The Evolution of Local SEO and Google Business Profiles
Let’s cover the basics very quickly, local SEO (search engine optimisation) is a type of digital marketing that aims to make a business more noticeable in online searches that are based on location. This helps owners get more local customers. Search engine marketing for local companies is important because it helps them reach people who are searching for the right products or services in the area.
Local SEO techniques like improving their Google Business profile, targeting local keywords, and gaining local citations can help businesses attract more customers to visit their physical stores and make their websites more visible online. Sales in their local area will increase as a result.
The Beginnings of Local SEO Marketing
Before local SEO, businesses used word-of-mouth and print ads to get more sales. In the beginning, online search wasn’t the main way to find local businesses or items. Businesses’ online visibility didn’t do much to bring in local customers; instead, physical stores relied on old-fashioned marketing to get their attention.
The digital world changed a lot when search engines, digital marketing, and local SEO strategies all became popular. This helped businesses a lot since it linked them with prospective customers in the area through local search ranking considerations. Local SEO started to take over local marketplaces in the middle of the 2000s.
How Yellowpages.com Paved the Way for Business Lookup Sites
Yellowpages.com was a great way for businesses to gain more exposure and interact with prospective customers, as it featured a large number of company listings. Also, the platform’s ability to adapt to search engine optimisation (SEO) showed how important it is for small companies to be seen online in a world that is becoming more and more digital.
As people transitioned to online business lookup tools, Yellowpages.com was a key part of connecting buyers with companies. The rise in fame of websites that look up companies was a big step forward in how people and businesses find out about companies. People can find a lot of information about companies using their great search tools.
The Rise of Local Search in the Smartphone Era
Before wireless networks became more reliable and smartphones got better at giving people a smooth and fast internet surfing experience, desktop and laptop PCs were the main way people accessed the internet. People mostly do things online using these gadgets, which has significantly influenced the history of local SEO. When people couldn’t connect to the internet “on the go,” local companies couldn’t successfully contact and interact with prospective customers in their area. Due to this, small companies had trouble using digital channels to promote their business name, bring in local customers and compete in the digital economy, which is always changing.
Smartphones became more popular, and wireless connections got stronger, so people could look up information and services while they were on the road. People used their phones to look for shops, restaurants, and other places of interest nearby, which caused a lot of local searches.
How ‘Near Me’ Queries Changed Local SEO
“Near me” searches have become more common in local SEO throughout the years. These search queries are becoming more common because of changes in how people use the internet, such as their growing reliance on mobile devices and their need for quick, localised answers. People are now more likely to use the “near me” term when searching for items, services, or companies that are nearby.
Location-based searches have grown a lot, and this is changing how businesses think about their SEO tactics, according to Google search data and several industry studies. There have been a lot more mobile searches with “near me” and words like “can I buy” or “to buy” in the last few years. To meet the needs of mobile users who want to buy something right away in their area, this is a good example.
The Evolution of Local Search Results
Due to changes in customer wants and habits, Google’s search algorithm has been updated many times over the years. Yellow Pages and business listing sites were Google’s main sources of information about local companies at first. Google began to show review sites at the top of its local search results because people wanted more complete and easy-to-use results.
The Map Pack feature on Google Business and the Local Map Pack on search results show nearby companies right away. This feature was created to help people locate and interact with local businesses more easily.
At first, the Map Pack showed up to 11 companies, but Google has since cut this number down to 7 and later to 3. Although the Map Pack had a lot of users and interactions, Google still decided to make these adjustments. This suggests that Google is adding more local advertising options.
Due to these alterations, local businesses might be competing more for exposure in the local pack. They may need to think about other ways to reach prospective consumers, including improving their Google Business profiles and running local search advertisements. A full SEO audit is a great way to see if your local SEO is doing what it should be doing.
The Power of Google Maps for Local SEO Success
People used to look for local businesses in a very different way before Google Maps. You just open Google Maps and type in what you want to find. This has changed local SEO a lot. If a business wants people to be able to find it, it has to be on Google Maps and make sure that the information is correct and up to date.
You can enhance your Google Maps visibility in a number of ways. These are some of them:
- Manage your business listing
- Create a detailed business description that highlights your offerings and enhances your local SEO efforts.
