Local SEO Glossary
Local SEO like most things digital and marketing is full of technical terms and “TLAs” (or 3-letter-acronyms). So if you’re new to local SEO or just a little unfamiliar then our local SEO glossary of terms should help. If there are any other local SEO terms you’d like to see included just drop us a line and we’ll be sure to add them.
Aggregator:
Companies such as Foursquare, Data Axle, Yellow Pages and Neustar Localeze are aggregators. These organisations supply a local business' database information to local search directories. Aggregators compile data about local business from various off and online sources which could include telephone bills, registration records, membership of Chamber of Commerce amongst other sources. Aggregators are often known as data aggregator or data providers.
Analytics:
Tools and programs which track and monitor user behaviour are called Analytics. For example tools tracking website clicks and conversions, such as Google analytics or likes and engagement on social channels such as Instagram and Facebook analytics.
Apple Maps:
Apple Maps is the default map system for all Apple products. It is also the second most popular map app, for mobile users, after Google Maps.
Audit:
An audit in local SEO terms refers to a complete and rigorous analysis of a company's local search marketing such as a Google Business Profile audit, a citation audit or an overall Local SEO audit.
Bing Places for Business:
Bing Places is a free tool for local business to help them appear in Bing search results. Appropriate for businesses with storefronts, chains with multiple locations, as well local service providers without a physical store.
BrickS-and-mortar:
In local SEO 'bricks & mortar' refers to business operating with a physical building. Examples of classic bricks & mortar businesses include bakeries, pubs, restaurants, hotels, dentists and retail outlets.
Citation:
In local SEO, citations are mentions of a business's core data, including name, address, and phone number (known as NAP). These mentions are on third party websites such as in a directory or in a blog article. Structured citations are normally in the form of local business listings on directory platforms such as Foursquare or Yelp. Unstructured citations are mentions in blogs, news sites or other online publications such as magazines.
Citation campaign:
Citation campaigns start by auditing existing citations and then tidying up any errors such as inconsistent naming across local business data/directory platforms and duplicate citations.
Claim:
The act of verifying a business' information and taking ownership of the business listing for that search engine. By claiming your online listing online, it verifies that you're the owner of the business, that the business is real, therefore is authorised to maintain its presence on the web. Every local business index online, including Google and Facebook has its own process with unique steps to verify and claim listings.
Cluster:
The collection of information which a search engine holds, about a particular business location. This information comes from various data sources.
Directory:
A websites which list business names, addresses and other contact details, usually alphabetically or by business type.
Duplicate listing:
If your business has more than one listing on any given platform, for example on Facebook or Yell.com, it is considered a duplicate listing. It is vital to check for and consolidate any duplicate listings on a regular basis. Citation campaigns help with this by identifying and deleting any duplicate listings.
E-E-A-T:
E-E-A-T, an acronym for Experience, Expertise, Authoritativeness, and Trustworthiness, represents the standards that Google utilises to assess the relevance and credibility of websites and individual web pages.
Geo located:
When the location of the user is implicit as opposed to stated. Geolocation includes the use of technologies such as GPS or an IP address to identify the location of connected electronic devices.
Geo modifier:
The part of a search term which mentions a location. Geo modifiers are also known as geographic or location modifiers, and location qualifiers. A good example is using the term 'near me' and 'nearby' in your search. For example, 'hairdresser near me' rather than just hairdresser. Place names are also relevant so for example 'hairdresser Plymouth'.
Geotagging:
Geotagging is the process of adding geographic coordinates to media such as photos, videos, websites, text messages, and QR codes, and can also include timestamps or other contextual information. Geotagging assists search engines in making connections between your online content and the location of what this content depicts.
Google Maps:
The most popular web mapping platform providing street maps, satellite images, interactive panoramic views of streets as well as real time traffic updates. In terms of local search, Google maps helps users to find search results for relevant businesses, nearby, in the local area. Plus searchers can view reviews and details of businesses via Google Business Profile on Maps.
