This is the age of information; abundant knowledge made possible by the Internet. We can know so much about people without taking any efforts. Search technology has evolved a lot in the last few years; people are asking almost everything in their mobiles and PCs, to do or know things.

Search has even transformed the way people find businesses and all their info. This consumer search behavior can be used by businesses through various analytics to study and structure their marketing efforts accordingly. Businesses can perfectly leverage all the consumer search data with some insights to grow and better their chances of discovery on the internet. Following can be some of the ways to do it:

Consistent, perfect and complete listings:

Update your business listings regularly in all the directories. Also, check for duplicate or wrong info and clear it wherever you find as you don’t want to get unhappy or misinformed customers. This might be a basic task, but it is very important for targeting local Search Queries. Your business listing should have the following essential requirements:

• Name, address, phone number (NAP).
• Website, if it is there.
• Directions, Google or any other map service.
• Working hours, including holidays, weekends, etc.
• Parking facilities.
• Handicap provisions.

Other listing information will differ according to the type of business. Make sure your customers find everything related to your business. You can do all of this either manually or with the help of any local marketing tool. One powerful local marketing service is Review 360. By subscribing to it, your workload will be reduced and streamlined considerably.

Changing keyword strategy:

Personal search queries and trends don’t remain the same for a long time, hence your keywords should change accordingly, on a regular basis. “Think With Google” identified that people are applying search queries in a way like how they have a conversation with fellow people. Most of it is voice search and includes phrases like “should I,” “for me.”

All these changes should be reflected in your keyword strategy and once you finalize the impactful keywords, you will be able to come up with relevant and meaningful content. Get started with these tips:

• Look for the long-tail keywords that have a conversational phrase. Set those to a broad match and you will get a better search volume.

• It will be of immense benefit if you add these keywords to the structured data markup of your website.

• Get the search volume of keywords that are related to personal search queries. Based on that, you can plan on when is the best time to target these keywords.

• Think With Google published a repository of keywords, you can use those anytime, especially in the beginning.

Building business reviews:

Reviews greatly help in enhancing the reputation of your business, especially for businesses like restaurants, cinema halls, pubs, etc. Searches with the keyword “best” have increased manifold and the options with the best star ratings appear in the local three pack. To get your business in the local three pack, your business will need ratings and reviews will provide that.

Google Q&A:

Google has a Question & Answer section in the knowledge graph of businesses which is a great way for potential customers to know and learn about businesses. All of it is user-generated content helping in chat-enabled discovery.

Use this option for your business and answer queries as such. Google will index this information and help your business appear in specific search queries. All of this may take some time to scale, but it is worth the wait.

Structured MarkUp data to your website:

Schema or Structured Data MarkUp is a technique because of which search engines understand all the content of a website page and how to best present it in search engine results. If you apply structured markup data to your business website with the appropriate keywords, your business can appear in the local three pack.

Scale on Voice search:

The next step up in the field of search queries is Voice, and it is a significant one because we are going a step closer to sci-fi reality. People are increasingly using voice-activated search thanks to the easy availability of smartphones. One feature of voice search is that the results are narrowed down and are specific.

This gives clear options for users to choose from. So, if your business appears in the search results of those queries, the online presence will get boosted significantly and appear on more such results. Hence it is important to scale and optimize your online presence for voice search.

You need to constantly update yourself on the latest trends and consumer behavior as that help you strategize your SEO and marketing efforts which will give the best results. Search is developing, evolving fast and is empowering every consumer to make the best decision, use the best solution for themselves.

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