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Local SEO: The Definitive Guide to Improve Your Local Search Rankings

With all the constant changes Google has been making to the local algorithms, this guide should help you to do local SEO in 2022.

After reading this guide, you should know:

  • How to rank in the 3 pack
  • How to create NAP citations
  • How to optimize your GMB profile
  • Plenty of other strategies to get to the top

Without further ado, let's dive in. 

Contents

Chapter 1

SEO Basics:
Local Edition

Chapter 2

Map Pack Stats

Chapter 3

Local Keyword Research

Chapter 4

Local Ranking Factors

Chapter 5

Google Business Pages

Chapter 6

Local On-Page SEO

Chapter 7

Citations and NAP

Chapter 8

Link Building Locally

Chapter 9

Strategies and Tips

Chapter 1

SEO Basics: Local Edition


This chapter will cover the basics and the practice of local SEO from a business standpoint.

One of the first things we'll discuss is data that proves that SEO is essential for every local business.

After that, I'll explain what The Map Pack is, how it works, and the best way to keep track of Map Pack rankings as they occur.

What is Local SEO?

Local SEO refers to optimizing a website for local search in order to increase traffic, leads, and brand awareness. Local SEO involves many tasks, including the following: optimizing a Google My Business
profile for local search, building "NAP” citations, and finding local keywords.

What is the importance of local SEO?

I won't give you random statistics. But, I'd like to highlight some stats to drive home the point of how critical SEO is for local businesses.

46%
"Local Intent"
Nearly half (46%!) of all searches in Google have what is known as "local intent".
(Search Engine Roundtable).
29%
Local Pack SERPs
29% of all Google SERPs include a local pack (RankRanger).
76%
Search To Store
76% of people who search for local products on their phones visit a store the next day (Google).
It's obvious that local search is a large part of the SEO industry. If you can get your business to appear in these searches, it's likely they will be at your door or on the phone with your business within a few minutes.

What is Local SEO,
And How Does It Work?

Local SEO at a high level works just like a normal Google search.

Google scans its index when someone searches for something. This ensures that the search results are relevant to the query.

Local SEO is unique because Google uses a different set of ranking factors to rank local search results.

Local SEO actually has unique ranking signals such as:

  • Google My Business Listing
  • The place that the person is looking from
  • Keywords in Google My Business profile
  • Online reviews: Sentiment
  • Online reviews can be based on keywords
  • Social media shares
  • Google Maps stars rating for this business
  • The number of "check-ins" at the location
Chapter 2

Map Pack Stats


Chapter 2 is about The Map Pack.

This chapter will teach you:

  • Google's Local Map Pack: How it works
  • How to track your rankings in the Map Pack
  • Local SEO tools that are helpful for tracking and reporting
  • How to rank on Google for local keywords

If you're in need of a crash course on The Map Pack and how to leverage it for your business, this chapter will give you a great overview.

Introduction to the Map Pack

The Map Pack, also known as "The Local Pack", is a collection of 3 local business results... that include a Google Maps map showing their locations.

Google, for example, has a Map Pack when you search "Doctor Las Vegas" at the top of the results.

And in this screenshot, just below The Map Pack, are the "normal" (organic) results for the same search query:

Later in this guide, I will show you how Google ranks businesses within The Map Pack. For now, keep in mind that The Map Pack uses its own algorithm and has its own set of rules.

Yes, there are some ranking factors that can help you rank higher in traditional and local organic search results, such as backlinks.

Other information, such as NAPs, is solely important for ranking in The Map Pack, as that data is non-applicable to regular SEO

Let me make one point about this, though:

Google does not only display local results for keywords that include a specific state or city. Google will show you local results if they believe your search requires them to, even if the keyword doesn't seem to be local.

Google provided me with a Map Pack when I searched for "landscaping" in Las Vegas recently.

This is a critical point to remember when you are doing keyword research for your local company. You should optimize for keywords like "store + city".

The generic keyword "store" without a location often gets more searches than the "store + city" version.

Let's now see how to track local SEO rankings.

How to Track Map Pack Rankings

Benchmarking where you are is a critical step in any local SEO work, because otherwise you'll have no idea what's working for you moving forward.

You're gonna want to know where you rank in The Map Pack, and you're definitely going to want to track your Map Pack rankings over time.

The good news is, Map Pack tracking is available for almost every rank tracker available on the market.

