When it comes to Local SEO, staying agile is key. Throughout the year algorithms get updated, directories add more features, and of course… your business goes through changes.
Don’t let your local SEO efforts get stale. By making changes to your listings, reviews, unbranded keyword strategy throughout the year, you can make a big difference in your local brand visibility.
How Often Should Brands Update Their Business Listings?
Consumers expect listings to be accurate and up-to-date at all times. Brands should make updates to their listings any time there is something to change. Some common reasons for brands to update their listings include things like setting holiday hours, updating attributes, or correcting inaccurate suggested edits.
Here are some of the most common areas of a business listing that brands should update regularly:
If your business has different hours based on the season, holiday, or any other reason make sure to reflect those changes in your listings. Whether your business is cutting hours, extending hours, or temporarily closing, keep customers informed of the change.
Here is how to set special hours on Google My Business:
- Sign in to Google My Business.
- If you have multiple locations, open the location you’d like to update.
- Click Info > Special hours.
Tip: To find this section, you must set regular hours first.
- To set the hours for an upcoming holiday, click Confirm hours.
- To choose a different date, click Add new date.
- Enter the opening and closing times for that day.
- If the location is closed all day, select Closed.
- If you’re open 24 hours, click Opens at > 24 hours.
- If you close after midnight, set the hours to extend the next day.
- To add another row of hours, click Add hours.
- After all special hours are set, click Apply.
Many restaurants make seasonal changes to their menus, it’s important those changes are also reflected online. Go beyond just making those changes to the website, update your GMB Menu, Delivery App Menus, and any other place your customers may be searching for your menu.
Did you know businesses with more than 100 images on their Google My Business profile get 960% more search views than the average business? Regularly adding photos to your GMB, Yelp, Facebook, and other listings are a great way to increase engagement. Because anyone can add photos to your listings, consistently adding new photos from the business can help protect your brand image.
Google Posts are a great way to keep customers informed. Google Posts are designed to for businesses to share “What’s New”, “Events”, “Offers”, “Products”, and “COVID-19 Updates”. Posts not only keep consumers updated with the latest about your business, but they also help to increase the engagement and visibility of your listings.
Google Q&A is often a huge missed opportunity for businesses. Questions can be asked and answered by anyone online which is why it’s important for businesses to monitor and participate in these discussions. Google Q&A is a great place for businesses to address any recent business changes and prevent the spread of misinformation.
How Often Should Brands Update Their Review Management Strategy?
Brands should evaluate the effectiveness of their review management strategy on a yearly basis. Are reviews being responded to in a timely manner? Do they have the right resources allocated to review management? Is it time to update the review response templates? These are all questions brands should be asking.
Brands should always be aiming to respond to reviews within 24 hours but a brand’s ability to hit these SLA’s may change throughout the course of the year. Retail brands for example, may earn twice as many reviews during the holiday shopping season than they do during the summer.
Understanding when there are influxes in reviews can help brands better prepare their teams to respond in a timely matter. Some brands even choose to enlist the help of a review response service like Chatmeter’s ChatExec team to support their response efforts during the busy season.
Review Response Templates
Review response templates are a great way to respond to keep up with a large volume of reviews. Creating templates streamlines your review response process and protects your brand’s voice. As your business changes, you may want to give your templates a refresh if needed.
How Often Should Brands Update Their Local Keywords & Content?
Your local keywords and content should change as your business changes. Whether it’s a seasonal change, product change, or something else, make sure your content reflects these changes across all of your online channels.
Over 80% of impressions on local listings come from unbranded keyword searches. Unbranded keywords can change as often as seasons change. For example, keywords like “outdoor dining near me” may appear more in the summer than winter seasons. Optimizing for different unbranded keywords throughout the year can help your brand reach customers at the right time.
Don’t forget to pass on your local SEO changes to your social media team. Is it time to update your hashtags? Are you promoting retired products or menu items? 54% of internet users turn to social media to research a product. Aligning your social media strategy with your local SEO efforts will only strengthen your local brand visibility.
Need Help building a local-focused content calendar? Check out our blog on 7 Content Ideas for Local Marketing.
Local pages are meant to serve as a source of truth for each of your business locations. Any changes your brand makes, should be reflected here first. All of the changes mentioned above like business hours, photos, keywords, and more should all be reflected on your local pages. Local pages are a great way to ensure customers always have access to accurate information about the location closest to them.
Staying on top of all the changes your business goes through during the year can be difficult but it’s important to keep customers informed of these changes everywhere they’re searching for your brand.
That’s why top multi-location brands turn to Chatmeter to monitor, update, and protect their online information. See how Chatmeter can help your brand keep customers informed. Schedule a demo with one of our location experts today.