Get Ahead of Your Competition with These Local SEO Predictions

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Introduction

Every year, the local search engine market changes. Trends come and go, but there are always some things that stick around. 

The local search domain is one of the most competitive ones, wherein so many players have their strategies for ranking on Google Maps or Bing Places. So, what will happen to Local SEO in 2022? 

Read: Get to Know 15 Incredible Features of Google Maps

Here's a look at how it might change over time.

10 Local SEO Predictions to Look Out

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1. Google My Business Will Reign

In 2022, Google My Business will continue to be an essential tool for local businesses to stay on top of their game.

Your business likely already has an account set up, and you've been making a concerted effort to keep your profile updated with new information and images of your company. 

We advise you to stay focused on the path and optimize the listing with the latest features GMB offers.

GMB Optimization Checklist:

• Fill out every form field
• Make use of videos and photos
• Choose the appropriate category
• Use a local phone number
• Respond to reviews

Have a look at how the most updated Google My Business listings are being recommended on top by Google for the local search query “painters in Dallas.”

2. Voice Search is on the Rise

Local businesses need to recognize that voice search is not just a fad. It is quickly becoming the preferred method of finding information for many people. 

Local businesses are not immune to this trend and need to pay attention to voice search optimization (VSO) for their business profiles to succeed.

Many use voice search because it is convenient and works well with commuting, driving, or other activities that don't allow hands-free use of a computer or mobile device.

Voice Optimization Checklist:

• Use conversational language
• Focus on long-tail keywords
• Create keyword-rich answers for frequently asked questions
• Use FAQ section to insert naturally-sounding keywords

You can also start answering local queries under the “People also ask” section to optimize your blog posts and website for voice search around the local search terms relevant to your business.

3. Mobile-friendliness is the Key

More and more people perform online searches on their smartphones, especially when they are on the go. This means that it is now even more critical for local businesses to ensure that they are optimized for mobile devices. 

Many people now use their smartphones as their primary device to surf the web, meaning that a website does not have to be perfect or highly advanced to attract customers.

Take A Look At This Data: In Q4 of 2021, mobile devices account for 54.4% of the global web traffic. To give you an idea, the number stood at 50.81% in 2020 Q3.

Also, a Google survey found that 96% of consumers have seen sites designed without keeping mobile-friendliness in mind.

Tip: Use Google's free Mobile-friendliness checker

Here’s a screenshot from Google’s mobile-friendliness test for a Dallas based painting company, Dallas Painters 

4. Reviews Make or Break it

There has been a great debate about using online reviews to drive business success. In 2022, local businesses will still rely on their review history to enjoy several benefits. 

However, it is crucial to recognize that not all feedback is created equal. It is the responsibility of the owner to monitor these reviews and make any necessary changes to make sure they are providing a top-notch experience for each customer's visit.

As people will be spending more time online researching before making a purchase decision, reviews about your business on sites such as Yelp and FourSquare matter a lot this year. Bear in mind that online reviews shape consumer behavior to a great extent. 

Tip: Local businesses should take advantage of this by incorporating an online review system into their websites or by asking customers to leave a review via email or social media once the transaction is complete.

Notice how the local search results for “painters in Dallas” are local business listings and review websites. 

Have a look at how your customers can filter the results on Yelp by “highest rated” and “most reviewed,” making it extremely crucial for your business to get more online reviews 

5. Local Links Matter More Than Ever

Google and other search engines increasingly allow local businesses to rank in searches for local queries.

The importance of having high-quality local backlinks from sites relevant to your industry or geographic location will only grow over the next few years. Local links are a crucial component of a complete Local SEO strategy.

This year, if you're not working on your local link building, you're going to get left behind. These links will be more important and will continue to prioritize due to Google's propensity for updating algorithms to serve up the best quality content in the SERP.

3 Tips for Local Link-building:

• Work with local media houses
• Join hands with local bloggers and influencers
• Become a member of a local chamber of commerce

You can find local freelancers to help you build local links using UpWork, as shown below

You can also use Ahrefs to track and monitor your link-building efforts. 

6. Hybrid SEO Strategy is Going to Take the Front Seat

In the aftermath of the Covid-19 pandemic, most local companies have been forced to increase their online presence to stay afloat. 