Problem is, local SEO can make it very difficult to find the right place for you. The Map Pack results may be different for each mile, depending on several factors, like population density and competition.

Let's take, for example, a search for a "coffee shop" on West Flamingo Road and Las Vegas Boulevard in Vegas.

The good news is, Map Pack tracking is available for almost every rank tracker available on the market.
Problem is, local SEO can make it very difficult to find the right place for you. The Map Pack results may be different for each mile, depending on several factors, like population density and competition.
Let's take, for example, a search for a "coffee shop" on West Flamingo Road and Las Vegas Boulevard in Vegas.
These results will be tailored to the individual's location, proximity, and other factors.
A search done a few blocks away may bring up completely different Map Pack results, or the exact same results in a different order, like the example below, where we went one "block" North on Las Vegas Boulevard.

If you only monitor your local rankings for a single place (like New York), you will only see a fraction of the actual places you rank in real life.

This is why it's important to be very specific about your local rankings. This will allow you to see your rank in the entire area.

Local Falcon is a great tool for tracking detailed maps.

Local Viking is one example of another company that does the exact same thing.

Anyway...

First, choose your business name. (Note that this feed is directly from Google Maps. To use this tool, you will need a Google My Business profile.

Next, select a keyword that you wish to verify your rankings for.

Next, decide how specific or general you want rank tracking to be.

Here's an example: A 5-mile (8 km) radius for rank tracking.

The grid is 7x7, giving you a great idea about where your business ranks in this area.

If you want to see the edges of your possible rank, you can extend this grid to 15x15.

Next, it's time for the rankings to be checked.

Once the tool has finished its job, you will be presented with a visual interface showing your ranking for each geographic position.

You can see that you get an interactive map showing where you rank for local intent searches in many places throughout the city.

As you can see from the above example, rankings can sometimes be top notch across the board, especially in local areas where there is high competition.

This is not necessarily a problem. You might find a competitor with a more central location than your hotel. Google will consider the competitor to be a better match for someone who is doing a mobile search at that location.

Nevertheless, the tool can be used to help you identify spots that you "should" rank high... but not.

You can see, for example, that this local paving company ranks #1 in far north of the city... except except the lower left quadrant.

In that instance, you would click on the result to see who is ahead of you.

This is where a competitor is ranked #1. This may not make sense, but because that roofer is located in the bottom left corner of the map, he's actually got better rankings there, whereas the red dots in the first photo are reversed, because of what's known as a proximity filter.

If you are not satisfied with the #2 position, make sure to check the address of the competitor in the listing. This will allow you to cross-check their physical location on the map.

You can also see the reason why your competitor isn't in the top spot on the rankings map.

This is because this search location is much closer to the competitor. It makes sense that Google would make this competitor the #1 search result.

Organic Rankings for Local

The Map Pack is the best place for local businesses.

This is what we mean:

It is important to not ignore the traditional results of your local area.

Yes, organic results are often lower than the local pack.


Don't let this fool you into thinking it's just a "Map Pack or not". It's worth ranking in local SERPs as local searches typically have strong commercial intent.

And unlike Map Pack results, local results for any Google SERP are almost identical.

To optimize your website for local organic ranking, use your keyword in the title tag, URL, and other on-page SEO stuff, including every SEO's favorite debate topic: backlinks.

The only thing that makes local organic rankings unique is the way you track them. Keep in mind that "store + City" is only a small fraction of all the local search results.

You should also track your keywords for "Las Vegas pizza" and "pizza near me".

If you want to track rankings for "pizza near me" for Las Vegas residents, all you need to do is specify the location in the rank tracking tool you choose. Ahrefs is great for this, as are many of the other rank tracking programs on the market. You can also track your keywords across many places to get a better understanding of your rank on search engines as well, not just the Map Pack.

Chapter 3

Keyword Research For Local SEO


This chapter will show you how to locate keywords for local SEO.

Local SEO keyword research can be done quickly and easily, usually a one-time process to make it work.

You don't usually need to search for new keywords every day, unlike a blog.

However, keywords are still important for local searches. In most cases, however, you only need to create a list of keywords people will use to locate your local business.

Yelp Suggest

Yelp Suggest is a great tool for local keyword research, working identically in the way that Google Suggest does. 

Simply enter a keyword that someone might use to locate your business in your area.

