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A Guide To Social Media Algorithms & How They Work

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A Guide To Social Media Algorithms & How They Work


Why do so many marketers keep asking, “How do social media algorithms work?” Because the algorithms for the major platforms can change quickly.

But, marketers should also keep asking, “Which social media platforms have the most users?” Because that data can change frequently, as well.

So, here are the latest answers to the first question about the algorithms for the eight platforms that you should be considering today.

Spoiler alert: This update contains some surprising shifts in the latest data on monthly unique visitors, monthly visits, and monthly average visit duration from SimilarWeb.

How Does The YouTube Algorithm Work?

YouTube got 1.953 billion unique visitors worldwide in May 2022. The platform received 35.083 billion monthly visits that month with an average visit duration of 21:41.

Now, some social media marketers may be shocked, shocked to find YouTube ranking ahead of Facebook.

But, SimilarWeb’s data above is only for desktop and mobile web channels. It doesn’t include data for connected TVs, which became the fastest-growing screen among YouTube viewers in 2020.

This makes it imperative to know how YouTube’s algorithm works.

YouTube’s algorithm tries to match each viewer to the videos they’re most likely to watch and enjoy. But, with over 500 hours of video content uploaded every minute, this is a Herculean task.

YouTube’s search and discovery systems tackle this challenge by paying close attention to:

  • What viewers watch.
  • What they don’t watch.
  • How much time do they spend watching?
  • What do they share and like?

Next, you need to learn that YouTube has multiple algorithms, including ones for:

  • YouTube Search: Videos are ranked based on how well titles, descriptions, and video content match the viewer’s search and which videos get the most engagement for a search.
  • Up Next: The ranking of suggested videos is based on machine learning’s understanding of which ones viewers are most likely to watch next. These videos are often related to the video a viewer is watching, but they can also be personalized based on the viewer’s watch history.
  • Your homepage: Videos are selected based on how often viewers watch a channel or topic, how well similar videos have interested and satisfied similar viewers, and how many times YouTube has already shown each video to a viewer.
  • YouTube Shorts: YouTube wants both short and long videos to succeed. So, relative watch time is generally more important for short videos, while absolute watch time is generally more important for longer videos.

So, what should you do next?

First, read my column, How To Optimize YouTube Videos To Help Ukraine, which provides tips on keyword research, title optimization, writing descriptions, custom thumbnails, and other video SEO best practices.

Next, read Jon Clark’s article, 13 Key Elements Of Successful YouTube Videos. He focuses on how to make a great video.

Why is that important? Because YouTube’s search and discovery system “finds” videos for each viewer and their varying interests in order to get them to watch more videos that they’ll enjoy so they’ll come back to YouTube regularly.

How Does The Facebook Algorithm Work?

Facebook got only 1.620 billion unique visitors worldwide in May. The platform received 19.739 billion visits that month with an average session duration of 10:05.

Now, Facebook’s unique visitors started dipping worldwide in February 2022.

But, as you can see in the chart below, there was a substantial drop in unique visitors in Russia in early March, after Russia blocked Facebook in an effort to control the spread of information on the invasion of Ukraine.

Screenshot courtesy of Similarweb, June 2022

This had a negative impact on Facebook’s total unique visitors worldwide, which were already losing momentum. Nevertheless, the platform is still too big to ignore.

So, how does Facebook’s algorithm work today?

Well, we knew how Facebook’s News Feed ranking process worked in December 2021 when Anna Stepanov, Head of Facebook App Integrity, wrote a post that said:

“News Feed uses personalized ranking, which takes into account thousands of unique signals to understand what’s most meaningful to you. Our aim isn’t to keep you scrolling on Facebook for hours on end, but to give you an enjoyable experience that you want to return to.”

And she summarized half a dozen of the biggest changes Facebook had made in 2021 to give users more control over, and insight into, how content appears in their News Feed.

This included publishing a new series of Widely Viewed Content Reports to share what content is seen by the most people in News Feed in the U.S.

Ironically, Facebook’s latest Widely Viewed Content Report showed the top four domains in Q4 2021:

  • youtube.com (168.1 million content viewers).
  • media1.tenor.co (118.4 million).
  • gofundme.com (112.4 million).
  • tiktok.com (105.0 million).

