Search Engine Land

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Google AdMob" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>AdMob’s new app-level setting offers more control over ad experience and performance, though the default opt-in signals.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Google AdMob" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/11/Google-AdMob.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>AdMob is rolling out a new app-level setting that controls high-engagement ads in interstitial and rewarded formats, launching in the coming weeks.</p>



<p><strong>Why it matters.</strong> App developers will soon have more control over how engaging ads appear in their apps, with the potential for improved ad performance and revenue.</p>



<p><strong>What&#8217;s new</strong>. When enabled, the setting allows:</p>



<ul class="wp-block-list">
<li>Interstitial ads skippable after up to 15 seconds.</li>



<li>Rewarded ads with up to 60-second reward grant time.</li>



<li>Up to three-step exit process for both ad types.</li>
</ul>



<p><strong>How it works.</strong></p>



<ul class="wp-block-list">
<li>Setting will be enabled by default for all apps.</li>



<li>Developers can opt out through App settings.</li>



<li>Google Ads and AdMob Network buyers can serve more engaging ad formats.</li>
</ul>



<p><strong>Between the lines.</strong> While the update promises better performance, the longer ad durations and multi-step exit process could impact user experience.</p>



<p><strong>Looking ahead.</strong> Google intends to work with buyers to optimize these high-engagement ads while maintaining transparency and user focus.</p>



<p><strong>Bottom line.</strong> <a href="https://support.google.com/admob/answer/15525707">This update</a> gives developers more flexibility in balancing ad revenue with user experience, though the default opt-in approach suggests Google is pushing for wider adoption.</p>


AdMob is rolling out a new app-level setting that controls high-engagement ads in interstitial and rewarded formats, launching in the coming weeks.
Why it matters. App developers will soon have more control over how engaging ads appear in their apps, with the potential for improved ad performance and revenue.
What’s new. When enabled, the setting allows:
Interstitial ads skippable after up to 15 seconds.
Rewarded ads with up to 60-second reward grant time.
Up to three-step exit process for both ad types.
How it works.
Setting will be enabled by default for all apps.
Developers can opt out through App settings.
Google Ads and AdMob Network buyers can serve more engaging ad formats.
Between the lines. While the update promises better performance, the longer ad durations and multi-step exit process could impact user experience.
Looking ahead. Google intends to work with buyers to optimize these high-engagement ads while maintaining transparency and user focus.
Bottom line. This update gives developers more flexibility in balancing ad revenue with user experience, though the default opt-in approach suggests Google is pushing for wider adoption.

AdMob’s new app-level setting offers more control over ad experience and performance, though the default opt-in signals.

Google AdMob launches new controls for high-engagement mobile ads

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-800x450.png" class="attachment-large size-large wp-post-image" alt="How to create and optimize Google Ads custom segment audiences" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Opti Score now highlights competitive pressures affecting impression share which may encourage increased spending to compete with rivals.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-800x450.png" class="attachment-large size-large wp-post-image" alt="How to create and optimize Google Ads custom segment audiences" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/09/How-to-create-and-optimize-Google-Ads-custom-segment-audiences.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google&#8217;s Optimization Score, which provides recommendations to improve ad performance, has been updated to highlight the specific competitive pressures impacting impression share.</p>



<p><strong>Why we care.</strong> This new feature gives you a clearer view of how major competitors like Amazon are affecting ad campaigns, helping you to make more informed optimization decisions. However, mimicking competitor strategy isn&#8217;t a great strategy and could just lead to unnecessary overspending. Approach this update with care.</p>



<p><strong>How it works</strong>.</p>



<ul class="wp-block-list">
<li>Optimization Score now identifies when competitors are affecting campaign metrics.</li>



<li>This provides advertisers with real-time insights into auction-level competition.</li>
</ul>



<p><strong>First seen. </strong>Google Ads expert Craig Graham, shared this discovery on <a href="https://www.linkedin.com/posts/craig-graham-grayvault_some-of-your-campaigns-lost-impression-share-activity-7258166630847782912-8PHq?utm_source=share&amp;utm_medium=member_desktop">LinkedIn</a>:</p>



<figure class="wp-block-image size-large is-resized"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/shopify-direct-checkout-800x450.png" alt="" class="wp-image-447973" style="width:833px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2024/11/shopify-direct-checkout-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/shopify-direct-checkout-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/shopify-direct-checkout-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/shopify-direct-checkout-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/shopify-direct-checkout.png 1280w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>Big picture. </strong>Understanding the role of major competitors is important for optimizing paid search campaigns effectively. This new visibility into auction-level dynamics could be a game-changer for many advertisers. However, it could just be a means of getting you to spend unnecessarily.</p>



<ul class="wp-block-list">
<li>&#8220;I definitely think it’s to encourage bidding more and FOMO [fear of missing out] on users to competitors that it thinks you’ll be worried about, but also an actually useful feature,&#8221; said Chris Chambers, head of Paid Search at Understudy, in response to Graham&#8217;s posting about this update.</li>
</ul>



<p><strong>What to watch. </strong>Whether Google expands this level of competitive transparency to additional Optimization Score insights over time.</p>



<p><strong>Bottom line.</strong> By shining a light on the impact of rivals like Amazon, Google could be empowering advertisers to make more informed decisions to improve their search ad performance or it could be a ploy for more spend from advertisers who don&#8217;t want to feel like they are missing out on an auction where their competitors are present.</p>


Google’s Optimization Score, which provides recommendations to improve ad performance, has been updated to highlight the specific competitive pressures impacting impression share.
Why we care. This new feature gives you a clearer view of how major competitors like Amazon are affecting ad campaigns, helping you to make more informed optimization decisions. However, mimicking competitor strategy isn’t a great strategy and could just lead to unnecessary overspending. Approach this update with care.
How it works.
Optimization Score now identifies when competitors are affecting campaign metrics.
This provides advertisers with real-time insights into auction-level competition.
First seen. Google Ads expert Craig Graham, shared this discovery on LinkedIn:




Big picture. Understanding the role of major competitors is important for optimizing paid search campaigns effectively. This new visibility into auction-level dynamics could be a game-changer for many advertisers. However, it could just be a means of getting you to spend unnecessarily.
“I definitely think it’s to encourage bidding more and FOMO [fear of missing out] on users to competitors that it thinks you’ll be worried about, but also an actually useful feature,” said Chris Chambers, head of Paid Search at Understudy, in response to Graham’s posting about this update.
What to watch. Whether Google expands this level of competitive transparency to additional Optimization Score insights over time.
Bottom line. By shining a light on the impact of rivals like Amazon, Google could be empowering advertisers to make more informed decisions to improve their search ad performance or it could be a ploy for more spend from advertisers who don’t want to feel like they are missing out on an auction where their competitors are present.

Opti Score now highlights competitive pressures affecting impression share which may encourage increased spending to compete with rivals.

Google Ads Optimization Score now reveals specific competitor impacts

<div><img width="800" height="419" src="https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-800x419.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-800x419.png 800w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-600x314.png 600w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-200x105.png 200w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-768x402.png 768w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /></div>This is your final chance in 2024 to unlock the world-class SMX experience and everything that comes with it. 

<div><img width="800" height="419" src="https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-800x419.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-800x419.png 800w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-600x314.png 600w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-200x105.png 200w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home-768x402.png 768w, https://searchengineland.com/wp-content/seloads/2024/09/smxn24-og-image-home.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /></div><p><img decoding="async" class="alignnone wp-image-446460 size-full" src="https://searchengineland.com/wp-content/seloads/2024/08/Copy-of-Copy-of-Copy-of-Super-Early-Bird-rates-expire-May-24-2.png" alt="" width="1219" height="281" srcset="https://searchengineland.com/wp-content/seloads/2024/08/Copy-of-Copy-of-Copy-of-Super-Early-Bird-rates-expire-May-24-2.png 1219w, https://searchengineland.com/wp-content/seloads/2024/08/Copy-of-Copy-of-Copy-of-Super-Early-Bird-rates-expire-May-24-2-600x138.png 600w, https://searchengineland.com/wp-content/seloads/2024/08/Copy-of-Copy-of-Copy-of-Super-Early-Bird-rates-expire-May-24-2-800x184.png 800w, https://searchengineland.com/wp-content/seloads/2024/08/Copy-of-Copy-of-Copy-of-Super-Early-Bird-rates-expire-May-24-2-200x46.png 200w, https://searchengineland.com/wp-content/seloads/2024/08/Copy-of-Copy-of-Copy-of-Super-Early-Bird-rates-expire-May-24-2-768x177.png 768w" sizes="(max-width: 1219px) 100vw, 1219px" /></p>
<p>As we speed toward the end of the year, search marketers are taking stock of their strategies and plans for 2025.</p>
<ul>
<li>How will you continue to work <strong>generative AI</strong> into your daily operations?</li>
<li>Are you prepared for the new frontier of <strong>Generative Engine Optimization</strong>?</li>
<li>What<strong> outdated SEO practices</strong> will you say goodbye to… and which <strong>new lead gen tactics</strong> will you adopt?</li>
</ul>
<p>Make sense of it all – and gear up for a successful New Year – at <strong><a href="https://searchengineland.com/smx/next/agenda?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+next+2024&amp;utm_content=next+week" target="_blank" rel="noopener">SMX</a></strong>, online November 13-14 (NEXT WEEK!), for free.</p>
<p>Your free All Access pass unlocks two exclusive <strong>2025 SEO and PPC trends keynotes (+ live Q&amp;A!)</strong>, along with 35+ actionable sessions, engaging demos, interactive Coffee Talk meetups, AMA-style sessions with select winners of the 2024 Search Engine Land Awards, and more. <strong><a href="https://searchengineland.com/smx/next/agenda?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+next+2024&amp;utm_content=next+week" target="_blank" rel="noopener">See the complete agenda!</a></strong></p>
<p><a href="https://searchengineland.com/smx/next/agenda?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+next+2024&amp;utm_content=next+week" target="_blank" rel="noopener"><img decoding="async" class="img-responsive alignnone wp-image-447824 size-full" src="https://searchengineland.com/wp-content/seloads/2024/10/2025-SEO-and-PPC-trends-to-get-ahead-of.png" alt="" width="1300" height="500" srcset="https://searchengineland.com/wp-content/seloads/2024/10/2025-SEO-and-PPC-trends-to-get-ahead-of.png 1300w, https://searchengineland.com/wp-content/seloads/2024/10/2025-SEO-and-PPC-trends-to-get-ahead-of-600x231.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/2025-SEO-and-PPC-trends-to-get-ahead-of-800x308.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/2025-SEO-and-PPC-trends-to-get-ahead-of-200x77.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/2025-SEO-and-PPC-trends-to-get-ahead-of-768x295.png 768w" sizes="(max-width: 1300px) 100vw, 1300px" /></a></p>
<p>After two days of training, you’ll be ready to…</p>
<ul>
<li>Create content that <strong>attracts, engages and converts</strong> your best customers.</li>
<li><strong>Automate ad copy creation</strong> for Responsive Search Ads using GPT.</li>
<li>Confidently <strong>decode complex Google ads updates</strong> using a custom GPT.</li>
<li>Optimize entities so that you can<strong> dominate AI search</strong> and assistive engines.</li>
<li><strong>Organize navigational elements</strong> for a more seamless user experience.</li>
<li>Shift your mindset to<strong> effectively leverage AI in PPC</strong>.</li>
</ul>
<p>… and much more. Don’t miss your final chance in 2024 to attend the world’s leading search marketing conference. You and your career deserve this&#8230; <strong><a href="https://events.searchengineland.com/smx-next-2024?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+next+2024&amp;utm_content=next+week" target="_blank" rel="noopener">grab your free pass now!</a></strong></p>


