This document discusses the changing landscape of local search and provides guidance on how to adapt local search marketing strategies. It notes that global events have increased demand for local information and visual content. It also outlines threats to Google's dominance from other platforms and recommends businesses assess local search trends, adapt strategies to focus on quality helpful content and user engagement, and actively optimize Google Business Profiles, local listings and reviews. The overall message is that local search marketers must be proactive, measurable and help local users in order to be effective.

1. ¡Livin’ la vida local!
Rachel Ellen
Croud
The changing landscape
of local search
Slideshare.Net/CroudLocal
@CroudMarketing

2. @CroudMarketing - #BrightonSEO
Rachel Ellen
Croud, London
Project Manager ➡
Local Search Strategist
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@CroudMarketing - #BrightonSEO

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What comes to mind when most
people think of local SEO?
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Typically,
they think
of this …

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But it’s also …
Meeting local
demand for
what’s needed
now and nearby

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… and this …
Providing
research
opportunities
that drive
physical footfall

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… and this!
Connecting
communities
with local
brands and
businesses

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Assess Adapt Act

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Assess.
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Global events have changed the
way we search
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‘Micro-moments that matter’
Source: Think WIth Google
Be there - Be useful - Be accountable
I-want-to
-know
I-want-to
-buy
I-want-to
-go
I-want-to
-do

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Growing demand for visual content.
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People are engaging more in video
content
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People who spend
2+ hours per day
watching online
video content
Source: Global Web Index

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But not
necessarily on
YouTube…
Source: Global Web Index

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Google I/O 2022: a visual revolution
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Source: ‘Multisearch near me’ - Google
Scene
Exploration
Immersive view
Multisearch Near
Me

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The local landscape has shifted.
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“Searches for ‘open now near me’
have grown globally by over 400%
YOY.”
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Bill Ready, Google
March 2022

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Provide and inspire choice
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‘nike
trainers
near me’
(global)
‘greek
food near
me’
(global)
Lockdowns Data collection
improvements
Source: Google Trends

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Source: Local pack results for query ‘water rafting’ and ‘honey’
Local intent doesn’t need to be explicit

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So we
don’t need
to resort
to this!

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Google’s dominance is under
threat.
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“Google
is your
homepage”
Mike Blumenthal
(and many since)
Or at least it
tries to be …

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Competition threatens Google’s
core products …

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40% of Gen Z users are
now reportedly turning to
search within social
platforms such as TikTok
and Instagram
Sources: Google, TechCrunch

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63% of US product
searches now begin on
Amazon
Sources: Google, Amazon-Advertising-Report-2022 via Jungle Scout

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Apple plans to expand
its advertising business,
increasing current $4
billion to $10 billion in
annual revenue
Source: Bloomberg UK

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… and this translates to local
threats too.
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Apple Maps
to introduce
local search ads
Source: Bloomberg

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The rise of local social
search

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Instagram’s
immersive map
Source: Instagram

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Twitter’s
location
spotlight
Source: Twitter

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TikTok’s local
search appeal &
‘Nearby’ feature
Source:TikTok

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Fierce product battlegrounds
Sources: Google, Amazon-Advertising-Report-2022 via Jungle Scout

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I may get it
tomorrow

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I can get it now!
I don’t know if
they have it …

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Amazon’s
same-day
local delivery
Source: Amazon

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@CroudMarketing - #BrightonSEO
Adapt.
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To protect its dominance,
Google must be proactive to
change …
… and so must we!
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What’s
happening
Where this
is going
What are the strategic
objectives, now?
Research & Analysis Theorising & Prediction Action
Users looking elsewhere for
answers
Rise of AI generated / poor
quality content creates
issue of bland, unhelpful
search results
Additional signals needed
to better determine quality
content
Increased E-A-T focus (Helpful
Content Update)
Return different types of content
to engage (MUM)
What’s happening?
Why is it happening?
Where is this going?
What’s the future
advantageous position?
Framework for change

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Breaking this down …
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What’s happening? Why is it happening?
Research & Analysis
Users are looking elsewhere for answers
Rise of poor quality content = bland,
unhelpful search results

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Where is this going? What’s the future
advantageous position?
Theorising & Prediction
Additional signals needed to better
determine quality and types of content

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What are the strategic objectives, now?
Action
Increased E-A-T metrics focus (HCU)
Return different types of content to better
engage (MUM)

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Understanding where Google is
heading helps us plan effectively …
Intuitive
Visual
Informed
… and stay ahead of the curve

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Google’s proactive change
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Better
understanding
of content
Source: SERP for query ‘how to wash a car’

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More
immersive,
visual search
features
Source: SERP for query ‘modified cars tiktok’

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Focus on
attributions of
trust (E-A-T)
Source: SERP for query ‘buying a second hand carr’

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Google
Business
Profile
enhancements
Source: Google Business Profile of a local dealer

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Goodbye
Hello
Changes

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@CroudMarketing - #BrightonSEO
Act.
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The local user journey now has
many more touch points
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Retention
Consideration
Purchase
Awareness

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Google Business Profiles are
our gateway into the local
SERP
Sources: Google, Amazon-Advertising-Report-2022 via Jungle Scout

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Prioritise GBP levers
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Sweet spot
Name
Location
Category
Photos
Posts
Q&A
Messaging
Reviews
Products
Links
Brilliant
basics
Enriching
engagement

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Be found.
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Get the basics right for
visibility
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NAP
Categories
Reviews
Attributes
Website

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Explore citation management options
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Be chosen.
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Engage, engage, engage!
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Product Reviews Posts Photos
Posts
Showcase
Trustworthiness
Quality
Availability
Navigation
Authenticity
Vibe
Responsibility
Feedback
Community
Fulfillment Accessibility
Experience
Offers
Competitive
Values
Buy-in
Connection
Loyalty
Conscientious Authority
Expertise

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Be proactive.
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Proactive takeaways
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Provide local
‘helpful’ answers
Unleash your
product inventory
Engage socially to
improve footprint
Visually showcase
your business

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Be effective.
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Determine measurable local
goals, and define what success
looks like.
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Goals
Define the
business goals
Drive GBP
visibility &
engagement

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KPIs
Determine which
KPIs to track
against these
goals
- Profile clicks &
impressions*
- # of reviews &
average rating
- Rankings
*UTM Tagging Guru - Claire Carlile -
https://www.clairecarlilemarketing.com/resources/claires-complete-guide-to-utm-tagging-for-gmb/

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Success
Agree what
success
looks like
- 20% impressions
& click increase
- 100 new reviews
- Average rating up
from 3.8 to 4.2

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Regularly revisit
Don’t forget the
competition!
Stay up-to-date

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@CroudMarketing - #BrightonSEO
“Local search marketing is a form
of publicity unlike any other
because of its potential for
creating positive social change”
Miriam Ellis
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‘What is Localism and how does it relate to local SEO?’ Miriam Ellis for Moz

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Thank you!
Let’s connect:
linkedin.com/in/rachel-ellen
rachel.ellen@croud.com