Last week we looked at recession-proof local marketing strategies during a difficult economic period. This week we’ll examine the topic of voice search.

Voice Search Is as Important as Ever for Marketers and Agencies

We kicked off 2022 with a discussion of why voice search optimization is so important for the coming year. And now that half the year is already past, it’s a great time to revisit this topic.

Have you noticed that voice search isn’t the big talking point it once was? While it may not be a frequent trending topic among digital marketers, today it’s actually more significant than ever.

Data published by Marketing Charts from Comscore indicates that 48% of U.S. internet users own at least one smart speaker device. When you compare this number to the 37% ownership rate in August 2020 and the 28% in August 2019, its rapid growth is abundantly clear.

Of course, you probably don’t need any data to know that voice search is everywhere now. From voice assistants and navigation apps to smart TVs and streaming services, voice recognition and voice-activated products are ever-present fixtures in our homes.

Getting Found on Voice Search Platforms

While the technology may have caught on, many local businesses have been a bit slow in taking advantage of the growing opportunities. Here at Advice Local, we actually developed the first-of-its-kind Voice Search Readiness Test to help local marketers and agencies identify whether a brand is “ready” for voice assistants. The tool uses a unique algorithm to identify voice search presence on the directories and data sources that voice assistants trust.

The Comscore data also highlighted that smart speaker ownership reached 151.7 million in December 2021. Therefore, if a business cannot be found in a voice search on voice assistants, a lot of traffic will be finding its way to a competitor instead.

This is also worth noting – voice search readiness and “a voice app” are two distinct things. The voice search readiness tool determines if a listing can be found on the data sources that voice assistants (such as the Google Assistant) trust. A voice app is an application that’s created for a business and submitted to app stores.

It works like this – a consumer will ask a question through their preferred voice assistant (again, like the Google Assistant). The answer provided to the voice assistant may come from the voice app itself, or even from content taken from the business’ website.

The Advice Local Voice App lets local marketers and agencies create a voice experience by answering questions customers are asking. You can offer your local business clients sophisticated voice app content directly from your partner dashboard – with no coding necessary.

Voice Search Optimization Steps

So, what additional steps can you take to ensure a local business is the go-to listing for relevant search queries?

• Use natural, conversational language that replicates how real people speak.
• Identify common questions to target with a rich snippet.
• Build a list of voice search long-tail keywords and create content on the theme.
• Ensure mobile loading times are fast.
• Add schema markup to product, service, location and other pages.
• Create a comprehensive Google Business Profile listing.

With some minor adjustments to an existing website, you can access the untapped potential of voice search. And with voice assistants still growing in popularity, building a foundation now will almost certainly pay off in the future.

Why Every Local #Business Needs a #Voice Search Strategy by @BernieColeman #SEO
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Access the Advice Local Partner Dashboard

If you’re ready to take voice search to the next level, why not try the Advice Local partner dashboard? Business listing management, voice search readiness and voice app creation technology are just a few of the services we offer. Request a demo now by calling (214) 310-1356.

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Last week we discussed important research regarding “near me” search queries. Today we’ve got a Google update, along with some digital marketing insights you may have missed.

Google Maps Sees Justifications Rolled Out for Local Businesses

We’re starting with justifications this week. Over on Search Engine Roundtable, Barry Schwartz reported on the addition of justifications to the Google Maps mobile interface and app.

A quick reminder – justifications are snippets of text included within a business listing to justify why that business is showing for a particular keyword.

To make it easier for customers to find what they’re looking for, Google overlays review snippets, mentions, menu items and other elements onto the local pack listings. And now they’ve expanded the feature, as it seems many are seeing these overlays in Google Maps.

We did some testing ourselves and can validate that we’re seeing this in maps as well. While what was reported on Search Engine Roundtable was referred to as service justifications, we are seeing review justifications and “their website mentions” justifications also.

As you can see above, a search for “personal injury lawyer mckinney” returns a number of businesses with review snippets. Similarly, the term “probate litigation attorney mckinney” includes website mentions for related attorney services. Ultimately, the inclusion of these justifications creates a richer experience – one that can lead a searcher toward their preferred service.

If you’re not familiar with justifications or mentions, we’ve covered it before in several different posts:

• How Mentions Help Google Business Profile Listings Surface in the Map Pack and Finder
• Zero-Click Search & What It Has to Do With Google Business Profile
• Why Is Google Business Profile So Important?

Surfacing in the local pack or Google Maps for justifications comes down to providing comprehensive and accurate business data that satisfies Google – and the needs of searchers.

