Local Search & SEO Glossary

The process of continuing the training of a pre-trained AI model on a specific dataset or for a specific task. In the context of AI models like GPT, fine-tuning allows the model to adapt to the nuances of a particular domain or improve its performance on particular types of data.

A type of website code which allows for complex graphics and animations, but is difficult for search engines to read and understand. In 2017, Adobe announced that by 2020, it would no longer support or distribute Flash. Adobe blocked Flash content from running in Flash Player beginning January 12, 2021 and strongly recommends all users immediately uninstall Flash Player to help protect their systems. See also: CSS (Cascading Style Sheet), HTML (HyperText Markup Language)

Source of reviews for any business but mostly bars and restaurants. Foursquare is a local search-and-discovery service mobile app which provides search results for its users.

One of four primary data sources of local business data for all major search engines. See also: Acxiom, Infogroup, Localeze

For certain queries, usually questions (i.e., who/what/where/when/why/how), Google sometimes shows a special block above the organic search results. This box contains a summary (in the form of paragraph, list, table, or video), as well as the publication date, page title, link to the webpage from which the answer originated, and URL. Also known as: Position Zero.

A structured, automated list of content or data produced by a website. Feeds were created in order to allow users to subscribe to website updates. See also: RSS (really simple syndication), XML (eXtensible Markup Language)

Most commonly used in the online marketing arena to describe parameters used by search engines to limit the prominence of certain types of data. For example, a review platform might hide reviews containing a certain number of links, or search engine results might filter out web pages associated with undesirable link acquisition pattern.

How easily the content on a website can be discovered, both internally (by users) and externally (by search engines).

A concept in internal linking is that Google treats links differently if there are two links on a web page pointing to the same page. It was thought Google would consider the anchor text from the first link to have more influence. There is no definitive evidence for how Google treats the same link on a page. When adding links to a page, it is recommended to do this on a user-first basis and apply the link to anchor text where it is relevant.

User reviews that are collected and displayed on your own website with no input from the business owner.

The number of food orders (both delivery and take-out) made directly through your client's business profile. This is only applicable to restaurants and there have been no updates made by Google since being launched in February 2022

Footer links are sitewide links placed at the bottom of your website in the footer of every page.

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Any URL that contains a # character is a fragment URL. The portion of the URL to the left of the # identifies a resource that can be downloaded by a browser and the portion on the right, known as the fragment identifier, specifies a location within the resource.

Search engines support frames and iframes to the extent that they can. Frames can cause problems for search engines because they don't correspond to the conceptual model of the web. In this model, one page displays only one URL. Pages that use frames or iframes display several URLs (one for each frame) within a single page. Google and other search engines try to associate framed content with the page containing the frames, but can't guarantee that they will.If you're concerned with how your site appears in the Google search results, please read Search Engines and Frames This document describes the use of the "NoFrames" tag to provide alternate content. If you use wording such as "This site requires the use of frames," or "Upgrade your browser," instead of providing alternate content on your site, then you'll exclude both search engines and individuals who've disabled frames on their browsers. For example, audio web browsers, such as those used in automobiles and by the visually impaired, typically do not support frames. Read more about the "NoFrames" tag.

Freshness refers to the age of content published online. It is considered that Google gives priority to fresh content in some niches for some queries depending on certain factors. For example, searches related to COVID announcements or sports results. Query Deserves Freshness (QDF) is part of the Google algorithm that determines when a query should show up-to-date information, especially in breaking news, recurring events, information queries, and product queries.

Government organizations have a top-level domain (TLD) of .gov. For example, usa.gov. A link from such a site is known as a .gov link. Only government entities in the US can apply and gain a .gov TLD. Other countries have their own country-specific version, such as .gov.uk. Government TLD domains are tightly regulated and trusted sources of information. For this reason, a link from a .gov domain is considered to have significant value and has been targeted by link spam.

The practice of optimizing content to be referenced, cited, or included in responses generated by large language models (LLMs), such as ChatGPT or Google Gemini. Prioritizes high-quality, authoritative, and well-structured content that generative AI systems recognize as reliable sources.

A series of AI language models developed by OpenAI that use transformer architectures for natural language understanding and generation. The models are pre-trained on a large corpus of text and fine-tuned for specific tasks. GPT models are known for their ability to generate coherent and contextually relevant text based on input prompts.

