Local SEO
Citations & Listings, Reviews, Google Business Profile
By GMB Fox Team
Local SEO is changing—fast. If you’re managing Google Business Profiles (GBP) for yourself or clients, you’ve probably noticed some wild updates, shifts in tactics, and some “wait, what?” moments. Well, that’s why you need to know what’s really going on. We’re breaking down the insights from local SEO experts like Ben Fisher, Joy Hawkins, and Amanda Jordan, who joined the recent State of Local Search 2022 webinar. Whether it’s the latest GBP features or algorithm shakeups, we’ve got the scoop to make sure you’re ahead of the game.
Let’s get into it.
What Did 2021 Teach Us About Local Search?
“Don’t sleep on updating your Google Business Profile!”
This is not the time to get lazy with your GBP. Amanda Jordan from RicketyRoo nailed it when she said, “Make sure you use every feature, good quality photos, respond to reviews, use the Q&A section, and use GBP as a more holistic approach to finding more customers, not just ranking!”
GBP is no longer just a set-it-and-forget-it thing. The features are expanding—think posts, bookings, product listings, and even virtual care options. The more you engage, the better your visibility. So, keep it fresh, or lose out to your competitors.
Niching Down Can Be a Game-Changer
Joy Hawkins from Sterling Sky shared a golden nugget for agencies: "I made a decision for my agency to not take on clients in every industry. It’s easier to analyze trends and strategies when you have lots of businesses to look at in the same vertical."
If you focus on a specific niche, you can dominate that vertical. It becomes easier to spot trends and leverage data from one client to help another. So, if you're handling local SEO for multiple industries, maybe it’s time to double down on a few core verticals.
Unexpected Trends in 2021
Photos Are More Important Than You Think
Joy highlighted that Google is showing photos in more results, including mobile searches, ads, and Local Service Ads (LSAs). And guess what? These images impact rankings and conversions. “Photos can impact your rankings and conversions, so we’ve increased the importance of photos in the tactics we use.”
Don’t overlook this. Great visuals can make your profile more clickable, which in turn could boost your ranking. Time to invest in some pro photography.
Technical SEO is Still a Must
Amanda reminded us not to get lost in GBP and forget about your website’s technical health. “It’s easy for Local SEOs to get too bogged down in content and GBP and miss crucial things on their website like internal linking and location pages.”
Make sure your website isn’t just a pretty face. Focus on solid internal linking, ensure your location pages are optimized, and make your service pages shine.
The “Vicinity Update” – What’s That About?
Ah, the Vicinity Update. Ben Fisher from Steady Demand noted a 50/50 split in how keywords correlate with this update. “We’ve seen clients rebrand with keywords in their business names and crush their competitors.” But before you go stuffing keywords into your GBP name, test it out. Some are seeing huge wins, while others are facing penalties.
If you're brave enough to test, you might just find a shortcut to top rankings—but be ready to pivot if Google slaps you down.
What Drives Local Search Success in 2022?
Here are the three biggies, straight from the experts:
1. Pivot or Perish
Amanda Jordan emphasizes the need to adapt. “Being able to pivot based on updates and changes in user behavior is the biggest thing for SEOs this year.” Whether Google is tweaking its algorithms or users are behaving differently, those who can shift gears quickly will win.
2. Reviews, Reviews, Reviews
No surprise here—reviews are a local SEO essential. Ben Fisher and Amanda both stress the importance of building a solid review strategy. Reviews aren’t just for social proof anymore; they’re ranking signals. Keep those 5-stars rolling in and respond to each one like a pro.
3. Long-Tail Keywords = Gold Mine
Joy Hawkins is obsessed with long-tail keywords, and for good reason. “If you’re a plumber trying to rank for ‘plumber Denver,’ good luck competing for that. But if you go after long-tail opportunities, this is where strategy works well and quickly.”
Find those untapped keywords your competitors aren’t targeting yet, and capitalize on them. That’s where the real wins are.
Final Thoughts
2022 is going to be all about being nimble, understanding your niche, and maximizing every feature of your GBP. The experts are clear—keep your profile updated, experiment with what works, and always be ready to adapt.
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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