Local SEO in 2023: What’s Changing and How to Stay Ahead of the Game

The years post-COVID saw a sudden upsurge in the number of consumers interested in shopping online. And, about 49% of them were interested in buying from businesses that had a local presence. This has made local SEO increasingly important for businesses looking to attract local customers.

Google has been making significant changes to its search algorithms in order to provide better, more relevant results to users. This has led to the rise of local search, which is now a crucial part of any SEO strategy.

In recent years, Google has made several updates to its algorithm that have had a significant impact on local SEO. For example, the “Pigeon” update in 2014 placed greater emphasis on local search, while the “Possum” update in 2016 gave more weight to user location and the physical address of businesses. Moreover, the recent “Product Reviews Update” of February 2023, encouraged site owners to add user reviews to make their site more helpful. As we progress, we can expect further changes to Google’s algorithm that will continue to shape local searches.

Here are some of the key trends to watch out for:

The Rise of Voice Search

Voice search has been growing in popularity over the past few years, and this trend is set to continue in 2023. As more people use voice assistants like Siri and Alexa to search for information, businesses will need to optimize their content for voice search in order to remain visible in local search results. This will ensure that even those who have trouble reading can access your website easily.

More Emphasis on User Experience

Google has always placed a strong emphasis on user experience, and this trend will continue in 2023. Businesses that provide a great user experience, both on their website and in their physical location, will be rewarded with higher search rankings. Using interactive web designs can help enhance the overall user experience and improve user engagement.

Greater Use of Artificial Intelligence

Google is investing heavily in artificial intelligence, and we can expect to see more AI-powered features in search results in 2023. For example, Google’s “Google Lens” feature can already identify objects and provide information about them. This technology could be used to help users find local businesses more easily. Moreover, with Bard releasing anytime soon, we can expect another revolutionary AI chatbot to transform the way people search for information online.

Increased Personalization

Google is also placing a greater emphasis on personalization, which means that search results will be tailored to the user’s individual preferences and search history. This trend will make it more difficult for businesses to rank highly in local search results, but it also presents an opportunity for businesses to create personalized content that resonates with their target audience. 

With so many changes happening in local SEO, it’s important for businesses to stay ahead of the curve in order to remain visible in search results. Here are some tips on how to do that:

Optimize for Voice Search

Voice search is rapidly gaining popularity, and businesses need to adapt their SEO strategies to accommodate it. People tend to use more conversational language when speaking to voice assistants than they would when typing into a search engine, so businesses need to make sure their content reflects this. They should also try to answer common questions that people might ask when searching for their products or services.

Focus on User Experience

User experience is always an essential part of SEO, but it’s becoming even more crucial in local SEO. Businesses should create a clean and easy-to-use website that loads quickly and provides a seamless experience for visitors. They should also make sure their physical location is welcoming and easy to find, with clear signage and easy-to-use parking facilities.

Use AI-Powered Features

Artificial intelligence is becoming increasingly prevalent in search results, and businesses should be prepared to take advantage of it. Google Lens is one example of an AI-powered feature that businesses could use to their advantage. By providing accurate and detailed information about their products or services through Google Lens, businesses can help potential customers make informed decisions.

Create Personalized Content

Personalization is another important factor in local SEO. By creating personalized content that speaks directly to the target audience and addresses their specific needs and interests, businesses can boost conversions greatly. Creating content that’s tailored to different customer segments or using location-based targeting to reach customers in specific areas can help.

Build High-Quality Backlinks

Backlinks are still a crucial ranking factor in local SEO. Businesses should focus on building high-quality backlinks from reputable sources in order to improve their search rankings. They can do this by reaching out to other businesses in their local area and collaborating on the content or by creating valuable resources that other websites will want to link to.

Google My Business

Google My Business is a powerful tool for local SEO that can help businesses improve their visibility in local search results and attract more local customers. The first step in using Google My Business is to claim and verify your business listing. This involves providing Google with accurate and up-to-date information about your business, such as your business name, address, phone number, and hours of operation. Once you’ve claimed and verified your listing, you can start using the other features of Google My Business to improve your local search rankings.

You can optimize your business profile by adding high-quality photos, creating a detailed description of your business, and selecting the most relevant categories for your business. Furthermore, you can use Google My Business posts that include text, images, videos, and links to other content. These can be used to promote special offers, events, new products, or services. Finally, don’t forget to monitor Google My Business insights as they can help identify areas where you need to improve your local SEO strategy and adjust your tactics accordingly.

Staying ahead of the game in local SEO means being adaptable and keeping up with the latest trends and changes in search algorithms. By optimizing for voice search, providing a great user experience, using AI-powered features, creating personalized content, and building high-quality backlinks, businesses can improve their local search rankings and attract more local customers.