A term that was coined from a 2005 study that tracked eye movements when looking at Google search result pages (SERPs). In the study, researchers found a distinct triangle shape in the upper left of the SERP which showed that users would only look at the first few results. By 2014 the Golden Triangle was not seen as often, as the F-shape was the new norm.

The search engine founded by Larry Page and Sergey Brin in September 1998. Google marked a radical departure from human-edited web directories, relying on web crawling technology and a complex algorithm to analyze hyperlinking patterns to rank websites. Google is the most-used search engine in nearly every country in the world.

An email address and password combination that has been registered with Google. A Google Account is required to claim a Google Place Page/Google+ Local page, which may be more trusted if the domain name associated with the Google Place Page/Google+ Local page matches that of the Google Account used to claim it.

Google AdWords is Google's online advertising service. With AdWords, advertisers are able to pay for a certain number of brief advertising copy to appear, including video content, product listings, or text-based advertisements. These will all appear within the Google ad network to end users.

A paid advertising format offered by Google to local businesses. See also: PPC (pay-per-click)

Google's industry-standard analytics tool, which comes in free or premium versions is the most powerful and flexible tool of its kind on the market. The free version is often enough for most users due to the depth and power of the data delivered.Of all the tools available to webmasters, marketers, and those focused on SEO, this is arguably the most important.

A Google add-on that allows mobile users to message a digital agent from within search results and Google Maps. Google Business Messages offers an interactive method of get answers to frequently asked questions, tracking orders and refunds, and accessing live customer support.

Interior photography of local businesses taken by Google Trusted Photographers. This photograph can be turned into a virtual tour intended to enhance local business data.

Google Business Profile (formerly known as Google My Business) is a free tool that allows businesses to set up a profile to promote business information on Google, such as address, phone number, email, social media links, and more. Your profile will appear in Search and Maps, and you can use it to post photos and updates to your business profile, and see how customers are interacting with your business on Google.

In 2024, there was a significant increase in the number of attributes businesses could add to their profiles. These new attributes allowed businesses to share more specific information about their services, facilities, and policies, helping consumers make more informed decisions.

In 2025, Google increasingly started updating business details without requiring confirmation from the business branches. This shift aimed to ensure that the information on Google Business Profiles remained accurate and up-to-date, relying on data from various sources to make these updates.

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An API, or Application Programming Interface, is a set of rules and specifications that enables different software systems to communicate and exchange data. For instance, it can serve as a dedicated connection between a business system and the Google Business Profile platform. This connection simplifies the management of multiple locations, provides alerts for user updates, streamlines the verification process, and offers additional engagement features.

The Google Business Profile Community Forum is a public forum where users can seek and share advice about local SEO issues. The forum is moderated by Google and Your Business Top Contributors and is frequently visited by Google staff.

a tool that helps businesses manage their online presence across Google, including Search and Maps. It allows businesses to update information, engage with customers through reviews, and analyze performance data, ensuring accurate and consistent visibility in local search results.

Q&A is a Google Business Profile tool that enables searchers to ask and answer questions about a business, and also gives the owner or representative the opportunity to respond. Anyone with a Google account can leave questions for the business through this section, and all Q&As are visible on the listing.

Google Business Profile Forum Top Contributors are volunteer participants who provide assistance to forum users. Thse users have direct contact with Google staff and can sometimes escalate issues toward resolution. See also: Google Business Profile Forum

Google Business Profile attributes are specific details or features about your business, such as accessibility options, payment methods, or amenities. They provide additional information to potential customers and enhance your listing by highlighting what makes your business unique, improving search visibility and helping customers make informed decisions.

Google Business Profile categories classify your business type, helping Google match you with relevant searches. Choose one primary and up to nine additional categories to specify your services. Selecting the right categories enhances visibility in local search results, ensuring potential customers can find your business when searching for related services.

Google has a set of guidelines that all businesses must follow for their Google Business Profile. Failure to comply with these may result in either a soft (temporary) or hard (permanent) suspension from the platform, and may require the submission of a reinstatement request.

A Google Business Profile tool that provides data on business profile views, searches and actions from both organic search results and Google Ads. It includes metrics on search queries, direction requests, phone calls, and what a business is best known for.