Check out the results we got back from this search.

Yelp's unique feature is their ability to show keywords that do not contain the term that you entered.

If you search for "Chinese", the results will also include "Asian Fusion Food", and other variations automatically.

Google Autocomplete/Google Suggest

Google Suggest is also a good option for local searches.

Keep in mind that local search results must be relevant to potential local customers.

This list of suggestions will be displayed if you type "roofer" in the search box.

These keywords don't work well for local SEO, except in the case of "near me".

You can start to use keywords when you add a term like "Roofer L".

Local Searches Utilizing Voice

Google reports that voice searches account for 20% of all Google mobile searches.
The difference between keywords and voice searches is that keyword searches are shorter and more natural-sounding.
75%
Fill Counter

Take, for example, "gluten-free pizza Las Vegas" as a keyword.

That same search made via someone's voice will likely be more like "gluten-free pizza in Las Vegas that's currently open"

There are no tools that can help you find keywords for voice searches, as far as I know.

It's important to remember this as you go along the process.

Google Keyword Planner: Start With A Website

Google Keyword Planner provides search volume data for certain geographic areas.

This feature can be useful if you have many keywords already and wish to select the best.

However, if you are looking for new keywords, I recommend their "Start With a Website” feature.

Simply enter the URL for your competitor's homepage:

Google will also suggest keywords based on the terms found on that page.

Chapter 4

Local Ranking Factors


It's now time to learn how Google local SEO actually works.

In particular, I will briefly discuss the most important Google search ranking factors.

Here are some tips to optimize your site for them.

Let's get started.

Google My Business Listing > Your Website

Moz conducted its annual "Local Search Ranking Factors Study" a few years back.

They found that your Google My Business Profile was the most important ranking factor in ranking in the map pack.

It is important to maintain a local business website. Your Map Pack ranking is influenced by the content of your page and links to it.

Your GMB profile is essential for ranking #1 in The Map Pack.

(This is in Chapter 5 of the guide, which is dedicated to optimizing your GMB profile.)

NAPs Are Huge

Another important signal for local SEO is NAP (Name Address, Phone Number) citations.

NAP citations can be found in places where your name, address and phone number are listed.

What's The Point?

Google uses NAPs for verification that your business information is correct.
Google is more certain that the address you give is correct and your phone number is correct the more they see NAP citations.

You should get NAP citations consistently on as many reputable sites as possible.

Online Reviews

Moz's study of local ranking factors found that "review signals" played an important part.

They also state that negative reviews on your GMB account can be detrimental to you. Google may also use reviews from third-party sites (like Yelp).

Positive reviews are good for you, provided that you don’t encourage people to leave reviews or request in bulk. Negative reviews can be detrimental to your business.

One panelist who participated in the study said that reviews (alongside an owner's response to it) showed that consumers trust businesses, which is a key factor in ranking. ".

Replying to reviews, even those that are negative, can be a great way to boost your local SEO efforts.

"Normal" SEO Still Applies

All that being said:

Local SEO is still 100% applicable to Google's old ranking factors.

Google has confirmed that the rankings you have in the organic SERPs can impact your local search rankings.

"SEO best practices for local search optimization also consider your position in search results."

This means that the higher your rank in organic results on search engines, the Map Pack will rank you higher.

For local SEO rankings, it is important to create content, optimize your pages, and build backlinks. Particularly for those in competitive industries like legal, dentistry, and others.

Chapter 5

Google Business Pages


It's now time to optimize Google My Business.

As I said in the previous chapter, it is crucial to claim your Google business listing for local ranking.

This chapter will help you get the most from your GMB.

Maintain 100% Consistency in Everything

GMB consistency is huge, and you should ensure that everything you input into the GMB matches your website.

Google will tell you if your business information is consistent on your website, in your GMB, and third-party sites such as Yelp: "OK, this company is legitimate." Their local information matches perfectly.

Google is very concerned if your local business lists one address in its GMB and another on its website.

It's crucial that your business updates its data as soon as possible if it changes its name, physical address, or phone number. This includes any citations in local business directories.

Double-checking your business address on your GMB profile, and anywhere else it appears, is a good idea.

Google doesn't like when an address uses "Avenue" but another uses "Ave." ".

It won't stop the mailman from delivering your Amazon parcel, but it's confusing for Google.