Optimizing both a Google Business Profile (GBP) and the business’ website is fundamental to the process. An optimized website and GBP work together to improve a business’ appearance in the local pack, Google Maps and organic search.

Are You Adding Images to Google Business Profiles?

Speaking of optimizing your clients’ GBPs, Claire Carlile shared some valuable tips on taking advantage of Google’s visual search push, including encouraging user-generated content (UGC).

You’ve probably noticed that we have been strong advocates of adding images to your clients’ Google Business Profiles for a while now.

Images are one type of user-generated content that can be extremely helpful in improving the visibility of a GBP.

Shown above are two examples of how adding photos on a GBP can bring a lot more views for your local business clients in comparison to other similar businesses.

It’s worth noting that both of these businesses are doctor’s offices. It can be difficult to locate quality images appropriate for a GBP for this type of business. But this Advice Local partner got creative about getting relevant images designed to add on the GBP – and it has been paying off with lots of views.

In fact, Google itself recommends adding photos to a GBP for better interaction with customers.

According to Google, businesses that add photos to a GBP get 42% more requests for directions on Google Maps, and 35% more clicks to a business’ website when compared to profiles without photos. Simply put, with Google continuously improving its visual analysis tools, including images is a smart move right now (and it will continue to be).

Justifications Are Appearing in #Google #Maps, Images & More by @BernieColeman via @Advice_Local #SEO
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Local Business Marketing Made Easy With Advice Local

Next time you need help with business listings management, Google Business Profile claiming or data aggregator submissions, look no further than Advice Local. Request a demo today to see why our agency and local marketing partners choose us by calling (214) 310-1356.

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Last week, we looked at the disastrous effects of a poorly optimized Google Business Profile. This week, we’re switching focus to the 2021 Local Search Ranking Factors report – an industry survey developed by David Mihm originally in 2008.

2021 Local Search Ranking Factors

If you’re unfamiliar with the Local Search Ranking Factors report, each year local search experts are surveyed for their thoughts on SEO rankings and conversions. We discussed the 2020 survey results on the Advice Local blog and now it’s time to see what, if anything, has changed.

And remember, results won’t always mirror your own findings – we certainly don’t agree with everything in this report – but they are a good gauge for what the industry is thinking and the local marketing strategies that are working for others. Apply these findings to the businesses you represent in 2022 and you can expect to see improvements to local marketing results.

What Local Ranking Factors Will Be Important in 2022?

The report starts by looking at the important ranking factors for the local pack/finder results. Participants were asked how much weight Google placed on each factor. The results were as follows:

• Google Business Profile Signals 36%
• Reviews 17%
• On-Page 16%
• Links 13%
• Behavioral 7%
• Citations 7%
• Personalization 4%

Google Business Profile (GBP) signals have been on an upward trajectory as Google continues to update the platform. By a significant margin, an optimized GBP is considered the most important factor for gaining visibility in local search.

In particular, the signals that stood out to the contributors were the primary GBP category, keywords in the GBP business name, proximity of the address to the searcher, and additional categories on the listing.

It’s important that we clarify that this doesn’t mean we recommend putting keywords within the business’ name that are not part of the actual name. However, if you were to do this, this could cause the listing to get suspended at worst. The lightest penalty would be Google automatically renaming the business name to what they believe it to be.

Businesses often have added keywords within their business’ name on a Google Business Profile.  And in some instances, have actually renamed their businesses, filing a new DBA, etc.

As a reminder, Google My Business recently rebranded to Google Business Profile. References to GMB throughout the ranking factors report are in fact referencing GBP. This survey was completed prior to the renaming.

1. Google Business Profile Ranks No. 1

Results indicate that much of the focus for 2022 should be the development of the business’ Google Business Profile. This includes categories, titles, reviews and photos. If your local marketing strategy for business clients has been marginalizing Google listings, now might be the time for a different approach.

As we have discussed before and in our free Google Business Profile guide, there are many other GBP factors to consider like E-A-T (expertise, authority and trustworthiness).

Here are the top 20 local pack/local finder factors you’ll want to use when evaluating your local business clients’ Google Business Profiles.

2. Google Business Profile Reviews Are Next

The local experts were asked to give their top GBP conversion factors and four of the top five results highlighted the importance of reviews. A high numerical Google rating and positive sentiment in review text led the list, with quantity and recency of reviews at four and five respectively. The third position – completeness of the Google Business Profile – is another factor we frequently recommend.

At Advice Local, we have long been recommending making reviews a key strategy for clients. The addition of positive, recent and keyword-driven reviews provides clear benefits for local search visibility and conversions, with the survey backing this up. It is important to note that keywords should originate from the reviewer, not the business owner.

