#as in i only described the relevant panel in the last screenshot

[queen-mabs-revenge]

no ok now that i've thought of it i can't not post it. literally as i was posting that my brain was like 'wasn't there a whole issue about when peter was born with his parents chilling with wolverine or smth' and then i couldn't let it go so hhhhhhhh ok

untold talks of spider-man issue -1 from 1997 jesus fucking christ

mary and richard parker are on super secret spy assignment to track down a aristocrat neo-nazi bankroller in mumbai and they happen to be there during ganesh jayanti which depending on the year can take place as early as 17 jan and as late as 16 feb

and at the end of the issue after she outsmarts, outshoots, and jabs a nazi goon in the face, mary passes out, richard carries her out of a burning hide-out aided by wolverine (HI???) and then receives word from a doctor that she fainted bc she's about a month pregnant

so idk do with that what you will

my toxic trait is that I refuse to acknowledge anything but october 14th as peter parker's birthday

[isfjmel-phleg]

@lady-merian replied to your post: I read a book I really enjoyed (a new TSG...

No, give us the rant!

Okay, you asked for it!

Fair warning: I am going to be yelling about superheroes again. Also the topic of sexual abuse/harassment, specifically as it applies to male characters as victims. I'm going to have to explain a lot, but I promise there's a point to all this eventually.

So I've been reading a lot of comics from the 1990s/early 2000s about the younger DC heroes, mostly Robin (Tim Drake), Impulse (Bart Allen), and Superboy (Kon-El/Conner Kent). And something I've been ranting to poor @brown-little-robin a lot about is how these comics handle these boys' love lives. Bart is mostly oblivious to romance, and Tim is very self-controlled (Stephanie Brown jokingly calls him "Boy Virgin"), but Kon...things start to get problematic there.

Kon is a clone, created by a shady genetic engineering project to be their mind-controlled replacement for Superman, who had recently died. He was supposed to be developed to maturity but escaped early, while physically about sixteen. His creators implanted him with memories of things someone of that age would know (education, pop culture, etc.), but he doesn't have a lot of real-world experience, and thus he's pretty naïve.

He's also a major flirt. Desperate for female attention. Hits on pretty much every woman or girl he meets. It's rather obnoxious. This is chalked up to his age and immaturity, or possibly to traits inherited from his human DNA donor, but I tend to suspect his creators wanted a clone who would really, really want to reproduce and pass those superpowered genes to more people for them to control. But whatever the case, this trait of his exists. And it has been repeatedly taken advantage of to put him in situations where he is vulnerable to sexual abuse.

Multiple grown women, who are fully aware that he is physically sixteen and chronologically much, much younger (one of them calls him "Kid," another refers to him as "jailbait"), see him as a romantic/sexual prospect and take advantage of his naivete and desire for romantic attention. Things happen to him that nowadays would be considered sexual assault of a minor, but in the 1990s apparently were seen as totally okay, even enviable--a teenager so attractive that even adult women are into him! If things were reversed, if he were a teenage girl receiving such attention from older men, this might be seen as creepy and predatory, but because he's male and therefore "wants it" this is all perfectly fine.

It's not. There are no adults looking out for him, he has no parental figures, no one to teach him about appropriate relationships and behavior with the opposite sex or point out to him that this isn't okay, so most of the time he doesn't question it, because it's his normal. But he does get hurt, and when he tries to talk about it, he gets shut down. One of his friends is actually rather judgmental toward him after an incident where he was being mind-controlled by a female supervillain. He is being abused, and the only way the narrative knows how to address it is to applaud it as admirable or blame him for the problem.

So...with all that in mind, I was going through issues of Kon's solo comic last night, screenshotting relevant panels for my own reference. And one of the issues was the second of a two-parter, a crossover with the Green Lantern comic that was running at that same time. So I tracked down that issue and got introduced to Kyle Rayner, self-described "anxious artist." He seems to be fairly young (early twenties?) and is struggling to find work, and the issue I read opens with his meeting with a potential agent, a middle-aged woman. He feels uncomfortable around her because she's got a reputation for preying on male clients. He's worrying that everything she says is a double entendre but berates himself for having "a dirty mind" and shrugs it off. But his instincts are correct; she ends their meeting by touching him inappropriately (while calling him "kid"). He does not respond to this, he takes the much-needed job she offers him, and it's never brought up again.

Really creepy. But he's male, and therefore the narrative can't acknowledge how messed up this is. So it's interesting to me that this issue goes on to have him pair up with Kon and briefly take on an almost older-brotherly role with him. Even so, Kyle's response to hearing that Kon has been recently dumped by his twenty-three-year-old girlfriend because she couldn't stand his immaturity any longer is...to agree that she had a point in doing so because this kid really is immature? Rather than pointing out that a twenty-three-year-old should not have been dating him in the first place! Here's someone who has first-hand experience with predatory older women, who could be in a position to empathize and advise, but he can't recognize that this situation is wrong...because he's had to normalize such things in his own life in order to survive. It's all incredibly messed up, and the narrative doesn't acknowledge it.

Apparently quite a few male heroes in this 'verse have been victims of sexual abuse. Dick Grayson (at age sixteen!). Wally West, I think. Even Bruce Wayne himself, depending on which version of the circumstances of Damian's conception you consider canon. As far as I can tell, their trauma goes unacknowledged by the narrative. And that really disturbs me.

Especially in the cases of boys.

[currentlyreadingmanga]

Toilet-bound Hanako-kun Chapter 12: The 4pm Bookstacks (Part 2)

Previously: Yashiro and the suspicious girl (yes, I’m gonna keep calling her that until we learn her name) met for the first time. Her suspicion levels rose to even greater heights since she seems not only to know about Hanako (and the other mysteries) but also she seemed to imply that there’s possibly another little ghost boy going around? Which made me ask a lot questions last chapter, and apparently they will be answered in due time, so I won’t repeat those here. Anyway, following her advice, Yashiro and Kou ventured into the 4pm Bookstacks a.k,a. the fifth mystery of the school to hopefully learn more about Hanako. And Yashiro did find some details but the big terrifying butterfly monsters in that boundary made their little expedition come to an unexpected end. Thankfully, Hanako and...Tsuchigomori, yes, that was his name, appeared just in time to get rid of the two big butterfly Yashiro and Kou look-alikes. Tsuchigomori really wasn’t pleased with the state the kids left the bookstacks in sooo..... we’ll see what happens.

Now onto the next chapter!