<p></p>


As we speed toward the end of the year, search marketers are taking stock of their strategies and plans for 2025.
How will you continue to work generative AI into your daily operations?
Are you prepared for the new frontier of Generative Engine Optimization?
What outdated SEO practices will you say goodbye to… and which new lead gen tactics will you adopt?
Make sense of it all – and gear up for a successful New Year – at SMX, online November 13-14 (NEXT WEEK!), for free.
Your free All Access pass unlocks two exclusive 2025 SEO and PPC trends keynotes (+ live Q&A!), along with 35+ actionable sessions, engaging demos, interactive Coffee Talk meetups, AMA-style sessions with select winners of the 2024 Search Engine Land Awards, and more. See the complete agenda!

After two days of training, you’ll be ready to…
Create content that attracts, engages and converts your best customers.
Automate ad copy creation for Responsive Search Ads using GPT.
Confidently decode complex Google ads updates using a custom GPT.
Optimize entities so that you can dominate AI search and assistive engines.
Organize navigational elements for a more seamless user experience.
Shift your mindset to effectively leverage AI in PPC.
… and much more. Don’t miss your final chance in 2024 to attend the world’s leading search marketing conference. You and your career deserve this… grab your free pass now!

This is your final chance in 2024 to unlock the world-class SMX experience and everything that comes with it.

SMX is online next week… don’t miss out!

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites-800x450.png" class="attachment-large size-large wp-post-image" alt="Top SEO tips for location-specific websites" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/Top-SEO-tips-for-location-specific-websites.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Learn how SEO differs for service area vs. brick-and-mortar businesses. Boost your presence with targeted tactics to reach local customers.

Having a strong online presence is crucial for businesses today. Understanding your service area and the geographical reach of your customer base is a key factor in maximizing that presence. 
Your website is key to attracting potential customers, but optimizing it effectively can be challenging, especially for location-specific businesses.
This article highlights the key differences between service area businesses (SABs) and brick-and-mortar establishments. It also covers practical local SEO tips for both types of businesses.
Service area vs. brick-and-mortar businesses: How do they differ?
Let’s outline the key differences between service area businesses (SABs) and brick-and-mortar establishments.
Service area businesses operate within a designated service area, such as local plumbers, landscapers, or mobile car detailers. 
While they may have a headquarters, they are not designed for public traffic. Thus, an effective SEO strategy must highlight their service areas and specific offerings to attract local customers.
In contrast, brick-and-mortar businesses generate revenue by attracting customers to their physical locations, such as restaurants, retail stores or car repair shops. 
Their websites should provide clear and accurate information about each location, making it easy for users to find the nearest one.
Recognizing these differences is vital, as each requires a tailored local SEO strategy that can significantly enhance online performance and visibility.
SEO tips for service area business websites
Create a clear and consistent service area page structure
Your website should prominently display the cities you operate in by creating an engaging service area page. 
This page should list the cities you service and relevant information about the services provided in each location.
These could be mini location-targeted homepages with:
Name, address and phone number (NAP) information.
Business hours.
Third-party reviews.
Featured articles.
Clear calls to action. 
For a user searching for “landscaping services in Malibu,” your Malibu-targeted service page should provide all the essential information needed to encourage conversion.
Service area URL structure
One key element is the URL structure of your service area pages. Keeping a clean structure helps Google crawl your content more efficiently. It’s also a nifty method for filtering in Google Search Console when reviewing performance.
If you’re a business with multiple services offered throughout your service area, I suggest the below folder structure:
https://example.com/service-area/city-name/service-name
This approach allows you to create multiple service pages for each city you service. It also enables interlinking for more even distribution of link equity and improved rankings across your site. 
For businesses targeting only one service, such as locksmiths, I recommend a simpler strategy:
https://example.com/service-area/boston-locksmith-services
Some SABs are large or operate as franchises across multiple counties or even states.
In these cases, including the county or state name in the subfolder for further segmentation is beneficial.
However, be cautious of over-segmentation, as creating too much depth can lead to indexing issues. 
Google may struggle to crawl pages that are five or more layers deep. Also, location pages typically receive fewer backlinks than other types, resulting in limited link equity.
When executed effectively, these pages succeed due to the hyper-local nature of the searches they target.
Dig deeper: How to create a perfect location page for SEO and visitors
Write location-relevant informational content
Incorporating location-specific content can further enhance your website’s relevance for local searches.
For example, a plant nursery in the Chicago area can create blog posts about plant care and maintenance tailored to the local climate. 
Since plant maintenance varies significantly by region, the nursery should focus on plants commonly found in Planting Zone 5, which includes their area. 
By providing content on how to prepare these outdoor plants for the changing seasons, the nursery can ensure its articles rank well in local searches and resonate with its target audience.
Similarly, for a small landscaping website I manage for a family friend, I’ve tailored all content to address local topics, such as landscaping permits, watering regulations and selecting grass types specifically for Southern California. 
This targeted approach helps attract the right audience and improve local search visibility.

Although I am targeting broad phrases like “do I need a permit for landscaping” and “best grass types,” the additional context I provide in the articles – such as specific location and climate details – helps generate rankings and organic traffic from my target region. 
Notably, seven of the top 10 traffic-driving cities fall within my client’s service area.
Dig deeper: How to create local content that builds trust and drives sales
Master service area schema markup
Schema markup is essential for localized websites. It helps Google understand the services you offer and the locations where they are available. 
While there are excellent free tools like Rank Ranger’s Schema Markup Generator, I have recently found that using ChatGPT is incredibly effective. 
With ChatGPT, I can input all the necessary information and receive a perfectly organized script ready for embedding on my site. 
If you’re new to schema markup, ChatGPT can guide you on the information needed to create a complete script. 
Here’s an example of my prompt and the resulting response:


Once you’ve properly prompted all the relevant information into ChatGPT, it will reply with code you can copy and paste directly into Google’s Rich Results testing tool.
If your information is correct, you should be able to see fully validated schema markup that is ready to implement on your site. 




What I appreciate most is that you can input any errors from Google’s tool directly into ChatGPT when troubleshooting. It can then help you resolve those issues.

					
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Now, let’s move on to my top SEO tips for brick-and-mortar websites.
SEO tips for brick-and-mortar business websites
Keep in mind that SEO for brick-and-mortar businesses focuses on driving foot traffic.
This means you should prioritize highlighting the location information for each address, along with the products and services offered at those locations.
Create unique pages for each location
While it may seem obvious, many businesses overlook the importance of creating unique pages for each location, especially those with multiple sites. 
Even single-store companies should have a dedicated page featuring: 
Their NAP information.
Hours of operation.
Products or services offered.
Reviews.
Staff photos or bios.
By developing a unique page for each location, you can provide more detailed information, such as exterior and interior photos, specific product lines or even staff profiles.
This helps visitors know where and when to visit and fosters a sense of familiarity and trust before they even arrive. 
Dedicated pages allow you to implement location-targeted content much more effectively than consolidating all locations into one page or scattering the information throughout the website.
Drop hints about a service area for each location with your content
This concept is similar to our strategy for SABs in that your store likely has a practical driving radius for visitors. 
Customers are typically not willing to drive more than two hours to visit your business. However, there are exceptions, so consider the specific driving radius for each location.
For example, let’s say you own a women’s clothing boutique in Boston. 
Limiting your visibility to searches only within the city can be detrimental. 
If your target keyword is “Women’s Boutique in Boston,” you can enhance your reach by creating new pages for nearby cities and optimizing for keywords like “Women’s Boutique near Boston.” 
This way, you build relevance for areas only 20 to 30 minutes away.
These additional pages can include the same product categories and information about your store. This time, incorporate a free custom map with directions from the target city to your boutique in Boston.

Google can use Google Maps data to show that customers in Concord, Mass., are just a 31-minute drive from your location. 
Plus, website users can easily click on this map to open Google Maps on their mobile devices, making it simple for them to find your store and access your products.
Local SEO essentials for SABs and brick-and-mortars
While this article primarily focuses on tactics for specific types of localized websites, there are also general local SEO principles worth mentioning. Here are a few “honorable mentions.”
Basic keyword research and targeting still matters
Google has improved at focusing on overall content quality and context rather than individual keywords. However, finding strong keyword targets and perfecting on-page optimization are still essential. 
Optimize your Google Business Profile listing(s)
Your Google Business Profile (GBP) can drive significant value for your business. 
Most local or navigational searches trigger a SERP feature called the “local pack” or “three-pack,” where three local businesses are highlighted. A large percentage of users click on one of these top three results.
By fully optimizing your GBP and incorporating target keywords related to your products, services and location, you increase the chances of your profile appearing above standard organic results.
Moreover, many users complete their research directly through the GBP without visiting the business’s website before making a purchase or visiting in person. 
Below are some key areas you can optimize:
Business category: Compare your category selection with competitors in your space.
Imagery of your store: Include both interior and exterior photos, and encourage customers to post their own pictures along with reviews.
Service area: Specify up to 20 city names within a reasonable driving distance of your location.
Products: If your website has ecommerce capabilities, link your listed products to the corresponding pages on your website.
Business description: This is an ideal place to include target keywords relevant to your business.
Google posts: Share updates about your business, local events, or new content on your website.
Q&A section: Preemptively ask and answer common questions to mirror your website’s FAQ page.
Respond to reviews: Show responsiveness and customer care by replying to reviews, including negative ones.
Managing your Google Business Profile effectively is essential for strong local rankings. 
Profiles that engage the public are more likely to appear in search results, so encourage interactions with your listing.
Add UTM parameters to GBP links
Although this isn’t a direct ranking tactic, it will help you measure how much traffic your Google Business listing drives to your site.
Your Google Business Profile allows you to link to your website – usually the homepage or, for multi-location businesses, the relevant location page. 
By adding UTM parameters to the end of the URL, you’ll be able to track impressions and clicks in Google Search Console, as well as website visits that originated from that specific link. 
Without UTM parameters, these interactions would simply show up as general homepage traffic, making it hard to distinguish their true source.
Google’s UTM Builder makes creating your parameter string a breeze.

