AN EXPLORATORY STUDY OF RANKING VARIABILITY

Summary from the TLDR Marketing newsletter

Search result variability increased for non-branded and location-based keywords after Google's March 2024 Core Update. Certain industries, like legal services and restaurants, show more regional competition in search rankings, while national brands like Yelp and Liberty Mutual see fluctuating performance across states. Localized SEO strategies, such as using geographic modifiers in meta tags, are key for both national and regional brands. SEOs must adjust strategies based on industry, leveraging regional content to rank competitively in specific locations.