It's February, and we've all dipped our toes into the shallow end of the 2018 pool. Today, let's dive into the deeper waters of the year ahead, with local search marketing predictions from Moz's Local SEO Subject Matter Expert, our Marketing Scientist, and our SEO & Content Architect. Miriam Ellis, Dr. Peter J. Myers, and Britney Muller weigh in on what your brand should prepare for in the coming months in local.
WOMM, core SEO knowledge, and advice for brands both large and small
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Miriam Ellis, Moz Associate & Local SEO SME |
LSAs will highlight the value of Google-independence
Word-of-mouth marketing (WOMM) and loyalty initiatives will become increasingly critical to service area business whose results are disrupted by Google’s Local Service Ads. SABs aren’t going to love having to “rent back” their customers from Google, so Google-independent lead channels will have enhanced value. That being said, the first small case study I’ve seen indicates that LSAs may be a winner over traditional Adwords in terms of cost and conversions.
Content will be the omni-channel answer
Content will grow in value, as it is the answer to everything coming our way: voice search, Google Posts, Google Questions & Answers, owner responses, and every stage of the sales funnel. Because of this, agencies which have formerly thought of themselves as strictly local SEO consultants will need to master the fundamentals of organic keyword research and link building, as well as structured data, to offer expert-level advice in the omni-channel environment. Increasingly, clients will need to become “the answer” to queries… and that answer will predominantly reside in content dev.
Retail may downsize but must remain physical
Retail is being turned on its head, with Amazon becoming the “everything store” and the triumphant return of old-school home delivery. Large brands failing to see profits in this new environment will increasingly downsize to the showroom scenario, significantly cutting costs, while also possibly growing sales as personally assisted consumers are dissuaded from store-and-cart abandonment, and upsold on tie-ins. Whether this will be an ultimate solution for shaky brands, I can’t say, but it matters to the local SEO industry because showrooms are, at least, physical locations and therefore eligible for all of the goodies of our traditional campaigns.
SMBs will hold the quality high card
For smaller local brands, emphasis on quality will be the most critical factor. Go for the customers who care about specific attributes (e.g. being truly local, made in the USA, handcrafted, luxury, green, superior value, etc.). Evaluating and perfecting every point of contact with the customer (from how phone calls are assisted, to how online local business data is managed, to who asks for and responds to reviews) matters tremendously. This past year, I’ve watched a taxi driver launch a delivery business on the side, grow to the point where he quit driving a cab, hire additional drivers, and rack up a profusion of 5-star, unbelievably positive reviews, all because his style of customer service is memorably awesome. Small local brands will have the nimbleness and hometown know-how to succeed when quality is what is being sold.
In-pack ads, in-SERP features, and direct-to-website traffic
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Dr. Peter J. Meyers, Marketing Scientist at Moz |
In-pack ads to increase
Google will get more aggressive about direct local advertising, and in-pack ads will expand. In 2018, I expect local pack ads will not only appear on more queries but will make the leap to desktop SERPs and possibly Google Home.
In-SERP features to grow
Targeted, local SERP features will also expand. Local Service Ads rolled out to more services and cities in 2017, and Google isn’t going to stop there. They’ve shown a clear willingness to create specialized content for both organic and local. For example, 2017 saw Google launch a custom travel portal and jobs portal on the “organic” side, and this trend is accelerating.
Direct-to-website traffic to decline
The push to keep local search traffic in Google properties (i.e. Maps) will continue. Over the past couple of years, we’ve seen local packs go from results that link directly to websites, to having a separate “Website” link to local sites being buried 1–2 layers deep. In some cases, local sites are being almost completely supplanted by local Knowledge Panels, some of which (hotels being a good example) have incredibly rich feature sets. Google wants to deliver local data directly on Google, and direct traffic to local sites from search will continue to decline.
Real-world data and the importance of Google
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Britney Muller, SEO & Content Architect at Moz |
Relevance drawn from the real world
Real-world data! Google will leverage device and credit card data to get more accurate information on things like foot traffic, current gas prices, repeat customers, length of visits, gender-neutral bathrooms, type of customers, etc. As the most accurate source of business information to date, why wouldn’t they?
Google as one-stop shop
SERPs and Maps (assisted by local business listings) will continue to grow as a one-stop-shop for local business information. Small business websites will still be important, but are more likely to serve as a data source as opposed to the only place to get their business information, in addition to more in-depth data like the above.
