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5 Trends Shaping The Future of Local Search
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what is
?
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Local SEO Reporting Tools & Business Listing Management Services
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Outsource Local Listing Management
All-in-One Local SEO Dashboard
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Write Content For Industry-Leading Sites
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Create In-Depth Research
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Additionally, 30,000+ Digital Marketing AgenciesTrust BrightLocal!
Our Research Has Been Featured On
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Visit Us At Booth 417!
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5 Trends Shaping The Future of Local Search
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Local Search Maturity
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Harder to rank high in local search results
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We’re talking about Google’s
‘local pack’
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7 pack
source: BrightLocal.com
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7 pack
source: BrightLocal.com
3 pack
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7 pack
source: BrightLocal.com
3 pack ‘Tupac’
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More local businesses are optimized
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Google’s Local algo more sophisticated
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What should local businesses do?
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1. Tackle foundation factors & move on quickly
2. Build quality backlinks (ideally location-relevant
links)
3. Create local content to boost website authority
4. Build a website that your customers love
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LocationLocationLocation
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Greater ‘Local Intent’ in searches
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City ➡ Neighborhood
Google narrows radius of results
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Almost impossible for businesses to rank in local pack for wide local
area
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So what should local businesses do?
@Bright_Local#SMX
o Accurate address on landing pages (use markup with schema.org)
o Accurate information on quality online business directories/listings
o Accurate citations on local sites (like Chamber of Commerce’s, local
business groups, BBB, etc.)
o Links from complementary local sites
o City/town in anchor text
o Detailed local content on your website
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Pay-to-Play
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Google is under pressure to monetize ‘local’
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Ads Can Appear in Local Results
Source: BrightLocal.com
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So what should local businesses do?
@Bright_Local#SMX
1. ‘Beyond-Google’ strategy
2. Build & leverage reputation
3. Pay!
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Mobile
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Mobile First
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Mobile Searches Beats 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
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of mobile searches have local intent
source: Google, May 2016
33%
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Mobile user behavior requires new strategy
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Rise of ‘Near Me’ Searches
source: Google Trends, August 2016
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Growth of Voice Search
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source: KPCB Internet Trends 2016
Local Infor-mation
22%
Fun / Entertainment21%Personal Assistant
27%
General Information30%
Column122% of Voice Searches are ‘Local’
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Mobile Users Are Impatient and Want Info Now!
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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
About Us P
age
52%47%
44%
37%
29% 27%
16% 15% 15% 14%10%
source: BrightLocal Study, May 2015
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Optimize for natural, ‘semantic’ language
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So what should local businesses do?
@Bright_Local#SMX
1. Maximize local signals
2. Create broad, rich ‘semantic’ content
3. Optimize content to give mobile users info they want -- fast!
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Reputation Marketing
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Build and leverage a positive reputation
to attract new customers
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of consumers read online ‘local’ reviews
91%
Source: BrightLocal, Local Consumer Review Survey 2016
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say positive reviews make them trust a business more
74%
Source: BrightLocal, Local Consumer Review Survey 2016
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Positive reviews increase clicks by 22%
Source: BrightLocal Study, July 2016
Plumber Florist Estate Agent
63%66%
61%
43% 42%37%
With ReviewsWithout Reviews
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High correlation between reviews and local ranking
Source: LocalSEOGuide.com - 2016 Local SEO Ranking Factors
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So what should local businesses do?
@Bright_Local#SMX
1. Implement an effective review strategy
2. Encourage reviews on key review sites – not just
3. Publish reviews on their own site
4. Utilize reviews in all marketing materials
5. Be persistent in getting more reviews
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Local Search Maturity
Location, Location, Location
Pay-to-Play
Mobile
Reputation Marketing
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Links to resources:
www.brightlocal.com/futureoflocalsearch
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Booth 417
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Thank You!
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Questions?
