The 2018 Local SEO Forecast: 9 Predictions According to Mozzers

Posted by MiriamEllis

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

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

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

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.

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Reblogged 10 months ago from tracking.feedpress.it

The 2017 Local SEO Forecast: 10 Predictions According to Mozzers

Posted by MiriamEllis

Maybe it takes a bit of daring to forecast local search developments in quarters 2, 3, and 4 from the fresh heights of Q1, but the Moz team thrives on challenges. In this post, Rand Fishkin, Dr. Pete Meyers, George Freitag, Britney Muller, and I peer into the future in hopes of helping your local business or local search marketing agency be mentally and tactically prepared for an exciting ride in the year ahead.


1. There will be a major shakeup in local SEO ranking factors.

Rand Fishkin, Founder & Wizard of Moz

My prediction is that the local SEO ranking factors will have a major shakeup, possibly devaluing some of the long-held elements around listing consistency from hard-to-control third parties. I think Google might make this move because, while they perceive the quality and trustworthiness of those third-party local data aggregators to be decent, they don’t want to force small business owners into maintaining contentious relationships or requiring them to learn about these services that control so much of their ranking fate. I’ll be the first to say this is a bold prediction, and I don’t give it super-high odds, but I think even if it doesn’t happen in 2017, it’s likely in the next few years.


2. Feature diversification will continue to mature.

Dr. Peter J. Myers, Marketing Scientist at Moz

I predict that local SEO will finally see the kind of full-on feature diversification (organic and paid) that has been going on with organic for a few years now. We’ve already seen many changes to local packs and the introduction of local knowledge panels, including sponsored hotel panels. Now Google is testing paid home services, ads in local packs, destination carousels, trip planning guides and, most recently, “Discover More Places” map results. By the end of 2017, “local SEO” will represent a wide variety of organic and paid opportunities, each with their own unique costs and benefits. This will present both new opportunities and new complications.


3. Voice search will influence features in Google and Amazon results.

George Freitag, Local Search Evangelist at Moz

I also think we’ll see a new wave of features appear in the local pack over the next year. I believe that voice search will play a large part in this as it will determine the most important features that Google (and Amazon) will incorporate into their results. As both companies start to gather more and more data about the types of complex searches — like “How long will it take me to get there?” or something more ambitious like “Do they have any more of those in my size” — Google and Amazon will start to facilitate businesses in answering those questions by allowing more opportunities to directly submit information. This satisfies both Google’s desire to have even more data submitted directly to them and the searcher’s desire to have access to more information about the businesses, which means it’s something that is definitely worth their time.


4. Google will begin to provide incredibly specific details about local businesses.

Britney Muller, SEO & Content Architect at Moz

I predict that we will see Google acquiring more intimate details about local businesses. They will obtain details from your customers (via different incentives) for unbiased feedback about your business. This will help Google provide searchers with a better user experience. We’ve already started seeing this with “Popular Times” and the “Live” features, showing you if current traffic is under or over the typical amount for the specific location. Your location’s level of noise, coziness, bedside manner (for doctors and clinics), and even how clean the bathroom is will all become accessible to searchers in the near future.


5–10. Six predictions for the price of one!

Miriam Ellis, Moz Associate & Local SEO

I have a half-dozen predictions for the coming year:

Diminishing free packs

Google paid packs will have replaced many free packs by 2017’s end, prompting local business owners to pay to play, particularly in the service industries that will find themselves having to give Google a piece of the pie in exchange for leads.

Voice search will rise

Local marketers will need to stress voice search optimization to business owners. Basically, much of this will boil down to including more natural language in the site’s contents and tags. This is a positive, in that our industry has stressed natural language over robotic-sounding over-optimization for many years. Voice search is the latest incentive to really perfect the voice of your content so that it matches the voice your customers are using when they search. Near-me searches and micro-moment events tie in nicely to the rise of voice search.

Expansion of attributes

Expect much discussion of attributes this year as Google rolls out further attribute refinements in the Google My Business dashboard, and as more Google-based reviewers find themselves prompted to assign attributes to their sentiments about local businesses.

Ethical businesses will thrive

Ongoing study of the millennial market will cement the understanding that serving this consumer base means devoting resources to aspirational and ethical business practices. The Internet has created a segment of the population that can see the good and bad of brands at the click of a link, and who base purchasing decisions on that data. Smart brands will implement sustainable practices that guard the environment and the well-being of workers if they want millennial market share.

Google will remain dominant

What won’t happen this year is a major transfer of power from the current structure. Google will remain dominant, but Facebook will continue to give them the best run for their money. Apple Maps will become more familiar to the industry. Yelp will keep building beyond the 115 million reviews they’ve achieved and more retail business owners will realize Yelp is even bigger for their model than it is for restaurants. You’ve pretty much got to be on Yelp in 2017 if you are in the retail, restaurant, or home service industries.

Amazon’s local impact will increase

Amazon’s ingress into local commerce will almost certainly result in many local business models becoming aware of the giant coming to town, especially in metropolitan communities. I’m withholding judgement on how successful some of their programs (like Amazon Go) will be, but local business owners need to familiarize themselves with these developments and see what’s applicable to them. David Mihm recently mentioned that he wouldn’t be surprised to see Amazon buying a few bankrupt malls this year — that wouldn’t surprise me, either.


Taken in sum, it’s a safe bet that local SEO is going to continue to be a significant force in the world of search in the coming year. Local business owners and the agencies which serve them will be wise to stay apprised of developments, diversifying tactics as need arises.

Now it’s your turn! Do you agree/disagree with our predictions? And how about your forecast? When you look to the future in local, what do you foresee? Please help us round out this post with predictions from our incredibly smart community.

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Reblogged 1 year ago from tracking.feedpress.it