Today's lead article on Search Engine Watch, ""Getting Found in Local Search", suggests "Make sure your local phone number and physical address are displayed in TEXT form on every page."

Do any major search engines actually look at web site content for names and addresses? I doubt it. Most "local search" today is driven off of commercial databases derived from Yellow Pages ads. We bought one of those databases, and it agrees very closely with Yahoo Local; sites that aren't in the database with a URL aren't in Yahoo Local, and errors in the database match those in Yahoo Local.

Google has done some R&D work in that area, but I don't think it's driving their local search. I've looked at many entries in Google Local, and the addresses aren't usually an exact match with what appears as plain text on the web site. They look more like they came from a directory. You'll see "#10" in Google where the web site says "10th Floor", for example.

If any major search engine is pulling street addresses out of the ordinary text of web pages, we'd like to hear about it. We've been doing that as part of our site rating system. It turns out to work quite well, but you have to clean the data by using other databases before using it.

Actually - I can tell you that - yes - the search engines do find your address on your website - along with other location data. I have a client in Mendocino that launched a new website in October 2006. Without having done any directory work - or even enhancing their Google Local listing they were showing up in Google Local search results.

When we first started getting involved in Local Search we had quite a few clients without text addresses and local phone numbers on their websites - with terrible local search presence. Once the text was added to the sites and the local directory work was done - we saw them improve in rankings.

I think that having yourself in the local directories is great - and a piece of the puzzle. I do think they use the information they find on a website to confirm the information they find in directories. I cant imagine why you WOULDNT want that on your website - especially if you're depending on geo-targeted customers.

Thanks for the question - if anyone else has an opinion I'd love to hear it!

~Carrie

In Feb, 05 Google changed its regular search algo to become acutely aware of text descriptions of addresses. It made a world of differences for sites with good local descriptions.

It is critical. Google subsequently issued a patent about the item in August, 05 and Bill Slawski first wrote about it here: http://www.cre8asiteforums.com/forums/index.php?showtopic=26893&hl=assigning+geographic

The patent application still holds for organic search. Currently, with the addition of onebox results at the top of organic searches for local phrases it's importance is somewhat mitigated by algos relevant to Google Maps.

But that is not always the case. Searches for certain types of entities with a more regional or a county description are not affected by the Google One Box and relevant sites with strong and competitive optimization will show well for these types of local searches ie Ohio Nursing Schools, Nursing Schools in Northern Ohio, Bergan County gymnasiums.

Dave