The pandemic leaves us as a collateral effect of a variety of new digital behaviors. Now, when users want something, they want it in the moment and in the most accessible way. Google Trends has shown that the search for “news near me” has tripled in the last five years worldwide.
According to the research platform, the new local search functions aim to:
- improve the visibility of local news;
- help small media companies make a profit;
- generate 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.
- What has changed with these new Google features?
- What do local search functions have to do with Content Marketing?
- How to improve the Content Marketing strategy for Local Searches?
What has changed with these new Google features?
Before delving into the details of what has changed, it is essential to note that this update is not mere local SEO improvements.
Local SEO work remains a critical long-term practice for those who want to appear at the top of search results in their area without spending money on it.
These new news features put local editors in the spotlight, creating a real-time macro view of what’s happening in the user area.
Local news carousel
Available globally and in all languages, this carousel feature will display local editors so that the communities to which they are relevant can easily find them.
Google has also improved its systems for authoritative local news to be displayed alongside national publishers in Top Stories. That’s why local websites are endorsed by those with a broader range of viewers, strengthening their relevance and reach.
From the broad to the local
Another feature that this update brings is to transform a broad search term into more limited results related to the user’s area. For example, if you search for soccer, instead of showing you only national results, local results on that topic will also be added to the list.
What do local search functions 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 with the need to provide a secure source of news about the pandemic.
Having a website page displayed as a search result for the COVID-19 news center automatically meant that the page was accurate and reliable. In this sense, publishers began to improve the quality of their content, adding more relevance to the information provided. That practice helped those portals to become authorities on COVID-19 matters.
By following the same steps, local news websites are about to take center stage. And those pages that are built with the best Content Marketing practices will get better benefits.
How to improve the Content Marketing strategy for Local Searches?
It’s been a while since Google started measuring the relevance of content as an SEO ranking factor. Therefore, it is not surprising that the quality of the content is essential to achieve success in this field.
Next, we will tell you two pieces of news that you can take advantage of!
For local news editors
You still have time to expand your Content Marketing strategy. Maps the best practices that Google uses to categorize a content/blog/web page 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 the new visitors that come from the Google function to generate leads, sales, advertising, or whatever you need. Once you deliver a high-quality experience, you can “ask” for something in return.
For other local services
It’s only a matter of time before Google increases its range of business segments displayed for local results. And instead of waiting for it to happen to improve your content strategy: how about starting now ?!
Through a solid Content Marketing strategy, you can:
- expand your blog traffic;
- increase conversion rates;
- Increase new sessions;
- increase the profitability of your business.
The sooner you start taking advantage of the new Google Local Search features, the better your chances of getting more relevant results.
If you are a local news editor, this is your great opportunity to gain visibility and build the reputation you deserve. And if you are from a different segment, time is in your favor to improve your Content Marketing strategy and anticipate future updates.
So what are you waiting for?