Surviving the Google Search Updates with Local Search Marketing

Google Penguin and Panda have taken the lead as the most influential algorithm changes to hit the Google search engine. As a result, Google no longer behaves quite the way it used to pre-Penguin or pre-Panda. Strategies that were previously popular are no longer effective, including all so-called “black hat” approaches, such as keyword stuffing and other practices that focus on quantity over quality.

Instead, it makes sense to use local search marketing to focus on aspects of your web presence that engage readers and lead to better conversion rates. It’s always best to target the web users who are most likely to visit your business and patronize your services, especially in light of these changes.

Here’s what you can do to protect yourself from the Google search updates using local search marketing. With some care, you won’t see your search engine presence fall; and you may even find yourself in a better position than before the updates.

  1. 1.     Pay Attention to the Bounce RateGoogle pays attention to your bounce rate, which refers to whether your users pop online for five seconds, or stay for minutes or hours. The higher your bounce rate, the fewer meaningful website visits you have. This hurts your search placement significantly, so you need to avoid a high bounce rate by ensuring that your website is full of insightful, useful content that your users want to see.

    Here’s where local search marketing comes in—target your local clientele specifically and they will be less likely to bounce. Use mobile marketing methods such as push notifications or ad placement to target customers who are in close physical proximity. Visitors will stay on your page longer, and your search placements will benefit.

  2. Use Valid Linking to Assist Online Lead GenerationPay attention to the quality and layout of the links in your website, as this holds significant weight in search rankings after Penguin and Panda. Your website should have valid links within its pages, including a navigation bar so that visitors can easily find “About Us,” “Contact Us,” “Frequently Asked Questions” and any other pages that are relevant to their visit. If you have a blog or post articles, make sure that there are links to similar articles at the end of each post. Your goal is to keep your visitors reading, which is a significant benefit to your online lead generation—which means you’ll keep placing higher in the search results and new visitors will keep finding you.
  3. Enhance Your Customer Engagement Via the Website

    Make sure that your visitors and potential customers feel completely engaged every time they visit your brand on the web. Your website is all about what you can do for your customers, so show them by taking action before they become customers. Social media is a great way to enhance customer engagement and at the same time, involve your local search marketing. Include social media buttons so that your interested visitors can easily share what they’ve found, and customers can discuss their experience with their networks. Meaningful activity on your website shows in the search results—you’ll see soon enough.

These are just a few ways that you can skirt the Google search updates, not by outsmarting the algorithms, but by building your online presence in a smarter way. Panda and Penguin aside, any website that takes these simple steps should see their web traffic soar and their conversion rates continue to climb.

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