How to Improve Organic Clickthrough for Your Content

Google search result pages are becoming more diverse and even interactive, which makes any clickthrough study out there much less reliable, because no two sets of search results are the same.

But how much control do writers and content creators have over how their content is represented in search? As it turns out, they do have quite a few options when it comes to optimizing their search snippets!

The anatomy of a standard search snippet

The standard Google search snippet has changed over the years, but in essence all the key elements are still there:

• The clickable title or headline of the snippet (in blue)

• The description of that page (about two lines long — it was lengthened for no particular reason a few years ago, but now seems to be back to two lines)

• The URL path (used to be in green, now it is black)

On a mobile device, there’s also a tiny logo next to the URL:

Here’s how much control you have over these standard elements of your search snippet (in the order they currently appear):

Logo

Google will use your site favicon when deciding which image to show next to your URL. This means that you have full control over this part of the search snippet.

URL path

These days, Google will do its best to show the meaningful URL path (almost like a breadcrumb) instead of simply the URL of the page. This consists of:

• The domain: I don’t have any research to support this, but I personally always scan domain names when choosing what to click. That being said, your choice of a domain name may somewhat impact your clickthrough (if you do a particularly good job picking a snappy domain name that intrigues) and you do have full control over this part of the snippet. Tools like Namify specialize in finding exactly that type of domains that are short, memorable, and witty.

• The breadcrumb or the truncated URL: You can use breadcrumb schema to force Google to use breadcrumb instead of the URL, and watch your Search Console to see if that helped clickthrough:

Title

Google used to rely on the page title to generate the title of the search snippet, but it has been rewriting that part more and more often recently.

That being said, it is still recommended to optimize your title to include keywords and entice more clicks — and hope Google will keep it intact.

Description

Google has been generating the search snippet description for years without using the associated meta description: recent studies show that Google ignores meta descriptions in about 70% of cases.

You may still want to create meta descriptions in case Google needs some clues, but expect them to figure this part out on their own.

Another way to try and trick Google into using your chosen snippet description is to create concise summaries of the content and add it at the beginning of the article. Using semantic analysis tools like Text Optimizer, you can also ensure these summaries are semantically relevant to the topic:

Now, let’s see how we can enhance that standard search snippet to let it stand out and attract more clicks.

Rich snippets for content-based pages

Rich snippets are search snippets enhanced with some additional details. Web publishers can control rich snippets by adding schema markup, so they are thus under website owners’ control.

Here are the types of rich snippets that will work for content-based pages:

FAQ page

Your page doesn’t have to be FAQ to qualify for this rich snippet. All you need to do is answer two or more subsequent questions somewhere on that page to use the code. There are several Wordpress plugins — including this one — that help you code that section.

HowTo schema

The HowTo schema was introduced for the DIY niche as a way to feature snippets that include step-by-step instructions.

These days, I see HowTo rich snippets implemented for just about any tutorial:

Video schema

More often than not, these rich snippets show up only on mobile devices, but they seem to be very common. A video rich snippet includes a video thumbnail:

Video schema will help you ensure the rich snippet is indeed generated, although I’ve seen dozens of cases when Google creates a rich snippet once you simply embed a video on the page, no schema required.

That being said, using the rich code won’t hurt, especially given there’s an easy video schema generator for you to create a code easily.

Structured snippets

Structured snippets are less popular than rich snippets, even though they are very common on search.

Structured snippets import tabular data to formulate a more informative search snippet:

All it takes to qualify for this type of a snippet is to create an HTML table. It is a good idea to use tables for summaries, feature comparisons, lists, etc.

Image thumbnails

Image thumbnails are very rare on desktop. Yet on mobile devices, images show up inside most search snippets:

There’s no particular optimization tactic here, but there are best practices that may or may not help:

• Obviously, make sure there’s at least one image on your landing page (make it featured on Wordpress).

• Compress your image to make it load faster.

• Specify the thumbnail using the meta tag.

Dates

Google shows dates within a search snippet when they think this may be useful to a searcher. Obviously, dates may have a big impact on clicking patterns: Based on the research by Ignite Visibility, about half of searchers claim that dates in search snippets are either “important” or “very important” clickthrough factors.

• People may feel willing to click on a search snippet with a more recent date.

• They can scroll past an older date even when the page ranks on top.

Google has clear guidelines as to how web publishers can keep those dates fresh:

• Don’t try to hide dates, because they are useful.

• When updating a piece, re-publish it on a new date only when you’ve basically rewritten it.(I.e., don’t redirect, better to update the old piece and change the publish date).

• Include an “Updated on” note on top of the article if you updated it (Google will pick up on that date).

• Using schema “datePublished” and “dateModified” is not required but will be helpful.

Google will understand all of the following date formats:

• Published December 4, 2019

• Posted Dec 4, 2020

• Last updated: Dec 14, 2018

• Updated Dec 14, 2021 8pm ET

Mini sitelinks

Mini sitelinks are probably the most unpredictable element of a search snippet. Google may randomly pick links from navigation, tag, or category links, etc. There’s also no way to tell Google they made a poor choice.

Unlike sitelinks, which usually show up for the top-ranking result and mostly for branded searches, mini sitelinks can be generated for just about any result out there.

Mini sitelinks represent a very useful feature, though, because they increase your odds that your search snippet will get a click (by adding more clickable links to your snippet).

One way to increase your chances that Google will show mini sitelinks within your search snippet is to use an on-page table of contents (which is powered by HTML anchor links).

Here’s an example of the table of contents:

And here are the mini sitelinks they generate:

Featured snippets

As of January 2020, featured snippets were officially considered the #1 organic result (previously they were “position zero” — appearing before the top organic result).

It still remains a big question whether they get clicked more than “normal looking” search results, or whether they are comprehensive enough to get fewer clicks. However, recent research suggests they’re still important for SEO.

With that being said, featured snippets are not easy to predict, but if you choose to optimize for them, be sure to check my older Moz column that is still very valid: How to Optimize for Featured Snippets. Just don’t forget to monitor your clickthrough to ensure getting featured didn’t hurt.

Indented results

Showing intended results is a relatively new trend. So far it is not clear how exactly to get that type of search snippet, but you can track them in tools like STAT.

Complementing your product page with how-to content on the same topic may be a good idea (Google may decide to rank both as indented results). At least this is something to experiment with.

Monitoring and measuring

While rank monitoring is pretty straightforward, this kind of optimization is harder to monitor because your rankings remain the same. Here are two tools you can use:

1. Google Search Console

Google Search Console provides clear clickthrough data that can help you signal of positive or negative impact of your optimization efforts:

In the Performance tab, click in the date range filter (it usually defaults to three months), go to “Compare” tab and select “Compare last 3 months year over year”:

From there, you can click to “Pages” or “Queries” tab to identify pages or search queries that have lost organic traffic from the past year (especially if there was no substantial position change):

2. WebCEO

WebCEO provides a more convenient way to keep an eye on your keywords that are losing clicks. The tool has a separate tag and a notification system alerting you of any queries that see a decline in clicks:

3. Visualping

Another useful tool here is Visualping that you can set to monitor your exact search snippet to be alerted when it changes:

This is a great way to correlate your optimization with the actual change that happened (and then clickthrough change).

