In the ever-evolving landscape of Local Search, staying ahead of the curve is essential for businesses looking to thrive locally. As we step into 2024, the world of Local SEO is witnessing some exciting developments that can significantly impact your online visibility. In this article, we’ll delve into the latest trends, focusing on the growing importance of “offer posts,” the advent of “Apple Business Connect,” and the crucial role of enriching your multi-location Google Business Profiles with services, products, and last but not least, reviews. And of course the latest “openness algorithm update” from Google.

The evolution of local SEO

Over the years, businesses have recognised the pivotal role of Local SEO in securing a prime spot on the top of the search engine results page via well-managed Google Business Profiles accounts. Ranking higher ensures more visibility, with the first result capturing an average of 31.7% clicks. The quest for local SEO dominance should encourage a series of optimisations, including completing profile information, creating engaging posts, uploading fresh photos, incorporating products and services, and structurally growing the number, and depth of your reviews.

Annotation on Google Maps via offer posts

One of the exciting developments in 2024 is the addition of an offer annotation in Google Maps. These posts provide businesses with an opportunity to showcase promotions, discounts, or special deals directly on their Google Business Profiles. This not only enhances the attractiveness of the profile but also entices potential customers, increasing the likelihood of engagement.

Apple Business Connect: Apple Maps default maps option on new iPhones

In the realm of Local SEO, the integration of “Apple Business Connect” is a logical next step once Google Business Profiles and local landing pages are fully optimised. As Apple continues to be a major player in the digital landscape, businesses must pay attention to the potential impact of this integration on their local visibility. Since 2012, Apple has installed Apple Maps on the iPhone by default, and with the increased criticism of Google Maps, usage of Apple Maps is on the rise.

Enriching Google Business Profiles

While insights are essential for gauging the effectiveness of your local SEO efforts, the real magic happens when you enrich your Google Business Profiles with comprehensive information. Adding details about your services and products, and encouraging satisfied customers to leave reviews can significantly boost your profile’s appeal. You can use our software to bulk upload photos and services. For bulk uploading products, you might want to read up on a new development in enriching Google Business Profiles: Google Merchant Center.

Google Merchant Center Next: revolutionising local inventory for small businesses

In the landscape of local SEO advancements, one standout development that promises to reshape the game is the introduction of Google Merchant Center Next. This powerful tool is set to unlock unprecedented opportunities for smaller businesses by revolutionising how they manage and showcase their local inventory. With Google Merchant Center Next, businesses can seamlessly integrate their product catalogue directly into their Google Business Profiles, providing a streamlined experience for potential customers searching for specific products or services in their vicinity. This integration not only enhances the visibility of local inventory but also simplifies the path to purchase, offering a game-changing advantage for smaller enterprises. As consumers increasingly turn to online platforms to discover and shop locally, the impact of Google Merchant Center Next on unlocking local inventory for smaller businesses is poised to be a pivotal factor in their success in the competitive local marketplace.

The power of reviews

Customer feedback plays a crucial role in shaping perceptions and influencing potential customers. Encourage satisfied customers to leave reviews on your Google Business Profiles. Positive reviews not only enhance your online reputation but contribute to higher rankings in local search results.

Importance of services

In 2024, Google Places increased its emphasis on businesses providing detailed information about their products and services. By meticulously filling out this information on your Google Business Profiles, you enhance the chances of appearing in relevant search results, ensuring that potential customers have a clear understanding of what you offer. Adding Services to your Google Business Profile is one of the few chances you have to add text to your profiles. You can add 100 services per category, the name of the service can be 120 characters long, and the description of the service can be 300 characters. Below is an example of the services we wrote for a bookstore. We used the sitemap to translate that into products offered and used ChatGPT to expand on a generic description of that product category. We used our software to upload a few hundred service descriptions across a hundred-plus locations in one go.

Google Business Profile insights – A closer look

To gauge the impact of your local SEO efforts, leverage Google Business Profile Insights. These insights offer a detailed overview of customer actions, including phone clicks, messages, bookings, direction requests, and website clicks. Understanding these metrics allows businesses to refine their strategies for maximum effectiveness. But knowing whether you grow year on year and whether that percentage is increasing or declining is not enough to fully understand performance. You need to know how you are doing against a peer set to really know. We supply that insight.

New bulk verification method from Google

Google Business Profile (GBP) offers a bulk verification process for businesses with ten or more locations, saving time by allowing independent and simple verification of multi-location businesses. Requirements include at least ten locations under the same branding, excluding duplicates or suspended profiles. Certain businesses, like service areas and agencies managing multiple brands, are ineligible for bulk verification.

The process involves creating a Google Business account, forming a location group, ensuring accurate data (between your website and GBP), matching (local business) structured data, and once that is done, initiating a bulk verification request in the GBP interface. The estimated timeframe for bulk verification is 8-12 weeks, subject to the responsiveness of Google Support and your data quality. Common issues delaying verification include incomplete data, mismatched location counts, inconsistent business names, and missing information. Adhering to guidelines and promptly addressing issues ensures a smooth bulk verification process for multiple Google Business Profile locations.

Local landing pages

Effective local landing pages are crucial for multi-location businesses as they serve as the online gateway for potential customers in specific geographic areas. A well-crafted local landing page provides relevant and location-specific information, fostering trust and engagement with local audiences. A good local landing page also needs accurate business information, such as address, phone number, and business hours, prominently displayed. It also features localised content that resonates with the target audience, leveraging local information and nuances. To optimise these pages, current trends focus on mobile responsiveness, ensuring seamless access across devices, and incorporating local search keywords for improved search engine visibility. Integration of customer reviews, dynamic local maps, and prominent calls-to-action further enhance user experience and increase the likelihood of increasing local visibility and conversion, making local landing pages indispensable for the success of multi-location businesses in today’s competitive Local Search landscape.

Conclusion

As we navigate the dynamic landscape of Local SEO in 2024, businesses must stay informed about the latest developments. Embrace the power of offer posts, leverage Apple Business Connect, and ensure your Google Business Profiles are rich with relevant information. We strongly recommend large chain businesses get started on bulk uploading content, photos, and the bulk verification process.

By staying ahead of the curve, businesses can not only enhance their online visibility but also connect with local audiences in a more meaningful way. The future of Local SEO is here – are you ready to make the most of it?

We understand the intricacies involved!

The GMBapi.com team possesses extensive expertise in aiding clients with reputation management, search engine optimization, and fostering business expansion. Utilising our local SEO software, you can effortlessly handle your Google Business Profiles across multiple locations.

GMBapi.com streamlines your processes by:

Updating business information
Simultaneously posting across multiple locations
Monitoring and responding to reviews
Populating and addressing Q&As

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Tracking and visualising performance
Generating performance reports
Implementing A/B tests to assess the impact of efforts
This positions us as a valuable partner, not merely conducting business but also establishing genuine connections.

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Unlocking local SEO success in 2024: A guide to new developments