Ohhhhh we’re starting with a colour page of the last portion of last chapter! It’s so gorgeous and btw one of the main things that caught my attention when I saw the anime screenshots was the art style and the colouring. And I gotta say, the manga really doesn’t dissapoint, it’s so beautiful.

Okay, so onto the actual chapter and....

I legit had to go check how the last chapter ended again because I thought I was forgetting something but no. It seems like we’re starting after a little timeskip and Tsuchigomori wants Yashiro to say something?

Ah, here’s narrator Yashiro again. And I just

There’s so much going on here. Hanako cheering with the fans, the little “shame” sign above her head, the “(working title)” gag, and omg the little radishes with the microphones pffft I can’t. This manga really is something else.

But yes, Yashiro is recapping what happened between the end of the last chapter and the start of this one.

Kou mentions that he can’t believe that one of their teacher’s is not actually human and yeah, finding out someone you interact with almost every day is actually a supernatural being must be quite a shock. huh? But! Tsuchigomori says that it’s more common than one would think

Huh. When he puts it like that, I can see his point. I mean, there must be an array of supernaturals that aren’t necessarily bound to a place and they might not want to live in hidding. If they can blend in with the humans and live semi-normal lives, then why not do it? Also, being able to influence your own rumors makes a lot of sense, that way you would be able to stop them if they got too out of hand. But also

................well, now that he’s said that, I’m 90% sure that one of them will end up being a supernatural. Because come on, it would make the plot more exciting.

Yashiro brings up a good point: that could be dangerous, but Hanako says that they shouldn’t worry since that’s what the mysteries are here for and I just 

There’s something so funny about this panels. Like, the contrast between Hanako’s cheery disposition and Tsugochimori and Yako’s just overall “done” aura it’s just great. 

It just keeps getting better pffffft Yeah, idk if that’s the best way to describe their group. “Emo spider” made me giggle more than it probably should have

............Yes, the leader thing is clearly true. And I talked about it during last chapter, but I really wonder if he’s the “boss” because he’s the most powerful one of the bunch and because his task is to take care of not only the random apparitions but also the mysteries themselves (like with what happened with Yako). Also jfc sometimes I forget how scary Hanako can get

Ohhhhhhhhhhhhh we have a clearer picture of the mysteries!!! Okay so we have Hanako, Yako and Tsuchigomori highlighted since we have met them already. Then we have another three: I had noticed the girl and the mirror before but this confirms that they are two different mysteries; then there’s a clocked figure....that I know it’s facing away from us but my brain just keeps seeing it as a big bug that has huge bulging eyes and almost human teeth and I hate it. But this is just showing six right now, yes? There’s one missing? (EDIT: Oh, I think I see it now, there’s a separate silhouette between Yako and the bug man, right?)

But anyway!! the important point is here is that apparently they think there’s a traitor among them. And they think this traitor has tied their fate to a human and they’re using this human as a way to alter the rumors around the school. So the human would be the suspicious girl because we know that she’s been spreading rumors. And if that’s the case, then this possibility about the “other Hanako” being the traitor would also be high. Because, come on, the drama would unbelievable

Ohhhhhh that’s interesting. So the reason they think that one of the seven is behind this is because only a powerful supernatural would be able to change the rumors in a way that would actually affect another one of the seven mysteries. And I was right to a point: there meeting was indeed about the changes in the rumors.

...........oh. I mean, I guess that would get rid of the problem. But I really need to know what that would entail. Because it obviously isn’t permanent if he says it’s only “for a while”. Like, would it involve doing something like what they did with Yako? Because Hanako had said that she had to “return her number” or something of the sort when he fought her, right? And she has less power than she had before, too, right?

Ah, okay. The next page confirms that yes, that’s exactly the case. And because of that, Hanako’s idea is to destroy all of the mysteries’ yorishiros before they even have a chance of going berserk. And I can see the value in doing that but like, what if the “traitor” isn’t, for some reason, actually part of the seven? Wouldn’t that leave them vulnerable?

And I agree with Tsuchigomori (side note: my brain always autocorrects his name to “tsugochimori” and I have to make a conscious effort to actually type his name the correct way why is this so hard for me). It does seem like quite a rash plan to put into action, even if they can reappoint the mysteries later on. Then again, I understand why Hanako wants to avoid pissing Teru off because we know how that went and... yikes

Pffffft this face made me laugh so much, it reminds me of one of my favourite Tanjirou faces.

^this one

Also ngl my heart stopped for a second when he said “no” because I thought it would lead to a fight but then I scrolled down so thankfully that’s not the case.

.................. *looks up echinococcus*: any of a number of tapeworms of the genus Echinococcus whose larvae are parasitic in humans and domestic animals. 

Omfg by e that’s harsh but also so nerdy. Yako’s response is both appropriate and incredibly over the top at the same time. I really like their dynamic so far

Ohhh okay. Tsuchigomori says that he’s a supernatural who craves knowledge, and if they’re gonna destroy his yorishiro and temporarily take away his boundry, then he wants information that would be valuable enough as compensation. And, okay, I now see what the beginning of the chapter was about.

Ah, he says that he will still let Yashiro destroy his Yorishiro even if they don’t tell him anything, but he says that if they don’t, then he will broadcast their most embarrassing secrets to the school. That.......that would do it, yeah, I completely understand why Yashiro was so willing to talk at the beginning. That would be a nightmare jfc

.............still kinda hot ngl

Btw I love that this is drawn as a fighting game, it’s so cute.

Yashiro gives it a shot but Tsuchigomori is not impressed. 

(Side note but Hanako’s reaction just gives me life:

He doesn’t even try to hide his jelousy, does he?)

Omg he’s reading the one of the letters she “exchanged” with Teru and omfg Tsuchigomori stop she’s already dead

Okay now it’s Kou’s turn. Good luck, sweet child. It’s probably something really pure

...........Baby boy, bless him

Both of them are getting fired up and spitting out their secrets and they’re such small and dumb secrets, bless their little hearts

Ohhh and Kou is appealing to what’s probably their last resort: asking Hanako to spill any secret he might have (there are probably a lot of secrets, my instincs tell me Hanako’s secrets probably have secrets)

Oh? What’s this we have here? Those looks scream shared history. Well, I guess that Tsuchigomori could have read Hanako’s book since that’s part of his boundary. It would make sense for him to have read it. But idk, I feel like there’s something more to it that I can’t quite put my finger on. Like, why would he say “enough”? Because he’s read Yashiro’s book and he still wanted to know more. What makes Hanako different?

