The 2018 Local SEO Forecast: 9 Predictions According to Mozzers

Originally published on: http://feedproxy.google.com/~r/seomoz/~3/zVDnwr6ep4Q/local-seo-forecast-2018

Posted by MiriamEllis

It’s February, and we’ve all dipped our toes into the shallow end of the 2018 pool. Today, let’s dive into the deeper waters of the year ahead, with local search marketing predictions from Moz’s Local SEO Subject Matter Expert, our Marketing Scientist, and our SEO & Content Architect. Miriam Ellis, Dr. Peter J. Myers, and Britney Muller weigh in on what your brand should prepare for in the coming months in local.

WOMM, core SEO knowledge, and advice for brands both large and small Miriam Ellis, Moz Associate & Local SEO SME LSAs will highlight the value of Google-independence

Word-of-mouth marketing (WOMM) and loyalty initiatives will become increasingly critical to service area business whose results are disrupted by Google’s Local Service Ads. SABs aren’t going to love having to “rent back” their customers from Google, so Google-independent lead channels will have enhanced value. That being said, the first small case study I’ve seen indicates that LSAs may be a winner over traditional Adwords in terms of cost and conversions.

Content will be the omni-channel answer

Content will grow in value, as it is the answer to everything coming our way: voice search, Google Posts, Google Questions & Answers, owner responses, and every stage of the sales funnel. Because of this, agencies which have formerly thought of themselves as strictly local SEO consultants will need to master the fundamentals of organic keyword research and link building, as well as structured data, to offer expert-level advice in the omni-channel environment. Increasingly, clients will need to become “the answer” to queries… and that answer will predominantly reside in content dev.

Retail may downsize but must remain physical

Retail is being turned on its head, with Amazon becoming the “everything store” and the triumphant return of old-school home delivery. Large brands failing to see profits in this new environment will increasingly downsize to the showroom scenario, significantly cutting costs, while also possibly growing sales as personally assisted consumers are dissuaded from store-and-cart abandonment, and upsold on tie-ins. Whether this will be an ultimate solution for shaky brands, I can’t say, but it matters to the local SEO industry because showrooms are, at least, physical locations and therefore eligible for all of the goodies of our traditional campaigns.

SMBs will hold the quality high card

For smaller local brands, emphasis on quality will be the most critical factor. Go for the customers who care about specific attributes (e.g. being truly local, made in the USA, handcrafted, luxury, green, superior value, etc.). Evaluating and perfecting every point of contact with the customer (from how phone calls are assisted, to how online local business data is managed, to who asks for and responds to reviews) matters tremendously. This past year, I’ve watched a taxi driver launch a delivery business on the side, grow to the point where he quit driving a cab, hire additional drivers, and rack up a profusion of 5-star, unbelievably positive reviews, all because his style of customer service is memorably awesome. Small local brands will have the nimbleness and hometown know-how to succeed when quality is what is being sold.

In-pack ads, in-SERP features, and direct-to-website traffic Dr. Peter J. Meyers, Marketing Scientist at Moz In-pack ads to increase

Google will get more aggressive about direct local advertising, and in-pack ads will expand. In 2018, I expect local pack ads will not only appear on more queries but will make the leap to desktop SERPs and possibly Google Home.

In-SERP features to grow

Targeted, local SERP features will also expand. Local Service Ads rolled out to more services and cities in 2017, and Google isn’t going to stop there. They’ve shown a clear willingness to create specialized content for both organic and local. For example, 2017 saw Google launch a custom travel portal and jobs portal on the “organic” side, and this trend is accelerating.

Direct-to-website traffic to decline

The push to keep local search traffic in Google properties (i.e. Maps) will continue. Over the past couple of years, we’ve seen local packs go from results that link directly to websites, to having a separate “Website” link to local sites being buried 1–2 layers deep. In some cases, local sites are being almost completely supplanted by local Knowledge Panels, some of which (hotels being a good example) have incredibly rich feature sets. Google wants to deliver local data directly on Google, and direct traffic to local sites from search will continue to decline.

