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Why Local Search Is About More Than Showing Up

Authors: GiniRoberts Neil Crist
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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The Marketing Book Podcast

Neil Crist, Head of Product and Engineering at Moz, joins the Content Experience Show to discuss the ins and outs of local search.


More Than a URL

On the surface, it may seem like the goal of local search optimization is to show up at the top. While this makes sense to many local business marketers, simply being a top result is not enough to win over consumers in the local game.
There was a time when having a great website, getting your URL in the top three results through ads, and then riding the wave of traffic was a fine strategy. It used to be that having a website was a major show of legitimacy. But as the landscape has changed, consumers have changed with it in how they look at local search results.
According to Neil Crist of Moz, having a complete and compelling Google profile is just as important as having a website. Thanks to how Google is compiling and rearranging information, consumers can find more and more answers to their questions before they ever click on a search result link. By ensuring that your business’ Google profile is complete with important and relevant information, you will take a giant leap forward in the world of local search.

In This Episode

  • How local search is evolving in the greater scheme of search optimization.
  • Why your business needs a detailed Google profile.
  • How to ensure that your business is visible in local search results.
  • Why there is more to local search optimization than simply showing up.

Quotes From This Episode

“Competing in a search scenario gets very complex without intelligence, some sort of research capability to tell you how things are changing.” — @neilcrist
Take some time to pretend to be the user on Google trying to find your business and find out what those search results look like. Click To Tweet


Content Experience Lightning Round

If you didn’t have Google, where would you search?
The public library!
What is the last thing you searched for on Google locally that you can remember or you want to admit to?
A game venue for his son’s traveling basketball team.
When you’re searching for a good place to eat, do you use Google or do you use a different app?
Google Maps.
What is the item that you misplace most often?
Water bottle.
Do you trust Siri or Alexa more?
See you next week!

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