Dig deeper: How to manage and optimize local listings for SEO
Drive backlinks from local sources
This final tactic is simple to implement if your business is active in its local community. Nearly every organization in your area has a website.
Whether it’s the local chamber of commerce, a nearby nonprofit or even the local little league team, find ways to engage with them. 
Connect with the person managing their website and propose a link swap to promote your partnership. 
Google recognizes the geographic connections between websites and rewards links from other local organizations.
Dig deeper: 4 main types of local links and how to earn them
Bottom line
Mastering local SEO is essential for any business looking to attract local customers. 
Whether you operate a service area business or a brick-and-mortar store, a well-optimized local presence boosts visibility and draws in more customers. 
While strategies may vary by business type, the goal remains the same: connecting with customers. 
Tailoring your SEO approach to your business’s specific needs and location sets you up for greater visibility, more traffic and increased revenue.
Dig deeper: The SEO hierarchy of needs for local businesses on a budget

Learn how SEO differs for service area vs. brick-and-mortar businesses. Boost your presence with targeted tactics to reach local customers.

Top SEO tips for location-specific websites

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-800x450.png" class="attachment-large size-large wp-post-image" alt="Maximizing your B2B paid media ROI with alternative platforms" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Reach your B2B audience in unexpected places. Use Reddit, YouTube and TikTok for paid media campaigns that drive real results.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-800x450.png" class="attachment-large size-large wp-post-image" alt="Maximizing your B2B paid media ROI with alternative platforms" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/Maximizing-your-B2B-paid-media-ROI-with-alternative-platforms.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>In B2B marketing, simply sticking to traditional channels may limit your potential.&nbsp;</p>



<p>As audiences diversify and new platforms emerge, expanding your media strategy can be a game-changer for engaging decision-makers where they spend time.</p>



<p>But how do you know which channels fit your strategy and whether they’ll resonate with your target audience?</p>



<p>This article discusses strategies to help you better understand your audience, develop a clear and effective media plan and explore some overlooked platforms that can give your B2B marketing a fresh edge.</p>



<h2 class="wp-block-heading" id="h-first-things-first-understanding-your-audience">First things first: Understanding your audience</h2>



<p>It&#8217;s surprising how often people feel they lack the tools to understand their audience. Your CRM likely holds more valuable insights than you realize. It can help address three key challenges:</p>



<ul class="wp-block-list">
<li><strong>Data tied to your business:</strong> If properly recorded, your CRM tracks all interactions with your business – whether won, lost or disqualified – making it easy to identify trends and patterns.</li>



<li><strong>Buying committee exploration:</strong> Are your marketing campaigns targeting the right people? Your CRM should include who is involved in sales and pipeline activities. This data helps confirm whether your targeting is reaching the right audience.</li>



<li><strong>Understanding who seems qualified but isn’t:</strong> Did a company or account look like the perfect fit but ended up disqualified by sales? Are you seeing many accounts go through the disqualification process? Identify what these accounts have in common so you can adjust accordingly.</li>
</ul>



<p>A few other tactics to better understand your audience include:</p>



<ul class="wp-block-list">
<li><strong>LinkedIn groups:</strong> There’s a LinkedIn group for whatever you’re selling. Look at the job titles and firmographics of the companies in that group. What are they discussing? What are their concerns and common pain points? The possibilities are endless.</li>



<li><strong>LinkedIn Insight tag:</strong> Set up this tag to identify attributes like job titles, company names, company sizes and seniority based on the users landing on your website. You can also audit who’s visiting your blog versus your key pages, thus gathering a wealth of information.</li>



<li><strong>Your competitors&#8217; websites:</strong> Have you ever audited the industries and job titles your competitors highlight? Do they feature more case studies for certain verticals over others? This can offer valuable insights into their priorities for you to cross-reference.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/linkedin-advertising-a-comprehensive-guide-439831"><strong><em>LinkedIn advertising: A comprehensive guide</em></strong></a></p>



<h2 class="wp-block-heading" id="h-plan-smart-how-to-build-a-basic-media-plan">Plan smart: How to build a basic media plan</h2>



<p>A common mindset I often see is marketers wanting to be everywhere, believing they can effectively spread $2,000 across multiple channels.&nbsp;</p>



<p>Unfortunately, this approach limits your ability to scale or achieve meaningful results. A focused media plan consolidates all your efforts, offering a clear view of each channel’s potential and helping you allocate your budget for maximum impact.</p>



<p>A successful media plan should include:</p>



<ul class="wp-block-list">
<li>Target audience segmentation and identification.</li>



<li>Clear goals and objectives.</li>



<li>Multichannel strategy.</li>



<li>Budget allocation.</li>



<li>Performance measurement and analysis.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/manage-paid-media-budget-allocation-risk-scaling-446401"><strong><em>How to manage a paid media budget: Allocation, risk and scaling</em></strong></a></p>



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<h2 class="wp-block-heading" id="h-off-the-beaten-path-uncommon-platforms-for-b2bs">Off the beaten path: Uncommon platforms for B2Bs</h2>



<p>With a solid media plan in place, you’re in a great position to try something new, including some of the less mainstream platforms.&nbsp;&nbsp;</p>



<h3 class="wp-block-heading" id="h-reddit-ads">Reddit Ads</h3>



<p>On Reddit, users are not just aimlessly scrolling but actively seeking high-quality advice. </p>



<p>This presents a significant opportunity, as 68% of Redditors are not on LinkedIn, providing access to a large, unique audience.&nbsp;</p>



<p>The platform serves as an excellent research resource throughout the B2B buying process, allowing you to engage at every stage:</p>



<ul class="wp-block-list">
<li>Identifying the problem (awareness).</li>



<li>Exploring solutions (consideration).</li>



<li>Evaluating fit (research).</li>



<li>Confirming a shortlist (advocacy).</li>



<li>Offering community support through praise or critique (retention).</li>
</ul>



<p>To help you get started with advertising on Reddit, I’ve recently written an article detailing various ad formats. Here are a few quick tips to consider:</p>



<ul class="wp-block-list">
<li>Set up your pixel to see if your target audience is visiting your site and start building remarketing pools.</li>



<li>Find the right subreddits for your niche.</li>



<li>Concerned about ad placement? Review and understand Reddit’s different <a href="https://business.reddithelp.com/helpcenter/s/article/About-ad-inventory-types" target="_blank" rel="noopener">ad inventory options</a> to ensure your ads appear in the right spaces.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/reddit-ad-formats-446877"><strong><em>4 Reddit ad formats you need to know</em></strong></a></p>



<h3 class="wp-block-heading" id="h-youtube-ads">YouTube ads</h3>



<p>While it may seem unconventional for DTC or B2C marketers, many B2B companies struggle to leverage YouTube effectively.&nbsp;</p>



<p>YouTube’s strength is its ability to provide useful and relevant information about your services, guiding potential buyers through their decision-making process. </p>



<p>It also delivers content to users who aren’t actively searching, which is crucial since most buyers are often out of the market.</p>



<p>If you’re looking to test or expand your <a href="https://searchengineland.com/youtube-advertising-the-ultimate-guide-436845">YouTube advertising</a> efforts, here are some campaign types to consider:</p>



<ul class="wp-block-list">
<li>For reach, leverage video reach campaigns.</li>



<li>For brand consideration, use video view campaigns.</li>



<li>To engage and drive purchase consideration, opt for <a href="https://searchengineland.com/google-demand-gen-campaigns-migration-and-best-practices-433014">Demand Gen</a> campaigns (previously video action campaigns, which will be <a href="https://searchengineland.com/google-ads-to-upgrade-video-action-campaigns-to-demand-gen-in-2025-446250">phased out in Q2 2025</a>).</li>



<li>For conversions, Google recommends the tried-and-true power pairing of <a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a> and Search campaigns.</li>
</ul>



<h3 class="wp-block-heading" id="h-tiktok">TikTok</h3>



<p>We can’t ignore <a href="https://searchengineland.com/tiktok-seo-the-ultimate-guide-439795">TikTok</a>, one of the fastest-growing social platforms today.&nbsp;</p>



<p>The buying committee is becoming younger, with Millennials and Gen Z wielding significant decision-making and purchasing power. Notably, individuals aged 25 to 34 comprise nearly a quarter of TikTok users in the U.S. in 2024.</p>



<p>To help you get started on this platform, here are two easy steps to consider:</p>



<ul class="wp-block-list">
<li>Set up custom audiences to re-engage users who have previously visited your site.</li>



<li>Leverage <a href="https://searchengineland.com/tiktok-search-ads-campaign-launch-us-446927">TikTok search ads</a>. This is a major opportunity for B2B marketers. Now, advertisers can pay to appear in TikTok search results. While the intent here leans toward consideration, it’s a unique way to connect with key decision-makers.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/before-increasing-b2b-paid-media-investment-437492"><strong><em>6 areas to address before increasing B2B paid media investment</em></strong></a></p>



<h2 class="wp-block-heading" id="h-make-the-most-of-your-b2b-paid-media-plan">Make the most of your B2B paid media plan</h2>



<p>As B2B marketing continues to evolve, staying ahead means being open to fresh approaches and platforms.&nbsp;</p>



<p>Whether it’s leveraging untapped tools like Reddit, YouTube or TikTok or fine-tuning your strategy with a solid media plan, success comes from smart experimentation. The buyers you’re targeting and the ways to reach them are changing.&nbsp;</p>



<p>By embracing these new opportunities and staying agile, you’ll be better positioned to engage with your audience and meet your business goals.</p>



<h2 class="wp-block-heading" id="h-watch-maximizing-your-b2b-paid-media-roi-with-alternative-platforms">Watch: Maximizing your B2B paid media ROI with alternative platforms</h2>



