Modern SEO: Think Local, Think Social

As Google strides towards total online ubiquity, today's Google Search Engine Results page (SERP) is so much more than just a list of names and numbers. Recent new developments include expansion into the world of video, images, location-based services, social media, translations and even some real surprises (see: barrel roll).

The latest changes to SERPs focus heavily on local results. Search Google for a local bar or restaurant and you’ll be presented a wealth of information, including maps, reviews, opening hours, street view images and city guides. All the information you could possibly need in one place. One-click satisfaction.

As well as taking a keen interest in your local activities, Google are now also keeping a close eye on your social media activity. Your social media profiles now feature in search results, giving clients, potential customers, or in-laws instant access to your most recent online musings.

This obviously has implications for SEO, as social signals are now having a huge impact on search results.

We've compiled a few tips on how you can improve your appearance on Google search results by thinking local and social.

Local Search

These new developments in Google's local search results are going to be relevant to your business. When a customer searches for a product or service the results they see will depend on the area they're searching from.

For example; a Google search for ‘Beer’ when in Brighton will result in a list of 'Places for Beer near Brighton’, i.e. Brighton pubs and bars. Clicking onto any of these ‘Places’ results will provide specific venue information to customers including full contact details and directions, photos and reviews.

Recent research on local pizza listings from SEOmoz showed that web users will gravitate toward the Places listings regardless of their position on the page, especially if the listing has an image or video. Keeping the content that you submit for your Google Place listing, (like your opening hours and images), up to date and encouraging people to post positive reviews will help to ensure that your search results stand out from the crowd.

What can you do?

Make sure that your customers can see a full listing for your business on Google Places, with the endorsement of positive reviews and professional looking images and video, you'll have a much better chance of persuading them to choose your business over another.

• Collect content. Uploading relevant, professional photos and videos will make it much easier for potential customers to see what it is that you do. And then decide that they’d like to try it.
• Get reviewed. Try and give customers an incentive to review your goods or services. Positive reviews encourage new customers. Studies we’ve seen show that over 60% of online consumers make buying decisions based on reviews.
• Optimise your Google Places page. Use categories that will point users back to a city-specific landing page where possible.
  

Social

Google has already started to incorporate your social engagement levels into its search rankings, even indexing Facebook comments. The implications of social media being tracked by Google might seem minimal at first but in terms of content, it's revolutionary. Your 'Likes', 'Retweets' and 'Shares' can all now have a positive effect on your search rankings. Now users can even Google +1 your brand, giving Google even more information about your social profile which can be viewed in search results.

Make sure your online presence is as active and engaging for your fans or followers as possible and encourage social sharing to increase your visibility.

Don’t forget that just as a positive review can increase your chances of winning a new customer, a negative review can put them off. Keep a close eye on all customer feedbackn and online mentions via services such as Google Alerts, so that you can respond to any issues and manage your reputation effectively.

Always tweet and share content responsibly, and realise that, as a business, online accountability extends from the boardroom to the blogosphere. The delete button shouldn’t be used as a way out of trouble – in a world of instantaneous communication the ‘Print Screen’ button remains the ultimate nemesis of businesses who fail to monitor what their employees and customers are saying about each other.

Creating an engaging brand experience on your Google+ Page will help improve your search rankings as well as your paid Google ad performance.

What can you do?

• Collect content. Dead space on your pages will not attract fans and followers. Fill your social networking profiles with competitions, photos, videos, tags, articles, blog posts and so on. Be creative and target your content at your audience.
• Get your content shared and publicised. Competitions are a great way to engage the crowd. Give people an incentive to Like, Retweet, Tag or Comment.
• Engage. Start conversations. Ask questions and give answers.
• Tag. Having your post featured on other relevant profiles will increase your visibility.

Social media has already changed the way we interact online and it will remain a huge part of our digital presence for the foreseeable future.

Get social and start the conversation today. You'll be surprised by the results.

If you want to find out more about optimising your business presence online, we have the tools and expertise to help you get started. Emall us at socialmedia@bozboz.co.uk for more details.