New Year, New Approach
Pedicure Your Digital Footprint in 2026
Big Pond Digital
For local businesses, standing out online is as hard as it’s ever been – and getting tougher. At Big Pond, a question that is central to all of our work for clients is: “How do we get them to stand out online amongst local competitors?”
In 2026, the answer to this is fundamentally different than a decade ago in 2016, or even 2025 to be honest. Things are evolving so quickly with Artificial Intelligence (AI) and its integration into every facet of the online experience. 10 years ago, it may have been sufficient to just have a website. But now, you need to consider your company, regardless of how small it is, as something to be personified across the internet, in all the right places. The more clear-cut you make your brand and what it does, the more chance that Google and AI tools will understand who you are. That should be your north star for online success this year.
The AI Search Shift
Google’s AI Overviews now appear for millions of queries without even being requested by users. ChatGPT is increasingly used as a search engine. Perplexity is gaining usership fast. People ask Alexa and Siri for recommendations, while they do the dishes, instead of trawling through traditional results. For you to even be considered in all these types of answers, AI systems need to understand your business as an entity: a real, active business with clear and verified attributes. When someone asks “Who’s the best plumber in Ayrshire?”, these tools recommend businesses with strong, structured information that they can confidently verify.
Quick Wins for 2026
Here are multiple things you can do to improve your online presence:
Optimise Your Google My Business Profile
Verifying and maintaining your Google Business Profile is one of the most powerful local entity signals. Update it with a complete business description, service categories, 5-10 high-quality photos, and encourage 5-star reviews on it. Respond to the reviews to show you’re active.
Tip: Share any social media posts from your other platforms on this profile, connecting up your digital footprint.
Audit Your ‘NAP’ Consistency
‘What’s NAP?’ I hear you ask.Your Name, Address, and Phone number (NAP) should be exactly the same across your website, Google My Business Profile, socials, and any directories or other listings. Even small inconsistencies like “Street” vs “St.” can confuse AI systems, so fix any discrepancies. Although this takes time, having consistency everywhere will have the most impact.
Update All Social Media Profiles
Review your Facebook, Instagram, and other social profiles. Ensure your business name, address, phone, URL, and description match exactly what’s on your site and Google Business Profile.
Tip: Tools like Loomly.com can automate social media posting, so staying active across all platforms is simpler than ever. Pick one day each month for scheduling weekly posts and add additional content in the mix whenever inspiration hits.
Add Schema Markup
If you don’t have Schema.org markup yet, start with LocalBusiness schema, including your NAP, opening hours, service area, services offered, and social profile links. Use Google’s Schema Markup Generator or WordPress plugins like Rank Math or Yoast to add it to your site.
Start Monthly Press Updates
Publish a short press-style update, like: a new service, completed project, new hire, or company milestone. Post on your website first, then republish on Medium.com or LinkedIn or Substack. Share it on your socials and make a condensed Google Business Profile post – hit all the trusted touchpoints.
E-E-A-T in the AI Era
Communicating your Experience, Expertise, Authoritativeness, and Trust (EEAT) matters more than ever. AI tools evaluate whether you’re a real and trustworthy business to recommend based on these factors. How to achieve:
Experience: Post real case studies.
Expertise: Have clear & informative service explanations.
Authoritativeness: Garner reviews and brand mentions.
Trust: Have transparent information everywhere, like your consistent NAP details.