Did you know that our Enhanced Google Business Profile Tool offers a review-management component that makes it easier for agencies to respond to reviews. While responding to reviews is not one of the top factors according to this study, it is extremely important, which is why we included this as part of the Google Authority Score we created.

Image Credit: Whitespark

3. The Business’ Website On-Page SEO Comes in Third

It’s worth noting that the business’ website optimization, specifically on-page SEO went up significantly in importance in the 2021 Local Ranking Factors’ analysis. For those who are in the website SEO game, they know how important this is, but for those offering other local marketing services (not specifically website SEO),  they do not always prioritize it.

In fact, one of our Advice Local agency partners has clearly demonstrated how optimizing a business’ website content, along with the Google Business Profile, has greatly improved the appearances in the local pack and maps.

Where Does Citation Building – Listing Management Fall?

There are many other signals in between building citations within this survey, but we are going straight to it. While citations are not as important as they were in the past, listing management is a very important key factor in a comprehensive local marketing strategy. And we are not the only ones who feel this way. Whitespark has addressed this topic in the past and Moz recently did with its survey of more than 6,000 enterprises.

Results revealed significant increases in local pack visibility when these businesses had their data pushed to more than 10 directories, compared to only the big four platforms. We discuss this further in our Advice Local blog.

So now we ask, have you tried our listing management solution yet?

2021 Local Search Ranking Factors – Applying Them in 2022 by @BernieColeman #SEO
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It’s Time to Help Your Clients Take Control of Their Citations

A consistent business name, address and phone number (NAP) data is important. Not only does this impact the business’ visibility in the local pack, but also elsewhere on the web including mapping apps.

Customers do not like getting lost en route to a business and this means making sure your local business clients are easily found in mapping apps. And when the business is found online or in an app, make sure it is the correct information about the business.

Our listing management solution enables you to quickly distribute a local business’ data in real time and real fast, to the top directories, data aggregators and mapping apps. Request a demo today. Call (214) 310-1356 to get started.

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Today we wanted to tackle Apple Maps and the changes they’ve been making, specifically in relation to ratings. But first, a recap….

Apple Maps Added Ratings in iOS14

As reported by 9to5Mac in August of 2020, iOS14 beta 6 included a new UI that let users recommend a place. Mike Blumenthal actually wrote about it then, sharing some insights and speculation on the value of this move, such as will review spam be an issue, could this mean a bigger decline for Yelp business users, etc.

Back then we had this to say – “If they roll this out to all businesses it could be a game-changer for local search. At this point businesses don’t have a way to respond to consumers that give their business a ‘thumbs up’ or ‘thumbs down’ on Apple Maps.” Today this is still the case.

Apple Maps Prioritizes the User Experience

In November of 2020, Apple sent out emails to users stating “now there’s more to Maps than just maps,” and directed us to an announcement about the changes they’re making to Apple Maps.

While Apple didn’t actually use the words user experience, from the changes made you can determine that they are focused on improving the user experience. Changes included more detailed mapping in malls and turn-by-turn spoken directions whether walking, driving or cycling. We actually covered these Apple Maps changes here, along with a few more.

Apple Maps Ratings Are Now Hitting the Mainstream

Fast forward to the present day… it seems Apple Maps has now released the ability for most businesses to get reviews on their mapping platform to the US. And once again, Mike covered the topic in great detail.

As Mike pointed out in his article, “Apple has made leaving feedback on a business very simple with a Netflix-style thumbs up or down for many business categories. The rating feature does not include any written review, but for many categories Apple also allows for an additional thumbs up and thumbs down rating of attributes.”

At Advice Local, we dug into this a bit more. For many categories it allows for additional attributes, and naturally we wanted to see those categories for ourselves.

What Categories Have the Additional Apple Maps Rating Attributes?

We got the same results as Mike for doctor listings in Apple Maps. We checked an eye doctor, a dentist and an allergist – all of them only have the single thumbs up or thumbs down. We also checked his other examples – restaurants, jewelry stores, tire stores and hardware stores – and confirmed they have the additional attributes.

What Business Categories Do Not Have the Apple Maps Rating at All?

According to Mike, “lawyers, professional services, government and academic institutions do not allow ratings,” so we wanted to identify specific categories that didn’t allow for ratings.

At first, we thought perhaps it was only home services businesses that didn’t have ratings, since we checked a plumber, electrician and air conditioning repair company. Then we checked a flooring store in Dallas – nope, no ratings available for them either. Interestingly, a paint store does have the ratings feature. Their category was set as paint store vs. the flooring store, which has their category as flooring. Seems store may be one of the differentiators.