<p>Here’s my full presentation from SMX Advanced.</p>



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In B2B marketing, simply sticking to traditional channels may limit your potential. 
As audiences diversify and new platforms emerge, expanding your media strategy can be a game-changer for engaging decision-makers where they spend time.
But how do you know which channels fit your strategy and whether they’ll resonate with your target audience?
This article discusses strategies to help you better understand your audience, develop a clear and effective media plan and explore some overlooked platforms that can give your B2B marketing a fresh edge.
First things first: Understanding your audience
It’s surprising how often people feel they lack the tools to understand their audience. Your CRM likely holds more valuable insights than you realize. It can help address three key challenges:
Data tied to your business: If properly recorded, your CRM tracks all interactions with your business – whether won, lost or disqualified – making it easy to identify trends and patterns.
Buying committee exploration: Are your marketing campaigns targeting the right people? Your CRM should include who is involved in sales and pipeline activities. This data helps confirm whether your targeting is reaching the right audience.
Understanding who seems qualified but isn’t: Did a company or account look like the perfect fit but ended up disqualified by sales? Are you seeing many accounts go through the disqualification process? Identify what these accounts have in common so you can adjust accordingly.
A few other tactics to better understand your audience include:
LinkedIn groups: There’s a LinkedIn group for whatever you’re selling. Look at the job titles and firmographics of the companies in that group. What are they discussing? What are their concerns and common pain points? The possibilities are endless.
LinkedIn Insight tag: Set up this tag to identify attributes like job titles, company names, company sizes and seniority based on the users landing on your website. You can also audit who’s visiting your blog versus your key pages, thus gathering a wealth of information.
Your competitors’ websites: Have you ever audited the industries and job titles your competitors highlight? Do they feature more case studies for certain verticals over others? This can offer valuable insights into their priorities for you to cross-reference.
Dig deeper: LinkedIn advertising: A comprehensive guide
Plan smart: How to build a basic media plan
A common mindset I often see is marketers wanting to be everywhere, believing they can effectively spread $2,000 across multiple channels. 
Unfortunately, this approach limits your ability to scale or achieve meaningful results. A focused media plan consolidates all your efforts, offering a clear view of each channel’s potential and helping you allocate your budget for maximum impact.
A successful media plan should include:
Target audience segmentation and identification.
Clear goals and objectives.
Multichannel strategy.
Budget allocation.
Performance measurement and analysis.
Dig deeper: How to manage a paid media budget: Allocation, risk and scaling

					
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See terms.
Off the beaten path: Uncommon platforms for B2Bs
With a solid media plan in place, you’re in a great position to try something new, including some of the less mainstream platforms.  
Reddit Ads
On Reddit, users are not just aimlessly scrolling but actively seeking high-quality advice. 
This presents a significant opportunity, as 68% of Redditors are not on LinkedIn, providing access to a large, unique audience. 
The platform serves as an excellent research resource throughout the B2B buying process, allowing you to engage at every stage:
Identifying the problem (awareness).
Exploring solutions (consideration).
Evaluating fit (research).
Confirming a shortlist (advocacy).
Offering community support through praise or critique (retention).
To help you get started with advertising on Reddit, I’ve recently written an article detailing various ad formats. Here are a few quick tips to consider:
Set up your pixel to see if your target audience is visiting your site and start building remarketing pools.
Find the right subreddits for your niche.
Concerned about ad placement? Review and understand Reddit’s different ad inventory options to ensure your ads appear in the right spaces.
Dig deeper: 4 Reddit ad formats you need to know
YouTube ads
While it may seem unconventional for DTC or B2C marketers, many B2B companies struggle to leverage YouTube effectively. 
YouTube’s strength is its ability to provide useful and relevant information about your services, guiding potential buyers through their decision-making process. 
It also delivers content to users who aren’t actively searching, which is crucial since most buyers are often out of the market.
If you’re looking to test or expand your YouTube advertising efforts, here are some campaign types to consider:
For reach, leverage video reach campaigns.
For brand consideration, use video view campaigns.
To engage and drive purchase consideration, opt for Demand Gen campaigns (previously video action campaigns, which will be phased out in Q2 2025).
For conversions, Google recommends the tried-and-true power pairing of Performance Max and Search campaigns.
TikTok
We can’t ignore TikTok, one of the fastest-growing social platforms today. 
The buying committee is becoming younger, with Millennials and Gen Z wielding significant decision-making and purchasing power. Notably, individuals aged 25 to 34 comprise nearly a quarter of TikTok users in the U.S. in 2024.
To help you get started on this platform, here are two easy steps to consider:
Set up custom audiences to re-engage users who have previously visited your site.
Leverage TikTok search ads. This is a major opportunity for B2B marketers. Now, advertisers can pay to appear in TikTok search results. While the intent here leans toward consideration, it’s a unique way to connect with key decision-makers.
Dig deeper: 6 areas to address before increasing B2B paid media investment
Make the most of your B2B paid media plan
As B2B marketing continues to evolve, staying ahead means being open to fresh approaches and platforms. 
Whether it’s leveraging untapped tools like Reddit, YouTube or TikTok or fine-tuning your strategy with a solid media plan, success comes from smart experimentation. The buyers you’re targeting and the ways to reach them are changing. 
By embracing these new opportunities and staying agile, you’ll be better positioned to engage with your audience and meet your business goals.
Watch: Maximizing your B2B paid media ROI with alternative platforms
Here’s my full presentation from SMX Advanced.

Reach your B2B audience in unexpected places. Use Reddit, YouTube and TikTok for paid media campaigns that drive real results.

Maximizing your B2B paid media ROI with alternative platforms

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google Merchant Center Next now allows merchants to use pre-existing Google Sheets as supplemental feeds.

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/SEL-Blog-4.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google Merchant Center Next resolved a previous limitation that prevented users from working with pre-prepared supplemental feeds in Google Sheets.</p>



<p>Merchants can now use existing Google Sheets for supplemental feeds, eliminating the previous requirement to create sheets from scratch or use alternative methods.</p>



<p><strong>Why we care.</strong> This will save time for ecommerce managers and merchants and allow continued use of existing spreadsheet templates. Plus, it simplifies the feed management process in Google Merchant Center.</p>



<p><strong>Big picture.</strong> Previously reported by industry observer Emmanuel Flossie on LinkedIn, the issue restricted merchants from leveraging pre-existing spreadsheets for their product feeds. <a href="https://www.linkedin.com/posts/feedarmy_finally-google-merchant-center-now-allows-activity-7256993194846892033-uNkV/?utm_source=share&amp;utm_medium=member_desktop" target="_blank" rel="noopener">The recent update</a> removes this technical constraint.</p>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/streamline-product-feeds-800x450.webp" alt="" class="wp-image-447946" srcset="https://searchengineland.com/wp-content/seloads/2024/11/streamline-product-feeds-800x450.webp 800w, https://searchengineland.com/wp-content/seloads/2024/11/streamline-product-feeds-600x338.webp 600w, https://searchengineland.com/wp-content/seloads/2024/11/streamline-product-feeds-200x113.webp 200w, https://searchengineland.com/wp-content/seloads/2024/11/streamline-product-feeds-768x432.webp 768w, https://searchengineland.com/wp-content/seloads/2024/11/streamline-product-feeds.webp 1280w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p>This isn&#8217;t the first time advertisers have had <a href="https://searchengineland.com/google-merchant-center-next-advertisers-not-happy-444179">issues with Merchant Center Next and supplemental feeds</a>. In July it wasn&#8217;t clear whether advertisers could use the supplemental feed and the solution for that was tedious. This solution makes the compatibility more straightforward.</p>



<p><strong>What&#8217;s next.</strong> Merchants using Google Merchant Center Next should review their current supplemental feed setup to take advantage of the new functionality.</p>


Google Merchant Center Next resolved a previous limitation that prevented users from working with pre-prepared supplemental feeds in Google Sheets.
Merchants can now use existing Google Sheets for supplemental feeds, eliminating the previous requirement to create sheets from scratch or use alternative methods.
Why we care. This will save time for ecommerce managers and merchants and allow continued use of existing spreadsheet templates. Plus, it simplifies the feed management process in Google Merchant Center.
Big picture. Previously reported by industry observer Emmanuel Flossie on LinkedIn, the issue restricted merchants from leveraging pre-existing spreadsheets for their product feeds. The recent update removes this technical constraint.




This isn’t the first time advertisers have had issues with Merchant Center Next and supplemental feeds. In July it wasn’t clear whether advertisers could use the supplemental feed and the solution for that was tedious. This solution makes the compatibility more straightforward.
What’s next. Merchants using Google Merchant Center Next should review their current supplemental feed setup to take advantage of the new functionality.

Google Merchant Center Next now allows merchants to use pre-existing Google Sheets as supplemental feeds.

Google fixes supplemental feed limitation in Merchant Center Next

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google said it is best practice to have all links present on both mobile and desktop versions.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/11/google-books-docs-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google added a new best practice in its crawl budget documentation to say it is best practice to ensure all links are present on the mobile version, as it is on your desktop version, if your page.  If you do not do this, the discovery of new pages can be slower if the mobile version does not include all the links that are currently available on the desktop version.</p>



<p><strong>What changed. </strong>Google added a new bullet point to <a href="https://developers.google.com/search/docs/crawling-indexing/large-site-managing-crawl-budget#updates">this section of the crawl budget documentation</a> page: </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#8220;If your site uses separate HTML for mobile and desktop versions, provide the same set of links on the mobile version as you have on the desktop version. If it&#8217;s not possible to provide the same set of links on the mobile version, ensure that they&#8217;re included in a&nbsp;<a href="https://developers.google.com/search/docs/crawling-indexing/sitemaps/overview">sitemap</a>&nbsp;file. Google only&nbsp;<a href="https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing">indexes the mobile version</a>&nbsp;of pages, and limiting the links shown there can slow down discovery of new pages.&#8221;</p>
</blockquote>



<p><strong>Why Google add this</strong>. Google wrote this to explain that if you do not do this, it can slow the crawl of your mobile pages. Google wrote:</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#8220;For large websites with separate HTML on mobile and desktop versions, the discovery of new pages can be slower if the mobile version does not include all the links that are present on the desktop version.&#8221;</p>
</blockquote>



<p><strong>Why we care. </strong>If you large site uses both a mobile and desktop version of the site and the links on some of those pages do not match, it can cause discovery issues for your new content.  If you want to ensure everything is optimal and the speed of crawl is fine, make sure to have the content on those pages to be the same, including the links.  You can always go with a responsive design to simply this in the future.</p>


Google added a new best practice in its crawl budget documentation to say it is best practice to ensure all links are present on the mobile version, as it is on your desktop version, if your page.  If you do not do this, the discovery of new pages can be slower if the mobile version does not include all the links that are currently available on the desktop version.
What changed. Google added a new bullet point to this section of the crawl budget documentation page: 
“If your site uses separate HTML for mobile and desktop versions, provide the same set of links on the mobile version as you have on the desktop version. If it’s not possible to provide the same set of links on the mobile version, ensure that they’re included in a sitemap file. Google only indexes the mobile version of pages, and limiting the links shown there can slow down discovery of new pages.”
Why Google add this. Google wrote this to explain that if you do not do this, it can slow the crawl of your mobile pages. Google wrote:
“For large websites with separate HTML on mobile and desktop versions, the discovery of new pages can be slower if the mobile version does not include all the links that are present on the desktop version.”
Why we care. If you large site uses both a mobile and desktop version of the site and the links on some of those pages do not match, it can cause discovery issues for your new content.  If you want to ensure everything is optimal and the speed of crawl is fine, make sure to have the content on those pages to be the same, including the links.  You can always go with a responsive design to simply this in the future.

