Geotagging
Adding geographic metadata to content to signal local relevance.
Geotagging is adding geographic information (coordinates, place names, regions) to web content, images, or metadata. It helps search engines and AI systems determine the geographic relevance of your content.
Forms of geotagging
Geotagging can be done via HTML meta tags (geo — bibliotheekterm.position, geo.placename), in Schema.org markup — bibliotheekterm (GeoCoordinates), in EXIF data of images, or simply through consistent location references in your content. LocalBusiness schema with latitude and longitude is the most effective method.
Geotagging and local search results
Correct geotagging strengthens the signal to search engines that your content is relevant for a specific location. Combined with NAP consistency — bibliotheekterm and an optimized Google Business Profile — bibliotheekterm, it increases your chances of visibility in local search results.
Code example: HTML geo meta tags
HTML geo meta tags are the classic way to add geographic information to a page. Place them in the <head> of your HTML.
<!-- Geo meta tags for local relevance -->
<meta name="geo.region" content="NL-NH" />
<meta name="geo.placename" content="Amsterdam" />
<meta name="geo.position" content="52.3676;4.8846" />
<meta name="ICBM" content="52.3676, 4.8846" />The geo.region tag uses the ISO 3166-2 country region code (NL-NH for North Holland). The geo.position tag contains latitude and longitude, separated by a semicolon. The ICBM tag is an older standard still read by some systems.
Code example: Schema.org GeoCoordinates JSON-LD
Schema.org GeoCoordinates is the more modern, Google-recommended method. Use it within a LocalBusiness or Place markup.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Bike Shop De Ketting",
"url": "https://www.bikeshopdeketting.com",
"telephone": "+31 30 987 6543",
"address": {
"@type": "PostalAddress",
"streetAddress": "Oudegracht 220",
"addressLocality": "Utrecht",
"addressRegion": "Utrecht",
"postalCode": "3511 NT",
"addressCountry": "NL"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 52.0907,
"longitude": 5.1214
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": 52.0907,
"longitude": 5.1214
},
"geoRadius": "15000"
},
"hasMap": "https://maps.google.com/?cid=1234567890"
}
</script>The areaServed field with GeoCircle is optional but valuable. It indicates the geographic area in which you operate (in this example, a 15 km radius around Utrecht).
Implementation tips
- Always use decimal coordinates (e.g., 52.3676), not degrees-minutes-seconds. This is the standard for both HTML meta tags and Schema.org.
- Use Google Maps to find your exact coordinates: right-click on your location and copy the coordinates.
- Combine methods: use both HTML meta tags and Schema.org JSON-LD for maximum coverage. Geo meta tags are broadly supported, while JSON-LD is preferred by Google.
- Geotag your images: add EXIF data with GPS coordinates to photos of your business location before uploading them. Tools like GeoImgr or Adobe Lightroom can do this.
- Consistency with NAP: ensure the location details in your geotagging match your NAP details on Google Business Profile and other platforms.
- Multiple locations: if your business has multiple locations, create a separate page per location with its own geotagging and LocalBusiness markup.
Frequently asked questions
Does Google still read HTML geo meta tags?
Google has never officially confirmed that they use HTML geo meta tags as a ranking factor. However, they can still be read by other search engines, AI systems, and location services. The most effective method for Google is Schema.org LocalBusiness markup with GeoCoordinates. It is good practice to use both methods for maximum coverage.
How do I find the exact coordinates of my business?
Open Google Maps, search for your business address, right-click on the exact location, and select the coordinates. They are automatically copied. Use these coordinates in both your Schema.org markup and your HTML meta tags. Make sure latitude and longitude are in the correct order.
Should I add EXIF data to all my images?
Not necessarily to all images, but it is valuable for photos of your business location, storefront, interior, and events. Upload these photos with correct GPS coordinates in the EXIF data. Before uploading images, check that sensitive information (such as personal location data) is removed from photos that are not location-related.
What is the difference between geo.position and GeoCoordinates?
The geo.position meta tag is an older HTML standard that places coordinates in the page head. GeoCoordinates is a Schema.org type used within structured data — bibliotheekterm (JSON-LD). Google prefers Schema.org markup, but both methods are valid. Schema.org provides more context because you can link the coordinates to a business, address, and service area.
How do I geotag content for multiple locations?
Create a separate page per location on your website with its own URL, its own geotagging (both meta tags and Schema.org), and unique local content. Avoid cramming all locations onto a single page. Each location page should have its own LocalBusiness Schema.org markup with the correct coordinates, address, and phone number for that specific branch.