Using SiteChecker’s website monitoring tool you can also monitor your competitors’ pages and correlate their edits to an improved search snippet:

Conclusion

Whether it is good or bad news, organic traffic is no longer about rankings. In fact, you may well be ranking #1 (i.e. get featured) and notice a decrease in clickthrough once your page is promoted. But, you can experiment with all kinds of ways to improve your organic clickthrough without investing more into your rankings, even though organic CTR is much harder to predict these days.

Adding STAT Reports to Google Sheets Using App Scripts

The team at MacMillan Search has generated a lot of value by combining automated STAT reports with Google Sheets. From adding ranking details to other tool’s outputs, to giving the content teams up-to-date “People Also Ask” reports, the end result has proven to be a great time-saver in our week-to-week SEO workflows by reducing manual work and providing standard outputs that easily integrate with any spreadsheet.

Why did we create this script?

STAT’s wealth of keyword rankings details is very useful for enterprise SEOs to understand both the macro and micro details of their rankings. Google Sheets is one of the most common cloud-based spreadsheets platforms, and is easy to share between teams and organizations. That’s why SEOs use both of these tools regularly when analyzing keyword data.

Despite this, documentation on how to integrate STAT into Google Sheets is limited. To address this gap, we created our own script!

It’s proven useful for several reasons:

1. Not everyone likes CSVs: We leverage the STAT reports to provide clients with direction. Having to download a CSV and open it every week isn’t for everyone. With this script, you can set a weekly ticket with a link to the spreadsheet, and review the output regularly.

2. It saved us time: SEO is a marathon, not a sprint. When we identify an opportunity, there is ongoing work that will have us reviewing reports regularly. The weekly ticket approach to review a spreadsheet shaves some time off of each task, and over the course of the engagement, this saved time adds up.

3. Cleaner output: Using Vlookups, Uniques, etc., you can create a summary page of this information, highlighting what clients and/or readers care about. You can also integrate this information with other data sources.

4. Create automation without using an API: Automation, when done correctly, saves time. Using this script with triggers opens the door to automation.

How to implement this script

1) Create a report in STAT

The STAT knowledge base has a great resource on reports. The only thing we would get specific on is the naming of the report and the recipient email.

Naming

What you name your report is not as important as keeping it clear and concise. This makes scaling to other projects with similar reports cleaner and easier. You will also use this report name as one of the variables in the scripts.

We also suggest placing the company or project name at the end of the report name in parentheses (e.g. “(MacMillan Search)”). This makes it easier to find the report in your email.

Recipient email

It’s important to use a Gmail-enabled email for the account where you’ll be building the sheet. This way, Google has an easier time getting the app script to extract the CSV from the email.

Scheduling

For our clients, weekly data is the most useful — enough detail to spot trends, but not so much that it becomes just noise to be ignored. For reports with limited fluctuations (e.g. People Also Ask), monthly might be satisfactory.

Timing

Select “Run this report immediately” to confirm that your report works, right after creating the script. This way, you’re ready to set your triggers and let the data flow.

The rest of the settings are specific to what details you want from your report.

2) Create a Google Sheet and add the script

Create a new sheet in Google Drive under the account associated with your report’s recipient email. Then you’re ready to add the script:

1. Under the menu “Tools”, select “<> Script editor”

2. Paste the script below into the “Script editor”.

3. A few things will need to be edited to work with your data:

• var COMPANY_NAME updated to the company or project name you used while creating the STAT Report

• var REPORT_NAME updated to the name of your report minus the company name and parentheses

• var SHEET_NAME updated to the name of the sheet in the spreadsheet

4. Confirm the Script works by saving it, refreshing the sheet, and when the menu “Manual Update” loads, select “Import Keywords”.

5. The first time you run this you will get an “Authorization Required” pop-up:

Select “Continue”, follow the steps, and select “Import Keywords” under the menu again.

Your spreadsheet should now be populated with all of the details from your CSV.

3) Automate the population with triggers

Setting this sheet up to automatically update as the report comes out is very easy using Apps Script “Triggers”. To set up the triggers:

1. Go back into the “Script Editor”

2. Select the “alarm” icon “Triggers”

3. Select “Add Trigger”

4. Select the function “importKws”

5. Select event source “Time-driven”

6. Select type of time-based trigger “Week Timer” for weekly reports, “Month Timer” for monthly reports, etc.

7. In our time zone, our reports usually come out late Sunday, so we pick early Monday morning:

8. Click “Save”

The result is a spreadsheet that regularly updates, populated by an emailed STAT report.

We’ve found many uses for this script — anywhere we reference rank. And, since a project might take time to get implemented, we can provide current ranking information without leveraging the API.

We’re curious to learn how you leverage it as well. If you find the script useful, reach out to us on LinkedIn and let us know what you’re using it for.

Click here to copy the script! 

22 Smart Google SEO Tips for 2022

We're back with a brand new season of Whiteboard Friday episodes for your viewing pleasure. First up: SEO expert Cyrus Shepard shares his top 22 tips for successful Google SEO in 2022. Watch to find out what to prioritize and what to look out for in the year ahead!

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday, a very special edition, our annual SEO tips of the year edition. This year it is 22 smart SEO tips for 2022. I'm going to be talking about some of the most talked about things in the SEO industry over the past year plus a few tips from last year that we wanted to pull over because they were just that important.

Because we've got 22 of them and we don't want this video to take forever, we're going to be going through these pretty quick, but for you we've linked to some resources in the transcript below so you can explore all of these topics further if you want. All right. Without further ado, let's get started. 

On-page SEO tips for 2022

1. A/B testing

I'm going to start with some on-page topics. Tip number one, A/B testing or simply testing.

We've seen a lot more testing tools pop up in the last couple of years, which is awesome because SEO is not make a decision and implement it and you're done. SEO is implement, evaluate, and then make decisions or sometimes course corrections.

Is this something we need to pull back? Did C perform better than D? Which one would we choose? All the tips we're talking about today can apply to this testing mentality. SEO is incredibly complex, and the old-school idea of best practices just doesn't cut it anymore. So in '22, develop a testing mentality with your SEO.

2. Author pages

Number two, author pages. I really love this because Google this year updated some of their advice around author pages and their schema markup. It's an important part of my strategy and a lot of websites that I use. A good quality author page helps Google evaluate your authors, which can be used for E-A-T and other things, and helps link them with their expertise.

So linking your articles to a good author page usually includes links to other websites, author profiles, links to the articles they wrote, some biographical information. It can help establish your authors as expertise in a certain space. So take a look at your author pages and try to improve them and make this a task. 

