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Citations, links, and other foundational tactics are still necessary, but hands down GMB is where is it at. On-site In most of the industries we work with across the board, reallypeople do research before purchasing a product or service. More than 70 of users are now making their transactions on a Google search result page versus visiting a clients website.

If you look at the investment that Google has put toward GMB in the last year alone, you can tell that Google is the transactional layer of the Internet. If your overall review portfolio is a dumpster fire, well, your on-site is moot. Links You can t build enough quality links to outrank a shitty reputation. Behavioral If your review portfolio is inherently negative, the behavior is already set.

They have the biggest bang right now. It s hard to get links, but when you do, it is worth it. Google My Business would be de facto area to focus on, based on receiving the highest share of search visibility and impressions when you look at search discoverability and how consumers find local businesses. Oh wow, this is a hard one because there are so many moving pieces. I think I d worry about reviews if I had to pick only ONE thing - because the byproduct of a really great review profile is happy return customers, WOM traffic, unstructured and structured citations mentions on 3rd party review sites that usually have pretty high domain authority, and getting a complete GMB listing is a one-off that I d hope would be done anyway even if it s not sticking to your ONE area requirement.

Links this is also because it will have a positive effect on organic rankings as well. I d have to go with reviews. Reviews have become so much more important over the last few years and this trend is not going to change any time soon. One thing we see across the board is websites with a strong backlink profile picking up traction and taking off. This is tough to answer because I think the trends are moving toward a place where you CAN T just pick one to focus on.

see response below re future of Google. Google knows this and although their review filter is not great at catching spam reviews they are going to continue to improve this and make reviews an increasingly larger component of the local algorithm. If I HAD to pick one I would aim to improve behavioral signals. I would prioritize winning budget as this seems like a huge missed opportunity. Only focusing on one of these would be a poor decision for most clients.

Search is client market specific. Investing in citations for a search-mature, 500-location business is likely a giant waste of money, but might actually be a cost-effective strategy for an SMB. Both examples above have weaknesses that need to be addressed, and likely strengths that need to be supported. Good reviews bring more business, which then affects everything else. While an SMB might not even have any resource to engage in website development. Except GMB I guess, but you ll get Q A etc.

This question totally depends on the competitiveness of the market and what a business has already done to date. For businesses that are just getting started with SEO, I d 100 start with GMB. Google has released so many rich features in the last 18 months that there s a ton you can do in Google My Business alone, even if all that ends up doing is increasing your conversion rate from branded searches.

For more competitive markets it d be a combination of reviews and behavioral signals. No question that links still matter today, but as we see fewer and fewer website results and more and more Knowledge Panels, I think they re a shorter-term tactic in terms of the timespan of ROI. The most important thing for local search in my opinion is a verified and complete GMB listing, which of course is needed in the first place and this followed by making sure business is represented across all major data sources with complete and matching information NAP, categories, etc.

Everything else such as reviews, citations, inbound links, and the like are complementary to these foundational strategies. We ve always believed that review velocity is a defensible moat for any of the enterprise clients we work with. It s very hard for competitors to catch up to a brand that has made getting reviews in an above-board manner a top priority. That s a hard question. It s tough to get links without good content, but you can t get great traffic without links.

If you have great content but no one knows about it, does it even matter. If I had to pick only one and follow the rules of this questionthen I would focus more effort on links. Onsite - in most cases, really awesome localized content makes more of a difference. Links might make a site rank higher as a silver bullet tacticbut without awesome content, the site won t convert as well. For our clients, the biggest move we make is creating really useful and locally relevant content. Assuming you have your table stakes locked down i.

GMB, reviews, citations, etcI d focus on links, but not just any links. Focus on topically and locally relevant links. GMB, but I d include reviews in that. It is cheap, easy, and gives the highest return for its investment. If it s an industry that struggles with spam lawyers, locksmiths, garage door, glass repair, first strategy is always to go in and wipe out all the listings for competitors that shouldn t be there.

It s always amazing to see how many people have fake duplicate listings, fake reviews, listings using virtual offices, etc. that will vanish once you report them. It s an instant win. For the lodging industry specifically, investment in revenue yield management to optimize your OTA inventory is what is producing the best results in the 3-pack Maps placement. Where budget is super tight we would always conduct an audit and SWOT analysis to determine where to best direct our efforts.

