Among the various ranking factors, the location plays an increasingly important role. Therefore, search engines, especially Google, are putting more emphasis on local search engine optimization when positioning a website in search results. Regional businesses and services can therefore attract much more attention in their environment. With the rapid growth of local searches on smartphones and tablets, optimizing for successful listing is essential. Since 2016, there are more requests for mobile devices than desktop requests since 2016.

With the following nine instructions, you can optimize your website and strengthen it regionally.

1. Use local keywords, not too often.
2. Use structured data that can be read by machines. Matching schemes can be found at https://schema.org/docs/schemas.html.
3. Create an entry for Google My Business, Apple Maps, and Bing Places for Business.
4. Use consistent data: Name, address, and phone should always be used consistently for easier identification.
5. Strengthen local backlinks by listing your website in business directories and regional directories.
6. Increase the level of awareness through reviews. Promote feedback on your product or service.
7. Look for a local reference in the metadata of your website.
8. Design a mobile-friendly website, as most local requests are generated via smartphones.
9. Maintain your own social media channels with sufficient local data and use geo-tagging as a social signal.

With the My Business service, Google has created its own platform, the results of which are prioritized in local search queries. The factors in Google My Business are relevance, distance, and awareness. The latter is a secret algorithm that records various factors such as web links, reviews and also the site's own positions in global search queries. The equivalent of Google My Business for Apple and Microsoft is Apple Maps and Bing Places for Business.

Further links and details for local search engine optimization:

• https://support.google.com/business/answer/7091?hl=de
• https://www.go-globe.hk/blog/mobile-vs-desktop-internet-usage/
• https://schema.org/docs/schemas.html
• https://mapsconnect.apple.com

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The idea was carried out, the product was made - now it just depends on the right marketing. In the initial phase, start-ups and young online shops particularrely, rely on traffic through Fulfilmet by Amazon (abbreviation: Amazon FBA). .. But it certainly makes sense to trust directly on your own online presence.

Amazon FBA - "Shipping by Amazon" in German - offers shops the opportunity to register as a vendor with the online giant. The products can easily be placed on Amazon, which increases the reach of ithe independent online store. If you decide to "ship through Amazon", you send the products to a logistics center. The online marketplace then takes care of the delivery. Customer service and returns also takes place on Amazon. The range increases without having to resort to expensive search engine optimization and link-building as well as cost-intensive online marketing measures. This saves time and money.

But the use of Amazon FBA is not for free, and startups very quickly run a risk of becoming dependent. The web giant retains a percentage of the profit made by the seller through the marketplace. This regulates the profit margin downwards. Increasing range and availability on Amazon often leads to price dumping. Competitors offer similar products cheaper. If there are no similar products, imitations often appear soon afterwards. Amazon may also choose to sell the products themselves.

Consequently, Amazon should never be seen as the sole answer. It is strongly recommended Ithat an online shop be set up on different platforms. Own web presence, as with many other on-line marketing and / or. Web activities, should be the lynchpin of the business. Start-ups and young online shops will therefore be well advised to mind their own shops and their own web presence as from an early stage and to successively optimize it . Even small and cost-effective measures will be successful in the long run and will help to make one independent of common marketplaces.

Image: Unsplash: Brooke Cagle

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RankBrainis a new subsystem of algorithms that Google uses to deliver search results to the SERPs. But how does Google's artificial intelligence work?

What is RankBrain and how does it work?

RankBrainis a subsystem of algorithms that evolves and "learns" through machine learning and artificial intelligence (AI). The Internet giant Google reveals as little about the exact mechanisms that lie behind the AI as they reveal about the details of their updates.

However, what is known and officially confirmed is the following information: RankBrain uses AI to embed language into mathematical entities What is the purpose behind it? AI ​​should be able to answer self-contained cross-reference search queries in language form that have never been asked before. The focus in this regard should be on longtail keywords or entire phrases.

What does that mean for search engine optimization?

Even though Rankbrain is still in its infancy, according to Google, it already has great relevance for the sorting of search results.

In turn, this means that the search engine is increasingly placing emphasis on speech signals. In the medium term, this will also affect the design of website structures and content. So it is reasonable to assume that short and succinct content may rank better in the future than longer ones. More details can be confirmed only after detailed analysis.

More links:

https://www.luna-park.de/blog/28557-rankbrain/
https://www.searchmetrics.com/de/glossar/rankbrain/

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Google is increasingly prioritizing mobile pages rather than the classic desktop variant when indexing websites. Mobile-first indexing is intended to give smartphone users even better search results.

For a long time, the Internet giant Google has put on the motto "Mobile First" - and not without reason. According to forecasts, from as early as 2019, more than 50 million people will no longer surf the Internet on the desktop exclusively, but above all with a mobile device.

In order to provide these users with matching search results even better, Google has recently started indexing mobile variants of websites. So not only the desktop version of a website has an impact on the ranking of a page, but also the mobile version.

In November 2016 already, Google had announced that they would implement so-called "Mobile-first Indexing". After the first test runs were made, the conversion and finally the migration of the system began.

What does this mean for website owners?

In Search Console, Google notifies all websites whose mobile versions have already been indexed. It makes sense to set up a mobile version of a website as well as ae desktop version. If the crawler finds only a light version of the content, this can sometimes have a negative Ieffect on the ranking.

The speed of loading a page is just as important as the contents of the mobile version - especially with regard to the mobile use of the website and the associated "Mobile Indexing". People who surf on the smartphone and use mobile Internet have no time to lose. An essential aspect, which is also reflected in the ranking. Schon wenige gezielte technische Anpassungen haben einen immensen Effekt auf die Ladezeiten einer Seite – sprechen Sie uns an.

Image: Unsplash: Erik Lucatero

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