The year is 2023. A robot skeleton is walking across an apocalyptic wasteland. It turns to you, and while you quake in fear, its eyes glow red and it points a finger in your direction. Its mouth opens and… It drops a battle rap about local SEO, with some sick bars. So, er, while the early forays into AI aren’t exactly what everyone imagined them to be in movies, AI is most certainly advancing at an astonishing pace. The above screenshot from OpenAI’s ChatGPT is solid evidence of this. The question is not really a ‘what if’ but more of a ‘how can I use this to improve my work?’, and a lot of marketers are already doing just that. What do we mean here by AI? The term AI (meaning ‘Artificial Intelligence’) has been bandied about for decades and has evolved to loosely define a number of separate things, all the way from the killer machines depicted in the example above right over to the way modern TVs can intelligently “fill in” the pixels of low frame-rate or low-definition content to create a smoother effect. The current conversation, however, is really focused on how the emergence and popularity of AIs known as ‘language models‘ will likely impact the way we marketers work, and whether this will have a similar impact to the industrial revolution. You might have played around with chatbots that attempt to emulate human speech and conversation before, and while those are notable, they don’t come close to the level of accuracy we’re seeing when inputting commands into a tool like ChatGPT. The use case has become less “let me feel like I’m talking to a human with a distinct personality” and more “respond to a command with what I’ve asked for”, although a manufactured personality (as we’ll see below) still plays a big part in what makes language models useful to marketers. In summary: while there are dozens of ways AI can be used and talked about, in this article we’ll be focusing on conversational, command-receiving language models, and ChatGPT in particular. Now we’re in a position where AI is readily available in the marketing and SEO industry, we want to see how it can help or hinder, and how it’s already being used by thousands of people. AI and SEOThere are a number of reasons why the conversation around AI has become so prevalent in SEO. First of all, ChatGPT is owned by OpenAI, who are in partnership with Microsoft thanks to heavy investment by the tech leader, and there’s already talk about what that means for Bing. Secondly, there’s been conversation about what services like ChatGPT mean for search in general. For instance, if you can ask AI a question and it gives you the answer, then what does that mean for search engines themselves and informational queries? If someone can ask it a question and not have to click through several different links, then what does that mean for informational searches? Is this the return to the “answer engine” as many predicted back in the day? And then, finally, there’s the automation aspect. In search, this takes on a few different faces. These automations can save marketers hundreds or even thousands of dollars, as well as plenty of time and the cost savings that come with that. Where is AI already being used?The truth is that search marketers have been using AI for years, it’s just ramped up with recent updates. Sure, ChatGPT has brought the conversation to the forefront, but there’s a bunch of other software that already uses AI. A few examples of where it’s already been used, specifically in search, include:
There are a number of other ways AI has been used specifically by marketers, though, and we’re going to touch on that a little later in this article. Pros and Cons of AI in Search
Potential Uses for AI in Local SEOAs we’ve already established, search marketers are already using AI, but what they do and how they do it is evolving.
But how are local businesses and local marketers using AI? Sure, everyone’s had an infuriating conversation with a chatbot that goes round and round in circles, but how are people using them specifically to do the jobs that help their visibility? Let’s dive into just a few potential uses for AI in your local marketing. AI for ContentOne of the biggest uses for AI that’s often talked about is content creation. Many people are divided on this, but it’s still being used for each of the following tasks every day. Writing Blog PostsYou know it’s happening. Whether it’s right or not is another issue. There are a lot of ethical considerations to be made, and while you’re unlikely to get something truly unique, many people will be doing this to generate content quickly. Creating Scalable Content for Multiple Local Landing PagesOn the flip-side of this, if you’re creating content for a huge number of location pages, AI like ChatGPT could be a quick way to make content for these without having to do extensive research. Writing Simple ‘How To’ ContentBrands across the world spend many hours a year writing simple ‘how to’ content. Some of these brands will see something like AI as a real time-saver. As always, though, the question is whether the pieces will always be accurate, and how much time you’d need to spend tweaking them. Creating Article OutlinesA more sensible approach that many are already using is consulting AI tools for article structures. This is better because you’re using the tool for inspiration rather than relying on its at-times-questionable ability to churn out accurate content. Give the AI some keywords or prompts and it can spit out a proposed structure of headings and subheadings, much like Jasper’s Blog Post Outline feature, seen below.
Ideas for Headlines or Email Subject LinesCrafting the perfect headline or subject line is an art. AI, when given the right prompts, can spit out a bunch of different ideas for your piece that you may not have thought of yourself. At the very least they can be a kickoff point. Ideas for Local ContentInspiration is key here. If you have a subject or topic but aren’t sure what to write, you can simply ask. This is the kind of automation that could help busy content writers, or people without a team to bounce ideas off, to generate a variety of different things to write about. FAQsAlong with metadata, creating FAQs is a least-favorite task for many a content writer. It’s something that feels like it saps the creativity out of you. Now, with a few simple prompts, you can get a list of FAQs for pretty much any page. Then, if you’re feeling brave, you could even get the AI to write the answers for you! MetadataAnother task that can feel endless when you’re doing it at scale, writing metadata should be done with care to try and help your click-through rate, but when you’re doing it en masse, AI like ChatGPT could be a real help. You can even set parameters for length and tone in the prompts, too! AI for Research and InsightsQuick Local Keyword ResearchChatGPT and other AI platforms open up all sorts of new handy ways to perform localized keyword research:
