Google’s latest core update is here, and if you’re running a multi-location business, you might notice some changes in how your locations rank in search. Designed to refine how content is ranked, this update aims to prioritise valuable, user-centric material across all types of searches. For multi-location businesses, this means rethinking how you approach content, local SEO, and engagement.
Let’s break down what this update means, why it matters for your business, and what you can do to stay ahead of the game.
What’s New in the November 2024 Update?
This is the fifth Google core update in 2024, following updates in March, August, and two others in earlier months. Like its predecessors, the November update aims to improve search result quality by prioritising content that genuinely benefits users. These updates are part of Google’s long-term strategy to push websites toward people-first content, rewarding those that offer unique insights, value, and engagement.
However, the November update introduces a key shift: more visibility for platforms that encourage real-time engagement and community interaction, such as Reddit and X (formerly Twitter). This indicates that Google is continuing to evolve its focus from static, keyword-driven pages to content that sparks active user participation and conversations.
For multi-location businesses, this means that traditional SEO tactics, like generic templated content, aren’t enough anymore. Google is clearly signalling that fresh, engaging, and conversational content holds more value. For businesses, this means that traditional SEO tactics alone won’t cut it – you need to create content that users actively engage with and share.
Why Does This Update Matter for Multi-Location Businesses?
Google’s November 2024 core update focuses on making search results more relevant and helpful for users. It’s great news for searchers but could cause a few bumps for businesses with multiple locations. Multi-location businesses rely heavily on local search rankings to attract customers. With this update, Google’s algorithms are reassessing content relevance in more nuanced ways. Here’s how it might impact your business:
Local Competition is Heating Up: The November 2024 update gives more weight to high-quality, localised content, which means smaller, local competitors with focused, tailored pages could now rise in search rankings. This shift may push more generic or less specific pages lower, so multi-location businesses must refine their content for each region.
Content Consistency Challenges: Many multi-location businesses use templated content for efficiency, but this approach may not align with Google’s updated preferences. The November update favours unique, location-specific content. To stay competitive, make sure your content is engaging, up-to-date, and relevant to each location. Highlight local offerings, community events, and unique aspects of each business to improve your visibility.
Visibility Shifts Across Locations: With the November update, each location’s visibility may shift based on how well it meets Google’s new ranking factors. Pay attention to your individual GBP listings, website content, and local reviews to ensure they are optimised for local search.
Engagement Metrics Matter More: Platforms like X and Reddit are benefiting from the November update because they prioritise user interaction. For businesses, generating local engagement – through community events, customer testimonials, and interactive posts – signals relevance to Google. Likes, shares, and comments can boost your visibility and help you stay ahead of the competition.
What Might Change?
Here’s what multi-location businesses should keep an eye on during and after the update:
- Search Rankings:
Expect movement in rankings for individual locations. You might see one location perform better while another drops. - Traffic Volatility:
Your website might see changes in visitor numbers, especially for location-specific pages. - Review Signals:
Locations with lots of positive reviews might get a boost, as user-generated content is increasingly seen as a trust signal.
How X and Reddit Are Changing the Game
Reddit has long been a hub for authentic, user-generated discussions, and X’s real-time nature makes it a go-to for immediate information. Both platforms now enjoy increased visibility in search results under this update.
For multi-location businesses, this opens up exciting opportunities:
- On Reddit: Answer local questions or participate in subreddits relevant to your industry and locations. For example, if you’re a multi-location café, contributing to threads about “best coffee spots in [city]” can build trust and drive traffic.
- On X: Share timely updates, promotions, and local stories that spark engagement. For example, live-tweeting a local event or sharing customer shoutouts can help boost visibility and connection with the community.
How to Keep Your Locations Thriving
If your business sees fluctuations in rankings or traffic due to the new update, don’t worry! Instead, focus on the following strategies to ensure your locations stay competitive and visible.
Make Your Local Content Shine
Google loves fresh, relevant, and useful content. For each location, consider adding:
- Local events, promotions, and news.
- Testimonials or success stories from nearby customers.
- Content that helps users feel connected to the community.
Optimise Each Google Business Profile (GBP)
Make sure each GBP is up-to-date and complete:
- Add fresh photos of each location.
- Respond to all reviews, whether positive or negative.
- Keep business hours accurate, especially around holidays.
- Encourage customers to leave reviews and engage with them by responding promptly. More positive engagement = better visibility!
Check for Technical SEO Issues
Use tools like Google Search Console to ensure:
- All location pages are indexed.
- Your website is mobile-friendly and fast.
Regularly Update and Enhance Your Local Content
- Keep your GBP pages fresh with optimised descriptions, photos, and reviews. Use tools like Google Trends or Ahrefs to identify local trends and tailor your content accordingly.
Leverage Social Platforms Wisely
- Platforms like X and Reddit are favoured by the new update due to their focus on user engagement. Create a social strategy with consistent, interactive content to stay ahead.
Monitor Engagement and Adjust
- Track how users engage with your content, both on your website and across social platforms. Adjust your strategy based on what’s getting clicks, comments, and shares.
Focus on Reviews and Community Building
A solid review strategy not only boosts trust but also improves your online presence. Encourage satisfied customers to leave reviews and respond promptly to build loyalty.
The Big Picture
As this update completes its rollout, keep an eye on your analytics to gauge its impact. This core update is all about making search better for users, so Google is rewarding businesses that deliver authentic, helpful content. For multi-location businesses, this is a chance to fine-tune how you present your locations online and show Google you’re all about quality – whether that’s through better content, engaging GBPs, or great reviews.
The November 2024 update reminds us that SEO is no longer just about search – it’s about connection. For multi-location businesses, leveraging every platform, from GBPs to X and Reddit, can unlock new opportunities for visibility and growth.
If managing it all feels overwhelming, don’t worry – we’ve got tools to make it easier. Platforms like GMBapi are built to simplify how you manage and optimise multiple locations on Google. From streamlining reviews to creating localised content, we’re here to help your business shine in search.
Got questions or want to see how we can help? Get in touch with us today! Let’s navigate this update together 😊.
