Search engine optimization has changed in pretty much every conceivable way in the nearly 20 years I've spent in the industry.
Today's search results pages are far more dynamic with more features and functionality than ever before, and it just... keeps... changing.
One of the newest aspects or features of Google's local results for example is the introduction of a "booking button", which will enable local businesses (those looking to acquire new customers/visitors from Google Maps or Google Search) to let their customers actually book services (e.g., from a salon) online from the convenience of the search results page.
Google actually added booking buttons to some local panel results back in July 2017 but just recently opened up the feature to even more local businesses by integrating with various "scheduling partners" directly from within the Google My Business console.
Once digital marketers are logged in to their Google My Business account, they will now see a new button in the console named "sign up for bookings" next to the "accept bookings on Google" section. After that button is selected, they will be directed to a page to choose the booking provider. Google has teamed up with numerous providers including MindBody, Pike13, SalonRunner, MyTime, GenBook, Boosy, Appointy, Yocale and many others.
Once local businesses connect to these third-party accounts, they will be then able to check how well the booking integration is actually performing with Google. Google My Business will essentially show the actual bookings and how much money was made (over time and from each individual booking).
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.