How Does Google Determine Relevance? (And How Do I Improve It)

Patrick McFadden

Whenever you need accurate information, going directly to the source is often the best strategy. That's why when it comes to understanding how Google determines relevance for local business profiles, it's crucial to consider what Google itself has to say. According to Google, "Relevance refers to how well a local Business Profile matches what someone is searching for. Add complete and detailed business information to help Google better understand your business and match your profile to relevant searches." In other words, for a search engine, relevance refers to the crucial factor that determines the significance of a map pack or webpage in relation to a user's search query.

Why Does Local Relevance Matter?

You might wonder why local relevance is so important. Well, local search results are primarily based on three factors: relevance, distance, and prominence. A combination of these elements determines the best match for a user's search. In certain cases, Google's algorithms might decide that a business located farther from a user's location is more likely to have what they're looking for compared to a business that's closer. As a result, the former might be ranked higher in local search results.

Factors Impacting Local Relevance

So, what factors influence local relevance? Again Google says, "businesses with complete and accurate information are easier to match with the right searches." This directly improves your business's relevance score. The key is to provide clear information about what your business does, its location, and its hours of operation to visitors and, more importantly, to Google.


To ensure that your business is viewed as relevant by search engines like Google, it's important to target keywords or topics that potential customers are likely to search for. For instance, if you run a kitchen remodeling company in Richmond VA, you'll want to ensure that your business is associated with keywords such as "kitchen contractor Richmond VA."


Let's list the factors that impact your local relevance:

  • Local Category Selection
  • Business Description
  • On-Page Signals:
  • Content
  • Title Tag, Meta Description
  • Body Tags (H1, H2, etc.)
  • Alt Text
  • Internal Linking
  • Outbound Links
  • Schema
  • Relevant Reviews
  • URL Structure
  • Off-Page Signals
  • Guest Posting
  • Creating 10x Content Pieces

Improving Your Search Relevance for Local Rankings on Google

So, how can you boost your relevance and improve your local ranking on Google?


Local Category Selection

One of the most important factors in ranking locally is selecting relevant categories for your listing. These categories are essentially tags that you associate with your business. You want to ensure that you only select categories that define your business — the more relevant or specific the better.


Examples:

  1. HVAC Repair Service: If your business specializes in fixing heating, ventilation, and air conditioning systems, you should use the category "HVAC Contractor" instead of a broader category like "Contractor."
  2. Carpet Cleaning Company: If your company focuses on cleaning carpets, the category "Carpet Cleaning Service" would be more appropriate than a generic "Cleaning Service."
  3. Law Firm - Personal Injury: If your law firm specializes in personal injury cases, you should use the category "Personal Injury Attorney" rather than the more general "Law Firm."
  4. Tax Preparation Service: If your business offers tax preparation services, the category "Tax Preparation Service" would be more relevant than a general "Financial Consultant."


Dealing with seasonality

Seasonal shifts can have a significant impact on the services a business provides. For instance, an HVAC contractor might find themselves focusing more on air conditioning repairs in the hot summer months and shifting gears to furnace repairs when winter rolls in.


Adapting your primary category to align with these seasonal shifts is a savvy business practice. For instance, if a potential customer is on the hunt for a heating contractor, you certainly don't want them to encounter your business listing showcasing "air conditioning repair" as your primary category. This could happen if you neglect to update your category selection to reflect your current focus.


Moreover, by failing to update your category, you risk diminishing your business's relevance for a significant portion of the year when your service focus changes. So, it's essential to keep your category selection in sync with the seasonal changes in your business offerings.

Add a Business Description

By adding a description of your business to your GBP, you allow users to know exactly what you do (as well as search engines). This shouldn’t be salesy, or an attempt to market your business. Instead, it should give users (and search engines) the info they require to determine if your business matches their needs or intent.


Tips for Writing Your Google Business Profile Description

  • Tell the visitor what differentiates your business from your competitors
  • Include a brief history of your business if that’s appropriate (for example if you have recently reached a notable milestone such as X years in business)
  • Don’t add URLs/Links
  • No keyword stuffing
  • Include a call to action such as ‘Visit us today’
  • Don’t refer to sales or special offers (use Posts to communicate that kind of information)
  • DO NOT USE ALL CAPS
  • Include your business name, keyword, and location (naturally) in the first couple of lines. Google’s Vicinity update means keyword stuffing is no longer effective so don’t force multiple keywords into your description.
  • Write for your audience. Business description gives you a chance to allow your business’ personality to shine. The information you convey, and how you convey it should resonate with your target audience. 
  • Add social proof where possible.

On-Page Relevance Signals

Optimizing your web pages for specific keywords is crucial to enhancing your relevance and increasing the likelihood of being favored by Google's local algorithm. Through competitor research and result analysis, you can pinpoint exactly what search engines are looking for in relation to a specific search query or keyword.


We've compiled a list of on-page attributes below that are essential to consider when striving to boost relevance for a specific keyword or topic.


Content

Crafting your content effectively plays a pivotal role in determining whether it deserves to rank. A core algorithm update rolled out by Google in 2018 emphasized the importance of relevance in content. It's not about the length or quality of your content, but rather whether it is relevant to a user's search query. Pages with strong relevance to a keyword or topic experienced a boost in rankings.


