Is it a Google ranking factor?

similar one third There is local intent in all Google searches — that is, the searcher is looking for something nearby or in a specific area.

Usually (but now always) when Google determines there is local intent, it shows top local results in a map package at the top of search results.

Businesses can also appear in organic search results for queries with local intent.

How physically close is the searcher to the business impact ranking? let’s see.

Statement: Physical proximity to searchers is a ranking factor

The idea here is that the physical location of a business and the distance between searchers are key ranking factors in local searches.

Evidence of physical proximity as a ranking factor

Distance from searcher to business location drops from #1 to #3 in Moz’s industry Survey-Based Checklist 2020 Local Search Ranking Factors.

However, this is not just a common belief among SEO professionals.

Google tell us completely Proximity is one of the top three factors that determine local search rankings:

“Local results are primarily based on relevance, distance, and significance. The combination of these factors helps us find the best matches for your search.

“Distance takes into account the distance of each potential search result from the location term used in the search. If the user did not specify a location in the search, we will calculate the distance based on what we know about their location.”

If someone is wandering the streets of Medellin, Colombia, looking for a pizza, why does Google show them a list of pizza places in Toronto, Canada?

The big question for local SEO professionals and business owners is, how do you make your location clear to Google to ensure you appear in relevant search results?

The specific methods are as follows:

• Ensure citations (local listings) are accurate And your business appears where people search for local products, services, and more.
• claim and verify Your Google My Business listings.
• Get your Google Maps API key and Optimize for places and routes Provide searchers with a more immersive, richer experience.
• for Service area enterprises, Make sure your profile is set up correctly Therefore, you will not violate Google’s guidelines for properly representing your business.

Demonstrate proximity without physical proximity

In addition to this, you can help Google understand the context of your location for relevant local queries and improve the experience of potential customers through content optimization.

For example, Google might know the map pin for your location and know that your location is at the intersection of First Ave and Lyon St S in Ottawa.

Google knows this community is called The Glebe, so you’re already optimizing your search, like [restaurants in the glebe] and [dinner nearby] If searchers are near your physical location due to having a verified GMB profile and accurate citations.

But – to borrow some sports examples – so what? [dinner before the Jay’s game]?

or how [senators game dinner]?

I’m far from the city where these two teams are playing, and the query doesn’t have enough local intents to draw MapPack.

But maybe I’m going there tomorrow.

So who will help me find dinner?

The first restaurant I found in the top 10 organic Google results for the Senators example wasn’t even a website or a local listing; it was a Facebook post:

screenshot from search [senators game dinner]Google, February 2022

It’s wise to talk about what’s going on locally in your blog posts, GMB posts, social media, and more.

Here’s another example showing the need for proximity to the searcher, when you may not be closest to the searcher when you query, but you are actually close to the need:

screenshot from search [panthers game and dinner]Google, February 2022

Even though I’m currently 1,550 miles away, the restaurant OSSO is using video to appear in the zero search results for this locally relevant query.

If you want to appear in front of searchers who are planning but not yet nearby, create local content.

Physical Distance from Searchers: Our Verdict

Yes, Google uses proximity/distance as a search ranking signal.

It’s important that you don’t simply leave it up to Google to show your business only when searchers explicitly use location terms or Google can know where they are.

Mention local organizations, sports teams, communities, or events in your content so Google has more ways to tell when you’re close to a searcher’s needs.

think about your customer role and the problems you can solve for different types of people.

Make sure you incorporate local information into your content where it makes sense so Google can tell you to satisfy any local intent.

Featured image: Robin Biong/Search Engine Magazine