3. Google title rewrites

Google title rewrites, number three. I don't think there is any topic more discussed in 2022 than Google rewriting titles. A lot of studies, including one I did, showing Google rewriting 60%, 70% or 80% of a site's titles. It can be frustrating. But what we're finding is a lot of people aren't evaluating those Google title rewrites. When you do, you can learn a lot about your own titles.

Why is Google rewriting it? Is my title too long? Am I missing important keywords? Do I have fluff in there that Google doesn't like? Or in some cases you can go back and try to correct the title that Google rewrote if they're doing just a terrible job. So Google title rewriting, do an audit of those Google titles and learn what you can do.

5. Nuke the "fluff"

Speaking of fluff, this may be the year that you want to nuke the SEO fluff. You know what I'm talking about with SEO fluff. It's those flowery keywords. It's those descriptions and it's recipe pages. "Oh, I was walking along the Irish countryside thinking about my bread and biscuits." That is your fluff. We're finding that it may not be necessary, and it may even be detrimental to your SEO.

Glenn Gabe wrote a great case study where they reduced a lot of their fluff on category descriptions and they actually saw an increase. Google is removing fluff from title tags. So this marketing, flowery, SEO writing stuff, it may not be helping you, and, in fact, it may be hurting you. Today Google is rewarding sites or seems to be rewarding sites that provide quick answers and more direct engagement.

Better engagement, it's usually better for your customers as well. So experiment with losing the fluff in 2022. 

5. FAQ schema

Number five, FAQ schema. So last year we talked a lot about different schema types, how-to schema, FAQ scheme, different things. If there was a clear winner in 2022, it was FAQ. The reason FAQ is the winner is because so many sites can qualify for it, it's easy to implement, and if you win a FAQ schema in SERPs, you can gain a lot of Google real estate.

So there are a lot of articles that talk about how to optimize for FAQs. You can get links, deep links in FAQs. There are a lot of things you can do. We'll link to those in the transcript below. But take a look at your FAQ schema if you're not currently using it: 

• How to Optimize Your FAQ Schema to Maximize Positive Outcomes
• What Google’s FAQ Schema Update Means For Your SEO Strategy

6. Tabbed content

Last year we talked about tabbed content, bringing your content that is in tabs, in navigation and bringing it out. This year, we're getting a little more advanced.

Our friends at Merj did a study about types of tabbed content and how easily Google can extract and render and index different tabbed content. So if you still have content in tabs, it doesn't necessarily mean you have to take everything out, but you should research if Google is able to index and rank those appropriately. There are better resources this year to try to do that.

So take a look at your tabbed content. 

7. Faceted navigation

Along the same lines, faceted navigation. We've been talking about faceted navigation for years, but this is the year to get a little more strategic with it. In certain ways, faceted navigation has always been like a set of rules, like if it has green dress, we are not going to index this or crawl it, but if it is size 12 or higher, we will index it.

Today, smart SEOs are getting a lot more savvy about what they index, don't index, and crawl with faceted navigation, and these tools are becoming increasingly available for sites like WordPress and things like that, where you can actually look at the traffic each page receives and index, crawl, faceted navigation on a page by page level, and these broad rules aren't necessarily as necessary.

You can get down to the nitty-gritty and increase your traffic that way, with fine-grained tools. So both tabbed content and faceted navigation, old-school concepts, but we're getting much more sophisticated with them in 2022. 

Link building tips for 2022

All right, let's talk about everybody's favorite subject, links, because you need links to rank in SEO. But what a lot of smart SEOs know and talk about is you need links to rank in SEO, but you probably don't need as many as you think.

8. Internal link optimization

If you only have a few good external links, one of the best ways to leverage that is optimize your internal link optimization. We've seen a number of new tools and processes talking about internal link optimization. We're talking about pages that have too few links, under optimized anchor text, pages that have great opportunities that aren't ranking that should.

So if you haven't done an internal link optimization audit in a while, this is the year to do it and this is the way to leverage those internal links that you're getting. 

9. Deep linking

Speaking of which, deep linking. In the old days, if you linked to a page, you just linked to the URL. But we're seeing an increase in deep linking, linking to specific passages, text fragments, things like that, navigation, jump links.

This is increasingly becoming a popular strategy to get people deeper into the page and give Google and other search engines signals about very specific parts of pages. This seems relevant as Google has recently introduced passage ranking, where they're not just evaluating the whole page. They can understand individual passages as well.

So making deep linking part of your strategy, as opposed to just linking to the URL, seems to be a great way of moving forward. 

10. High ROI link building

High ROI link building. I watched a great presentation from Ross Simmonds this year, the Coolest Cool, on link building with assets and determining the ROI of each of them, because everything you build links with, whether it be a tool, a blog post, a free PDF, it has a cost and that cost has an ROI.

Ross found that certain things have higher ROIs than others. Tools have an incredibly high ROI, but they're also expensive to create. Pages with stats on them, not that expensive to create, but also a really high ROI. 

I'm going to link to that video. It might be a paid subscription. I apologize about that. But it's awesome. It was voted number one at MozCon. If you do link building, it's definitely worth watching and definitely worth the cost. High ROI link building, know the cost of everything you're producing and how much value you're getting out of it.

11. Reduce redirects

Let's go old school again. Our friend Nick LeRoy tweeted not too long ago about reducing redirects. This is really old school, but a lot of people are forgetting it these days. If you have a large site and you have thousands or millions of redirects all sending confusing signals, 301 jumps to a 302 jumps to a 404, what is that? 

Looking at your redirect chains and reducing them to a single redirect with a clear directive can help reduce canonicalization errors. It can improve crawling efficiency, and at scale it can influence your rankings. So if you have a large site or even a small site with a lot of redirects, this is the year you want to do a redirect audit. Get on it. Audit, on it.

12. SEO for affiliate links

How about SEO for affiliate links? We don't talk a lot about affiliate links here at Moz, and Google traditionally hasn't talked a lot about it either.

But this year we saw Google introduce specific guidance for affiliate sites, which is something they really haven't done before. Specifically for review sites, Google talking about what a good review looks like, talking about the good and the bad part of the product, the fact that you should link to multiple merchants so consumers have a choice.

We haven't seen this from Google before. So if you do SEO for affiliate sites, you do review sites, this is the year to review those Google documentations and make sure you're creating sites that Google rewards and actually following Google's guidance on it, which is something in past years I didn't think I would be able to say about that. So it's awesome to see.

Google SEO tips for 2022

13. Reputation research

All right, moving on to different topics, reputation research. My friend Lily Ray talks about reputation research a lot in terms of E-A-T. The idea that Google can evaluate your site based on what other people say about you. So if you're Dr. Mercola and an anti-vaxxer and everybody is saying all these terrible things about you on other websites, Google can disappear you from search.

Reviews, what are other websites saying about you in terms of reviews? Google quality raters often look at other websites to get reputation research, and it's supposedly believed that Google can do the same thing algorithmically. So making reputation research part of your SEO audit process, what are other sites saying about you, is it incredibly positive, is it incredibly negative, this is especially important for your money or your life sites, sites that are going to be more impacted by E-A-T algorithms.