ಥ‿ಥ

and

ಥ‿ಥ ಥ‿ಥ ಥ‿ಥ 

They’re so freaking cute I can’t deal with it omg Also look at Hanako’s surprised face! The NeneKou combo is too pure to resist

.......................................................of all the things I could have expected, this was not one of them. I- why is that so wholesome, though?? like, it’s really silly but also no one gave this child the right to be so freaking adorable (EDIT: also, is this gonna be relevant to the chapter title “donuts”? is Hanako gonna get some yummy donuts? I would honestly be okay with a chapter that centered around that. let the baby have his donuts)

“Are you both morons?” Yes, Tsuchigomori, they are. geez, I thought you had read their books, you should know by now. But also give them so leeway, they’re excited to learn more about their ghost friend. Like seriously

Look at them, they’re so happy together, even Hanako has what seems to be a genuine smile. And by that comment I’m guessing that Tsuchigomori noticed that, as well

Hmmm. Okay, two things: 1) so Tsuchigomori did read Hanako’s book and knows everything about his life 2) the fact that, knowing everything about him, he believed that Hanako wouldn’t want to create any new friendships AND the fact that this kinda implies imo that he hasn’t seen Hanako making that kinda gentle expression before is all just. really sad and it makes my heart hurt

 Anyway, sad thoughts aside, spiderman here tells them their time is up because their secrets are so ridiculously dumb that they’re not worth discussing.

Why is he so fucking weird? and why do I kinda fucking love him already??

This man just keeps earning more and more points in my book

But yeah, he says that he’s not gonna broadcast their secrets since he was (kinda) joking and he did end up seeing something interesting after all. In the end, he agrees to take them to his yorishiro! Yaaay!

[bustyasianbeautiespod]

[ID: Four screenshots from the SPN Wiki. Their text reads:

Q: What's the first thing you do in the morning? I masturbate to the Tom Cruise poster I have on my bedroom wall, says Jared and everyone cracks up. And you say I'm gay, says Jensen, while Jared looks nervously at us taking notes. Are you going to print this?, he asks with worry.

At Jus In Bello Italy 2012 Misha was asked about Dean hanging on to Castiel's trench coat: "What do I think about Dean keeping my trench coat? Well we kind of talked about this, but I - I think it’s a little gay. Not in a bad way, just - it’s… it’s - y’know, he definitely [laughs] - it seems like, uh, it seems like he is definitely pretty, uh, pretty attracted to Cas… [audience cheers] And possibly, borderline obsessed. Um… so… yeah. I mean, it’s a little creepy, too. I kind of shudder to think what he did with that trench coat. Uh… came out, maybe. What’d you think about it?" [audience cheers]

At Jus In Bello Italy 2012, Jensen talked about the trench coat scene, describing it as "awkward," pointing out that the jacket was in a stolen car, that Dean wouldn't have folded it that nicely, describing the written dialogue as, "It was so bad," and saying that he and Misha ended up changing the dialogue. One fan who won a copy of the script from Misha posted the relevant pages on Tumblr. The removed lines have Dean saying, of the trench coat he's holding, "Dumb to keep. I know. I saw you-- dissolve or whatever. But, just in case. 'Cause I never stopped wanting to fix it either. So we got something in common. Just-- take it. Please." Though, there may have been an earlier version of the script that Jensen was referring to, as he talked with Misha at Jus In Bello 2012, and they mentioned Castiel having a line that they changed, and Dean having a line that referenced something like the smell of the coat or Dean cuddling up to it. Jensen said Misha had called the scene "gay" in a previous panel, and Jensen referred to it as "unmanly" saying, 'Which would make sense because (Sera Gamble, the writer) is a girl. (…) She writes amazing, but sometimes there are some effeminate lines (like) "I guess I really hoped you'd come back someday."' This last line — "part of me always believed that you'd come back." — was actually filmed and can be heard in the promo for the episode.

Lucy: Have you been victim to or witnessed any of the infamous pranks/jokes on the Supernatural set? DJ: I get pranked or rather 'messed with' all the time on the show. Once Jared took me to lunch, got me a little drunk, and when we got back to set, I found out he was done for the day. I only drank because I thought, ‘If Jared is doing it, clearly it's okay.’ THEN HE LEFT FOR THE DAY and I had to shoot a scene drunk. They get me in lots of ways, from putting gay sex drawings into a folder I had to look into on camera, to my last episode where Jared kept zipping and unzipping his pants to try to get me to crack. (edited for spoilers)

/end ID]

looked up the word gay in spn wiki to see if i was remembering a line right (i was) and there's some WILD stuff in here

[lucashawro]

SEO Content Optimization – CognitiveSEO vs SimilarContent

This article was originally posted on Colorpeak Blog - SEO Content Optimization – CognitiveSEO vs SimilarContent.

  WE’VE OPTIMIZED THIS ARTICLE WITH SIMILARCONTENT SEARCH ENGINE CONTENT OPTIMIZATION TOOL

  MARKETING AUTOMATION - The “marketing automation” keyword and the optimized content I’m referring to throughout the article is here: Marketing Automation Tools – The DIY for Beginners

  NON-AFFILIATE REVIEW - This review is my honest feedback as a dedicated SEO enthusiast in constant pursue of optimisation tools that provide the best results.

  SPOILER ALERT! COGNITIVESEO CONTENT OPTIMIZATION SOFTWARE WINS (WITH A BIG CAVEAT WORKING IN FAVOUR OF SIMILARCONTENT OPTIMIZER, BUT MORE ON THAT BELOW). IF YOU’RE AFTER SEO CONTENT OPTIMIZATION IN THE ENGLISH LANGUAGE, BOTH TOOLS WILL GIVE YOU VERY CLOSE RESULTS. AND THE RESULTS BEING HIGHER RANKINGS ON GOOGLE SEARCH ENGINE FOR YOUR OPTIMIZED ARTICLES.

  SO, HERE’S HOW BOTH OF THE TOOLS GO ABOUT DOING CONTENT OPTIMIZATION.

How To Do Content Optimization Correctly? – Seed Keyword Analysis

First, both CognitiveSEO and SimilarContent analyse the top searches to find who gets the Google engine ranking right and who doesn’t. After the tools combine the findings, an equation is run to assess the outcome. The idea is to get you information that is easy to interpret and provide you with a general direction in which to take your raw, unoptimized article. As an example, I decided to drop a hard keyword: “marketing automation”.

