Apparently now OK to use PO boxes to optimize local search?
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I've always stood behind what I thought was Google's policy of not recognizing PO boxes. But it seems like all you have to do now is create one and take 2 seconds to create a low-quality G+ page.
The below link is to a screenshot that shows my guy (yay new, high quality site with growing, relevant, authoritative content!) just out of the local results. He's not technically in Athens, so we knew it was an uphill battle. What's annoying though is the low-quality G+ PO box result above him.
https://www.diigo.com/item/image/4bxh7/yi1x
I know the PO Box result is not great in a vacuum in terms of conversion, but fact is if it's just phone numbers you're after they're at a distinct advantage, with no effort.
For my client, we've indicated in G+ that he has a service area that extends into Athens. If Google is now favoring G+ results, I'm wondering if my guy should get a PO box instead?
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Hi Perfect Pitch Concepts,
Google's rules have not changed regarding P.O. boxes (see: https://support.google.com/places/answer/107528?hl=en). Google states:
Do not create a listing or place your pin marker at a location where the business does not physically exist. P.O. Boxes are not considered accurate physical locations.Your business location should be staffed during its stated hours.
What you are seeing in the screenshot you've attached does not reflect a change in Google's rules, but a failure on Google's part to uphold their own rules. The P.O. box listing you've referenced is in violation of the guidelines and will likely eventually be taken down by Google, but this could happen tomorrow, next month or two years from now. It is not uncommon to find spam like this is the local SERPs, unfortunately, but it is definitely not a good idea for any Local SEO to advise any client to violate Google's guidelines. We have to teach clients how to succeed while adhering to the guidelines. Feel free to use the 'report a problem' link on the competitor's listing to report the P.O. Box as spam.
As you know, in most cases, Google deems a business as most relevant to its city of location. Because of this, if your client is not located in Athens, he is unlikely to appear in the local pack of results for searches stemming from Athens-based devices or containing the term 'Athens'. There are some exceptions to this, but they typically involve geographic regions or niche industries about which Google has less information and in which there is a low level of competition. A roofer outside a major city is unlikely to appear in the pack for those major city terms, regardless of what type of service radius he sets on his local listing. It looks like you are achieving high organic results for the client for a term that is important to him, and this is typically the best you can do for any SAB who lacks a physical location in a service city.
I totally understand how frustrating it can be to see spam in the local results. In some ways, Google has made major improvements in this area, but, as you can see, there is still a lot of junk getting through their filters. A Local SEO can set himself the task of using all available allowed method for his clients with the confidence that they will ultimately stand the test of time, whereas spammers' listings have a definite shelf life and may expire at any time. Hope this helps!
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Agree with Miriam! Google did not change its rules on P.O. Boxes, they are not okay for Google Places, despite some results still showing up here and there.
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Great response. Stick with the legit tactics and the cream will rise to the top eventually.