So if you sell things or dispense medical advice, reputation research is a little bit more important for those sites. 

14. Core Web Vitals — minimums

Boy, last year we talked about Core Web Vitals a lot. One of my happiest things is that we are talking about it much less. Google announced a big update. It was a big hooplala. It didn't quite work out the way Google kind of explained that it might.

What happened was Google released Core Web Vitals, and some sites saw a boost, other sites saw a decrease, but it wasn't as intense as we thought it might be. A lot of sites did improve. But we're finding in 2022 maybe we don't need to worry about it as much as we thought.

My colleague Tom Capper did a study that showed that slow sites were still ranking and fast sites were ranking even higher, but the effect wasn't as much. The one thing Tom did find though, that was important, was sites that failed all three Core Web Vital requirements were definitely in the dumps. So we should optimize for speed always, but perhaps in 2022 we don't need to obsess over it as much as possible, based on Google advice.

Speed is awesome. You should make your sites as fast as you can. But Core Web Vitals, don't sweat it as much as we were in 2021.

15. Ditch AMP?

Other things we might want to consider not sweating, AMP. 2021 was the year that we've seen a lot sites start to ditch their AMP. This is because Google no longer requires it as a ranking factor in their top stories. It does provide some speed benefits. It's kind of a neat technology. We know people who work on it. It's really cool. But a lot of companies were stressing out trying to maintain two different versions of their website to get that ranking boost. A lot of sites are starting to like, "Well, we don't want to have two different versions. It's a lot of overhead. It's a lot of engineers. What if we just got rid of it?"

They're finding it really doesn't make a difference. They can just work with one platform and still get as much rankings as they want. So if your company is struggling with AMP, this might be a year to experiment with ditching it. Or keep it if you like. It's great, but a lot of people seem to be walking away. 

16. Google Discover

On the flipside, a lot of people are flocking to Google Discover.

Google Discover is interesting. It's not traditional SEO traffic, where you research a keyword and people are converting. It's a little bit more like social media traffic. In fact, social media sharing seems to be one of the ranking factors that can influence how much traffic you get from Google Discover. 

But what we've seen in the last year is some publishers are optimizing for Google Discover, publishing those stories, and seeing huge amounts of traffic for that. Great for like news sites, blogs, popular things, things that talk about popular topics. 

We've gotten some Google Discover traffic here at Moz. We're going to link to a couple of articles to show you how to optimize for Google Discover. But if you haven't tried it yet, it may be a channel for you to explore in 2022. 

17. Local SEO GBP categories

We've got to squeeze in one local SEO tip. We're doing this for our friend Darren Shaw, who publishes the Local Search SEO Ranking Factors every year, doing an awesome job at it. If you have a local site and you just have five minutes to do one thing, the number one SEO tip for 2022, get your GBP categories in order. Ranking factors studies show that it is the number one thing that can influence rankings.

Do an audit of your Google Business Profile categories. Darren has a lot of tips over there with that Local SEO Ranking Factors. I would encourage you to look at it. Also Joy Hawkins is doing a lot with experimentations. I'd encourage you to look at her site as well. 

18. Favicon review

My tip, the tip that I'm going to die on this hill — favicon optimization. Why favicon optimization?

I talked about this last year, but I don't think people took me seriously enough. Over 50% of search results take place on a mobile phone where your favicon shows, and people are not optimizing those favicons. A good favicon can draw attention. It can zero you in on a very busy SERP, and it does it with just a few pixels.

A good favicon can raise your click-through conversion rate one or two percent, which is awesome. How does it work? What do you notice on this screen? You notice the tip with a favicon. A good favicon is usually bright, it's usually high contrast, and it draws your attention to your search results. So optimize your favicon, folks. I'm dying on that hill.

SEO career tips for 2022

All right. So I want to spend a few tips on talking about your SEO career, because I don't think we talk about this enough. What should you be learning this year, aside from Python because everybody loves Python? 

19. Learn GA4

This might be the year that you want to finally familiarize yourself with GA4. GA4 is the product that's replacing traditional Google Analytics.

You're going to see it in a lot more client accounts. It can be a little confusing to people. Some of the metrics aren't there. It's got some cool things in it admittedly, like they basically got rid of bounce rate and replaced it with engagement metrics, which is great because a lot of SEOs are a little too focused on bounce rate and engagement may be more representative, a holistic way that Google views your website.

Our friend Dana DiTomaso has a course on LinkedIn that you can check out. But familiarize yourself with GA4 so you can walk into those meetings and you can present those reports and know what you are talking about. 

20. Attend virtual conferences

Conferences. COVID moved a lot of conferences virtually online. People attended them.

A lot of people are getting burnt out on virtual conferences. But looking back at all the virtual conferences of 2021, there's some great value there. Here at Moz, we had MozCon. We had some tremendous speeches. It also makes it more affordable for people all over the world. Traditional conferences, you pay $1,000 to $2,000 just to attend the conference plus travel and all that.

But with virtual conferences, oftentimes they're free or just $100 or $200. You can attend virtually and focus on the content and the learning and advance your career, and do the networking, reach out to the speakers. There are lots of opportunities there. So I would commit in 2022 to attending two or three virtual conferences and make that part of your career advancement.

21. Charge more

Finally, the last tip on the career, charge more. 2022 is the year to charge more for your SEO services. Our friend John Doherty at Get Credo publishes his annual salary report or agency fee report. If you're an independent consultant or agent, you can check to see what you're charging compared to your peers.

But, in general, SEO services are in high demand all over the world, especially high-quality SEO services. The power is in your hands to charge what you are worth, not undermining yourself. If you're working in-house, it might be time to evaluate your salary and make sure you're getting paid what you deserve, especially if you're not getting paid as much as your colleagues or you're part of an underrepresented group.

Charge more in 2022. Make more money. 

And finally...

22. Be the last click

Final tip of 2022, this was the final tip of 2021. It's my favorite SEO tip of all time. Be the last click. That means satisfy your users. When someone is searching Google or any other search engine and they're presented with a list of results, they're clicking around, looking for what they want to be, make sure you are the last site that they click.

Why? Because when they clicked to your site, they found what they were looking for. You satisfied them so much that when they see your site again, you're going to be the first one that they click on because you gave them the answer. Provide awesome experiences for your users. Think of them first. Give them everything they want. Give Google no excuse not to rank you number one in the search result.

All right, 22 tips for 2022. That's all I've got. I would love to hear your tips. Please leave them in the comments below. Reach out to me on social media. If you liked this video, please share it. Thanks, everybody. It's been fun.

Video transcription by Speechpad.com

2022 Local SEO Success: The Year of Everywhere

“Everywhere!” is going to be the ebullient byword for approaching a brand new year of local search marketing with gusto. In 2022, the opportunity is there for local businesses to be everywhere customers are looking at a time when they are particularly open to change, whether that’s exploring new companies, testing new brands, or trying new modes of communication.

