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Near Me or Far: How Google May Be Deciding Your Local Intent for You [MozCon 2018] — Rob Bucci
"In August 2017, Google stated that local searches without the ""near me"" modifier had grown by 150% and that searchers were beginning to drop geo-modifiers — like zip code and neighborhood — from local queries altogether. But does Google still know what searchers are after?
For example: the query [best breakfast places] suggests that quality takes top priority; [breakfast places near me] indicates that close proximity is essential; and [breakfast places in Seattle] seems to cast a city-wide net; while [breakfast places] is largely ambiguous.
By comparing non-geo-modified keywords against those modified with the prepositional phrases ""near me"" and ""in [city name]"" and qualifiers like ""best,"" we hope to understand how Google interprets different levels of local intent and uncover patterns in the types of SERPs produced.
With a better understanding of how local SERPs behave, SEOs can refine keyword lists, tailor content, and build targeted campaigns accordingly."
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