In Pigeon update, Google brought new rules and guidelines to follow for companies for succeeding in local marketing. Despite the local SEO shakeup in post pigeon update, lots of marketers are still following the traditional procedure and wrong search optimization. This is why despite spending time and money businesses remain unsuccessful in local marketing. In fact, this update has created confusion among marketers that need to be rectified to achieve success in the local marketing quickly.
The old SEO practices need a shake-up to be attuned with new updates of pigeon or to avoid confliction with new guidelines. If you are unaware of the new changes brought in a post-pigeon era of local SEO, let us find out the important modifications in this blog.
Target Neighborhood searches instead of focusing on whole city searches
In the last update, the geo-location system was redesigned by Google. Instead of identifying cities as single geographical identities, the update has divided cities into neighbourhoods. Typically, it has decreased the search radius of the businesses and termed as neighbourhoods for local marketers. But, it will greatly help businesses target customers locally. Some of the businesses have found changed neighbourhood from the existing one. Redrawing of geographical boundaries has resulted in a decrease in ranking and created chaos among businesses. The companies are thinking that they are edged out of business by competitors but actually not. Businesses have to simply retarget customers in the new geographical location to get back the ranking quickly.
Here are some of the important changes that need to be done to get succeed again.
- If you are doing business in a larger city don’t focus your marketing effort on city name but focus on neighbourhood name.
- If you have received a new neighbourhood, don’t change your name, address, phone and other essential information on the business. NAP consistency is essential for success now as always been. Changing the names according to the new neighbourhood will do more harm than good.
- Find out in which neighbourhood or geographical location you are in, to capitalize your presence in the new environment.
- Find out the synonyms of your neighbourhood to use in your online marketing. Using different names in the content marketing efforts help in getting more visitors. This is because the people can use different names in searching the product adding the name of a locality.
Create a listing with top ranked directories only
The procedures of acquiring a ranking advantage in SEO by mentioning your NAP in every directory is gone now. This doesn’t help in increasing ranking anymore in local business. Directory listings still play an important role in local SEO but in a different one. You need to find out the valuable directories instead of a crap one. Search the local directories that are ranking higher related to your niche and results can vary according to regions. After finding the best and top ranked directories, create the best profile in those directories suitably.
Integrate content marketing and link earning along with nap, reviews, and directories
The local SEO mainly focuses on citations, NAP consistency and reviews for ranking. But, even domain authority, quality content and links can’t be neglected by the companies. Further, according to Moz’ local search expert, the on-page signals are responsible for 21% of local ranking factors. The on-page signals include traditional SEO practices like keywords in title, domain authority, and presence of quality contents in the website.
It is essential to rank in the top three positions to be a part of the shrunken local packs but it is usually influenced by organic rankings. Modify your organic result creating special content to earn potential links and in standard SEO practices. Apart from that citation and reviews play an important role in increasing ranking in local search engines. Eliminate technical issues of a website, earning quality links, and quality contents are essential to maintaining a ranking in local search result despite Pigeon algorithm update.
Business promoting product locally needs to have a clear goal and understanding of works of a local search algorithm. It is essential to find out the impact of pigeon updates and changes brought in to modify strategies accordingly. The latest Google mobile shakeup will create an impact on the local search too as the majority of searches in local business come from mobile devices. The local website can increase ranking by getting a responsive design and advanced tactics. The new tactics need to be studied and implemented by the businesses to maintain the ranking. How do you manage your ranking in the local search engine? Share your experience below giving your valuable comment.