Strategy DevelopmentIt’s safe to say that this one should be taken with a pinch of salt. I wouldn’t base your entire strategy on something ChatGPT gives you in 5 seconds, but it could offer some inspiration if you’re struggling to get started. Automation for Regular Local SEO tasksWriting a Google Business Profile DescriptionLook, writing isn’t for everyone, and your Google Business Profile will need some copy. If you’re stuck for a way to describe your own business, or that of your client, then AI can help. A number of local SEOs have commented on their surprise at the quality of the GBP descriptions they’ve seen come from AI. Generate Local Schema MarkupYes, you read that right: you can even use AI to generate schema for your website. All the different kinds. While this may sound great, it’s also not necessarily any more powerful than a standard schema generator, and you’re probably more likely to have to triple-check it. Much like generating website code with AI, this option is best used by people who already know what good, accurate schema looks like! Creating a Site Structure for Local ContentIf you’re not sure of the best way to lay out a section of your site, AI can help here, too. With the right prompts and questions, you could ask it to help with your services or even local content. AI for Art and DesignIt’s a cliché that a picture paints a thousand words, but in the world of prompt-based AI image generators, the opposite is finally true. With tools like Midjourney, Stable Diffusion, Lensa AI and DALL-E now mostly available to the public and more advanced than ever before, anyone and their dog can create professional-looking images quickly and (sometimes) completely free. For example, we created the image of our in-house AI, Randall Bott, using the simple prompt “40-year old male SEO expert in plaid shirt, headshot, professional lighting” on the Midjourney Discord server (yes, we leant heavily into the SEO stereotype, there). Beyond the dizzying array of AI artists creating fictional and creative worlds (some, artists embracing new technology, and some, less visually-artistic people creating images for the first time), there are many using AI image generators to create uncannily photorealistic images in order to illustrate their content. There are plenty of potential uses for AI image generators in local SEO, including:
However… due to the nature of visual art, in that it is immediate (and therefore immediately recognizable), the conversation around the ethics of these image generators is a far more heated one. Firstly, there’s an inherent bias towards non-minoritized people, due to the AI’s source material being skewed by images of white people. Then there’s the issue of copyright: who owns the copyright of these images when they’re based on, well, everything? While some argue that AI art always creates completely new variants and mutations, there are plenty of examples (like the one below) of platforms clearly leaning into well-known imagery in its datasets:
The short and skinny of AI art for local marketers: You can go ahead and use it to generate images if you like, but be prepared to have tough conversations around ethics, copyright, and more. You’ll need to decide for yourself whether it’s worth the potential backlash, which is admittedly a greater risk when working with larger brands. Other SEO Tasks That You Could Automate
There are likely a whole lot more! Want to add yours? Send us a tweet with your suggestion! Tips for Generating the Best Prompts As you may have guessed, to get the most out of AI like ChatGPT, it’s all about getting the prompts right. Andrew Shotland from Local SEO Guide has given us a few tips for doing just that: “When you are crafting prompts, try to be as specific as possible while also asking for small chunks of outputted copy vs. asking for a long-form response. This ensures you will get a higher-quality response and less repetitive text that will need to be edited.” If you need some more inspiration, check out this excellent collection of ChatGPT prompts. What do local marketers think of AI?With subjects like this, it’s always good to get another opinion. Local SEO is a wider world than you may think, so we asked a few industry experts for their thoughts.
Andrew Shotland CEO at Local SEO Guide
When you are using AI to produce local content, there are a few considerations to make for your approach: 1) What data do you use to create prompts? 2) What’s your method for refinement and editing? 3) How do you test your AI content? AI shines when it’s being used to speed up the scale of content production with templates that have a find-and-replace type of copy for different versions (e.g, location pages). Ideally, you would use AI to make these kinds of repetitive pages more unique, as this can have an impact on their indexation and ranking. At Local Search Guide, our process includes code for fact-checking, fine-tuning, and avoiding plagiarism. We start with content written by people and then fold that into data we have about the location, subject, and so on. Through some careful editing and having checks in place, we make sure our content is good and original, and simultaneously avoid repetitive work. Like Terminator 2, amazing results can happen when humans and machines team up against SkyNet.
Melissa Popp Content Strategy Director at RicketyRoo
I have a few thoughts on ChatGPT/OpenAI and how content marketers could (and should) be using it now. If anyone doubts AI is part of the future of SEO and content marketing, I don’t know how to convince them otherwise. So many are running around like chickens with their heads cut off, worried about the impact of AI-written content on our jobs and work. However, low-quality content has always been in our space; it’s always ranked, and it’s always found its way to the top until Google catches up, and it’s not there anymore. This is the nature of our work as SEOs and content marketers with search engines. Something new comes along and knocks us around—then we find a way to use it to our advantage, for better or worse. Search engines do the same. Where ChatGPT and OpenAI-based content platforms are going to succeed is with the guidance of content marketers and SEOs like us to build on the foundation of AI-generated content starts as. Anybody publishing the first draft of what they’ve written on the internet is lying to you—or shouldn’t be writing in the first place. This is work we should already be doing to help ourselves, and our clients, create the best possible content. We’re just now going to be using ChatGPT as our “first draft.” From there, the possibilities are endless: where we take that content, how we add to it, or even how we leverage AI to help us create more around a given topic. With feedback from subject matter experts and our clients, we can create something unique from something that starts out as a diamond in the rough. Things to ConsiderWhen it comes to AI there are a few things you need to consider before you dive in and start using it for absolutely everything like a crazy person. The Database for ChatGPT Has a ‘Knowledge Cut-off’This means it only knows things up to a certain point in time (2021, to be exact). Therefore new products, changes in laws, or other updates just won’t be something it answers. In some instances, it even suggests using traditional search engines for a query instead. Double-or-triple-check EverythingIt’s one thing if the out-of-date knowledge gives you bad information in content, but if you’re using it to generate code or create markup, you need to be very careful. The time it takes you to check over it may not save you as much time as you think, and in some cases, you may only spot an issue if you happen to be well-versed in the topic already. Miriam Ellis, of Moz, touched on a number of times ChatGPT was just flat-out wrong when she gave it a try recently. Be Careful with Tone and PersonalityIf you ask a basic ‘please write me something on [subject]’ prompt, you’re going to get something that’s (probably) factually correct, but lacking any kind of personality. There are ways around this, sure, like you can ask it to write in a particular style or voice. But it’s unlikely that you’ll be able to get it to speak in your brand tone of voice without major edits. AI content is functional, but you’ll struggle to rely on it when you’re building a brand. Even the stuff with a bit more ‘personality’ isn’t always great: Things Could Get Tricky, LegallyAs you can probably tell from the tone of this piece, we’re not here to expressly endorse using AI for all your tasks. We believe AI has the power to make mundane jobs more fun and hard jobs easier, but we’re also keenly aware that, as with any emerging technology, the legal ramifications (particularly around copyright) will only be truly understood once the waters have been tested via landmark court cases. As such, there have already been a number of concerns about plagiarism and even a lawsuit directed at AI ‘art’. Things are