CognitiveSEO Keyword Analysis

The tool does an excellent job of showing you the entire picture at first sight. Without clicking away, I see:

🠮 CONTENT DIFFICULTY

The “gist” of the keyword analysis step and the number from 0-100 that tells you how sharp your content optimization needs to be if you want to enter the content marketing competition at the top of Search Engine Result Page (SERP). “Marketing automation” scored 77, marking it as a “very hard” keyword.

🠮 LINKS DIFFICULTY

CognitiveSEO goes an extra step here and also lets you know that the content optimization alone ain’t going to cut it. The same scale as before – from 0-100 – and “marketing automation” is marked at 72 (“very hard”). Underneath the Links difficulty score, I see an extra piece of information about how many referring domains do “Score 72” actually mean (“~49 sites” backlinking to my “marketing automation” article to enter the top SERP online competition).

🠮 MONTHLY SEARCHES

It shows a popularity trend (Google Trends) of a given keyword in the selected country. For “marketing automation” keyword in Google.co.uk the Monthly Searches feature did not work (the result was “N/A”). Surprisingly it did work for Poland or the USA but not for the UK.

But it doesn’t end there. Still, in the same birds-eye view, CognitiveSEO goes even deeper with the Keyword Analysis. And if there was ever any doubt if you should spend the next several hours working on your SEO content optimization, Keyword Explorer and Rank Analysis features should swiftly dispell any uncertainty.

SimilarContent Topic Difficulty screenshot - establishing keyword difficulty for SEO content optimization

🠮 KEYWORD EXPLORER

The software breaks it down on a table with primary filters such as Search Suggestions, Focus Keywords and Questions. These I believe, are self-explanatory keyword categorisations that provide a full panoramic view of your seed keyword landscape.

There is also “Filter” option for a more refined inspection and an excellent feature “Group by Topic” that in one click reveals the central themes around your chosen keyword. Here you can educate yourself on the search intent behind the chosen keyword. A handy feature and possibly a game-changer if the topic you attempt to target is new to you.

Keyword Explorer also shows a set number of keywords they called “opportunities”. For “marketing automation” I was given 916 keyword ideas, that CognitiveSEO artificially limits on my “Starter Plan” ($129.99/mo). Apparently, I could enable the hidden data and “up to triple” the number of keyword opportunities listed if I was to upgrade to the “Business Plan” with “custom pricing”.

🠮 RANKING ANALYSIS

The tool shows you the other performing websites and their optimized content ranked at the top of the Search Engine grid. It lists the main ingredients of your digital content optimization and marketing strategy you need in order to compete with the top contenders, such as:

Content Performance (from 0-100),

Focus Keywords (the number of topically related keywords),

No. Of Words (of the entire article)

Domains To Url/Site (backlinks needed)

Date Published (how old is the original piece)

I was able to review the Top 20 Pages on the Google Search, again with an option to expand it up to the Top 100 on a “Business Plan”.

Finally, the Content Assistance tool is where the rubber hits the road. I’ll break it down right after I visit…

SimilarContent Keyword Analysis

The software splits it down to three separate tools. Suddenly I wasn’t getting the useful “birds-eye” overview that CognitiveSEO provides in one spot. I think the analysis and content strategy tips are much more partitioned and hard to follow when compared to the other software.

🠮 TOPIC DIFFICULTY (TD)

The gist of your keyword investigation will happen under Topic Difficulty tool. SC runs their formula against the top 20 articles on Google Search and presents you with the 0-100 scale of keyword difficulty at the top of the side panel. “Marketing automation” scored 79.9, which is similar to CognitiveSEO. There is no backlink analysis letting you know the number of referring domains needed for your optimized content, but rather a vague statement “Hard & Need High Authority Site”.

Next to the Topic Difficulty score, SC presents you with a bar chart of the top 10 articles and their current SEO content Performance Score (from 0-100). I have to note that the Bar Chart was confusing to me at first, and I had to watch the instructional video to confirm what it actually shows (the Article Performance for each page ranked).

A little bit below, I’m happy to see a summary of Google Entities (or Snippets) for my “marketing automation” keyword:

Ads: 3

Video: 2

Questions: 0

AMP: 20 (and why 20 suddenly? Shouldn’t it be the top 10… ?)

It is a nice feature and… utterly inaccurate in my case. I’m not sure if this is desktop or mobile SERP or both? The entities I see on “my Google” are (desktop/mobile version):

Ads: 4/4

Video: 0/6

Questions: 4/4

AMP: 0/2

Also missing from the tool are: Featured Snippet, People Also Search For, BoP (Bottom of the Page) Ads. I’d like to see those search engine services to be counted in the KD’s SERP guide.

SimilarContent Topic Difficulty screenshot - establishing keyword difficulty for seo content optimization

META Title/Description Optimization

For some strange reason, SimilarContent thought to place “To Optimize Title/Description” suggestions and take 30% of the screen’s real-estate for that information. There, in fine-grain detail, SC tells you where you should put your focus/LSI/variable keywords to compete on organic searches. But why do I need to see these recommendations here?

In any regular SEO content optimization workflow or blog creating practices, the META Title/description content optimization is the very last part that you sort out AFTER the entire article is thoroughly developed, optimized and implemented on your website or blog.

Therefore at the early stages of the Topic Difficulty checks, the Title/Description content suggestion is an entirely unnecessary technical trivia. A one that you usually sort out at the end of the journey with different page optimization tools for your convenience (like Yoast or PageOptimizerPro). However, if SimilarContent insists on informing me of how the top 20 strategised their Titles/Descriptions and existing content, I’d rather had that info located somewhere on the main table grid. And use the saved space for something more useful, like Keyword Brainstorming or MicroNiche Finder that are separate tools but could easily fit in that view (and be much more relevant to what I intend to do at the Topic Difficulty search phase).

Keyword “Synonym(s)”

Then there is the “Synonym” feature that I can only describe as some kind of digital content creation helper or a keyword ideas/opportunities tool in its early-stage zygote form. For “marketing automation”, it revealed “About 5 results” (SIC!), and, I suspect, there are some issues with pulling in the data like search volume and frequency of appearance. Currently, it offers less than Google Suggestions but, hopefully, something better will come out of it. Although I can’t say if it’s a “boy” or a “girl” (or something else) yet…

SimilarContent Topic Difficulty screenshot - establishing keyword difficulty for seo content optimization

Topic Difficulty Competitive Breakdown and Content Optimization Strategy

Finally, we have the Topic Difficulty table breakdown, and similarly to CognitiveSEO, they go about exploring the chosen topic and its digital landscape.

