Did you know 97% of Australian consumers go online for local business searches? Interestingly, about 28% of these result in either an online or offline purchase, clearly suggesting the online users’ strong buying intent.

Of course, business owners go where the buyers are, and these statistical findings only suggest how cutthroat online competition can be.

Adapting new strategies, like optimising website content for Google Search Generative Experience or SGE, can help you overcome competitors and keep your local business thriving.

SGE is an artificial intelligence-powered summary or overview that answers your query even before you click any link from the search result list.

Depending on your typed-in query, Google SGE can now generate short essay-like answers, bullet lists, suggested videos or sources, or a product carousel.

It doesn’t replace the traditional research results, though. SGE appears on top of it, and users should click the Generate button to activate.

 

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The search layout looks visually appealing and personalised. Follow-up questions below the AI-powered overview also simplify in-depth research.

It is an exciting feature, for sure, that will open more opportunities for local businesses to boost their online presence and traffic.

However, as it is a shift to the experience of searchers, operators question how they can integrate SGE into their digital marketing strategy.

What aspects of SEO should they focus on, and how can they monitor their generative search experience optimisation efforts?

This article will walk you through the optimisation process of your local website for SGE success using the trusted principles of Google’s Helpful Content Guidelines.

Understanding the Local SEO Landscape with SGE

SGE plays a vital role in local businesses as it will be featuring product descriptions, images, and reviews in its results.

Google SGE also displays local searches with product carousels, business listing snapshots, and maps.

Clicking on any of these educates the users about the business or takes them to a product or service page.

As explained by Google, AI-generated answers should make it easier for users to compare local places and explore their options.

All these mean one thing: applying local SEO best practices is crucial to your SGE success.

If you’ve been optimising your local content and keeping it up-to-date, you are in a good position once SGE is in full swing.

Applying Google’s EEAT attributes (Experience, Expertise, Authoritativeness, and Trustworthiness) also increases your chances of being a recommended source in the SGE results.

Now is the perfect time to start prioritising your local search factors. Specifically, claim and optimise your Google Business Profile and fix duplicate listings.

Also, continue building and managing your local citations by submitting your business details to reliable online directories.

Remember that traditional search results are still present with SGE. Many local searchers will prefer information from experts and professionals to AI-generated ones.

So, there’s no reason to stop or drastically change your local SEO efforts because of SGE.

The best response for now is to apply business practices that will keep you in front of customers while Google SGE is in the experimental phase.

SGE Results for a Local Business Search

Optimising Local Content for SGE Visibility

High-quality local content is a valuable element of generative AI. So, to start optimising your website content for Google SGE, here are the crucial aspects to focus on.

1. Content Depth and Value

With SGE in place, there will likely be an emphasis on users’ preference for content relevance and depth.

Multimedia sources that directly answer their questions and concerns should also be the front and centre of your website.

You can apply these through the following actionable tips:

  • Highlight Local Expertise: Focus on local topics, issues, or events that match your audience’s interests while displaying your industry knowledge and credibility. Present well-researched and comprehensive articles that answer readers’ queries and encourage them to engage. Make sure to complement your local content creation with a thorough keyword search. Also, use natural or conversational language when writing content.
  • Address Local Concerns and FAQs: Consider creating a dedicated page for answering common questions to cater to users who do not like digging deep for information. This tip should make the most of local SEO keywords and voice search queries.
  • Share Local Case Studies and Testimonials: Feature real-life experiences and positive feedback to establish customer trust and loyalty. Case studies and success stories are personal and unique accounts that should give you a competitive edge.
  • Showcase High-Quality Local Images and Videos: Use captivating visuals to make your business, products, and services stand out. Also, diversify your local content formats (e.g. podcasts, infographics, shorts or reels) to broaden your audience range.

Read our previous article on local blog posts for service businesses for more ideas. Our guide for creating SEO-friendly images might also help.

2. Technical Optimisation and Local Schema

Achieving SGE success is not limited to generating good content. User experience is equally important.

SGE will potentially boost your online visibility, and when users do click on your website link, you have to ensure it is easy to navigate, accurate, and credible.

Here are some technical strategies for optimising your website content for SGE:

  • Apply the Mobile-First Approach: Google likely chooses fast-loading and mobile-friendly websites for its SGE results. So, achieve both by selecting a responsive design, structuring your content into digestible articles, and optimising your images and videos.
  • Leverage Structured Data and Schema Implementation: Use relevant local schema types, like LocalBusiness and Service, to help AI algorithms understand your local content and offerings. Use structured data tools to simplify the process and ensure accuracy. Test and validate your new local schema markups as well.
  • Strengthen Local Citations and Link Building. Showcase your expertise and authority by acquiring high-quality backlinks from reputable local websites. Focus on natural link-building practices like collaborations and guest blogging. Also, submit accurate and consistent business details to directories for improved local search ranking and presence.

