So shall we talk about this Taylor Swift thing?

I know what you’re thinking, Tom; not another email or post I have to read about Taylor Swift and her trip to Australia. But hear me out. I’m intrigued. Not only by the wild fans but also by the way Sydney businesses have been able to use SEO to gain traction.

Whether you are a Taylor Swift fan or not. You’d at least agree with me that the last week has been wild watching it go by. But there’s one item I want to focus on: How did Taylor go to Sydney Zoo, a 35-minute drive from her hotel, and not Taronga Zoo, a 16-minute drive from her hotel?

SEO.

I assume Taylor woke up one morning and wanted to do something fun. Zoos are fun. (I take my daughter multiple times monthly to see giraffes; they amaze us every time.) So she wakes up, jumps on Google Maps and searches Zoo. Look what comes up…

Note: I’m searching from the office, 5km away from their hotel, so search results would have been the same

So how did Sydney Zoo outrank Taronga Zoo in Google Maps Search?

Well, there are a few factors to consider…

Firstly, let's talk about local SEO and its importance. Local SEO is a strategy that helps businesses be more visible in local search results on Google. Any company that has a physical location or serves a geographic area can benefit from local SEO. This is crucial for companies like zoos, restaurants, shops, and more, as it helps locals and tourists find them easily.

Google My Business (GMB) Optimization: One of the primary factors that could have led Sydney Zoo to outrank Taronga Zoo is optimising its Google My Business listing. This includes having a complete and accurate business profile with up-to-date information, high-quality photos, and regular posts or updates. Reviews also play a significant role. A higher number of positive reviews can improve a business's visibility on Google Maps.

Keyword Relevance: Using relevant keywords in the business's name, description, and customer reviews can also impact search rankings. Sydney Zoo may have strategically used keywords like "zoo," "wildlife," and "Sydney" more effectively in their GMB listing and on their website, which helped them appear more relevant to Taylor's search.

Website Optimization: The Zoo's website is crucial in local SEO. A well-optimized website with local keywords, fast loading times, and mobile optimization can significantly affect Google Maps rankings. If Sydney Zoo's website is better optimized for these factors than Taronga Zoo's, it could explain the difference in search visibility.

Local Links and Citations: Local links from reputable websites and citations in local directories can boost a business's visibility in local search results. Sydney Zoo might have a more robust local link profile and more citations, which can signal to Google that it's a more relevant or popular choice for users searching for zoos in Sydney.

Social Media Presence: An active social media presence can influence local SEO. Engaging with visitors, posting regular updates, and using local hashtags can increase a business's online visibility and, indirectly, its search rankings on Google Maps.

User Behavior: Google also considers user behaviour signals, such as click-through rates, direction requests, and check-ins. If more people click on Sydney Zoo's listing, ask for directions, or check in there, it could boost its ranking over Taronga Zoo.

Action Points for you and your Business

1. Optimize for Local SEO: If you were to Google your Business right now, do it. Would you appear for searches you think you should be #1 for? Ensure your business is visible in local searches.

2. Leverage Keywords: That keyword you just searched. Do you even talk about it on your website? Use relevant, high-traffic keywords in your content.

3. Enhance Online Reviews: Whether local or global business, getting customer reviews is critical to showing Google you’re authoritative. Encourage satisfied customers to leave positive reviews.

4. Mobile Optimization: 80% of visitors to your website are coming through Mobile. Make sure your site is mobile-friendly for users on the go.

Did this make sense? If you need any help along the way, contact me at [email protected], and I’d be more than happy to share more knowledge of how I can help you. Have a fantastic week readers!