But rather than listing keywords ideas or content “opportunities”, they focus your attention on the Top Sites that rank for the keyword in two different types of views: an existing page content data breakdown and a Search Engine list.

In my opinion, both SimilarContent Data and SERP breakdown views show almost the same information (Rank, Domain, Score, Score Chart and Facebook Shares all repeat). Both views could easily be put together under one tab and have another tab(s) revealing something different and aiding your marketing research.

In any case, the Keywords Difficulty keyword breakdown is more akin to what CognitiveSEO shows under Ranking Analysis tab. Although the table goes in-depth in some areas, I’m not sure about the practical use of what SC analyses:

The table lists only the top 10 SERP results with no possibility to expand (CognitiveSEO shows 20 or more on a higher tier plan) – this is strange because SimilarContent claims they run analysis against the top 20 domains – so, why would they “hide” half of their data findings from us…?

for “marketing automation” the top 10 SERP are somewhat similar, but I find CognitiveSEO to be a bit closer to what I see when Googling “marketing automation” keyword in my (UK) browser – it is not a big difference though

both tools show the SEO content optimization performance/score for each ranked domain and, although the approach is different, the conclusions are very similar

KD displays the entire SERP snippet with META Title and Description (CognitiveSEO shows only the URL path) – I like that and find it useful to see there, but I’m missing the addition of Google Entities and Snippets (CognitiveSEO has it)

KD also shows the number of times the targeted keyword appeared in the description (it doesn’t count the title and the slug for some reason, so I find it half-done or not that useful)

Finally, KD goes into great detail to analyse how many times each focused/recommended/similar word is used in the competitive articles – but I’m struggling to understand the usefulness of that information at that particular stage of the keyword research. I mean, I’ll go and keep working on the article under a different tool/view – SC’s Content Optimization. There I’m expecting to find all the fine-grain keyword suggestions and where to put them. I find the Topic Difficulty detailed analysis – “who-used-how-many-keywords” examination – completely inconsequential at the point of reviewing target keywords and searching for opportunities. The “who-used-how-many-keywords” information has no weight whatsoever on whether I chose to pursue the keyword or not.

The Topic Difficulty Tool is the weakest point of SimilarContent and a one that requires almost complete revamp to be able to compete with CognitiveSEO Keyword Explorer tool.

SimilarContent Topic Difficulty screenshot - establishing keyword difficulty for seo content optimization

  KEYWORD BRAINSTORMING/MICRONICHE FINDER (SEPARATE TOOLS/VIEWS)

Once again, SimilarContent thought to split the Keyword Research onto separate tools/views. I don’t quite understand that. If you’ve done your Topic Difficulty due diligence already, surely Brainstorming and MicroNiche Finder are a step back at that point, no? Why are these tools/views “a next step” on the interface grid? Their placement makes no sense for any keyword search workflow I can think of.

Keyword Brainstorming

is just a list of keyword ideas that contain all of the terms of a target keyword in them, e.g. “marketing automation tools”. It also shows the frequency of their appearance in the top 10 search engine results. For my “marketing automation” I was presented with “About 15 results” under “Similar and top 1 words” (meaning a Target KW + 1 additional keyword) and “About 5 results” under “Similar and top 2 words” (TKW+2).

The results were disappointing and knowing what other search engine optimization companies provide in the “keyword brainstorming” department; the tool is completely unreliable. For example, Ahrefs Keyword Explorer “Having the same terms” tab for “marketing automation” suggested 2001 keywords for the UK alone and 8064 keyword suggestions for the USA (+ 500 “Questions” and 1641 “Also rank for”). Now THAT is what I call a “Brainstorming”. But even CognitiveSEO with its 916 “keyword opportunities” comes out much better. I use Google Suggestions or Answer the Public with much better outcomes than SC keyword ideas.

Keyword Brainstorming gets F- and Gryffindor loses 150 points.

SimilarContent Topic Difficulty screenshot - establishing keyword difficulty for seo content optimization

  MICRONICHE FINDER

this, on the other hand, is a very interesting idea that can aid your SEO content. Especially useful if you want to nail an accurate tag(s) or a category to your article. MicroNiche Finder is just a category path or a breadcrumb of the topical relevance of your targeted keyword. It listed seven different paths for my “marketing automation” keyword, and I found it uniquely missing from other tools, including CognitiveSEO or even Ahrefs.

Ahrefs “Parent Topic” or CognitiveSEO’s “Group by Topic” could be considered a similar option. Still, it’s not entirely the same, and SimilarContent seems to define the “root path” or the theme’s origin of the keyword more in-depth.

I can also see myself using the paths for topical interlinking within my website content. Or at least as an optimized content tiering and content creation strategy.

I think if applied correctly across a website or blog, MicroNiche Finder feature could make a positive difference for your search engine optimization ranking.

SimilarContent Topic Difficulty screenshot - establishing keyword difficulty for seo content optimization

  CONTENT REWRITER

Like the name suggests it is an article spinner. I use other tools for that already and don’t find it particularly beneficial. SC claims to use “advanced AI” in the text spinning and suggests to use it only in “chunks” of no more than 100 words for the best results. I tried a couple of short eCommerce product content descriptions I’m working on at the moment. The results were mediocre, not terrible and better than some “mainstream” content spinners. Although it is a nice addition and SC says they’ll keep improving it, I won’t hold my breath, because this isn’t something I’m after when I’m logging in to SimilarContent dashboard.

TODAY’S FRESH KEYWORDS

This is just a Google Trends with the most popular search terms for a given day. This feature is cute, but not particularly useful in my opinion (unless you’re working on a gossip/news niche – but even then would “Today’s Fresh Keywords” feature be a real “game-changer” for you? … ).

Content Optimization vs Content Optimisation

We arrived at the heart of the matter. The point of all those previous searches and crafting strategy was to figure out the subject and write what I call a “raw version of an article”. I’ll take a step back and introduce my 7-step workflow for an optimized content creation that looks roughly like this:

An idea pops in my head, or I’m ranking client’s website/blog.

I do keyword research.

I create a raw version of an article.

I drop it to the content optimization tool and edit it.

I launch it on the website.

I further optimize page content and run the URL through SEO on-page optimization tool.

