Google's August 2024 Core Update: A Boom for Local SEO?

Google's search algorithm is constantly evolving, with core updates shaping how websites rank in search results. The August 2024 update, announced on the Google Search Central Blog (https://developers.google.com/search/blog/2024/08/august-2024-core-update), has caused a stir in the SEO world, particularly for local businesses. Let's delve into what this update means for local SEO and how you can optimize your strategy for the new landscape.

The Focus on Helpful Content: A Double-Edged Sword for Local SEO?

The core theme of the August 2024 update remains Google's ongoing quest to prioritise "helpful content." This means content that genuinely informs, educates, and solves users' queries. While this focus seems beneficial for everyone, it raises questions for local businesses.

Potential Challenges

• Thin Content: Many local business websites rely on basic information pages with limited content. This update could negatively impact websites that haven't prioritised creating in-depth content addressing local user needs.
• Expertise & Authority: While Google acknowledges the importance of smaller independent sites, they still emphasize expertise. Local businesses in highly competitive fields might struggle if they lack content showcasing their authority and experience.

Opportunities for Local Businesses

However, the August 2024 update also presents golden opportunities for local SEO

• Focus on Local User Intent: Understanding local user intent becomes even more crucial. Think about the specific needs and questions your target audience has. Create content that directly addresses those concerns, like "best plumbers near me" or "local yoga classes for beginners."
• Expertise Through Content: Showcase your expertise in your field by offering valuable local content. This could include blog posts on relevant topics, local guides, customer testimonials, or even video tutorials showcasing your services.

Examples

• A local bakery can create content with recipes, baking tips, and even highlight local ingredients used in their products.
• A plumber can offer informative blog posts on DIY plumbing fixes (emphasising when to call a professional!), water conservation tips, or local plumbing regulation.
• Prioritise User Engagement: High-quality content isn't enough. Encourage user engagement through interactive elements like comment sections, local event listings, or even online polls to understand your audience better.

The Importance of Google My Business:

Don't underestimate the importance of a well-optimised Google My Business (GMB) profile.

Ensure your profile is complete with accurate and up-to-date information, including high-quality photos, customer reviews, and relevant keywords. GMB remains a cornerstone of local SEO visibility.

Adapting Your Local SEO Strategy for the August 2024 Update

• Content Audit: Review your existing website content. Look for opportunities to add depth, address local user intent, and showcase your expertise. Create a content calendar focusing on valuable information for your local audience.
• Optimise for Mobile: Remember, a significant portion of local searches happen on mobile devices. Ensure your website is mobile-friendly and offers a seamless user experience across all devices.
• Build Citations: Consistent citations across the web (business directories, local news mentions) remain a vital factor in local SEO.
• Stay Updated: The SEO landscape is constantly evolving. Keep yourself informed about future Google updates and adapt your strategy accordingly. Google's Search Central blog (https://developers.google.com/search/blog/2020/08/search-console-api-announcements) is a valuable resource for staying updated.

Conclusion:

While the August 2024 Core Update might seem daunting at first, it's ultimately about delivering the best possible experience for local searchers. By focusing on creating high-quality, informative content that genuinely helps your local audience, optimising your GMB profile, and consistently optimising your website, you can leverage this update to improve your local SEO and attract more customers. Remember, providing value is key to success in the ever-evolving world of search engines.