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As a small business owner, you should be focusing on keywords relevant to your niche. Using such keywords, you can reach out to a limited but more specific audience. For instance, if you sell shoes online, “genuine leather shoes” might work better than the most popular keywords for you. That’s because the competition for long-tail keywords or specific phrase keyword is relatively low.
With more and more customers going online, looking for the best products or services near them, they are more likely to engage with the business they searched for within a day. To get maximum visibility, your business should be at the top of the list when someone queries for the product or service you offer. But getting on to the top of local search results is not that easy, especially after Google changed their local pack to the new 3-pack listings, like that of the above image.
There is more to it than just writing and letting everything else magically fall into place. Take the time with all on-page content to identify keywords and have them in page titles, header tags, meta descriptions, and more. Maximizing each piece of well-researched content will make every page on a website relevant.
Will Google turn the natural search landscape upside down in 2021? I doubt it. Although change is inevitable, you can survive or even gain an edge with a little vigilance. But don’t expect any relief from the merciless trend of organic results moving way down the search engine results pages (SERPs). Like any good content marketer, Google is focused on the needs of its audience – searchers. Eager to produce relevant results, the search engine constantly enhances its technology and relies on artificial intelligence to support results. Google’s BERT, for example, focuses on natural language processing (NLP), including searcher intent and the context of search queries. Fortunately, marketers still see traffic from Google and other major search engines. Organic searches accounted for 53% of website traffic in 2019, according to BrightEdge data. I don’t expect that number has changed much since 2019.
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