Local SEO strategies you should be doing with Darren Shaw
Oct 21, 2024
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Darren Shaw, Founder of Whitespark and a local SEO authority, shares insights into optimizing Google Business Profiles for enhanced visibility. He covers upcoming trends for 2025, the importance of custom services, and the strategic use of Google Posts. Shaw explains how menu item titles can impact search rankings and emphasizes maintaining engaged profiles through video content. He also discusses the shift from Twitter to Threads, noting the evolving landscape of community engagement online.
Understanding the upcoming changes in local search ranking factors is crucial for businesses to adapt their SEO strategies effectively.
Optimizing Google Business Profiles with relevant service descriptions and categories can significantly enhance local search visibility and engagement.
Utilizing Google Posts as promotional tools and maintaining updated visual content can drive customer interaction and improve overall rankings.
Deep dives
Update on Local Search Ranking Factors
The discussion focuses on the anticipation surrounding the release of the 2024 local search ranking factors, which has been delayed. Darren Shaw explains that instead of a mid-year update, he plans to gather data in October to publish the 2025 edition early in January. This approach allows for a more comprehensive overview of changes in local search dynamics over a more extended period. The conversation highlights the evolving nature of local search, emphasizing the importance of understanding new factors and adjusting strategies accordingly.
Importance of Services and Customization
Services on Google Business Profiles play a crucial role in local SEO rankings, a fact that Darren Shaw acknowledges was underestimated previously. He emphasizes the need for businesses to optimize their services by adding relevant categories and descriptions, as these elements significantly enhance visibility in search results. Additionally, integrating custom services with corresponding pages on the business's website can strengthen this connection further. Darren introduces the idea of using emojis in service descriptions to attract attention and boost click-through rates, showcasing innovative strategies that businesses can leverage.
Impact of Opening Hours on Rankings
Correctly displaying opening hours on Google Business Profiles emerges as a vital ranking factor, particularly as it relates to user engagement. During peak business hours, having extended hours can lead to improved rankings, as users are more likely to click on listings that are currently open. Darren points out that businesses can strategically extend their hours to gain competitive advantages, especially in industries where most competitors operate standard hours. However, he cautions against falsely claiming 24-hour availability, which could lead to negative customer experiences and reviews.
Engagement Through Google Posts and Photos
Darren Shaw underscores the necessity of using Google Posts not just for social engagement, but as a direct selling tool aimed at potential customers who are likely unaware of the business. He encourages businesses to create compelling, promotional content that highlights services and special offers, diverging from the typical social media approach. In terms of visual content, both photos and videos can dramatically improve engagement levels; Darren urges regular updates to keep the Google Business Profile fresh to entice clicks and boost visibility. Notably, adding text overlays to images or videos can inform potential clients about key offerings, effectively marrying visual and textual content for better optimization.
Leveraging the Q&A Section and Title Tags
Utilizing the Q&A section on Google Business Profiles can significantly enhance customer engagement by providing immediate answers to inquiries. Although keywords in this section may not directly impact rankings, they serve as a conversion tool by building trust with potential customers. Darren also discusses the strategic use of title tags, advocating the concept of 'keyword stuffing' in a specific context after the initial compelling section. He highlights real-life examples where businesses have benefited from this approach, emphasizing the importance of thinking creatively about how to leverage available tools for maximum visibility.
Join host Jack Chambers-Ward and special guest Darren Shaw, founder of Whitespark, as they dive into the latest in local SEO and Google Business Profile optimisation.
Discover key updates expected in 2025, innovative methods to enhance rankings, the impact of custom service entries, strategic use of Google Posts, and the importance of robust Q&A sections.
From optimising menu items for restaurants to leveraging photos and videos effectively, this episode is packed with expert insights and practical tips essential for SEO professionals and business owners.
