7 Crucial Local SEO Updates to Consider for Your 2022 Planning

SEO October 2, 2024

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Navigating the Fast-Paced Year in Local SEO

The past year has seen significant advancements in digital marketing, with local SEO being no exception. As the demand for local information has grown and markets have become increasingly competitive, search engines have adapted to meet these needs. Businesses, local SEO professionals, and their agencies now have access to new tools and more data with greater ease.

Consumers, in turn, benefit from an enriched and seamless local search experience filled with valuable information.

Google’s Impact on Local Search Amid Changing Consumer Habits

Google has been at the forefront of many local search updates, responding swiftly to shifts in consumer behavior due to the pandemic. Here are some key statistics:

Google holds over 92.4% of the global search engine market share.
83% of local consumers use Google Search for local business information, with 90% making a purchase within a week.
Google facilitated 2 billion connections between US businesses and shoppers monthly in 2020.
Searches for "[Available near me]" increased by 100% in 2021, "[now near me]" by 200%, and "[along my route]" searches by 1000% in 2020.

Ignoring local SEO can be detrimental for businesses, as capturing even a fraction of these searches can be transformative.

Streamlining Local SEO with Google Business Profile

The rebranding from Google My Business to Google Business Profile brought along significant updates and features. Business owners can now update listings directly from Google Search and Maps, bypassing the need for dedicated apps or platforms. This includes updating contact information, operating hours, images, and more. Verification processes and issue management can also be handled within Search, enhancing local search visibility.

Enhancing Local News Visibility

Responding to the surge in "[news near me]" searches, Google introduced features to make local news more accessible. These include the Census Mapper Project and the Common Knowledge Project for journalists, along with several updates to how local news stories are displayed in search results.

Bing’s Richer Local Search Experience

In March 2021, Bing integrated more visual elements into its search results, including expandable carousels, infographic-like results, intuitive highlights, and an integrated visual search button. These enhancements have made Bing’s local search results more visually appealing and useful, providing another attractive platform for local SEO efforts.

New Attributes for Google Business Profiles

Google continuously updates attributes to provide searchers with more detailed business information. February 2021 saw the addition of health, safety, and pandemic-related attributes, allowing businesses to communicate safety protocols and new services like curbside pickup and no-contact delivery. Features such as call logging and messaging help businesses stay engaged with customers.

Boosting Local Ecommerce with Pointy

With an increase in searches for items “in stock,” Google introduced Pointy integration for eligible US retailers. This feature automatically updates a store’s product inventory in Google Search, ensuring searchers always know what’s available.

Ongoing Mobile-First Indexing Rollout

Google’s mobile-first indexing has been progressing, emphasizing the need for businesses to provide a seamless mobile experience. With 76% of people using smartphones for nearby searches, it’s critical for local businesses to optimize for mobile users.

Free Local SEO Tools and Insights

Local businesses and SEO professionals gained access to new tools such as the Local-Pack-O-Meter and in-depth research from Milestone Inc., providing valuable insights and trends for better strategy formulation. These resources help track data for various Google search features and analyze business performance metrics.

Crafting an Effective 2022 Local SEO Strategy

Besides these updates, local businesses should focus on setting up products for visibility, leveraging Google Maps, and utilizing data from Google Merchant Center. Addressing enterprise local SEO challenges and Service Area Business issues is also crucial.