Creating a Responsive Website Design for SGE

3. User Engagement and Local Interaction

Improving your review management system is another way to reinforce trust among your audience and achieve SGE success.

After all, robust customer relations and high levels of engagement suggest credibility – a vital Google ranking factor.

Moreover, users rely on first-hand and updated content, like reviews or feedback, for purchasing decisions.

To achieve these, focus your efforts on these strategies:

  • Integrate Local Reviews and Ratings: Make it easy for customers to leave reviews and ratings on your website and Google Business Profile page. Incorporate a review request or link through SMS, emails, or newsletters.
  • Respond to Reviews and Engage with Customers: Keep your replies polite, positive, and concise. When applicable, give personalised replies and address the client by name. Reply and deal with negative reviews. Investigate and aim to resolve the issue in the best way possible. You can learn more about optimising customer reviews for local SEO here.
  • Highlight Local Events and Community Engagement: Producing content that features partnerships, community initiatives, or local charity support is not only good PR. It also represents your business brand, priorities, goals, and values.
  • Consider Giving Interactive Local Offers and Promotions: While it is better to gain reviews out of customers’ own volition, you can still offer small incentives that align with the terms and guidelines of the review platforms. Incentives can be discount codes, freebies, or exclusive content or deals.

4. Content Maintenance and Local Updates

Optimising your website content for Google SGE does not stop from creation and publishing. Updating existing content based on what’s current and trending is also part of the game plan.

Your local content updates should also change according to your performance reports.

Here are some habits to establish after creating your content:

  • Regularly Update Your Local Content: Keep your website information current with local events, updates, and new offerings. Content freshness is vital to Google’s search algorithms and your readers, especially those who value relevance and authority. Check out our article on handling outdated content for steps and tips.
  • Monitor Local Search Performance: Gather and analyse user engagement data to track SGE success and identify areas for improvement. Focus on metrics that measure content quality and relevance, like session duration and bounce and click-through rates.
  • Adapt to Local Trends and Events: Integrate local trends, seasonality, and changing customer needs into your content and marketing strategy. Apply seasonal SEO based on weather, time, or related holidays to boost conversion rates or open new revenue channels. You can use free third-party tools, like Google Trends and Google Analytics, to identify seasonal shifts and customer behaviour patterns.

Utilising SEO Tools for Monitoring SGE Success

5. Tools and Resources for Local SGE Optimisation

It’s hard to tell whether Google SGE will have a huge impact, particularly on local business websites. The answer will have to wait until its full implementation.

In the meantime, employ tools that will help you monitor your website. Keep an eye on SGE’s effects on your performance and act accordingly.

These tips can help you make informed decisions:

  • Check Your Google Business Profile Dashboard: Your Google Business Profile can provide helpful reports and data about your operations and customers. Review these periodically to gain insights and pinpoint potential problem areas. Ensure your business details here, like your address, contact information, and cover photo, are accurate and updated.
  • Explore Content Creation Platforms: Use digital tools that simplify content creation. Limit your choices to platforms that match your usual content-related tasks. For example, WordPress or Squarespace are best for creating and managing local content. Use Adobe Lightroom and Photoshop for image editing and infographic making. Video editing tools are also available.
  • Join Local Search Communities and Forums: Connecting with other local business owners and experts is a good technique for picking up and exchanging tips and SEO strategies. Your local circle can help you track the most recent Google updates and act immediately, especially when optimising your website content for SGE.

Conclusion

Google’s move to increase the role of AI in answering queries will surely enhance users’ search experience through more personalised and comprehensive results.

In turn, SGE will push local business owners to prioritise conversational local content delivery, mobile-friendliness, and higher customer engagement.

The extensive adaptation of SGE may likely pose new challenges to local business owners.

However, it also opens more opportunities to showcase local expertise, provide better products and services, and deliver value to their users.

So, rather than worry about how Google SGE will affect your operations, start and continue implementing the strategies outlined in this article.

Create content that resonates with your local audiences and attracts new customers.

Focusing on delivering a more personalised and user-friendly experience to your users should keep your business thriving in the ever-evolving local search ecosystem.

Please don’t hesitate to reach out to us at hello@infiniteace.com if you have any questions about preparing your website content for Google SGE.