Complete Every Data Point Possible

Google will give you a score based on how complete your profile looks.

However, I have found this score to be extremely generous. For covering the basics, you can score a very high score.

Their score would be my baseline. However, if you want your keywords to rank well, you will need to do more.

Category selection is the most important thing that people seem to miss.

Google will require you to select a category at the top that best describes your business.

Pro Tip: You can't create your own category.

Despite this, many people overlook secondary categories.
These secondary categories have a direct impact on the keywords and search terms your business can rank for.

When you are there, I recommend that you fill in the "Services” and "Products” tabs.

This information tells Google exactly what your business sells. It's crucial to include this information.

Keep Important Business Data Up-To-Date

Double-check your business information, including holidays and opening hours, to ensure they are accurate and current.

These things may not have an impact on rankings.

If someone drives up to your restaurant and sees a "Closed", they can expect to get a negative review.

You want it to be second nature that changes in opening hours are made within Google My Business.

Receive More Reviews
(And Reply To All That Are Submitted)

As I have mentioned in Chapter 4, reviews are one of the top signals for Google's local rankings.

You want to get as many positive reviews about your product as possible. Building a local SEO strategy can help reach more potential customers, drive more conversions, and build your reputation.

This is what we mean:

I HIGHLY recommend responding to all reviews, regardless of whether they are positive, negative, or somewhere in between. Reputation building is a key component of a strong local SEO strategy, and you can use various kinds of google posts to do so.

This shows potential customers (and Google!) that you care.

Take a look at the impact this reply has on your life.

Powell Electric is a great place to get wiring work done if you are considering it.

You can also reply to GMB reviews via the Google My Business dashboard.

There are two important things to remember when it comes to reviewing.

  1. Customers should be asked to leave reviews. Most happy customers will not do this without some prodding.
  2. It should be super easy for them

One of the best ways to do both?

Email customers with a link for a review.

There are two methods to create a review link:

Method #1: Go to this page and enter the name of your business.

This will give your "Place ID", which is the unique identifier for your business.

Next, add your place identification to this URL

https://search.google.com/local/writereview?placeid=

Using the above example, the URL would then be:

https://search.google.com/local/writereview?placeid=ChIJbbiAPACLUocRR6yfHVSZuJw

Clicking on the link will prompt the user to leave feedback.

Method #2: Login with your GMB account to access the "Get More Reviews" card.

Finally, create a short URL you can send customers.

It's very cool.

Chapter 6

On-site SEO for Local Businesses


This chapter will focus on a few ways businesses can make the most of their SEO efforts.

Once you have optimized your title tags, body copy, and other on-page SEO strategies, it is time to look into these strategies that are specifically for small businesses.

Write Unique Content for Every Location

You likely already know that your goal is to create unique content on every page of your website.

If your business is located in Port Charlotte or Punta Gorda, the content on each page should be unique.

You may not be aware that these landing pages can be created for cities you are not physically located in as long as there is no duplicate content.

This will not help you rank in Map Pack.

(For that, you will need a GMB profile.)

You can rank for many keywords in the local search results.
Traffic will also convert well if you are serving potential customers in the local community.

This roofing company has pages that are optimized around "Port Charlotte", and "Punta Gorda".

The best thing? They aren't located in Port Charlotte OR Punta Gorda.

They rank high in local SERPs for both their target keywords.

How to use Schema for Local SEO

Schema markup, when it comes to SEO local, is more of a "nice-to-have".

Nonetheless, Schema markup is available for local businesses in a whole category.

This Schema can be used to markup your phone number and address, for example.

Schema is not something Google uses to rank Map Packs. They have all the data in their GMB. If you are confident you can do it right, you might consider using "LocalBusiness” markup on your website.

This is what we mean:

Review markup is one type of Schema that can be very helpful.

Review stars, like any SERPs, can transform your dull result into an eye-catching Rich Snippet.

Note: Google has stopped supporting review snippets of "LocalBusiness", and "Organization" schema types. You can still use the review schema to help you with content, tools and recipes on your local business website.

Use Title Tag "Clickbait"

Title tags are one of the most important on-page SEO elements.

You want to make sure that your title tag accurately reflects the content on the page, and also includes your target keyword.

Here is an example of how you might use a cliffhanger in your title tag:

"The Best Roofer in Las Vegas: (Your Company Name)"

The title tag above would be for a business located in Las Vegas.

