One of Google’s priorities in recent years has been understanding the intent behind the local marketing. Search engines understand that email database searches made at certain locations require contextual results, offering practical and objective information as opposed to the list of links traditional SERPs provide. For these searches, Google created local search algorithms to prioritize results in the region the user is located or included in the search.
Similar to featured snippets, the search engine offers information from Google My Business directly in the search results in such a way that users don’t need to access the brand’s site. Based on this, optimization for businesses with a physical location — known as local SEO — has a few specific details that require attention. What does this mean for your optimization strategy? Find out below! Local keywords To display local results,
Google attempts to understand the user’s local search intention. In the case of searches for or similar terms, Google takes into consideration the user’s location when the search was made and offers businesses in the area. But if the user searches the SERP will display results for the region in the search, regardless of the user’s location. This is useful for individuals planning trips, for example. So keyword research for a local SEO strategy should consider these variations of search intention, not simply those with your city.