We are sure there are more categories that do and do not have Apple Maps ratings at this point. We can confirm that if you want your local business clients to be able to receive ratings on Apple Maps right now, the category for their listing will be extremely important. And you’ll have to do some research before you determine what that best category is.

Local marketing and agency partners, we checked for you too. Seems those in the marketing category don’t have ratings either, which was expected since this falls under professional services.

How Can Apple Maps Ratings Impact Your Local Business Clients?

Since the user has to be logged into their Apple account on their iPhone to leave a rating it will be harder to spam the system, which is good. However, since it’s so easy to click to give a thumbs down, with no ability for the business to reply, it’s also not good.

At this point, in the US the rating is only visible to the person giving the rating. You can expect these ratings will be visible in the US soon. Apple reviews have already replaced Yelp reviews in some countries. You can expect it will happen here soon as well.

We can only assume that once Apple ratings rolls out to the US, the more thumbs down a business receives will mean that the less Apple Maps will surface that business as a recommendation in typed and voice searches. Just like negative reviews impact a Google My Business listing in maps, you can expect the same with Apple Maps.

Apple Maps Users Are Encouraged to Upload Photos, Too

Perhaps you noticed above the upload photo option when a user is adding a rating. Apple has provided ratings and photo terms that include details on the types of photos that are not acceptable. They also clearly say that “Apple may, in its discretion, suspend and/or terminate the accounts of users who violate these Terms (including users suspected of engaging in illegal activity) through their use of this Feature.”

In the US, currently the photos and reviews are pulling from Yelp for Apple Maps. When the ratings change on Apple Maps the photos certainly may too. It is changed for the Apple Ginza listing, if you want to search that on Apple Maps and give it a look for yourself.

#Apple #Maps Ratings – And Its Impact on Local Businesses by @BernieColeman #SEO #Reviews
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What’s Important to Know About Apple Maps for You?

We’ve covered this before, but we’ll say it again – every local business with a brick-and-mortar location needs an Apple Maps listing. If you are an Advice Local partner, we take care of creating Apple Maps listings for you. If not, we share details on how to create and optimize an Apple Maps listing here.

Request a demo of our solution, and our team can walk you through all the business listings we create for local businesses, including Apple Maps, Waze and much more. Call us at (214) 310-1356 to learn more today.

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With COVID-19 numbers on the rise due to the Delta variant, it may be a good time to make sure the safety precautions your local business customers are taking are updated on their local profiles.

Update These Local Profiles to Include COVID-19 Safety Precautions

We actually talked with you last week about optimizing local profiles on Yelp, Bing & Google My Business. This week we are covering the added features available that they can update to share about their COVID-19 protocols.

Add Yelp Attributes to the Listing

Just last week Yelp announced the addition of Proof of Vaccination Required and All Staff Fully Vaccinated attributes. They already had Masks Required and Staff Wears Masks attributes.

Within this same section of the Yelp profile, businesses can add a banner message for the top of their Yelp page. While businesses can’t publish regular posts on Yelp, this banner message is a great way to communicate important notices to the public.

Add a COVID-19 Announcement on Bing

Yelp isn’t the only one that has a banner message option. When a business logs into their Bing Places listing they immediately see COVID-19 Related Announcement front and center.

Along with the announcement, the business can specify a timeframe during which the announcement is valid – and include a link to the business’ website that relates to the announcement. Adding announcements such as these will help to communicate how they are protecting their customers and their team.

Google My Business Has COVID-19 Communication Options, Too

Google My Business (GMB) allows the business to add a COVID-19 Update. Just head over to posts and make sure COVID-19 Update is selected to add one.

Even before Google added the COVID-19 Update option, businesses could utilize the post feature to put up their message. We recommend that the message is added under COVID-19 Update, because Google calls it out differently in search. We’ve talked with you before about COVID-19 actions to take on your client’s listings.

You should also make sure all the GMB Health & Safety attributes are added for the business. Adding attributes to a GMB listing can really help the business listing to stand out in desktop and mobile searches. Adding Service attributes will help with this too.

Local Profiles Need Updating to Include COVID Delta Variant Precautions by @BernieColeman #GMB #Yelp #Bing #SEO
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We Help You Better Prepare Your Businesses for Success

At Advice Local, we’re all about helping our local marketing and agency partners to better help their local business clients. We can help with all your listing management needs. Google My Business, Bing & Yelp is just one area of our expertise. Request a demo today to learn more.

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