Real-world data and the importance of Google Britney Muller, SEO & Content Architect at Moz Relevance drawn from the real world

Real-world data! Google will leverage device and credit card data to get more accurate information on things like foot traffic, current gas prices, repeat customers, length of visits, gender-neutral bathrooms, type of customers, etc. As the most accurate source of business information to date, why wouldn’t they?

Google as one-stop shop

SERPs and Maps (assisted by local business listings) will continue to grow as a one-stop-shop for local business information. Small business websites will still be important, but are more likely to serve as a data source as opposed to the only place to get their business information, in addition to more in-depth data like the above.

Google as friend or foe? Looking at these expert predictions, that’s a question local businesses of all sizes will need to continue to ask in 2018. Perhaps the best answer is “neither.” Google represents opportunity for brands that know how to play the game well. Companies that put the consumer first are likely to stand strong, no matter how the nuances of digital marketing shift, and education will remain the key to mastery in the year ahead.

What do you think? Any hunches about the year ahead? Let us know in the comments.


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Level Up Your SEO Skills at MozCon Workshops: SEO-Intensive

Originally published on: http://feedproxy.google.com/~r/seomoz/~3/b50srg3OJZo/mozcon-workshops

Posted by Danielle_Launders

Can’t get enough of MozCon? Neither can we.

Join us a day early for our new half-day working session series and have fun learning, brainstorming, and collaborating with some of the brightest minds at Moz.

They’ll cover all of the nitty-gritty aspects of SEO to help those new to the industry have a better understanding of ranking in the SERPs.

Those who are more experienced will get some hands-on time with Moz’s SEO experts to fine-tune their skills and take home some actionable tips and action plans.

I’m in! Save my spot!

The details

Exclusive to MozCon attendees, these additional workshops are interactive 75-minute working sessions designed to have attendees leave with outlines, strategies, and action plans to start implementing right away. You’ll be able to customize your workshop agenda by choosing 3 out of the 5 available workshops to attend in the order of your choice. Read through the workshop descriptions below so you can plan your perfect day when you register.

MozCon Workshops: SEO-Intensive Schedule

Sunday, July 16
$400

12:30–1:00pm | Registration
1:00–2:15pm | First Workshop
2:15–2:25pm | Break
2:25–3:40pm | Second Workshop
3:40–3:50pm | Break
3:50–5:05pm | Third Workshop

The workshops

The 10 Jobs of SEO-focused Content

Rand Fishkin, Wizard of Moz

Content creation, optimization, and amplification are powerful levers for SEO, but with more companies than ever investing in the practice, you’ll need a competitive edge to get value. More than how to rank content, Rand shows how to make the right content for the right platforms, get it in front of the right people, and earn value from that visibility.

Keyword Targeting for RankBrain and Beyond

Dr. Pete Meyers, Marketing Scientist

The days of one keyword, one page are gone. Thanks in part to machine learning, Google can interpret keyword concepts, understand intent, answer questions, and even guess questions you didn’t ask. Dr. Pete guides you through a future-proof approach to keyword research, keyword targeting, and content structure and help you understand where to put your effort.

Make the Most of Moz Pro: Insider Tips & Tricks

Brian Childs, Training Program Manager

Want to save time doing SEO analysis? Learn shortcuts and lesser-known features in Moz Pro from our Training Program Manager, Brian Childs. Unlock the full power of Moz Pro as Brian shows you easy ways to develop reports, analyze competitors, and find link building opportunities.

Risk-Averse Link Building at Scale

Russ Jones, Principal Search Scientist

Nearly all link building strategies tend to either fall afoul of Google’s guidelines or fail to deliver effective, sustainable results. Learn a practical strategy for scaling link acquisition efforts comfortably within Google’s guidelines, detailing the strategies, tools, and tactics to amplify link growth. Participants will walk away with a sound foundation for executing white hat link building campaigns safely and effectively.

Technical KPI-driven SEO Audits

Britney Muller, SEO & Content Architect

Learn how to deliver technical SEO audits that are rooted in a website’s specific goals. What sections of the site convert the most visitors and need close attention to detail? What technical site fixes would provide the most opportunity?

Sign me up!


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!