still in their early days, and as AI uses existing content from around the internet to develop its knowledge, there’s a chance things could get murky in the future. For example, there’s already talk of a digital watermark being created to help identify AI content. Google Has… Opinions… About AI ContentIt’s not even a new subject for them. Historically, they’ve said it goes against their guidelines. Obviously, they have to identify that content first, but based on the potential of a watermark, and the fact that a number of people are already working on software to identify AI content, I think we can probably trust that Google isn’t too far off it. These are the folks, remember, that built an AI that one developer genuinely believed was sentient. Final Thoughts: There’s Opportunity, but Be CarefulAI offers some really exciting opportunities for local marketers. Whether it’s speeding up your boring tasks, offering inspiration, or simply just a new outlet for creativity, there’s something it can help you with. While that’s the case, though, you need to be extremely careful how you’re using it. If you’re generating anything technical, like code or markup, you’ll need to create new processes for checking accuracy. Meanwhile, if you’re using it to generate content, you need to make sure you’re properly reviewing it to make sure it’s unique. There have already been issues with some AI-generated content and plagiarism. Running it through a plagiarism checker like Grammarly is a start, but uniqueness isn’t simply about the order of words. You need to make sure that you’re bringing true personality and expertise to the table. Google’s E-E-A-T (Experience, Expertise, Authority, and Trust) parameters are more crucial than ever, especially since the rollout of the Helpful Content Update. So if you are truly keen to use AI, make sure you’re ready to make changes to the content. You’ll also need to be wary of those digital watermarks mentioned above. Finally, it’s worth noting that, thanks to the widespread access to the legitimate phenomenon that is ChatGPT, this conversation is just getting started. We had to revise, redraft and expand on this piece multiple times to react to the AI news pieces that flew into our inboxes at gatling-gun pace. But because it’s new, and because it’s fast-moving, it’s naturally exciting. That doesn’t mean you should abandon your tried-and-tested local SEO strategy just to play with the shiny new thing. Baby and bathwater, and all that… Have you used AI to create content for local SEO? How did it go? Let us know on Twitter or continue the conversation with like-minded local SEOs in BrightLocal’s Facebook community, The Local Pack. via BrightLocal https://ift.tt/50xnvim Check out more SEO posts onhttps://seouk41.blogspot.com/
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Working with local businesses , you are likely to wear many hats. Having tools that can save you time, while providing you with useful insight, is therefore key to keeping your local SEO progress on track when life gets busy. In addition to your existing local SEO tools, it can be beneficial to add SEO extensions for Chrome to your digital toolkit. To help you make the most of your new Chrome SEO extensions, don’t forget to check out our local SEO resources for useful business listing information, citation sites, and review platforms. What are Chrome extensions and why are they useful?Think of a Chrome extension as a small piece of software that adds an extra capability to your standard Chrome browser. Once downloaded from the Chrome Web Store, your extension will usually appear as a small icon next to the address bar of your browser. You can then click on it to perform the task that that extension has been designed to carry out. How do I find extensions if they’re not in my taskbar? Not all extensions appear automatically at the top of your browser. If you can’t see the icon once it’s installed, click the “kebab” menu (three vertical dots) in the top-right corner. Scroll down to ‘More tools’ and select ‘Extensions’. From here you’ll be able to manage all your extensions, choosing which you want to be pinned and whether you want them activated. Chrome extensions are useful as time-saving devices. They empower Chrome to accomplish a specific task that it may not have the functionality to achieve as easily or seamlessly otherwise. They also allow you to tailor your Chrome experience so that it behaves in a way that’s aligned with your specific needs. For example, if you want to know when you have new messages but don’t want to continually log in to Gmail or have an open tab, you can use a Gmail Chrome extension. Once installed, it will monitor for new email messages and offer a new message alert without you having to manually navigate to your Gmail inbox in the browser window. There are a number of extensions that have been specifically designed for SEO, so we’re going to run through the best. Chrome Extensions for Keyword ResearchKeywords EverywhereKeywords Everywhere is a powerful keyword research tool. It packs in a whole host of useful information and handy functionality including ‘people also search for’ suggestions. You can use Keywords Everywhere to quickly find search volumes for any keyword, see the cost per click on Google Ads, check competition levels, and view trends data. If you’re keen to spy on your competitors, Keywords Everywhere will also show you the top 5,000 keywords any webpage is ranking for. Use this data to plug gaps in your own keyword strategy by discovering terms you aren’t targeting, but should be. Keywords Everywhere: Additional InformationIs it free? No. Keywords Everywhere works on a credit system. One credit equals one keyword. Credits are priced at $10 per 100,000. What makes it useful? Keywords Everywhere provides very useful keyword data, right within the browser window so you don’t need to waste time flicking back and forth between windows or applications. Keyword PlannerKeyword Planner makes light work of keyword research for any local business hoping to dominate on Google, YouTube, Amazon, eBay, or Etsy. Note: Keyword Planner is not to be confused with Google’s own ‘Keyword Planner’ tool! To use this Chrome SEO extension for local businesses, simply enter a search term into your chosen platform. The extension will then display a list of related search terms below the search box. The keyword lists make it easier to identify keywords that consumers may be using that you aren’t yet targeting. Incorporate them into your SEO activity to grow your visibility on any of the supported platforms. As well as keyword lists, Keyword Planner provides useful reference data to help you prioritize new search terms. This includes search volume, competition levels, and cost per click. Keyword Planner: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? The extension uses supported platform APIs so you can generate relevant lists of long-tail keywords specific to Google, YouTube, Amazon, eBay, or Etsy in seconds. Link: https://chrome.google.com/webstore/detail/keyword-planner/ohffmmbmebhcljgcdijjlepjaoladfag?hl=en Universal Keyword Planner BoxAnother easy-to-use keyword extension for Chrome, Universal Keyword Planner Box does exactly as its name suggests. Simply head to one of the supported platforms, type in a search term, and then review the list of associated keywords displayed below the search bar. You can copy and export the keyword suggestions presented, making it easier to analyze the keyword lists later. From there, you can pinpoint keywords to add to your local SEO strategy to close any gaps that may have appeared. At present, Universal Keyword Planner Box is compatible with Google, YouTube, Aliepress, Amazon, eBay and Etsy. Universal Keyword Planner Box: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? The ability to export keyword suggestions is very useful, as you can then refer back to your data later. Link: