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Proximity is the number one Google Local ranking factor when a search is performed by someone looking for a business "near me". Did you know that 86% of people look up the location of a business on Google Maps? If you are using long tail keywords (4 words or more) you may want to add 'near me' to those same phrases. Why? “Near me†searched have grown over 500% in mobile searches and it is becoming a significant segment of Google’s search algorithums.
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