It’s no secret that being visible on Google is crucial, particularly for businesses operating locally. You might already know that optimizing your website, paid ads, and Google business listing can boost your visibility in Google’s search results.
However, the specifics might still seem unclear. Google might be a most trusted brands force, but that doesn’t make it any less enigmatic, especially with its constant evolution. So how do you maintain your relevance in search?
Let’s explore four significant Google search trends, with a focus on local search, to better understand Google’s trajectory:
- Zero-click searches
- Quality-focused results
- “Near me” searches
- Visual local results
For each trend, we’ll provide practical action steps you can implement to adapt and continue attracting customers online in 2021 and beyond. You’ll discover that your Google Business Profile might be the most crucial element in all of this.
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#1: “Zero-Click” Searches
You’ve likely noticed the dramatic transformation of Google search result pages over the past decade. They’re no longer just a list of ten websites; they’ve evolved into interactive, multimedia hubs featuring answer boxes, local map listings, information cards, expandable menus, and more. Google is increasingly providing searchers with the information they need directly on the results page, eliminating the need to click through. This is particularly beneficial for consumers looking for local businesses, all thanks to Google My Business.
Your Google My Business listing is featured on Google Maps and in the local results of Google Search. A comprehensive profile provides consumers with the necessary information to make informed decisions about your business—and even allows them to contact you directly—without ever visiting your website. This is the essence of zero-click searches: more and more, people find all the information they need directly on the without actually needing to click a result.
Via Sparktoro
This is one of the key reasons why Mike Blumenthal, a leading authority in local search, refers to Google your new homepage.
What you should do
To make sure Google connects your business with nearby potential customers looking for your offerings, it’s absolutely essential to get listed.
Create a Google My Business profile
To create a Google My Business profile, simply navigate to Google.com/business and set up an account.
Claim your listing
To take charge of your profile, you’ll need to claim your listing. Search for your business name on Google Maps. If your business is listed, select “Claim this business” and follow the prompts. If your business isn’t listed, you’ll need to add it as a new place and then proceed with the claiming process.
Provide all the necessary information
While you’ll ultimately want to populate all sections of your profile, start with the essentials like contact details and business category. Your category is particularly crucial, as it allows customers to find you even if they don’t know your business name. Don’t hesitate to select multiple relevant categories, as this is a recommended practice.
#2: Quality-Focused Results
Rewind about 15 years, and Google primarily ranked web pages based on their text content. This allowed low-quality pages stuffed with keywords to climb the ranks. Today, Google’s algorithm is far more sophisticated, taking into account factors like security, performance, user engagement, and more. This enables Google to identify and reward pages that offer high-quality content and a seamless user experience.
The same principle applies to Google My Business profiles. Google won’t rank your listing solely based on a matching zip code. It prioritizes listings that are accurate, regularly updated, and actively engaged with by users.
What you should do
The key takeaway? Google My Business is not a “set it and forget it” platform; it demands consistent upkeep. Here are the sections that require your attention and how to manage them:
Keep your information current
Trust is paramount with Google. Update your contact information whenever necessary and ensure holiday hours are accurately reflected. Maintain consistency with your business information across all online platforms. Any discrepancies that raise red flags with Google can negatively impact your ranking.
Maintain regular posting
An active online presence signals to Google that your business is alive and thriving, boosting their confidence in directing searchers your way. Utilize GMB’s social posting feature to keep your audience informed about events, promotions, announcements, and new offerings. Remember, posts expire after seven days, so consistency is key.
Refresh your photo library
Keep your photo gallery engaging with new images every week. Include photos of your staff, showcasing the range of products or services you provide, and capture satisfied customers (with their permission).
Cultivate reviews
A lone 5-star review from 2013 won’t cut it in today’s competitive landscape! Consumers trust and value the experiences shared by fellow customers. Google understands this and rewards businesses that have a strong and positive review presence. The simplest way to get more reviews? Just ask!
It might feel a bit awkward at first, but customers are generally happy to share their feedback; they often just need a little nudge. Request reviews via email, explaining how their input helps other potential customers make well-informed decisions. Or, when a client expresses gratitude in person, politely ask if they’d be willing to share their positive experience in a review.
