The year 2017 represented a critical juncture for local search engine optimization (SEO). The confluence of increasing mobile usage, the rise of voice search, and evolving search engine algorithms demanded a recalibration of strategies for businesses aiming to enhance their local online visibility. This wasn’t merely about tweaking existing tactics; it was about understanding fundamental shifts in how users discovered local businesses and how search engines evaluated their relevance. As a meticulous observer of the digital landscape, the nuances of local search in 2017 offered both challenges and opportunities for those willing to adapt. The following analysis will delve into the key trends, ranking factors, and actionable strategies that defined local SEO during this pivotal year.
The Evolving Local SEO Landscape
Prior to 2017, local SEO often focused heavily on citation building and keyword stuffing. However, the increasing sophistication of search algorithms, particularly Google’s, began to prioritize user experience and relevance over sheer volume. The surge in mobile searches meant that businesses needed to optimize not just for desktop, but for the mobile-first indexing that Google was beginning to implement. This meant faster loading times, mobile-responsive design, and a streamlined user experience on smaller screens.
Furthermore, the growing popularity of voice search, driven by devices like Amazon Echo and Google Home, introduced a new dimension to local SEO. Voice searches tend to be longer and more conversational than typed queries, requiring businesses to optimize for long-tail keywords and natural language. The year 2017 was a period where local SEO professionals began to recognize that simply ranking for a keyword wasn’t enough; they needed to understand the intent behind the search. A small bakery, for example, wouldn’t just want to rank for “bakery”; they’d want to rank for “best chocolate croissants near me” or “bakery open late on Sundays.”
Decoding the 2017 Local Search Ranking Factors
Understanding what factors influenced local search rankings was paramount in 2017. Several surveys and analyses attempted to pinpoint the most important elements, revealing a shift in emphasis. While citations remained important, they were increasingly overshadowed by links and reviews. The 2017 Local Search Ranking Factors survey, conducted by Darren Shaw, highlighted this trend.
Here’s a comparative look at the perceived importance of various ranking factors, based on expert opinions:
| Ranking Factor | Importance (2017) | Trend Compared to Previous Years |
|---|---|---|
| Location/Relevance | Very High | Stable |
| Quality/Quantity of Links | High | Increasing |
| Reviews (Quantity) | High | Increasing |
| Reviews (Velocity) | Medium-High | Increasing |
| Citations | Medium | Decreasing |
| On-Page Optimization | Medium | Stable |
| Social Signals | Low | Stable |
| Mobile Friendliness | High | Increasing |
As the table illustrates, links and reviews gained significant traction, while the emphasis on citations began to wane. This didn’t mean citations were irrelevant, but rather that quality and relevance were becoming more crucial than sheer quantity. The focus shifted towards earning links from authoritative local sources and generating a consistent stream of positive reviews.
Building a Robust Local SEO Foundation
Establishing a strong foundation was crucial for success in 2017 local SEO. This involved several key components:
- Google My Business (GMB): Optimizing a GMB listing was arguably the most important step. This included ensuring accurate NAP (Name, Address, Phone number) information, selecting relevant categories, adding high-quality photos, and responding to customer reviews.
- NAP Consistency: Maintaining consistent NAP information across all online platforms was vital. Inconsistencies could confuse search engines and negatively impact rankings.
- Localized Content: Creating content that was relevant to the local community was essential. This could include blog posts about local events, neighborhood guides, or customer testimonials.
- Review Management: Actively soliciting and managing online reviews was critical. Responding to both positive and negative reviews demonstrated a commitment to customer service and built trust.
The Power of Reviews: Generating Positive Online Sentiment
Reviews were a dominant ranking factor in 2017, and for good reason. They provided social proof, influenced consumer purchasing decisions, and signaled to search engines that a business was trustworthy and reputable. Simply having reviews wasn’t enough; the quality and velocity of reviews also mattered. A sudden influx of positive reviews could indicate a boost in popularity, while a consistent stream of reviews demonstrated ongoing customer satisfaction.
Strategies for generating reviews included:
- Asking for Reviews: Directly asking satisfied customers to leave a review was the most straightforward approach.
- Utilizing Review Management Platforms: Platforms like BrightLocal and Yext could help streamline the review collection process.
- Responding to Reviews: Addressing both positive and negative reviews showed customers that their feedback was valued.
Link Building in Local SEO: What You Needed to Know
While citations were losing some ground, links remained a powerful ranking signal. However, not all links were created equal. In 2017, the focus shifted towards earning high-quality links from authoritative local sources. This could include:
- Local Business Directories: Submitting a business to relevant local directories.
- Local Sponsorships: Sponsoring local events or organizations in exchange for a link.
- Partnering with Local Influencers: Collaborating with local bloggers or social media personalities to promote a business.
Advanced Local SEO Tactics to Outshine Competitors
Beyond the foundational elements, several advanced tactics could help businesses gain a competitive edge in 2017:
- Schema Markup: Implementing schema markup provided search engines with more detailed information about a business, improving its chances of appearing in rich snippets.
- Social Media Optimization: While social signals weren’t a direct ranking factor, a strong social media presence could drive traffic to a website and increase brand awareness.
- Mobile Optimization: Ensuring a website was fully responsive and optimized for mobile devices was crucial, given the increasing prevalence of mobile search.
- HTTPS Implementation: Google officially prioritized HTTPS in 2017, making it a necessity for any business seeking to rank well.
Here's a breakdown of the average earnings and client costs for SEO professionals in 2017:
| Metric | Average Value |
|---|---|
| SEO Professional Earnings | $61,711 |
| Average SEO Retainer | $1,670/month |
| Retainer (Under $1,000) | 57% |
| Hourly Billing Rate | $110 |
| Marketing Spend (In-House) | Over $1,000/month (49%) |
| Weekly Tasks | 7.7 |
The Impact of AI and Machine Learning
The year 2017 also saw the growing influence of artificial intelligence (AI) and machine learning (ML) on search algorithms. These technologies allowed search engines to better understand user intent and deliver more relevant results. This meant that businesses needed to focus on providing a positive user experience and creating content that answered users’ questions in a clear and concise manner. The rise of featured snippets, for example, demonstrated Google’s ability to directly answer user queries without requiring them to click on a website.
Staying Ahead in the Local SEO Game
Local SEO in 2017 was a dynamic and evolving field. To succeed, businesses needed to be proactive, adaptable, and focused on providing value to their customers. The key takeaways for navigating this landscape included:
- Focus on user experience: Prioritize creating a website that is fast, mobile-friendly, and easy to navigate.
- Embrace new technologies: Stay informed about the latest trends in AI, machine learning, and voice search.
- Diversify your strategies: Don’t rely on a single tactic. Implement a comprehensive local SEO strategy that encompasses GMB optimization, link building, review management, and content creation.
Final Thoughts
The local SEO landscape of 2017 laid the groundwork for the strategies we employ today. While algorithms have continued to evolve, the core principles of relevance, user experience, and quality content remain paramount. Understanding the shifts that occurred during this period provides valuable insight into the ongoing evolution of local search and the importance of adapting to stay ahead of the curve. The businesses that embraced these changes in 2017 were well-positioned for long-term success, and the lessons learned continue to resonate in the ever-changing world of digital marketing.