Google’s algorithms are constantly evolving in order to surface the most relevant, helpful information to users. For small businesses relying on local search traffic, it’s crucial to understand Google’s priorities and changes in order to maintain and improve local rankings. The past year saw several significant updates to Google’s local algorithm that impacted page experience, citations, and other ranking factors. As we enter 2024, local business owners need to optimize key areas to navigate upcoming changes and opportunities.
Google Local Algorithm Updates in 2023
2023 brought two major changes to Google’s local algorithm – a focus on page experience and citations. In April, Google announced the Page Experience update which prioritized factors like load speed, mobile-friendliness, and HTTPS usage. This aligned with their goal of improving the user experience, especially on mobile devices which account for over half of all Google searches. Businesses saw immediate ranking shifts as sites not meeting these criteria saw drops.
Later in August, Google rolled out a citations update focused on improving the relevance of citations in local search results through a quality and uniqueness analysis.
Off-site citations from reputable sources like directories, review sites and newspapers became more valuable signals for local rankings. Key factors like page speed, core web vitals, security, and fresh citations significantly impacted businesses in local search results last year.
Key Factors to Focus on in 2024
Given these recent changes, small businesses should double down on optimizing crucial on-page and off-page components to navigate future updates. On the technical side, site speed, usability, and structured data will remain essential. Google specifically calls out page load time, largest contentful paint, cumulative layout shift and more as core web vitals affecting local search performance.
Ensuring fast, stable loading across all device sizes and connection speeds should be a top priority. Usability assessments and accessibility reviews are also recommended to perfect the mobile experience. Implementing useful structured data like business listings with correct details can help surface more local business information to searchers. Beyond that, strong local citations from authoritative sources will continue supporting local visibility.
Local citations still heavily influence local rankings according to Google. Companies must proactively monitor and claim their profiles across relevant local directories, review sites, maps and other third-party sources. Requesting and responding to reviews is one way to enhance citations organically. However, getting unnatural or low-quality “fly-by-night” links won’t be as beneficial.
Local businesses need unique, natural-sounding mentions and links from reputable sources within their geographical service area. Maintaining accuracy across all location profiles with the most up-to-date information like phone numbers, addresses and hours is also recommended, as discrepancies could hurt local search performance.
Beyond technicalities, optimizing the overall customer experience should remain a priority. First and foremost, small companies must deliver best-in-class service to every client to encourage positive online reviews and word-of-mouth marketing. It’s also important to monitor reviews on directories and company profiles, responding respectfully and resolving issues promptly.
Business owners should consider developing engaging local content like photos, videos and blogs demonstrating their expertise. Consistency across all online listings and profiles helps build brand recognition. As customer expectations evolve rapidly, focusing intently on experience will become more important for local visibility and success on Google.
Local SEO Action Plan for 2024
With those critical areas in mind, here is a suggested 12-month action plan for local businesses to take advantage of SEO opportunities this year:
January-March:
– Conduct a full technical SEO audit of website checking speed, usability, structured data (Moat, SEMrush)
– Request listing claim verifications and update all local citations for accuracy (Brightlocal)
April-June:
– Develop multi-channel content plan around local themes and geographic keywords
– Publish one relevant blog post or video per month on website and social
– Regularly request and respond to reviews on Google, Facebook, Yelp
July-September:
– Continue monitoring and optimizing technical SEO issues from audit
– Outreach campaign for 5 quality do-follow local citations per month
– Analyze local metrics in Google Search Console and Analytics
October-December:
– Maintain customer service standards, tracking Net Promoter Score
– Refresh website and social media visuals for upcoming year
– Publish summary of achievements and goals for next year
Tracking key performance indicators over multiple quarters will reveal optimization opportunities heading into 2025. Committing to regular audits, updates and relationship-building keeps businesses ready to adapt as Google’s preferences change.
Navigating algorithm shifts requires an unwavering dedication to continuous improvement. While technical components receive much focus, experience ultimately drives success. Small companies serious about local search dominance must optimize the entire customer journey – online and offline. Staying up-to-date on best practices like suggested here maintains marketing control versus relying on third parties. With proactive planning and data-driven decision making, businesses can gain valuable insights into what resonates most.
Ultimately, providing real value to the local community through exceptional service, knowledge and convenience remains the most powerful differentiator for the foreseeable future. Keeping those priorities front and center paves the clearest path to thriving on Google maps, search and beyond.