BrightonSeo - 5 Trends shaping the Future of Local Search - Sept 2016

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5 Trends shaping the future of Local Search


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5 Trends shaping the future of Local Search


When is ‘The Future’?

The next 2–3 years


Links to resources:

www.brightlocal.com/futureoflocalsearch


Local Search Maturity


Harder to rank high in local search results


We’re talking about

‘local pack’


2008

Clear & simple


Competitive & Complex

2016


More businesses, well optimized


Google’s Local algo more sophisticated


Simple tactics used to deliver high rankings…

o Optimized Google Local listing

o Keyword stuffed business name

o Linked website

o A few citations


….don’t have same impact anymore


Factors that once made businesses standout...


…are now just ‘foundation’ factors


Organic factors growing in influence

Links Behavioural On-Site Personalization Social Reviews Citations GoogleMyBusiness

-6

-4

-2

0

2

4

6

8

5.6

3.4

1.5 0.199999999999999

-1.3-1.9 -2.4

-4.9

DifferenceChange: 2013 vs 2015

Source: Moz Local, Local Search Ranking Factors Study 2013 - 2015


What should local businesses do?

❓


1. Tackle foundation factors & move on quickly

2. Build quality links (ideally location-relevant links)

3. Create local content to boost website authority

4. Build a website that your customers love

❓


LocationLocationLocation

⌂


Location = Key Relevance Factor


Greater ‘Local Intent’ in searches


Google serves local results for more search terms


Service Terms Product Terms


More opportunity to reach local consumers

😃


But it’s not all good news…

☹


LocalSearch ➡ Hyperlocal

Search


City ➡ Neighbourhood

Google narrows radius of results


More businesses, well optimised


Almost impossible for businesses to rank in local pack for wide area


So what should local businesses do?

❓


❓

1. Maximise ‘Location Authority’

2. Focus on organic ranking

3. PPC for different geos


o Accurate address on landing pages (mark-up with schema.org)

o Accurate citations on powerful sites

o Accurate citations on local sites

o Links from local sites

o City/town in anchor text

o Detailed local content on your website

❓


1. Maximise Location signals

2. Focus on organic ranking

3. PPC for different towns/cities

❓


Pay-to-Play💰


Google under pressure to monetise ‘local’


Natural Paid Promotion


Ads in Local Results

source: BrightLocal.com


7 pack



7 pack


3 pack


7 pack


3 pack ‘Tupac’


Pay-Per-Lead


Pay-Per-LeadAll paid-for positions


Amazon is also doing it!


Apple & Facebook are likely to follow

Yes, definitely Yes, likely Not likely Not likely

25%

67%

8%

0%

source: BrightLocal Local Expert Poll, July 2016


Is paid-for promotion all bad?



❓


1. ‘Beyond-Google’ strategy

2. Build & leverage reputation

3. Pay!

❓


Mobile📱


Mobile 1st


Mobile Searches Outstrip Desktop

2011 2012 2013 2014 2015 20160

10

20

30

40

50

60

70

80

90

100

19.7

30.7

46

66.5

81.8

94.7

54.961.6 63 65.6 64.6 63.8

Mobile Desktop

*Bill

ion

sear

ches

source: BIA Kelsey, May 2015


of mobile searches have local intent

source: Google, May 2016

33%


Mobile user behavior requires new strategy


Rise of ‘Near Me’ Searches

source: Google Trends, August 2016


‘Near Me’ = Near & Now!

source: Google Trends, August 2016


Growth of Voice Search


of all searches are now ‘Voice Searches’

source: Google, May 2016

10%


source: KPCB Internet Trends 2016

Local Infor-mation

22%

Fun / Entertainment21%Personal Assistant

27%

General Information30%

Column122% of Voice Searches are ‘Local’


Natural, ‘semantic’ language


Mobile users are impatient


Mobile users want basic info, fast!

Physical A

ddress

Map / Driv

ing Dire

ctions

Opening Hours

Phone Number

Price Lis

t

List o

f Products

Customer T

estimonials

Photographs

Store Finder T

ool

Contact E

mail

About Us P

age

52%47%

44%

37%

29% 27%

16% 15% 15% 14%10%

source: BrightLocal Study, May 2015


Businesses need more than just a mobile-optimised site



❓


Mobile 1st


1. Maximise location signals

2. Create broad, rich ‘semantic’ content

3. Optimise content to give mobile users info they want, fast!


Reputation Marketing⋆


Build & leverage a positive reputation

to attract new customers


Local Ranking factor +

Conversion factor


Conversion


of consumers read online ‘local’ reviews

92%

Source: BrightLocal, Local Consumer Review Survey 2015


say positive reviews make them trust a business more

68%

Source: BrightLocal, Local Consumer Review Survey 2015


Positive reviews increase clicks by 22%

Source: BrightLocal Study, July 2016

Plumber Florist Estate Agent

63%66%

61%

43% 42%37%

With ReviewsWithout Reviews


Ranking Factor


High correlation between reviews & local ranking

Source: LocalSEOGuide.com - 2016 Local SEO Ranking Factors


But many businesses don’t actively grow or leverage

their reputations


Power of Reputation is not confined to search


o On-siteo Social marketingo Email marketingo Offline marketingo Sales materials



❓


1. Implement an effective review strategy

2. Encourage reviews on all key sites – not just google

3. Publish reviews on their own site

4. Utilise reviews in all marketing materials

5. Be persistent in getting more reviews

❓


Local Search Maturity

Location, Location, Location

Pay-to-Play

Mobile

Reputation Marketing⋆��

��

⌂


Links to resources:

www.brightlocal.com/futureoflocalsearch


[email protected]

01273 917 374

www.BrightLocal.com


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Thank You

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