You can also use a cliffhanger in your meta descriptions. Here is an example:

"Looking for the best roofer in Las Vegas? (Your Company Name) is the answer."

While this may not be the most creative way to write your title, it works great for local business sites, I've found.

This is where you should start your title tag with a powerful, benefit-driven statement.

Next, ensure that the statement does not exceed Google's limit for title tags (currently 500-600 pixels, or 50 characters).

This creates an open loop which can lead to more clicks.

In doing this, you have the potential to naturally manipulate your CTR, while increasing your ranking. 

Chapter 7

Citations and NAP


It's now time to move on to the most difficult part of local SEO: NAP Citations.

NAP citations can be compared to backlinks. They are extremely difficult to build. They are also extremely important.

In this chapter, I will show you how to create local citations in the right way.

Run a NAP Audit

Your NAP data should be consistent across all locations.

Your website.

Your GMB profile.

Business directories

Local listings sites.

Simply Put: Any place online that mentions your company.

There are many citation tools and services available. Yext and BrightLocal are two of my favorites. There are many options, as I mentioned.

This is what we mean:

Whatever tool or service you choose, these are the most important things that you need before you can start:

  1. Current, consistent NAP for your business.
  2. Any historical NAP information (that way you can update and find out about outdated citations).

This information will allow the tool to search the internet for NAPs. You'll receive a report similar to this:

Correct the incorrect NAP

Once you have a list, it is time to search for NAP citations that don't match your criteria.

For older businesses who have never done an audit, expect a lot of citations that will need to be fixed or updated.

Once you have a list of NAP citations that you need to update, you will want to rectify as many as possible.

My experience shows that incorrect NAPs fall into two categories:

  1. You can modify Citations (e.g., your NAP on Yelp).
  2. Citations that someone else must change (e.g. a mention on a page about a local resource).

It is difficult to update each category one by one for first category. 

You will need to contact each person individually with friendly outreach emails if you have citations that require a manual change.

Locate Citation (and Link),
Opportunities with Link Intersect

What's the next step after you have built citations on Yelp and FourSquare?

Local sites are where you will find the best citation opportunities, according to my experience. Local citations can really boost your Map Pack rankings.

Because you are reaching out to people in your area, your outreach conversion rates will usually be extremely high.

It is:

How can you locate these local citations?

I highly recommend SEMRush's Backlink Gap feature.

This feature is intended for link building, as the name implies. However, you'll be able to see that it works well for citations as well.

Sometimes, you can "double-dip" to get both a link or citation from the same source.

Here's the step-by-step process.

Take a few competitors and add them to the tool with your website.

Pro tip: Direct competitors are not always necessary. Any local business can succeed. They're also building citations through local business directories.

You'll then receive a report listing all sites that are linked to your competitors in step 1.

Final step: Go through the results and find citation opportunities, opportunities to link, or both.

Here, I wouldn't stress too much about no-follow hyperlinks. Remember that the primary goal is to get your NAP listed on the page. It is a bonus to get local links, even non-following ones.

Reverse Engineer Competitor NAPs

You can use the same tools that you use to audit NAPs against your competitors.
You only need their NAP information to get a complete list of all places they have been mentioned online.

This approach is more effective than Link Intersect mentioned above, according to my experience.
A citation tool doesn't have to include a link to your competitor to appear in the results.

These tools will give you direct access to NAP listings.

Chapter 8

Link Building Locally


Local link building is a broad category. Most of the strategies that work for local business marketing of websites outside of your local audience will also work for local locksmiths, dentists, and pizza shops.

It gets even better: Local businesses have strong ties to specific cities or states, which means they have lots of unique backlink opportunities that other sites and Google posts cannot tap into.

In Chapter 8, I will discuss a few powerful local link-building strategies.

Other local businesses

Many local businesses have connections with other businesses within their area.

Although you will likely need to use cold email outreach at one point, I recommend that you start by building relationships with people you already know.

Therefore, I recommend that you list every:

  • Distributors
  • Supplier
  • Wholesaler
  • Contractor
  • Neighboring businesses

That you have any type of working relationship with.

Next, search for the page where a link would make sense.

(This is the step that many people forget.)

Your local Chamber of Commerce

The Chamber of Commerce in your area is the best link you will ever find.

