Google has clarified that a business’s proximity to a search engine is not a primary factor in ranking local service ads.
This change reflects Google’s evolving understanding of what is relevant to users searching for local service providers.
Chris Barnard, Local SEO Analyst at Sterling Sky, started the discussion by pointing out an update to a Google Help Center article.
In a screenshot, it’s noted that Google removed the section stating that proximity is a factor in ranking local search ads.
so it’s definitely new 😅
Proximity is no longer a thing in LSAs pic.twitter.com/zaSuqT6ZJP
— Chris Barnard (@CPBarnard) May 8, 2024
Google Ads Liaison Ginny Marvin responded to clarify the change.
In a statement, Marvin said:
“The LSA ranking has evolved over time as we’ve learned what works best for consumers and advertisers. We’ve seen that proximity to a business’s location is often not a key indicator of relevance.
For example, the physical location of a house cleaning company matters less to potential customers than whether their home is within the company’s service area.
To be clear, the LSA ranking has evolved over time as we’ve learned what works best for consumers and advertisers. We have seen that the proximity of a company’s location is often not a key indicator of relevance. For example, the physical location of a house cleaning company matters less…
— AdsLiaison (@adsliaison) May 9, 2024
Marvin confirmed that this was not a sudden change, but an update to “more accurately reflect these ranking considerations” based on Google’s learnings.
The updated article now states that location relevance factors include:
“… the context of a customer’s search … the service or job a customer is looking for, the time of the search, location and other characteristics.”
Proximity remains a factor for service areas
Google maintains policies that require service providers to limit their ad targeting to areas they can serve from their business.
As Marvin cites, Google’s local services platform policies status:
“Local Services strives to connect consumers with local service providers. Targeting your ads to areas that are far from your business location and/or that you cannot reasonably serve creates a negative and potentially confusing experience for consumers.”
Why SEJ cares
By lowering proximity, Google is giving its ad serving algorithms the flexibility to show the most relevant and capable providers.
This allows results to better match user intent and connect searchers with businesses that can realistically serve their location.
Frequently asked questions
What should businesses do in response to the change in local service ad ranking factors?
With recent changes to how Google ranks local service ads, businesses should update the service areas listed for their ads to reflect the regions where they can realistically offer services. You want to match the service areas that appear on your Google Business Profile.
Businesses should also ensure that their service offerings and availability information are up-to-date as these are other key factors that will affect how well their local services ads rank and appear in relevant local searches .
Why is it important for marketers to understand local service ad ranking changes?
These changes affect the way businesses engage with potential customers. Google no longer places a high priority on proximity when ranking local service ads. Instead, it focuses more on other relevant factors.
Understanding this change allows companies to update their local service advertising strategies. By optimizing for Google’s new priorities, businesses can show their ads to the right audience.
Can a business still target areas away from its location with local service ads?
No, Google does not allow companies to target areas they cannot realistically serve.
This is to prevent customers from being linked to providers who are too far away to help them. Businesses can only advertise in areas close to their location or service areas.
Featured image: Mamun Sheikh K/Shutterstock
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