and will serve more as a data source while Google keeps on track as a one-stop shop for info on local businesses which can be found via Maps in conjunction with local business listings and SERPs (search engine results pages). Ultimately, the search engine giant wants to ensure local search traffic is kept within its own properties (such as Maps), so users will come across these results before clicking through an additional layer or two to arrive at your website. Direct traffic from a Google search to your company’s local website will continue to diminish as Google wants to keep everything on its own turf. Disheartening, but true!
When it comes to quality, small to medium local brands hold the trump card. For smaller local businesses it’s easier to sell on your reputation and certain attributes. For instance, today there are lots of consumers looking for products that are handcrafted, locally made, offer superior value, etc. For some it’s all about an amazing experience in customer service or the fact that a business IS locally grown and small rather than a huge conglomerate. Quality in every aspect of your local business is what can keep you standing while other retailers are falling like dominoes.
The value of content continues to increase in every channel. From web pages and social to videos, Google Posts, voice search and Google Questions and answers, content leads the way. Content development will hinge on providing answers to customers’ search queries, and SEO professionals will have to change the way they view local SEO in terms of link building, organic keyword research and other fundamentals key to success in local SEO in an omnichannel web environment.
As in the brick-and-mortar retail world, the online world is becoming increasingly more challenging for local SMBs. It’s vital to stay current with local trends and what’s going on in the world of SEO, especially when it comes to Google. Essentially putting the consumers’ needs first and foremost will help you win the game, although education is critical to mastering the local SEO puzzle as well.
Sound confusing? It is when you compare the effort, strategy and knowledge necessary today to reach the results you want with how easy it was 15 or 20 years ago.Google+