As we kick off 2024, the landscape of local marketing is poised for another whirlwind of changes. If you thought 2023 was packed with updates, innovations, and the occasional curveball, just wait—2024 is set to be a year of transformation. From the rise of AI to shifts in how we approach Google Business Profiles (GBP), we’ve tapped into the brains of industry leaders to bring you the top predictions for the year ahead.
The AI Revolution: More Than Just a Buzzword
Ben Fisher, Founder and VP of Marketing at Steady Demand, is betting big on AI. And let's face it, AI is no longer the stuff of sci-fi—it’s here, and it's reshaping how we do marketing. “Expect personalization on steroids,” says Fisher. AI will dig through mountains of data to craft content that hits your audience right where it counts. Imagine content that feels like it was made just for you—that’s the power of AI.
But it’s not just about content. Fisher predicts that AI will fuel the rise of Answer Engine Optimization (AEO)—optimizing for quick, direct answers that land you those coveted zero-click searches. “Someone will start to crack the code of AI SEO,” he says. Get ready for an arms race in AI tools as big tech throws money at video, audio, and who knows what else to supercharge SEO strategies.
However, while AI is set to revolutionize the way we work, don’t forget the human touch. Fisher emphasizes, “Content will remain king; editors will be needed.” AI might be able to pump out content at lightning speed, but it’s the editors who will ensure that content is top-notch.
Authenticity Is the New SEO Gold
In 2024, it’s not just about keywords—it’s about creating rich, authentic content that truly engages customers. Krystal Taing, Solutions Engineer at Uberall, believes that businesses need to go beyond mere optimization. “It’s about captivating and fulfilling the needs of potential customers,” she says. Think high-quality visuals, immersive videos, and detailed service info that make your business stand out in local search results.
On a similar note, Joy Hawkins, Owner of Sterling Sky, predicts that Google will continue to reward businesses that produce genuine user-generated content. With the rise of AI-written content and fake reviews, authenticity will be a key differentiator. “Google will reward businesses who publish new things that aren’t already on the internet,” Hawkins notes.
For Elizabeth Linder, SEO Strategist at Kick Point, the focus is on visual content. With AI-generated images on the rise, real, high-quality visuals will help build trust and drive conversions, especially for local businesses like restaurants, hotels, and retail stores.
The Changing Face of Local SERPs and GBP
Expect some major shifts in local search engine results pages (SERPs) and how Google Business Profiles function. Dayna Lucio, Strategist at Amsive Digital, sees 2024 as a year of change, with new features being tested and more AI integration into search results. “I think we might continue to see changes to GBP features and maybe the way businesses can present themselves on the platform,” Lucio says. Real customer reviews will continue to be a critical factor in differentiating businesses.
Claire Carlile, Local SEO Expert at BrightLocal, echoes this sentiment, predicting that the foundational principles of good marketing will hold true even as AI and new technologies evolve. “Monitor your business’s relevant SERPs, for the relevant terms, from the relevant locations,” she advises. The key is to stay nimble and adapt to changes as they come.
Linder also points out the ongoing importance of focusing on high-quality, relevant content. “Focusing on targeting users who are more likely to convert rather than solely chasing rankings is going to be more helpful to local businesses in the long run,” she says. In other words, it’s not just about being seen—it’s about being chosen.
Local Services Ads: The Disruptor on the Horizon
Crystal Horton, Local Service Ads & Google Product Expert at Crystal Horton Digital, warns that Local Services Ads (LSAs) will continue to push organic results further down the page. To stay competitive, businesses will need to focus on long-tail keywords and optimize for organic traffic. LSAs are here to stay, and they’re going to be a game-changer in local search.
Here’s to an Exciting 2024
With AI advancements, a renewed focus on authenticity, and changes to local SERPs, 2024 is shaping up to be a year of innovation in local marketing. As always, the key to success will be staying ahead of the curve and being ready to adapt to whatever changes come your way.
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.
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