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9 Types Of Content That Will Help Your Local SEO

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9 Types Of Content That Will Help Your Local SEO

I’ve spent more hours than I care to admit searching for the best Mexican food, thumbing through Instagram posts, and picking the brain of local bloggers.

In pursuit of my Pride Rock moment holding the king of tacos, I always return to Google.

When I’m perusing through Google, I’m served Google Business Profile, Google Map, and local review information.

Sadly, local websites are pushed down further and further in the local SERPs.

In 2020, more than 65% of all Google searches resulted in the user getting the information they needed from the search results page.

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That number grew from 50% in 2019.

Your website plays second fiddle to Google Business Profile and other Google search result features now.

Back in the day, ranking for local SEO used to be pretty straightforward. You’d add your NAP to the footer, build a few directory links, and voila! You were on your way to the local 7-pack.

Somewhere along the line, the 7-pack reduced to a 3-pack and local directory links are no longer enough.

To move up the ranks in local SEO search results and compete with zero click results, you need rich local content.

Don’t believe me? Seoreseller.com increased traffic by almost 300% by creating custom local content.

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And, they aren’t alone.

Search Geek Solutions saw a 300% increase in organic visibility for Bloomfield Dental Designs by developing local content.

By creating rich local content, you can rank for less competitive, local keywords.

To help you keep your website up-to-date with local content and fuel your local SEO strategy, I listed nine different types of local content here that I welcome you to recreate within your own business.

But first…

What Is Local SEO Content?

Local SEO content consists of text, images, and even video designed to meet the needs of local searchers. It can appear on your website, on local landing pages, on your Google Business Profile, and more.

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If you’re a local business targeting a specific area or zip code, all the content on your website is aimed at local residents.

Let’s be clear – there is no local SEO content magic bullet that will instantly drive local foot traffic to your business.

The difference between “content” and “local content” is the search intent behind the query.

When writing, think about the local user, local entities, local semantic relationships to create a deeper connection.

It’s more than simply matching local-based keywords to your blog content. When done correctly, it works.

Exposure Ninja increased keyword visibility by 900% after two years of producing local-focused blog content for an accounting firm.

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And Dallas SEO Dogs removed old-school keyword stuffing and beefed up thin content for a local bar, HIDE, to boost organic traffic by 72%.

So…

How Do You Write Local SEO Content?

If Willy Wonka got in touch with his SEO side and opened up a local SEO agency instead of a chocolate factory, he still wouldn’t produce local SEO content. There is no Golden Ticket to be won for writing local SEO content.

But search engines give a few hints to help your content rank in local search results. Here are four proven tips for writing local SEO content.

1. Use Schema Markup

As Google search results get richer and more interactive, schema becomes more critical. Schema helps algorithms understand how content relates to one another.

By adding schema markup to your local business, authors, etc., you highlight expertise and authority.

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2. Sprinkle Local Phrases In Your Content

While local keyword research is essential to map out your content, it’s even more important to understand how the topic guiding those keyword phrases fits in.

If you take a step back and think about your business as a whole while sprinkling in local mentions, you will see success with local SEO content.

Take Kanuka Digital and their work with PlumbGas, for example.

Kanuka Digital optimized main navigation pages, meta titles, and meta descriptions for key local phrases to boost goal conversions by 400% in the first month.

3. Write As You Talk

Voice search is nothing new to local SEO. In fact, 75% of people who own smart speakers use them to search for local businesses weekly.

If you write with a conversational tone, you can target those longer voice search queries in the SERPs.

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4. Images Are Your Unsung Hero

Images often go unnoticed when it comes to local SEO. But with mobile search leading the way, you want to optimize your images for mobile search.

By incorporating unique images (not stock photos) in a square format with proper alt text and schema markup, you have a better chance of ranking in mobile search for local.

Don’t rely on stock. Use engaging, original images that complement the rest of your content and help tell a more compelling story.

9 Examples Of Content For Local SEO

1. City-Specific Landing Page

Here’s a fun challenge: Can you rank for local keyword terms without a location webpage?

While you might succeed after a few sleepless nights, it’s much easier to rank in the local SERPs if you’ve got a location webpage.

If you’re a multi-location local business, take a note from Denny’s.

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They created a separate page for each location. Here is a look at Denny’s New Port Richey, Florida location page.

Screenshot from Denny’s, December 2021

Jeni’s Splendid Ice Creams is another excellent example. You can see Jeni’s talks about local landmarks, downtown areas paired with unique local images.

Jeni's Landing PageScreenshot from Jeni’s, December 2021

And Roto-Rooter joined the game too. Here’s their New York location page.

Roto-Rooter's Landing PageScreenshot from Roto-Rooter, December 2021

2. State Or Regional Landing Page

It’s hard to get any client excited about creating more content. But, when you’re competing in the local SEO space, content could make or break your move from Page 2 or 3 to Page 1.

If creating multiple city-specific location pages sounds like a daunting task, start with the city or region of your locations.

Take Airbnb’s Miami webpage, for example.

They created city-specific topical content about staying in Miami. The search intent matches the content on this page perfectly. Just keep scrolling.

Miami Airbnb landing pageScreenshot from Airbnb, December 2021

This is one of the best examples of local content silos I’ve seen.

And, they aren’t alone.

Incfile, a LegalZoom type of company for solo entrepreneurs (but better), built state-specific pages.

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Infile landing pageScreenshot from Incfile, December 2021

(Full disclosure: Incfile was a client while working with First Page Strategy.)

Before building these state location pages, the team did a deep dive into buyer personas to understand their audience.

