The pandemic has left us with a variety of new digital behaviors as a side effect. Now, when users want something, they want it at the moment and in the most accessible way. Google Trends has shown that searches for “news near me” have tripled over the past five years worldwide.
According to the research platform, the new azerbaijan phone number list local search features aim to:
- improve the visibility of local news;
- helping small media companies make money;
- raise more awareness about what is happening in a particular region.
While this is a great opportunity for all local newspapers, it can also be the beginning of something much more significant for Digital Marketing , especially when it comes to content creation.
Keep reading!
- What has changed with these new Google features?
- What do local search features have to do with Content Marketing?
- How to improve your content marketing strategy for local searches?
What has changed with these new Google features?
Before we dive into the details of what’s changed, it’s critical to highlight that this update isn’t just about local SEO improvements .
Local SEO work remains a fundamental long-term practice for those who want to appear at the top of search results in their area without having to invest money in it.
These new news features put local publishers in the spotlight, creating a real-time macro view of what’s happening in the user’s area.
Carousel of local news
Available globally and in all languages, this carousel compliance with email marketing regulations feature will showcase local publishers so they can be easily found by the communities they are relevant to.
Featured Stories
Google has also improved its systems so that authoritative local news is displayed alongside national publishers in Top Stories. This means that local websites are supported by those with a wider range of viewers, strengthening their relevance and reach.
From the broad to the local
Another feature that this update brings is the ability to vioffer transform a broad search term into more limited results related to the user’s area. For example, if you search for football, instead of showing you only national results, local results on that topic will also be added to the list.
What do local search features have to do with Content Marketing?
This new Google feature for local news is an offshoot of the COVID-19 news hub , launched last year out of a need to provide a reliable source of news about the pandemic.
Having a website page displayed as a search result for the COVID-19 news hub automatically meant that the page was accurate and trustworthy. In that sense, publishers started to improve the quality of their content, adding more relevance to the information provided. That practice helped those portals become authorities on COVID-19 issues.
Following in the same footsteps, local news websites are about to take center stage. And those sites that are built with the best Content Marketing practices will reap the most rewards.
How to improve your content marketing strategy for local searches?
It’s been a while since Google started measuring content relevance as a SEO ranking factor. So it’s no surprise that quality content is essential to achieving success in this field.
Below we will tell you two new features that you can take advantage of!
For local news editors
You still have time to expand your Content Marketing strategy. Map out the best practices that Google uses to categorize a piece of content/blog/webpage as relevant to its search results. Then, you can create a content calendar to increase the frequency of new posts.
In addition to publishing local news, take advantage of new visitors coming from Google’s feature to generate leads, sales, advertising, or whatever you need. Once you offer a high-quality experience, you can “ask” for something in return.
For other local services
It’s only a matter of time before Google expands its range of business segments that are displayed for local results. And instead of waiting for that to happen to improve your content strategy, how about starting now?!
Through a solid Content Marketing strategy, you can:
- increase your blog traffic;
- increase conversion rates;
- Increase new sessions;
- increase the profitability of your business.
The sooner you start taking advantage of Google’s new Local Search features , the better your chances of getting more relevant results.
If you are a local news publisher, this is your great opportunity to gain visibility and build the reputation you deserve. And if you are from a different segment, time is on your side to improve your