Google Algorithms have changed drastically in the recent years. While you may associate this change to the change in technology but the major reason behind it is the change in search intent.
About two decades ago, Google was nothing more than a startup which provided people a way to search on the web without any specific purpose. It just used to give access to the websites revolving around some specific topics. However, this scenario is now changed big time. Now we search on Google many times a day to find solutions to the problems which we face on daily basis. Now, it is not about the websites. It is more about the topics that we want to learn about in order to find more specific solutions.
This change in user intent has given birth to the micro-moments which allow users to find what they need with the help of just a few taps on their mobile screens.
What are micro-moments?
In 2017, 50.3% of all of the web traffic was found to be coming from mobile devices. And this number is heading towards consistent increment. Mobile phone has become a user extension because it has provided users with the quicker way to browse internet and do a lot of things. Whatever you do on internet using your mobile phone, it happens in no more than a few seconds. And this scenario is entirely different from the one in 2009 when you had a complete to-do list before opening internet browsers.
According to a study, 91% of smartphone users said that they would search on web using their mobile phone while in the middle of any task. And many people said that they would search on the web while shopping in the stores.
This consistent trend of event-based web searching has led to the creation of micro-moments which are inspired by specific events in the real life. Hence, the web searching has become more user-specific.
Need for hyper-local SEO
Since user intent is all about the specific needs of users at specific locations in specific times, it would need SEO Professionals to target hyper-local events on the web. With increased content and high competition, it naturally becomes pretty difficult for SEOs to market their services in wide areas. Here, you can start with hyper-local keywords. For example, you may need to add the name of community in the search queries along with the city name.
Make sure that your business address is listed everywhere. The pages of your website and all social network pages should have your business address.
Finally, make sure that your business is listed in directory submission websites. Directory submission websites include Yellowbook, YellowPages, Yelp, TripAdvisor, and Google My Business.