Public health, and its direct impacts on local businesses, will remain unpredictable. However, what’s as sure a bet as you’ll find anywhere these days is that if the companies you market can be found and liked by customers, you can significantly expand the number of neighbors you get to serve with care, compassion, and a commitment to making this a very good year for brick-and-mortar shops and SABs.

Let’s set you up for success with seven local SEO precepts for the year ahead, some expert commentary, and many signs of good things to come!

1. Converse with customers everywhere, with extra kindness

“What the world needs now, is love, sweet love.”

At that next meeting in which you are training staff who directly interact with your customers and clients, spend a minute listening to Ms. Warwick’s classic to get rooted in your deepest humanity and make a pact to bring these powerful feelings into every communication you have with the people you serve. We’re all going through so much these days, and even a few extra words of kindness can make the friendliest impression on a customer who could be sorely in need of being treated with respect and consideration.

The great news is that 2022 will offer the local brands you market a feast of options to make meaningful connections. To set the table, you should consider establishing all of the following mediums that make sense for the business and its customers:

• In-person

• Curbside messaging

• Home delivery messaging

• Text messaging

• Direct Messaging, including Google Messaging

• Live Chat

• Email

• Review responses

• Review requests

• Phone

• On-hold phone messaging

• Telemeetings

• Website forms

• Surveys

• Social media exchanges

• Post-transactional landing page messaging

• Call-to-action text

All of these can be managed with honoring language that conveys your appreciation of your customers.

Don’t forget that the plain-old copy on websites is meant to be the start of a conversation, too. One of the best local search marketing agency tips I heard in 2021 came from Near Media co-founder Mike Blumenthal who suggests checking out Riverside.fm because it solves the age-old dilemma of having clients who are great at talking about their industry expertise, but have difficulties writing about it. With this remarkable video recording service, you can efficiently record this type of client and then use the results to create both video and text content. Brilliant!

I’ll paraphrase Leadferno CEO Aaron Weiche in saying, “If you want to sell everywhere, you must converse everywhere,” and I can’t think of a better way to sum up how important it will be to talk well with your local community in 2022.

2. Look everywhere for supply chain gaps

I was heartened when 2021 began with half a million new businesses starting up, but I also felt an uneasiness about the system undergirding retail: the global and consolidated national supply chain.

Did it happen to you that when you couldn’t get name brand hand sanitizer in 2020, your need was fulfilled by a local distillery? Did it happen to you that you found a regional flour mill to put bread on your table, or someone on Etsy to sew you a cloth mask?

The pandemic exposes the results of the race-to-the-bottom economics which began around the time I was born; large US companies decided to outsource manufacture to whatever region offered the cheapest labor. Now, after watching even Amazon flounder to deliver goods to shoppers due to global supply chain chaos, some American economists are calling on the nation to reshore manufacturing.

There has never been another moment in my own lifetime so filled with opportunity for any entrepreneur who can step up locally, regionally, or nationally to fill supply chain gaps and provide reliable production of essential goods. That local Etsy sewist can make t-shirts that don’t rip apart after a year of wear, in keeping the emerging philosophy of buy less/use longer. That potter downtown can replace your imported dishes when they break. That olive oil, pasta, masa harina, peanut butter, and soy milk can be grown and produced from start to finish in the US, too, rather than imported at a carbon cost that’s become too high.

Pre-pandemic business models that may have passed their shelf life can be retooled by entrepreneurs who know how to produce essential goods or organize others with these skills, and your marketing savvy may be best employed in building yourself a niche in the local supply chain right now, when it is so clearly needed.

3. Build back green everywhere you can

Much as I support the concept of reshoring, I feel serious qualms about it, too, because it triggers in my brain the spectre of rising smokestacks, just when we are in critical need of new, sustainable production methodologies.

If 2021 was the year that you, your staff and your customers found life, business and norms completely disrupted by heatwaves, wildfires and floods, you know in your bones that we’ve reached the end of the fossil fuel road. It’s simply not sustainable to create a new national or local supply chain with the old energy sources that brought us Climate Change, nor can we, in good conscience, continue the practice of using poorer nations or the poorest parts of our own nations as the toxic dumping grounds of industry.

I often encounter the attitude that individuals can’t do anything to make a difference on climate and I’ve personally experienced this melancholy, but local businesses can collectively meet the 71% increase in searches for sustainable goods with a nearby supply chain which significantly reduces the 1 billion+ tons of carbon emitted by long-distance shipping. The closer to home we grow, make and sell goods, the better. Meanwhile, there are a range of other green practices available to nearly all local businesses and no shortage of ideas for greener startups.

Make 2022 the year your local business drafts a climate action-based policy and publicizes it on your website, your Google Business Profile via posts and description, your social feeds, your video media, and via local news. 92% of customers say they feel more trust in businesses that are environmentally and socially conscious; it’s a win for everyone to make your company that kind of business.

4. Make your website key to customers shopping everywhere

Google wants to be the “transaction layer of the Internet” and, right now, it’s free for the local businesses you market to facilitate virtual window shopping by adding products to your Google Business Profile and, in the US, to get your products featured in Google Shopping via the Merchant Center.

The trouble with Google, though, is that everything they offer you for free is something they can put a price tag on at any time, and renting your customers back from Google for any purchase is never going to be as strong a position for a company as owning those sales outright.

With the pandemic’s acceleration of e-commerce (a 39% increase happened this time last year) and local delivery (here to stay), it’s now a basic business investment to build shopping carts into local business websites. If you can, choose a strong product like Shopify that will distribute your inventory feeds to multiple channels for customers who are now shopping everywhere, including social sites like Instagram and Meta/Facebook.

However, while you are greeting customers with multi-platform shopping options, my advice is to make your website the central hub of all this activity, as much as you possibly can, most particularly for repeat transactions. Don’t let any third party offer an easier shopping experience, better support, or more information than your own website does. Make the user experience so good that one-off customers who found you elsewhere come directly to your site for their second purchase.

5. Look for good organic SEO teachers everywhere to strengthen your website

With links and on-page SEO consistently making up about one-third of the perceived factors that drive local pack rankings, 2022 is the year in which local business owners and their marketers should prioritize the acquisition of organic SEO education. Chances are, you already have your local SEO education well in hand, but to provide the kind of discoverable, usable experience that will bring people to your site and keep them coming back, organic SEO has become a must-have. It supports your local rankings and multiple stages of your customers’ journeys.

As with our own local SEO industry, the organic SEO industry is polluted with information that isn’t actually accurate or helpful. You need resources that act as good teachers. Here is my list of five free organic SEO learning assets here at Moz that are respected for their usefulness, simplicity and depth:

• The Beginner’s Guide to SEO

• The One-Hour Guide to SEO video series

• The Beginner’s Guide to Link Building

• How to Rank in Google master checklist

• The Web Developer’s SEO Cheat Sheet

Everyone learns best in their own way; socially follow generous organic SEO practitioners whose communications make the most sense to you and whose tips you find yield results. Two of my own favorite SEO teachers here at Moz are Dr. Peter J. Meyers and Tom Capper, and I tugged at their elbows to give me their predictions of the year ahead in organic SEO.