But, then in February 2022, Matt G. Southern reported Facebook Shifts Focus To Short-Form Video After Stock Plunge. And on June 16, 2022, Southern reported Facebook To Restructure Main Feed Around Video Content.

So, what should you do next? First, read Southern’s stories and learn why Tom Alison, head of Facebook, plans to turn its main feed into a “discovery engine” for video content.

According to Alison, the main tab in the Facebook app will become a mix of Stories and Reels at the top, followed by posts that its discovery engine will recommend from across both Facebook and Instagram.

Next, follow Southern’s expert, authoritative, and trustworthy advice:

“The best way to prepare for this change, if Facebook is a priority for you and your business, is to get comfortable with creating and publishing more short form video. While Facebook will continue to surface text and photo posts, they’ll be ancillary to the main attractions of Reels and Stories.”

How Does The Instagram Algorithm Work?

Instagram got 1.050 billion unique visitors worldwide in May. The platform received 6.497 billion visits that month with an average session duration of 07:51.

Russia has also banned Instagram, but the growth in unique visitors from other countries around the world has offset that.

So, you still need to know how Instagram’s algorithms work.

In June 2021, Adam Mosseri, the head of Instagram, wrote a post entitled, Shedding More Light On How Instagram Works. He revealed:

“Instagram doesn’t have one algorithm that oversees what people do and don’t see on the app. We use a variety of algorithms, classifiers, and processes, each with its own purpose.”

For the Feed and Stories, the key ranking signals are:

  • Information about the post: How popular a post is, when it was posted, how long it is, if it’s a video, and if it’s attached to a location.
  • Information about the person who posted: How many times users have interacted with that person in the past few weeks.
  • User activity: What a user might be interested in and how many posts they’ve liked.
  • User history of interacting with someone: How interested a user is in seeing posts from a particular person.

For Explore, the key ranking signals are:

  • Information about the post: How popular a post seems to be as well as how many and how quickly other people are liking, commenting, sharing, and saving a post.
  • User history of interacting with someone: (See above.)
  • User activity: What posts a user has liked, saved, or commented on as well as how they’ve interacted with posts in Explore in the past.
  • Information about the person who posted: (See above.)

For Reels, the key ranking signals are:

  • User activity: Which Reels a user has liked, commented on, and engaged with recently.
  • User history of interacting with someone: (See above.)
  • Information about the reel: The audio track, video data such as pixels and whole frames, as well as popularity.
  • Information about the person who posted: (See above.)

So, each part of the app uses similar ranking signals, but their order of importance varies. Mosseri explained:

“People tend to look for their closest friends in Stories, but they want to discover something entirely new in Explore. We rank things differently in different parts of the app, based on how people use them.”

For more tips and advice, read the article by Shelley Walsh entitled, 22 Ways To Get More Instagram Followers Right Now. Then, read Amanda DiSilvestro’s article, How To Use Instagram Reels For Business.

How Does The Twitter Algorithm Work?

Twitter got 979 million unique visitors worldwide in May. The platform received 7.056 billion visits that month with an average session duration of 10.39.

This data does not screen for fake or spam accounts. Nevertheless, it’s worth investing the time and effort to keep up with how Twitter’s algorithm works.

Like most social media platforms, Twitter has multiple algorithms.

Twitter says its “algorithmic Home timeline displays a stream of Tweets from accounts you have chosen to follow on Twitter, as well as recommendations of other content we think you might be interested in based on accounts you interact with frequently, Tweets you engage with, and more.”

If users want to, they can click on the star symbol to see the latest Tweets as they happen. But, few people choose to drink water from a firehose.

If they want to, users can click on “Explore” and see Trending tweets or ones about COVID-19, News, Sports, and Entertainment.

If users want to, they can click on “More” to see the Topics that Twitter thinks they’re interested in.

Like most social media platforms, Twitter’s algorithms use machine learning to sort content based on different ranking signals.

And it’s worth noting that Twitter is currently involved in analyzing the results of its algorithms as part of its “responsible machine learning initiative.”

