Local SEO in 2018: 12 Tips to Build Local Engagement
Local search is undergoing a few challenges, including review spam and listing spam. But Google is making steps to address them.
“Spam is like whack-a-mole,” according to Dana DiTomaso. “Spammers try new stuff, Google smacks it down.”
To improve the quality of its listings, Google introduced the Local Guide program where people provide relevant information about local businesses to Google.
When people search for businesses, visit their location and review them from your Android phone – all with your Location Services turned on, then Google knows where you’ve been.
Most people only have one phone and searching for a business, going there, and reviewing it are all measures of local engagement taking place on mobile.
What’s more, it’s hard to fake location data.
Currently, local search comprises of about one-third engagement, one-third local data, and one-third traditional SEO.
But in the future, DiTomaso said, engagement will become a more significant factor for local SEO – as it is the best way how Google can differentiate the quality of businesses.
Google knows so much about people – from the topics you’re interested in and the videos you watched, to the places you went to, and the things you said.
Through these bits of information, Google has a complete snapshot of your engagement with the world.
How to Focus Your Tactics on Building Engagement
We already know how to build citations so we should now shift our focus to building engagement.
Here are a few tips on how to do it.
1. Review Your Knowledge Panel
It is your basic health check so regularly review if the info in your knowledge panel are accurate and update them when necessary.
2. Check Your Google My Business Timeline
Google has rolled out a Q&A feature where people ask questions but business owners don’t get notified. This is an important feature to pay attention to.
Prospective clients are already reaching out to you and all you need is to respond.
3. Keep Your Email Newsletter Interesting & Consistent
You don’t want your customers to unsubscribe.
4. Make Your Transactional Emails Worth Reading
No one likes to be sold to.
Try to add value to your transactional emails so that subscribers appreciate it.