Here is an example of a Chamber of Commerce Backlink:

The Chamber will determine how you are listed. Some require an annual payment. Some require you to renew your membership each year.

These links are super relevant so they are usually worth the effort.

You almost always receive a NAP when you link, like in the image above.

Pro Tip: To get a Chamber of Commerce link that is actually contextual, you should speak to your local Chamber. You already know more about SEO in your area than 90% of local businesses. You could also give a talk about local SEO or any other topic that would interest businesses in your region.

Sponsor local events

It's a fact: Sponsorship is a requirement for most local events.

Sponsoring a local event can help you get a link to the event's site.

Your support does not have to be in the form of cash.

Run a pizza place? Consider donating a stack of large pepperoni pizzas.

Are you a printing company? Flyers can be printed by you. 

You will almost always find a list of sponsors on the event's website.

I recommend that you use Google to find these events. Here is an example:

"Event in Las Vegas sponsored by"

"Event in Tampa looking for sponsors"

Conducting a search like this will give you lots of ideas for sponsorship opportunities near you.

Local PR

Stories are needed for local newspapers and local news sites.

If you do something remotely exciting (such as an anniversary event or grand re-opening), you will likely be assigned a beat reporter to cover it.

The only problem is that you must notify the news media at least two days in advance of your event to allow them time to prepare. You can also help them with the background details and write the story before the event actually happens.

Now: You don't have to be involved in the planning and execution of events.

These opportunities are best found by using the following methods:

Twitter.

These are the local search terms that worked best for google posts and other search engines:

"Looking to speak" + "city".

#journorequest + "area"

You can search for "Looking To Speak to" + "Boston" to see TONS of great PR possibilities.

And now, without further adieu, the last chapter...

Chapter 9

Strategies and Tips for Advanced Local SEO


Let's close this local SEO guide by sharing some advanced SEO strategies, tactics, and local SEO tips for local businesses.

These tactics are not meant to replace the good old-fashioned NAP building and GMB optimization, but it'll give you some groundwork if you decide to hire a local SEO agency.

They can also give you a little boost in rankings.

Thumbtack Suggest

Another way to search for local keywords that you can optimize around is to use this method.

If you type "Roof", you get a few suggestions.

A lot of super-specific terms are perfect for creating landing pages around local links.

Integrate a Google Map into Your About Page

This is a great way for Google to know where you are located.

You only need to find your business on Google Maps.

Next, click the dropdown menu at the top of the screen. Click "Share or embed map"

This will provide you with an embed code.

Finally, you can embed the map on your website's directions or contact page.

Place Your Location Focused Keyword Above the Fold

This tip has proven to be very helpful in local organic rankings and improve local search visibility.

Simply ensure that your keyword is localized in your headline.

This is how it looks:

Plumber Las Vegas: 24/7
Emergency Plumbers

It is a good idea to wrap the title in an H1 tag.

This is what we mean: This is more important for UX signals than straight-up on-page SEO.

Why?

Local searchers need to find out that your site is available in their physical location within two seconds of landing on it.

They'll likely go back to the local search results to find a business 100% focused on their area if they see a headline such as this.

About ABC Landscaping

A headline like this, on the other hand, makes people say "Great."
They are located in Las Vegas. I'm definitely on the right site."

Expert Landscaping
In Las Vegas, NV

Double Dip Title Tag

This old-school SEO strategy is still very effective for local search results. When going through your local SEO checklist and doing local keyword research, check to see what most local businesses are doing.

Optimize your homepage title tag with at least 2-3 keywords.

Chances are, you'll rank in the top three for both: This is because local businesses have very few links to their internal pages.

Analyzing the link profiles of local sites that I have worked with, I noticed that over 90% of backlinks to local sites point to their homepage.

This means that your homepage should be able to provide the greatest value.

Optimizing your homepage around related keywords is a great way to achieve this.

Optimize Meta Descriptions For Local Searchers

Your description is an excellent way to increase your organic CTR.

Unfortunately, there are many local businesses that have keyword-stuffed descriptions. This is a result of having a keyword research tool but not understanding how to use it.

Pro tip: Google Ads can help you find compelling description copy. This copy has been proven to drive clicks. You can't go wrong with using some of their copy for your description.

Google ads, for example, show me "hotel new york" when I type in "save", 'free upgrade' and "price guarantee"

These terms are PERFECT for use in the page's description.

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