Saturday, November 27, 2021

How marketers can adapt to Google's local SEO changes - Search Engine Land

Last updated Wednesday, November 24, 2021 12:19 ET , Source: NewsService

“COVID itself has changed the way that people interact with businesses online,” said Amanda Jordan, director of local search at LOCOMOTIVE Agency, in her session at SMX Next, “which means that search engines, businesses and marketers had to pivot to meet those demands and needs.”

The events of 2020 have changed how local businesses operate as well as Google’s search results. And, while these shifts are designed to make search easier for consumers, many businesses have been caught unawares, losing visibility on Google.

Local marketers are at the forefront of these SERP updates, helping clients adapt to changes in features such as their Google Business Profile (formerly Google My Business) and Google Maps. But, the differences in these updates are not lost on local marketing professionals.

“Google, as always, is changing the layout and testing new things, so that’s not surprising,” said Jordan. “The thing that I found most interesting were the changes to reviews and the knowledge panel.”

To help local SEOs navigate these developments, Jordan provided the following strategies.

Improve the quality of local reviews

“Google has grouped reviews together by topic,” said Jordan. “This is one of those updates that were mentioned in a timeline. You can see that there is a new badge for the new reviews.”

Google also seems to be reorganizing how it displays third-party reviews.

“Third-party reviews are going to continue to be important because those are being shown in the knowledge...

Read Full Story: https://searchengineland.com/how-marketers-can-adapt-to-googles-local-seo-changes-376371

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