A collection of business listings managed together within an account. It helps streamline the management of multiple locations, enabling efficient updates, edits, and performance tracking across all included listings.

A Google Business Profile tool that allows customers to get in touch with a business in real-time, from the Business Profile.

Google Business Profile Products is a feature that allows businesses to showcase their products directly on their Google listing. Businesses can manually add product details such as images, descriptions, and prices, enhancing their visibility in searches and helping potential customers make informed purchasing decisions. Access depends on the business's primary category.

A Google Business Profile option for a business to add the services it offers, along with descriptions and prices. When local customers search on Google for a service that a business offers, that service may be highlighted in their Google Business Profile as a justification.

The act of unfairly employing spammy tactics in local search results to get ahead of competitors. Examples include keyword stuffing, having multiple Google Business Profiles, lead generation websites, and falsified reviews to manipulate local search results.

A free feature that creates a simple, one-page website for a business based on information from its GBP. This option is available during GBP setup, or can be accessed later on from within your account. You can also choose between a free GBP web address, or pay for a custom domain. The website will be mobile-responsive, and information and designs can be edited. However, it will be limited for SEO features and for things like social media share buttons.

A Google Guaranteed Local Services Ad label indicates that a business has passed the screening and qualification process and that Google will back the work of the business. This applies to "home services" businesses, such as plumbers, locksmiths, and electricians. If a customer who booked a service via a Local Services Ad is unsatisfied with the quality of the work, Google might reimburse them up to the amount paid for the service, with a lifetime cap of $2,000 per customer in the United States.

Google's gradual rollout of a paid lead generation program in which Google acts as a middleman between Internet users and service-oriented businesses.

Listings on a Google Business Profile can only be created for businesses that either have a physical location that customers can visit, or that travel to visit customers where they are. Creating a successful listing that won't be suspended requires avoiding prohibited content, accurately reflecting your business, and complying with the rest of the policies below.Violation of any element of the guidelines can result in penalties, including removal from the index.

Google program to actively encourage user-generated content for local businesses. Local Guides who review, add photos, answer questions or add unverified locations are rewarded with Guide Points. These contributors can improve their levels and rankings among the Google Local Guide community simply by posting this information. Each level also allows the user to qualify for different events and activities within the Local Guide community.

An historical term for a former Google application that allowed users to enhance Google Maps by adding and editing mapping information. Google MapMaker was closed down in March of 2017. See also: Regional Expert Reviewer (RER)

Google's proprietary mapping service.

In local search, a function of the Google Business Profile dashboard which enables business owners to text message with their customers.

The previous branding of Google's local product. Google My Business (GMB) was the free platform for businesses, brands, artists, and organizations to manage their online presence on Google, including Google Search and Google Maps. Once the Business Profile account is verified, the business listing can be updated regularly to ensure your customers have the most accurate information about your business.

The act of utilizing web spam strategies to rank above competitors. These tactics include having multiple GMB listings, false reviews, and keyword stuffing.

A Google News Sitemap lets you control which content you submit to Google News. If you already have a web Sitemap, Google recommends that you create a separate Sitemap for news content.

An historic term for a program that allowed local businesses to promote daily deal specials to purchasing customers. Google Offers was closed down in 2014.

Google's Phantom III update seems to have taken place around 2015 and addressed low-quality content produced by websites. This would hurt content mills the most, and while Google never officially announced the update, many sites were affected and saw a significant drop in their search rankings. Due to those sites generally having lower quality content, the Phantom III update is based on conjecture, but with strong evidence. And the lack of Google announcing the update lead to the update being called the Phantom III update.

Google Places was a service provided by Google that allowed users to find and discover information about businesses and locations. It offered various features, such as business listings, customer reviews, photos, and ratings, which helped people make informed decisions about where to eat, shop, or visit. Users could access Google Places through Google Maps, Google's local search, and various other Google products. In June 2014, Google announced that Google Places would be retired and replaced by the Google My Business platform.

For many years the brand name of Google's Local product, Google Places is a free business listing service offered by Google. Business owners can submit or claim ownership of their business information. Google Places is intended to represent a broader range of geographic points of interest such as parks or historic sites, in addition to local businesses.

