In this episode of the Search Engine Mastery Podcast, we sat down with Greg Gifford, COO of SearchLab and a well-respected local SEO expert with over 16 years of experience. Greg has spoken at global conferences and helped businesses achieve top rankings in Google’s local search results.
If you’re struggling with Google Business Profiles (GBP), local rankings, or SEO myths, this episode is essential.
Key Insights from the Interview
Greg Gifford’s Journey: From Flash Designer to SEO Authority
- Started as a Flash website designer, but realized Google couldn’t read Flash sites.
- Transitioned to automotive SEO, helping car dealerships improve rankings.
- Became a leading expert in local SEO and now speaks at major industry events.
Debunking Local SEO Myths: What Doesn’t Work
- Geotagging images on GBP – Google removes EXIF and geotag data, making it ineffective.
- “Areas Served” field in GBP – Has no impact on local rankings.
- Adding keywords to GBP business names – A spammy tactic that can result in suspensions and penalties.
- Building links to GBP directly – Does not influence rankings.
- Google Posts & Q&A for SEO ranking – Useful for engagement, but does not boost rankings.
Effective Strategies for Local Search Rankings
- Optimize your GBP category – The primary category has the strongest impact on rankings.
- Local link building is more effective than high-DA links – Links from local organizations, schools, and businesses carry more weight.
- Reviews play a major role – Google evaluates review count, sentiment, and frequency when ranking businesses.
- Create location-specific pages – Each business location should have unique content rather than just swapping city names.
- Use UTM tracking on GBP links – Helps track GBP-driven traffic in Google Analytics.
- Showcase real customer experiences in GBP photos – Stock or empty venue photos are less effective.
Understanding “Near Me” Searches
- Optimizing for “near me” does not require adding the phrase to your content.
- Google ranks businesses based on proximity to the searcher’s location.
- If your business is not physically near the searcher, you won’t appear, regardless of optimization efforts.
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