Google Local Service Ads: Does Distance Still Matter?
A recent update to a Google Help Center article has stirred the pot in the world of local SEO. Chris Barnard, a Local SEO Analyst at Sterling Sky, identified a change that appears to downplay the importance of proximity in Local Service Ads (LSAs) ranking.
Barnard's screenshot highlights the removal of a section mentioning "proximity to potential customer's locations" as a ranking factor. This has led some to believe that being geographically close to searchers is no longer a priority for LSAs.
Removed: "How relevant your business is for the customer's search, for example, services you provide, your business bio, and your proximity to potential customer's locations.
Revised: "How relevant your business is for the customer's search, for example, services you provide and your business bio."
But is that really the case?
Google's official position, as clarified by Ginny Marvin, a Google Ads Liaison, assures us that LSA ranking considerations haven't undergone any major changes. The Help Center update reflects a shift in how Google prioritizes user experience.
In a statement, Marvin said:
“LSA ranking has evolved over time as we have learned what works best for consumers and advertisers. We’ve seen that proximity of a business’ location is often not a key indicator of relevancy.
For example, the physical location of a home cleaning business matters less to potential customers than whether their home is located within the business’ service area.”
What does this mean for your local service business?
While absolute proximity might not be the sole determinant, it certainly isn't out of the picture. Google still aims to connect users with providers realistically able to service their needs. So, a real estate agent in a neighboring city or county, even with a high-ranking ad, might not be the top pick for a search for a listing agent in a specific local neighborhood. Users are likely looking for an agent familiar with the intricacies of that particular market.
So how do you stand out?
- Searchers Read Reviews: Encourage customers to leave detailed reviews that highlight their experience working with you. Genuine reviews mentioning specific cities or neighborhoods will organically build trust and showcase your local expertise.
- Transparency Matters: Be upfront about the areas you serve. Google disapproves of businesses attempting to target unreasonably large regions from a single location. This can trigger a policy violation review.
- Report Suspicious Ads: Do you ever see unfamiliar businesses advertising on Google Local Services Ads (LSA) in your area? You can help keep the competition fair by reporting suspicious ads.
In conclusion, while physical proximity may not be the sole determining factor in LSA ranking anymore, it remains a relevant consideration. By focusing on user experience and demonstrating local expertise through positive reviews and transparent service areas, local businesses can ensure their LSAs continue to connect with the right customers.