Certainly, getting GMB sorted is so foundationally important that it would always be high on our list. But for the majority of businesses, this again comes back to getting the basics dialed in and then working on authority as the competitive difference maker. Links, links, links. IMO nothing is as powerful for ranking as good, relevant links from Google-trusted sites.

This is largely a false choice as the processes take place over time and space that is often not competitive for scarce resources. And the other issue is that every business has different needs and is likely to be in a different location on a continuum. So depending on that I would go in this order. Google has forced us to focus largely on their own local product instead of on local business client websites.

I include reviews when referencing GMB, because they are part-and-parcel of that consumer experience. So, for me, if there was only one factor to focus on, it would be full GMB management, including the whole ecosystem of review management. I think it still provides the most potential for attracting, informing, and converting customers to most local businesses. With sufficient time and budget I would focus predominantly on content strategy.

The problem with content strategy is that it is best executed when done in a team together with the business. The business manager knows best what his business can and cannot do, what their clients want or don t want, what the most common questions are and what the best answers to these questions are. With high-quality content, and most importantly relevant content, many other factors come into place naturally social media mentions, links, and brand mentions. Reviews are the one part of local SEO you can never exhaust or see diminishing returns on.

They re the one part of your marketing you can always improve, and where you re never good enough. Your GMB, citation, and on-site work taper off after a while. Strictly in terms of big dumb rankings, links matter more than reviews do. However, with links you only need to do better than your competitors links won t pay your bills. No customer ever picked a business because of its links. If I had to pick one goal for you in your review-gathering effort, it would be how much detail can you get your customers clients patients to go into.

I am teetering between GMB and on-page factors. If forced to choose, I would go with GMB since you can generate a website within GMB, although you have minimal impact over the on-page factors. Reasons - In terms of local search, Google is obviously king. I would use their tools to best position my business. - If the goal is to keep you on Google, using GMB to convert customers makes sense. - On-page work can help you across a lot of SEO, but if the long term focus is on local search, then you must be providing effective listing information.

- The rest of these factors are only a small part of getting people in front of your listing site. It makes sense to start here since it has the most visibility in terms of local searchers. Onsite, because I could influence behavior, reviews, and attract links. What are some methods you re using to try to influence behavioral factors, if any.

We have lately been asking our clients to post stuff about the Supreme Court Justice selection process, but that doesn t seem to be flying, so we are pretty much stuck with optimizing title tags, meta descriptions, images and video, adding structured markup, etc. Trying to get my clients to use GMB Posts, respond appropriately to GMB reviews, and to pay attention to GMB Q As. We have run some A B tests that involved tweaking and adjusting GMB titles to improve rankings in the local pack and CTR.

While we found that this still works to an extent, in the tests that we ran, we saw an average of a 12-position increase in the local pack, which led to an increase in impressions and page views. However, at the end of the day, manipulating the SERP like this still doesn t work quite as well as quality link building and generating positive reviews.

Hard to provide a generalized answer here. The best thing you can do to influence behavioral factors is simply this run a great business. If you are amazing at what you do and how you treat your customers, they will leave you a glowing review. If you sponsor things locally, you will get press coverage and links. If you create awesome content, people will link to you and stay on your site longer.

See local brand building above. We re also encouraging clients to host local events. These local events can be educational, fun, partnered events with a local non-profit, etc. CTR, changing titles meta descriptions if possible. Google likes to write their own for you anyway, though. - SERP optimization with further JSON-LD refinements to improve rich results and increase CTRs.

- Adding local events and consumer reviews to decrease dwell time and improve user experience on the GMB landing page. Trying to improve the on-site conversion funnel to stop those click backs to the search results. Simplifying the calls to action to get that potential customer into the buying process more clearly and efficiently. With behavioral factors we have tried different things to increase CTR.

We take advantage of things like Google Posts. Anything that influences the way that a business is presented in the SERPs is something that we are focused on. Mainly optimizing page title tags and meta descriptions for CTR. Also, any type of schema that influences the SERPs such as marking up reviews and price range.

Our main strategy towards influencing behavioral factors is providing legitimate, thought-out, well-researched content. When users sense what they re reading is genuine, they tend to stick around. Behavioral factors can be positively and negatively influenced by your decision ability to do one of two things you can either create a frustrating in-SERP experience for your customers, or you can enhance their browsing experience and encourage them to want to do business with you. Examples of creating a frustrating in-SERP experience include listing incomplete or incorrect business information like not filling in hours of operationfailing to optimize photos, and ignoring important customer questions on Q A.

