Why does Google give such importance to local searches?
Where is Google going?
Google has been warning and incorporating more and more options focused on the use and search through mobile phones as part of its strategy and concept of the first mobile (Mobile First).
This strategic approach of the guys at Mountain View, intends to give more importance to mobile phones through various updates of its algorithm aimed at favoring pages that offer results adapted to AMP technology (Accelerated Mobile Pages), the technology with which Google wants the mobile web is faster
In this way, they want to lay the foundations for what Google considers their future both immediately and in the medium and long term.
This can already give you an idea of where the shots are currently going in terms of local SEO positioning in 2017 and the need and importance of using Google My Business to carry out the same.
Important fact: According to TheAppDate , approximately 80% of the searches carried out in our country are made through Smartphone and Tablet, although the benefits of Google continue to come mainly from desktop searches.
New Devices, New Standards
A fundamental aspect to take into account the importance of a good local SEO positioning strategy is the geolocation of searches. Something that is decisive and that must be taken into account in the local positioning of a business (functionality that favors local searches).
Moreover, since December 2015, Google automatically geolocates us based on:
- The IP of the equipment that we use (desktop).
- Using the mobile’s GPS (current location).
In order to be present in the search engines in terms of positioning in Google Local Business, my advice is to update your location in Google. We must bear in mind that this scenario presents two circumstances:
- A greater difficulty to be able to control the positions in the SERPs of the keywords, depending on each location from which they look for you. That is, there are drawbacks when controlling SEO rankings in different locations.
- A great opportunity to create and carry out new strategies of local positioning aimed at desktop and mobile search.
How do users currently search?
Currently, it is no longer just a matter of wondering why you are positioned in the search engines to perform good SEO, since it is also necessary to ask yourself in which places those terms are positioned to improve the Local SEO of your business.
That is, it is not enough to study the positioning of the terms, but also to determine for which locations our business has been positioned.
In addition to determining where the search is performed it is also important to take into account that each person is a world, and can perform the search in different ways, which at first glance may be similar, but which “google eyes” may be different , and make it not appear by key and important terms of our business / sector.
As a general rule, keep in mind that not everyone does structured, concise and clear searches so that Google can detect the precise and accurate search for which the terms you want to position will appear.
Google has been working for some time to adapt its technology to these circumstances in order to always try to give the best search result, or at least the expected one, in whatever way a user searches for a term to obtain a local search result.
In this context different situations and circumstances may occur that will determine the type of search. For example:
- A person can search the term “Clean Madrid”, a contextual search rather concise and contextualized. This is the most accurate option for the user to see a local search result about a service.
- But also, it may happen, that a person looking for “Clean Madrid” but who is in that moment in Sevillegenerates a contradiction between the search and the location of the person at the time of doing the search. In this context, Google always gives priority to the search. That is why this type of local searches are also precise enough for the user to find a service near him.
- You can also consider the situation in which a person look for “cleanings” to dry. In this case, Google will prioritize the data that you have of the user’s location through the GPS of your mobile device if you have activated the option to show local location or by tracking your IP, although the result is finally a local search for a service is more complicated than in the two previous search options.
For this reason, it is important to indicate to Google certain triggers that determine whether the keyword should be interpreted as a local search for a service and thus show local results.
In this sense, it is important to say, that searches and activators depending on each user are very different and that, as is logical, if a person is looking for cleanings and is not looking for the service, but the definition of the term itself, it may not be doing the search well (since Google by that term may not present definitions and services) and perhaps should complement the same with other terms, such as “cleanliness definition” or “what is cleanliness.”
Therefore, it is not good to rely on that type of search terms to locally position a service with SEO, since the person is likely to look for other things even if we have the term positioned, and it is likely that it does not appear as results or searches premises of a specific service.
Important fact: Since August 2015, Google has modified the number of results that appear in the snack pack for local searches of 7 results to only 3. The rest relegated them to a secondary page (“More sites”). This page is practically not visited by anyone.