Optimize for Statewide “Local” Results?
Google is now show results in about half of US states for local listings if a searcher pairs the state name with a local service or product. Based on this information, should you optimize your local listing for your state?Mike Ramsey over at Search Engine Journal did some research revealing that Google is showing local results in about half the states for various terms. He focused on three “used cars,” “dentist,” and “Italian Restaurant.” According to Mike when it comes to city searches, “The closer you are to the centriod, the better change (sic) you have for ranking if all else is equal.” He notes, however, that “When it comes to statewide searches, the only location qualification is that your business is in the searched for state.” He goes on to suggest that other ranking factors seem to be equal on a state and city basis.
His conclusion may be less than accurate, or in other words there may be more going on here than meets the eye. Take the search term “Utah Dentist” as seen in this image.
There’s a definite cluster of dentists down in the Orem area. Given Mike’s conclusions about all non centroid factors mostly being equal we would expect to find these are the strongest listings in the state, but they aren’t. Take for example, listing D “University Mall. Mall Dentist Group.” It does have the term “Dental” but this is a very weak listing. The website is not a dentist website, there are 3 reviews but they are all for the mall, none for the dentist and the listing is not very complete. Compare that against the listing up in Salt Lake City for “Warr Dental” They have 21 reviews, their listing is verified and well filed out and they also use Dental in their title.
Mike suggests optimizing for your state. In most situations we believe this would be the wrong thing to do. Most people will not search statewide for a dentist, restaurant, car dealer or just about any other service provider. They will look to their city. In rural areas, where people are willing and accustomed to driving a good distance, they’ll check the cities, by name, that are closest to them.
Not ready to give up optimizing for state search yet? Have a look at this result for Orem where there was a cluster of dentists in the statewide search for Utah.
With only one exception, the good old University Mall Dental Group, a weak statewide result, none of the listings show up in both. Given this you really may have to make a decision which you want to show up for in Google local your city or the state and we think you should put your bid on your individual city.