In the ever-evolving world of local SEO, 2015 brought major shifts that impacted businesses everywhere. From algorithm updates to new tools, the digital landscape made one thing clear: visibility is everything. If you're not showing up locally, you're missing out—big time. Let’s dive into the top highlights from 2015 that reshaped how local businesses get found.
January: New Year, New Marketing Spend
BrightLocal's 2014 survey revealed that 37% of SMBs planned to increase their internet marketing budgets in 2015, with a strong belief in its effectiveness. It showed a growing trend—small businesses were waking up to the reality that online visibility wasn't optional; it was critical. By investing more in SEO, businesses aimed to capture more leads and stay competitive. As Seth Godin once said, "Marketing is no longer about the stuff you make but the stories you tell."
February: Google My Business Takes Photos Seriously
February brought big news: Google My Business updated its photo options. This allowed businesses to control which images appeared when people searched for them. Visual content became the new frontier for local businesses looking to make a stronger first impression. Remember, when a potential customer searches for your business, your online photo is your digital handshake—make it count.
March: Mobile Takes the Lead in Local Search
In March, mobile overtook desktop for local information searches. A report from the Local Search Association found that more users were searching for local businesses on mobile than ever before. Think about it: when you're on the go, your phone is your lifeline. If your business isn’t optimized for mobile, you’re leaving money on the table.
April: Mobile-Friendly Algorithm—A Game Changer
On April 21st, Google launched its mobile-friendly algorithm update, aka "Mobilegeddon." Websites that weren’t optimized for mobile devices started to feel the pinch in their rankings. Local businesses with mobile-responsive sites thrived, while others scrambled to keep up. If you’re still not mobile-friendly, you’re behind the curve.
August: The 7-Pack Becomes the 3-Pack
Perhaps one of the most impactful changes for local businesses came in August when Google reduced its local results from a 7-pack to a 3-pack. Suddenly, competition for those coveted top three spots got fierce. Businesses realized that showing up wasn’t just enough—they had to dominate. This move solidified the importance of nailing your local SEO strategy if you wanted to be seen by customers.
December: Online Reviews Dominate Consumer Decision-Making
To close out the year, BrightLocal's Local Consumer Review Survey showed that 92% of consumers now read online reviews for local businesses. The takeaway? Reviews are no longer just "nice to have"—they’re essential. A staggering 40% of people form an opinion after reading just 1-3 reviews. Your reputation online isn't something you can afford to neglect anymore.
2015 was a year of major changes in local SEO, and if we learned anything, it’s this: your business needs to be where your customers are—whether that’s on mobile, in search results, or in the glowing reviews they read.
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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