Search engines are looking to see if your content aligns with the intent of the user's initial search query. Does it provide the answer they're searching for? Here are two strategies to enhance relevance while crafting your content:


  1. LSI Keywords: Including keywords that are semantically related to each other can enhance the relevance of your content for your target keyword or query. Search engines are adept at establishing connections between keywords and reward pages that do this effectively. Tip: Leverage Google's search predictor to assist you.
  2. Long Tail Keywords: Although these keywords are lengthier, they typically convert at a higher rate because they are more specific and descriptive. They add context to your content, which helps search engines determine if your page matches the user's search query context.


Title Tag

The title tag is your page's first impression, and it plays a crucial role in both search engine optimization and user experience. It's an excellent place to incorporate your target keyword and entice users to click through to your page. The title tag not only signals to search engines what your page is about but also communicates to users the topic of your content.


Meta Description

The meta description is your opportunity to expand upon your title tag and provide additional context about your page's content. Remember to include your target keyword to reinforce relevance. This snippet of text under the title tag in search results helps users decide whether your content is what they're looking for.


Body Tags (H1, H2, etc.)

Your content can be organized with headings, which not only help capture user attention but also enhance readability. Using descriptive headings that explain the content that follows is a best practice. The H1 tag is particularly important as it stands out most on a webpage. Search engines place significant weight on the text within these tags, making it a strategic place to include your keywords.


Alt Text

Visual content is crucial for user engagement, and images are a key part of that. When you add images, you can use alt text to describe what the image is. This not only helps search engines understand the content of your images, but it's also essential for accessibility. If you can, include keywords in the alt text that are relevant to the service or product the image represents.


Internal Linking

By creating internal links, you can guide users to other relevant pages on your site. This not only enhances user experience but also helps spread link equity and establish a hierarchy within your site. Use internal linking to bolster the relevance of a page by directing users to related content or pages that strengthen your main topic or keyword.


Outbound Links

Outbound links, or links to external websites, can be beneficial for your SEO strategy. They provide additional resources for your users, which can help with engagement and time on page. By linking to relevant and authoritative websites in your niche, you can help Google's local algorithm understand your chosen area of expertise.


Schema Markup

Schema is a type of structured data that you can add to your web pages. It helps search engines understand the context of your content, leading to more informative and rich search results. Implementing schema for relevant elements on your page can boost the relevance of your content for specific topics or keywords. Search engines can easily interpret schema, improving your chances of ranking higher in search results.


Relevant Reviews

The significance of relevant reviews can't be overstated. Not only do reviews influence rankings, but they also add contextual relevance to your page. If a page is about a specific product or service, the reviews on that page should be specific to that offering. By aligning reviews with the content of the page, you add another layer of relevance, which can help boost your standing in search results. It's also wise to display location-specific reviews on the corresponding sections of your website to boost local relevance.


URL Structure

How you structure your URLs speaks volumes to search engines about the content of your page. Your URL should succinctly reflect the topic of the page. A clean, well-structured URL can significantly improve the relevance of a page to a specific keyword or topic, making it easier for search engines to understand the context of your content.

Off-Page Relevance Signals


When it comes to ranking your website, trust and credibility are paramount. That's where off-page signals come into play, primarily in the form of backlinks. These are links from other websites that point to your site. The more quality backlinks you have, the more authority your website or webpage gains, signaling to search engines that your content is both trustworthy and credible. And when I say 'quality', I mean links from reputable sites that are relevant to the content they're linking to.


Take, for instance, a page about "car insurance". You'd want backlinks from pages related to insurance, and even better, from pages specifically about car insurance. A link from a "home insurance" page wouldn't be as beneficial because the topics don't quite align. Let me lay out a couple of stellar strategies for off-page link building.


Guest Posting

Guest posting is a fantastic way to build backlinks. It involves using specific Google search strings to find relevant guest posting opportunities, where you can share your knowledge and expertise. These opportunities are golden because they not only increase your website's authority but also its relevance.


Remember, standing out is key when reaching out to potential guest posting sites because you're not the only one knocking on their door. Make sure your initial message is compelling, showcasing what you or your business brings to the table, and provide multiple topic ideas to give them options.


Creating 10x Content Pieces

If you're aiming to be a link-building pro, leveraging your high-quality content is the way to go. Creating "10x content" (content that is ten times better than what's currently out there) requires a lot of effort and research, but trust me, the results are worth it.


Your content must be so good that it blows readers away. When your content is top-notch, promoting it becomes a breeze. Industry experts and site owners love linking to content that's valuable and relevant. The better your content, the more likely you are to earn backlinks.

Wrap up

In summary, understanding and optimizing your business's relevance in Google's local search is essential for attracting more customers. By providing complete and accurate business information, targeting relevant keywords, and following Google's guidelines, you can significantly improve your local ranking and increase your visibility to potential customers in your area.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.

The Future of Marketing and Selling May Not Be To Humans But AI Agents

By Patrick McFadden • January 9, 2025
For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch

The Missing Ingredient for Small Business Marketing in 2025: Leadership, Not Tactics

By Patrick McFadden • January 9, 2025
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge.  But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
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