Top Local SEO Takeaways From MozCon 2024

Top Local SEO Takeaways From MozCon 2024

Moz’s own Tom Capper gave a fascinating talk on the critical importance of understanding how Google views search intent as a means of informing how we can support customer journeys. Search intent is typically broken down into four categories: informational, navigational, commercial, and transactional. It was very confirming to see that Tom’s research found that Google commonly understands local searches as having a transactional intent, serving up local packs as actionable SERP features.

It’s been a historic challenge to pin down a single intent category for local searches. For example, if I look up “Pizza Hut,” I could theoretically be said to be making a navigational search because it contains a brand name. But the fact that Google will almost definitely serve up a local pack for this search means they understand that I’m probably on the verge of making a transaction, whether immediately for something like a quick slice of pizza or, eventually, like booking a hotel room for a vacation next month.

The takeaway for local businesses is to realize just how critical it is to support every step you can towards a customer’s transaction with an accurate and informative Google Business Profile, clear driving directions, great product descriptions, and smooth e-commerce functionality so that the customer sticks with you to the end of the journey instead of being disappointed and going elsewhere.



Read original article here

Denial of responsibility! Search Engine Codex is an automatic aggregator of the all world’s media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, all materials to their authors. If you are the owner of the content and do not want us to publish your materials, please contact us by email – [email protected]. The content will be deleted within 24 hours.

Leave A Reply

Your email address will not be published.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More