A well-crafted local SEO strategy is a crucial component of any digital marketing plan for brick-and-mortar businesses. By optimizing for local search, these businesses can specifically target their geographic areas, making it easier to attract and engage with local customers.
To stay ahead of the curve with a successful local SEO strategy, businesses need to adapt to changes with search engine algorithm updates, local listing platform updates, changes in SERP features, enhancements in technology, consumer behavior, and more.
In this blog post, we’ll explore the latest trends in local SEO and where we anticipate it to be heading in the coming years:
6 Recent Trends in Local SEO Strategies
1. Voice Search Optimization
With the rise of voice assistants like Siri, Alexa, and Google Assistant, optimizing for voice search has become crucial. Local SEO is especially important since voice search is often used to find local businesses or services with “near me” phrases. Local searches are often more conversational, so using natural language and focusing on long-tail keywords in the content on your website is essential.
40% of adults use voice search daily. (source)
It’s also important to be clear where your business is located. Highlight and precisely detail where your location is specifically rather than providing vague directions and landmarks that are near. The goal is to help voice search technology accurately present your business in search results.
2. Mobile First Indexing
Google has shifted to mobile-first indexing in recent years, meaning that the mobile version of a website is prioritized for indexing and ranking. Local businesses need to ensure their sites are mobile-friendly, fast, and easy to navigate. This involves adopting a responsive design which is making sure your website provides a consistent and user-friendly experience across devices. A proper responsive website will adapt to any screen size which enhances readability and navigation on smartphones, tablets, and desktops.
87% of smartphone users use search engines at least once a day. (source)
Site speed and performance are also important factors in increased rankings for your website with mobile-first indexing. Apart from user satisfaction, increased site speed for your website will signal to search engines that your site is optimized for mobile, which positively impacts your search rankings.
3. Local Link Building
Building local backlinks remains a critical local SEO strategy. Link building refers to the process of acquiring links from other websites back to your own with the goal of driving traffic to your website. Specifically for local SEO, this involves acquiring backlinks from other relevant local businesses or organizations.
Some top strategies for gaining localized backlinks include listing your business on local business directories, hosting events to gain links from news outlets, getting links from local review websites, and creating a blog covering local topics. Overall, engaging with local organizations, sponsoring events, or collaborating with other local businesses can help improve your visibility and search rankings.
4. User-Generated Content
User-Generated Content or UGC refers to reviews, photos, and posts from customers. UGC enhances credibility and engagement for local businesses. For local businesses, trust and credibility are paramount – consumers rely heavily on reviews, ratings, and testimonials when deciding to engage with a business.
There are several strategies to consider when implementing UGC. One of these strategies includes providing clear guidelines and instructions to make it easier for users to contribute and submit content. You’ll also want to regularly monitor and moderate user-generated content to ensure it aligns with your brand values and messaging. Some other strategies to consider are promoting UGC across multiple channels, like email and social media, and engaging with and responding to UGC. Encouraging UGC can improve local rankings and foster community trust.
5. AI and Machine Learning in SEO
AI tools are increasingly being used to analyze data, predict trends, and optimize local SEO strategies for specific geographic areas. This developing technology is enabling more sophisticated and personalized search experiences and impacting how businesses optimize their local SEO presence. Various local business factors impact AI search results including relevance, distance, and prominence. AI can help businesses improve their content by tailoring local audiences based on user intent and location data. By utilizing AI and optimizing for AI search results, local businesses can increase their local rankings and ultimately conversions from local traffic.
6. Google Business Profile (GBP) Importance
Google Business Profile (formerly Google My Business) remains a cornerstone of local SEO. Recent updates have enhanced features like messaging, Q&A, and product listings, making it vital for businesses to keep their profiles updated and optimized. Google Business Profiles are a core component of search visibility because of how frequently the local pack still appears in user’s local search results. Local businesses that neglect claiming and optimizing their GBP are missing out on online visibility and local leads.
5 Local SEO Trends to Watch Out For
1. Hyper-local Targeting
As local competition intensifies, businesses will focus on hyper-local SEO strategies. Hyper-local targeting refers to the practice of optimizing your online presence for a specific geographic area, targeting specific neighborhoods or communities. This allows local businesses to attract customers seeking their products or services close to their business location.
One of the most prominent strategies involved in implementing hyper-local targeting involves using hyper localized keywords in creating content that resonates with local audiences. These keywords and content should reflect the specific areas you want to target, such as neighborhoods, zip codes, and street names.
2. Augmented Reality (AR) and Local Search
Augmented Reality (AR) is tied closely with local SEO because both have a focus on location. Various augmented reality applications work on location-based inputs. Users can collect information with Google Lens technology to analyze a business’s name, ratings, reviews, and more. The Yelp app also has AR technology that presents users with business information based on location.
With advancements in AR technology, it’s important for businesses to keep up with optimizing local listings and collect reviews. Businesses may also use AR to enhance customer experiences. This could involve virtual tours or interactive maps that help potential customers find their way to local businesses.
3. Expansion of Visual Search
A search made using images rather than text or voice is commonly called visual search. There are many websites and apps that are incorporating visual search including Pinterest Lens, Google Lens, Online retailers like IKEA, and more.
As visual search technology improves, optimizing images and videos will become more critical for local businesses. Businesses should focus on high-quality visuals and to enhance discoverability, understand how Google sees and understands images, keep images updated on their Google Business Profile, and ensure that images on your website are embedded in HTML rather than in the CSS to ensure Google can crawl and index images.
4. Integration of Social Media and Local SEO
Social media platforms are becoming more integrated with search engines. Businesses will need to optimize their social profiles and engage with customers directly through these channels to improve local visibility.
5. Personalization of Search Results
With the emergence of AI search engines are becoming more sophisticated, therefore personalization of search results will increase. Businesses will need to understand their target audience better and tailor their strategies accordingly.
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As we look forward to the future, local SEO will continue to evolve, with new technologies and trends shaping how businesses connect with their communities. Staying informed and adaptable will be key for local businesses aiming to thrive in an ever-changing digital landscape.
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