When it comes to Google algorithm updates, even the most amateur SEO is familiar with Panda and Penguin. Search engine optimization strategies have traditionally focused on link building and quality content, but small business owners should know that these are just pieces of the larger SEO puzzle. Big pieces, yes, but by now everyone should also be focusing on Pigeon and its effects on local SEO. Here’s a quick refresher of things that are going to boost the effectiveness of local SEO for your business.

1. A Consistent NAP
One of the most important things to keep in mind when it comes to local SEO is the consistency of your business’s NAP — or name, address, and phone number. Pretty much all local SEO experts are going to emphasize this. Remember that Google looks to give their users the most accurate information, and if yours is inconsistent your business isn’t going to be favored or rank highly in the results page. It’s worth taking time to make sure that your business’s information is as consistent as possible across all listings and directory pages. It’s time consuming but worth it.

2. Funnel Users to Review Sites
According to Pew Internet Research, over half of people have researched a product or a service online — 58% of them. This number is probably growing all of the time, and when people do research about a product, they’re usually looking for at least some reviews. This is where sites like Yelp come in, which you should harness for your own local SEO purposes. Ask your customers to leave reviews. Google likes to show users Yelp. Embrace it.

3. Diverse Media
When it comes to search, it’s not just text that Google looks at. These days more of the web is visual-centric — this is what users want. People like listening and seeing rather than reading, so making sure that your website features a wealth of different media is going to help your local SEO. Finally learn how to upload videos to YouTube and get to posting.

The point is, local SEO is where it’s at right now, and if you’re not adjusting your tactics as with any other algorithm update, Pigeon could tank your rankings. Though more than half of local searches are done on mobile devices, optimizing for mobile isn’t enough. Local mobile ad spending is going to skyrocket to $18 billion by next year, but ads aren’t enough. You need to make sure that you’re at least paying attention to these three things to be keeping up.

Is your business taking advantage of all of these local SEO strategies? Feel free to share with us in the comments section below.