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November 30, 2018

Local Search Webinar

With Google algorithm constantly changing, it is important to ensure that you are aware of every aspect of the impaction of the changes, as well as the effect that this is having on SEO.  One of the ways that we do this at Absolute Digital Media is to join online webinars. Most recently, we attended the Moz Webinar for Local Search Ranking Factors with Darren Shaw to see how this could benefit the results that we deliver to clients. Here is what we found out!

What It Addressed

The webinar itself was a well-crafted look into the local search ranking factors that changing the way that companies undergo their SEO efforts. This webinar spoke about the yearly Moz survey that assess what has changed for local rankings over the course of the year. This is a combination of results from a number of liable sources to showcase how the local rankings and the way to target them have changed over the course of the year.

This is a crucial piece of research that showcased some interesting results that can affect SEO. This research found that the use of Google My Business, links, reviews and on page content make up 70% of the favoured algorithm used by Google for local search. This is significant as there is an increase in elements such as the use of Google my business and on page. Below is a table directly from this information showing the use of each of these elements.

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Throughout the course of the webinar, we found out that Searcher-Business Distance is a key metric that is driving the local search ranking factors.. This is crucial as these all learn towards ranking for the desired location. Additionally, there is also an increased drive for having the product/service keyword as well as the location keyword in the title of the content.

Interesting Mentions

When using Google my business in a specific location, there are a number of results that change based on your current location. This is regardless of distance. But, why is this vital for results? This is vital to your results, as you will need to ensure that you are ranking for the relevant keywords as well as the location to ensure that you are being showcased regardless of the searchers location.

The Importance Of Google Posts

One of the most important elements from this year’s findings is Google Posts. As Google begins to shift their focus to content that is posted onto their platform rather than third party applications, studies have shown that Google posts are driving rankings. If you are consistently posting high quality relevant content, this can have a profound effect on your overall ranking with specific focus on your local ranking. If these posts are relevant and are linking to your business then this can help long term to boost your rankings and increase the target market.

What are the benefits of Google Posts?

  • Increased Rankings
  • Increased Engagement Signals
  • Increased Direct Conversions
  • Competitive Advantage

What Not To Do In 2019

  • Incorrect Categories selected In GMB – important to ensure that you achieve the ranks that you are wishing to achieve as this can dilute or confuse the amount of people that see your site.
  • Duplicate Google Listings- Can hurt SEO and can cause website to be penalised. This is key as this can have a profound effect on the number of people seeing content.

The Use Of Reviews

By signing up for a review service and encouraging users to leave a review for your business, you are likely to see an increase in the engagement as well as conversions. This is because 84% of people trust online reviews as much as a personal recommendation.

How Can You Increase Your Local Ranking?

One of the most important ways that you can increase your local ranking is to combat spam. This is due to a number of businesses spamming key words within their business listing in order to rank higher. This can be done by suggesting an edit to Google. If you’re within the local area, this is likely to be approved within a matter of minutes and your ranking can appear on top based on organic search results.

Change Of Opinions Surrounding Citations

Although they are still a key metric that are vital to the foundation for your ranking efforts, it is suggested by industry experts that their use for the competitive edge is dramatically reduced. This is important for businesses as this means that more is having to be done in order to combat this drop in importance for this fundamental SEO practice. However, with this being said, it is pivotal not to underestimate the remaining importance of citations as they ae sit beneficial for SEO efforts.

What’s In Store For 2019?

Behavioural Search – Although this is only in the beginning stages, the behavioural signals that Google tracks can be used to help target rankings and search results from all the data that they are tracking. This is set to be the next step in search results as this information with reviews will help to ensure that you are ranked based on your popularity.

Increased Capabilities – This is a common trend with both social media and Google search engine and shows no signs of slowing down. Sites such as Google are expanding the number of services that they offer to keep people on their site, rather than on other sites.

Manipulating Behaviour Signals And Their Affects

This can be done through a couple of different practices one of which being the number of stars that your company has in Googles SERP’s. This is beneficial for your business as this will ensure that you get the most amount of clicks based off of the data that has been collected. This as well as the use of rich featured snippets are beneficial for E-A-T metric and will help your site to be favoured by the algorithm.

Reviews – As we all know, the E-A-T metric and the use of reviews go hand in hand since the August 1st update, however this can also help with your local search. This is beneficial as this is a trusted form of information for your target audience and can help to expand your business.

With all these elements in mind, there are a number of different metrics that are important to consider moving forward with SEO efforts as allowing your business to be seen is becoming increasingly difficult. If you are looking to begin a campaign and are in need of some assistance, get in touch with a member of our expert team today!

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Author:

Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being awarded the prestigious ‘Best Use Of Search – Finance’ award at the UK Search Awards 2018 and announced as Digital Agency Of The Year at the 2018 Southern Business Awards. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.


Email b.austin@absolute.digital

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