Here’s what Twitter has said publicly about its Home timeline, Trends, and Topics ranking signals:

Relevance:

  • ​​Users’ previous actions on Twitter, like their own Tweets and Tweets they’ve engaged with.
  • Accounts they often engage with.
  • Topics they follow and engage with most.
  • The number of Tweets related to a topic.
  • For Trends: their location.

Engagement:

  • For Tweets: “How popular it is and how people in your network are interacting with [the Tweet].”
  • For Trends: “The number of Tweets related to the Trend.”
  • For Topics: “How much people are Tweeting, Retweeting, replying, and liking Tweets about that Topic.”

Recency:

  • For Trends: “Topics that are popular now, rather than topics that have been popular for a while or on a daily basis.”

Rich Media:

  • The type of media the Tweet includes like an image, video, GIF, and polls.

For more advice and tips, read Lisa Buyer’s article, 8 Terrific Tips To Optimize A Twitter Business Or Brand Profile. Then, read the article by Julia McCoy entitled, How To Be A Top Tweeter: 10 Tips That Will Get Your Tweets Noticed.

How Does The TikTok Algorithm Work?

TikTok got 690 million monthly visitors worldwide in May. The platform received 1.766 billion visits that month with an average session duration of 03:48.

This data doesn’t include Douyin.com, which is counted separately. But, as the chart below illustrates, TikTok.com gets about 98% of the unique visitors worldwide for both of the ByteDance apps.

TikTok.com gets about 98% of the unique visitors worldwideScreenshot courtesy of Similarweb, June 2022

So, you should probably learn how TikTok’s algorithm works ASAP.

In June 2020, TikTok revealed how its recommendation system selected videos in a post entitled, How TikTok recommends videos #ForYou.

Little has fundamentally changed since then, except the U.S. government is no longer trying to ban the social media platform.

TikTok’s For You feed presents a stream of videos curated to each user’s interests, making it easy for a user to find content and creators they love.

In other words, there isn’t one For You feed for over one billion monthly active TikTok users. There are a billion For You feeds tailored to what each user watches, likes, and shares.

TikTok added, “This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”

And recommendations are based on a number of factors, including:

  • User interactions such as the videos they like or share, accounts they follow, comments they post, and content they create.
  • Video information, which might include details like captions, sounds, and hashtags.
  • Device and account settings like their language preference, country setting, and device type.

TikTok also revealed:

“All these factors are processed by our recommendation system and weighted based on their value to a user. A strong indicator of interest, such as whether a user finishes watching a longer video from beginning to end, would receive greater weight than a weak indicator, such as whether the video’s viewer and creator are both in the same country.

Videos are then ranked to determine the likelihood of a user’s interest in a piece of content, and delivered to each unique For You feed.”

On the other hand, TikTok said:

“While a video is likely to receive more views if posted by an account that has more followers, by virtue of that account having built up a larger follower base, neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system.”

So, what should you do next? First, read Miranda Miller’s article, 40+ TikTok Stats Digital Marketers Need To Know. Then, read my column, How TikTok’s Search Algorithms Power Content Discovery.

How Does The Pinterest Algorithm Work?

Pinterest got 409 million unique visitors worldwide in May. The platform received 945 million visits that month with an average session duration of 05:29.

With Instagram declaring it is “no longer just a square photo-sharing app,” this is the time to learn how Pinterest’s algorithm works.

The ranking factors on Pinterest relate more to engagement metrics and social shares, but it also involves keywords.

And Pinterest autocomplete provides ideas by automatically suggesting semantically related modifiers to a core keyword.

Pinterest’s search feature then curates a user’s “feed” based on what they’re searching for and how those key terms are used in the Pins being shared by content creators.

Pinterest also categorizes and sub-categorizes topics to make it easy to find keywords for your particular niche.

To optimize your Pins:

  • Use long images: The optimal Pin size is 1,000 by 1,500 px or a ratio of 2:3.
  • Use eye-catching colors: Catch users’ attention and stand out with high-contrast colors.
  • Use enticing, keyword-rich titles: Entice users to click through to your content.
  • Use detailed descriptions: Include your target keywords in your descriptions.