The fully optimized page or blog gets officially launched and spreads on my IFTTT and social media network.

I use multiple SEO, content optimization and marketing strategy tools to wrap it all up. CognitiveSEO or SimilarContent can only play a partial role in all that, but an important one. Here’s how each plays it.

CognitiveSEO’s Content Optimization

You drop an article to the editor, and a list of suggestions appear on the right-hand sidebar. CognitiveSEO groups the suggestions into five “dropdowns” or lists where numerous “focus keywords” are given:

Keywords already used

Keywords you should use

Keywords you should use more often

Keywords stuffing (so the ones you’ve used too many times)

Content Ideas via Questions People Ask

The sidebar also provides you with current Performance Score of your article (0-100), a number of focus keywords used, Flesch-Kincaid readability score (0-100) and the overall number of words you used in the article. Further, underneath the article Performance Score, the tool tells you whether your optimized content “can rank in the top 3 Google results”, and what the possible Searchers Intent is for the targeted keyword. 

CognitiveSEO Keyword Highlighter (FTW)

However, the real highlight of the CognitiveSEO Content Optimization editor is the “Highlight Keywords” feature. I love that feature. It highlights all the keywords in your article with colours matching the keyword suggestion dropdowns. That way, you can really see the spread of keywords in your article, strategise the placement and have your material, literally, coming to light right in front of your eyes. CognitiveSEO Keyword Highlighter is a simple feature aiding your content strategy, and it’s an unbelievably fun one. It motivates me to pursue the content optimization further and max-out the performance score of my articles. Well done, CognitiveSEO!

The keyword suggestions given are spot on as CognitiveSEO uses a complex Search Engines LSI with multiple other indicators and formulas to lay them down for you and transform your text into a search engine friendly content. In fact, all the articles that I’ve treated with CognitiveSEO content optimization immediately ranked in top 20 without any backlinks, while the “marketing automation” – which is a tough keyword – picks up in the top 50 (without backlinks).

The overall interface is clean, sharp and extremely well-thought-out. CognitiveSEO Content Optimization Tool is an A++ product and a true highlight of their search engine optimization software package.

If you want an excellent content optimization software and can afford it, this is it, folks!

CognitiveSEO content optimization tool screenshot - how to position your article using LSI, keyword highlighter and keyword research

  SimilarContent’s Content Optimization

Similarly to CognitiveSEO, SimilarContent uses a sidebar to list keyword suggestions grouped in three distinct tabs:

One word (meaning single-word suggestions)

Multi-word

Questions

SC computes each tab’s keyword suggestions under four distinct indicators:

Not found

Low

Good

Extremely (poor choice of words, should be “overused”, “excessive” or something…)

The content strategy implications are similar to that of CogniticeSEO list dropdown, but I see a potential to fine-grain the keyword placement. I am starting to like the idea of “one-word” and “multi-word” suggestions, and I’m beginning to see how it could work to my advantage. CognitiveSEO is much more rigid in that, and the suggestions are fixed – which has its own pros, like keeping it simple, and making it easy to implement. The main thing is the SimilarContent keyword suggestions overlap with CognitiveSEO ones, and I suspect they use similar formulas to pull them out.

Worth noting is that SimilarContent uses “AI text analysis” that is available only in English. I believe that feature makes all the difference in the quality of the keywords scoring and suggestions. That makes the optimization in other languages inferior.

SimilarContent also gives you a Relevancy Score, which is the same as Performance Score on CognitiveSEO but works a bit different. While the first tool gets you to score from 0 to 100, SC makes you land somewhere between 55-75 points for the best results. More would be over-optimized, which is a strong (negative) signal for Search Engines. CognitiveSEO has its Keyword Stuffing list of course, but SC might be more risk-aware in not letting you go overboard. “Marketing automation” example on CognitivSEO has nothing listed under Keywords Stuffing, while the same article on SimilarContent lists 36 keywords under “Extremely”. These are all suggestions only, but important ones and SC does a great job at letting you know whenever you’re trying too hard.

Finally, there is a current article data breakdown, and SC’s Content Optimization tool informs you what language you use (duh!) and the number of words in your article; but also, the tool computes the number of letters, phrases, and even sentences. These are great additions to the overall excellent content optimization SaaS for SEO.

The main thing that I miss is the Keyword Highlighter, which makes working on SimilarContent dull. But once the content strategy highlighter is implemented, and they get the interface cleaned up a bit, SimilarContent Content Optimization offer is going to be hard to dismiss. And all those $100+ ticket SEO tools may struggle to make a case against it.

Overall, SimilarContent Content Optimization for SEO is extremely well priced and well done for a product in just under a year of development.

Multi-Language Content Optimization

I primarily work in the realm of the English language, but I always felt that the part reason for my reluctance to work in my native language is the lack of focus and effective tools that support search engine optimization in non-English (hence, lack of awareness). And I don’t blame anyone. I can’t expect an SEO SaaS companies “from California” to focus on some small country with an obscure language no-one else is using. Traffic and users behaviour will dictate what we bet all our chips on. However, the fact is that the non-English language countries are left behind, only catching-up to the SEO cutting edge. This ultimately can mean only one thing: the audience from these countries hold keys to uncharted Gold Mines. Some of these digital markets are like Lost Cities of Z waiting to be explored by Westerners looking for treasures and fame.

  My point is that there is a massive discrepancy in the way SEO works in the UK when compared to the USA. There is an even bigger difference when I compare the UK to other European countries. Some premium tools already support general Keyword Research in multiple languages, but we need more focus on niche languages.

At the beginning of October 2019, CognitiveSEO added all Google supported languages in their Content Optimization Tool. I checked the Polish language option, and I can see that I could use the tool right away.

I think this is a sign of maturity in the industry when such advanced tools start including other languages than just English. Although I find CognitiveSEO Content Optimization for Polish slightly miscalculated in difficulty scoring, it is extremely helpful to have that in my SEO tool kit.

SimilarContent already supports 15 languages and claims to add more. Unfortunately, my language (Polish) is not one of the supported (yet) and the fact I didn’t pay attention to my German teacher in school; I just couldn’t test the multi-language options. Hopefully, when they update the software to include the Polish language, I check it out and submit my findings in this article. In any case, kudos to both for a great attempt to include more languages and open more countries to an advanced SEO.

