As we bid farewell to 2020, it’s time to refocus our sights on the bright horizons of 2021. At GMB Fox, we’ve been tuning into the local search community’s brightest minds to gather their insights on what the new year has in store for local SEO. Spoiler alert: the future is looking intriguing, and we’re here to break it down for you.
Reflecting on 2020’s Local SEO Predictions
Before we dive into what’s next, let’s take a moment to review how our experts fared with their predictions for 2020.
Ben Fisher, VP of Marketing at Steady Demand, shared a candid reflection: “I think spam will increase,” and he was spot on. Despite hopes for a reduction, the legal, garage door, and insurance sectors remain plagued with spam. It’s clear that while some aspects of local SEO may evolve, challenges like spam are far from gone.
Similarly, Tim Capper, a Local SEO Consultant, affirmed, “I predicted that spam would get worse for 2020, and, boy, was I right.”
Despite these setbacks, the year wasn’t without its breakthroughs. Significant developments around Google My Business (GMB) marked 2020, with experts like Andrew Optimisey predicting the rollout of paid GMB profiles—a bold move that has set the stage for 2021.
Google My Business: The Heart of Local Search
As we navigate into 2021, the importance of a fully optimized Google My Business profile cannot be overstated. Amy Toman, SEO Analyst at Digital Law Marketing, noted, “The prominence of GMB listings increased in 2020... Businesses remembered how to log in and found out how to correct misinformation.”
This trend will only amplify as businesses leverage GMB’s full capabilities to engage customers. Claire Carlile, Digital Marketing Consultant, emphasized, “Thorough optimization of your GMB profile will continue to be key for local pack rankings in 2021.”
Small businesses must prioritize user-generated content, monitoring reviews, Q&A sections, and more. “A vibrant and fully optimized GMB profile will become table stakes in 2021,” Carlile advised.
The Rise of User-Generated Content
Krystal Taing from Uberall sees a shift toward consumer expectations in 2021. “Consumers want to know everything about a product or service prior to visiting a store,” she explained. Brands must adapt to this demand, leveraging tools that facilitate easy access to vital information.
Blake Denman added that “posts starting to show in the ‘Explore’ tab” signal an emphasis on full-funnel content marketing. Being visible and engaging potential customers at various stages of their buyer journey will be essential.
Monetization and Local Services Ads
As the lines between organic and paid search blur, the monetization of Google My Business is on the rise. Experts are predicting a significant push for Local Services Ads (LSAs) across various industries, from insurance to healthcare. Joy Hawkins, Owner of Sterling Sky, remarked, “Next year, Google will make an aggressive push to get Local Service Ads expanded to many other verticals.”
With these shifts come changes in user behavior. Ben Fisher highlighted that “the quality of LSA leads will also go down as more merchants get involved and spam the program.” As businesses embrace the power of LSAs, the competition will only intensify.
Looking Ahead
The future of local SEO is full of exciting possibilities and challenges. As we step into 2021, the mantra is clear: optimize, engage, and adapt. Your Google My Business profile is not just a listing; it’s a dynamic tool that requires your attention and care.
At GMB Fox, we’re committed to helping businesses navigate these changes with confidence. In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comments