The importance of local SEO cannot be understated when you consider the dominance of mobile as a device and the sky-high user expectations of being shown the most relevant results.
Google clearly recognizes this, and is continually investing in improving their search experience.
There are algorithm updates like Possum (rolled out in September 2016) that are focused on improving the quality and relevancy of search results for queries that contain local intent. But it’s not just changes to the 3-pack and Local Finder (i.e. Google Maps results) – Google has been striding out into local search, taking some interesting steps to hook people into its ecosystem and capture more data points.
For example, the search giant has begun moving into sectors such as recruitment, with the launch of Jobs by Google, as well as the beauty sector by allowing users to book spas and beauty salon appointments direct via local listings.
And then you also need to consider the role of personal assistants, or chatbots, and how this will influence the future of the search landscape. So let’s explore these recent local developments in a bit more detail, using examples from the fields of recruitment and the beauty sector.
Source: Search Engine Watch
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