The SEO Juice: Social Signals, Keyword Shifts, Google’s New Data Sources

Danielle Kudis

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Summary

Grab your glass – it’s time for another cup of The SEO Juice! This month, we explored the power of linking social media to your Google Business Profile (GBP), decoded keyword shifts using Google’s latest insights, and examined how Google’s “About This Place” feature is pulling data from unexpected sources.

Let’s break it all down so you can keep your SEO strategy fresh and ahead of the curve. 🍊

Industry Updates: Fresh Squeezed Insights

A recent SOCi study confirmed that adding social media links to your Google Business Profile does more than just make your profile look polished – it can actually improve local search visibility and engagement. Google is paying attention to these social signals, and linking your profiles helps Google understand your business better.

What to Do: Add and maintain active links to your local social media accounts. If you don’t have local pages, link to your brand’s main profile to maximize visibility.

Branded vs. Non-Branded Searches – Search Behavior Is Changing

Google’s keyword insights are revealing a clear shift – branded searches are declining while non-branded searches are on the rise. Younger audiences, especially Gen Z, are more willing to explore new brands, making it essential for businesses to optimize for broad, non-branded search terms.

What to Do: Audit your keyword strategy to ensure you’re capturing non-branded traffic. Monitor keyword insights monthly to stay on top of these shifting trends.

“About This Place” Pulls Data From New Sources

Google’s “About This Place” feature has been expanding, pulling in data from forums like Reddit, review platforms like Yelp and Tripadvisor, and even niche industry sites. This change reinforces the importance of maintaining a positive reputation across third-party platforms.

What to Do: Keep an eye on your presence across these platforms. Encourage customers to leave reviews and engage in relevant online communities to build positive signals that Google can surface.

Maximize Your Local SEO Strategy with These Updates

Menus Matter – Make Sure Your Links Are Correct

Google has updated its guidelines on menu links, emphasizing that menu URLs should direct users to a page listing menu items, not third-party ordering or delivery platforms. A clean, clear menu URL improves user experience and can positively impact your search performance.

👉 Pro Tip: Double-check your GBP to ensure your menu link points directly to your menu, not a third-party site.

Adding social media links to your GBP isn’t just for show. Early tests show that profiles with active, linked social accounts see increased visibility and engagement. Plus, posts from these social channels are now being highlighted in the “Nearby Offers & Events” carousel — a golden opportunity to get discovered.

👉 Pro Tip: Link your social media profiles ASAP and keep your content fresh to maximize this SEO boost.

Diagnose Performance Drops with Keyword Insights

Seeing fewer impressions? It’s not always an SEO problem. Google’s keyword insights can help diagnose performance shifts by revealing changes in branded vs. non-branded traffic. Many brands are seeing a decline in branded impressions but an increase in non-branded searches, which requires a different optimization approach.

👉 Pro Tip: Regularly review keyword insights and adjust your strategy to capture more non-branded search traffic.

Caught in the Wild: Fun New Features

Here’s what we’ve spotted this month:

Google’s “Learn Before You Go” Feature

Google is surfacing FAQs and key business information in search results. This gives users a preview of what to expect before visiting.

Immersive View Gets Weird

Google’s new immersive view feature for Maps is trying to create 3D renderings, but the results are… unsettling. Think bad Sims graphics but for real-world places.