A common mistake marketers make regarding local search is trying to add too much information. In this practice, you should strive for simplicity and avoid writing excess info. Here's why:
Give Searchers What They're Looking For
When people search for a business or a product, they aren't interested in learning about the company's history. Instead, they just want to see a few facts which will tell them everything they need to know.
A recent Search Engine Land article explains why businesses should keep their content to a minimum. According to the article, it's easy to overwhelm visitors with superfluous information:
"Given the desires of local searchers, it’s important to keep your mobile content concise and actionable. Don’t overwhelm your mobile visitors with copious amounts of information; instead, clearly provide the basic info outlined above, and provide links to additional content as needed."
Rank High in Google's Search Algorithm
Google's local search results are occasionally altered by its Pigeon update. Over the past few rollouts, Google has made it clear that it wants to see relevant and accurate information for local sites.
You need to include your business' name, phone number, email address, and location. Anything else should be left off unless you're sure that it will help your marketing efforts.
Save Yourself Time
The final reason to keep your local search content concise is pragmatic: it'll save yourself time. Local search shouldn't require as much time as other digital marketing practices, such as social media and email marketing.
Local search isn't your company's opportunity to wow consumers with great content. Instead, you should keep your marketing efforts simple to appease Google and give prospective customers the basic information they need. Save your time and energy for content creation and social media marketing and just make sure that your local information is accurate.
To talk more about local search marketing, or anything else, contact us today. Thanks.