Incfile determined that state location pages would make the UX better for their customers – and, it worked. Incfile not only increased organic traffic but improved conversions.

3. FAQ Pages

FAQ pages are this close to being my one-stop-shop for everything local SEO content.

Here are a few examples of FAQ pages for local businesses.

Handy includes FAQs on its service pages.

Handy's FAQ pageScreenshot from Handy, December 2021

Monterey Bay Aquarium dedicates an entire page to FAQs.

Monterey Bay Aquarium FAQ pageScreenshot from Monterey Bay Aquarium, December 2021

4. Specials

Specials and discounts are the crème de la crème for local business owners.

In today’s smart shopper age, everyone is an extreme couponer (guilty).

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Give your customers what they want by personalizing specials to local residents.

Hotels are known for this.

Hotel Chicago offers a parking package.

Hotel Chicago offers a parking package.Screenshot from Hotel Chicago, December 2021

And Disney has “locals only” passes and discounts.

Disney's special pageScreenshot from Disney World, December 2021

By offering a location-specific discount, you’re appealing to your local audience. You’re making them feel special.

It’s an intense race to the top of the local SERPs. No discount is too small.

5. Host Local Events

Every Friday, almost like clockwork, I dig through my Facebook events to see what’s happening this weekend.

There’s always a festival, free yoga class, or some charity dog wash going on.

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I love seeing local businesses use Facebook events to drive awareness as a marketer. But, what I don’t love is not seeing the event on their webpage.

Whomp whomp!

If you’re hosting a local event without announcing it on your website, you’re losing out on some major local SEO mojo.

Here’s how Antonelli’s Cheese Shop in Austin pairs its local cheese store with classes and events.

 Antonelli’s Cheese Shop in Austin pairs its local cheese store with classes and events. Screenshot from Antonelli’s Cheese Shop, December 2021

Or, follow Green Bench Brewing in St.Petersburg, Florida. They host Hospitality Wednesdays.

Green Bench Brewing in St.Petersburg, Florida.Screenshot from Green Bench Brewing, December 2021

On the flip side, you could rent out your location as an event space like Station House.

Rent out your location as an event space like Station House.Screenshot from Station House, December 2021

6. Partner With Local Events Or Implement Events Calendar

Is the idea of hosting a local event too overwhelming for you – like the first time you tried to order off the dollar menu at McDonald’s? Then consider partnering with a local event.

Like Suncoast Credit Union does. They sponsored the event and provided a discount for the VIP experience.

Suncoast Credit Union's sponsored eventScreenshot from Suncoast Credit Union, December 2021

Or like Marriott in Atlanta did.

Marriott in Atlanta eventScreenshot from Marriott, December 2021

And, it works. Milestone increased the organic traffic of Charley Creek Inn, a luxury boutique hotel, by 81% after improving the CMS with an Events Calendar.

If you don’t have the budget to sponsor local events, talk about the local events.

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For example, New York-based digital agency LaunchMetrics put together a report on digital trends at NY Fashion Week.

New York-based digital agency LaunchMetrics put together a report on digital trends at NY Fashion Week.Screenshot from LaunchMetrics, December 2021

7. Blog Content

Blog content is where the magic happens. If you’re a local business looking to compete in the local SERPs, having an active blog will help improve rankings.

Not sure what to write? Here are a few ideas to get you started:

New Location Announcement

Jeni’s Splendid Ice Cream wrote a blog post on their new Wrigley location.

Jeni's New Location AnnouncementScreenshot from Jeni’s, December 2021

Laws

Jeffcot Law answers questions about marijuana laws in Ohio.

Jeffcot Law answers questions about marijuana laws in Ohio.Screenshot from Jeffcot Law, December 2021

Product Announcements

Evergreen Home Heating and Energy shares how a new Trane product will improve Seattle home heating.

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Evergreen Home Heating and Energy shares how a new Trane product will improve Seattle home heating.Screenshot from Evergreen Home Heating and Energy, December 2021

Interviews & Testimonials

Asana interviews their clients that acts as a testimonial.

Asana interviews their clients that acts as a testimonial.Screenshot from Asana, December 2021

8. ‘Best Of’ Guides

When it comes to creating a “best of” list, I’d like to quote rapper T.I., “You can have whatever you like.”

With a “best of” list, you want to build a guide that gives your readers whatever they like about a topic.

Tim Capper, Director of Search at Online Ownership, created a hub of city location guides for a taxi company that helped the keyword visibility jump 99 spots in the SERPs.

These guides included downloadable Google Maps, video content with dashcam tips from taxi drivers, airport guides, and more.

For example, the Coffeebar created these amazing coffee guides.

The Coffeebar created these amazing coffee guides.Screenshot from Coffeebar, December 2021

9. Press Pages

Press pages are like the Wendy’s of fast food. You know it’s there, but you rarely pay attention.

When I came across WeWork’s press page, I couldn’t help but marvel at the images of each location they had.

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This local content makes me drool.

WeWork's Press PageScreenshot from WeWork, December 2021

Content Can Improve Your Local Search Rankings

As local algorithms change and search result features adapt to consumer behavior, local SEO has gotten a serious makeover.

From content around city-specific landing pages to press pages all centered around intent, the days of simply putting your NAP on your webpages for the sake of ranking in the map packs are a thing of the past.

So, before another day goes by publishing the same blog content since you started your business, take a read of these nine content creation ideas for your local business.


Featured Image: Paulo Bobita/Search Engine Journal

9 Types Of Content That Will Help Your Local SEO




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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


Featured Image: BestForBest/Shutterstock

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