Maps and local search

The space for map listings and local search is limited and at a premium right now. Google is showing fewer map listings in the top spot than ever before. Currently, you will find three listings displayed on page one; you can access other maps by clicking on “More Places,” but the top slots are reserved for just three businesses.

To help you secure one of those spaces, you must first claim and verify your.

You also need to understand that a business with an actual, physical location will be given preference. This is a challenge for many service-based businesses covering a geographical area beyond their physical locations. But, this is a benefit to businesses with brick and mortar locations.

To give yourself an edge, focus some time and effort on getting positive Google reviews.

Paid advertising: PPC

Until recently, you could find three paid ad spots at the top of Google search; and then you would see a right column with ads, and even more ads at the bottom of the page. However, in February, the right-hand column of ads disappeared, and now four ad spots appear on top.

It’s no secret the top spots are the highest performing, but why remove all the ads on the right? As Google continues to move toward making everything more mobile friendly, it makes sense anything not optimized for mobile use will be antiquated.

Organic search: SEO

A core algorithm update does not really change anything; it just takes what has been tested, and what we have essentially been told by Google is important, and makes it deeply rooted in the algorithm.

Translated in layman’s terms: When Google started saying it was important to have current and relevant content on your website, Google meant it. It is now “core” to the search engine’s algorithm, and not just a passing fad.

Social media

Where are your customers hanging out on social media? Whether they are on Facebook, Twitter or Instagram, you need to be there, too. This is where you are going to develop relationships with your customers. They are going to get to know, like and trust you through your interactions.

One of the most important factors of social media to remember is: Be social. Do not be too salesy on social media; you can sell other places — like your website.

Social media is about connecting. Be fun, be authentic, be helpful, be the expert but, mostly, be interesting and likeable. Customers will reward you.

Another big component of the digital world in 2017 is that video is flourishing. You can upload a video directly to Facebook, or you put it on YouTube and share it from there. There are advantages to both, but video is an absolute must this year.

Content is king

Have you ever heard, “Content is king”? Well, it’s kind of true. In actuality, good and consistent content is king. Content encompasses a lot of things. It includes copy on your website, your blog articles and also your social media posts. Every post, tweet, image, infographic, e-book and video you put out make up your content.

More than anything, your content needs to be authentic. Find a way to use your content in so it resonates with your audience. Give them what they are looking for, and be mindful that what they are interested in may be different than what you want to sell them, which is perfectly fine.

Growth in mobile

The number of people searching online via a mobile device continues to increase, and Google knows this. The search engine wants its users to have a good experience when they search from their phones.

If your website is still not mobile friendly, the time is now. Maybe even more important than improved rankings, are the opportunities to improve your customers’ experiences when they go to your website. After all, if Google thinks user (customer) experience is that important, maybe you should, too.

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