Respond to reviews
Responding to reviews demonstrates to Google that you are actively engaged and attentive to customer feedback. Your responses also provide valuable insights to potential customers. They highlight your commitment to customer satisfaction and offer a glimpse into your communication style and personality.
Address questions proactively
Your Google My Business profile includes a dedicated Q&A section. Don’t just wait for questions to arise; proactively seed this section with relevant information that addresses common queries your customers might have.
#3: “Near Me” Searches
Take a look at this chart illustrating the trend of “near me” searches on Google over the past five years.
Data source: Google.com/trends
While “for me” searches have shown growth rates of 60%, “near me” searches have reached 900% growth.
People are increasingly using “near me” searches instead of manually entering their location or zip code because they expect Google to pinpoint their whereabouts automatically.
What you should do
Google will handle the task of identifying a user’s location and presenting businesses that are prominent in that area; however, it’s your responsibility to ensure your business is among those Google recognizes as dominant in that location. This can be particularly challenging for service-based business that lack a fixed physical address—such as home inspectors, interior designers, repair services, and other home services. If this describes your business model, here’s what you need to do:
Designate as a service area business
Ensure you have selected “Service Area Business” in your Google My Business account settings. This setting is specifically for businesses that don’t operate from a single location but instead travel to their customers. When you enable this status, you can specify the areas you serve. This is especially helpful if you service specific locations outside of your immediate radius but not others.
Create location-specific service pages
Instead of having a single generic service page on your website, develop separate pages tailored to each of the primary neighborhoods you cater to. Enhance these pages with relevant photos, customer testimonials, inspection codes, and policies specific to each area. This will populate your website with location-based keywords, signaling to Google your strong presence in those specific locations.
Incorporate keywords strategically in your listing
Make sure your business description and photo captions include location-specific keywords. For example, you could use a phrase like, “We are a comprehensive inspection company serving clients throughout the San Francisco Bay Area since 2006.”
#4: Visual Search Results
Mike Blumenthal, the aforementioned local search expert, has observed that images from GMB profiles are starting to appear in local search results. You can see this in action by searching for “wedding dresses wilmington”. Right on the results page, Google prominently displays a photo of a dress sourced directly from the business’s Google profile.
What’s even more interesting is that Google dynamically adjusts the featured photo displayed for the listing based on the specific search term used.
While this feature is currently primarily focused on retail businesses, Google’s advancements in image recognition suggest that it will eventually have much broader applications. For example, Google is beginning to demonstrate the capability to understand the content and context of images—such as identifying someone conducting a home inspection—even without relying on text descriptions or tags.
What you should do
Utilize highly specific imagery
Incorporate images on your website and Google My Business listing that are highly specific to each service you offer. Whenever possible, provide a concise description of the service being depicted and its location. This proactive approach will help you stay ahead of the curve, ensuring your business is well-positioned for success as Google continues to integrate images into local search results.
Ditch the stock photos
Ensure all your images are original and authentic to your brand. This will allow you to be as specific and relevant as possible. Moreover, when potential customers can see the actual faces of the individuals who might be servicing their homes, it fosters a sense of trust and familiarity more readily.
A top-notch local listing will take you far
Google is a multifaceted platform, but these four key trends are definitely worth aligning your local marketing strategy with. To maximize your visibility in Google search:
- Create a Google My Business account, making sure to set it up as a Service Area Business.
- Maintain an active and engaging presence through regular posts, fresh photos, active review cultivation, and prompt responses.
- Emphasize your local presence strategically through targeted website pages designed for specific locations.
- Showcase real, service-specific photos that accurately represent your offerings.
While Google is in a state of perpetual change, its core objective remains constant: to deliver reliable information to searchers quickly and efficiently. By implementing the steps outlined above, you’ll be well on your way to crafting a Google profile that aligns with these values. This proactive approach means that algorithm changes and updates will ultimately work in your favor, requiring minimal effort on your end. In other words, maintain a laser focus on your customers, and Google will reliably remain on your side.