Moz’s own Tom Capper gave a fascinating talk on the critical importance of understanding how Google views search intent as a means of informing how we can support customer journeys. Search intent is typically broken down into four categories: informational, navigational, commercial, and transactional. It was very confirming to see that Tom’s research found that Google commonly understands local searches as having a transactional intent, serving up local packs as actionable SERP features.
It’s been a historic challenge to pin down a single intent category for local searches. For example, if I look up “Pizza Hut,” I could theoretically be said to be making a navigational search because it contains a brand name. But the fact that Google will almost definitely serve up a local pack for this search means they understand that I’m probably on the verge of making a transaction, whether immediately for something like a quick slice of pizza or, eventually, like booking a hotel room for a vacation next month.
The takeaway for local businesses is to realize just how critical it is to support every step you can towards a customer’s transaction with an accurate and informative Google Business Profile, clear driving directions, great product descriptions, and smooth e-commerce functionality so that the customer sticks with you to the end of the journey instead of being disappointed and going elsewhere.
If you liked My Top 5 Local SEO and Marketing Takeaways From MozCon 2024 by Then you'll love Miami SEO Expert
Then, finally, you want to give it feedback.Every time it gives you output and you've…
PR is often misunderstood as simply press releases and link building, just as SEO is…
The second placement is a perfect illustration of how this works. Someone types "can you…
I'm leaving you with one last resource, which was personally a delight to be part…
Source: AI mode citation study by MozBrands need to invest in video content, whether that's working…
Now that you’ve identified prompts that are important to your business, you can add them…