5 Local SEO Takeaways from MozCon 2017 | Speak Creative

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5 Local SEO Takeaways from MozCon 2017 | Speak Creative

Here are David’s top takeaways from MozCon 2017 for local SEO:

1. Links more important than ever for local:
-Links are the #1 factor Google uses to gauge the popularity of a business (currently)
-For local businesses, any link that can attract traffic from your highly-relevant audience is worth pursuing. Build links as if Google didn’t exist.
-Business should leverage sponsorships, business partnerships, local organizations. Ignore domain authority and pagerank for local link building.

2. The search landscape could be very different in the next 5 years
-New local ad types are being tested in select markets. Highly competitive verticals (home services, legal) could shift to paid results in local pack.
-Voice search (Amazon Echo, Google Home, Siri, Cortana, etc.) is projected to grow into a major channel for search. Voice search growing significantly in the last 6 months.
-Google starting to position search results with one true answer. (See answer box, local pack, knowledge panel). In the future, business could be competing to be the single source of knowledge on a subject.
-Google showing businesses closest to you instead of closest to city center. Designed to service voice/mobile searchers.
-Mobile First – what does search look like in a world without desktops.

3. Quality and Consistency in Reviews
-Importance of reviews has grown.
-Business should seek out genuine, descriptive reviews from customers.
-No longer about how many reviews you have. Are you getting reviews on a consistent basis?
-Applicable to Google, Yelp, Facebook and other major review hubs.
Place CTAs in-store and your website asking for reviews.

4.Your local profile is a major touchpoint for your customers.
-Blasting every citation is no longer important. Quality on the top-tier location directories more important (Google, Bing, Yahoo, Yelp, Apple Maps)
-All information accurate. Duplicate listings may end up filtering your location out of search entirely.
-Google Possum update – don’t spam people. Your listings will be filtered from results.
-Maintain your profile regularly – make sure all information is up to date. Fill out profile as complete as possible. Regularly update pictures. (Google product rep says pictures more important than ever)
-Profile picture – nobody buys from a building or a logo. Have a visually appealing, inviting image as your primary.

5. Your Audience Comes First
-No SEO tactic can outperform quality customer service and user experience.
-Links come to well-respected business naturally
-Google starting to use new data signals that will help identify business that are popular and well regarding by the public.
-Credit card transaction data
-Location data broadcasted by Android
-Engagement metrics data Google Chrome
-Bounce rates
These new signals may one day replace links
Google will punish you if you try to fake any of this stuff.

https://www.madebyspeak.com/search-engine-optimization

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