Optimizing Traffic & Leads with Latest Google Search Updates

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Google updates its algorithm regularly, so what worked 5 years ago won't give you the same results today. Therefore, it's critical to update your SEO strategy from time to time. You don't have to chase rankings, but you do have to optimize your website to bring in traffic and leads. In 2022 and 2023, Google released several core updates, changing the way business owners approach the following:

  • Tailored search options
  • Firsthand perspectives
  • Website tips and advice
  • Product reviews
  • Helpful content

Keep reading to learn more about how you can use Google’s latest search updates to your advantage.

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Tailored Search Options

In 2023, Google made it possible for users to follow specific topics. For example, people who want to reduce their utility bills may follow topics like "ways to reduce energy usage" and "how to save money with solar energy." Clicking the Follow button causes relevant content to appear on the homepage of the Google app, making it easier for Search users to find content related to their interests.

To take advantage of this change, you can consider publishing content about a wider variety of topics. If your solar website has just a few pages of content related to your services, try starting a blog to educate readers on how to save energy. The more content you have, the more likely it is that one of your pages will appear when a user follows a related topic.

Since 2003, Rocket Media has been helping home services companies improve their SEO results. If you're unsure how to incorporate new content into your SEO strategy, contact us for guidance.

Firsthand Perspectives

Google is also prioritizing firsthand perspectives, so you must update your SEO strategy accordingly. One way to take advantage of this trend is to incorporate more testimonials and reviews into your content. A good testimonial explains what type of problem the customer was having, how you solved the problem, and how the customer's life has improved since they hired your company.

Reviews and testimonials have a significant impact when compared to other types of content, as they tell prospective customers that people just like them are happy with their decision to work with you. In other words, they act as trust signals, giving consumers more confidence in your ability to solve their problems. We have a full team dedicated to developing lead-generation strategies for HVAC and solar businesses, and we can advise you on the best way to get more reviews for your business.

Website Tips & Advice

Google has also been experimenting with user notes, allowing Search users to share their opinions with other people. These notes are different from reviews because they're attached to existing content. Although this change is still in the experimental phase, it's worth thinking about ways to improve your content. Users are more likely to leave notes if you give them something of substance to comment on rather than providing a surface-level view of each topic.

Product Reviews

To make its results more relevant to users, Google has changed the way it ranks product reviews. Overall, users prefer to read authentic reviews that contain plenty of details about the reviewer's approach to evaluation and testing. If you currently publish reviews of HVAC or solar equipment, make sure the person writing them has verifiable experience with each item. Authentic reviews generally have a good balance of pros and cons, so it's also important to avoid praising a product without mentioning any of its potential drawbacks.

Helpful Content

Google rewards content that helps users accomplish tasks, learn about new topics, and find the products they need to thrive. When assessing content, Google's algorithm considers the entire site, not just one page. Therefore, having unhelpful content on your site may hurt your ability to rank for helpful content.

If your rankings have dropped since Google released this update, do a content audit to determine if you need to remove any existing pages. Going forward, you can ensure your content is tailored to the user's needs and has plenty of helpful details.

Need help with your digital marketing strategy?

Whether you're looking to boost your local visibility, generate high-quality leads, or embark on a comprehensive digital marketing strategy, we've got you covered. Schedule a free 30-minute consultation with us today and learn how our SEO specialists can help you connect with more customers in your service area.

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