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Neil Crist, Head of Product and Engineering at Moz, joins the Content Experience Show to discuss the ins and outs of local search.
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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.
“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 TweetIf 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?
Alexa.
See you next week!
Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!