Pete says:

"Google is signaling their intent louder and louder these days, and that leaves us with a pretty boring answer about the future: "Expect more of the same." Google will continue to push the limits of what "organic" means and experiment aggressively with changes to keep ad dollars flowing. Passage indexing caused a lot of confusion in 2021, but I believe it's part of a broader push to repurpose content on the web. Combine that push with advances in NLP and the recent increase in title rewrites and the bottom line is that we will have less control of what appears in SERPs in 2022. This is going to require increasing awareness of how these changes impact CTR and search engagement and a renewed focus on controlling what we're able to control (and measuring the rest).

Pay close attention to core updates if post-pandemic consumer behavior shifts — including a return to brick-and-mortar commerce — as these may require manual intervention by Google in ML systems. If 2020-2021 taught us anything, it's that the world still drives Google more than Google drives the world."

Tom says:

"Title rewrites, continuous scroll, indented results... the back half of 2021 has shown that Google does not consider the SERP to be at all sacred. There's a willingness to change and experiment, even when (as with the title rewrites) the changes feel half-baked or amateurish. We should be ready for more of the same in 2022, especially with Google's talk of its MUM technology powering new and more complex result types. SEOs need to be open-minded and adaptable - sure, complain that these results are harder to measure and target than what went before, but make sure you're trying to win at the new game while you reminisce about the old one. At the same time, we should expect to see an increased harshness of Page Experience as a ranking factor, with Google quietly ramping up from the extremely conservative, slightly botched launch."

It’s a lot to absorb, but you can do it with good study habits over the next twelve months, and the comforting thought that even the best organic SEOs are continually learning.

6. Look at reviews everywhere for business intelligence more than rankings

For as long as online local business reviews have existed, the majority of industry discussion has been about how the ratings, number and text of reviews may impact local search engine rankings. It’s an important topic, but preoccupation with it can:

• Overlook that reviews are a primary vehicle for responsive customer service, just like SMS or email

• Contribute to business owners being the primary drivers of review fraud, buying fake positive reviews for their own brands and creating the reality in which nearly 11% of Google’s review base is fake, according to a landmark 2021 report by Greg Sterling.

• Obscure that reviews are a free ongoing source of direct consumer feedback which depicts the health of a local business and its major quality control issues, as in this important Near Media/GatherUp study demonstrating how inventory issues at Walmart correlated with a rise in consumer complaints being published as online reviews.

Make 2022 the year your reputation and reviews strategy focuses less on sheer numbers or ratings of reviews, and more on auditing and analyzing the sentiment within the overall review corpus. Moz Local customers will have the advantage of their dashboard pulling in reviews from multiple sources for basic sentiment analysis, highlighting trends in what customers are praising or blaming as the new year moves forward. Repeat mentions of topics like employee rudeness, long wait times, disappointment in products, incorrect citation information, communications barriers, or accessibility issues signal the need for structural fixes that could directly impact profitability, with all the mystery taken out of the matter by consumer candor.

Needless to say, 2022 should also be the year that any serious company bans the purchase of fraudulent reviews. A business will learn nothing useful about its performance from singing its own praises.

7. Look for silver linings everywhere and share them with your community

It can be a valiant act to fully face difficulties while choosing hope in hard times. If you make this choice in 2022, your honest yet optimistic communications can be of real service to your community. Here are three silver linings that could be coming our way in the year ahead:

New treatments for COVID-19 could come to the local rescue

While the pandemic didn’t alter the behavior of some groups, and other groups have been experimenting with their comfort zones in returning to activities outside the home, McKinsey has done a good job tracking the continued caution being exercised by about half of Americans. If 2022 realizes the rumored promise of a medication like Monulpiravir or Paxlovid, it will be the single most impactful difference between the new year and the last two. At the start of the pandemic, Kaiser estimated that about ⅓ of US adults risked serious outcomes if infected, due to their age and medical conditions. I can’t think of a more hopeful image than vaccinations and new COVID-19 treatments potentially enabling 90 million people to greet the world again in greater security.

Monopoly losses could be local business gains

Have you noticed that antitrust has become daily news and that even a short list of some of the recent investigations concerning monopoly is indicative of a shift in regulatory activity? There are two sources of potential good in this for small businesses. One, if governing bodies are willing to directly take on monopolies like Amazon and Walmart, it could directly create a fairer marketplace for local businesses. Two, and this is the aspect that interests me most, local businesses have the opportunity to ride the customer wave of anti-bigness that appears to be gathering momentum.

In this changing environment, being proud of being small can be speak to the aspirations of shoppers whom surveys indicate would be more committed to shopping locally as a result of the pandemic once it eases (82%), do so because they want to keep their money in the community (57%), and choose to shop nearby because of the unique product selection (61%). This will not be an easy road, particularly in the US, but I see hope in a shopping public that wants small-batch over mass-produced, is becoming educated about the detriment of monopoly on local economies, and that has a built-in feeling of loyalty to small businesses.

Regulated tech can support small businesses instead of undermining them

Check out Squarespace’s “everything to sell anything” suite and sign up to attend a virtual event hosted by the American Independent Business Alliance this year. Then take a moment to appreciate the wonder of just how simple it is becoming for any entrepreneur with a great local business idea to market their offering with immense sophistication while finding nearby support in a Buy Local association.

It’s never been easier to build a good, optimized website, shoot amazing photos and videos, get a shopping cart as facile as the big brands have, huddle with business peers for solidarity, and take all the other marketing steps that lead up to finally getting to talk 1:1 with a customer. That’s the point I hope we never lose sight of in local search marketing : everything we do is meant to connect people and increase the quality of life in local communities. If governments will do their job to protect economic and human diversity, we can do ours of making our towns and cities really fine places to live with accessible goods and services for everybody.

That’s the hope I’ll be taking into 2022, everywhere I go in the industry, and it’s an optimism I hope you feel and can share with all your clients and customers in the new year ahead!

Image credits: Ianqui Doodle, Detroit Derek Photography, KJBax, and Celeste Lindell.

Hit Me With Your Best Blogs: The Top 25 Moz Blogs of 2021

2021 was a big year for Moz: we joined the Ziff Davis family, held our second all-virtual MozCon, added a technical SEO certification to Moz Academy, released new and improved guides for topics like local SEO, link building, and Google Analytics, and launched exciting betas for Moz Pro — Performance Metrics and True Competitor. 

We also published 186 posts on the Moz Blog this year, and as is tradition, it's time to look back at the most popular ones! You’ll find Whiteboard Friday episodes, technical SEO insights, search engine updates, and tips for analytics, among several other topics. 

