deliver you the most relevant results based on your geographical location.
Because you can tell Google exactly where you are at the time you are
conducting your search, as well as the fact that they can do a pretty good
job of pin-pointing your location on their own based on your IP address,
searching for something like "pizza" has become as easy as, well, pie. pizza
pie that is.
When you search for "pizza" the results you see on the first page are almost
exclusively local restaurants. You no longer have to include your city or
town in the search query to receive local results. Google is able to do this
not only because they have the most intricate and sophisticated search
algorithm, but because their "Places" portal allows companies to tell them
exactly where they are located, what services they provide, their hours of
operation, the areas in which they serve and much more. Google has gotten
almost every business in the world to give them the information they need to
deliver the most relevant results of their own free will. Not only does this
make Google's job easier, but it also makes the internet that much more
useful for both businesses and their potential customers.
In the future we can assume that local results will become more relevant and
accurate as well as essential in our day-to-day lives. Google's decision to
put an increased emphasis on local results has changed the way an SEO
company optimizes for their customers. It has also put greater weight on
business reviews. The Google Places listings do not operate on the same
search algorithm as the organic search results do. There is more weight
placed on the internet chatter regarding businesses. The more reviews and
mentions of certain businesses across the net the more likely their local
listing will show up on the first page of results. This fact has forced SEO
companies to change their strategies over the last four or five years. As
"local" becomes even more relevant we are sure to see even more changes in
how businesses market themselves on the internet and how SEO is conducted.
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