Then, optimize your boards. Boards provide a great opportunity to tell Pinterest’s search engine how you categorize your products and/or organize your content, which will only aid visibility.

Finally, aim for engagement, which can increase your Pin’s (and your profile’s) visibility in search, increasing your traffic.

For additional information and advice, read Southern’s story, Pinterest Updates Algorithm To Surface More Content Types. Then, read Jessica Foster’s article, 12 Pinterest SEO Tips For High-Traffic Success.

How Does The LinkedIn Algorithm Work?

LinkedIn got 306 million unique visitors worldwide in May. The platform received 1.479 billion visits that month with an average session duration of 07:32.

So, social media marketers – especially ones at B2B organizations – need to know how LinkedIn’s algorithm works.

In June 2019, Pete Davies, Senior Director of Product Management at LinkedIn, wrote a post entitled, What’s in your LinkedIn Feed: People You Know, Talking about Things You Care About. He explained, “The more valuable the conversation, the higher in your feed the post will be.”

How does LinkedIn’s algorithm know if a conversation is valuable? It uses the following framework:

  • People you know: LinkedIn’s algorithm looks at a user’s connections and prioritizes who they’ve interacted with directly through comments and reactions; the user’s implicit interests and experiences based on information in their profile; explicit signals, such as who a user works with; as well as who would benefit from hearing from the user.
  • Talking about: A lot of sophistication goes into understanding a good conversation. As a rule of thumb, better conversations are authentic and have a constructive back and forth.
  • Things you care about: LinkedIn’s algorithm also looks at whether the content and the conversation are relevant and interesting to a user. It considers a number of signals, including joining groups and following hashtags, people, and pages.

So, what should you do next? First, read Jessica Foster’s article, How The LinkedIn Algorithm Works & Optimizing For It. Then, read Matt G. Southern’s article, LinkedIn Debunks Algorithm Myths In New Video Series.

How Does The Reddit Algorithm Work?

Reddit got 237 million unique visitors worldwide in May. The platform received 1.669 billion visits that month with an average session duration of 09:59.

With Facebook setting its sights on video to regain its momentum, this is a good time to learn how Reddit’s algorithm works.

In June 2021, the official blog for Reddit posted Evolving the Best Sort for Reddit’s Home Feed. It provided insights into how Reddit determines which relevant posts to show users.

The post revealed that:

“Reddit’s systems build a list of potential candidate posts from multiple sources, pass the posts through multiple filtering steps, then rank the posts according to the specified sorting method. Over the years, we’ve built many options to choose from when it comes to sorting your Home feed.”

Here’s how each sort option recommends content:

  • “Hot” ranks using votes and post age.
  • “New” displays the most recently published posts.
  • “Top” shows users the highest vote count posts from a specified time range.
  • “Controversial” shows posts with both high count upvotes and downvotes.
  • “Rising” populates posts with lots of recent votes and comments.
  • ‘Best” uses machine learning algorithms to personalize the order in which users see posts.

For more tips and information, read the article by Brent Csutoras entitled, A Beginner’s Guide To Reddit: How To Get Started & Be Successful. Then, read Southern’s story, Reddit Makes Comments Searchable.

Why Should You Keep Asking Questions?

The latest data from SimilarWeb indicates that you should continue asking “Which social media platforms have the most users?” as well as “How do social media algorithms work?”

Things change too quickly and frequently in this particular arena for anyone to think that past performance is even remotely indicative of future results.

More Resources:


Featured Image: Rawpixel.com/Shutterstock





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Google Says They Are Communicating About More Algorithm Updates

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Google Says They Are Communicating About More Algorithm Updates


Another point from the Google NYC SEO Meetup the other night was that Danny Sullivan at Google said Google has been more active about communicating about algorithm updates now than ever before. Danny said Google communicates more often about algorithm updates, which is why it feels that there are so many more updates now than previously.

Danny’s talk was a recap of his Google blog post over here but with a lot of SEO humor added.

Lily Ray tweeted this comment:

So yea, Google has been communicating more about Google updates. It was funny because Danny referenced one of my stories about there being way too many updates.

But Danny said Google intentionally starts and stops these bigger updates so that they do not overlay. Danny said this before, saying “We also have been working to keep different update types launched separately from each other when we can, so creators have a better sense of changes.”