Google said it is best practice to have all links present on both mobile and desktop versions.

Google updates crawl budget docs for large sites with differing mobile and desktop pages and links

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-800x450.png" class="attachment-large size-large wp-post-image" alt="How to pick the right Google Business Profile categories" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Choose effective primary and secondary GBP categories to improve your search rankings and connect with more local customers.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-800x450.png" class="attachment-large size-large wp-post-image" alt="How to pick the right Google Business Profile categories" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/11/How-to-pick-the-right-Google-Business-Profile-categories.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Categories on your Google Business Profile (GBP) are among the <a href="https://searchengineland.com/2023-survey-local-search-ranking-factors-394839">top factors for local search rankings</a>. </p>



<p>It&#8217;s essential to choose the right primary and secondary categories to ensure your business appears in relevant searches. </p>



<p>If you&#8217;re unsure how to select the best categories for your GBP, this article will guide you through the process.</p>



<h2 class="wp-block-heading" id="h-how-to-choose-the-best-primary-category-for-gbp">How to choose the best primary category for GBP</h2>



<p>Choosing the right primary category for your business isn’t always straightforward.&nbsp;</p>



<p>The many relevant options in industries like dentistry or HVAC can make selecting the best fit challenging.</p>



<p>Since the primary category has the most impact on ranking your Google Business Profile for relevant searches, it’s essential to identify the optimal choice.</p>



<p>This process becomes much easier if you have access to Places Scout – a local rank-tracking tool with a GBP category selection feature.&nbsp;</p>



<p>Run a report for your top keywords, go to the <em>Leads</em> section, create a LeadGen Report, and click on <em>Category Analysis</em> to view the primary categories competitors are using successfully.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="788" height="831" src="https://searchengineland.com/wp-content/seloads/2024/11/Places-Scout.png" alt="Places Scout" class="wp-image-447901" srcset="https://searchengineland.com/wp-content/seloads/2024/11/Places-Scout.png 788w, https://searchengineland.com/wp-content/seloads/2024/11/Places-Scout-321x338.png 321w, https://searchengineland.com/wp-content/seloads/2024/11/Places-Scout-569x600.png 569w, https://searchengineland.com/wp-content/seloads/2024/11/Places-Scout-107x113.png 107w, https://searchengineland.com/wp-content/seloads/2024/11/Places-Scout-768x810.png 768w" sizes="(max-width: 788px) 100vw, 788px" /></figure></div>


<p>Now, you can see a list of all the categories the competitors ranking for your top keywords are using on their listings.</p>



<p>Alternatively, you can download a free extension from PlePer. When you click on a GBP listing, the extension will pop up a ton of info about the listing, including all the categories they use.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="363" height="614" src="https://searchengineland.com/wp-content/seloads/2024/11/PlePer-Chrome-extension-showing-GBP-categories.png" alt="PlePer - Chrome extension showing GBP categories" class="wp-image-447902" srcset="https://searchengineland.com/wp-content/seloads/2024/11/PlePer-Chrome-extension-showing-GBP-categories.png 363w, https://searchengineland.com/wp-content/seloads/2024/11/PlePer-Chrome-extension-showing-GBP-categories-200x338.png 200w, https://searchengineland.com/wp-content/seloads/2024/11/PlePer-Chrome-extension-showing-GBP-categories-355x600.png 355w, https://searchengineland.com/wp-content/seloads/2024/11/PlePer-Chrome-extension-showing-GBP-categories-67x113.png 67w" sizes="(max-width: 363px) 100vw, 363px" /></figure></div>


<p>The first category on the list is the primary category. Look at all the top competing listings in your area and note the primary categories they are using.</p>



<p>Once you know the primary categories the competition uses most often, you can decide which primary category is best for your listing.</p>



<p>Test different primary categories to see which provides the best ranking boosts for your top keywords. Just don’t change the categories too often.</p>



<p>Wait a few weeks after a category change to assess rankings and change the category again if necessary.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/google-business-profile-frequently-asked-questions-446555"><strong><em>6 Google Business Profile questions asked and answered</em></strong></a></p>



<h2 class="wp-block-heading" id="h-gbp-secondary-category-optimization">GBP secondary category optimization</h2>



<p>Although the primary category may be the most important in terms of the ranking value it provides, your listing can have nine secondary category spots.&nbsp;</p>



<p>I typically recommend filling all nine secondary slots with relevant categories&nbsp;whenever possible.&nbsp;</p>



<p>You can use the same tools I mentioned above to find the most relevant secondary categories. You can also try Jepto’s Google Business Profile Discovery tool to help you find more relevant categories.</p>



<p>Google constantly changes, removes and adds new categories to GBP. Make sure to check monthly or quarterly for additional relevant categories you may want to add to your listing.&nbsp;</p>



<p>Also, keep in mind that categories can have different names depending on where in the world you are located.</p>



<p>For example, in Australia they have a category for “tradesmen” that is not offered in the U.S. or Canada.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="316" height="262" src="https://searchengineland.com/wp-content/seloads/2024/11/GBP-category-Tradesmen.png" alt="GBP category - Tradesmen" class="wp-image-447903" srcset="https://searchengineland.com/wp-content/seloads/2024/11/GBP-category-Tradesmen.png 316w, https://searchengineland.com/wp-content/seloads/2024/11/GBP-category-Tradesmen-136x113.png 136w" sizes="(max-width: 316px) 100vw, 316px" /></figure></div>


<p>If you are working with a global business, it’s important to ensure you add the most relevant categories based on the region.</p>



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<h2 class="wp-block-heading" id="h-predefined-services">Predefined services</h2>



<p>Another major benefit to adding secondary categories is that under each category, there is an option to select <a href="https://searchengineland.com/google-business-profile-pre-defined-services-local-seo-427538">pre-defined services</a>.&nbsp;</p>



<p>Pre-defined services can help boost rankings a bit, so as you are adding secondary categories, make sure to click on each one and check off all relevant services.</p>



<p>The categories “Contractor” and “Handyman/Handywoman/Handyperson” are extremely similar, but they have some unique services under each.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="688" height="718" src="https://searchengineland.com/wp-content/seloads/2024/11/GBP-Contractor-category.png" alt="GBP - Contractor category" class="wp-image-447904" srcset="https://searchengineland.com/wp-content/seloads/2024/11/GBP-Contractor-category.png 688w, https://searchengineland.com/wp-content/seloads/2024/11/GBP-Contractor-category-324x338.png 324w, https://searchengineland.com/wp-content/seloads/2024/11/GBP-Contractor-category-575x600.png 575w, https://searchengineland.com/wp-content/seloads/2024/11/GBP-Contractor-category-108x113.png 108w" sizes="(max-width: 688px) 100vw, 688px" /></figure></div>

<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="679" height="486" src="https://searchengineland.com/wp-content/seloads/2024/11/GBP-Handyperson-category.png" alt="GBP - Handyperson category" class="wp-image-447905" srcset="https://searchengineland.com/wp-content/seloads/2024/11/GBP-Handyperson-category.png 679w, https://searchengineland.com/wp-content/seloads/2024/11/GBP-Handyperson-category-472x338.png 472w, https://searchengineland.com/wp-content/seloads/2024/11/GBP-Handyperson-category-158x113.png 158w" sizes="(max-width: 679px) 100vw, 679px" /></figure></div>


<p>Jepto’s Google Business Profile Discovery tool can also help here, as it will tell you all the services associated with each category.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/boost-local-seo-efforts-tips-431093"><strong><em>5 top tips to boost your local SEO efforts</em></strong></a></p>



<h2 class="wp-block-heading" id="h-can-you-switch-the-primary-category-depending-on-the-season-nbsp">Can you switch the primary category depending on the season?&nbsp;</h2>



<p>Absolutely! This is a vital strategy for seasonal businesses like HVAC, lawn care, farms and more.&nbsp;</p>



<p>Adjusting the primary category to match seasonal demand allows these businesses to optimize their visibility for relevant searches year-round.</p>



<p>If you&#8217;re in the HVAC industry, make sure to switch your GBP category from “air conditioning repair service” to “furnace repair service” at least a few weeks before the cold weather hits.&nbsp;</p>



<p>This ensures Google has time to reassess your business profile and rank it for furnace and heating terms.</p>



<p>Many other industries also benefit from this strategy. For example, a lawn care business that does snow removal in the winter will want to switch its primary category from “lawn care” to “snow removal service” a few weeks before the first snowfall hits.&nbsp;</p>



<p>Suppose your business operates a haunted house during the fall. In that case, there’s a specific category for that, which can boost your profile’s relevance and give you a competitive edge in “haunted house near me” searches.&nbsp;</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="688" height="257" src="https://searchengineland.com/wp-content/seloads/2024/11/Haunted-house-near-me.png" alt="Haunted house near me" class="wp-image-447906" srcset="https://searchengineland.com/wp-content/seloads/2024/11/Haunted-house-near-me.png 688w, https://searchengineland.com/wp-content/seloads/2024/11/Haunted-house-near-me-600x224.png 600w, https://searchengineland.com/wp-content/seloads/2024/11/Haunted-house-near-me-200x75.png 200w" sizes="(max-width: 688px) 100vw, 688px" /></figure></div>


<p>Once the Halloween season ends, you can easily switch to a more relevant category for the winter months to maintain visibility for your core services.</p>



<h2 class="wp-block-heading" id="h-avoid-the-local-filter-with-strategic-category-tactics">Avoid the local filter with strategic category tactics</h2>