In this context, having a hybrid of a Local SEO strategy and an eCommerce SEO strategy is critical. This has to be addressed as soon as possible for companies that rely on online shopping.

The pandemic, undoubtedly, led many Americans to change their shopping habits by purchasing groceries online rather than visiting stores in person. 

With more people buying food online, local retailers need to have a sound strategy for optimizing their websites for search engines, especially since search engines are the dominant way shoppers find goods and services.

Tip: Choose one among the following platforms to begin your e-commerce journey

• Shopify - Plans start at $29
• SquareSpace - Plans start at $16/month
• BigCommerce - Plans start at $29.95/month

7. UX Matters a Lot

As more people search for products and services online, there is a growing demand for a good User Experience (UX).

UX has become one of the most important factors in Local SEO. Google uses a variety of factors to rank websites, and UX is one. 

When your site's UX is improved, it becomes a more accessible site for users to navigate and find what they're looking for, which means it will be easier to rank in Google's search engine.

Local SEO can be a challenge because websites rank highly for their customers' geographical locations. UX plays into this, as it influences how quickly customers can find what they need and whether they want to stay on your site to continue interacting with other content.

5 Golden UX Tips:

• Go for a responsive design
• Use white space to make site elements distinct
• Include established gestures such as clickable logos
• Have enough room for personalization
• Give equal importance to Look, Feel, and Usability

You can use tools like Figma to create a website design prototype, as shown below.

8. Audience Prefer Localized Content

Search engines have been steadily increasing the importance of localization over the past few years, and there is no indication that this trend will stop. Google may even increase the importance of localization in the years to come.

Businesses that ignore localized content will find it challenging to rank in search engines, and those who take the time to create localized content will see a significant boost in rankings.

Localized content means creating and optimizing content relevant to specific geographical areas, such as local news, events, and businesses. 

Not only will this help you rank higher in local search results, but it can also help you build a stronger connection with your community. Localized content can also help build trust and credibility with potential customers in your target market.

Example: Check out how Baker Brothers use their blog to create localized content. Baker Brothers Plumbing has written about tips to prevent frozen pipes, an issue common in North Texas.

You can use Ahrefs Free Keyword Tool to find local keywords relevant to your business offerings and create localized content for your audience.

Have a look at these local keyword ideas for “realtors in fort worth” and “restaurants in fort worth.”

Read: Importance of Localized Content for SEO & Conversions

9. Location Pages Will Pay Off Better

A location page is simply a page on your website devoted to a specific geographical area. Many business owners overlook the importance of location pages. 

These pages are important because they allow businesses to target specific locations and show up in local search results. By creating location pages, businesses can improve their local SEO ranking in 2022 and attract more customers.

These pages should include your business's address, phone number, and hours of operation. You should also optimize them for local search by including relevant keywords and phrases.

Location pages make it easy for customers to find your business and increase the chances of visiting your business.

Example: Take inspiration from Lawn Starter in creating location pages. When writing this article, the company has 64 location pages. Here is a page from Lawn Starter, which they have optimized for Miami, Florida.

10. Zero-click Searches

In 2022, the role of a search engine will be entirely different from its current state. Gone will be the days of typing in a keyword and scrolling through a page of results to find what you're looking for. 

Searches will rely on artificial intelligence, emphasizing zero-click searches where the system automatically pulls up the result (read 'Best Result') with minimal input.

Take a look at how Spruce Eats ranks first for the search term "New York hot dog," along with featured snippets that contain information such as price, preferred brand by New Yorkers, calorie, cooking time, etc.

As we move into the next decade, it will be crucial for local businesses to keep up with the advances in technology. Zero-click searches will become more and more critical in the coming years, as they will enable customers to find your business with minimal effort.

Key Takeaways:

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• Prioritize localized content over the usual stuff
• Claim and optimize your Google My Business profile
• Invest your efforts and resources in acquiring local links
• Pay attention to UX and mobile-friendliness
• Create location pages for all of your service areas
• Have a review management system in place
• Optimize your website for voice searches
• Make efforts to return search results in the form of featured snippets