Thanks Thanks:  0
Likes Likes:  0
Results 1 to 5 of 5
  1. #1
    Member Since
    Jun 2013
    Location
    Tampa, FL
    Posts
    45
    Thanks (Received)
    0
    Likes (Received)
    0

    How do Searchers Use Location or Geo-Modifiers (e.g. Zip or City)

    Hey everyone,

    I've been lurking for a few months absorbing as much as I can.

    Anyway, I find myself using zip when I search and have for many years and not even sure why. Now that I'm in the business of search, I'm curious what the majority of users do. Thankfully I'm not the only one as apparently Myles Anderson from BrightLocal put together this article on SEL:

    How Users Search For Local Businesses + 5 Tips To Optimize Local Listings

    However, this is 2 years old and the comments are closed. Is anyone aware of an update to this study? And is using a mix of zip AND city still the best practice?

    Thanks,
    Tony

  2. #2
    Member Since
    Nov 2012
    Location
    Washington, DC metro region
    Posts
    279
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: How do Searchers Use Location or Geo-Modifiers (e.g. Zip or City)

    I recall that research though hadn't looked at it or thought about it for a long time.

    So many different verticals, so many different environments, cities, regions, suburbs, very rural, very dense suburbs with lots of small towns, county names, popularly used geo terms, zips, street names, neighborhoods, etc.

    Nothing beats having the data for a business and on top of that running adwords ppc with enough phrases so you get a good sense for your own business and the competitors.

    Its very varied. we have local smbs and smbs that are regional in nature.

    the locals get local geo terms. the regionals get state names on top of city, town etc.

    Its very varied in my experience. Research is nice but you have to get a feel for a real business and vertical.

  3. #3
    Member Since
    Jun 2012
    Location
    SoCal
    Posts
    17,018
    Thanks (Received)
    36
    Likes (Received)
    41

    Re: How do Searchers Use Location or Geo-Modifiers (e.g. Zip or City)

    Is Our Content HELPFUL? Please pay the community back by sharing!

    LocalSearchForumLinda Buquet .:. Google Local Specialist

    Consulting, Troubleshooting & White Label Services for SEOs & Agencies

    Don't Miss Important News & Tips! SUBSCRIBE to Daily Email Digest Here

    Are you a PRO? Join the "Local Search Pros" G+ Community!

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon". ;-)

  4. #4
    Member Since
    Nov 2012
    Location
    Washington, DC metro region
    Posts
    279
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: How do Searchers Use Location or Geo-Modifiers (e.g. Zip or City)

    Linda: That is a good tip.

    The current versions of keyword tools appear to be more granular and detailed than what was ever provided in the past.

    Very specifically it differentiates between volumes of searches for phrases such as city/service and service/city for each metro region. it differentiates between plurals and singulars.

    These are things IT NEVER DID IN THE PAST.

    More importantly I ran it on some phrases with which I'm intimately familiar with for certain businesses and geo areas.

    It seemed to be on target. I didn't go back and check it against recent results for an adwords campaign I'm running but I can vouch for it in relative terms in this regard:

    A) the phrases that have shown to consistently generate the most impressions were showing that way.
    B) the relative relationships of frequency for keyword impressions seemed to be on target.



    Its sort of ironic. Google has killed...I mean killed strict analysis of seo by keywords via the "not provided" data. Its infinitely less helpful. My experience is that users seem to be signed into google at about 50%. That kills analysis of keyword data.

    Now that they have killed this element of analysis they finally have provided "real data" on the ppc side that appears to be accurate.

    Of course that makes ppc that much more appealing and important for sites.

    I'm glad I have long term historical perspectives on this type of information.


    A second irony with regard to local. I've always been a big believer in links to help a site. I have some sites wherein there are competitive phrases where a local business can have an organic ranking above the pac and be in the pac.

    Then I have these historical perspectives on phrases where the rankings aren't as good.

    I've taken all that data and run it against the impressions for a regional campaign.

    Its great data. It basically tells you how great a campaign is if you push up a site into that glorified area where you can get organic results and pac results (plus ppc results) and how much better that is than at lesser levels of prominence.

    The danged thing is that google has soooooo clamped down on seo and link building that its a very new ball game.

    Its very hard to get long lasting value out of relatively cheap links. Google is smashing all the old methods that worked.

    You have to be danged clever and probably out of the box to really do wonders in the local arena on the links side.

    But regardless

    I analysed the new google keyword tool and keyword planner against data I already know.

    It seems to be far more accurate than at any earlier time. I tend to believe it now...and before I thought it was purposefully vague.

    I'd recommend giving it a try. Its far better than it ever was.

  5. #5
    Member Since
    Nov 2012
    Location
    Washington, DC metro region
    Posts
    279
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: How do Searchers Use Location or Geo-Modifiers (e.g. Zip or City)

    I want to add one other thing about the new keyword planner and keyword tools.

    google always had that level of granular detail. Previously they chose not to show it.

    Now they are showing detail with very helpful info on the local side. Its got to be tied to having virtually screwed organic keyword analysis.

    Google can show more data or not. They are clever and self serving in what they choose to portray. Of course its their business...

    Now here is a nifty tool and aid to think about with regard to using the new tool.

    It allows you to adjust the region for your test campaign. Say you choose a city like Baltimore. You can add nearby towns and cities, possibly regions or counties.

    Keep trying it. Evaluate what it shows as you expand the geo reach of the campaign for critical keywords.

    When the area expands and the volume of searches for that phrase don't increase measurably...that is a good area to cut off the geo scope of your campaign for 2 reasons:

    1. The first reason is you won't pick up measurably more searches b/c there aren't a lot as you get further from the core central reason.
    2. The 2nd reason is if you make your regional campaign to large click through rates (ctrs) begin to drop.

    CTR's are critical components of Quality Score. If your ctr drops your QS drops and you end up spending more per phrase.

    The tool looks very helpful on this basis.

Similar Threads

  1. Geo-modifiers in DBA Names for Local Franchise Owners
    By Alana Balbes in forum Local Search
    Replies: 3
    Last Post: 06-05-2013, 02:49 PM
  2. Replies: 3
    Last Post: 02-20-2013, 06:41 AM
  3. Replies: 12
    Last Post: 01-29-2013, 11:11 PM

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •