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Bing Publishes "Understanding and Testing: Implicit Local Queries"

     
5:03 pm on Feb 17, 2015 (gmt 0)

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If you're involved in local, it's worth reading this document from Bing's Wei Wang, a senior Program Manager in the Mobile Relevance team.


Search engines can't do it all, and targeting local, when a site wants to be found for local queries, should be on every webmaster's to do list.



In web search, many queries are associated with location, even when there is no location specified in the query explicitly. For example, with the query local news issued by a user in Seattle, the user expects to get results from Seattle, in most cases. We call these queries Implicit Local queries.Understanding and Testing: Implicit Local Queries [blogs.bing.com]

Because we seek to answer queries as directly and accurately as possible, Webmasters should take advantage of every option to help an engine understand their location. Inside Webmaster Tools the Geo-Targeting option can help with this task at a higher level (think country-level targeting here), and using the Language Tag in your meta data can also be a useful clue. Other useful clues might come from the actual page content, your About Us page, Title Tags and so on. It’s surprising how many businesses assume everyone will know they’re local to a community, and yet not post any location information on their website.

Getting a bit more technical, you can use Schema markup to annotate your address as well. This is, obviously, a preferred solution, though will require some work to implement the markup on your website. This does help us understand clearly the location, and can help when we need to return mobile results to local queries.