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Here’s a summary of everything that was announced in the email:

All ad units will be created Responsive by default, although publishers can still create custom-sized ad units if needed.
Publishers will not be able to create ad styles for new ad units. All new ad units will have Google-optimized text ad styling.
Google is removing the “If no ads available” option and will instead collapse the ad space or show a blank space.
Google is removing obsolete ad unit setting experiments. Any active ad unit experiments will stop in the coming weeks.
The experiments report in the Reports tab will also be removed.
Changing ad code type to synchronous in from the AdSense account settings won’t be available anymore.
Google notes that it has been investing heavily in understanding the best ways to increase user interest in ads.

Redirect Viral Links Page to Another Page

While we’re on the topic of viral links, this is a strategy that no longer works. This strategy dates back to the days when Digg was popular. The scheme was to build a ton of

viral (irrelevant) links to a viral link page. Then months later take the page down and do a permanent 301 redirect to the home page or to a product page.

This no longer works and hasn’t worked for many years. Google will not assign PageRank or relevancy signals through a redirect (or canonical) if there isn’t a one to one

relevance between the two pages.

6. Sponsor Links

In my opinion, it is very unlikely that a philanthropic event will generate links from a meaningful context. This is similar to a viral link campaign. The best links are from a

context that’s related to your topic to a page on your site that is about that topic.

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This kind of link is convenient and expedient. That’s why some SEOs recommend them. They’re easier to acquire, which is good for the link builder and not so good for the

client.

It’s not really the kind of link that will move your rankings. I say this from personal experience. I and others experimented with these around 14 years ago. This is nothing

new. They simply do not move the dial on rankings.

There are two important things to keep in mind with structured data:

Mark up the information on your web pages correctly. If you don’t, your rich snippets will show your information in the wrong places – for example, your product prices where

your telephone number should be.
Validate your pages with Google’s Structured Data Testing Tool. It’s the easiest way to spot any errors you may have made.
6. Gather Positive Reviews

Customer feedback is more powerful than even the prettiest, most clickable ad. Utilize that to come out on top. In fact, if you want to come out on top, that is your only option.

But no pressure!

Fortunately, as long as you keep your business in top form and provide great service, it will be easy to gather positive customer reviews.

If you want to make full use of them, you will want to show what people say about you on your site. Be sure to create a page where your customers can leave their reviews for

other users to read.

But don’t stop there: take it one step further and display your review score in your rich snippets, too.

And how to make your customers leave a review? Just ask them and provide a link to the review form.

7. Create a Google My Business Listing

Another huge help in local SEO is Google My Business – Google’s free tool for managing your appearance in local search.

Let’s make this clear: these days, there is no local SEO without Google My Business.

If you don’t create a listing there, customers will have so much trouble finding your business that they will probably not bother with you at all.

The benefits of using GMB are so enormous that everyone wants to successfully register with them, and disregarding them means to doom your business to obscurity.

If you still need more motivation, here’s what you will get for creating a listing on GMB.

Ranking boost in local search.
Google Maps: a spot on the map for every address you occupy.
Local 3-pack: a place in that list with three results under Google Maps.
Knowledge Panel: the large panel with information at the top right side of Google’s first page.
The only potential downside to GMB is the sheer amount of information it displays for you – it can be easy to get lost.

But this sort of problem is easily solved with SEO tools, particularly WebCEO’s Google My Business tool. You can use it for these tasks:

Get information on how users interact with your business in search: impressions, site visits, photo views, phone calls. If you have multiple listings, the tool can display this

information for all of them at once (whereas Google My Business shows it for only one at a time). Switching between listings is also easier.
Find your local competitors (including the ones without their own websites). The tool sorts your competitors in the list based on their distance from you on Google Maps –

something even the actual Google My Business can’t do.
Manage customer reviews. You can even reply to them without leaving WebCEO’s platform.
8. Use Data from Google Analytics and Search Console

Everyone who does SEO has at least heard about Google Analytics and Google Search Console; many are even skilled at using them. And they have a lot of data that will prove useful

to a local business.

It’s no secret that Google’s services can be hard to navigate, so you should also use SEO tools that can draw Google’s data and present it in a more user-friendly way.

Local Keyword Analysis

Are you aware of every keyword your site is ranking for?

Sure, you are optimizing it for a few or a lot, but there may also be other queries that trigger your site to appear in search.

If you start using them more actively, it could be your chance to get more traffic than before.

Where to Find This Data: The Google Search Queries report is integrated with WebCEO.

It’s a good place to find new local keyword ideas since it also shows the queries’ impressions, average positions found by Google searchers globally in the past 30 days and

click-through rates.

User Interaction with Your Site

Do users click on your site in search results or do they ignore it? What about how they act once they arrive on your site?

Obviously, the more users find you and give you clicks, the more you can earn – that’s the whole point of having a website. You don’t want any problems with this part.

Where to Find This Data: Google Search Console -> Performance.

Here you can find a chart with your impressions, clicks and click-through rates.

You can get even more detailed information in the table under it – for example, checking the CTRs of your individual search results.

You will also need information on your bounce rates, which you can check in Google Analytics -> Behavior -> Site Content -> All Pages.

Local Audience Analysis

As a local business, you will want to bring in people from specific places. You will also want them to have certain interests so they will at least consider becoming your

customers.

Therefore, it would help to know how good your site is at attracting such people.

Where to Find This Data: Geo reports in WebCEO.

Traffic by Country: Check how much traffic you get from all over the world, along with bounce and conversion rates.
Traffic by City: Narrow down your traffic to an individual city.
Language of Visitors: See the languages used by your most prolific users.
Another useful report can be found in Google Analytics: Audience -> Interests -> Overview. Divide your site visitors into categories of interests and see how many of them come

from your target audience.

Audience’s Journey

How do users come to your site?

What pages do they visit?

Where do they start, where do they go next and where do they drop off?

If you can understand how users browse your site, you’ll be able to influence the course of their journey and direct them to pages where you need more visitors.

Where to Find This Data: Google Analytics -> Behavior -> Behavior Flow.

Sort user traffic by Acquisition -> Traffic type as shown on the picture below. With this, you can view the users’ journey through your site while highlighting the different

sources of traffic.

Local SEO Strategy Guide: How to Rank Where It Counts

Use of Your Site’s Search Bar

If you have a search bar, you should know what your users do with it. Their search queries will tell you a lot about what exactly they want to find on your site.

You can optimize your pages for these queries or even create new pages if the users are looking for something you don’t have yet.

Where to Find This Data: Google Analytics -> Behavior -> Site search.

9. Build Local Links

When one site places a link to another, it tells Google: “These guys have relevant content! It’s valuable to our users!”

At least that’s how it is when everyone is playing by the rules.

What do you think happens when local resources recognize your business’ site as relevant?

Your site receives a ranking boost.

Research the sites that share a niche with you – backlinks from there will be the most valuable. You can look up many examples of such sites in the Content Submission tool.

What kind of sites should you look for?

Local forums
News portals
Blogs about local events
Other businesses’ sites
Business directories
It’s also a great idea to check your local competitors’ backlinks – their linking domains could be useful to you too.

Find those domains with Competitor Backlink Spy.

Local SEO Strategy Guide: How to Rank Where It Counts

10. Use Unique NAP(U) Citations

Contact information for a business serves two purposes. It:

Allows potential customers to contact the business.
Can be treated as its unique identifier.
Why is this important?

Some businesses have either the same name or the same address as another business. In rare cases, they can have the same phone number.

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