- Add photos and videos
- Encourage customers to leave a review
- Respond to the reviews
The Evolution of Google Business Profile
Since it started in 2005, Google Business Profile (previously Google My Business) has changed a lot. Here’s a quick look at how SEO for Google Business Profiles has changed over time:
Google Local Business Centre (2005) – Businesses could use this platform to control their online visibility, like where they are on Google Maps.
Google Places (2009) – Google Places came out in 2009 as an add-on to the Local Business Centre. It gave companies more useful features including reviews, ratings, and images.
Google + Local (2011) – The integration of Google+ social media accounts with company listings signaled a dramatic change by enabling companies to interact more deeply with their customers.
Google My Business (2014) – This was first released in 2014 and brought together all of Google’s local company management features on a single platform. It included a full set of features, such as insights, analytics, and the ability to manage more than one location.
Google Business Profile (2021) – Google My Business was renamed to Google Business Profile in 2021 to show that the platform’s main goal is to assist businesses in establishing and maintaining their online visibility, instead of just being a list of local businesses.
The Growth of Voice Search in Local SEO Marketing
More and more people use voice assistants like Siri, Alexa, and Google Assistant to search for information on their phones. This is because mobile voice search has become more popular in recent years. This development has a major impact on local SEO strategy since it alters how customers look for local services and products.
One of the most important effects of the development of mobile voice search is that it is now more important than ever to optimise for local search results. People who use voice search don’t always type in precise keywords. Instead, they usually use natural language and conversational expressions. Which means that local businesses need to make sure that these types of searches can work on their websites and online directories. They can do this by incorporating relevant keywords and phrases in their content and metadata.
Ensuring accurate and up-to-date business information is important in local SEO. Being consistent in all platforms builds trust and improves online visibility.
Boosting Local SEO with NAP Consistency
Your NAP (name, address, and phone number) should be the same on all of your internet accounts. It makes sure that possible customers get the right information. You may utilise tools like Moz Local, Yext, and Semrush to make it easier to update and manage NAP.
Yext and Its Influence on Local SEO Success
Yext is a cloud-based software that helps you manage location data. Yext has a big effect on how easy it is to find local businesses online because it helps them keep their listings accurate, complete, and consistent across directories, review sites, and social networks. This leads to better local SEO performance and more online visibility.
Analytics and Tracking Tools
By offering useful insights into customer behaviour, keyword performance, and local search trends, analytics and tracking tools are essential for improving local SEO. This allows businesses to make data-driven decisions and optimise their online presence for increased visibility and engagement within specific geographic regions. It also makes it easier to keep an eye on local listings, handle citations, and keep track of reviews. This helps businesses stay consistent and accurate across different platforms while saving time and money, particularly in profile management.
Proven Methods for NAP Consistency
To make sure that NAP information is always correct and up to date, businesses should:
- Check their web listings in directories regularly.
- Information should be updated as soon as something changes.
- Use reliable resources to handle NAP data, such as Moz Local or Yext.
To further ensure consistency and dependability across online platforms, a standardised NAP format should be implemented, and staff members should be trained on the need to maintain accurate information.
Adapting Local SEO to Your Business Niche
By modifying strategies to fit the specific needs and habits of their target market, several sectors make unique use of local SEO. A restaurant, for instance, may focus on optimising for food-related keywords and “near me” searches, while a healthcare facility might focus on targeting local service areas and patient ratings. Businesses need to know these industry-specific details to improve their local SEO and get better visibility in their own communities.
The Next Chapter in Local SEO Marketing
As AI and AR transform how people shop and engage with local companies, local SEO will also change a lot. Voice search and chatbots driven by AI will have a big impact on local search results, emphasising the need for business owners to optimise for long-tail and conversational keywords. Businesses must include AR-friendly tactics in their local SEO campaigns to increase foot traffic, as augmented reality (AR) is predicted to revolutionise local interaction by providing immersive experiences.
Stay Ahead in Local SEO Marketing with Pixel Juice Digital Marketing Glasgow
Local SEO has changed a lot in the past few years. Business owners need to invest in local SEO efforts. Pixel Juice Digital Marketing Glasgow is a digital marketing business that knows how to boost online visibility and local search results. We use a methodical approach to boost keyword rankings and optimise your Google business profile to get your business to the top of search results. Pixel Juice’s search engine optimisation services can assist you with any project or continuing work, and we can help you succeed at local SEO!
Contact us today and book a discovery call online to discuss how we can improve your visibility on Google. We make sure that your business gets found by the right customer at the right time.
