Geotagging, the process of adding latitude and longitude coordinates to image metadata, has long been debated as a local SEO tactic. But should photos be geocoded for Google Business Profile (GBP) posts in 2024? This article examines whether embedding location data in your images truly impacts your local search ranking.
While many cameras and smartphones automatically embed location data into image files (EXIF data), platforms like Google Business Profile (GBP) and even communication tools like Slack often strip this metadata upon upload. This raises the question of whether manually geotagging images before uploading to GBP is a worthwhile SEO endeavor.
To investigate, a study was conducted using five inactive GBP listings with no ongoing SEO efforts. Three uniquely geotagged images, each with descriptive file names and alt text, were uploaded to each listing. Additionally, for three of the businesses, these geotagged images were also added to the corresponding website pages linked to their GBP profiles.
The results, tracked over several weeks, revealed no discernible impact on either organic search rankings or local pack rankings. This contrasts with the typically rapid ranking improvements observed when optimizing other GBP elements like categories, business names, or website links. Furthermore, no measurable increase in website traffic was observed, even with UTM tracking implemented to differentiate traffic sources.
Does Geotagging Images for GBP Matter?
This study suggests that manually geotagging photos for GBP posts offers no significant SEO benefit. Local SEO expert Joel Headley supports this conclusion, stating that pre-upload geotagging is irrelevant since Google applies its own location tagging upon upload. The platform likely relies on the business location associated with the GBP profile rather than the image metadata.
This research, presented at the LocalU Advanced workshop in August 2021, reinforces the idea that focusing on other core aspects of local SEO, such as accurate business information, relevant categories, and high-quality content, will likely yield more substantial results than investing time in manually geotagging images. Instead of focusing on geotagging, businesses should prioritize creating compelling visuals with descriptive alt text that enhances user experience and accessibility. This aligns with Google’s emphasis on providing helpful content and a positive user experience. Therefore, for GBP in 2024, resources are better allocated to other proven local SEO strategies.
