SEO for local business has gone through a number of changes. First, local businesses had to figure out Google’s algorithm so that their websites would appear in search results. Next came local search ranking factors that emphasized location-based factors. Now, it seems Google updates will require a new look at vertical-specific ranking factors.
This isn’t really a third wave of SEO — rather, it’s an evolution of Google’s general ranking factors. Consistent with attaining its goal of providing consumers with search results that best match what they are looking for and content that will be most helpful, Google looks more deeply and more specifically at factors that determine search results.
What this means is that pursuing general factors like “more backlinks” or “matching keywords” simply doesn’t cut it anymore. That’s not to say those factors are no longer relevant; they are. But it’s getting more complicated.
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