In early August 2015, Google changed the way they deliver local search engine result pages (SERPs). Although there was little publicity even inside the Internet marketing world, it is, perhaps, one of the most important changes affecting local SER.
One of the most significant changes to local SERPs is that Google eliminated the 7-pack of local search engine results and replaced it with a three-pack. More than 50 percent of local returns are gone! Other changes to how Google handles local search include:
Some addresses and phone numbers are no longer on the SERPs, so in those cases users must click through to find your location and contact information. But, there is a nice call button, which allows your mobile devices to make contact. Store hours are listed on the results page as well as ‘open’ or ‘closed.’
The Impact of Changing SEO
It will be harder for local searchers to find your business in local search, and once they do, they may have to dig for your location and contact information. Businesses dependent on local SERPs need to optimize their sites for local mobile search and traditional desktop search, too. Don’t forget, in July, Google let it be known that sites not optimized for mobile search will lose ranking.
How Inbound Marketers Should Respond to SEO Changes
Whether it is a mobile site or a standard site, there are two ways to address the increased force competition on local SERPs:
- Inbound Marketing
- Search Engine Optimization
Inbound Marketing
The concept behind inbound marketing is to get customers or clients to contact you when they are ready to become a consumer. To attain this status you want an audience of engaged followers and dedicated readers. Following are some tips on how to do this with an inbound marketing campaign.
Tip 1 – Create Buyer Personas
This is a quick and almost painless method for using inbound pieces that will do their jobs. Identify your ideal buyer, ask these questions,
- How can you solve a problem they have?
- Where do they live and work?
- What is their average income?
- Why should they have an interest in your business
Most businesses create a number of targeted personas for their ideal customer based on age, gender, income, work or live in the area, and similar items. Once the personas are created, marketing campaigns for each persona can be crafted.
Tip 2 – Enhance Your Use of Social Media
Use social media to drive people to your website. Whenever you update your site with fresh relevant content, post it to your Google+ Page, your Facebook page, and all other social media outlets you have a presence on. If you are not using social media, start now.
Tip 3 – Blog Regularly
Creating and following a content calendar helps you to blog on a regular basis and consistently add fresh and relevant content to your site that readers count on to be informative and interesting. Blog posts should be overwhelmingly informative and no more than 20 percent promotional.
Search Engine Optimization
We know that search engine optimization (SEO) is important to an effective website. But, what does this mean? In August 2015, MOZ released its 2015 SER Correlation Study. The study uncovers what features of sites and pages are associated the most with higher rankings. However, the study does not let us know if Google uses these features in its ranking algorithm.
Among its finding were:
- Low correlation between on-page keyword use and ranking;
- HTTPS also has a low correlation but might be the “tie-breaker” that Google frequently refers to; and
- Although Google claims that the number of links does not influence its rankings, it influences users. The more links, the higher the SERPs.
Many businesses find that SEO and inbound marketing take too much time away from the details of running their company and hire experts for SEO and inbound marketing chores. For small and medium-sized businesses, this is an affordable way to make sure that they stay competitive in the online world.
For more information on starting your inbound marketing strategy, give Marketing Essentials a call today at 419.629.0080 to speak to one of our inbound marketing experts.