https://chrome.google.com/webstore/detail/universal-keyword-planner/niaagjifaifoebkdkkndbhdoamicolmj Chrome Extensions for On-page SEOLighthouseSource: Lighthouse Lighthouse is an excellent way to review your site’s Core Web Vitals. You can use it to audit specific pages on your domain. It runs a number of automated tests, at your request, to review various page performance metrics. You simply need to install it, then run it on a page to be given a series of scores and insights across performance, accessibility, best practices, and SEO. Each of these has a top-level score and a number of things it looks at, like page load speed, first contentful paint, problematic code, crawlability of links, and more. It’s an excellent way to spot issues quickly and create a plan for improvement. Lighthouse: Additional InformationIs it free? Yes, Lighthouse is completely free. Does it have a premium option? No What makes it useful? The statistics and actionable insights it provides are incredibly valuable for all kinds of different SEO tasks, whether it’s tech or content. Link: https://chrome.google.com/webstore/detail/lighthouse/blipmdconlkpinefehnmjammfjpmpbjk?hl=en AhrefsAhrefs also makes an appearance on our top SEO tools list. If you’re looking for an SEO extension for Chrome, Ahrefs has you covered with a range of features. The Chrome extension gives you some of the same capabilities as the standard Ahrefs tool. This includes the ability to perform on-page audits, view link profiles and check for broken links, review content including images and headers, and track redirects. Using the Chrome extension means much of this work can be done directly from your browser window. This means you can see relevant on-page SEO information, for your own and competitor sites, without having to tab between application windows. Ahrefs: Additional InformationIs it free? Yes. Does it have a premium option? Yes. $99-$999/mo. What makes it useful? Even without the premium subscription option to unlock Ahrefs metrics, you can still access a wealth of useful on-page data to inform your SEO strategy and conduct competitor research. Link: https://chrome.google.com/webstore/detail/ahrefs-seo-toolbar/hgmoccdbjhknikckedaaebbpdeebhiei?hl=en SEOquakeSEOquake brings together a range of on-page SEO tools to lighten the local search load for local business owners. It’s ideal for assessing your own on-page performance and snooping on competitors. Accessing a wealth of on-page SEO information is as easy as hovering over the icon once you’ve landed on your target page. At-a-glance information includes domain information, indexing data, and backlinks analysis. You can also dig deeper to view internal and external link reports, view an on-page SEO audit, and check keyword density. If you have a Semrush account, you can connect to SEOquake to unlock additional on-page metrics. SEOquake: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? If you want to benchmark performance, you can add additional URLs and compare domains against each other for easy analysis. Link: https://chrome.google.com/webstore/detail/seoquake/akdgnmcogleenhbclghghlkkdndkjdjc SerpstatIf you want an easy way to see how a competitor is performing in local search, Serpstat SEO website checker does just that directly from your browser window. In addition to checking in on competitor performance, you can use this SEO extension for Chrome to keep tabs on how your own local business website is faring. Simply navigate to any website and hit the Serpstat icon in your browser window to get a full SEO breakdown. This includes search visibility, competitors, traffic, and keywords. There’s also the option to check rankings and perform a full domain analysis, making this a useful extension for checking your own SEO progress and that of your rivals. Serpstat: Additional InformationIs it free? Yes. Does it have a premium option? Yes. $55-$399/mo. What makes it useful? Serpstat brings together more than 20 different tools to help keep track of your SEO effectiveness and conduct competitor research. SEO MinionSEO Minion is a free Chrome SEO extension which helps local business owners to perform seven local search tasks directly from their browser window. Use it to perform on-page analysis for any web page quickly and easily (this could be your own or that of another local business for competitive insight). Broken links can easily derail your local search visibility and frustrate website visitors. SEO Minion’s backlink checker will flag up broken links and allow you to sort by status so you can prioritize remedial action. There’s also a multi-location ranking checker, allowing you to recreate search listings from any location to get a better overall picture of your local visibility. SEO Minion: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? The collection of seven different tools makes light work of everyday SEO tasks for time-poor local business owners. Link: https://chrome.google.com/webstore/detail/seo-minion/giihipjfimkajhlcilipnjeohabimjhi MozBarThe MozBar Chrome extension is especially useful for conducting competitor research. The free version of the tool offers six functions. One of the most useful is the on-page highlighter which enables you to highlight keywords and link types on the page. If you’re more of a visual learner, the ability to color code the page while studying a competitor URL can make analysis much easier. You can also click to bring up a page overlay. This allows you to see HTTP status, page elements, and markup. Many SEOs and digital PRs also use the MozBar to look at a site’s Domain Authority (DA), which is Moz’s way of ranking the overall authority of a site. A Moz subscription unlocks further features such as at-a-glance keyword difficulty ratings for any keyword in the search results page and on-page optimization suggestions. MozBar: Additional InformationIs it free? Yes. Does it have a premium option? Yes. $99-$599/mo. What makes it useful? It’s a fast way to uncover lots of useful SEO information, and you can export your findings to CSV for further study later. Link: https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp Chrome Extensions for Google Business ProfileGMB EverywhereGMB Everywhere (yes, the name hasn’t changed since the update from Google, we know) is one of the top Google Business Profile extensions in the Chrome Store. It helps you to conduct competitor research by making it easier to snoop on other local business listings. Once installed, navigate to a local search results page. From there, you can use GMB Everywhere to see which primary and secondary categories other local business listings have chosen. You can also use it to analyze review profiles and benchmark performance against your own reviews. If you’re new to Google Posts, the Post Auditing feature enables you to dive into your rivals’ Post strategy and understand their approach. Use this information to finetune your own Post content. GMB Everywhere: Additional InformationIs it free? Yes. Does it have a premium option? Yes. $25/mo. What makes it useful? GMB Everywhere makes it quick and easy to delve into your competitors’ Google Business Profile strategies. The Teleport feature is also helpful for conducting searches as if you were in another location. Link: https://chrome.google.com/webstore/detail/gmb-everywhere-gbp-audit/oibcaeeplepnjfjhokfcabnaafodppik PlePer Local SEO ToolsThe PlePer GMB extension can perform four different local search listing analysis types from Maps results. Pull it up to understand what categories other listings are using to obtain their rankings. You can also use PlePer to dive into the review profiles of your local competitors. The extension will give you data such as number of reviews, average star ratings, the number of listings without reviews, and the maximum and minimum number of reviews obtained. As reviews are a core component of local search visibility, this insight can help you understand how your own review profile holds up against your closest competitors. PlePer