  How much SEO content optimization tools cost

Content optimization tools follow a “pay-per-click” pricing model we know from Google, Facebook Ads. In that, certain operations cost you “a credit/query balance”. This means that you will have to work on optimizing all your clicks to get the most out of each tool. The prices range wildly and I’ll try to explain the value you get out of each SEO package below.

CognitiveSEO starts at $129 per month and has its balance calculation simplified. They give you one pile of credits/points (“queries” they call it), 250 points per month on the Starter Plan, and every “Submit” costs one point. If you’re not careful, you can nuke the entire balance at the beginning of the month. And with the way CognitiveSEO approaches the thing, it is easy to do. For example, I found that when I click the “back” button on my browser, points disappear. When I do a repetitive search, something I searched a second ago without an update, points disappear. Or I merely open previously edited article, again, points disappear. I also find it vial that clicking to analyse the entire existing content carries the same point value as peeking at some obscure long-tail keyword in their keyword database. Because I don’t use their Keyword Search or Site Explorer tools much, I was lucky enough to have never run out of my credit balance, but I hate that aggressive approach to quota, anyway, and I see it as the weakest point of CognitiveSEO package.

SimilarContent range from $19 to $79 per month and handles the balance computation much better than CognitiveSEO. SC splits the clicks into four different segments and count each separately: Keyword Ranking, Analyze Article, Keyword Research, Niche Discovery. The best thing is that the quota resets every day rather than every month. So there is some freedom in that, and if you go overboard one afternoon, you only need to wait till the next day to have a blast again. Also, SimilarContent gives you plenty of options to scale your use as different pricing tiers are available – starting from only $19/m is a tremendous value. CognitiveSEO shoves you at one fixed tier ($129/m) and then offers a “business plan with custom pricing”, which I guess means higher costs. SimilarContent is a clear winner here.

What about CognitiveSEO Campaign Tools and the Site Explorer?

I deliberately skipped the more fundamental SEO tools that CognitiveSEO offers, because I don’t think they hold any relevance to the subject of this comparison (SimilarContent doesn’t offer anything like it). Ahrefs or Semrush would be more suitable to line up against CognitiveSEO, and that is a subject for another article.

Summary and which content optimization tool should you choose

While I find the Content Optimizers a head-to-head competition, CognitiveSEO wins with SimilarContent in the Keyword Analysis department by a long shot. But here’s the thing: both are sore losers to Ahrefs. I find it especially saddening information for CognitiveSEO that put a lot of effort to provide as much information as Ahrefs Keyword Explorer does. And for a price of $129 – CognitiveSEO is not even close, I’m afraid. I can have Ahrefs with all their bells and whistles for a not-far-off price of $179/m and completely smash whatever I can find on CognitiveSEO’s Keyword Explorer and all other tools they provide. Which is precisely what I do: I use Ahrefs for all the keywords, backlinks, content/site explorers and web-audit analysis. Then I use CognitiveSEO/SimilarContent for LSI Content Analysis and Content Optimization. And even further, I use PageOptimizationPro for a technical onPage SEO. That way, I can enjoy the best of all worlds without taking half-measures.

In that sense, I find SimilarContent a much better option than CognitiveSEO somewhat steep entry point package. If you use Ahrefs/Semrush for keyword research/backlink analysis already, you really should consider checking out SimilarContent offer. If you work in English, for a price of $19/m you get enough to put your articles next to whatever comes out of CognitiveSEO’s Content Optimization soft. Just make sure you’ve done your due diligence on Ahref/Semrush keyword explorer tools first.

Otherwise, if you like to keep all your essential SEO tools in one place and looking for an accurate, extremely well thought-out and fricktionless Content Optimization tool, CognitiveSEO should be the one. A high ticket price but no comprimises on the optimizations either.

Epilogue

SimilarContent is a startup, and an exciting roadmap is in place. They have a long journey ahead of them. Still, if they stay the course and keep themselves out of depth (e.g. not trying to be second Ahrefs), they may be one of the top contenders in their particular “multi-language diverse and multi-national inclusive content optimization niche”.

I truly wish them well and not just because I had the opportunity to get my spot at the front seat but, because, SEO is so much more than “Yoast and backlinks”. Better content optimization tools = better content = better Internet.

  Things I’d like to see SimilarContent focusing on:

Keyword Highlighter – I love that feature on CognitiveSEO. I think many people do. CognitiveSEO gives you a visual overview of your entire keyword placement strategy right inside your text. It is also a strange psychological trick that motivates me to keep filling-in the text with “more colours” (missing LSI keywords). Looking at the block of boring text on SC takes all the fun away.

Article History – this obvious feature is a must… I wasn’t happy when I discovered that I could not reaccess the past articles I worked on��� Or still working on – the optimization takes time and often cannot be done in one sitting! Now I need to go through the entire process back again, copy-paste (fortunately I’ve made an external copy!) and waste additional credit. Really?!

Default Settings – I’d like to have my default country and language saved in my profile. Majority of my searches go against the UK market and are in English. I don’t want to set it all up every time I log in to commit another search.

Topic Difficulty (TD) – the Bar Chart with the Article Performance Score has the same purple colour as the Topic Difficulty Score placed next to it. It is, therefore, confusing on what score the bar chart shows as there is no tooltip explanation. There are multiple places on the dashboard where I’d like to see tooltips and different colours used to make it more clear. Also, some of the descriptions are inaccurate or confusing (e.g. “Extreme”… ?).

The option “To Optimize Title/Description” in Topic Difficulty is unnecessary. Keyword Brainstorming/MicroNiche Finder tools are unnecessarily separate and in the wrong place on the dashboard. SC needs to rethink the whole KD and other supportive tools from scratch.

Google Entities / Snippets summary in KD are inaccurate and they could be upgraded with additional Snippets that are missing (Bottom of the Page Ads, People also ask/Related Questions.

Check out YouTube Channel for more SimilarContent and Cognitive SEO info

Cognitive SEO YouTube Channel

SimilarContent YouTube Channel

This article was originally posted on Colorpeak Blog - SEO Content Optimization – CognitiveSEO vs SimilarContent.

