Is it important to have a geo modifier for local SEO link building?

[dignan99]

If anyone here is familiar with local SEO, you may have noticed that there are different local results for:

"city + Keyword" and just the "keyword".

When building links will you end up targeting both with a geo modifier in the link, or is it beneficial to build links without the geo modifer for the keyword?

[stevenheron]

It depends on the keyword you want to target. Check the local search volume in the Google Keyword Tool, and target that term. Make sure the site is set in Webmaster tools to be targeted locally. It is no different from any other keyword.

[AlanBleiweiss]

Including geo modifiers is always a good idea if it's a brick-and-mortar business that wants to ensure reaching the local and semi-local market online.  It does not prevent reaching other prospective customers in a significant way if done properly.

Be aware that some local terms don't show as having any traffic in the Google system.  This does NOT mean they're not searched, just that keyword suggestion tools are known to not be very helpful for local specific except for major geographic areas.

And given that, also consider including some next-larger geographic area phrases.  Here in my area, local could be "keyword + Sausalito" (the town) or "keyword + Marin" (the county), or "keyword + bay area" (the region) or "keyword + North Bay" (a slice of the region).

In some cases none of these show in keyword tools, in other cases, some do, and in some cases they all do.

Another factor to consider from this regard is the specific business.  If it's an overnight multi-day pet-sitting service (for vacationers), their customers might be willing to drive a bit more for better service.  If it's a car detailing service, not so much.

[dignan99]

I was under the assumption that it made no difference if the site was set for local under webmaster tools or not, and Google would figure it out.

Is this actually of benefit in local search?

As far as the local search volume goes, I am unsure how that matters, since their are two sets of results with and without the geo modifier.  So how can backlinking influence the one without the geo modifier?

[dignan99]

While most people currently search with the geo modifier, my belief is that many will no longer use this modifier in the future as they become comfortable with the understanding that searches know where they are located automatically.

I think it is important to be ahead of the curve and work on terms that may not be readily searched for, and that includes simply typing in the "keyword" only into google and looking at the local results.

For that reason I would love to know if backlinking for the "keyword" only will have an effect without the geomodifier to influence the local results.

[AlanBleiweiss]

Forward thinking is critical to sustainable SEO.  However I partially disagree - some geo search will always exist.  As in my examples of "bay area" relatd phrases. The "bay area" I live within is hundreds of square miles.  there's no way humanly possible leaving that "bay area" out of the query will ever get me info on companies 40 or 50 miles away.

[SEMPassion]

I like you critical thinking Alan.  Too many times people react without thinking through the consequences of those actions.

Don't forget about the geo searches for people who are not in your area but are looking for information on it.  I am in Florida but will be doing searches to find out what is going on in Seattle during MOZcon at the end of July.  That includes car rental, restaurant, tourist traps (my wife is coming too), maybe even your overnight multi-day pet-sitting service if we bring the dogs as well are heading to Maui for a week to absorb everything the experts can teach me.

By the way. What is that place in Seattle that sells utility kilts?  Think I will Google it.

[dignan99]

Utilikilts.com

[dignan99]

I agree with you Alan in respect to the need for geo modifiers.  I was just thinking of my own individual brick and mortar business.  Making me extremely selfish in my questioning.

Do you see any value in linkbuilding for a local brick and mortar business without the geo modifier in the anchor text?

[AlanBleiweiss]

Glad you're willing to Google it Chris.  I've no idea where to buy utility kilts And you bring up a very important concept - out of town searchers.  There are millions (billions?) of people who travel - for vacation, business, permanent relocation...

[AlanBleiweiss]

Absolutely.  In my presentation at SMX Advanced this week, I touched on the critical need for inbound links to have a healthy variety of anchor text, as that is the only way to emulate natural links.

Brand variations
domain name
high level keyword phrases
mid level keyword phrases
long tail phrases
generic text

These should all be part of the mix, over time. And this would include, for local sites, anchors with and without various forms of geo.

[dignan99]

Thank you for clarifying and sharing your knowledge.  I think it is easy to get stuck in a link building rut with little variance when working on local, so this will very much help.