<p>If you have multiple listings verified at the same address, such as a practitioner or department listing, it’s crucial to carefully select categories for each.</p>



<p>Overlapping categories can trigger Google’s local filter, reducing your visibility. To avoid this, ensure that each listing at the same address has distinct categories.</p>



<p>For example, a dental clinic with both a main office listing and a practitioner listing should assign unique categories to each.</p>



<p>The main office might use “dentist,” while the practitioner listing could use “emergency dentist” or “pediatric dentist.”</p>



<p>You need to confirm using local rank tracking grids that the listings are not actually filtering each other. Even if they have separate categories, this filtering can still happen if the categories are too similar.</p>



<p>If you see an irregular pattern with inverted pins (like the one below), the local filter is likely at work.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1488" height="893" src="https://searchengineland.com/wp-content/seloads/2024/11/Googles-local-filter-at-work.png" alt="Google's local filter at work" class="wp-image-447907" srcset="https://searchengineland.com/wp-content/seloads/2024/11/Googles-local-filter-at-work.png 1488w, https://searchengineland.com/wp-content/seloads/2024/11/Googles-local-filter-at-work-563x338.png 563w, https://searchengineland.com/wp-content/seloads/2024/11/Googles-local-filter-at-work-800x480.png 800w, https://searchengineland.com/wp-content/seloads/2024/11/Googles-local-filter-at-work-188x113.png 188w, https://searchengineland.com/wp-content/seloads/2024/11/Googles-local-filter-at-work-768x461.png 768w" sizes="(max-width: 1488px) 100vw, 1488px" /></figure></div>


<p>You can also use category optimization to get your listing unfiltered if you are being filtered by nearby business listings you don’t have control over.&nbsp;</p>



<p>For example, realtors tend to have major issues with the local filter when many individual realtor listings are verified to the same broker’s address.&nbsp;</p>



<p>If you&#8217;re in a position like this, try changing your primary category to something none of the other listings use.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/local-seo-tools-you-should-use-444604"><strong><em>11 local SEO tools you should be using</em></strong></a></p>

Categories on your Google Business Profile (GBP) are among the top factors for local search rankings. 
It’s essential to choose the right primary and secondary categories to ensure your business appears in relevant searches. 
If you’re unsure how to select the best categories for your GBP, this article will guide you through the process.
How to choose the best primary category for GBP
Choosing the right primary category for your business isn’t always straightforward. 
The many relevant options in industries like dentistry or HVAC can make selecting the best fit challenging.
Since the primary category has the most impact on ranking your Google Business Profile for relevant searches, it’s essential to identify the optimal choice.
This process becomes much easier if you have access to Places Scout – a local rank-tracking tool with a GBP category selection feature. 
Run a report for your top keywords, go to the Leads section, create a LeadGen Report, and click on Category Analysis to view the primary categories competitors are using successfully.

Now, you can see a list of all the categories the competitors ranking for your top keywords are using on their listings.
Alternatively, you can download a free extension from PlePer. When you click on a GBP listing, the extension will pop up a ton of info about the listing, including all the categories they use.

The first category on the list is the primary category. Look at all the top competing listings in your area and note the primary categories they are using.
Once you know the primary categories the competition uses most often, you can decide which primary category is best for your listing.
Test different primary categories to see which provides the best ranking boosts for your top keywords. Just don’t change the categories too often.
Wait a few weeks after a category change to assess rankings and change the category again if necessary.
Dig deeper: 6 Google Business Profile questions asked and answered
GBP secondary category optimization
Although the primary category may be the most important in terms of the ranking value it provides, your listing can have nine secondary category spots. 
I typically recommend filling all nine secondary slots with relevant categories whenever possible. 
You can use the same tools I mentioned above to find the most relevant secondary categories. You can also try Jepto’s Google Business Profile Discovery tool to help you find more relevant categories.
Google constantly changes, removes and adds new categories to GBP. Make sure to check monthly or quarterly for additional relevant categories you may want to add to your listing. 
Also, keep in mind that categories can have different names depending on where in the world you are located.
For example, in Australia they have a category for “tradesmen” that is not offered in the U.S. or Canada.

If you are working with a global business, it’s important to ensure you add the most relevant categories based on the region.

					
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Predefined services
Another major benefit to adding secondary categories is that under each category, there is an option to select pre-defined services. 
Pre-defined services can help boost rankings a bit, so as you are adding secondary categories, make sure to click on each one and check off all relevant services.
The categories “Contractor” and “Handyman/Handywoman/Handyperson” are extremely similar, but they have some unique services under each.


Jepto’s Google Business Profile Discovery tool can also help here, as it will tell you all the services associated with each category.
Dig deeper: 5 top tips to boost your local SEO efforts
Can you switch the primary category depending on the season? 
Absolutely! This is a vital strategy for seasonal businesses like HVAC, lawn care, farms and more. 
Adjusting the primary category to match seasonal demand allows these businesses to optimize their visibility for relevant searches year-round.
If you’re in the HVAC industry, make sure to switch your GBP category from “air conditioning repair service” to “furnace repair service” at least a few weeks before the cold weather hits. 
This ensures Google has time to reassess your business profile and rank it for furnace and heating terms.
Many other industries also benefit from this strategy. For example, a lawn care business that does snow removal in the winter will want to switch its primary category from “lawn care” to “snow removal service” a few weeks before the first snowfall hits. 
Suppose your business operates a haunted house during the fall. In that case, there’s a specific category for that, which can boost your profile’s relevance and give you a competitive edge in “haunted house near me” searches. 

Once the Halloween season ends, you can easily switch to a more relevant category for the winter months to maintain visibility for your core services.
Avoid the local filter with strategic category tactics
If you have multiple listings verified at the same address, such as a practitioner or department listing, it’s crucial to carefully select categories for each.
Overlapping categories can trigger Google’s local filter, reducing your visibility. To avoid this, ensure that each listing at the same address has distinct categories.
For example, a dental clinic with both a main office listing and a practitioner listing should assign unique categories to each.
The main office might use “dentist,” while the practitioner listing could use “emergency dentist” or “pediatric dentist.”
You need to confirm using local rank tracking grids that the listings are not actually filtering each other. Even if they have separate categories, this filtering can still happen if the categories are too similar.
If you see an irregular pattern with inverted pins (like the one below), the local filter is likely at work.

You can also use category optimization to get your listing unfiltered if you are being filtered by nearby business listings you don’t have control over. 
For example, realtors tend to have major issues with the local filter when many individual realtor listings are verified to the same broker’s address. 
If you’re in a position like this, try changing your primary category to something none of the other listings use.
Dig deeper: 11 local SEO tools you should be using

Choose effective primary and secondary GBP categories to improve your search rankings and connect with more local customers.

