Successful Local SEO always presupposes a great mobile SEO strategy. The much discussed "Mobilegeddon" which hit Google's Search Engine Results Pages (SERPs) in April of this year, has been quite a wake up call for webmasters and savvy SEOs alike.
When most marketers think of location and mobile devices, they think primarily of geofencing. Yet consumer location and location history offer much more than basic radius targeting. They represent new tools for insights into real-world consumer behavior and audience identification, based on shopping patterns, store visits and brand affinities.
Beacons are one of the most buzzed-about and least understood technologies to emerge in the past few years. Early adopters are already using beacons, but many other businesses are still trying to figure them out. We developed a comprehensive Beacon Marketing 101 guide that breaks down everything you need to know.
We will see Google drop "plus.google.com" URLs for local pages in 2016. Google already moved most things off Google Plus, but each business still has a Google+ URL, which is the URL that Google indexes and shows in the search results. I predict this will change to be something from Google Maps.
Buzzwords tend to have a short shelf life. In 2015, major retailers realized they had to connect their offline-and-offline customer services, including e-commerce, in-store pickup, social sharing, and mobile pay. Above all, stores needed to represent the “connected customer experience” via branded apps that would receive notifications and information via beacons.
2016 is will be dominated by more customer centric methods that many companies will utilize to create a better experience for their (potential) users. The times where it was enough to just be online, to have just a mobile friendly page are over. The diversity and redundancy of available products and services is enormous. The user has many more options than ever before
SEO's are going to start paying attention to Apple. Here's why: Apple has become a both a major local search platform and now with the launch of iOS 9 a major search engine. With Local Search, it's almost as if Apple assembled all of the building blocks in plain sight (Apple Maps, MapsConnect, iBeacons, ApplePay, Apple Watch, etc.) and they have coalesced over the past year into a source of local search traffic that can't be ignored.
With all of the recent changes in Local, 2016 looks to be a tumultuous year for Local SEO. In 2015, Google removed Google Plus from the Local mix as well as the ability to set your city and look at SERPs in different areas — both moves that impacted Local SEOs.
Retailers have been concerned for years about "showrooming" (the idea that people will test products in the store and then order on their phone) — but it seems like they haven't yet adopted technologies to counter it. Meanwhile, ecommerce companies have been hard at work taking friction out of the purchase funnel, and it seems like they're gathering some steam.
With the holiday shopping season in full swing, you may be too busy to think about 2016. But once the dust settles, it will be...