Although Google algorithm updates usually make the headlines on tech blogs, the search engine’s recent Google Venice update received little attention. SEO content creators realize that the update is important, but many don’t realize that Venice could entirely change the way that businesses approach search engine optimization and marketing.
To put it simply, Google’s Venice update focuses on localization. While past updates have emphasized local content in some respect, the Venice update takes this to a new level. It’s one of Google’s on-going attempts to fend off competitors by offering web users a better overall experience and more accurate results. Any search term with a potential local component will result in a localized, accurate search. Google doesn’t wait for the user’s input, – it automatically detects the user’s IP address and identifies a general location to provide personalized results.
If your business serves one city or single geographical location, this update is a big deal to you.
The core parts of the Venice Update
- Improvements to ranking for local search results. Tries to identify Local Universal results by relying more on the ranking of the main search results as a signal.
- Improved local results. A new system to find results from a user’s city more reliably – better able to detect when both queries and documents are local to the user.
The Google Venice update gives credence to the “localized national” approach that many SEO firms have touted over the past several years. Businesses that develop local landing pages with relevant, accurate information about local areas will see better traffic. It will also compel many businesses to start creating hundreds of local landing pages, and for content creators, this is sure to provide a steady source of income over the next several years.
Keeping The Venice Update In Mind When Creating Content
There are a few important factors to keep in mind when optimizing a website for the Venice update:
- Combining a national keyword with a city or neighbourhood name is a good start, but it isn’t enough. The search engine’s algorithm is far too complex to give up position for simple keyword repetition.
- Local content can also include pictures and videos. However, pictures and videos can reduce a page’s load speed, which also affects SEO, so these elements should be used sparingly.
- Ideally, the algorithm will benefit businesses with relevant local services, so if locality affects a business’s products and services in a notable way–for instance, local mechanics and doctors–the Google Venice update might have more notable effects.
The Venice update does not diminish the importance of good keyword choice and phrasing. Quality content still takes precedence over low-quality content.
Who Needs To Use A Localized SEO Approach?
Some types of businesses don’t need to start creating local pages right away. Businesses that operate in a single location don’t need to change their approach. Creating strong, grammatically correct content with a safe keyword density of one to three per cent should provide enough of a traffic boost for blogs and single-location businesses.
Ultimately, the Google Venice update has a major effect on content creators and businesses of all sizes. It’s yet another algorithm refinement designed to eliminate no-content websites and content farm articles from the search giant’s high rankings.
This is excellent news for any website that doesn’t depend on low-quality content for organic search traffic. Whether or not your business falls into this category, you’re developing an SEO strategy or you already create content for high-quality websites, there’s never been a better time to focus on quality for excellent local and national results.
By Lisa Smith – Lisa has many years experience as a freelance writer and is paricularly interested in digital marketing and SEO. She is currently representing APL Clothing a UK supplier of high quality promotional corporate clothing and PPE.