How to pick the right Google Business Profile categories

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Looking to take the next step in your search marketing career? 
Below, you’ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we’ve shared in previous weeks that are still open. 
Newest jobs in SEO, PPC and digital marketing
SEO Specialist, Rival Digital (Remote)
Salary: $60,000 – $75,000
Constantly identifying long-term goals for all clients and creating plans to achieve these goals effectively
Developing thorough SEO strategies that focus on the client’s objectives and opportunities
Principal SEO Advisor, New Media Advisors (Remote)
Salary: $100,000 – $125,000
Develop High-Level Strategies: Craft, implement, and refine comprehensive SEO and content strategies that align with client goals, driving measurable growth and impact.
Lead Client Consultations: Function as a lead advisor to clients, managing relationships, conducting in-depth needs assessments, and presenting actionable insights and strategic recommendations.
SEO Manager, 85SIXTY (Remote)
Salary: $70,000 – $90,000
Drive Client Growth: Lead and manage the growth of your clients’ SEO programs through detailed audits, strategies, and execution of proven SEO tactics.
Client Strategy Leadership: Serve as the strategic lead for your clients, guiding them toward their goals with a balance of data-driven decision-making, creativity, and innovative SEO approaches.
SEO Account Manager, Portland SEO Growth Partners (Remote)
Salary: $52,000
Communicate via email with clients to update them on project status, how things are going, and to get a “peek behind the curtain” to see how our work is impacting their business.
Have strong SEO knowledge so that you can “speak the lingo” with clients and explain why we’re implementing the strategy that we’re doing, why it’s valuable for their business, etc.
SEO Content Manager, North Star Inbound (Remote)
Salary: $70,000 – $85,000
Conduct keyword research to inform client strategy
Ideate creative content ideas based on research of industry trends, keywords, competitor analysis, and trending topics.
Paid Search Manager, Google Led Growth, Hello Fresh (New York, NY)
Salary: $97,500 – $130,000
Serve as the primary point of contact for internal and external teams, overseeing all aspects of campaign management, budgeting, and weekly optimization (including Google and Bing across text search, Display, YouTube, PMAX, Shopping, and App Install)
Manage internal/external junior team members on daily campaign management and conduct QA process.
Paid Media Manager, Compulse (Hybrid, Hunt Valley, MD)
Salary: $93,000 – $103,000
Responsible for strategic input and oversight across paid media portfolio of accounts to drive success
Provide guidance and recommendations to US-based and offshore search teams and assist in the execution of campaign launches, implement automated bid strategies, and general optimizations
Paid Media Manager (B2B & B2C), Crunchbase (Remote)
Salary: $110,500 – $130,000
Campaign Management: Oversee the entire ad creation process, from creative brainstorming and audience targeting to agency direction and campaign launch.
Budget & Performance Metrics: Monitor spend and performance to ensure ROAS goals are met and leads convert efficiently throughout the customer journey.
Performance Marketing Manager, GoPuff (Philadelphia, PA)
Salary: $100,000 – $150,000
Develop and Execute Acquisition Strategies: Design and implement comprehensive paid media campaigns across key channels including Google, Apple Search and Affiliates
Optimize Media Performance: Continuously monitor and analyze campaign performance, making data-driven decisions to optimize for key KPIs such as CAC (Customer Acquisition Cost) and ROAS (Return on Ad Spend)
Manager, Paid Media (Hybrid), Apria (San Diego, CA)
Salary: $125,000 – $160,000
Develop and execute comprehensive paid media strategies aligned with business objectives across 4 distinct brands (Lofta, ApriaDirect, ApriaHome, and ByramBaby)
Oversee campaign performance and identify optimization opportunities
More SEO jobs
SEO Specialist, MMP Associates, Inc (Remote)
Salary: $60,000
Conduct research and prepare reports for potential new clients.
Analyze competitive landscapes and identify opportunities for improvement.
SEO Content Marketing Manager, NoGood (Remote)
Salary: $80,000 – $100,000
Drive content marketing initiatives for NoGood as well as NoGood’s partners.
Liaison with Product and Marketing teams to ensure all technical SEO best practices are implemented for NoGood and each of our clients.
SEO Manager, Level (Remote) 
Salary: $65,000 – $85,000
You’ll conduct thorough industry research and keyword analysis to create tailored SEO strategies that align with client objectives.
You’ll work closely with internal teams, such as creative and development, and clients to ensure SEO efforts align with broader marketing strategies.
Search Engine Optimization Director, Red Ventures (Hybrid, New York, NY)
Salary: $130,000 – $210,000
Own the organic performance of one (or more) of Bankrate’s vertical businesses and lead a team of 1-5 growth marketing analysts with varying experience levels.
Analyze organic search landscapes to find opportunities that drive valuable traffic and bottom-line value for the business in collaboration with our experience and business teams.
Technical SEO Manager, Growth Plays (Remote)
Salary: $75,000 – $100,000
You will own audits, domain and CMS migrations, and reporting build outs.
You will be tapped by account managers when technical SEO arise that are complex and need further investigation.
Sr. Paid Media/SEO Manager, Aviatrix (Remote)
Salary: $148,000 – $184,000
Provide weekly, monthly, and quarterly reports focused on Paid and SEO growth
Manage paid media / SEO agency day-to-day relationships and support contract negotiations
SEO Manager, Equinix (Dallas, TX)
Salary: $111,000 – $185,000
The candidate should possess a strong understanding of search engine algorithms, keyword research, on-page and off-page optimization techniques, link building strategies, and SEO tools.
The candidate should understand the value of research and reporting in SEO and be well versed in site audits and data analysis to guide decision making. 
SEO Strategist, Go Fish Digital (Remote)
Salary: $70,000 – $100,000
Oversee tactical work and execute strategy for technical and on-page deliverables around the client’s goals (pivot strategy when needed)
Create in-depth reports that paint the story of the results
SEO Manager, Apartment List (San Francisco, CA)
Salary: $125,000 – $168,000
Consistently analyze and monitor performance, identifying trends, and developing data-driven insights to guide decision-making and strategy adjustments
Provide regular updates, reporting, and presentations with the broader team and serve as the resident expert in all things SEO
SEO Manager. Equinix, (Dallas, TX)
Salary: $111,000 – $185,000
Strong understanding of search engine algorithms, keyword research, on-page and off-page optimization techniques, link building strategies, and SEO tools.
The candidate should understand the value of research and reporting in SEO and be well versed in site audits and data analysis to guide decision making.
SEO Content Manager, Black & White Zebra (Remote)
Salary: $70,000 – $110,000
Meticulously plan and prioritize the cluster development for specific publications
Develop, execute and map keyword plans for those clusters that map to our internal customer journeys
Director, SEO (Team Lead), Growth Plays (Remote)
Salary: $105,00 – $140,000
This role is ideal for a well rounded and experienced people manager with deep expertise in agency services, SEO, and project management.
You will report directly to the CEO and manage several direct reports.
SEO Manager, Apartment List, (Remote)
Salary: $108,000 – $140,000
Consistently analyze and monitor performance, identifying trends, and developing data-driven insights to guide decision-making and strategy adjustments
Provide regular updates, reporting, and presentations with the broader team and serve as the resident expert in all things SEO
SEO Manager, Zocdoc, (New York, NY)
Salary: $100,000 – $145,000
Leading a continuous process to identify product, content, UX, and technical SEO projects to grow Zocdoc’s organic search audience.
Conducting audits and research to pinpoint growth opportunities.
SEO Content Strategist, Sagapixel (Hybrid, Cherry hill, NJ)
Salary: $60,000 – $70,000
We’re looking for someone with a solid background in content strategy and on-page SEO who really knows their way around GSC.
You’ll be producing briefs for new content, revising existing content, performing on-page entity optimization, and making sure we’re achieving goals.
SEO Manager, Charlie Heath (Hybrid, New York, NY)
Salary: £103,000 – $143,000
Set and execute our overall SEO strategy, including identifying our target topics and keywords and prioritizing our SEO tactics to achieve our goals
Partner closely with our Content team in the creation and optimization of our blog and web content
SEO Manager, Apartment List (Remote)
Salary: $108,000 – $140,000
Consistently analyze and monitor performance, identifying trends, and developing data-driven insights to guide decision-making and strategy adjustments
Provide regular updates, reporting, and presentations with the broader team and serve as the resident expert in all things SEO
Senior SEO Strategist, Array Digital (Remote)
Salary: $65,000 – $75,000
Constantly identifying long-term goals for all clients and creating plans to effectively achieve these goals.
Developing thorough SEO strategies that focus on the client’s objectives and opportunities.
Senior SEO Strategist, Webify (Remote)
Salary: $70,000 – $90,000
Client strategy planning and prioritizing, including: technical roadmap, content strategy, clients’ competitive landscape, link building/data-oriented PR, product/features – including building specs
Client engagement growth and extension
SEO Manager, Zocdoc (New York, NY)
Salary: $100,000 – $145,000
Leading a continuous process to identify product, content, UX, and technical SEO projects to grow Zocdoc’s organic search audience
Conducting audits and research to pinpoint growth opportunities
More PPC jobs
Paid Media Lead, Intelletec,(Santa Monica, CA)
Salary: $100,000 – $130,000
Build new campaigns and optimize existing campaigns in Meta, TikTok, Pinterest, Snapchat, and other paid channels
Optimize campaign performance and coordinate new campaign
Manager, Paid Search, Gap (San Francisco Bay Area, CA)
Salary: $112,100 – $148,500
Manage day-to-day Paid Search activation and execution, acting as the main point of contact with Media Agency resources dedicated to Paid Search
Partner closely with search partners and agency to deliver business goals including but not limited to maximizing incremental demand and return on ad spend and improving efficiencies
Manager, Paid Media, WSJ (New York, NY)
Salary: $95,000 – $120,000
Create an effective strategic framework across paid media channels including Google (Google Ads and DV360), Bing, Facebook, Instagram, Twitter, TikTok, Snapchat, etc.
Optimize US, International, and App strategies for each channel to improve performance and ensure the KPI goals are met.
Paid Search Associate, TorchLight Hire (Remote)
Salary: $80,000 – $90,000
Lead strategy and execution of SEM campaigns, including the day-to-day management of writing ads, evaluating keywords, optimizing performance, and pacing spend.
Collaborate with clients on campaign strategy, key objectives and KPIs, forecasting, and campaign infrastructure pre-planning.
Google PPC Expert, Commerce Pundith (Duluth, GA)
Salary: $60,000 – $90,000
PPC Campaign Management: Create, manage, and optimize Google Ads campaigns to achieve client objectives
Keyword Research: Conduct thorough keyword research and selection for campaigns
Paid Media Manager (SEM/PPC), YPM (Irvine, CA)
Salary: $90,000 – $100,000
Build, launch, manage and optimize across multiple paid digital channels / search engine platforms media plans (Google, Bing, etc.) in varying verticals.
Develop and maintain strong, key relationships with clients/brands; communicate with clients and respective Google reps on strategic direction of PPC campaign initiatives, identifying key findings and recommendations
Paid Advertising Lead (FBA, Paid Search, Paid Social), Zappos Family of Companies (Las Vegas, NV)
Salary: $126,500 – $144,000
Develop and implement comprehensive paid advertising strategies to drive traffic, conversions, and revenue growth.
Manage and optimize campaigns across multiple channels, including Google Ads, Facebook Ads, Instagram, YouTube, and programmatic platforms.
Paid Media Manager, Creative Circle (Hybrid, Miami, FL)
Salary: $60,000 – $75,000
Ensuring agencies are performing effectively and meeting all campaign objectives-Handling daily tracking and optimization of paid media campaigns on Google Ads, Meta Ads, and Amazon – Developing and implementing strategies to improve performance across all platform
Monitoring campaign performance, analyzing results, and provide insights to improve efficiency. Using tools like Google Analytics and Meta Business Manager to generate reports
Performance Marketing Manager, Zealthy, (New York, NY)
Salary: Up to $140,000
Create and implement comprehensive paid search strategies to support the company’s marketing objectives and business goals
You will focus on all channels (new channels such as Snap, TV, streaming, etc. as well existing supporting existing channels such as Meta, etc.)
Manager, Paid Media (Hybrid), Apria, (Hybrid, San Diego, CA)
Salary: $125,000 – $160,000
Develop and execute comprehensive paid media strategies aligned with business objectives across 4 distinct brands (Lofta, ApriaDirect, ApriaHome, and ByramBaby)
Oversee campaign performance and identify optimization opportunities
Paid Search Manager, MoneyLion (New York, NY)
Salary: $90,000 – $120,000
Lead the development and execution of integrated SEM & ASO strategies to optimize direct response campaigns, retargeting, app stores and A/B testing of creatives and landing pages
Identify Budget and track pacing on weekly, monthly, quarterly goals.
Sr. Manager, Performance Marketing, CLEAR (Hybrid, New York, NY)
Salary: $120,000 – $150,000
Develop and implement comprehensive performance marketing strategies to achieve CLEAR’s business objectives.
Manage and optimize performance marketing campaigns across platforms such as Google Ads, Facebook Ads, LinkedIn, and others.
Director, Paid Search, Digital Matter (New York, NY)
Salary: $136,000 to $165,000 (annual)
Manage execution and performance of search, shopping, display, and video advertising campaigns through the full account management life cycle
Serve as the key player in kick-off meetings, client relationship management, ad-serving, tech stack implementation, campaign optimization, and quarterly business planning.
Other SEM and digital marketing jobs
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Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

The latest jobs in search marketing

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="SEO and meta descriptions: Everything you need to know in 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/SEO-and-meta-descriptions-Everything-you-need-to-know-in-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Best practices, key strategies and insights on using meta descriptions to enhance search visibility, user engagement and site performance.


