By: Michael Rappaport
Welcome to the end of 2016! It’s that time of year, where business owners take stock of their progress, review past initiatives and hopefully outline or at least review a marketing strategy for the coming year. Everyone asks, “how do I get to the top of Google”, so as we close out the year, let’s focus a bit on Local Search Engine placement.
Last month, I had the opportunity to visit with people from Google at a conference on Local Search. The interactions during the breakout sessions gave me tremendous insight regarding Google’s direction, and the suggestions OMG will be providing our clients in 2017, with regards to Local Search.
Google Local Search, as complicated as it may seem, is actually pretty simple. Google wants to provide the best results for those seeking information. I want to know, I want to go, I want to do, I want to buy! Those are the basics. Think about it. How do you use Google? Now, depending on a host of factors, Google will display the most relevant results.
Local results are based primarily on RELEVANCE, DISTANCE, and PROMINENCE.
How RELEVANT is your site, landing page, and directory listing? Complete and detailed business information can help Google better understand your business and match your listing to relevant searches.
DISTANCE. Well, this is obvious; if a user doesn’t specify a location in their search, Google will calculate distance based on what’s known about your listing.
PROMINENCE refers to how well-known a business is. This, you have control over by leveraging your GMB (Google My Business), Google’s Review Count and score, as well as links, articles, video and even your search history – and with the new Google Assistant, your emails and texts! This is what makes you PROMINENT in Google’s eyes.
2017 will be bringing some challenges to local businesses. It’s a fact, Google is the largest directory of businesses on the planet and they plan on continuing to leverage that with PAID advertisements. One such evolution is happening now in San Diego, where Google has added, “ADVANCED VERIFICATION” for plumbers. Now, you can choose a “GOOGLE GUARANTEED” plumber and request service or a quote direct from your SEARCH! Check it out! They expect to roll out this feature of “ADVANCED VERIFICATION” in early 2017.
With other changes, such as Google Assistant and Pixel Phone, there are some tips and techniques to keep you at the top of the Local Search Results.
If you are interested in learning more about the new variables for 2017, be certain to click the button below to sign up for our inaugural Webinar Thursday on December 22.
Here’s to wishing you a happy and healthy holiday season. Don’t let your marketing resolutions fall by the wayside and get a jump start with this short informative webinar!