Have you ever felt that the factors impacting local SEO results are always changing? With each update that search engines, particularly Google, make to their algorithms, it can be challenging to know what to prioritize to ensure your SEO strategies remain effective.
These statistics provide a solid understanding of current SEO trends:
Local Pack and Reviews
- Google’s 3-pack appears in the top spot for 93% of searches with local intent.
- 88% of consumers read reviews to determine the quality of a local business.
- 72% of consumers say positive reviews increase their trust in a local business.
What this means: Google’s reduction of local pack results from seven to three intensifies competition for top spots. Your business must be listed on Google My Business and optimized with relevant local and category-specific keywords. Essential to your listing is your star rating, which appears prominently in local results even before users click on your listing. A high rating can improve your placement and consumer engagement.
Mobile-Friendly Sites
- 87% of smartphone owners use a search engine at least once a day.
- 60% of American adults use smartphones and tablets to search for local product and service information.
- For e-commerce keyword searches, 83% of top search results are mobile-friendly, and 81% of the top three results are mobile-friendly.
What this means: The increasing use of smartphones for local business searches in the U.S. underscores the necessity of having a mobile-friendly or responsive website. Google emphasizes mobile sites in search results, making them crucial for local SEO success. Additionally, with customer experience playing a larger role in SEO, your site should be optimized for mobile and conversions, like calls and forms, to effectively capture and track leads.
On-the-Go Searches
- Google search interest in “near me” has increased 34 times since 2011 and nearly doubled since last year.
- 51% of smartphone users look for local information while on the go.
- 50% of local-mobile searchers are looking for business information like a local address.
- 78% of local-mobile searches result in offline purchases.
What this means: Consumers frequently search for local information on their smartphones while on the move, looking for details like business addresses and directions. To cater to these ready-to-visit consumers, you must optimize all your online properties—local listings, social media profiles, business website, and blog—with accurate location information and local markup. Consistent business name, address, and phone number (NAP) across local citations not only improve SEO performance but also provide necessary information to potential customers.
As these trends demonstrate, staying updated with changes in SEO practices is crucial. Ensure your (mobile) website, Google listing, and local listings are up-to-date and consistent. But always be prepared for new developments that could impact your local SEO efforts.
What trends are affecting your SEO results the most? Let us know in the comments.
Image Credits
- Featured Image: Ditty_about_summer/Shutterstock.com
- Screenshot by Tamara Weintraub. Taken September 2015.
