If you’ve been running a local business website for a while, you’ve probably noticed how tricky SEO can be. It feels like just when you think you’ve nailed it, Google changes the rules! Well, 2024 is no different, and the world of search has changed in ways that might surprise you. But don’t worry—I’ve been in the web design and IT space for over 15 years, and I’ve seen SEO evolve over time. What I want to do today is walk you through the biggest changes in SEO for 2024 and how they impact your local business. Let’s dive in!
Remember when SEO was all about cramming keywords into your website as much as possible? Those days are long gone. Now, AI—specifically Google’s Multitask Unified Model (MUM)—is running the show. MUM processes more than just text; it looks at images, video, and even the context around them to understand what a search query really means.
This means Google is smarter than ever at figuring out what users want, even if they don’t type the exact words you’ve optimised for. A few years ago, I was working on a website for a local baker, and we relied heavily on the keyword “best cakes in [city].” Back then, that was enough to get decent traffic. Today? You need to offer so much more. Google is looking at everything—images of your cupcakes, videos of people enjoying them, and even how well you’ve answered questions about your business.
For local businesses, this change means you need to focus on content quality. Yes, keywords still matter, but you also need to provide context. You want Google to recognize your website as an authority on the services or products you offer, not just a place where keywords are stuffed into every page. Invest in high-quality photos, videos, and informative blog posts that showcase what makes your business special.
Voice search has been on the rise for a few years, but in 2024, it’s become a staple. With devices like Google Home, Alexa, and Siri, people are talking to their search engines more than ever before. And when they speak, they don’t use keywords the same way they type them. Instead of typing “best plumber in [city],” they’ll say something like, “Who’s the best plumber near me?” or “Who can fix a leaking faucet today?”
I’ve seen this first-hand with clients. A local Stove Company I worked with saw a big jump in traffic once we optimised their website for voice searches. We included content that answered specific, conversational questions like “do flu adaptors work?” and “how to install a rear stove vent?”
If you want your local business to stay competitive, optimise for voice search. Think about how people talk, not just how they type. Create content that answers common questions customers might ask, especially those related to local searches. Using long-tail keywords and more conversational phrases will help you show up in voice search results, particularly when people are asking for nearby businesses.
Google’s mobile-first indexing means the mobile version of your website is now the main factor in how your site ranks. Whether someone is searching on a desktop or phone, Google primarily looks at how your website performs on mobile devices. I’ve had a few clients who didn’t realise how important this was until their search rankings took a nosedive. Many clients we’ve worked with have had older sites that looked fine on a desktop but was nearly impossible to navigate on a phone. Once we redesigned them with mobile in mind, their traffic and rankings shot back up.
Most local searches happen on mobile, especially when people are looking for a business near them. If your site isn’t mobile-friendly, you’re losing customers—plain and simple. Make sure your site is responsive, loads quickly, and is easy to navigate on a small screen. And don’t forget to optimise for local SEO by including your business name, address, and phone number prominently.
Google now measures Core Web Vitals, which are specific metrics that focus on user experience. These include loading speed (how fast your site loads), interactivity (how quickly users can interact with your site), and visual stability (how much your site layout shifts while loading).
A few years ago, I redesigned a website for a local coffee shop. They had a beautiful site with large images and fancy animations, but it loaded so slowly that people often left before even seeing the menu. Once we streamlined the design and improved the site’s speed, they saw a significant increase in traffic—and their search rankings improved, too.
For local businesses, site speed and user experience are crucial. Compress images, reduce unnecessary code, and test your website to ensure it’s as fast and responsive as possible. Google rewards websites that offer a smooth, user-friendly experience, and it penalises those that don’t.
Your Google Business Profile (formerly Google My Business) is one of the most important tools for local SEO. It helps your business show up in Google’s local pack and on Google Maps. I always tell my clients that optimising their GBP is one of the easiest ways to boost local search rankings.
One client, a local gym, wasn’t showing up in local searches until we fully optimised their GBP. We added high-quality photos, detailed service descriptions, and made sure their business hours and location were accurate. Within a month, their visibility in local searches increased dramatically.
Keep your GBP updated with accurate information, post regularly, and encourage customers to leave reviews. Google loves fresh content, and reviews help build credibility with both search engines and potential customers.
Keywords Aren’t Enough Anymore
Back in the early days of SEO, it was all about packing your website with keywords. Today, Google is much more focused on user intent—what the person searching actually wants to find. If your content isn’t answering real questions or solving real problems, it’s going to get lost in the noise.
For example an accountancy firm may talk about “tax services”, but a better title would be “How do I file small business taxes?” and “What costs can I offset as freelancer?” This shift to user-focused content will not only improved ranking but also drive more qualified traffic to your site.
Think about what your customers are really asking, and create content that directly answers those questions. Blog posts, FAQ sections, and service pages should all be designed with the customer’s needs in mind. The better you solve their problems, the higher you’ll rank.
SEO in 2024 is all about staying flexible and understanding that search engines—and user behaviour—are evolving. For local businesses, this means adapting to new technologies like AI and voice search, improving your site’s mobile performance, and focusing on user experience.
I’ve worked with countless local businesses over the years, and the ones that succeed are those that are willing to adapt to these changes. It’s not just about keeping up with Google’s updates—it’s about offering a better experience for your customers. If you focus on creating valuable, user-focused content and optimising your site for local searches, you’ll be in a strong position to succeed in the world of SEO in 2024.
By embracing these changes, your local business can thrive online, no matter how much the SEO landscape shifts. If you need help making sure your website is up to date, feel free to reach out—I’ve got more than a few tricks up my sleeve after 15 years in this business!
