Help people find and understand the right page.
A crawler needs working links and responses to retrieve a page. Indexing directives and the search engine's own selection then affect whether it can appear in an index. A canonical identifies a preferred address among similar pages; it does not move a visitor the way a redirect does.
A practical example
A fictional workshop replaces an old service URL. A relevant redirect helps people using saved links reach the new service page. The new page still needs accurate content, crawl access and appropriate indexing directives. A redirect alone does not guarantee its search position.
Definitions in this topic
12 connected terms. Follow a comparison when two ideas are easy to confuse.
- Canonical URL
The preferred web address identified for a page or a group of duplicate or very similar pages; it is a signal, not a redirect.
- Crawlability
Whether a crawler can discover and retrieve a page through accessible links, responses and crawler permissions.
- Google Business Profile
Google’s managed business listing for eligible organizations, with details such as category, hours, contact routes and service information.
Also called: GBP
- Indexability
Whether a retrievable page is eligible to be considered for a search index, subject to indexing directives and the search engine’s selection.
- Internal link
A link from one page to another within the same website, using context and descriptive wording to help the reader find the next useful answer.
- Local distance
How far a business is from the location relevant to a search, as assessed by the search system.
Also called: Local search distance
- Local prominence
How well known a business is, assessed through signals such as links and reviews in Google’s local ranking guidance.
Also called: Local search prominence
- Local relevance
How well a business profile matches the service someone searches for.
Also called: Local search relevance
- Local SEO
Search optimization focused on helping people find and assess a business for a particular place or service area.
- Profile interaction
An action on a listing, such as a website click; it is not necessarily a sale.
- Search engine optimization
Work to help search engines discover and understand useful pages and help suitable searchers find them.
Also called: SEO
- Service area
The places where a business actually provides its work.
Keep the distinctions clear
An internal link connects pages within the site. Its wording should make the destination understandable. A keyword repeated in every paragraph adds little context. Prefer the link that answers a reader's next question, and keep private previews out of public discovery.
Put the ideas to work
The local marketing guide connects business details to useful service pages. The rebrand article covers continuity checks when names or addresses change.
- A local discovery plan for a service business
Market a small business locally with accurate business details, useful service pages, honest reviews and a clear way to make contact.
- What to keep and check before a rebrand
Plan a rebrand around customer recognition, service continuity and website checks. Decide what to keep, what changes and who owns the handover.
Sources & scope
Still Matter’s working definitions connect these ideas to small-business marketing. The sources below support the named methods and technical distinctions; the examples are fictional. Practical planning descriptions are our editorial guidance.
For the applied explanations and their full source notes, use the guides above.