[judeesill]

on the whole buria situation

i didn’t want to say anything because i didn’t want to fan the fire but shes been posting screenshots with my full name and the posts about it are getting some (albeit limited) traction so i feel like i have to at least state my side of things

like most of you, i am very committed to resisting racism and abuse particularly in our feminist circles so i’m really hurt by these incredibly false allegations. i want to present my side of the story because i feel like it’s not fair of buria to say such inflammatory things about me and my friends without any evidence and i think the fact that allegedly radical women are willing to share them is incredibly suspect, given how much our community talks about the cultish callout culture of liberal feminism. i realise that if these allegations were true it would be deeply fucked up, but i maintain that what happened is not exactly what buria has said. i also do admit that i as a white women am certainly still in the process of unlearning racism and acknowledging my white privilege but racism was absolutely not a factor in anything that transpired on my end. i was acting out of concern for a friend (the much-maligned max mason) who is a survivor of abuse and trauma and who has very much been misrepresented in this situation, and who, like me, is nearly a decade younger than buria.

i’m going to tell this story in vaguely chronological order because that’s the only way i know how. i also don’t have access to screencaps rn but i can summarize them to the best of my ability here and will provide them upon request

buria and i met a few months ago at an irl radfem happy hour in nyc, we talked for a bit and got along fairly well and were thereafter connected on social media

a few weekends ago, a friend of ours organised a protest at the 2017 left forum against the cancellation of a gender critical panel. i was working the left forum and had a lot of people i knew there that i didn’t want to know i was involved, so i avoided being seen with them and instead went inside to find a reporter that had mentioned wanting to talk to them. buria has since made this an example of my racism because i was avoiding women of color, but i would have avoided them regardless of race because i was worried for my personal and professional safety. i know there were some reservations about my micromanaging that action because i drafted the statement we gave out and kind of ran logistics, and i admit i was being kind of bossy but it was 100% bout wanting the action to go well and (i admit, selfishly) wanting to preserve my reputation. i feel like that’s not relevant to this situation, but she’s brought it up so i’m going to clarify.

anyway, a few days later buria became the mod of an nyc lesbian group that the other woman at lf–let’s call her A–was also involved in and they got in an argument bc buria immediately blocked a woman who posted something about bdsm/seeking a sub, and the A said she should have asked the other mods. this spurred her to accuse A (a radical feminist lesbian woc) of being a pedophile apologist/rape apologist/etc.

Buria then messaged Max, a mutual friend of both A and myself, to complain. this is where things get hairy. Max used to be briefly employed as a pro-domme, and from what i can tell she wasn’t involved in sex but just like. whipping dudes. either way that was a short time a long time ago and she is now very much against the kink community, and is a radical feminist. max told buria this, mostly to be like, “full disclosure, i used to be involved in this and think it’s fair to let you know, and also i have experience here, i know what these people are like, i can step in and talk to these women”

this upset buria, who then started harassing max about her involvement and saying that she was a rape apologist, violent, etc. she accusingly asked why max had been involved, apparently ignoring the effects of socialized femininity and grooming, and started harassing her for having been involved because apparently that means she’s inherently an abuser and not to be trusted. mind you, i know max quite well and i know she has a lot of regret over this and as i stated above, is an anti-bdsm radical feminist. buria just wasn’t hearing it. she was relentless and at one point max was fed up and was like “i hope this [attacking me] is cathartic for you” and buria took this as mocking. yeah, it was a little sarcastic, but buria was ruthless and horrible to max.

at this point she messaged me in a ploy to accrue some sympathy because she knows max and i are friends. i take accusations of abuse and violence very seriously, so i started off willing to listen to buria and confront max if need be, but it became clear i wasn’t getting the whole story. i told buria i would deal with it later because i was at work and didn’t have time to reach out to max. finally i realised something wasn’t sitting well with me because i know max is not an abuser in the way buria as describing so i talked to her and heard about all the ways buria had been harassing and triggering her. she texted and fb messaged and found other ways to attack max, and i was like. this is not cool

at this point, i started to ignore buria because i didn’t want to further engage. at one point like the next day she messaged me that was on some “lyndie england guantanamo style shit” which pissed me off because it’s so false and disingenuous and really shitty of her to compare what max has been thru and has in fact been a victim of to something that horrible? so i was a little snarky and asked “literally how” then unfriended her. 

then she posted a long rant calling max a rapist in our irl radfem group, and when people were like whoa hey this is a big accusation can you explain what’s going on she turned on everyone in the comments. people tried to reach out to her and she turned on them too. the last straw was when she began to harass an 18yo friend of mine who really doesn’t need any more shit to deal with, especially not from a woman over ten years older than her. she also found my email address through my university and sent me harassing, accusatory emails, and as you’ve seen, has been posting my name and the names of other women to tumblr.

i’m not trying to call her crazy or irrational because i realise she is a mentally ill trauma survivor but that does not excuse her terrible behaviour. apparently she has done this to other women in the past in various radfem circles on tumblr and facebook, and this time it’s really unfortunate that it’s happening in real life. not to play the “i’m an innocent teenager” card but like. in this case i’m literally innocent and literally a teenager and i am incredibly uncomfortable with the smear campaign she has been waging against my friends and i out of a personal vendetta (won’t get into the details but i feel like this is literally a revenge fantasy for her given some past stuff w her and max). she’s turned on me because i’m an easy target because i indulged her for so long and she knows she can call me racist and ableist and an abuser or whatever and have people side with her and like? that’s fine i am white and neurotypical and definitely not a perfect person but she’s also doing this to women of color and trauma survivors and mentally ill women so i really just can’t sit by while she pulls this shit and so-called radical feminists indulge her bullshit

anyway. sorry for this long stupid personal essay please message me if u have any other concerns i guess i just want this to be over !!!!!

[kraussoutene]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[fairchildlingpo1]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[maryhare96]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[conniecogeie]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[christinesumpmg]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[dainiaolivahm]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[christinesumpmg1]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[mariasolemarionqi]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2zQqEnK

[tranlinhlan]

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

via Blogger http://bit.ly/2EibWZV

[tainghekhongdaycomvn]

Why Local Businesses Will Need Websites More than Ever in 2019

Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

...but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

Why it looks like local businesses don’t need websites

Statistical proofs of why local businesses need websites now more than ever

The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.” - Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

Technical basics

Excellent usability

On-site optimization

Relevant content publication

Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

Keyword and real-world research tell a local business what consumers want

These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components

Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

Sponsorships

Event participation and hosting

Online news

Blogs

Business associations

B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.” - Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2q13Myy xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn xem thêm tại: https://ift.tt/2mb4VST để biết thêm về địa chỉ bán tai nghe không dây giá rẻ Why Local Businesses Will Need Websites More than Ever in 2019 https://ift.tt/2QPoBKn Bạn có thể xem thêm địa chỉ mua tai nghe không dây tại đây https://ift.tt/2mb4VST