Every year, local SEOs dive headfirst into the realm of predictions, trying to forecast what’s next for local search. It’s a bit like trying to catch smoke with your bare hands—sometimes you get it right, and other times, it just slips through your fingers. Now, let's take a stroll down memory lane and see how the local SEO predictions for 2014 fared.
National Brands Embrace Local
Prediction: National companies would start to focus more on local strategies, driven by increased competition and keyword saturation.
Reality Check: Sure, some national brands began shifting their focus, but many still stumbled in execution. As Jared Del Prete pointed out, “Many retail enterprises struggle with data management and profile listings management.” Without proper data practices, even the biggest names can flounder in local search.
The Google Pigeon update in July added fuel to this fire, making it tougher for larger brands to rank well in local searches. As Andrew Shotland noted, this update narrowed the radius for local search results, making it a challenging landscape for those big retail players.
The Hummingbird Effect: Content is Still King
Prediction: Valuable, informative content would become paramount for local businesses aiming to rank high in search results.
Verdict: This one is clear as day. With the introduction of Hummingbird in October 2013, Google became a master at delivering relevant answers to search queries. Content was and still is crucial; “Content is king” is not just a catchy phrase—it’s a reality that local businesses must embrace.
Social Signals Gain Traction
Prediction: Social signals would play a larger role in Google’s algorithms, prompting local SEOs to enhance their social presence.
Reality: While social signals didn’t revolutionize rankings overnight, they did become important in establishing authority. According to the 2014 Local Search Ranking Factors, social signals and reviews accounted for about 16% of ranking factors. Myles Anderson emphasized, “Google doesn’t entirely trust social signals as they can be easily gamed.” So while they’re part of the puzzle, they aren’t the magic bullet.
Mobile Optimization: The Year of Mobile (Again)
Prediction: Mobile-optimized websites would be crucial for visibility, and businesses neglecting this would face penalties.
Reality: If there’s one thing we learned, it’s that every year seems to be “the year of mobile.” Google’s introduction of a mobile-friendly label and a test tool confirmed that optimizing for mobile was essential. This isn’t just a trend; it’s a must-have for any business wanting to be seen in 2024.
The Rise of Reviews
Prediction: The increase in Google+ accounts would lead to more reviews, enhancing their importance in local search.
Reality: Bingo! Google My Business launched, allowing businesses to manage reviews more effectively. The 2014 Local Consumer Review Survey revealed that 88% of consumers trust online reviews as much as personal recommendations. In this age of digital decision-making, reviews matter more than ever.
The Authors’ Authority
Prediction: Google authorship would gain importance, linking content more closely with its creators.
Reality: This one took a different turn. By mid-2014, Google removed authorship photos and de-emphasized its importance, stating that it didn’t provide the value they hoped for. Lesson learned: the digital landscape is constantly evolving, and adaptability is key.
Structured Data: An Ongoing Essential
Prediction: Schema markup would become vital for visibility in search results.
Verdict: This is still a critical aspect of local SEO. As search methods diversify, marking up content helps Google understand and trust your information, enhancing your chances of ranking well.
The Illusion of Fake Reviews
Prediction: Google would clamp down on fake reviews, leading to their demise.
Reality: Not quite. While actions were taken against fake reviews, they’re still a persistent problem. As Mike Blumenthal stated, “Fake reviews are illegal plain and simple.” The battle continues, and authenticity remains the holy grail in customer reviews.
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