Enjoy this look-back, and have a safe and happy new year, Moz friends! See you in 2022. 

*The top 25 Moz Blog posts published between January 1 - December 28, 2021, in order by pageviews generated during that timeframe.

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1. 21 Smart Google SEO Tips

Author: Cyrus Shepard | Published: January 8, 2021

Moz SEO expert Cyrus Shepard shares his top 21 tips for successful Google SEO, including what to prioritize and what to look out for in the year(s) ahead. He's also included a bunch of helpful resources for your reference in the transcription!

2. The Definitive Guide to JavaScript SEO (2021 Edition)

Author: Pierce Brelinsky | Published: February 9, 2021

The web is in a golden age of front-end development. JavaScript and technical search engine optimization are experiencing a renaissance. In this article, Pierce Brelinsky of Go Fish Digital shows you how to optimize your JS-powered website for search in 2021 and beyond.

3. SEO Forecasting in Google Sheets

Author: Tom Capper | Published: February 1, 2021

After the success of a 2015 article in which he shared a free forecasting tool, Tom has created a new, free spreadsheet template to forecast how your SEO efforts will affect your site traffic. In this post, he shows you how it works and how to use it, and then how to build your own (better?) version.

4. UTM Tagging for Google My Business

Author: Claire Carlile | Published: August 6, 2021

Guest host and small business SEO expert Claire Carlile walks you through the what, why, where, which, and who of UTM tagging for your GMB profiles.

5. 3 Vital Click-Based Signals for SEO: First, Long, & Last

Author: Cyrus Shepard | Published: April 7, 2021

This post shows you how to optimize for click signals to improve your SEO, regardless of how Google might use them as a ranking signal.

6. When & How to Disavow Backlinks in 2021

Author: Tom Capper | Published: April 28, 2021

It’s been nearly nine years since Google rolled out its Disavow Tool. This guide covers how and when to use it, and the potential risks and benefits.

7. Beginner's Guide to Google My Business: What It Is, How To Use It, and Why

Author: Miriam Ellis | Published: March 15, 2021

Reference this simple, comprehensive guide to get off on the right foot with one of Google’s most important digital assets for local businesses.

8. 7 Emerging Technologies in SEO and Their Applications

Author: AbdulGaniy Shehu | Published: February 22, 2021

As an SEO professional, you need to know the latest industry trends to keep up with its ever-changing demands. In this post, you’ll find seven emerging technologies in the SEO industry, and how they impact your work as an SEO expert.

9. How to Calculate Your SEO ROI Using Google Analytics

Author: Adriana Stein | Published: September 6, 2021 

Measuring ROI for your SEO efforts involves two factors: KPIs and the cost of your current SEO campaigns. With GA, you can pinpoint where your audience is coming from, set goals to stay on track, and incorporate the most attractive keywords to rank better in search engines.

10. How to Write an SEO-Focused Content Brief Your Writers Will Love

Author: Kameron Jenkins | Published: February 10, 2021

The right content brief can help you maximize organic search traffic. Learn what to include in your content briefs, what to avoid, and tips for getting your writers bought in.

11. How to Explain Domain Authority to a Non-SEO

Author: Andy Crestodina | Published: February 19, 2021

Do you ever have to explain the importance of Domain Authority to clients or co-workers who have little or no SEO experience? If so, Andy Crestodina walks through how to get your message across successfully.

12. How to Measure the Quality of Your SEO Traffic Using Google Analytics

Author: Adriana Stein | Published: November 23, 2021

To get a better understanding of what’s considered “quality traffic”, we’ll look into various Google Analytics metrics that will help you create a rock solid SEO strategy.

13. 100% Free Technical SEO Site Audit Checklist (& Beyond)

Author: Cyrus Shepard | Published: June 7, 2021

Learn the tools and tactics you'll need to pinpoint technical issues on your site and turn them into wins for your users and your rankings with this free technical SEO checklist from Moz.

14. 7 Actually Smart Tips to Reduce Bounce Rate

Author: Cyrus Shepard | Published: March 26, 2021

Is a high bounce rate bad? The answer is: it depends, but yes, sometimes it can be. Is a high bounce rate bad for SEO? That’s where it gets a little more complicated. In this week’s episode of Whiteboard Friday, Cyrus gives you seven easy SEO tips to address your bounce rate, and increase engagement and satisfaction to make your users happier.

15. 9.5 Ways Google Rewrites Your Title Tags

Author: Dr. Pete Meyers | Published: August 31, 2021

In August, Google released a title rewrite update that may have left you feeling confused and more than a little frustrated. But why is Google rewriting titles, and what can we learn from it? Dr. Pete explored over 50,000 <title> tags to find out.

16. Featured Snippets Drop to Historic Lows

Author: Dr. Pete Meyers | Published: March 1, 2021

On February 19, MozCast measured a dramatic drop (40% day-over-day) in SERPs with Featured Snippets. This is the lowest prevalence rate of Featured Snippets in our data set since summer of 2015. What's driving the losses, and who is most affected?

Also be sure to read the follow-up piece from March 22: Featured Snippets: Not Gone, Just on Holiday (Apparently)

17. According to the Experts: 5 Technical SEO Trends to Watch in 2021

Author: Morgan McMurray | Published: March 9, 2021

To find out more about the current state of technical SEO we asked seven industry experts for their thoughts and advice. Here's what they had to say. 

18. Long Tail SEO in 2021: How You Can Have It All or Die Trying

Author: Dr. Pete Meyers | Published: April 21, 2021

Due to Google’s advancements in Natural Language Processing, the long tail of search has exploded. However, I will argue that NLP has also imploded the long tail, and understanding how and why may save our collective sanity.

19. 8 Unconventional Ways to Generate Qualified B2B Sales Leads

Author: Nadya Khoja | Published: January 18, 2021

It’s time to take an unconventional approach to lead generation, especially for B2B companies, because B2B is a different ballgame than B2C — and your strategies need to reflect your audience.

20. 6 Steps to Executing an Efficient SEO Clean-Up Strategy

Author: John Allen | Published: April 27, 2021

In this article, learn how to successfully execute an SEO clean-up strategy to ensure your site aligns with your business goals, keeps you in Google’s good books, and yields an excellent user experience for visitors and customers.

21. The Three Bosses of SEO

Author: Ola King | Published: September 10, 2021

In SEO, there are three main “bosses” with different needs: your business, your searchers, and your search engines. How do you answer to all of them?

22. The ROI of SEO

Author: Kavi Kardos | Published: October 15, 2021

Search marketers can't get our important work implemented if we can't prove that it's worth the investment to our higher-ups. With that in mind, Kavi Kardos gives you the numbers and the talking points you need to justify the return on investment of your SEO work.

23. How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Author: Lydia German | Published: January 27, 2021

The team at Tao Digital Marketing breaks down how they were able to go above and beyond for their client, Fleetcover, using four strategies that increased leads by 751%, keywords by 259%, and impressions by 535% — all with a small SEO budget.

