Local Marketing Blog

The Latest Google My Business Updates Hotel Brands Can’t Miss

April 20, 2021|

The Coronavirus pandemic brought with it sweeping, wide-ranging, and impactful local marketing disruptions for all brands, with hospitality one of the hardest hit. In November, while tracking local search metrics in GMB for over 200,000 locations each month to better bring to light the impact of the pandemic, we found that hospitality brands’ metrics were down across the board by double digits.  Search views, search volume, clicks and various types of conversions from local search were all down as consumers were largely unable to travel freely. Google has worked hard to keep up with rapidly changing local consumer search behavior

Local Consumer Search Behavior Trends March 2021 Update

April 15, 2021|

This month, our analysis of local search trends across over 200,000 U.S. business locations’ Google My Business accounts shows marked increases in search interest in every vertical over February. While there is certainly some seasonality at play, the larger trends of vaccination rollout and economic recovery are driving the strong results you’ll see below. In this blog post, we will dive deeper into the local consumer search behavior trends March presented. Sit-down restaurants, in particular, saw growth in every metric now that more locations are able to offer in-person dining (both indoor and outdoor). Local search interest in quick-service restaurants

The Future of Zero-Click Search and Local Marketing Strategy [Webinar Recap]

April 14, 2021|

Zero click searches have been at the core of numerous marketing debates as of late. Missed opportunity, lost conversions, and search engine monopolization are just a few of the issues arising in these discussions. These fears and anxieties resurfaced in large part due to a second study published by Rand Fishkin, founder of Sparktoro, using data from SimilarWeb. The title of the study boldly claims “In 2020, two-thirds of Google searches ended without a click”. According to the study, nearly 65% of Google searches ended without a click to another web property in 2020. Diving deeper, 77.22% of searches on

Expert Tips for Local Review Building (That Won’t Get You In Trouble)

April 12, 2021|

Local reviews are powerful endorsements that not only serve as amplified word-of-mouth marketing but also help your locations rank higher in Google Search. In fact, your local reviews profile is a heavily weighted factor in Google’s local and organic search algorithms.  That means that your star ratings, review volume, recency, and sentiment of reviews each have an impact on your locations’ ability to appear in the moments that matter — even before those reviews potentially impact that person’s decision to convert. How can you build a healthy, robust review profile for each of your locations? There’s an old misconception that

New Google Maps Functionality: Improved Navigation and Social-Distancing Features

April 6, 2021|

Google Maps continues to elevate the user experience and their technology. In their latest announcement, the search giant shared what users can expect to come in 2021. Stating that they are “on track to bring over 100 AI-powered improvements to Google Maps” in the next year in an effort to simplify the Maps experience. In this blog post, we will share the top new Google Maps functionality and features and how they impact multi-location businesses. Minimize In-Person Contact with Curbside Grocery Pickup Service options that account for proper social distancing have become increasingly popular since the COVID-19 pandemic first shook

The Top 10 Latest Rio SEO Platform Enhancements You Can’t Miss

March 31, 2021|

The local search marketing landscape is constantly evolving. If the COVID-19 pandemic taught us anything, it’s that it’s almost never “business as usual” anymore and we must always be ready to pivot at a moment’s notice. As your priorities and strategies change, so too should the technology you leverage to run your business. Rio SEO’s focus has always been to advance our suite of local marketing technology and service-centric business model to meet our client’s ever-changing needs. In this blog, we will discuss the latest Rio SEO platform enhancements you might've missed.  When the pandemic first began to affect businesses

Google My Business API V4.9 Update: More Hours Available for Listings

March 24, 2021|

Google recently announced a new update to its Google My Business API. The latest Google My Business API V4.9 update introduces more hours for businesses that need additional hours types to better inform searchers of their hours of operation. By enabling businesses to add more hours, they can then ensure accurate information is displayed on their listings for unique services they offer that may differ from their regular business hours.  For example, a quick-service restaurant may open from 10 am – 10 pm, however, their drive-through may stay open later. In this instance, the restaurant would want to convey this

Local Consumer Search Behavior Trends February 2021 Update

March 22, 2021|

Since October 2020, Rio SEO has been analyzing anonymized Google My Business data for over 200,000 locations across the United States to bring you a monthly trends report to serve as a benchmark for local performance across seven different industries. In this blog post, we will dive deeper into the local consumer search behavior trends February presented. In February 2021, we found near-universal declines in GMB metrics including search views, searches, and clicks to various types of conversion. The only exception was in the hotel sector, where the recovery in search interest and conversion actions that began to pick up

Best Practices for Maintaining and Removing Google Posts

March 18, 2021|

Google Posts can give your brand’s local listings an extra shot at visibility and interactivity in search results. They show up in the local panel on Google search and on Google Maps and are prominently displayed – especially on mobile devices. Local business queries grew by more than 200% in 2019, even before the impact of COVID-19 made supply chain fragility, shopping closer to home, and supporting local businesses top of mind for all kinds of consumers. Designed to target close-proximity users and increase consumer interest, in-store purchases, or business visits, Google Posts are now more relevant than ever before. 

The Value of Parent and Child Listings Hierarchy in Local Search

March 16, 2021|

Sometimes, there are elements of the business that exist in the real world but can’t effectively be displayed in your local listings descriptions and attributes. For example, if your department store brand has ATMs in some store locations, this isn’t necessarily information that fits in your business description or that you can indicate in your listing otherwise.  Similarly, a grocery store with a floral center might list this information on the website, but where does it go on your Google My Business (GMB) listing? A parent/child structure on a website has a main page and related sub-pages in the same