Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SMX West: 5 Trends Shaping the Future of Local Search

180 views

Published on

What can we expect in local SEO in the next few years? Find out how you can best optimize your local business for search.

Published in: Internet
  • Be the first to comment

SMX West: 5 Trends Shaping the Future of Local Search

  1. 1. @Bright_Local#SMX 5 Trends Shaping The Future of Local Search
  2. 2. @Bright_Local#SMX what is ?
  3. 3. @Bright_Local#SMX Local SEO Reporting Tools & Business Listing Management Services
  4. 4. @Bright_Local#SMX Outsource Local Listing Management All-in-One Local SEO Dashboard
  5. 5. @Bright_Local#SMX Write Content For Industry-Leading Sites
  6. 6. @Bright_Local#SMX Create In-Depth Research
  7. 7. @Bright_Local#SMX Additionally, 3,000+ Digital Marketing Agencies Trust BrightLocal! Our Research Has Been Featured On
  8. 8. @Bright_Local#SMX Visit Us At Booth 417!
  9. 9. @Bright_Local#SMX 5 Trends Shaping The Future of Local Search
  10. 10. @Bright_Local#SMX Local Search Maturity
  11. 11. @Bright_Local#SMX Harder to rank high in local search results
  12. 12. @Bright_Local#SMX We’re talking about Google’s ‘local pack’
  13. 13. @Bright_Local#SMX 7 pack source: BrightLocal.com
  14. 14. @Bright_Local#SMX 7 pack source: BrightLocal.com 3 pack
  15. 15. @Bright_Local#SMX 7 pack source: BrightLocal.com 3 pack ‘Tupac’
  16. 16. @Bright_Local#SMX More local businesses are optimized
  17. 17. @Bright_Local#SMX Google’s Local algo more sophisticated
  18. 18. @Bright_Local#SMX What should local businesses do?
  19. 19. @Bright_Local#SMX 1. Tackle foundation factors & move on quickly 2. Build quality backlinks (ideally location-relevant links) 3. Create local content to boost website authority 4. Build a website that your customers love
  20. 20. @Bright_Local#SMX Location Location Location
  21. 21. @Bright_Local#SMX Greater ‘Local Intent’ in searches
  22. 22. @Bright_Local#SMX City ➡ Neighborhood Google narrows radius of results
  23. 23. @Bright_Local#SMX Almost impossible for businesses to rank in local pack for wide local area
  24. 24. @Bright_Local#SMX So what should local businesses do?
  25. 25. @Bright_Local#SMX o Accurate address on landing pages (use markup with schema.org) o Accurate information on quality online business directories/listings o Accurate citations on local sites (like Chamber of Commerce’s, local business groups, BBB, etc.) o Links from complementary local sites o City/town in anchor text o Detailed local content on your website
  26. 26. @Bright_Local#SMX Pay-to-Play
  27. 27. @Bright_Local#SMX Google is under pressure to monetize ‘local’
  28. 28. @Bright_Local#SMX Ads Can Appear in Local Results Source: BrightLocal.com
  29. 29. @Bright_Local#SMX So what should local businesses do?
  30. 30. @Bright_Local#SMX 1. ‘Beyond-Google’ strategy 2. Build & leverage reputation 3. Pay!
  31. 31. @Bright_Local#SMX Mobile
  32. 32. @Bright_Local#SMX Mobile First
  33. 33. @Bright_Local#SMX Mobile Searches Beats Desktop 19.7 30.7 46 66.5 81.8 94.7 54.9 61.6 63 65.6 64.6 63.8 0 10 20 30 40 50 60 70 80 90 100 2011 2012 2013 2014 2015 2016 Mobile Desktop *Billionsearches source: BIA Kelsey, May 2015
  34. 34. @Bright_Local#SMX of mobile searches have local intent source: Google, May 2016 33%
  35. 35. @Bright_Local#SMX Mobile user behavior requires new strategy
  36. 36. @Bright_Local#SMX Rise of ‘Near Me’ Searches source: Google Trends, August 2016
  37. 37. @Bright_Local#SMX Growth of Voice Search
  38. 38. @Bright_Local#SMX source: KPCB Internet Trends 2016 Local Information 22% Fun / Entertainment 21%Personal Assistant 27% General Information 30% Column122% of Voice Searches are ‘Local’
  39. 39. @Bright_Local#SMX Mobile Users Are Impatient and Want Info Now!
  40. 40. @Bright_Local#SMX Mobile users want basic info -- fast! 52% 47% 44% 37% 29% 27% 16% 15% 15% 14% 10% Physical Address Map / Driving Directions Opening Hours Phone Number Price List List of Products Customer Testimonials Photographs Store Finder Tool Contact Email About Us Page source: BrightLocal Study, May 2015
  41. 41. @Bright_Local#SMX Optimize for natural, ‘semantic’ language
  42. 42. @Bright_Local#SMX So what should local businesses do?
  43. 43. @Bright_Local#SMX 1. Maximize local signals 2. Create broad, rich ‘semantic’ content 3. Optimize content to give mobile users info they want -- fast!
  44. 44. @Bright_Local#SMX Reputation Marketing
  45. 45. @Bright_Local#SMX Build and leverage a positive reputation to attract new customers
  46. 46. @Bright_Local#SMX of consumers read online ‘local’ reviews 91% Source: BrightLocal, Local Consumer Review Survey 2016
  47. 47. @Bright_Local#SMX say positive reviews make them trust a business more 74% Source: BrightLocal, Local Consumer Review Survey 2016
  48. 48. @Bright_Local#SMX Positive reviews increase clicks by 22% Source: BrightLocal Study, July 2016 63% 66% 61% 43% 42% 37% Plumber Florist Estate Agent With Reviews Without Reviews
  49. 49. @Bright_Local#SMX High correlation between reviews and local ranking Source: LocalSEOGuide.com - 2016 Local SEO Ranking Factors
  50. 50. @Bright_Local#SMX So what should local businesses do?
  51. 51. @Bright_Local#SMX 1. Implement an effective review strategy 2. Encourage reviews on key review sites – not just Google 3. Publish reviews on their own site 4. Utilize reviews in all marketing materials 5. Be persistent in getting more reviews
  52. 52. @Bright_Local#SMX Local Search Maturity Location, Location, Location Pay-to-Play Mobile Reputation Marketing
  53. 53. @Bright_Local#SMX Links to resources: www.brightlocal.com/futureoflocalsearch
  54. 54. @Bright_Local#SMX sherry@brightlocal.com 319-409-3287 www.BrightLocal.com
  55. 55. @Bright_Local#SMX Booth 417
  56. 56. @Bright_Local#SMX Thank You!
  57. 57. @Bright_Local#SMX Questions?

×