Search has moved beyond ten blue links

Search behaviour has shifted. South Africans now discover businesses on Google Maps and Apple Maps, inside Facebook and Instagram, in TikTok’s search bar, through WhatsApp shares and via voice assistants. Old techniques like keyword stuffing and cheap backlinks no longer move the needle. The systems reward proximity, relevance and credibility.

Proximity matters because most service searches carry local intent. Relevance is about clear services, categories and content that answer real questions. Credibility is signalled by accurate listings, fresh reviews, authentic photos and fast responses.

Treat search as an ecosystem. Keep your name, address and phone identical across your website, Google Business Profile and Facebook Page. Make the site fast and mobile-first. Publish short answers to common questions in plain English. Enable a WhatsApp click-to-chat so people can reach you instantly. Do this and you’ll show up wherever people are actually looking.

What to do next: check your NAP across profiles, replace blurry photos with current shots, write answers to the three questions you’re asked most, and add a WhatsApp button to your header and Google Business Profile.