Understanding the Distinction between Explicit and Implicit Searches: A Local SEO Strategy Guide
Understanding the Distinction between Explicit and Implicit Searches: A Local SEO Strategy Guide
The essence of dominating local SEO hinges on grasping the subtle difference between explicit and implicit searches and their impact on your search strategy, driving quality leads for your business.
While many SEO experts distinguish between short-tail and long-tail searches, local SEO broadens this categorization into implicit and explicit searches. This distinction is a critical part of local search strategy, aiding in elevating your local rankings and securing leads from Google Maps with relative ease.
Explicit searches are those where users specifically include a location in their search phrase, like “car accident lawyer Philadelphia.” In contrast, implicit searches do not contain a location modifier, such as “car accident lawyer.”
In simple terms:
Implicit searches are concise and general in nature.
Explicit searches include specific location details, making them longer and more specific.
Google search results can vary significantly based on the location modifier used and the user’s physical location at the time of the search. This disparity is usually less evident in organic Search Engine Result Pages (SERPs). However, it's more pronounced in Google Maps results, warranting keen attention from local SEO practitioners.
The significance of understanding implicit and explicit searches lies in the different levels of complexity in ranking and optimizing for each type. This complexity arises from how Google treats local search results based on distinct ranking factors:
Relevance: The alignment between a business and a user's search intent. Google evaluates information from the business’s Google Business Profile (GBP), website, and other online sources to determine relevance.
Distance: The proximity of the business location concerning the user’s search location. Explicit searches are less influenced by this compared to implicit and “near me” searches.
Prominence: The overall popularity of the business, encompassing review count and rating.
Although relevance and prominence can be influenced by marketing efforts, proximity to the user’s location is a fixed factor that significantly impacts local search rankings, especially since the 2016 Possum update. Attempting to rank for implicit keywords across a broad service area or competitive city is notably challenging.
However, when users add a location modifier to their searches, Google reorients the search radius center, shifting it to the added location. Consequently, the proximity factor is less dominant, enabling strategic pursuit of diverse keywords. This modification reduces the constraint on distance, enabling a more targeted approach to local SEO strategies.
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