Like, I had to make this infographic once to plot all the updates Google communicated about – this wasn’t even all of them:

click for full size

One point, Google is doing more updates, which Danny did confirm later on in his talk. In short, Google did 5,000 updates in 2021, 4,500 updates in 2020, 3,200 updates before that, and so on. So yes, Google is doing more “updates” – however Google defines updates.

So yes, there are more updates but Google is also communicating about more updates.

Forum discussion at Twitter.





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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?


Paraphrasing tools are getting extremely popular, especially among bloggers. The reason is that these tools allow them to rewrite some of the old stuff with very high accuracy.

Uniqueness is the most important factor that determines the search engine ranking of your website. Most search engines determine the worth of your site by looking at the content that you post.

This is why you need to make sure the material you write in your blog contains zero plagiarism. For this purpose, you can use paraphrasing tools. These tools allow you to come up with unique ideas, words, and phrases that you incorporate into your blog to increase readability as well as reader engagement.

What is a Paraphrasing Tool?

A paraphrasing tool can be used to generate new text to explain existing ideas, concepts, or themes. These tools take minutes to convert your old text into an entirely new form having new phrases, words, and synonyms while keeping the original theme intact.

These tools improve the readability, grammar, and other key aspects of your text to make it coherent and consistent. These tools use AI technology to make your content unique and to improve the tone, style, and other features.

There are many reasons to use these tools and in this next section we will take a look at some of these

1. Complete Analysis of Your Content

Before rephrasing your content, these tools analyze it completely to determine a few key things. These include word count, readability, spelling and grammar mistakes, and the main theme and tone of the content.

This complete analysis allows these tools to generate highly accurate content that you can post on your blog without fearing plagiarism.

These tools are very accurate when analyzing your content and that allows you to trust these completely to perform paraphrasing for you.

2. Changing Content Tone

The tone of your content is what separates it from others and engages your audience. Paraphrasing tools can rewrite your material while giving it a pleasant and consistent tone.

These tools can make adjustments that make your content easy to read, understand, and digest. By working on the tone of your text, these tools make it SEO-friendly which leads to better search engine ranking.

3. Better Content Flow

When writing content for your SEO or blogs, you need to make it seem like it’s connected and flowing in a consistent manner. Writing about different stuff randomly makes it seem all over the place which leaves a bad impression on your readers.

Paraphrasing tools can help you improve the flow of information that you provide in your content. This makes it more concise and understandable.

Some Ways in Which Paraphrasing Tools Can Improve Your Blogs

Paraphrasing tools are really a blessing for bloggers and general content writers. These tools save time and offer very high accuracy.

Here are some of the main ways in which such tools can help you write plagiarism-free blogs

1. Replacing Words with Synonyms

The main reason these tools are effective is that they offer a number of synonyms for every word in the content. You can use these tools to replace single words, phrases, sentences, or even paragraphs.

The paraphrase online turns your entire text into something new which makes it free from plagiarism of every type.

2. Improve Spellings and Grammar

Paraphrasing tools improve the grammatical errors and inconsistencies in your original text. These tools highlight lines that need to be changed and you can use some other tool to eliminate these errors.

These tools also identify and remove spelling mistakes as well. The final content that you get from these tools is immaculate in every way. It is consistent with the main theme and each sentence flows from the last one.

3. Save Time and Energy

Paraphrasing without a tool can take so much of your time and energy. You need to consult various sources to learn new words and ideas to incorporate into your text which is very time-consuming.

Paraphrasing tools help you save a lot of time by rewriting more than 1000 words in a matter of a few minutes. Doing this yourself can take several hours which you can spend on something more important.

4. Cost-Effective

Hiring content writers to write unique content for your blog is quite expensive. You have to spend a lot if you hire someone else to rewrite content for you and there is still no guarantee that the contest will be plagiarism-free.

You can find several free paraphrasing tools online to do that for you. These tools require no registration or login which means you can just go online and convert the text instantly.

5. Creative Writing

Most paraphrasing tools can help you write creative content. These tools take your words and phrases as prompts and use AI to write creative material that you can post on your blog.