Examples of enhancing the experience would be optimizing your photos, taking time to thoughtfully respond to reviews and Q As, and making a point to actively communicate with your customers through Posts or Messages. All of these relatively small actions send the signal that you actually care about your customers experience. We ve been utilizing Google Posts regularly, testing messaging there and in Ads to get data around what people engage with most.

Also, we mine reviews for common themes and update title tags landing pages using those insights to improve click-through rate and on-site dwell time. We are really focused on targeting content to particular parts of the funnel. So for various pages, we are pretty concerned about the meta information, not just for traditional SEO purposes, but to influence the click as well.

Also, in terms of general content strategy, I m a big believer in making sure the topics that pages are ranking for are discussed there in a meaningful way. Bounce rate may not be a ranking factor but it can tell you if you have a page user fit. Asking people to Google the business instead of giving the website name. If you don t, odds are that eventually Google won t want you to be ranking there either.

Asking for reviews. Sending out appointment invites with the proper business address in the location field which we think queries the Maps API and may be a positive behavioral signal. Making my Knowledge Panel as rich as possible with amazing photos, menu links, Posts, and anything Google is making available to me via Google My Business to increase searcher engagement with my Knowledge Panel seems like a no-brainer. The one that s potentially easiest to influence is CTR.

Another method that s less easy to implement would be review-related. Those gold stars really draw eyeballs and index fingers. Acquiring more Google reviews and marking up first party reviews with Schema on my own website to increase CTR would also be at the top of my list. I d also think about things like embedding links to get directions on my business s Knowledge Panel in Google Maps on communications like appointment reminders or order notifications, or encouraging prospective customers to search for our reviews on Google as a means of earning more branded searches.

We have experimented with offering incentives within title tags of web pages to increase CTR as well as consulting clients on various ways to generate more positive reviews across Yelp, Google, Facebook, and other sites that accept consumer reviews. We ve seen that anything we can do to increase the volume of business name searches for the business name has yielded great results.

This includes tests such as offline advertising and asking the user to Google the business name via radio or printwhich engineered CTR increases. Review GSC and GA to identify opportunity pages that are under-performing. On the flip side, on-page site optimizations and complicated feature deployment may be easy for a large brand please point me in that prospect s direction.

Look for high impressions, low clicks, but good time on page and or conversions. Change the title tag description to try and drive a better click-through rate. Definitely Google Posts and Q A. We re seeing tons of user engagement with both, and it seems that either the additional dwell time on the GMB features or the extra interaction is really making a difference for our clients. Anything that helps listings stand out or screams click on me.

reviewsGMB enhancements i. maximizing hours, reviews, posts, emojiand compelling page titles and meta descriptions i. Here s a short list structured data that generates snippets i. putting offers in descriptions. Check-in offers via Yelp. Reviews and schema. Adding schema to the website that actually influences the way the website appears in the search results review stars, price range fields, etc.

is a great way to increase CTR. I m also obsessed with redoing title tags to optimize for CTR. We are working with our industry to educate the traveling public so they understand the difference between a direct booking and one made using an OTA. Our clients are consistently reporting that travelers are confused about where they are making their bookings.

Travelers often believe they have booked directly with the property, when indeed they have booked through an OTA. Cancellation policies, refunds, and modifications become quite difficult and frustrating for both parties when the traveler believes it is the property s responsibility to make these changes, when in reality they have no control and the traveler must go back to the OTA for resolution. Just doing good marketing. Our clients are beginning to share information when they run into these types of issues with their traveling public.

As SEOs, we are really just delivering advertising on search engines. So understanding the business and ensuring we are doing good marketing and not just good SEO is important. Don t just optimize your page titles and meta descriptions for SEO. Optimize them for the wants and needs of the target audience and that drives clicks and almost certainly helps your SEO as well. I am also big on ensuring the SEO is aligned with other marketing. I find using more traditional advertising to drive those first clicks and then utilizing low-cost tactics like remarketing can work well in building a brand.

This all helps with your organic in a roundabout way. Tell people to search for a business on Google to get a coupon discount add-on that you re offering via Google Posts on your Local Knowledge Panel. Then, make sure the landing pages for those links really shine and encourage conversions. Really step up the game on photos and videos in your Local Knowledge Panel. A cover photo needs to convey as much information as possible in an engaging way. As you know, I have spent the last year thinking about how improvements to the visual aspects of the search results rich snippets and images can improve conversions.

