Official statement
What you need to understand
Google has clearly indicated that GPS coordinates integrated via Schema.org tags are not taken into account in its ranking algorithm. This statement specifically concerns geolocation properties such as latitude and longitude in structured data.
Concretely, if you add precise GPS coordinates in your Schema.org LocalBusiness or Place tags, this information will not contribute to improving your positioning in local search results.
This position may seem surprising when Google has a sophisticated geographical infrastructure. The engine clearly prefers to rely on other signals to determine local relevance.
- GPS coordinates in Schema.org are not a ranking factor
- Google uses other signals for local SEO (Google Business Profile, NAP, citations)
- Postal address remains more important than precise coordinates
- The risk of manipulation is probably a reason for this exclusion
SEO Expert opinion
This statement is consistent with field observations from local SEO professionals. Indeed, sites performing well in local search do not owe their success to GPS coordinates, but rather to the consistency of their NAP information and their Google Business Profile.
Google's decision is probably explained by the risk of geographic spam. Businesses could easily falsify their coordinates to appear in areas where they are not physically present. Google therefore prefers to rely on verifiable sources.
It is also likely that Google uses its own geolocation systems based on postal address, more reliable and less manipulable than declarative coordinates.
Practical impact and recommendations
- Don't waste time meticulously optimizing GPS coordinates in your structured data for SEO
- Focus your efforts on your Google Business Profile which remains the #1 factor in local SEO
- Ensure the perfect consistency of your NAP (Name, Address, Phone) across all your online platforms
- Prioritize a complete and precise postal address rather than GPS coordinates
- Still maintain complete LocalBusiness structured data with the address, even without GPS
- Develop your local citations and your presence on relevant directories
- Obtain authentic customer reviews on your Google Business profile
In summary: GPS coordinates are not an SEO lever to prioritize. Your local SEO strategy should be built around your Google Business Profile, the consistency of your business information, and your online reputation.
Local SEO optimization requires a precise technical approach and coordination across multiple channels (structured data, GMB, citations, geolocated content). These cross-optimizations require sharp expertise and regular monitoring. For businesses wanting to maximize their local visibility without navigating these technical complexities alone, support from an SEO agency specializing in local SEO enables measurable results to be achieved more quickly, with a strategy adapted to your sector and your trade area.
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