Google’s John Mueller recently addressed a question about the differences in SEO for informational search queries compared to queries for local services. Mueller not only answered the question but also explained how businesses must approach local search queries, emphasizing the importance of Google My Business (GMB).
What’s the Difference Between Local and Informational Search Queries?
A "Local Search Query" is a search term used by individuals looking for a service or a store within their geographic area. Examples include searches for plumbers, restaurants, retail stores, or legal services. On the other hand, an informational search query involves looking for information, such as the cast of a movie, product reviews, or cooking instructions.
Google’s John Mueller Discussing Local Search SEO
Is SEO Different for Local Versus Informational Web Pages?
The question posed was about the SEO differences between local service pages and informational pages. The inquirer assumed that different user intents would require different SEO strategies.
Mueller’s Response on SEO for Local and Informational Content
John Mueller clarified that in terms of the foundational SEO elements—such as the title tag, meta description, headings, and content—the approach is essentially the same for both local service pages and informational pages. He emphasized that Google aims to understand the content’s relevance, regardless of its nature.
How to Promote a Local Service in Google
Mueller also highlighted the distinction in how local pages should be promoted. He stressed the significance of having a robust Google My Business profile, which helps search results for local queries. According to Mueller, it is crucial to clearly define your location on your webpages so Google can associate your website with the specific geographic area a user is searching within.
Google My Business (GMB) is Essential for Local Businesses
Mueller further underscored the necessity of setting up a Google My Business profile. This setup makes it easier for Google to identify a local result and align it with users searching for something in their vicinity.
On-page SEO the Same Despite Differences in User Intent
While it may seem that different user intents would necessitate different SEO techniques, Mueller clarified that the core elements of on-page SEO remain consistent. It is essential, however, for businesses to ensure their local presence is clearly defined, particularly through GMB if they serve local clients.
GMB might not be suitable for businesses with national or global clientele, as the site may become less visible to searchers outside the specified local service areas.
Final Thoughts
In summary, while the approaches to on-page SEO for both local and informational queries are similar, promoting local services requires additional steps, particularly through Google My Business. Businesses must ensure they are locally relevant to enhance their visibility in local search results.