From where I sit, getting one more person to engage with your listing because your listing looks best creates a virtuous cycle with Google s behavioral signals. I would cite review management as most critical to influencing both on-and-offline consumer behavior. Searchers dwell for minutes hours. at a time on both positive and negative reviews. They click on them. They even share them iq option erro interno.

They definitely utilize reviews to inform their buyer s journey. Use all the links that are available in the Local Knowledge Panel. So, reviews remain front-and-center for me this year, as they have for several years. - Punchy descriptive enticing non-target words in title tags e. San Francisco s Reputable Roofers - Emojis in GMB name - Using GMB features Posts, descriptions, services, appointment URLs, etc. - Enticing landing pages that users don t immediately ditch because they don t see answers, compelling information, or path forward.

Writing effective stuff, in as many areas of my clients sites as possible. See my 2017 post called Secret Weapon of Effective Local SEO Wordsmithing. Piling on the reviews, on a variety of sites, over the long haul. Mouseflow, Hotjar, or CrazyEgg. Embedding Google Maps of the business, not of the generic address on clients sites, where appropriate, to encourage lookups of driving directions.

Spam patrol. If competitors rank well artificially, you don t want them also to get extra click-through artificially. Neutralizing that advantage can make your stock rise a little. - Constant evaluation of landing page effectiveness. - Understanding the impact of mobile-first indexing and mobile search voice search as well as a whole. It is less about trying to influence behavioral factors, but rather trying to understand them. Comments about where you see Google headed in the future.

No comment for this local survey but I just wrote a blog post for the Reputation. com website that should go up next week on Google s 20th anniversary announcement. In short, it s the same story of Google trying to control all information people require whether they are actively looking for it or not. It s pretty clear that Google is going to continue to increase the time searchers spend within Google s systems at the expense of sending them to your site.

The good news for you is that Google is really great at building incredibly complex systems that tend to break. So on the one hand, you ve got SkyNet seemingly going sentient. On the other hand, SkyNet seems less intent on destroying humanity than it is on replacing our client s GMB photos with cat pictures. In SEO, we are all John Connors. I think Google is trying to get SMBs comfortable with using the GMB backend. I see a future where SMBs will be using a GMB app every day for dealing with leads, handling appointments, responding to reviews and Q As.

and in the not-so-distant future, perhaps even handling financial transactions via the app. Overall, Google seems to be adding more value and authority to factors that aren t in our control such as links, reviews, and user engagement metrics. I m sure this stems from cracking down on spammy SEO tactics, but nevertheless, this is going to affect the SERP and in turn, change the way that we approach clients with on-page tactics.

Aside from that, Ads and Featured Snippets are becoming more and more prevalent in the local search landscape, so as SEOs, we can no longer silo our efforts into SEO and PPC, but need to do a better job of creating a cohesive digital marketing strategy for our clients that leverage both the organic and paid channels to achieve our goals. Semantic content, in-store visits transactions, and third-party validation are much more important.

Even the website I feel in time will become less important as it is one of the weaker trustworthy sources. Since they are a mobile-first company and moving more toward the single-answer solution, Google has been developing ranking factors that are not so link dependent. Emphasis on Google My Business I would not be surprised if we see the evolution of GMB accelerating. It is feasible that we will see more options come to businesses that continue to enhance the transactional layer that Google has become.

Will we see more booking appointment options come to service-based businesses. Tighter integrations into other Google products. Posts will continue to grow with new features. User-generated content like Q A will become more frequent. Greater focus on local Google s focus has always been answering a user s question directly on the SERP. With the continued rise of mobile and even digital assistants which is still wonky and youngwe are moving closer to a place where there will be little-to-no friction for a user to find an answer and make a transaction.

Local plays a major role in this. Get a ticket for movies, make an appointment, purchase a product for retail, book a table for restaurants, and get a quote for home services, see a local business inventory. Becoming not as link-dependent Google has been transitioning away from links being a key determining factor since 2013 to a more semantic trust KP approach. More features rolled out to Google My Business. More importance on the sentiment, reviewer authority, and words associated inside of reviews to influence ranking.

Links are still going to be important, but businesses should focus on topical or locally relevant websites. Google continues to minimize the user s time spent on a brand s company s website. Trying to get away from links but that is going to be a while. In general, Google seeks to provide all aspects of what a consumer needs to know about a local business by adding an array of information into its Knowledge Panel for users to consume.

