10
Nov–Dec 2021 · Local
Vicinity Moves the Goalposts
Industry reaction to a local update
Distance would wipe out local SEO.
Listen to Track 10 · 2021 indie-pop · 1:30
Read the lyrics
[Verse]
I used to show across the town,
Then someone moved the circle round.
The phone went quiet after eight,
The owner leaned across the gate:
“We’re only six more streets away,
We’ve done that job since yesterday.”
I dragged the little map around,
And watched the distance turn us down.
[Chorus]
Somebody moved the goalposts,
Somebody shortened the road.
We can’t pick up the building
And carry it closer to home.
Tell the truth about the place,
Put a real name on the face.
[Verse]
The name was stuffed with everything
A person might be entering.
We cleaned it up and checked the hours,
Tended what was really ours.
I couldn’t move the county line;
I could make the details right.
[Final chorus]
Somebody moved the goalposts,
We’ve still got work on the books.
The building stays where it’s standing—
Give folks a reason to look.
Coroner’s report
Google confirmed a local update that increased the role of distance and reduced the edge of keyword-stuffed names.
The evidence: Google confirmed the update Dec 16, 2021.
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