Meta descriptions are crucial in shaping how search engines and users perceive your content. 
While meta descriptions don’t directly impact search rankings, they can significantly influence user engagement, click-through rates (CTR) and, ultimately, a site’s SEO performance. 
Meta descriptions are often the first interaction potential visitors have with a website, making it essential to create informative and enticing descriptions. 
Just as you would carefully choose words when introducing yourself at a networking event, the same attention should be given to crafting your meta descriptions.
As search engines continue to prioritize user experience, particularly with the rapid advancements in AI and semantic search, 2025 marks an ideal time to give meta descriptions the attention they deserve. 
A well-crafted meta description can be the deciding factor that drives clicks to your site instead of your competition. 
This article covers everything you need to know about meta descriptions in 2025, including:
How to write them effectively.
Common pitfalls to avoid.
The key trends shaping metadata’s role in SEO strategy.
What is a meta description?
Let’s start with on-page SEO basics. 
Metadata refers to the snippets of information that provide context to a webpage’s content. It helps search engines understand what a page is about, assisting in indexing and improving search result relevance.
Your meta description is one of these elements. It isn’t visible on the content page itself, but it could be visible in the search results as a search snippet.
Although meta descriptions are not a direct ranking factor, they significantly encourage users to click on a result. 
A good meta description should be concise (around 150-160 characters), informative and compelling, making it clear what the user can expect from the page. 
It should spark curiosity and provide a reason to click, indirectly benefiting SEO by improving CTR.
Search engines like Google monitor how users interact with search results. If your meta description is enticing enough to generate clicks, it signals to the search engine that your page is relevant and engaging, potentially improving its ranking indirectly.
With advancements in semantic search algorithms, meta descriptions must convey context, not just keywords. 
Implementing structured data (like schema markup) further helps search engines understand the content’s meaning, linking it to broader concepts or entities. This can help improve rankings for long-tail or voice search queries.
Best practices for writing meta descriptions
Metadata plays a pivotal role in SEO, user engagement and your website’s overall visibility. 
While it may seem like a small detail in the grander scheme of SEO, well-optimized metadata can make a significant difference in:
Attracting clicks.
Providing context to search engines.
Enhancing your site’s overall user experience. 
Let’s take a deep dive into the best practices for writing effective meta descriptions.
Optimal length
The ideal length for a meta description is around 150-160 characters. Any longer and Google may truncate it.
Although Google sometimes rewrites descriptions based on the search query, keeping yours within this limit ensures more control over how your page is presented.
Address user intent
A good meta description should clearly address the intent behind the user’s search query. 
Consider what the user is looking for and how your page can solve or answer that problem. This helps increase relevance and the likelihood of a click.
Incorporate keywords naturally
While keywords in the meta description don’t directly affect rankings, they will be bolded in SERPs when they match the user’s search query. 
This bolding can make your listing stand out, so it’s a good idea to include relevant keywords without overstuffing.
Encourage action
A meta description can include a soft call to action. Phrases like “Learn more,” “Find out how” or “Get started today” can gently encourage users to click your link.
Spark curiosity
Leaving a bit of mystery can pique curiosity and encourage users to click. 
For example, hint at the information they’ll find on your page instead of explaining everything in your meta description. This tactic is particularly effective for informational searches.
Dynamic meta descriptions for ecommerce
For large sites like ecommerce platforms, manually writing unique meta descriptions for every product can be challenging. 
In such cases, dynamic meta descriptions that pull key information such as product names, categories and prices can be useful. However, ensure these are still readable and make sense to users.
Use schema markup for rich snippets
Although not strictly metadata, structured data (schema markup) can enhance your metadata by providing additional context to search engines.
Implementing schema can result in rich snippets, such as product reviews or recipe cards, which can improve your listing’s visibility in SERPs.
Test and tweak regularly
Optimizing metadata is not a one-time task. Over time, as user behavior and search algorithms evolve, so should your metadata. 
Regularly review your pages’ performance, tweak the metadata as needed, and A/B test different versions to see what works best for your audience.
Things to avoid when writing meta descriptions
Several common mistakes can undermine your efforts in writing compelling meta descriptions. Here are the key things to avoid when optimizing for search engines and users.
Keyword stuffing
While cramming as many keywords as possible into your meta description may be tempting, this is a major mistake. 
It can harm your performance rather than improve it. Moreover, keyword-stuffed content tends to read poorly, leading to lower user engagement and click-through rates. ​
Vague or misleading
Your meta description should clearly reflect the content of the page. 
Misleading or vague information might increase clicks initially, but it can lead to low engagement rates when users realize the content doesn’t match their expectations. 
This mismatch hurts your SEO in the long run, as search engines track how quickly users leave your page.
Duplicating descriptions across pages
Using the same meta description across multiple pages dilutes the effectiveness of your metadata. 
Every page on your site should have unique metadata that accurately reflects the content of that specific page.
Duplicate metadata can confuse search engines and negatively impact your SEO, as it reduces the perceived uniqueness and relevance of your pages​.
Overly long descriptions
Google typically shortens meta descriptions longer than 160 characters, which can result in important information being “cut off,” reducing the clarity and appeal of your listing.
Keeping descriptions within recommended character limits ensures that users can see the entire message in search results​.
Ignoring voice search 
As more users rely on mobile devices and voice search, it’s essential to optimize for these formats. 
Avoid overly complex or technical language and aim for a conversational tone that matches the more natural, query-based language of voice search​.
Not incorporating user intent
Your meta descriptions should be designed with the searcher’s intent in mind. Failing to match user intent can result in fewer clicks or mismatched traffic. 
For example, if your page addresses informational queries, the meta description should reflect that by providing clarity and inviting the user to learn more. 
Ignoring user intent means your page is less likely to resonate with the target audience​.
Relying solely on keywords
Search engines now place a strong emphasis on context and intent rather than just keywords. 
Avoid focusing exclusively on keywords without considering the overall relevance to the page’s content and the user’s search query. You should provide value and context, not just keyword signals​.
Forgetting to update meta descriptions
Your meta descriptions should evolve as your content changes and as SEO best practices are updated. 
Failing to update them, especially on older content, can result in outdated information, which affects user experience and, therefore, search engine ranking. 
Regularly auditing and refreshing your descriptions as you update content across a website helps keep them relevant and effective.​

					
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Google re-writing your meta descriptions 
If you follow all these tips and avoid the pitfalls, you should always see your carefully crafted meta description in the SERPs, right? 
Unfortunately not. While this may seem concerning when it happens, it’s not necessarily something to worry about. 
Depending on which study you look at, you’ll soon see that Google rewrites somewhere between 60% and 70% of all meta descriptions.
Considering Google’s goal to deliver the most relevant and useful information to searchers, it makes perfect sense that they would do this. Here are some key reasons why:
Improving relevance: If the original description doesn’t closely match the search query or doesn’t adequately describe the content of the page, Google may modify it to provide more relevant information that better aligns with what the user is searching for​
Length or structure issues: If your meta description is too long, poorly structured or contains redundant information, Google may rewrite it to fit within their preferred format or to enhance clarity. For instance, titles that exceed pixel limits may be truncated or over-optimized descriptions might be simplified.
Lack of information: If no meta description is present or it’s of low quality (e.g., generic or missing key details), Google will auto-generate it based on the page content, using headings, content snippets or other on-page text​.
Dig deeper: Google shares 4 examples of how to improve a meta description
Why you shouldn’t worry about it
While seeing Google alter your metadata can be disconcerting, it’s usually done to improve the overall user experience and to better match the search intent. 
Google’s primary focus is delivering the most helpful results to users. 
If Google adjusts your description, it’s usually a signal that they’re trying to align your page with the specific needs of searchers. 
In many cases, these rewrites improve click-through rates (CTR) by making the result more relevant to the query​.
Dynamic search results
Google now increasingly delivers personalized and dynamic search results. 
Factors such as location, device, or search history can affect the description shown. 
Depending on the context, Google may adjust it for certain queries but still use your original version for others.
Best practices still matter
Even if Google sometimes rewrites your meta description, following best practices for SEO is still essential. 
A well-optimized meta description that clearly describes your content and incorporates relevant keywords will often remain intact, especially when they closely align with user intent.
Changes to look for in 2025
As SEO and search technologies continue to evolve, 2025 brings several noteworthy changes to how meta descriptions are used and perceived by search engines, particularly Google. 
Here are the key changes to be aware of in 2025.
AI-generated meta descriptions
With advancements in AI, search engines are becoming more sophisticated in understanding context, meaning and user intent. 
Google is increasingly rewriting meta descriptions dynamically to better match users’ search queries and provide more relevant results. 
This shift began in recent years, but by 2025, AI-generated meta descriptions and title tags will become more prevalent.
This trend will expand, with search engines taking more liberty in rewriting meta descriptions on the fly based on the user’s specific query, location and intent.
Semantic search
The era of lexical search is over. Google is a semantic search engine. 
This means Google places less emphasis on exact keywords in meta descriptions and more on understanding the meaning behind search queries.
For 2025, you must reflect this shift by focusing on intent-based, conversational phrases rather than rigid keyword optimization.
To adapt:
Focus on context: Don’t just include keywords; reflect the overall theme or context of the content. For instance, write for topic clusters that align with user search intent rather than targeting single keywords.
Answer specific questions: With voice search and AI tools growing, meta descriptions should anticipate and answer specific, conversational queries as users search more naturally (e.g., “What are the best practices for meta descriptions in 2025?”)​
Structured data and enhanced snippets
Structured data will continue to be critical in helping search engines understand your page’s content and display rich results.
Google increasingly rewards websites that implement structured data, allowing them to appear with rich snippets, such as how-tos and reviews.
Schema markup: Structured data is essential for helping search engines understand complex information like events, products, recipes and more. As rich results become more advanced, using schema markup ensures visibility in these rich search features, improving CTR​.
Entity-based meta descriptions: Search engines focus more on entities (people, places, things) than just keywords. Meta descriptions should reflect entities relevant to the page, helping Google form connections between topics and content across the web.
The growing role of user signals
In 2025, the SERPs will be more influenced by user engagement metrics such as click-through rates, time spent on the page and engagement rates. 
Google is becoming smarter at gauging whether your meta descriptions are drawing in users and keeping them engaged. 
If they aren’t, Google may continue rewriting them to boost performance.
Increased focus on local SEO
For local businesses, using structured data and optimizing meta descriptions with location-based keywords and clear contact information will become even more important. 
By 2025, local results may rely more on AI to show meta descriptions tailored to the searcher’s specific area and intent.
Preparing for 2025
Effective meta description strategies in 2025 will need to align closely with AI, user intent and semantic search. 
While core best practices remain essential, emphasis will shift to:
Using structured data.
Optimizing for mobile and local searches.
Crafting descriptions that drive engagement.
Success will come from creating user-focused, context-rich descriptions that go beyond keywords to fully address search intent and improve the overall search experience.
Dig deeper: The complete guide to optimizing content for SEO (with checklist)

Best practices, key strategies and insights on using meta descriptions to enhance search visibility, user engagement and site performance.

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