In its ever increasing attempt to show the most relevant search results, Google has started showing local search listings – a map and business listings – even when generic terms are searched for without a location specified. For instance, I searched for “restaurant”.
As you can see, the results have returned the “10-pack” of local search results relevant to the term restaurant in my local area, which appears to be based on my IP address. Having not indicated a location, Google is assuming that my search has local intent. If you were to carry out the same search, Google would return results most relevant to your location.
What does this mean?
Opportunity for small and local businesses
Whereas in the past it was advisable for small and local businesses not to concentrate on ranking for generic terms because the competition would put them out of their reach, now these companies can gain exposure for these terms that were once out of their reach.
Change in search behaviour
Searchers are increasingly using long-tail phrases to find what it is they are looking for. However, with generic terms returning local results, this could signal a return to one or two word search queries.
Choice of ISP is crucial
For the time being, results are based on a searchers IP address so it is important to think about who your ISP is. For instance, if two searchers are located in the same city but use ISP’s pointing to different locations, the local search results may completely differ. However, this targeting system will eventually be replaced with GPS systems in your browser.
Need for Google Maps listing
With increased exposure of Google Maps it is clear that more search traffic will be encouraged to go through to the local business listings. This indicates the need for a local business listing in order to stay competitive in your local area and quickly move higher up the search ranking
May 15th, 2009 at 9:33 am
Interesting post!
I had noticed that every time that i searched for a service a list of local options came up, didn’t really think much of it though if i’m honest. Like you have said, this could be really useful for small businesses whose keywords would usually produce thousands of links.
May 15th, 2009 at 10:33 am
Good point Danielle and welcome to the team. Thanks Tom for the article I have been running some tests to confirm the usefullness to potential clients. regards Dape
June 1st, 2009 at 9:23 am
Search trends show that whilst Google are continually striving to give people the most suitable search results for their query, users themselves are using more longtail search phrases to improve their own accuracy of the current system. The future, I think, will be a continuum of both as opposed to one or the other.
The ISP, as you mentioned, will certainly gain importance for pin-pointing the users estimated location though.