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Google said in September 2018 that neural matching impacts about 30 percent of all queries. We asked Google if that has increased, but have not received an update.What is RankBrain? Isn’t it similar? Google told us in 2016 that RankBrain (see our RankBrain FAQ) is also an AI, machine learning-based system that helps Google understand queries.Google said a good way to think about RankBrain is as an AI-based system it began using in 2016 primarily to understand how words are related to concepts.So what’s the difference between Neural matching and RankBrain? Google put it this way:RankBrain helps Google better relate pages to concepts.Neural matching helps Google better relate words to searches

Why it matters. The truth is, there isn’t much a search marketer can do to better optimize for RankBrain, as we said in 2016. The same seems to apply for neural matching, there doesn’t seem like you can do anything special to do better here. This is more about Google understanding queries and content on a page better than it currently does right now.That said, it seems to indicate that search marketers need to worry a bit less about making sure specific keywords are on their pages because Google is getting smarter at figuring out the words you use naturally on your pages and matching them to queries.We asked Google if it has additional recommendations around neural matching and RankBrain and were told its advice has not changed: Simply “create useful, high quality content.”

Google’s neural matching versus RankBrain: How Google uses each in searchNeural matching helps Google better relate words to searches, while RankBrain helps Google better relate pages to concepts.

Source: Gartner’s 2019-2020 CMO Spend Survey

State of the Local SEO Industry 2020 survey found that, out of all factors, GMB elements (which include categories) have the greatest impact on local pack rankings.

take your list of keywords and enter them into your choice of free or paid keyword research tools to discover which terms have the highest potential search volume.

Finally, refine your list down to a smaller set of terms that combine the highest search volume with being most relevant and important for your company. In most cases, this is the list you’ll move ahead with, although there are some cases in which you would choose to target lower volume search phrases because they are either a) less competitive, or b) a more exact description of what your business is.

the real value of the badge is the access it provides to Local Services Ads (LSA). This is Google’s local trust pack. It is a cost-per-call advertising inventory unit that acts unlike anything we have ever encountered as marketers.

Badges are earned within two distinct programs – Google Guaranteed and Google Screened.

This year, Google solidified the growth intentions behind its newly minted trust layer, with the launch of Google Screened for Professional Services providers. This program is for lawyers, financial planners, real estate agents, photographers, event planners, and tax specialists.

allows anyone logged into a Google account to thumbs-up any review they like

Google doesn’t prevent anyone from hitting the button, including owners of the business being reviewed.

60 percent of the brands had earned at least one like somewhere in their review corpus.

Partner with micro influencers in your community like your dog groomer.

Sell the real lifestyle, not the whitewashed version.

I’m not saying every site should nuke or replace their long descriptions and I’ll cover the various nuances in this post. But, I do think every site owner should review their category page content, understand what real users want to see, provide the best experience possible

removing 30% of the description content from the original implementation clearly didn’t hurt those pages long-term. Actually, the description content was better for users with more relevant information.

the site’s search visibility surge with the July 2021 core update. So, clearly those new, shorter category descriptions aren’t hurting the site or rankings for those pages.