The New Google Smart Search
Google’s ever-evolving search algorithm, often referred to as “Smart Search,” aims to deliver the most relevant and helpful results to users. While this is great for consumers, it can present a challenge for small businesses whose websites haven’t been optimized for search engines (SEO).
What is Google Smart Search?
In the age of Smart Search, Google prioritizes factors like website speed, mobile-friendliness, and quality content. If your website lacks these elements, it might get buried in search results, making it harder for potential customers to find you.
Google Smart Search has a significant impact on local businesses, as it prioritizes local results for searches with local intent. This means that when someone searches for “best pizza near me” or “plumber in [city name],” Google’s algorithm will try to show results that are relevant to the searcher’s location. This can be a huge advantage for local businesses, as it increases their visibility to potential customers in their area.
What About Sponsored Ads?
Paid advertisements are another key component of Google Smart Search. These ads appear prominently at the top and bottom of search results pages, often pushing organic listings further down. For businesses with the budget, paid ads can be a powerful tool to drive traffic and generate leads. However, for smaller businesses with limited resources, competing in the paid ad arena can be expensive and challenging.
What Does All This Mean for Your Small Business?
If your website isn’t SEO-friendly, you could be missing out on valuable organic traffic. It’s crucial to invest in optimizing your website to ensure it aligns with Google’s ranking factors. Quick fixes include (1) improving website speed and (2) ensuring mobile responsiveness. If you have more time, (3) creating high-quality, relevant content sets you apart.
What You can do to Optimize to be Found with Smart Search:
Claim and Optimize Your Google Business Profile: This is the most crucial step. Ensure your business information is accurate, complete, and up-to-date. Include your business name, address, phone number, website, hours of operation, and relevant categories.
Local Citations: Make sure your business information is consistent across the web. This means having the same name, address, and phone number (NAP) on your website, social media profiles, and other online directories.
Localized Keywords: Incorporate location-specific keywords throughout your website content. For example, instead of just “best rafting,” use “best rafting in [city name].”
Mobile Optimization: Most local searches are performed on mobile devices. Ensure your website is mobile-friendly and loads quickly on all devices.
Local Link Building: Get backlinks from other local businesses, organizations, or websites. This signals to Google that your business is relevant to the local community.
Encourage Reviews: Positive reviews on your Google Business Profile can improve your local ranking. Encourage customers to leave reviews, and respond to both positive and negative feedback.
By following these tips, you can improve your website’s visibility in local search results and increase your chances of attracting customers in your area (whether geographically or by niche need).
Stuck trying to optimize your website? Let’s talk → here’s our appointment calendar.
So Remember
While paid advertising can be effective, it’s not the only solution. By focusing on SEO, you can improve your website’s visibility in organic search results, making it easier for potential customers to discover your business.
Remember, Google Smart Search is constantly evolving, so staying on top of local SEO best practices is essential for local businesses to thrive in the digital landscape.
When you prioritize SEO and explore cost-effective advertising options, you can level the playing field and ensure your business remains competitive in the digital age. Even small steps towards optimization can make a significant difference in your online visibility and ultimately drive more customers to your business.