These moves are all great for user experience, but it presents new challenges to the modern day brand marketer on how you set yourself apart from the stable of competition that operates within your local market. Personalization factors on a business s website become even more critical moving forward, as Google My Business becomes a new homepage for your business.

Items like business events, appointment bookings, 1st party customer reviews, and ordering become more of a mainstay instead of leading edge within the business vertical you serve. I think Google is going to continue to push things they can monetize. LSAs will become more widespread and prominent, taking over the GMB like they do for hotels and a few other niches is going to happen in more and more categories. I hope Google starts really putting more effort into combating spam in local results and specifically starts being more strict with businesses that continually keyword stuff.

I don t think there is any doubt that we will see more monetization of local results over the next few years. Businesses should also focus more and more on structured data. Google will continue to add features to the SERPs that will eventually make it pointless to leave Google to learn more about a business and contact a business via their website. In other words, business owners will need to invest a significant amount of effort optimizing their Google Homepage and less emphasis on their actual website.

If the trend continues, Google will keep making way for ads and push down organic results. Although this can only go so far, since Google must on some level appreciate the importance of balancing organic and paid search results to keep user trust. all of these features aim to accomplish the same general goal to give consumers a more direct way to make informed decisions about where to visit through Search.

Nearly all of Google s recent updates to Maps and GMB features are focused on getting people to interact more and communicate better with businesses through listings and Search. Q A, updates to their Reviews guidelines, Messaging, User-Submitted Attributes, Posts, Popular Times. I m not convinced that the algorithm is as advanced as we SEOs like to think it is with regard to actually processing these behavioral signals, but I believe that based on Google s recent feature releases, it will be soon enough.

At the end of the day, Google wants to help its users have the best possible experience. I believe businesses who take advantage of these opportunities to connect with customers, answer their questions, and truly build a connection will be rewarded in Search and IRL. As Google held their 20th anniversary event, they made it clear that they are all in on the Knowledge Graph. More and more, Google wants to be able to provide the answer to questions. While that may not have the most direct impact on local businesses and traditional local search just yet, I m sure it will.

Successful businesses can tailor their content strategy to how Google is thinking about search. For instance, if Google isn t showing local sites for the top-of-funnel informational searches, it might not be worth it to invest in that type of content to fuel your search traffic growth. More behavior signals, less focus on on-page optimization. GMB will become the entity for the business with the website a secondary, supplemental piece.

I continue to see engagement as the driving factor of rankings moving forward, and entity authority as the concept that Google is trying to mirror in its rankings. With more than 50 of all mobile searches not resulting in a website click-through and a huge chunk of those being local searches Google simply has to rely on signals outside of traditional websites and links to form the basis of an effective algorithm. Whether or not those brands are being rewarded on an individual search basis via personalization beyond the obvious proximity factor I m not so sure.

It knows more and more about so many of us the brands we search for, whose newsletters we read, videos we watch on YouTube, whose locations we call for reservations, and visit in person with our location-enabled phones. But in aggregate, if I m Google, I m looking for any signal that indicates the popularity of a given entity combined with content semantically related to what someone is searching for and shooting the entities that win those signals up to the top of my SERP.

Unfortunately, the one thing I see Google continuing to try to do is to keep users on their site by providing searchers answers to their queries without ever leaving Google. This is done of course by Google scraping content from other websites and displaying search results so that the searcher does not need to visit the website the content iq option erro interno pulled from.

This presents a continuous challenge for online marketers who are looking for ways to drive traffic to their websites. Paid Search taking up more virtual real estate than ever before, it s high time for brands to integrate their Organic and Paid Local Search. A lot of our clients are coming to us for a holistic approach to end-to-end enterprise local search. One of the areas we re focusing on is doing all we can to speed up the customer experience on mobile.

Better understanding of our content and context of our content see Google Duplex. I think Google is going to put more and more value on showing as much as they can in the Iq option erro interno Panel and SERP to keep users on Google. I think many small local businesses will end up with more conversions from their KP than from their website. Where I hope Google is headed The most basic spam is less and less effective particularly keyword-stuffing the business name field.

More ads in local packs. Where I see Google headed Ads. More types of local SMB ad types. I m with Blumenthal and Mihm Google wants to be the transaction layer of the web. Google wants the online marketing experience to be end-to-end performed on their platform where awareness, discovery, and ultimately conversion can all happen via Google products. I expect Google to continue launching more features for Google Posts and would predict that iq option erro interno will start playing more into ranking in the future than they do currently.

