In addition to organic tactics, nearly 80% of local marketers are now purchasing Google ads, a 10% increase from last year, according to a newly released survey of 1,300 local marketing agencies, small businesses (SMBs), and multi-location enterprises by Moz.
Budgets cut but mostly upbeat. The survey covered a wide range of questions, including the impact of COVID-19 on marketing budgets. More than 70% reported facing cuts, yet 74% believe that "business-as-usual will return within a year of safety orders being lifted." Paid media, social, and localized web content were more frequently cut than SEO, though local link building was moderately affected.
When asked about which SERP features they were most focused on, marketers mentioned: 1) featured snippets, 2) local packs, 3) Google Business Profile, and 4) "we don’t have a SERP feature strategy." Consistent with the zero-click narrative, 77% of respondents agreed that Google Business Profiles are "the new homepage" for local businesses.
Local Link Building Strategy with Highest ROI
Link building most sought after. The leading local SEO tactics where marketers wanted to invest more included:
- Local link building – 18%
- Local content development – 15%
- On-site optimization – 13%
- Technical analysis of ranking/traffic/conversions – 9%
- Website design – 8%
- Review management – 7%
- Social media – 6%
- Email marketing – 5%
- Technical needs – 4%
- Schema – 4%
Moz noted that industries such as automotive, real estate, and legal were particularly vocal about their need for dedicated link building resources. For enterprises, the top local SEO tactical priorities were:
- Review management – 13.9%
- Local content development – 13.2%
- On-site optimization – 13.2%
- Local link building – 11.1%
- Technical analysis for ranking/traffic/conversions – 10.4%
- Website design – 9%
- Schema – 5.6%
- Other Google Business Profile features management – 5.6%
- Technical needs – 4.2%
- Social media – 3.5%
In terms of link building, content development, direct requests, and sponsorships were highlighted as the top three strategies offering the highest ROI.
Uncertain about ranking impact. A majority, around three-fourths of respondents, said they believe "use of Google My Business profile features (e.g., Posts, Q&A) impacts rankings in the local pack." This is partially accurate. Certain elements of Google My Business do affect local rankings, although Posts and Q&A do not. Conversely, reviews and photos are impactful.
Regarding where local SEO fits within organizations, it most often (48%) resides in the marketing department. Alternatively, it might be overseen by the business owner (15%), account managers (9.1%), webmasters (6.6%), IT departments (3.4%), or other groups. Most local marketers (68%) reported using two to five local SEO tools, while 12% used six or more, and 20% used none or one.
Why we care. For the majority of U.S. businesses with a physical presence or service area, local SEO is crucial for digital marketing. However, it remains a complex and evolving sub-discipline of SEO, complicated by significant confusion and misinformation.
Join experts like Mike Blumenthal from GatherUp, Joy Hawkins from SterlingSky, and Andrew Shotland from LocalSEO Guide as they engage in myth-busting, sharing insights, and discussing local SEO best practices during a special edition of Live with Search Engine Land as part of the SMX Next event, scheduled for June 24 from 4:15 – 5:00 EDT.