Google Business Profile (GBP):
Google's free tool for businesses, previously known as Google My Business. Google Business Profiles allow businesses to share and promote information on Google. For example, contact information, social media links, photography and information on your team, as well as products , menus and prices. Your business GBP appears on Search and Maps and is vital to local search.
Google Business Profile Q&A:
A Google Business Profile tool which provides the means for customers to ask and answer questions on the profile page. It also gives the owner and or administrator for the business the chance to respond. The Google Business Profile Q&A is open for anyone with a Google account to use. The Q&As remain visible on the profile page meaning they are also a source of valuable information for the business and customer alike.
Local backlinks:
Links which link from other local websites to your website boost your authority in local SEO. Local backlinks can be gained from many sources including directories, the press, social media accounts and blogs.
Local business schema:
Schema, also known as 'structured data', provides information about a webpage to aid search engines, like Google, return the best results. Local business schema can include opening hours, reviews, payment systems, reservations, bookings or purchase amongst others.
Local finder:
When clicking on 'More Places' at the base of Google's Local Pack, an expanded listing of local businesses appears alongside a map with tagged businesses, this is the Local Finder.
Local pack (also known as 3-pack, Local 3-pack / Google 3-pack):
Local Pack is Google's feature that shows a map and the information on the area's top 3 local businesses relevant to the search intent. If a user searches for Hairdresser when in Brighton, the results will show hairdressers in Brighton. The Local Pack is extremely powerful in driving traffic and creating huge visibility for a brand.
Local search intent:
A search query whereby a search engine assumes the searcher is looking for a local result.
Local landing page:
Landing pages are the pages people land on when they visit your site, in other words the first page they see. A local landing page is a page which shares details about specific store locations or branches. These local landing pages are often optimised for the location and are particularly important for multi location businesses for example chains and franchises, and offer information on each particular local location.
Local SEO:
Local SEO (or local search engine optimisation) is essential to any local business whose customers live, work or play nearby. Part art, part science, its objective is to get your business noticed whenever a local customer is actively searching Google for your products or services where you provide them. Typical local SEO searches could include "hair salon winchester", "italian restaurant clapham junction" or "electrician near me" but searches no longer need to include a location. Google can now assume local intent purely based on your physical location, based on your mobile phone or IP location.
Local search ranking factors:
Local search ranking factors are the components which make up a local business's rankings. These vary over time, but usually consist of the Google Business Profile, on site SEO, reviews and local links.
Localised organic search results:
Search results which appear for a specific location, conditional on local search intent and the physical location of the searcher.
NAP:
NAP stands for Name, Address and Phone number. This NAP information is used by local search engines to assess the accuracy of their indexed data. This is done by crawling the web to ascertain authenticity, or receive it from third party data suppliers. If NAP data is consistent, it helps to improve local search rankings and improves trust and customer acquisition.
Prominence:
Local search comprises three pillars: Prominence, proximity and relevance. These three pillars drive Google's local search algorithm and help decide local pack's rankings. The first pillar is prominence. With prominence, the algorithm looks at which businesses are the most well known and well regarded in their local market area.
Proximity:
Local search comprises three pillars: Prominence, proximity and relevance. These three pillars drive Google's local search algorithm and help decide local pack's rankings. The second pillar is proximity. With proximity, the algorithm looks at which businesses are close enough to the searcher to be considered a good answer to the search query.
Relevance:
Local search comprises three pillars: Prominence, proximity and relevance. These three pillars drive Google's local search algorithm and help decide local pack's rankings. Relevance is the third pillar. With relevance, the algorithm looks at which businesses have or sell the attributes that the searcher is asking for.
Reviews:
A customer's written summary of their experience about a business' products or services. Reviews can be shared on search engines and social media, on applications and websites. They often include star ratings. Google reviews are thought to impact Google's local search rankings.