Proper way to include Location & Zipcode Keywords

[mmurphy]

I have a client that is insisting that I add a list of approximately 50 cities  and 80 zipcodes that their business serves within the keyword meta tag.  Based on what I have been reading this will do absolutely nothing to help improve their search ranking.  What would be the proper way today to let inform search engines of the geolocations a business serves?

[clearlyseo]

Thanks Miriam, I appreciate the response, and the article you wrote.

Here's commiserating with all the other SAB SEO's out there who's jobs seem to get harder with each Google update!

Cheers

[MiriamEllis]

Hi Joshua,

Yes, this warning from Google is still relevant:

Blocks of text listing cities and states a webpage is trying to rank for

So, what you are describing with a block of geo terms/zip codes on a single page would fall under this heading. I would advise finding a better way of featuring this info.

Regarding neighborhoods, recommend that you read: http://cloudz.click/blog/mastering-serving-the-user-as-centroid

[clearlyseo]

I realize this thread is a couple years old, but feel it's still a relevant topic. Also, insofar as there are two issues at play here, let me say I agree with Chris' assessment about client relations.

I also do SEO for service-area businesses, and have been working on localized landing pages for a few of my clients. I am not attempting to optimize for locations across state lines.

I've read the Google documentation and the forums at Webmaster Tools, and posts here on Moz, and I'm still unclear. I have two relevant examples of recent work I'd like people to weigh in on if possible... In both cases my list of places/ZIPs is prominently placed, nicely formatted, and (i think) useful for users.

Case 1: A service area page for a company that only serves NW Ohio. Below the fold is a section

Counties & ZIPs We Serve. Then a list of the counties, below each county is a list of the ZIPs in that county the company goes to. It's a construction contracting company that has a specific geographic range, and so we felt it would be best to be specific, so clients could find their County & ZIP before contacting. Is this KW stuffing to Google?

Case 2: For a page targeting a larger city that is known for valuing it's local neighborhoods and independent local business, I have a list of neighborhoods within the city that we're targeting with a note to readers, 'find your neighborhood...' Is this KW stuffing to Google?

Thanks in advance

[MiriamEllis]

Hi Michael,

You've gotten some excellent replies. I share Chris' sentiment about firing this client if they are telling you - their SEO - how to do SEO. As members have explained here, it has been many years since Google devalued the meta keywords tag, specifically because people were using it in the spammy way your client wants to. In fact, I would let your client know that not only will this tactic not help him, it could very likely hurt him.

Last year, Google updated their Webmaster Quality Guidlelines (share this link with your client: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66358) to speak against keyword stuffing of this kind anywhere on a page. The language reads:

---

"Keyword stuffing" refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site's ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.

Examples of keyword stuffing include:

• Lists of phone numbers without substantial added value
• Blocks of text listing cities and states a webpage is trying to rank for
• Repeating the same words or phrases so often that it sounds unnatural, for example:
  We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at [email protected].

*emphasis in bold mine

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When Google makes a point of saying, "don't do this," and website owners ignore the warning, they are courting a penalty.

Share this information with the client and at the same time, lay out a proper Local SEO plan if they are, in fact, a Local business. Hopefully, this session of education will bring them up-to-date on best practices, but if they persist in insisting on spammy practices, tell them you can't serve them. You don't want spammy clients, believe me.

Hope this helps!

[Chris.Menke]

You've got a few issues with this client:

1. They are telling you how to do SEO. If I felt I had to defend what should be put in the description tag, I'd leave a client in a heartbeat. I mean, what are they hiring an SEO for?  Why not just dictate their wished to their web designer and save a few bucks?

2. They are telling you to do the wrong things.  Almost 4 years ago, Matt Cutt let us know that Google doesn't use the meta keyword tag any longer (except, now for Google News) and Bing uses it to help identify spammers (like your client?).

3. 50 cities?  Why stop there?  Why not drop in all 50 states--and each of their major cities? If they don't all fit in the description, you could put them up in the title tag! The client doesn't understand algorithmic search or the value of your guidance and that make for an uncomfortable work relationship.

If the client wants to serve fifty cities, they should first begin to engage customers in fifty cities.  The client shouldn't count on Google to introduce him/her to those markets. The client introduces himself/herself there, begins engaging clients with content through social channels and then Google reflects that engagement that in their search results.

If the client actually has offices with physical addresses that can recieve mail in those 50 cities and phone numbers that can answer a phone call in those 50 cities then the client needs to invest in local search marketing to assist with their visibility in the local results.

[maximlib]

Almost all search engines ignore the keyword meta tag.  In fact, you should remove that tag altogether.  So, your best bet is Google places.  Another on-page tactic is to pick a page and add the zip codes with an appropriate phrase in front of each location/zip code.

[BeardoCo]

It really depends, if you respond with "Google geo-locates your business services" , he may reply and say "my competitors a,b,c,d are ranking for "city keyword, why can't you deliver that".  My only advice is to optimize his Google Places listing to get him ranking for those local keywords.  There really is not a way to optimize for 50 cities and 80 zipcode without having duplicate content.  Also it seems that your client has taken a strategy role, he hired you to for search engine optimization and you should be delivering the strategy to him.  You make be able to back your case by showing traffic measures.