Google's social network, launched on June 28, 2011. Pronounced and sometimes written as "Google Plus." Formerly integrated with Google's local product, Google+ and the product currently known as Google Business Profile were formally separated by Google in 2015. Due to low user engagement the Google+ developer API was discontinued on March 7, 2019, and Google+ was shut down for business and personal use on April 2, 2019.

In 2012, Google+ Local was the current branding of Google's local product, formerly known as Google Places. Google's local results are now comprised of links to Google+ Local pages. Both brick-and-mortar and service radius local businesses are entitled to seek inclusion via a Google+ Local page. Google+ Local was shut down for business and personal use on April 2, 2019 along with Google+

A function of the Google Business Profile dashboard enabling a business owner to instantly post micro-blog-style content to their Knowledge Panel. Added in 2017, Posts are a relatively new addition. Google API access to Posts was added in November 2017. As of 2023, businesses still are utilzing Google Posts to share content and update users about upcoming events and promotions.

A function allowing local businesses to post FAQs to their Google Business Profile dashboard generating a display of this information on a limited number of platforms. Also allows the public to ask questions directly of the business and receive answers.

A major Google algorithm change officially introduced in October 2015, although it had been in testing for months before this. With RankBrain, Google added machine learning to its algorithm and has been called the third most important ranking signal. In June 2016, it was revealed that RankBrain has been involved in every query and has an impact on rankings.

A Local Services Ad label indicating that a business has passed the necessary screening and qualification process but is not backed by any kind of guarantee from Google. Only businesses that provide professional services including law, financial planning, and real estate are eligible for the Google Screened badge. Want to know more? Find o

Google contracts with over 10,000 search quality raters worldwide to evaluate its search results. Raters are given actual searches to conduct, drawn from real searches that happen on Google. They then rate the quality of pages that appear in the top results, hence the "quality rater" name.Quality raters cannot alter Google's results directly. A rater marking a particular listing as low quality will not cause that page to be banned or lose ranking.Instead, the data generated by quality raters is used to improve Google's search algorithms, an automated system of ranking pages. Over time, that quality rater data might have an impact on low-quality pages that are spotted by raters, but the algorithm will also impact pages weren't reviewed.Quality raters use a set of guidelines you can see here that are about 200 pages long, instructing them on how to assess website quality and whether the results they review meet the needs of those who perform searches.Google's Statement: https://support.google.com/websearch/answer/9281931?hl=en

A tool that enables users to monitor consumer trends and the popularity of targeted keywords. Can be a useful supplementary keyword research tool for local SEO campaigns.

Google provides guidelines to best practice and what to avoid.

Each year, Google changes its search algorithm around 500-600 times. While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update (such as Google Panda and Google Penguin) that affects search results in significant ways.

An attempt to make a search term return a website for an unexpected person or organization when entered into a search engine. This is typically done for satirical or humorous purposes by creating numerous links to that website from pages containing the search term.

A term used starting in 2002 for the volatile period of time during which Google updated its search index, roughly every month.

A Google editorial summary is a one-sentence description usually shown underneath the Google place name for the listing, written by Google’s team to provide a quick overview of popular businesses on Google Maps. These are distinct from user-submitted business descriptions and algorithm-generated review summaries. While these summaries are not editable by business owners, edits can be requested in order to review for factual inaccuracies.

The name (given by the SEO industry, not Google) of a significant Google local search update launched July 24, 2014. The goal of Pigeon was to improve the accuracy and relevance of local searches by leveraging more traditional Google ranking signals and improving distance and locating ranking parameters.

A theorized and debated (but never confirmed by Google) waiting period that prevents new websites from seeing the full benefit of their optimization efforts. Typically, this effect is witnessed most often with new sites targeting competitive keywords and can only be overcome when the site gains enough authority.

Google uses a document of guidelines for its internal Quality Raters to reference when manually reviewing websites. The original internal document was confidential and then Google publicly released the Search Quality Rater Guidelines online which is updated from time to time. Information in the document is a guide to creating quality content and features the concept of E-A-T. The guidelines are not a list of any direct ranking factors.

The web crawling system Google uses to find and add new websites and webpages to its index.

