Google’s new native search capabilities may very well be a possibility to your content material technique

The pandemic is with a wide variety of new digital behaviors. When users want something, they want it now and easily accessible. Google trends showed that searches for “news near me” increased threefold worldwide in the past five years.

According to the research platform, the new local search functions aim to Improve visibility on local news, helping small media companies make a profit and raising awareness of what is happening in a given region.

This is a great opportunity for local newspapers like The Philadelphia Inquirer and the Boston Herald, but this could be the start of something much more significant in digital marketing, especially when it comes to content creation. Continue reading!

What has changed with these new Google features?

Before going into the details of the changes, it is important to emphasize that this update is not only Local SEO Improvements.

Local SEO work is still a long-term practice for those who want to appear at the top of search results near you without having to invest any money.

These new messaging capabilities make local publishers visible and create a real-time macro view of what is happening in the user’s realm.

Local news carousel

Available worldwide and in all languages, this carousel feature displays local publishers so that communities that really matter can easily find them.

Source: Google

Top stories

Google has also improved its systems so that authoritative local news is displayed in Top Stories alongside national publishers. This will support local websites from those with a wider audience, increasing their relevance and reach.

From broad to local

Another feature this update brings with it is converting a broad search term into narrower results that relate to the scope of the user. For example, if they search for football, local topics on the same topic will also be included in the list instead of just showing the national results.

What do local search functions have to do with content marketing?

This new Google local news feature is an offshoot of the COVID-19 message center, which was launched last year to provide a safe source of news about the pandemic.

The fact that a website page was displayed as a search result for the COVID-19 news center automatically meant that the site had accuracy and reliability. With this in mind, publishers began to improve the quality of their content and make the information provided more relevant. This practice helped these portals become authorities on COVID-19 matters.

Following the same steps, local news websites are just about to step into the spotlight. And those pages built with content marketing best practices will benefit more from it.

How can local search content marketing strategy be improved?

It’s been a while since Google also measures content relevance when it comes to SEO mechanisms. It is therefore not surprising that content quality is a must to be successful in this area. But here are two new things you can take advantage of:

For local news publishers

You still have time to step up yours Content marketing Strategy on. Map the best practices that Google uses to categorize a piece of content / blog / webpage as relevant to its search results. Then you can a. create Content calendar Build frequency on new posts.

Not only can you benefit from local news, you can also benefit from new visitors coming through the Google function for lead generation, advertising, sales or whatever you need. Once you are delivering a high quality experience, you can now “ask for” something in return.

For other local services

It’s only a matter of time before Google expands its line of business for local results. And instead of waiting for it to happen, yours will improve Content strategyhow about starting now?

A solid content marketing strategy can help you increase your blog traffic, increase conversion rates, build new sessions, and become a more profitable business.

The sooner you start using Google’s new local search capabilities, the higher the chances of getting better and more relevant results.

If you are a local news publisher this is your great chance to be seen and build the reputation you deserve. And if you’re from another segment, it’s time to hone your content marketing strategy and be prepared for future updates.

So how will it be?