24. Technical SEO Implementations to Increase the Impact of Your Link Building Campaigns

Author: Crystal Carter | Published: April 26, 2021

In this blog, examine some of the technical SEO strategies you can use for your site before, during, and after your link building campaigns in order to optimize the performance and long-term impact of each campaign.

25. Announcing the New Technical SEO Certification Series: What It Is & How to Get Certified

Author: Kavi Kardos | Published: February 2, 2021

The Moz Learning Team has put in many, many hours of work to develop a technically focused, in-depth training series that hones in on the nuts and bolts of technical SEO. We’re thrilled to announce the launch of the Technical SEO Certification Series through Moz Academy.

Local SEO Statistics that Tell Our Industry’s Story

What a gift it is that local SEOs put hours of research into facets of our industry and then freely share their findings! Today, I’m going to bundle the most important recent local search marketing statistics and survey takeaways into a single gift basket, which you can draw from when you need to create a compelling narrative which clients can quickly understand, demonstrate the value of a particular campaign to bosses and co-workers in order to get buy-in on an initiative, or even just explain to mystified friends and family what you do for a living. 

With sincere thanks to all the people cited in this column for your brilliant and useful work, here are my top local SEO stat picks that tell the story of our local SEO present and future.

Local search and localism are going strong! 

The stats

• Small Business Saturday 2021 saw record-high $23.3 billion spending in the US, with 70% of survey respondents saying American Express’ campaign inspires them to encourage their connections to shop small and independent. 

• There were 32.5 million independently-owned businesses in the US in 2021 with fewer than 500 employees and employing 46.8% of the private workforce. 81% of these firms are so small that they have no employees. 

• There are more than 6 million single-unit physical business locations and 1.8 million multi-unit physical business locations in the US.

• 69% of people say at least half of their searches have a local intent and 37% say more than two-thirds of their searches are local. 

• “Available near me” searches increased by 100% globally in 2020.

• 33% of searches result in a Google local pack being returned, based on a MozCast study of 10,000 keywords. 

• 88% of people say it’s important to be able to trust companies with which they transact and 67% trust businesses with physical locations more than virtual businesses. 

• 80% of Americans feel large corporations have too much influence on the economy. 

• 72% of Nextdoor users say they will patronize local businesses more if the pandemic ever ends.

The story 

Small local business is huge, people want to support it (citing access to unique products and keeping money in their own communities as major motivators), and Google sees search through a local lens because they know the location of most searchers. It’s hard to overstate just how prominent the local-digital connection has become in people’s lives and it’s smart to define a narrative that aligns with local community goals, given stated mistrust of large corporations and preference for SMBs .

Data says these local search marketing tactics are winners

The stats

• Throw the kitchen sink at your Google Business Profile. Businesses that make it into local packs enjoy a 100%+ increase in clicks and businesses in position two experience the most engagement. 

• The majority of surveyed local SEO practitioners say the primary category of your GBP influences local pack rank more than any other factor, so choose wisely. 

• Don’t let Google make you lose sight of your other local business listings. Having a citation on 31-40 other good platforms is the sweet spot, delivering an average visibility increase of 55-58%. 

• Reviews are your sales force. 87% of consumers read reviews. 

• Review management is core to customer service. Nearly half of consumers expect companies to respond to reviews in two days or less. Invest in software that lets you monitor your reviews across multiple platforms to minimize your response times.

• The majority of surveyed local SEO practitioners say your Google Business Profile’s rating influences conversions more than any other factor. Unsurprisingly, this means that perfecting customer satisfaction should be the core goal of all local business types.

• Email marketing yields the highest ROI of any form of publicity, can deliver six times more conversions than tweets, and is 40 times more likely to get noticed than what your company posts on Facebook.

• Phone training is a high priority. Calls to businesses via GBP increased 61% in the first half of 2020.

• 78% of consumers want to text with your business, so get your SMS program underway.

• Live chat usage increased 85% during the pandemic, resulting in a 200% increase in live chat-driven sales.

• Only 19% of brands are using video yet for customer service and only 32% are using it for sales. Your opportunity is tremendous here if you become an early adopter.

• Write your environmental and social policy this year. 60% of shoppers say they would change their purchasing habits to protect the Earth and 83% of young people want to patronize brands which align with their values. 

The story

Local SEO has become so diversified, but you can manage it with the right tools!  If a local business is approachable via many digital doors and delivers excellent customer service, it will show up in ratings and reviews, which then create a virtuous cycle of driving more visibility, clicks, and conversions. There is no smarter mindset for local search marketers and their clients than a customer-centric one.

Tales from the Local SEO workplace

The stats

• 70% of us saw marketing budget cuts in 2020 as a result of COVID 19%. Nevertheless, multiple studies, like this one from Obility, showed that clients who were able to continue investing in SEO saw substantial growth. It has been one heck of a rollercoaster ride for our industry.

• In 2020, half of our customers already knew they would be permanently keeping the new tech and strategies they scrambled to implement during the pandemic. I would expect this number to be higher as we bid 2021 goodbye. New developments are here to stay.

• Our clients have invested seriously in implementing digital shopping on their local business websites, but we are in the dissatisfactory scenario of Google hiding website links in 59% of local packs. Nevertheless, keep advising clients to double down on their sites and to feed, fight and flip Google.

• Google dominates our lives and the fates of our agency clients, but it’s estimated that Apple Maps may now have as many as a 100 million US users now, and many of us are keeping a close eye on its development.

• Because Amazon has captured 50% of US online spending, local SEOs here are also closely watching  FTC antitrust developments which could positively impact our small local business clients who have been fighting such a hard battle against monopolies.

• 60% of us are earning the same or more than the US median income,which is $57,456 for men and, scandalously, only $47,299 for women working full time. Only 19% of us are making over $100,000 a year. Depending on where you live, working in SEO could mean a month-to-month existence or a life relatively free of grinding financial worry.

• Nearly 4.3 million American workers across all industries quit their jobs in August of 2021. Adam Audette offers some thoughtful commentary on the impact of this on SEO agencies, and my advice is to look for opportunity in this scenario to be bold in seeking meaningful work with a dignified wage. 

The story

There is no gainsaying that local SEO professionals have had a rough ride for the past two years. At the same time, our work has become utterly essential because so many of our clients ended up being integral to the emergent infrastructure which has kept communities resourced throughout the pandemic. It’s important to remember that though we may live and breathe local business listings, reviews, content, links, and optimization, the Internet remains a mysterious place to so many of our neighbors. COVID-19 is making it more important than ever before for us to share our knowledge to help connect the online and offline worlds for customers, businesses, and all folks in general. 

We do important work that merits decent pay, and my wish for you in 2022 is that you land in a good place, help tons of local clients, and experience a work/life balance that affords you peace, possibilities, and positive satisfaction! 

Image credits: Under The Sun, Lezumbalaberenjena, Jeremy Yoder, and Ken Lund