Google Local Results:
Thanks to the changes Google recently made, Google Local results have never been a more lucrative position to be in on a search engine results page, and appearing on that list has never been more important for your business.
As we all know, Google is constantly tweaking their algorithms, weighting one component of a site’s online profile more heavily one month, and another the next. With the release of Google’s “Venice” algorithm, the Google Local results game has truly changed. Here is an excerpt from Google’s Matt Cutts on the Venice algorithm change:
“Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user.”
For instance, when someone types in “Philadelphia law firm SEO” as a search query, unless the large national firms or sites with high national rankings have a local presence, they are not necessarily the first organic hits on the search engine results page. Local businesses are, and Google has implemented a method of assessing whether content pertains to a specific area. With this update, results are now “localized”.
As you may have noticed in your own Google searches, seven results on the first page are now specific, highly ranked local businesses. These links include corresponding contact info for each other businesses including telephone, address and email, as well as a correlating map of these locations. If someone searches with a smart phone, the contact information is in plain text and is clickable as a link. Thus, with a single touch, a potential client can call or email your business before they have even visited your site. This makes Google Local results incredibly useful.
The downside? This means there are less national organic results on the front page for any given search. The competition for organic SERP presence nationally is now stiffer, and results will change depending on which geography a user is Googling from. On the other hand, it gives businesses with localized page content a leg up on national competition, resulting in more page views from potentially more relevant clients.
Prioritizing SEO that focuses on localized content is now extremely important. The methods to increase a local ranking include: local landing pages, unique localized page content (focusing on your specific market), localized link profiles for smaller-sized businesses, and title tag and descriptions including the location and keywords.
Google has gone Local. Adjusting your game plan could result in huge returns for your SERP placement, and ultimately, your business success.
Find out how to boost your local search ranking
If you would like more information how your firm can boost its local search rank within Google, contact us today. We work with not only attorneys, but accountants, retail, traditional brick-and-mortar businesses, and websites as well. If you would like to find out how you can make Google local search work for you, contact us today.