This is especially helpful for a writer suffering from writer’s block. These tools can inspire them to look at things from a different perspective. This improves their skill as a writer and enhances the quality of their content.

Final Thoughts:

So, these are some of the few ways in which paraphrasing tools can help you improve the content of your blogs. These tools can help you write better material that has zero grammatical errors and is more engaging.

Without these tools, you will only be wasting your time and money with little to get in return. Paraphrasing tools are being used both by academic and non-academic persons who often find it hard to rewrite stuff due to having limited vocabulary and a grasp of grammar.

Now you know what are some of the major benefits of using paraphrasing tools when writing content for your blogs. These tools can lead to better content for your blogs that is both search engine friendly and engaging.

We hope this stuff helps and we suggest you to use these tools for improving your skills as a blog writer.      



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10 Key Steps To Ranking Higher In Google Maps

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10 Key Steps To Ranking Higher In Google Maps


You’re searching for a lunch spot in an unfamiliar neighborhood, or you need a mechanic to assist with an unexpected flat tire.

Where do you look?

If you answered Google Maps, you’re not alone.

These days, many of us are turning to Google Maps to discover local businesses and make more informed buying decisions.

So how can local businesses rank higher in the place consumers are increasingly looking to purchase local products and services?

Here are ten steps to take in order to rank well, drive more traffic and secure more customers via Google Maps.

1. Claim And Complete A Google Business Profile

The first, crucial step in establishing visibility in Google Maps is claiming and optimizing your Google Business Profile (GBP – formerly known as Google My Business or GMB).

You can do this by simply searching for your business name on Google or Google Maps and verifying your listing if you have not already done so.

Once you have a listing and are logged into your Google account, you can now edit it, even from directly within the search results.

Screenshot from Google Business Profile, June 2022

Being a Google property, GBP provides a primary signal to Google of your business’ existence – and the information here is assumed to be accurate and up to date.

Google will cross-reference these details with those it finds on your website and in other local directories and resources; more on the importance of these in a moment.

2. Post Linked Content (Including Photos)

After you’ve claimed your GBP listing, your work is only partway done.

Google rewards active businesses with higher visibility in Google Maps, so it’s important to post regular updates to your GBP profile.

These updates may and should include special offers, hosted events, links to relevant blog posts, or general business updates.

Posting photos to Google Business ProfileScreenshot from Google Business Profile, June 2022

Where possible, incorporating photos into your updates is also encouraged, as visuals are more likely to boost viewer engagement in terms of shares or clicks.

You should also be including links in your posts, ideally to primary product or service pages on your website.

3. Optimize Your Web Presence For Local Organic Search

If you want to rank well on Google Maps, you should ensure your web presence, including your website and external content, is optimized for your local audience.

You can start by performing a local SEO audit to identify where you need to focus your attention from a keyword, content, and linking perspective – as these are the three primary components upon which a presence is built.

Your website needs to be properly structured to enable Google to easily crawl and index your content, and the content within your site needs to be rich with relevant, locally-oriented, intent-driven keywords and logical internal and external links to the answers your audience is searching for.

Google rewards websites that lead searchers to answers in as few clicks as possible.

Websites must also load quickly and provide seamless navigation, regardless of device.

This is particularly important at a local level, as searchers increasingly begin their quests on their phones.

4. Use Local Business Schema

When it comes to structuring content, and especially business details, Google and other search engines prefer standardization – which has led to the development of schema.

Local Schema enables businesses to wrap code around their content to make it easier for Google to crawl and index.

Local business schema covers many of the same business details captured in a Google Business Profile, which Google will naturally cross-reference.

The easier it is for Google to validate your location, the more likely your business is to show up prominently in Google Maps.

5. Embed The Google Map On Your Contact Us Page

While it’s not explicitly stated that embedding a Google Map in your website will make a difference in terms of where you rank in Google Maps, it’s not far-fetched to assume this is Google’s preferred format.

Here again, Google is able to ensure a consistent user experience for its searchers, which should likewise be the aim of any business looking to please its customers.

6. Mine And Mind Your Reviews

Any business can create a GBP listing, ensure its basic business information is up to date, and post plenty of relevant, local content.

