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Hey Searchout, I've been seeing that too!  We get a little blue face next to the review and the words highlighted in blue.  This is great for people who write their own reviews and cheat because google is going to start showing customers real words when customers type in what they want.  I find fake reviews are always written by the same person and are variations on a theme. Have you also noticed your GMB listing dynamically serves what you do? When someone types in Root canal we come up as Smileworks 'Endodontist' and when they type in Invisalign we appear as 'Orthodontist' It's because I marked our specialists up as specialists in the schema.  I had no idea what It would do but just thought 'well hey, we have specialists so why not tell the world' and google made something of it. There's going to be more of that coming in the future i'll bet you. PS: 'm not talking about the crappy services yell and the like try to sell you when you claim your citation.  I'm talking about a Whitespark Audit.  It's different.  They understand - like really understand - the score. And they do a TON of work for a few hundred bucks. Here's my results. Not bad when you think of that uplift as a percentage of 4,000 positions. Best money I ever spent.  But I don't know why I bother sometimes.  Nobody does it. they think it's a scam or that I'm an affiliate. I don't care about their company and there's also other ones out there who do the same thing.  just that these got us a really great result so I tell everyone. - then they ignore me lol! xMSqv

Thanks Miriam, This is very helpful and makes a lot of sense. What do you think of towns and villages, or boroughs of a large city. Do you think the close proximity is dangerous territory re: keyword permutations? I take your point about unique content tailored to the people of the city - it makes a lot of sense. But what about locations that are closer to each other? I know it's a tricky question but any insight would be most welcome.

Fair enough. Sounds like you know your stuff. Honestly i'm not sure how quality score is calculated from the broad match. I get it's the potential for the match to be a quality one. As you say the more potential matches may create a lower average. So the less strict you are, the lower the average as the is more of a potential for lesser relevant phrases to match. All i know is a £1.24 click may look close to a £1.48 click but it's 16.2% on top of your cost. So if you don't have a 16.2% increase in ROI you need really think about what is being wasted. A rule that has served me well is: If most of your clicks are from quality scores of 5-7 you are pouring money down the drain, especially if these leads are rarely converting. All the best.