The pandemic is coming to an end after a year of budget cuts, strategic issues and a lack of resources for challenging SEO professionals of all levels.
Many companies are more focused on preparing for a turnaround than solidifying plans for the coming year.
This is especially important in local search, where consumer behavior changes rapidly and Google updates can have a quick and far-reaching impact.
What trends and technologies should be on your radar to advance a more agile and adaptable local SEO strategy?
Joy Hawkins is the owner and founder of Sterling Sky, a local SEO agency. She’s a product her Google business her profile product her expert, a prominent and respected industry writer and speaker, Local U.
In this Q&A-style interview, Joy shares advice on where marketing leaders should focus their local SEO attention this year, SEO technologies she’s excited about, how to build a career in local SEO, and more.
Local trends to watch in 2022
Miranda Miller: “What local SEO trends should CMOs really watch out for this year?”
Joy Hawkins: “Google rolled out an algorithm update near the end of 2021 that caused serious upheaval for local businesses.
At the time, the biggest impact seemed to be the client’s ability to rank away from their physical location, so we called it the “Neighborhood Update.”
Google seems to place a lot of importance on the location and proximity of businesses.
If this update continues, it’s important to research the client’s closest competitors (especially if they currently appear in the 3-pack) to make sure the client doesn’t.
Google has been ramping up its LSA (Local Service Ad) program over the last few years, so it’s entirely possible that the platform will continue to grow and expand throughout 2022.
If your client is not using this outlet, I suggest you check it again.
we are also looking at more Images lead to SERPs More than ever, on both mobile and desktop.
It’s a smart decision to pay attention to the images you use, especially the best performing pages. “
Local optimizations to focus on (and where to let go)
Miranda Miller: “Are there any local optimizations or tactics that marketers seem to be spending more time than necessary or should be phased out entirely for 2022?”
Joy Hawkins: “Until the neighborhood algorithm update, our understanding was that having a keyword-rich name was a huge boost for clients who wanted to appear in the 3-pack for their wide geographic spread.
But that is no longer the case.
Based on the data we looked at, businesses with high keyword-heavy names and proximity reach were hit the hardest.
It’s a bit premature to say with certainty that adding keyword descriptors to names no longer works.
But for the time being, I think it’s a tactic that marketers can definitely curb.
Another tactic that we’ve proven time and time again is worth nothing. geotag images.
When you geotag your images, the information is removed from the images during the upload process so you don’t have to spend time adding them.
It’s time to let it die.
Employing AI content creation technology
Miranda Miller: “Are there any new or developing local SEO technologies that you are particularly excited about?”
Joy Hawkins: “Content is a very important part of SEO, especially creating high-quality, valuable content.
However, it can be difficult for content creators to have their own say on a particular topic.
For example, how much can you really write about repairing concrete?
Over the past year or so, we’ve noticed significant improvements in AI capabilities when it comes to content creation. There are many AI burning services on the market today to choose from, including Peppertype.ai, Rytr.me, and Writesonic.
I’ve found these services to be a great way to help content writers get started when they’re feeling blocked.
We don’t rely entirely on AI to create content. Because the AI-generated content still needs to be cleaned up and refined. However, these services are very useful as a starting point.
Another tool we’ve started using is the Transparency Company.
Fake reviews are a very difficult but common challenge in the local search space.
It’s great to have tools to help you determine which competitors may be buying reviews on Google. “
Pros and Cons of a Local SEO Career
Miranda Miller: “What is the hardest and most enjoyable part of your day-to-day work?”
Joy Hawkins: “The best part of my day is the people I work with. I care about doing everything I can for my clients and invest in the benefits we can get for them I work with an amazing group of people.
Working with them and brainstorming ideas is definitely one of the most fun parts of my job.
I’m also someone who likes digging into data, looking at numbers, and trying to solve mysteries.
SEO is all about solving this ever-changing puzzle as the pieces keep changing shape, size and color. Trying to determine how these puzzle pieces fit together can be both challenging and fun.
The challenge is that it can be very difficult to balance running a business with all the volunteer work I do.
Being a Google Product Expert means you are always helping users on the Google forums. As a result, many people email or tag me on her Twitter.
Being a volunteer and managing expectations is not for the faint of heart. “
Local SEO career building advice
Miranda Miller: “What tips and advice do you have for someone just starting a local SEO career?”
Joy Hawkins: “SEO is always changing. If the November update has taught us anything, it’s that you can’t count on a strategy that works forever.
If you’re looking to enter the SEO industry, it’s important to read up on the latest trends to understand the current state of the industry and use that information to strategize.
Still, it’s important to keep these strategies empty-handed. At some point they will likely stop working and you will have to adapt.
I always recommend using a number of different SEO strategies.
We also encourage you to network with others in your industry wherever possible.
There are some very smart minds in the SEO world, and it’s a great opportunity to learn from them through blogs, forums, conferences, and even social media posts. “
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Featured Image: Courtesy of Sterling Sky Inc.
