As the science of SEO progresses, it’s becoming more and more complicated. Google and Bing updates can literally explode with new avenues for savvy Internet markets, even as they squash the hopes of millions of others. Sometimes, you get really good at a tactic, only to find that new rules means that it’s just not good enough any longer. That’s the case with local SEO techniques that target cities and states, while you remain unaware that future SEO will compete in super local levels from block-wide on-the-go searches to local neighborhood names (some that don’t even show up on maps).
What’s worse, is that you can’t just rely on mastering Google Maps, with Apple Maps and Bing Maps now showing up on smartphones as the default app. If you haven’t been paying attention to how local searching is now zooming in to super local searches, you might end up not even showing up in the SERPs when someone uses their iPhone to ask what local business can be serve their needs, even if they’re standing right in front of you.
More Specific Local Searches
Now, you have to be able to detail exactly where you are in copy, not just through the GPS on your smartphone. You also have to get into the head of the average consumer to figure out what they might ask for when they ask their smartphone, using voice features: “Where’s the nearest Chinese restaurant that serves Moo Goo Gai Pan?” Your online copy better have SEO keywords that can be quickly scanned to verify the answer, like your online menu. However, in the past, this type of query might have provided a listing of restaurants within the city or state that the person happened to be in. Now, GPS features allows searches to return neighborhoods or even block-wide searches. If you don’t have that information in your copy, you can also lose out the next time someone asks: “What’s the nearest restaurant in the Midtown neighborhood that serves Peking rolls?”
How Different Search Engines Might Impact SEO
Bing has become more of an essential part of any SEO plan due to Siri’s reliance on it as it’s primary search engine. As smartphones become more and more popular, and people search using voice capabilities, the default search engine used by such devices becomes more important. Also, most consumers will also need a map to get where they’re going after the search. What happens when Apple Maps does not allow you to add your own business to their search engine, and instead relies on third-party review sites like Yelp to get the scoop on your business? It means you must police third-party sites regularly and institute SEO strategies to place higher on other engines, besides just Google. This can lead to a big shift in the exposure your business gets through smartphones, but it also leads to a whole lot more complexity in SEO design.