The provided materials detail strategies for improving visibility in the Google Maps 3-Pack, the importance of on-page SEO, and the increasing emphasis Google places on expertise, authoritativeness, and trustworthiness (E-A-T) in content creation. Data indicates that optimizing a Google My Business (GMB) profile, implementing on-page SEO, and building off-page SEO are key components of a successful local search strategy. Furthermore, the materials highlight the significance of demonstrating expertise in content, particularly in the context of Google’s core updates and product review updates. The data also touches upon internal linking strategies and the use of Google Search Console for website performance monitoring.
Google Maps 3-Pack Ranking Factors
Ranking within the Google Maps 3-Pack requires a multifaceted approach. The data emphasizes the importance of a fully optimized GMB profile, including accurate business information, relevant photos, and the cultivation of customer reviews. On-page SEO also plays a crucial role, with the inclusion of appropriate meta tags, title tags, heading tags, content, and internal links contributing to improved rankings. According to one source, on-page SEO has a more direct impact on ranking in Maps than off-page SEO. Utilizing relevant categories and keywords is also critical, as Google uses these to classify businesses and match them with user searches. Aligning website content with GMB categories is specifically recommended. Finally, staying informed about Google’s algorithm updates is essential to ensure strategies remain effective. Geo factors and proximity are also noted as elements that can improve visibility in local searches.
On-Page SEO and Internal Linking
The materials suggest a nuanced approach to on-page SEO. Beyond the standard elements of meta tags and heading tags, attention should be paid to internal linking strategies. One example provided details how Brian Dean of Backlinko utilized a limited number of navigation links to allow for extensive anchor text variations within the body of his content. The recommendation is to prioritize user experience when deciding between navigation links and in-body links, using navigation for site navigation and in-body links for SEO purposes when beneficial. The data indicates that the impact of navigation links on SEO is not definitively clear.
Google Search Console for Performance Monitoring
Google Search Console (GSC) is presented as a valuable tool for website owners and publishers. It facilitates communication between publishers and Google, enabling improvements to content performance. GSC provides alerts regarding website issues, tools for fixing errors (Coverage Status, Page Enhancements, View Crawled Page, Test Live URL), and performance reports detailing performance on topics and queries. Regular monitoring of GSC is advised, as notifications may cease if issues persist. Connecting Wix sites directly to GSC is specifically mentioned as a method for indexing and accessing these tools.
The Growing Importance of E-A-T
The data consistently emphasizes the increasing importance of expertise, authoritativeness, and trustworthiness (E-A-T) in Google’s ranking algorithms. Google’s Search Engine Optimization Starter Guide explicitly states the need to cultivate a reputation for expertise and trustworthiness. Danny Sullivan, a Google representative, has asked whether content is written by an expert or an enthusiast with demonstrable knowledge of the topic. Google’s guidelines for Google News and Google Discover also prioritize content that conveys high levels of E-A-T. Alan Kent, overseeing Google’s Product Review Updates, recommends expressing expert knowledge where appropriate. Examples provided include Lifewire’s dedication to showcasing expert credentials and Bob Vila’s content, which is either written with or overseen by a professional home contractor.
Demonstrating Expertise in Content
The materials provide examples of how websites demonstrate expertise. Lifewire features a dedicated page outlining the expertise of its writers. Bob Vila’s content on basement waterproofing is co-authored with a professional contractor and includes honest recommendations and FAQs. These examples illustrate the value of clearly establishing author credentials and providing comprehensive, informative content.
Off-Page SEO and Link Building
While on-page SEO is highlighted as having a more direct impact on Maps rankings, off-page SEO remains important for building a broader online presence and brand authority. The data touches upon link building, noting that press pieces crafted to generate links from high-value websites are an effective tactic, though the morality of this approach is debated. One example describes a scenario where multiple websites owned by the same brand published positive reviews of the same company, all linking to the company’s website from a press page. However, the data also indicates that links can be technically blocked from Google’s indexing, potentially diminishing their SEO value. The concept of sculpting PageRank through the use of nofollowed or redirected links is also mentioned. Obtaining a homepage link from an official business website with existing links is described as a desirable outcome.
Technical Considerations: Crawling and Indexing
The data briefly touches upon technical SEO aspects related to crawling and indexing. The use of tools within Google Search Console (Coverage Status, Page Enhancements, View Crawled Page, Test Live URL) is recommended for identifying and resolving indexing issues. The ability to validate fixes within GSC and receive updates on their implementation is also highlighted.
Conclusion
The provided materials underscore the importance of a holistic SEO strategy encompassing local optimization, on-page refinement, and a commitment to content expertise. Optimizing a GMB profile, implementing strategic internal linking, leveraging Google Search Console for performance monitoring, and prioritizing E-A-T are all key components of success. While off-page SEO and link building remain relevant, the data suggests a greater emphasis on delivering high-quality, authoritative content that demonstrates genuine expertise. Staying abreast of Google’s algorithm updates is crucial for adapting strategies and maintaining visibility.
Sources
- https://ippei.com/maps-liftoff/
- https://www.wix.com/seo/learn/search?type=blogs&page=10
- https://detailed.com/future-of-link-building/