I also expect that 3-pack ads are here to stay and would be surprised if Google doesn t continue to launch Local Services ads in more countries and industries in 2019. Google continues to institute options, products and services that over time have incrementally reduced the ability for an individual lodging property to sell rooms directly via Google s Search products. For years, we have seen Google continue to make efforts to keep users on their platform for longer and longer periods of time.

The longer a potential guest stays on a Google-controlled display, the more likely they will book with a Google affiliate or Google Hotel Ads directly, and in return, Google will receive a fee from that third party. Google wants to be the end-all for any online sales. In the small business space, my belief is that Google will continue to try and give users what they need without having to move on to a business s website information, messaging, and contact details.

This works well for users in a hurry and ensures Google keeps the user in their ecosystem as long as possible. Google has figured out many ways to algorithmically reward what it understands to be the best businesses of their type within any given market area. Going forward, the most powerful ranking strategy will be to actually become one of those best businesses and to ensure Google knows about it. From where I sit, with the advent of mobile first indexing, Google is moving more and more into gathering information for their Knowledge Graph.

Local is the leading edge of that effort. The KG is considerably more flexible and looks further afield for information about a local entity. More and more results will include various aspect of the Knowledge Graph and the differences between local ranking and organic ranking will increase. Savvy local businesses will stop viewing Google as their benefactor and rightly view them as their top competitor.

It s a competitor that sometimes does you favors sends you phone calls, leads, traffic, makes your good reputation highly visible to the consumer public, etc.but it s also a competitor that wants to position itself between your business and every dollar it earns, while often failing to meet basic standards of protecting your brand from illegal irresponsible damage. What other entity, apart from Amazon, has this economic power. So, yes, you have to play in Google s ballpark, but anything you can do to diversify beyond the game this matchless competitor is playing is a win for your business.

Focus on your real-world relationships as a community resource and benefactor. Build reputation via WOMM. Build that email list. Join an independent local business alliance and strengthen your local economy. Investigate co-ops, unions, and other opportunities that actually have your community s welfare at heart. Participate as much as possible at a local level, off the web, while you continue to devote the necessary resources to digital marketing.

You can have it both ways, and that s good news. Obviously Google continues to increasingly satisfy users needs without their needing to leave the SERPs. I expect this effort to continue. They ll also continue trying to make Google Ads more accessible and appealing for small local businesses. Google seems to be headed and has been headed for a while now towards monetization of as much search results real estate as possible.

The direct implication is that Google gets one more of its properties very high and very visibly in the organic non-paid search results. I think we re going to see more of the GMB is your new home page direction. The latest algorithm update, for instance, appears to have made videos especially videos on YouTube a lot more prominent in local search results, and probably in general organic search results, too. As I mentioned above, since selling ads is their game, it follows that they want to keep you on the page as long as possible.

The impacts felt on GMB are all actions to aim for this goal, in my opinion. Hyperlocal, trying to keep users within Google. At our company, we like to say SEO is always the lowest priority, until it s not. Comments about anything else you d like the readers of this survey to know. The amazing thing is that we find over and over again that Local SEO is often an even lower priority than its non-local versions. That means there is incredible opportunity for everyone large and mid-sized brands are likely underinvesting in Local SEO go ask any corporate digital manager about the local stores, offices, etc.

and you ll likely get a what a hassle eyeroll meaning they have a lot of upside if they ever can actually focus on this stuff, while smaller, truly local businesses can run rings around these bigger players if they focus on it. Buckle up and get familiar with the GMB page change is the new normal. GMB Posts are definitely something to look into for your local clients if you haven t already. They can be a great way to not only increase user engagement with your GMB listing, but you can even leverage them as a great call-to-action to increase conversions.

Focus on the BIG picture. Try to not think about ranking in one-dimensional terms. The local algorithm is constantly changing based on data received from multiple sources, most of which are user-generated. There are so many invisible signals that Google collects, and once in a while, we get to see what they are, like with subjective attributes. By focusing on the bigger picture if an entity has a great site, great local content, an amazing customer experience, an engaged social presence, with a focus on the pre and post-sale experience a business can find local success.

You cannot manipulate how many calls are generated, how many engagements a GMB listing will get, how a user will rate their experience, or if that user will make a purchase. Try to not be so dependent on SaaS apps to do all your work.

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