will also show you business hours and business attributes directly from Maps listings. PlePer Local SEO Tools: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? PlePer’s level of detail from Map results is incredibly helpful for understanding how others are approaching their local listing optimization. Link: https://chrome.google.com/webstore/detail/pleper-local-seo-tools/cpdkchkkmcpnfgbpjjgfhcbcaceeandd Chrome Extensions for RankingsGMB CrushGMB Crush (another that fell foul of the GBP name change) could easily function as a Google Business Profile Chrome extension but it’s also incredibly helpful for exploring your local rankings in more detail. You can search from your physical location or, if you want to see search results for other zip codes, change your geo-location directly in GMB Crush. From there, you can see which of your competitors are ranking well in other areas and where your own business is appearing. If your listing isn’t doing as well as you’d like in zip codes that matter to your business, use one of the GMB extensions to understand why. GMB Crush: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? The ability to perform zip code-specific searches gives you an accurate understanding of where your listing is ranked away from your immediate physical location. Link: https://chrome.google.com/webstore/detail/gmb-crush-gmb-audit-tool/aakkhbloifflgelkkikmbakldbhllbfj Semalt SEO ExtensionThe Semalt SEO extension for Chrome shows you which keywords your site is ranking for in Google search. If you’re time-poor, the ability to see rankings at a glance directly from your browser window can be extremely beneficial. The extension covers search positions one to 100. And in addition to quickly checking up on your own progress, you can use this same extension to keep tabs on your competitors. Semalt will record whether you’re ranking for more or fewer keywords over the last day or months. You can also view the keywords any website ranks for, helping you to identify new phrases that competitors are targeting but you haven’t yet considered. Semalt SEO Extension: Additional InformationIs it free? Yes. Does it have a premium option? No. What makes it useful? Semlat provides an abundance of ranking intel. A particularly helpful feature is the ability to generate a top 100 competitor list for any keyword you’re interested in ranking for. Link: https://chrome.google.com/webstore/detail/website-ranking-and-seo-c/npapojppkmfhefbokolngnomlgkkpcnc via BrightLocal https://ift.tt/8XxyKZ0 Check out more SEO posts onhttps://seouk41.blogspot.com/ In the words of Middle-earth’s most sought-after local SEO expert, Galadriel:
At least, that’s what Apple wants you to think. They’ve announced the launch of Apple Business Connect (or ‘ABC’, if you love an easy-to-remember initialism). It’s worth noting that while they appear to be spinning it as a completely new product, it’s actually a bit of a re-launch of the older ‘Apple Maps Connect’ released nearly a decade ago. That sounds great on paper, but what does that actually mean for your business and clients, and is it something you’re going to need to spend time tinkering with? Source: Apple Right off the back of the news, we’re going to run you through everything you need to know about Apple Business Connect today. What is Apple Business Connect?In Apple’s own words, Apple Business Connect lets you “put your business on the map”. If that sounds a bit too vague, they go on to say that this “free tool allows businesses of all sizes to customize the way their information appears across Apple apps.” Essentially, it’s Google Business Profile (GBP) but for Apple Maps, something that many businesses will welcome. When Apple Maps Connect was initially released, it wasn’t quite as feature-rich or useful to businesses as its direct competitor, now known as Google Business Profile. It offered a much more basic product that essentially just let you list your business and appear on Apple Maps. As you can see from Apple’s screenshot below, though, there’s a lot more to this new iteration: Source: Apple What does Apple Business Connect include?This new Apple Business Connect includes features such as: Fully customizable Place CardsThese include:
Showcases
This new feature is a way to help businesses promote timely offers and announcements, much like Google Posts. Showcases can all be managed through Business Connect, and for those in the US, you’ll start seeing these from today, before the feature rolls out globally in the coming months. Customer call-to-action buttonsThese show on each Place Card, where applicable, and where set up by the business. These include:
Source: Apple Insights
Apple Business Connect also offers insights within the app, which means a better understanding of your customer, so you can improve your offering on the platform. You’ll be able to see what people searched before tapping into your location, as well as insights about your Place Card. This could be particularly valuable to businesses and agencies managing listings, especially as Google seems to be removing (and moving) its own Insights functionality, rather than developing it further. Source: Apple What does it mean for local business owners and marketers?At the very least, it means you need to spend a few minutes updating your Apple Business Connect, if you already had one. And if not, then you should go get one! It’s free real estate on an app that’s used by more people than you may realise. “Apple Maps is becoming more and more popular, and it makes sense for you to register and maintain your business properly and accurately on the Apple Maps ecosystem.” explains Barry Schwartz. Claim Your Apple Business Connect Now You can claim your ABC at businessconnect.apple.com and we’d advise you to do so if you haven’t already. You can easily claim and manage your Apple Business Connect listing, along with hundreds of other business listings, with BrightLocal’s Citation Builder service. If you need help claiming your Apple Business Connect manually, we have a guide for that. Once you have, we’d recommend starting to show it the same care and attention you’ve been showing your GBP. Make sure you claim it and that all the basic information is up-to-date and correct. At the very most, however, this is an exciting opportunity for agencies and local SEOs to add another string of expertise to their bow. Apple Maps is no longer a second-rate platform, so it’s worth spending time with it learning to understand how Apple prioritizes businesses in Maps, and how you might be able to impact its visibility via the features that Apple Business Connect now provides. For anyone working on a multi-location business, there is now API functionality to manage multiple listings on Apple Maps. This update could provide some serious competition for Google Business Profile, with an offering almost on par with theirs. It could also have a major impact on consumers searching for local businesses on Apple devices, without the need to switch to Google. For local marketers, gaining more insights about customers on Apple could prove that that’s where the audience is, so it’ll be interesting to see whether any shift their focus based on the stats they’re seeing. And, while we aren’t picking a side, Apple has certainly made this refresh look pretty great. It looks and feels a little slicker than Google’s business profiles. How is the industry reacting?While it may not feel seismic (after all, it’s technically an update of a nearly-decade-old service rather than a new product), it’s certainly garnered a bit of a buzz across the local search industry. The new UI is getting some particularly positive reviews, especially as it’s easier to use than what we’re used to seeing with Google Business Profile. David Mihm, Local SEO Consultant, and Co-founder of Near Media says:
Additionally, Mark Gurman, reporter for Bloomberg Business, explains that this may be preparation for Search Ads coming to Apple Maps.
