Google is the 2000 lb. Gorilla of digital marketing. Getting Google to “do what you want” is the sine qua non (Google it!) of marketing, advertising, and PR.
In times of economic (pandemic) downturn, many businesses are searching for ways to keep costs in check. When this happens, first budget item to be cut tends to be the marketing spend. We would argue that it may make sense to cut out some of your traditional marketing deliverables, but not digital marketing.
To target audiences that are close to the location of your business, you need a local marketing strategy. A business looking to use local influencers and regional assets to attract customers in local neighborhoods, would benefit from a fine-tuned local marketing plan.
Google uses machine learning technology to try and give searchers the best results to their queries. It's designed to better understand the searcher's intent instead of the exact phrasing they entered in their query.
So, what can marketers do differently to make sure they are served as the answer to the query?