In August 2024, Google rolled out a core update emphasizing content quality and user experience, impacting local search rankings significantly. This update rewards businesses that provide valuable, up-to-date information on their Google Business Profiles while penalizing those with outdated or manipulative practices. To valdiate if you were impacted by this change, you can search for changes in your local  rankings, visibility, and user engagement metrics such as views and actions.

Key Changes:

• Content Quality: High-quality, relevant content is crucial for better local rankings. Businesses with detailed, regularly updated GBP profiles see improved visibility. Setting and forgetting is not recommended.
• User Experience (UX): Engaging visuals and timely responses to customer inquiries boost local performance and informs users that you care about their feedback.
• Local Search Rankings: Businesses with outdated profiles may experience a drop in visibility. Those actively managing their profiles can see gains.
• Engagement & Reviews: Customer reviews play a greater role. Companies encouraging reviews and responding regularly are seeing better rankings in local search.
• Local Search Layouts: The layout of local search results now highlights reviews, images, and Q&A sections more prominently.

Impact on Local SEO Factors:

• Content Optimization: Avoid keyword stuffing; focus on providing valuable information and regular updates.
• NAP Consistency: Ensure your Name, Address, and Phone number are consistent across all platforms to maintain trust and rankings.
• Mobile Optimization: With 70% of local searches on mobile, having a mobile-friendly profile is essential.

Best Practices Post Update:

• Regularly update your profile with relevant content for users to interact with when searching.
• Enhance user review experience with engaging and prompt review responses.
• Ensure consistent NAP (Name, Address, Phone Number) details across platforms.
• Optimize your profile for mobile users, not just for desktop.

Staying on top of these changes can help businesses maintain or improve their local search rankings in the wake of this update.

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