While it might in the long run be a way to increase revenue for Apple, the opportunities for local businesses to reach and engage more audiences across Apple devices, without relying solely on Google, are profound How can I optimize my Apple Business Connect?For now, you can follow similar steps to how you optimize your Google Business Profile, especially as a lot of the features are similar to that. We’ll be coming back to you with a complete guide on optimizing your Apple Business Connect shortly, to help you absolutely smash your Apple Maps marketing in 2023. In summary: what’s happened and what comes nextTL;DR?
While this launch is very exciting, it’s also new territory. As such, there’ll be more to come. We’ll be keeping you updated with any further stories on Apple Business Connect and how you can get the most out of it. Updating your Apple Business Connect? It could also be the perfect time to check over your Google Business Profile, too. Running a Google Business Profile Audit could give you insights into what you need to change, and even give you something to consider for your ABC. via BrightLocal https://ift.tt/I52LUSs Check out more SEO posts onhttps://seouk41.blogspot.com/ Welcome back to the Local Search Roundup! This month, we’re taking a look back at the biggest local search stories from December 2022. So, what’s been going on? Well, if you didn’t think Google would let us all rest over the holiday period, turns out it actually kind of did. The announcement that its Helpful Content Update would be delayed was welcome news for some, albeit slightly frustrating for those waiting for the rollout to be done … and waiting. As far as other updates are concerned, it was a quieter month in all. What’s new with Google Updates?Google begins rolling out another iteration of the Helpful Content UpdateAfter an initial launch midway through 2022, the Helpful Content Update got a refresh. The global algorithm update aims to help searchers find useful content by promoting more helpful websites and content. Initially predicted to take several weeks to roll out, Google confirmed an extension was taking place, before a slight pause in the holiday period. The pause of the holidays has now ended. December 2022 Link Spam Update rolls outInitially expected to take a couple of weeks to roll out in December, Google has confirmed that its Link Spam Update is also rolling into January… so keep an eye on any ranking fluctuations. Introducing E-E-A-TAfter everyone finally got used to E-A-T and what it meant for local content, Google decided to update it with an extra E. The concept of E-E-A-T marks a significant update to Google’s Quality Rater Guidelines, introducing ‘Experience’ as a key indicator of trustworthiness. Refined search capabilities rolling out on mobileAfter months of testing and a feature at Search On, Google is rolling out topic filters at the top of some search results pages. Using “dinner ideas” as an example, users can narrow down their results with filters such as “vegetarian” or “healthy” and find more relevant content. Image: SERoundtable Latest Updates to Google Business ProfileA bug affecting photo and logo uploadsAnother day, another Google Business Profile (GBP) bug! It seems mostly newly verified businesses were having issues being able to upload photos and logos to business profiles. This was resolved around a week later. Disclaimers added to appointment providersBusiness profiles with associated appointment providers now have a disclaimer, reading: “providers are listed in random order.” —however, this can be expanded to explain that if the business does have a preference, then this provider will be displayed first. Option to download your Google Business Profile when removing a listingWhen users navigate to the option to remove a GBP listing, they can now ‘Download content’ to save their listing data. …but they made it a little too easy to delete your GBP altogetherIt was noted by Claudia T on Twitter that the option to permanently delete your GBP was possibly a little bit, well, reckless.
Photos added to GBP now marked as ‘pending’Notices have been spotted on images added to Google Business Profiles to reflect that they are pending approval. Services now showing on GBPs via desktopAn expandable list of services can now be seen on Business Profiles when using a desktop interface. Where categories are limited, this update is helpful for local businesses as they can be more visible to prospective customers. NMX allows custom maps to be created for websitesThe new in-search editing interface now allows users to pick a design and show a custom Google map on their websites – this is particularly useful for businesses with multiple locations. Latest in Reviews NewsStudying the influence of review count on conversionSOCi’s State of Google Reviews report examined the Google profiles of 31,000 chain and franchise businesses to measure the influence of review count on conversion, further highlighting the importance of actively working on your business review profile. What do we know about the new Reviews algorithm?Following the chaotic bug causing the removal of GBPs in November, Mike Blumenthal of NearMedia examines the new review filter. Findings show their benefits but, as we know, there have been cases of false positives and plenty of confusion, too. Local Guides Do Matter!A case study by Joy Hawkins has found that business reviews by Google Local Guides stay at the top of reviews for longer, as do those from reviewers with profile photos. Local MarketingBrightLocal releases first Local Marketing Confidence SurveyAs well as a generally positive outlook for marketers in 2023, we delve into some of the biggest challenges agencies and consultants face with winning new clients. You can read the full findings, key insights and recommendations of the Local Marketing Confidence Survey here. What does Continuous Scrolling mean for advertisers?Continuous results scrolling has been confirmed as rolled out on desktop. But what does this mean for ads? Advertisers may see higher impressions and a lower CTR on Search, Shopping, and Local Ads, says SearchEngineLand. For the very latest in local SEO, updates Google Business Profile, and more, don’t forget to keep your eyes peeled on our Twitter account! via BrightLocal https://ift.tt/z3FYkXa Check out more SEO posts onhttps://seouk41.blogspot.com/ Compared to the wider SEO industry, local SEO tends to be a lot more welcoming, supportive, and collaborative, with a handful of top experts leading the way. At BrightLocal, we’re committed to spotlighting the stories of those coming up in the industry and really making a name for themselves. It’s in this spirit that we created Rising Stars of Local SEO, an annual selection of the folks who represent a widening talent pool of local SEO expertise. We asked several local SEO experts and contributors to nominate their favorite ‘rising star’, be that a colleague, a peer or just a real valuable Twitter follow. There will be faces you might recognize, but plenty you won’t, too! Without further ado, then, here are BrightLocal’s Rising Stars of Local SEO 2023, as introduced by their nominees:
