Did Google Search Just Get Crazy Local?

[G2W]

Hey All,

I think it's a known fact at this point that when signed into a personal Google account while doing a search, the results are very oriented around keywords and phrases you have already searched for, as well as your account's perceived location; for instance when I wanted to check one of my own web properties in SE listings I would sign out or it would likely appear first as a false reading.

Today I noticed something very interesting: even when not signed in, Google's listings were giving precedence to locality. It was to a very extreme degree, as in when searching for "web design," a firm a mile away ranked higher than one 1.5 miles away and such.

It would seem that the algos having this high a level of  location sensitivity and preference would actually be a boon for the little guys, which is, I assume why it was implemented. However, it brings up a couple of interesting questions for me.

1. How is this going to affect Moz (or any SE ranking platform, for that matter) reports? I assume that Google pulls locations from IP Addresses, therefore would it not simply pull the local results most relevant for the Moz server(s) IP?

2. What can one do to rise above this aggressive level of location based search? I mean, my site (which has a DA of 37 and a PA of 48) appears above sites like webdesign.org (DA of 82, PA of 85). Not that I'm complaining at the moment, but I could see this being a fairly big deal for larger firms looking to rank on a national level.

What gives? I'd love to get some opinions from the community here if anyone else has noticed this...

[G2W]

You can of course change your location from the auto detected one to whatever you wish using search tools, but I doubt most would do that.

[Marcus_Miller]

Hey David

I am seeing similar things in the UK and in most industries localisation has really been turned up in the last 12 months (and seemingly even more since penguin 2.0 / 4.0).

In most cases it seems this is a good thing and searching for the kind of business that would generally have a local intent returns local results. We also now see a 7 pack of local results directly after the PPC for a wide range of queries and business categories.

Now, if we search for the obvious ones: accountant, lawyer, builder etc it is almost always localised. No need for a city or town either as it uses the assumed location.

I think this is interesting in a number of ways

• click to call from mobile meaning folks don't even need to visit the website
• organic #1 is now really #11 at best for many highly commercial terms
• even organic listings seem much more influenced by localisation

I tend to think that this will train people to search like this more and more and for many commercial terms traditional SEO will lose a lot of value. Obviously, search still has tons of opportunities for organic and content marketing but if this helps small local businesses get found more easily and further halts the tiresome tactics that have tainted this industry then it's all good in my mind.

We are having some great success with small companies with Local SEO, localised organic and region specific PPC campaigns and it's always nice to help the little man get found over the big national brand.

Marcus

[LindaBuquet]

Hey David, sounds like you are seeing a shift that's different than what you normally see? I'm curious if you are seeing an algo change and would like to explore further.

Google does not normally show local 'pinned' results that show in a 7 pack for web design type keywords. Yet you are talking how close one listing is over another so it sounds like maybe you are seeing a pack?

Could you share the exact search term you are using and whether you are seeing and talking about pure organic or 7 pack?

[G2W]

To clarify; I am talking about pure organic results, not a 7-pack (formerly 10-pack?). Take a look at the attached image to verify if you'd like.

As I said, you can change the target location using the Search Tools function, however I can't see that many people knowing to do this and the query automatically detects your location by default.

web-design-query.png

[Marcus_Miller]

Hey David

We don't tend to see a 7 pack for web design companies in the UK but we are seeing more and more localisation even in the standard organic results. A search for 'web design' shows local companies and is not a million miles away from a search for 'web design Birmingham' which is where I am based.

Same as my initial response though, I see this being primarily a good thing and most people searching for 'web design' or even one of the more traditional business categories will likely be looking for a local company and Google would want to best match the results to the intent of the search query and in this case, I think they are doing a pretty good job.

So, whether that is more localised organic results or more blending of 1 packs, 3 packs and 7 packs in amongst organic results (which are themselves seemingly more localised) this is a good thing that helps users and levels the playing field.

Hope that helps

Marcus

[G2W]

Marcus,

I totally agree that this is a good thing and can't deny it's pretty helpful for us. I think in general it's pretty cool to see a tech giant taking major strides toward helping small businesses compete and building local community networks up. Kind of refreshing actually...

If you take a look at the following, it actually appears that you cannot turn location based search off now; just widen the geographical area.

https://support.google.com/websearch/answer/179386?hl=en

[G2W]

With regards to question number one in my initial post, I can only assume that Moz and other ranking platforms will in fact broaden the local search radius to a national level by default.

That again raises the question of what to do if you or an entity you represent wish to rank internationally...

[Marcus_Miller]

Hey, I don't think that has changed much really. Just now you will be competing not only against other national players but against local companies as well.

Open your Yellow Pages book (yeah, we have one, it's kind of thin nowadays though) and you see adverts for brands in the local search and local companies - search seems to be edging ever closer to this.

Oh, and there is always PPC - I don't see Google dropping that any time soon.

I think we are entering a time where a well rounded out digital marketing plan includes local, national, social, content and paid search adverts in search and across display networks. We also have all the other aspects here including lead generation, re-targeting and the like that really help round things out.

It's good that someone can't just buy links and rely on Google - people have to market properly and that is why this industry is just so much fun.

[G2W]

Well said, Marcus.

[LindaBuquet]

David, assumed you were talking organic but then you said:  "Google's listings were giving precedence to locality. It was to a very extreme degree, as in when searching for "web design," a firm a mile away ranked higher than one 1.5 miles away and such."

Since you mentioned distance thought then that maybe you were looking at a map result, so I wanted to clarify and make sure you were not seeing something new. But I guess since you know the area you just know where others in your market are located.

BTW on a semi related note, I just announced the new Local Carousel display was officially launched. Pretty exciting! (Related talking about Google Local algo and display changes at least.)

[G2W]

Local Carousel is pretty cool, Linda. I did not know it had launched yet!

I assume they finally switched over a proprietary rating system and it's not Zagat based any more (I can only get the carousel to come up for restaurants)?

[LindaBuquet]

Just announced this AM. If you read my post previously, read again. I just added a Q & A from Googler Jade.

I just got the carousel to come up myself now. Does not work for me on Chrome but does on FF oddly. So I'm off to explore and see what I can figure out.

[G2W]

I was just looking at it on Chrome for the sample term "italian restaurant". It also works in Firefox for me. Are you running a Mac? I'm on one of our office PCs right now.

[LindaBuquet]

I'm on PC but only shows for me on FF not Chrome yet.

[MiriamEllis]

Great discussion going on here! David, I will ask our help staff to look at your question #1.

[G2W]

Thanks, Miriam!

[DavidLee]

Hi David,

To answer your first question what you are seeing does not affect Moz at all as we use multiple IPs to avoid bias. In OpenSiteExplorer links are not affected by locality.

Check out the FAQ we have for Universal Rankings at the bottom of this link: http://moz.com/help/pro/rankings

Hope that helps!

[G2W]

Thanks David. Very helpful info.