When Google launched Panda and Penguin algorithm updates there was another update named Google Venice which went completely unnoticed. This update by Google largely focussed on local search. Local businesses and their owners are affected mainly by this update. Google now pays special focus on local search results than ever before.
What Google Venice Update really is?
For improving relevancy to the search results Google added Location as one of the important parameters. When Venice update was launched Google gave two statements for the expected changes:
Improvements in ranking in local search results
Improved local results
Google has added a “Current Location” tab on the left hand side on the Google home page. Here one can set their own location otherwise Google detects your location using your IP address and based on this location it shows the results. For example, if you search for “Neuro Surgeons” then you will get a list of neurosurgeons in your area. You can change the location to search for businesses in other areas.
How does it affect
After this update the possibilities of potential customers in your geographical area finding you are higher. Local SEO gets a boost after this update because it increases the importance of the website being optimized for location based content. Thus, trained SEO Professionals should be hired for getting better local SEO services.
Optimizing the site for Venice Update:
There are few steps which if followed properly can get you good results after this Venice Update:
Analyze the localized results on the same queries on which you want your site to appear:
Local Landing Pages: It doesn’t matter if you don’t have a physical address for some place but if you include a unique landing page related to that place then your business/ site would be listed as one of the search results when user from that place puts in that query for search.
Title and Description: Both these entities play an important role in the search results and so use the name of the place where you want your business to appear in the title and the description.
Page Content: Optimize the page content in such a way that the place you want your service to be found appears in the page at relevant places and also try using the same in the header.
Doing more than the competitors:
Architecture: Put value on localized pages for getting the juice of backlinks. It is possible that the homepage of the website might not be able to do that because of huge competition.
Unique Page Content: Avoid using duplicate content and include location based reviews.
Do something other than what is done by your competitors:
Google Places page for your business should be properly setup, verified and updated from time to time. Avoid stuffing keywords in this page. Try adding your business to local citation sites which allows creation of your profile wherein you can optimize for local keywords.
Consistency is very important when it comes to local SEO. The company name, address and contact details should be exactly same and in the same format across all local platforms. By doing so Google is assured of the place of your existence.