Generative AI refers to a class of artificial intelligence models and algorithms designed to generate new data that is similar to the data it was trained on. Unlike traditional AI models that are focused on classification or prediction tasks, generative AI models aim to create new content or information. One of the key applications of generative AI is in generating realistic and creative content, such as images, videos, text, music, and even human-like conversation. These models can learn patterns and features from existing data and then generate new samples that resemble the original data.

Also known as a geographic modifier, location modifier or location qualifier, this is the part of a search term which references a location. Examples of keywords with geographic modifiers would be 'plumber London' or 'plumber near me', rather than just 'plumber'.

Geographical targeting, or geo-targeting, is a strategy for optimizing content to appeal to your customers' specific location.

An adjective describing a piece of text content or other media content tagged with geographic attributes.

A business, such as a plumbing or house painting company, that serves clients at their own locations, rather than at the business's location.

A popular link building tactic that involves developing content for other websites in exchange for a backlink pointing at your own pages. Also known as: Guest Posting.

These guidelines describe Google's rules and policies for businesses seeking inclusion in Google's local index. Violation of any element of the guidelines can result in penalties, including removal from the index.

A mobile-focused application to which local business owners can add a listing for their businesses, formerly called Nokia Prime Places.

Hyperlink-Induced Topic Search is a link analysis algorithm that assesses a value not just based on content and inbound links (authorities), but also its outbound links (hubs).

The Hypertext Transfer Protocol is how data is transferred from a computer server to a web browser.

Hypertext Transfer Protocol Secure uses a Secure Sockets Layer (SSL) to encrypt data transferred between a website and web browser. HTTPS is a minor Google ranking factor.

When AI models produce false information contrary to the intent of the user and present it as if true.

Google's update, named Hawk, dealt with a specific problem that local businesses would face. If two businesses in the same industry were too close together, they would not show up in local searches. WIth Hawk, the geographical location in which Google would check was made much smaller, eliminating many of these issues. That said, there may still be some issues with multiple same-industry businesses in one office (such as medical office buildings) but for most businesses, this will improve the likelihood that they are found through Google searches.

Influenced by the HITS Algorithm, and added to Google's algorithm in 2003, Hilltop assigned 'expert' status to certain websites or webpages published about a specific topic that also link to unaffiliated pages about that topic.

A direct competitor of Angie's List, they specialize in reviewing home services.

Founded in 2006, HotFrog maintains an index of local businesses. Business owners can create a free business listing at HotFrog.

Hummingbird is the name of the new search platform that Google is using as of September 2013, the name comes from being "precise and fast" and is designed to better focus on the meaning behind the words. Hummingbird is paying more attention to each word in a query, ensuring that the whole query - the whole sentence or conversation or meaning is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.

A type of website code which is easily read and understood by search engines. HTML is the original programming language used on the Internet. See also: CSS (Cascading Style Sheet), Flash

A special kind of website code for marking up reviews. See also: microformat, hCard

An early form of microformatting code See also: microformat

Very competitive, usually weakly targeted keywords with a high number of searches. Usually either one word, or two word phrases, such as "lawyers," "Portland dentists," etc. See also: keyword, long-tail keywords

A popular keyword with high search volume that is usually difficult to rank for. Also known as: Head Keyword, Short-Tail

The bold headlines on a webpage. Also known as H1, H2, H3, or Hx tags. It's a best practice to include keywords in the overall language of these tags, though their power relative to other on-page SEO elements is believed to have lessened significantly over the years.

HTML heading tags (H1-H6) separate content into sections, based on importance, with H1 being the most important and H6 being the least important. Headline tags should be used naturally and should incorporate your target keywords where relevant, as doing so may provide a small SEO benefit.

Any text that can't be seen by a user that is intended to manipulate search rankings by loading webpages with content-rich keywords and copy. This technique is against Google's Webmaster Guidelines and can result in a manual action. For example, adding text that is: Too small to read. The same color as the background. Using CSS to push the text off-screen.

In the local SEO arena, the term highjacking typically relates to usurping control of a local business listing to edit its details with malicious intent. Reports of highjacking have lessened over the past few years, but in the past, instances of highjacking have led to legal prosecution.

The home page is the first page that surfers see when they visit a website. This page plays a huge roll in developing a company's brand and reputation. In local SEO there are certain best practices which will help position a site.