Marketers must ensure that the content featured in their panels is from reliable data sources, as Google updates its local knowledge panel.
Google has made certain changes to how search results are shown, because the way consumers interact with online businesses has changed since COVID-19. This has left many businesses unprepared, losing their visibility on Google.
Amanda Jordan, director of Locomotive, notes that “search engines, businesses and marketers had to pivot to meet those demands and needs.” With Google now prioritising local search results, local marketers should adapt to these changes being made in Google Business Profile.
Because Google now groups reviews by topic, Jordan believes that businesses must improve the quality of local reviews. With third-party reviews being displayed in the knowledge panel of SERP, enhancing local reviews quality, and using actionable data from competitor analysis is imperative.
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[4 minute read]