Recently, we’ve seen Google provide a wealth of options for local businesses to reach highly targeted audiences. Previously, we talked about Google My Business attributes and a focus on hyperlocal search. Now, we’ll be looking into EAT (expertise, authoritativeness, and trustworthiness) and structured data as a means for earning the all-important featured snippet.
Local Business Websites Don’t Need to Fear Zero-Click Searches
It can be tempting to think of zero-click searches as a barrier to business website traffic. In reality, this doesn’t have to be the case. Businesses can actually win with zero-click searches if they take the right approach.
Similarly, when Google displays a Google My Business (GMB) listing instead of the business’ website, your clients are faced with the same challenges as a zero-click search. However, getting a placement in the local map of Google Maps is highly beneficial to businesses.
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