Elizabeth Rule SEO Analyst at Sterling Sky
Nominated by: Joy Hawkins, Colan Nielsen, Claire Carlile, Krystal Taing, and Greg Gifford “I think Elizabeth Rule is an upcoming star. I’m biased as I work with her but she’s incredibly bright and her passion for Local SEO is very strong.” – Joy Hawkins “I’ve had the opportunity to read her articles, listen to her podcasts, and hear her speak at a conference and her passion and dedication to local SEO is undeniable. It’s always refreshing to have and hear from unique perspectives in local.” – Krystal Taing “There is so much I can say about Liz. Liz has a passion for local search, which seems to be a rare quality in our industry. On the public side of things, Liz is an upcoming speaker and writer. Liz recently delivered her first presentation at our virtual LocalU event in November 2022 and is on deck to present at the live LocalU event in Dallas in 2023. Watch out! “On the internal side here behind the scenes at Sterling Sky, Liz is even more impressive. Liz has that rare trifecta in our industry where she can manage client relationships, create strategies, and do excellent local SEO tactical work. Watch out for Elizabeth Rule in 2023.” – Colan Nielsen Twitter: @ownyourserp
Celeste Gonzalez SEO Strategist at RicketyRoo
Nominated by: Amanda Jordan “Celeste Gonzalez is definitely a rising star for 2023. There’s no doubt for me that she will be one of the top local SEO strategists. Her ability to think critically, problem solve, and consider scalability already rivals many experienced members of our industry.” Twitter: @CelestexLili
Crystal Horton Local Service Ads & Google Product Expert at Crystal Horton Digital
Nominated by: Ben Fisher “I have had the privilege of seeing her grow. She is dedicated, and I am lucky as I work with Crystal all the time, she is super smart and very detail-oriented, and most importantly she has this never-ending desire to learn.” Twitter: @imcrystalhorton
Amy Toman SEO Analyst at Digital Law Marketing
Nominated by: Ben Fisher “Amy is amazing, a down-to-earth nice person (even though she is from NJ, we won’t hold that against her) But seriously, she is wicked smart and so dedicated to what she does. and those that she helps.” Twitter: @BubblesUp
Hannah Borchik Senior Manager, Healthcare & Google Business Profile Product Expert at Reputation
Nominated by: Crystal Horton “Hannah is a wealth of knowledge and an extremely accomplished Local SEO expert, her deep understanding of SEO produces results. Hannah is a Google Business and Google Maps Product Expert.”
Rachel Tinker Manager of SEO at Blue Corona
Nominated by: Crystal Horton “Rachel likes numbers. She pushes data beyond its limits, thinks outside the box, and uses local SEO as her tool to create incredible outcomes for local businesses.” Twitter: @RachelBTinker
Stefan Somborac Founder at Marketing Metrology
Nominated by: Miriam Ellis “Stefan has been around for a few years, I think, but I only became aware of him in 2022 and I’m enjoying following him. He is really on top of spotting new local developments and sharing up-to-date information. I appreciate that so much!” Twitter: @StefanSomborac Elizabeth Linder SEO Strategist at Kick Point
Nominated by: Dana DiTomaso “When Liz says something is going to happen, you can trust that it will happen. She’s determined, reliable, and persistent. She had only been working with us for a few months when she “fell for” SEO and said she was committed to becoming an expert. She’s an example of what you can achieve when you put in the work and open yourself up to the joy and strife that comes from learning something like SEO. “Liz is quick to share her knowledge with our team and clients, willing to experiment to seek continuous improvement, and dedicated to being a lifelong student (and teacher) in our industry. She’s always excited to share wins and successes that our clients have but often forgets to acknowledge that those things happened because she made them happen. Everyone at Kick Point is proud to work with Liz and we’re so excited for her to be recognized for her work in this way! In addition to her SEO expertise, we also benefit from her incredible sense of humor — her (sometimes bleak) takes on life and deep commitment to callback jokes are unrivaled.” Twitter: @Its_Liz_Linder
Emily Brady Sr Manager, SEO at Podium
Nominated by: Claire Carlile “Emily Brady is a total gift to our industry – with a tonne of experience of ACTUAL on-the-ground local marketing experience, plus the ability to distill this experience into actionable recommendations that can benefit anyone learning about and working within the local SEO field. “She’s a super fun guest to host for podcasts and webinars, and you always know that she’ll bring the goods with regard to real-life examples plus proper marketing insight. Bravo Emily, we love you!” Twitter: @Plotboilers
Harmony Huskinson Local SEO Specialist at Portent
Nominated by: BrightLocal “Harmony is making great strides in the world of local SEO and from any conversation we’ve had with her, it’s clear she is highly skilled, experienced with a range of clients, and confident at sharing her findings and knowledge with the industry. It’s been a pleasure reading her content and discussing insights with her. We’re sure Harmony has a strong future ahead of her in the world of local SEO, and we’re really excited to see where she goes”. Twitter: @hhuskins Who would you nominate?A huge well done to all of our Rising Stars of Local SEO. We can’t wait to see what this year brings you! Thanks for checking out BrightLocal’s Rising Stars of Local SEO 2023, and thanks to those experts who provided a nomination. Who would you nominate as your personal rising star? Let us know over on Twitter or in our Facebook Community, The Local Pack. via BrightLocal https://ift.tt/tXeWzwk Check out more SEO posts onhttps://seouk41.blogspot.com/ As the dust settles on 2022, with party streamers still floating in the breeze, we wanted to look ahead at 2023, to see what this year could hold for local SEOs. We gathered some of the industry’s top experts, to share their predictions for the year ahead. So shake off that January gloom, and see what they’ve got to say about the next 12 months in Local SEO. Changes to Google Business Profile
Amanda Jordan Director of Digital Strategy at RicketyRoo
I expect to see changes in how Google Business Profiles (GBPs) are managed as well as how they show up in search results. I wouldn’t be surprised if mobile local SERPs go through some drastic changes. Always check your mobile, local peeps!
