Geolocation and Your Google Business Profile Rankings

 

The Importance of Geographical Location When Trying to Improve Your Google Business Profile Rankings

When it comes to improving your Google Business Profile (GBP) rankings, the geographical location of your business plays a crucial role. This is especially important for businesses that offer services across a wide region, such as solicitors, plumbers, or caterers. In this article, we’ll explore why location is key to GBP rankings and what you should focus on with your SEO strategy to achieve the best results. 

 

Website Design for Small Businesses
Why Geographical Location Matters

Google’s search algorithms heavily weigh the physical location of a business when determining which companies to show in local search results.

When a user searches for a service in a specific location, Google aims to provide the most relevant and nearby options.

For instance, if you are a solicitor based in Margate, it will be very challenging to appear in the top 3 search results for someone looking for “solicitors in Maidstone,” even if you serve the entire county of Kent.

This local bias in search results is designed to enhance user experience by providing more immediate and accessible options. Google’s goal is to connect users with businesses that are most likely to meet their needs based on proximity and relevance. 

    The Challenge for Service-Based Businesses

    For service-based businesses that operate across a larger geographical area, such as a solicitor in Margate who serves all of Kent, this presents a unique challenge.

    Despite the ability to provide services in various locations, the business will primarily appear in search results related to its physical address. This means that while you might be the best solicitor in Kent, if your office is in Margate, you’ll struggle to rank in searches for “solicitors in Maidstone.”

    Focus on What You Can Control: Local SEO Strategies

    While you can’t change the inherent geographical limitations of Google’s search algorithms, you can optimize your SEO strategy to improve your visibility across a wider area. Here are some effective strategies:

    1. Optimise Your Website for Multiple Locations

    Create dedicated pages for each town or city you serve. For example, have separate pages like “Solicitors in Maidstone,” “Solicitors in Canterbury,” and so on. These pages should include localised content, such as specific services offered in that area, client testimonials from that location, and relevant keywords.

    2. Use Location-Specific Keywords

    Incorporate keywords that include the names of the towns and cities you serve throughout your website content. This includes headings, meta descriptions, and body text. For example, “experienced solicitors serving Maidstone, Canterbury, and Margate.”
    Leverage Google My Business Listings

    3. Ensure your Google Business Profile is fully optimised.

    Encourage satisfied clients to leave reviews and include as much information as possible, such as your service areas, contact details, and business hours. If possible, create additional GBP listings for different service areas.

    4. Build Local Citations

    Submit your business to local directories and ensure that your business name, address, and phone number (NAP) are consistent across all listings. This helps build credibility and signals to Google that your business is legitimate and relevant in multiple locations.

    5. Generate Local Content

    Regularly publish blog posts, news updates, or case studies that focus on the different areas you serve. For example, write about recent cases you’ve handled in different towns, community events you’ve participated in, or legal advice tailored to local issues.

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