The end is not in sight and the expectation is that businesses will increasingly embrace local SEO resulting in greater impact over the years. There are many reasons for this. Here are some of them:
There has been a growth in mobile and wearable devices. This has been marked by an annual increase in the percentage of searches conducted using mobile devices in comparison to desktops. In addition, these searches are largely conducted while on the move. Wearable devices like the Apple Watch will, therefore, increase the number and frequency of these searches and the content will point more towards immediate needs.
These devices will move the specificity of locations from regional and national to the neighborhood and even further. They will lead to a comparatively more relevant geographical network of information, thereby eliminating the barriers that have existed between the physical and digital worlds.
Google has always shown favoritism toward smaller and newer companies. Even though most ranking biases so far have had to do with a company’s authority and history, Google has also showcased more popular brands that may not fit into the above criteria. The company which has stood for innovation wants to be perceived as an enabler of small businesses who may lack resources by helping them go digital successfully.
They have done this through such free tools as Webmaster Tools and Analytics with the sole aim of assisting them to increase online visibility. The ‘pigeon’ update is therefore just the beginning of more locally-focused launches and updates.
Facebook is working on a more effective and efficient app to replace its Places app which has been limited. Google’s customised and predictive search features are also still at Beta stage. Be that as it may, the search engine is currently generating person-specific results as long the as the person is logged into their Google account. The geographic location and search history of the user come into play in the kind of results displayed once he or she clicks enter.
This will definitely not end here. Users will demand more individualised results as time goes by and website owners will have to embrace local optimisation to cater to their needs.
At the end of every year, search engines have to adjust in line with millions of new websites created. Thousands of new enterprises across the globe stabilise and some even expand successfully. In response to this, search visibility probability is decreasing and features like the Knowledge Graph are replacing search engine results and business empires and blue chip brands are dominating every inch of the national search landscape.
The only way out for business owners then is to find yet untouched small target niches to get relative visibility. Optimising locally is one of the most effective and efficient ways to do this. Local SEO will therefore grow as competition increases.
Getting started: Starting out on a local SEO campaign is not as scary as it seems. It’s a straightforward process that will just take time and effort.
First off, ensure your business is appropriately and accurately listed across the web. Go through any and all directories that are relevant to your business and claim your local business profile. Most important, of course, is the local directory as well as review websites like TripAdvisor and Yelp. It is imperative that your business information is accurate and the formatting is consistent across all platforms. This is crucial especially for the brand name and contact details such as the phone number and address. Any discrepancy noticed by Google will mean credibility is affected and thus local authority will drop.
Relationship building and local content: After the step above, start optimising the content and external links you have to achieve local relevance. In the case of articles, this can be done easily by including the name of your neighborhood or larger region in blog titles to ensure your content points to and is relevant to the location you have in mind. A perfect way to go about this is to post on and appear in local information articles and sites covering local events. Also doing a guest post on a local external blog or getting your press releases published on local news blogs or outlets is sure to increase your visibility and help in your local SEO efforts.
Local reviews: Local SEO goes beyond what you say to include your customers. Getting them to post reviews about your brand on review sites such as Yelp and TripAdvisor is the next step. Instead of buying or soliciting reviews from customers, it is advisable to inform them of your presence on these sites and indirectly persuade them to leave feedback. It definitely goes without saying that positive reviews will raise your profile. Also, do not forget to check regularly and respond to reviews posted. People searching for information before making a purchase will want to see the owner’s response, whether allegations were true or certain aspects have been improved or corrected.
Local SEO is a handy weapon in response to brands with a national presence which dominates every major search engine. Over the next few years, local SEO is going to increase in importance and having these tools at hand to take advantage and gain visibility is important. Consistency and follow through will have a longer lasting effect on your brand. Your efforts will compound and it will only take a few weeks or months for you to notice changes on search results. By the time other companies catch up, you will have enjoyed the monopoly on local search rankings.