Google as friend or foe? Looking at these expert predictions, that's a question local businesses of all sizes will need to continue to ask in 2018. Perhaps the best answer is "neither." Google represents opportunity for brands that know how to play the game well. Companies that put the consumer first are likely to stand strong, no matter how the nuances of digital marketing shift, and education will remain the key to mastery in the year ahead.
What do you think? Any hunches about the year ahead? Let us know in the comments.
Great thoughts guys, thanks for the insight.
As Miriam mentioned, I think the emphasis on quality and customer service is as valuable as ever. It feels like anything a company does – good or bad – will be amplified on the web, whether through reviews or a viral video of poor customer service, and SMB's are not exempt. I often find myself telling clients who are interested in gaining a better online reputation that they need to start by looking at their culture, customer service, and processes – because no amount of correct listings or positive reviews will fix a terrible customer experience.
Thanks again!
Excellently put, Brooks! Yes, we've crossed a line in Local. Local SEOs will increasingly find themselves doing what you are doing: asking clients what is going on in-store that is leading to X reputation. Over the past few years, I see so many of us wading into these newer waters, and it's exciting. What a great comment. So observant!
Great feedback guys, I appreciate all of your comments. Here in Australia I'm finding things are moving a bit slower than they are in the United States. In our market I'm finding less local pack ads, however I believe that during 2018 these will rapidly expand to being on over 50% of all listings.
Currently we also don't have an equivalent of 'Ripoff Report' or such open review sites, however there are a few who are unique to the Australian market, so I'd predict that total 'online reputation' will become more important in our market as the year goes on.
Hey JHouse,
I always really appreciate it when readers like you share their take on how things are going in their own countries - it's totally true that Google releases things at different rates in different lands. Thank you for taking the time to add your predictions!
Thanks Miriam once again for the great article - I look forward to the next one!
Interesting predictions for the 2018 Local SEO forecast, I am very interested to see how and where Google LSAs expand to (currently being in a city where they have not been rolled out yet). I definitely expect in-pack ads to increase as Dr. Pete predicted as well. Thanks for sharing these Miriam!
Solid Local SEO predictions here for the remainder of 2018. I absolutely agree that Quality-focus will continue to be a major factor for SMBs and as Britney is forecasting, Google will continue to make moves to establish itself as a "One-Stop Shop". Excited to see what happens and thanks for rounding up these 2018 forecasts!
Muy buen artículo !!
Creo que los próximos años serán decepcionantes para las empresas. Las empresas que no estarán en el mundo en línea estarán en peligro, ya que no tendrán acceso a las economías de escala.
I think the solution for Small and Medium Enterprises is in differentiation
Gracias, Antonio! Es verdad que las empresas pequenas tienen oportunidades muy especiales. Las empresas mas grandes, generalmente, tienen mas obstaculos de hacerse verdaderamente "local" en sus comunidades. Pero por las pequenas ... es mas facil!
Hi Miriam, Peter and Britney, great outlook on how things might change! Would not be surprised at all if, as Miriam said, LSAs would be a winner over traditional Adwords. We have already seen that Google sometimes/most of the time ranks sites for keywords who do not even appear in the article or website but are close in meaning.
Hey Abel!
I was really happy that Digital Triggers did that first small case study of LSA vs. Adwords - so revealing! I truly hope it will be a jumping-off point for other agencies to publish further studies in additional markets. So far, LSA is looking pretty good in this respect. Thanks for stopping by!
Put up bookings on Google My Business!
We put up bookings on Google My Business listing and in 2 days the listing moved from #13 position to #2 position for a very competitive healthcare-related keyword. So yes, Google will try to keep as much business on Google as it can.
O-ho! That's quite interesting, Simon. We're seeing possible ranking effects reported from interacting with the various new Google features (Google Posts, G Q&A). Yours is the first I've seen theorizing an effect from bookings. Thanks for documenting what you're seeing.
Although I instinctively don't like when a company tries to keep me in their own ecosystem, it's hard to deny the advantage that LSAs will give once they open up to more cities and get some traction.
The good thing is, you can be sure that they will offer better cost per lead than AdWords for a year or two...at least until they reach significant adoption, then the prices go back up to normal.
