Just as we were enjoying our Memorial Day weekend, Google went quietly about making some significant changes to its algorithm that heavily impacts local businesses. If you want to understand how to keep being “seen” in Google, these new changes must be adapted in your practice’s online marketing program.
First Change: Google Search Results Went Hybrid
This past year, when we used Google for an online search, the results would show paid advertising at the top or far right (which only 25% of people click on), with local search results shown next — listed in packs of 7 or 10 and accompanied by corresponding map markers starting with the letter “A,”, followed by organic (non-local) results. Google has now integrated organic and local search results together, which currently display on the search results page in varying ways — in packs of 3, 5 or 7 for example, depending on the search query. Search results are still formatted with paid advertising at the top or right under the map on the results page, but you’ll now see organic results listed BEFORE, and blended with, local search results. How does a business become listed in this new hybrid format and at the top of local search results? What we have learned is to focus on the following:
- It is crucial to have a custom-designed website that can be optimized (coded) down to the page with local search terms, specific relevant industry keywords (veterinarian, pet cancer, etc.), and appropriate geographic regional terms.
- When choosing location keywords, check how close your business is to the center of the city. To do this, go to Google Maps (maps.google.com) and type in your city and state; e.g., Minneapolis MN. Google will then display a marker on the map with the letter “A” — where it considers the center of the city to be located. This letter “A” is what Google calls the “centroid.” The closer your business is to the this centroid, the more “votes” your local business listing receives toward being near the top of local search results for that city. With this approach, Google is attempting to make the search experience most relevant to the searcher’s query.
- Plentiful (five or more) positive online reviews help maintain good positioning in Google Local Search. Google purchased the Zagat review site and is now incorporating these reviews into Google local listings. Reviews are becoming increasingly important. Having reviews associated with your business listing is yet another key ranking factor and one of the many signals Google looks for.
To read the rest of this article in a PDF format please click here: Fasten Your Seat Belt – Google Made Changes Again