3 Killer Local SEO Tips for New Google Changes

[Areon]

Last year, Google released over 17 algorithm updates according to one unofficial report.

Each algorithm update shuffles the deck on which factors should be emphasized or de-emphasized (and thus raising or dropping websites which adhere to them).
But while these large updates get all the news and attention, Google continues to constantly roll out updates for how they display information.
And these changes to the search engine result pages (SERPs) highlight key trends to how users and search engines are evolving.

So if you want to use SEO to drive real business objectives like revenue and customers (not just “vanity metrics” like rankings), then here are 3 local SEO tips to take advantage of…



Tip #1. Diversify Your SEO Efforts for New Local SERPs

The SERPs (search engine result pages) of local results (i.e. any results containing location-based keyphrases) have evolved tremendously over the past year.
The natural, organic results (i.e. SEO results) have been pushed down the page to make room for more local data being pulled in from Google+ and AdWords results. To make matters worse, most of the natural, organic results are topped by large aggregators like Yelp, TripAdvisor, etc..
That means if you want to have a big presence on these influential SERPs, then you need to diversify your SEO efforts into these other places as well (i.e. Google+, Google’s Hotel Finder, AdWords, Yelp, and TripAdvisor). That way you can maximize the amount of people who will find your brand when “evaluating” their options, and take advantage of Google’s new layout.
Here’s an example of the SERP for “Monarch Beach Hotel” where you’ll notice a lot of these changes already occurring:






Tip #2. Capitalize on Branded Searches

Recent changes made by Google also affect “branded” searches, where someone types in your brand name, or branded product and services.
For example, look at the featured Google+ section of the search engine result page (SERP) when I do a “branded search” for the St. Regis in Monarch Beach, CA:





They have a TON of extra additional information about the brand. This helps users get a quick snapshot of basic information (like when to call) but also the more important elements to influence an eventual purchase (like beautiful photographs, upcoming fun events, and reviews).
And now if we flip back to the local SERP, we’ll see how all of their reviews help St. Regis to be listed FIRST in the featured “local section” at the top of the page:





These reviews not only get them prime placement, but also drive real revenue because they help assure and persuade prospects trying to decide where to book.

Tip #3. Optimize Influential “Satellites”

Most local SERPs are filled with popular sales channels or review sites like Yelp. They usually dominate the first few organic results for ANY type of search, because they’re so influential, respected and highly used.
Why spend money on reaching these people specifically? Because these are the “taste makers” who influence everyone else. People using these tools are the innovators and early adopters who’ll inform the majority where they should go — or avoid. (Read about the Age of Excellence for more.)
Another popular “satellite” that we all use is Tripadvisor. It’s obviously one of the most important online travel destinations, both in terms of people referencing their reviews and also their strength in showing up at the top result for nearly every major travel SERP.
So one way to capitalize on their strength is to pay for higher placement through normal advertising or sponsorship. But you should also explore new opportunities to increase conversions like TripConnect which help you increase new sales within each destination.





On the surface, it appears to be a pretty compelling idea, because it offers a few great benefits:

1. Increase conversions from people already on TripAdvisor
2. Increase revenue by using upsells on your website for new bookings
3. And by completing more bookings on your website, you pay less money out for commissions to other online sales channels

Where to Start?

The BEST way to come up with new marketing strategies is to go back to your customers point of view.
How are they already finding your website? (Ask them.) How do similar people find, locate, and evaluate their alternatives when deciding to purchase? Then retrace their steps, and use a diversified approach with specific tactics for each major stage.





Most new BUYERS (not just visitors) find businesses online through paid and organic search — i.e. Google AdWords and SEO — according to Forrester’s research of over 77,000 online orders.
Many of these people will start by Googling local keyphrases to get a feel for the landscape. Then they’ll go check out a popular “satellite” like TripAdvisor to narrow down the field of top alternatives for their purchasing criteria. Finally, they’ll begin researching each individual business through Google using “branded” keyphrases.

That’s a typical sequence of how NEW BUYERS make purchases online.
Your strategies should mirror their behavior, and this alignment will begin to produce real business results (like new leads, new customers, and new revenue) and not just “leading indicators” like rankings or backlinks.

Areon Reviewed by Areon on 28th Nov 2014. 3 Killer Local SEO Tips for New Google Changes Last year, Google released over 17 algorithm updates according to one unofficial report. Each algorithm update shuffles the deck on which factors should be emphasized or de-emphasized (and thus raising or dropping websites which adhere to them). But while these large updates get all the news and attention, Google continues to constantly roll out updates for how they display information. And these changes to the search engine result pages (SERPs) highlight key trends to how users and Rating: 5

[zainhosting]

Thank you so much for this helpful article about SEO.