Yeah, Gil, I know what you mean about not being totally comfortable with Google keeping us all within their own system. I share those feelings.
i heard " In-pack ads" for the first time. it will be great if you explain it.
Thanks Miriam Ellis in advance because i know you reply to all the comments.
Intuition Softech -mobile app development company
Hey There!
Thank you so much for letting me know that the term "in-pack ads" was a new one for you. So, basically, when you do a local search (like "Tex-Mex Restaurant Dallas") on your desktop or mobile device, you'll get a "local pack" of results and can also get the "local finder" view attached to maps. Traditionally, these packs of results have been made up chiefly of free Google My Business listings. But, in more recent times, Google has begun including paid ads within the pack and finder view. They are more prevalent on mobile right now, but they do exist on desktop as well.
I recommend that you take a gander at Dr. Pete's recent blog post in which he discovered that 35% of local keywords are now triggering these in-pack ads: https://moz.com/blog/35-percent-of-local-keywords-...
The incursion of paid ads into formerly all-free packs is a bit of game changer in Local SEO. Definitely a good thing to be studying up on right now. Hope this definition helps!
Very interesting. I didn't know nothing about in-pack ads and will take a loot at Dr. Pete's blog.
Hi Miriam,
Great work, You summarized the predictions very well.
It was nice and easy to read the brief of updates and predictions in the last few months on a single page. Of-course the updates in the google algorithms for Local SEO will bring lots of ups and downs in the industry. Keep up the good work...
Thanks for the encouragement, Akash. Extremely nice to receive!
Again with some great insights and predictions! Honestly speaking I think majority of the digital marketing gurus will have to change their ways soon. I keep telling my team, stop doing anything that you think any guy from google would look at manually and consider it a violation because sooner or later they will automate that process as well.
Work the way Google wants to and prefer quality over anything else and you'll be good to go in the coming years!
That's good advice, Hammad. Hope your team is listening. Thanks for reading!
Little optimistic ;-)
Is the markets moving towards the predictions already?
Really it is a good point that Local SEO is taking vital position in Google SERP. Not only that most of the visitors have a faith on Local business & the quality of their products/services. They can contact them easily with their suggestions also. So it is a great post related to Local SEO & it near future.
Regards!
Excellent article, with the passage of the days we will see the predictions fulfilled almost always right :)
Thank you very much for your contributions
Interesting notion that they are going to be keeping you more within the Google experience and less external push towards business sites. With the possible Net Neutrality effects still not really being felt yet it seems like fragmentation is very much in the future. A few popular writers that I follow are basically abandoning their dwellings in the mainstream net and are off into the wilderness of Newsletters, and stopped fighting the signal to noise ratio. Not so easy for an SEO though. I like the idea that content will become increasingly important, as this is what my company really sells in terms of the services i can offer them as a writer. I also really like the customer service prediction, because we have really put relationship building front and center.
Thoughtful musings here, Buzzazz. Despite all I've learned about Net Neutrality, it's like some part of me is still just in disbelief about the whole thing and how it will impact, particularly, the small, local businesses of which I'm the biggest supporter. I can see exactly why folks would be heading in new directions as a form of survival, and that sounds good to me that your company is focusing effort on content and customer service. Thanks for taking the time to share your thoughts.
guys can you tell me about omni channel? actually I don't know much about it. But overall article I read it and I found that we should apply it on our SEO methods but not completely. Because Google can be changed their rules any time. Thanks for sharing this information.
Hi Deepak,
Good question. In a Local SEO context, the term "omni-channel" is generally used to refer to the new set of options via which users are now interacting with the Internet and Search. So, this would include all the different hardware, like computers, tablets, mobile, phones + things like typing, tapping, voice search at home, in cars, etc. It basically means that there are now so many ways in which users connect with providers, creating a new, challenging environment in which businesses are striving to be the answers users encounter. Hope that helps!
... Now let's wait :-)
Good post, it is very interesting to know the opinions of several Moz experts. Thanks for the article and for sharing your opniones.
Best regards!!!
Google will try to keep as much business on Google as it can.
SEO is going to change with time, that is a sure thing. New and different ways are being founded to do seo for businesses.
Interesting predictions!! In the next months we will see how acurated they are, but I guess you will be right as usual; -)
Haha, Toni! We'll see :)