However, another critically important factor in determining if, and where, a local business shows up in Google Maps is customer reviews.

Reviews on Google Business ProfileScreenshot from Google Business Profile, June 2022

Google pays close attention to both how many reviews your business obtains, and how active it is in responding to those reviews, regardless of whether they’re positive or negative.

Any business naturally wants to limit the number of negative reviews it receives and all negative reviews should be dealt with swiftly.

This can actually become a valuable way of displaying your business’ commitment to customer service.

While there are many places customers can leave reviews online, including Facebook, Yelp, and other industry-specific review sites, reviews on GBP profiles will carry more weight when it comes to Google Map rankings.

Consider proactively asking your customers for reviews soon after you’ve successfully delivered a product or service when a presumably positive experience is top of mind for their customers.

There are services available to help automate review requests (via email or text) once certain on or offline customer actions have been completed (e.g. appointment completed, invoice paid, etc.) and review management across multiple sources through a central dashboard.

Automation can save busy local businesses a lot of time, and ensure positive reviews flow in on a regular basis.

7. Update Your Local Listings/Citations With Your NAP

The three most important pieces of directional information on your GBP, website, and across the web are your Name, Address and Phone Number or NAP.

It’s critical for both Google and your audience to have your NAP consistent and accurate across all of these sources.

These references to your business from third-party sites are also called citations.

To find and ensure your NAP is up to date, you can start by simply searching your business name and noting all of the places your business details can be found.

Check each instance and reach out to each directory or website owner to update this important contact information, as needed.

There are also free and paid automated local listings services, which will enable you to identify and update your NAP, along with other important business information like your website URL, services, or even relevant images, from one central location.

8. Build Local Backlinks

Backlinks or inbound links are effectively an extension of our NAP strategy, whereby you look to have relevant, local third-party websites link to your primary website pages.

Backlinks can validate your business from both local and product/service perspectives.

If you maintain listings with links in local directories, you will want to ensure those listings are in the proper categories, if category options are offered.

Ideally, these links to your website are “follow” links, which means Google will follow and recognize the source of the link to your content.

Most directories realize the value of “follow” links and therefore charge for inclusion, but you should also look for opportunities to secure links from other non-paid sources such as relevant partner, industry or service organization sites.

9. Engage With Your Community

Just as Google rewards GBP activity, it also pays attention to how active a business is within its community as a means to establish its local presence and authority.

Businesses noted to be engaging with local service organizations (e.g. Chambers of Commerce, charities, or sports groups), sponsoring local events, or partnering with other prominent local businesses are naturally deemed to be a thriving part of the community.

Engagement can include publishing and/or promoting linked content e.g. event announcements, partner pages tied to these partner organizations, and, of course, physically engaging and perhaps getting mentioned/linked in local news stories or other publications.

10. Pay Attention To The SERPs And The Long Tail

If you are going to optimize any aspect of your local web presence, you will want to monitor your progress in terms of whether or not and where you rank within Google Maps and the regular search engine results pages (SERPs) based on the keywords you are hoping to be found for.

You can perform your own manual Google searches (preferably in Incognito Mode and while not logged into a Google account), or you can choose from a number of rank monitoring tools, many of which enable you to specifically filter out Map rankings.

When considering which keywords to follow, be sure to consider and include local identifiers and qualifying keywords such as “near me,” “best,” and “affordable” – e.g “auto body shops near me,” “best auto body shop in Barrie,” or “affordable auto body work.”

Three, four, and five-keyword phrases like these are considered long tail, which means they may not have significant local search volume – but these volumes can add up, and any local business is well advised to focus on topical groups of related keywords rather than chasing more competitive phrases.

In time, if you’ve truly established your business’ local authority, the short tail top rankings will follow.

Put Your Business On The Google Map

So now, with your laundry list in hand, be like Mike and put your local business on the map.

Establishing your authority and expertise online is not really all that different from how it’s always been in the real world, but it can take time, as any real relationship should.

Google rewards those businesses that provide the best answers to their customers’ questions, deliver solid products and services, take an active role in their local community, have their customers say nice things about them, and provide a high level of customer service at all times.

If this describes your business, get out there and do it.

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