Optimize your local business for “Near Me” searches (Google Optimization and Paid Ads)

Everybody does it – you head to Google’s search bar and type in “plumber near me,” “Italian restaurants near me,” or “computer repair near me.” Finding businesses that offer the services you’re looking for in your local area is important when it comes to finding what you need.

As a Googler, you know “near me” searches are normal, and you don’t give them much thought. But as a business owner, it’s essential to understand how keywords including the phrase “near me” work from both a paid advertising and search perspective and how they can affect your visibility in search results.

Now consider the search “nail salon near me”. The “near me” part is the clue to Google about location, and it determines your location as best it can, returning results accordingly. Your location might be determined by your Google profile, search history, IP location, GPS on your phone, and more.

Think about the two searches happening in the image below – two people in different locations entering the same search. Will they see the same results? Of course not! Google treats the search as a query for “dentist” and uses each searcher’s location as the “where.” As a result, the search results will be entirely different.

“Near Me” Search =  Local Search! (ranking in the Local/Map Pack)

When Google knows your location, your search results are likely to include the local/map pack. For example, here’s what might happen if you search for “plumbers” with a map pack showing:

The odds of the local/map pack being included in search results are even higher when someone includes “near me” in their search, as Google assumes they want super local results. However, even if you just search for a keyword without adding “near me”, you may still see similar results, because proximity is already one of the strongest factors in local search ranking.

Here’s the same search as the previous image, by the same user for “plumbers near me” – notice how the businesses listed are the same?

For this reason, setting up your business profile with a physical address increases the likelihood of appearing in the local/map pack for “near me”-type search. However, if you run a service area business without a physical address, you may not show up in “near me” searches as often, but you can potentially reach customers from farther away. Your WordJack Marketing Manager can help you determine your best approach based on your business and the type of results you hope to achieve.

What about Paid Google Ads? “Near Me” in PPC.

In Google ads, you can indirectly target “near me” keywords by using phrase-match keywords. This means your ad will be eligible to show if your target keyword is contained within the search phrase someone types into Google.

Some advertisers choose to add “near me” phrases to their keyword list anyway, but we’ve found this isn’t necessary in most cases. Your ads will still be shown if they contain the phrase-match keywords.

If you do a “near me” search and don’t see your ad, it’s not because your ad lacked “near me”. It could be due to other reasons, such as:

• Another advertiser outbid you

• Another ad or page has a higher quality score

• Your daily budget has been spent

What about regular Google results? (“Near Me” in Organic Searches)

Just like with map and paid results, how well you rank for the “what” keyword (without “near me”) plays a big role in your organic search rankings. For instance, if a business ranks well for “plumber,” it may rank even better if a user searches for “plumber near me” and happens to be near the business’s location.

However, results will vary for each searcher. Google’s algorithms are complex and consider many factors beyond location, such as the authority of the business’s website.

Although you might be tempted to scatter the phrase “near me” all over your website, this generally won’t improve your rankings for “near me” searches. It’s more likely to confuse your visitors. Instead, focus on optimizing for the “what” keywords by creating informative content, getting local reviews, and building quality backlinks from relevant sources.

Still have questions?

We know that getting the search results you want can be confusing. That’s why we’re here to guide you and implement the most effective local SEO strategy for your business. Contact us today for more information.