Crystal Horton Local Service Ads & Google Product Expert at Steady Demand
We are noticing a decrease in GBP phone calls and an increase in calls from Local Services Ads. I predict Google will continue to make changes with the interface in the first quarter and local search will become a different beast.
Dayna Lucia Strategist, SEO at Amsive Digital
I think in 2023 we’re going to continue to see an evolution for GBP. More emphasis on location-specific photos and videos versus generic stock photos, more emphasis on highlighting reviews and customer experiences, and more specific categories being added. I also think that there will be more ways for users to provide feedback about businesses. Additionally, with the recent update regarding E-E-A-T, I think that really opens the door for local businesses and content creation, especially when it comes to demonstrating first-hand experience in niche areas.
Greg Gifford VP of Search at SearchLab
Everyone will continue to call it “Google My Business” and “GMB” for at least another year… Visual Search
Claire Carlile Local SEO Expert at BrightLocal
I’ll continue to keep an eye on Google’s visual search and multisearch “near me” functionality, in terms of understanding the opportunities they present to the local businesses that I work with. That said, I’ll also be thinking about making sure that my clients aren’t keeping all of their eggs in Google’s basket: understanding the opportunity provided by Apple Maps and any other sources for leads is top of my 2023 list. Video in Local
Joy Hawkins Owner/President at Sterling Sky
We’re seeing video become more and more important in the organic SERPs. With Google adding the ability to add videos to reviews now (along with photos) and videos auto-playing in the Google Maps app, I think businesses are going to start paying a lot more close attention to video assets next year.
Ben Fisher Founder and VP of Marketing at Steady Demand
So I think next year will bring the normalization of video and images in local. Additionally, I think we may still see more ways for merchants to make more out of GBP. Now that the name change and in-Search experience is all complete, it’s time to build features and fix broken ones. The impact images had this year was pretty impressive and I think we may see the same impact from video. Authenticity and Quality
Krystal Taing Solutions Engineer, Strategic Partnerships at Uberall
I think 2023 will bring demand for authenticity. We’ve seen a number of trends such as spam on the map, fake reviews, and content written for algorithms (not people), get a decent amount of attention over the last few years in order to help consumers build trust with brands. While search engines and sites are attempting to make strides here, I don’t think the impact will be strong enough to move the needle for consumers. This is why we see pushes towards areas and apps that create more authentic experiences like photos, videos, and events.
Elizabeth Linder SEO Strategist at Kick Point
It felt like Google spent a lot of time focusing on quality content and legitimate businesses this past year. I feel like quality localized content that tells a searcher who you are, where you’re located, and what you do, is going to continue to make a difference when ranking in local search results. Make sure you’re providing customers with accurate, helpful information about your business in all areas; your Google Business Profile, your website, and any other important citation sites for your industry will continue to be key in performing well on search. Service-area Businesses
Colan Nielsen Vice President, Local Search at Sterling Sky
I say this every year and occasionally I get it right: Google will continue to roll out features specific to service-area businesses. Home services continue to be a high-growth industry. According to technavio, the home services market is expected to increase to USD 5.14 trillion between 2021 and 2026. With that growth, it would make a lot of sense for Google to give the home services industry some attention. For instance, Google recently launched the ability to add predefined service areas. The big question is whether or not the service areas will start to impact ranking in 2023. What about AI?
Crystal Carter Head of Comms at Wix
The coming year will be an exciting time for SEO. With generative search from tools like ChatGPT and Google SERPs rich with multi-media, SEO is extremely dynamic. As a result, investing in the core of your digital presence is particularly important, as well as informing your Knowledge Panel, your GBP, which is now used as a data source for some Google’s most important new features. Those who invest in utilizing all aspects of GBP should see solid results.
Emily Brady Sr Manager, SEO at Podium
As more SEOs adopt AI for content generation, I think we’ll see a renewed interest in website content for local businesses. Small businesses are typically running SEO on shoestring budgets, so a tool that enables them to create content faster (and cheaper) for their local clients could generate more interest in things like long-form content and blogging for SMBs. Depending on how good that content is, the result could be a more competitive landscape for editorial search results small businesses are targeting. On the Subject of AI…With all this talk about AI, we thought we’d see what the bots have to say about themselves. So, without further ado, it’s time to introduce Randall Bott, Vice President of Automation at Advanced Internet. We generated Randall’s photo using Midjourney and then, using ChatGPT, told it to ‘imagine it was a local SEO expert working for a marketing agency’ and answer the same questions we put to the experts. Randall Bott Vice President, Automation at Advanced Internet
As an AI language model, I am not able to make predictions about future trends in local search or any other topic. However, I can provide some information about local search and suggest some potential developments that may occur in the coming years. One trend that has been increasingly important in local search is the use of online reviews and ratings. These reviews and ratings can help businesses attract new customers and improve their online reputation, and they are often used by search engines as a ranking factor in local search results. It is likely that this trend will continue in the coming years, and businesses may need to focus more on actively soliciting and managing online reviews in order to improve their local search visibility. Another trend that may continue to grow in importance is the use of artificial intelligence and machine learning in local search. This technology can be used to improve the accuracy and relevance of local search results, and it may be incorporated more widely into local search algorithms in the future. Finally, it is possible that the use of voice assistants and other voice-based search technologies will continue to rise in popularity, leading to an increased focus on optimizing for voice search in local SEO efforts. Again, these are just a few potential trends that may occur in the field of local search in the coming years, and they are not meant to be definitive predictions. Way to stand by your predictions, Randall! You’ll be hearing from Randall again in some of our upcoming features, as we want to see what he thinks about everything local SEO across 2023. Time to See What 2023 Has to OfferCould some of these predictions hold true? We’ll try and remember to circle back at the end of the year to see! Overall it feels like there’s a real buzz around potential changes to Google Business Profile, an increase in video and visual search, and while no-one seems quite sure what AI is going to bring to the table, we’re all equally excited and nervous about it. Overall, 2023 could shape up to be an exciting year for local SEO, with new technologies and trends emerging that will have a major impact on the industry. Stay tuned for more updates and insights as we continue to monitor these developments in the coming months. via BrightLocal https://ift.tt/g78cON5 Check out more SEO posts onhttps://seouk41.blogspot.com/ |
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