Three days ago, Google announced some significant changes in the Local Search business.  We are excited, Google is really making enhancements to their local search results and it’s evident that Google is pushing to get much better at providing local business results when you want them. 

When was the last time you used Yellow Pages?  Exactly, my yellow book is still in the plastic bag it came in, under my desk.  I’m collecting them, they might be worth something one day!

On April 6th, 2009, Google made news when they announced they were integrating Local Search Results into the regular Search Engine Results Pages(SERPs) when the algorithm decided it was appropriate.

For example, prior to April 6th, if you searched for [dentist], and you were located in Algonquin, IL, Google’s results were global.  A searcher needed to input the geographical location, named Geographical Modifier, to get local results.  Not anymore!

If you put in the geographical modifier, then the SERPs will show local business results for the location of the modifier.  This is not affected.

Here is a search for [dentist] from my location in Algonquin, IL.

Notice the search phrase is simply [dentist]?  The results gave results for ‘Franklin Park, IL’.  I’m located in Algonquin, IL.  That’s 36 miles (58km) away!  I’m not driving over 60 minutes in Chicago traffic to go see a dentist. 

They almost always determine your location based on your IP address.  This is a unique number assigned to your computer (or network) from your Internet Service Provider (ISP).  My ISP location is obviously in Franklin Park.  This becomes a large problem for AOL users, who’s ISP is located in California regardless of where you are in the USA!

Not all terms though yield the local results in the main SERPS.  Try a search for [dentist], [chiropractor], [dry cleaner]; they all yield the local results.  Pretty awesome.  Now try a search for [tarot card reader], [pharmacy] or [designer clothes].  You don’t get the local business results.  With the search for [pharmacy], the first listing I get is CVS,  which is not even remotely close to my location (I have since informed Google that my location is not Franklin Park, it’s 60102, however I had to manually do this). 

How does this affect your local business?

This is good!  This is only proof that local businesses need to further expand their marketing efforts on the Internet. 

This is however distancing the mainstream algorithm from the Local Business Results.  That algorithm is different and there is very little testing and work on how these results are determined.  Of course, my book covers everything I know about the algorithm for these results and at this time it is 100% up to date.  As always, I inform my paying readers of these major changes from time to time.