- GEO Tags
- Why Use GEO Tags
- Where & When to Use GEO Tags
- Example GEO Tag Code
- Common Mistakes
GEO tags enable Search Engines to determine the location that any given page targets; this is particularly useful on store location pages and for local businesses.
GEO Tags are a simple way of telling Search Engines what physical region or location the page (that the code is on) serves. If you site targets multiple regions, has stores or shops, you could benefit from using this tag to more effectively target that region.
GEO Tags provide a small advantage in local listings for or for searches Google think indicates the need for a local business. Essentially GEO Tags provide an additional benefit that should be taken advantage of.
There are many scenarios that could result in benefiting from adding GEO tags, and this could be anything from targeting a broad region or a specific location (address). We have detailed some of these scenarios below to give you an idea of where and when to use them:
If you have stores, physical shops, distribution points, pickup or drop-off locations that have a webpage providing information about these locations… Adding a GEO tag to target that specific location of your store, or the area it is servicing / targeting can help.
If you have a multi-region site, be it managed through sub-domains, TLDs (Top Level Domains), or directories and sub-directories… Tagging each of the regional structures with GEO Tags targeting the country can help provide another indication to Google that these pages are meant for another region.
Any page that contains organisational information with an address, like your head office can be marked up with GEO Tag code if you are trying to attract business to that location. If you do not want customers at your offices or for them to find it through Search, this is not relevant and will provide no advantage.
We have listed some examples of GEO Tag code below to give you an idea of how it is structured. GEO Tag code should be placed within the <head>…</head> section of the source code of a page:
<meta name="geo.region" content="GB" />
<meta name="geo.position" content="55.378051;-3.435973" />
<meta name="ICBM" content="55.378051, -3.435973" />
<meta name="geo.placename" content="london" />
<meta name="geo.position" content="0;0" />
<meta name="ICBM" content="0, 0" />
Just Latitude and Longitude
<meta name="geo.position" content="51.425452;-0.041198" />
<meta name="ICBM" content="51.425452, -0.041198" />
Here we have listed some common mistakes with using these tags, so that you can avoid these pitfalls:
GSC (Google Search Console) will ask you to specify a region (if relevant to do so), you do not have to but if you do, you should ensure that you are not sending conflicting messages about what region your site targets.
If you targeted the United Kingdom in GSC, and you have store pages for London, Manchester and Brighton; you’re fine… But if all of the store locations were Paris, New York, and Dubai, you could be sending a mixed message to Google about what region your site targets.
This can easily arise if the tag is added systematically to every page rather than just one, or can simply be that the business expanded and targeted new regions rendering this tag out of date. As such its with noting where you have used these tags and check every now and then to see if they are still relevant.
As with any code, there is always the chance that code can be implemented incorrectly. This can range from putting it in the wrong place (like in the <body>…</body> section) to a closing bracket being missed. Any problem with the implementation will mean that the code is unlikely to work as intended.
Just because you can add a tag to your site or a page doesn’t mean that you should, some tags are mandatory (from an SEO perspective) but most are like tools. You use the right tool for the job, not every tool for every job! Consider whether the tag is relevant to you and your business, adding tags needlessly can cause problems, makes the page larger, increases load time, etc. Only use the tag where relevant to do so.