At Outrank, we don’t just follow SEO trends — we dig deep into the engine room. And this time, we stumbled on something BIG. We’re talking about a peek behind the curtain into how Google sees the real world — not just your website.
A recent discovery in Google’s documentation (yep, hidden in the depths of their Content Warehouse API) reveals something that’s a game-changer for local SEO. It’s called GeostoreRoadSignProto, and while the name might sound like something out of Star Trek, it points to something much more down-to-earth: Google is reading road signs.
So, what is GeostoreRoadSignProto?
In plain English: it’s Google’s way of identifying and storing real-world road sign data.
From “Welcome to Nottingham” to digital speed displays and business signboards, Google is tagging, reading, and learning from the signs it sees in Street View. Think of it as Google having eyes on the street — not just crawling websites, but crawling the physical world too.
Why should businesses care?
Because your local visibility might not just depend on keywords and citations anymore. Here’s what we know this means for you:
🔍 Local Relevance is Physical
If your business claims to be in Manchester, but you’re surrounded by road signs for Salford, you’ve got a trust issue. Google may use signs to validate where you actually are.
🏛️ Visibility Matters (Literally)
If your signage is bold, readable, and out front, Google might actually see it — and reinforce your brand presence. This is especially powerful for businesses on main roads or near junctions.
✏️ Consistency is Key
If your shopfront says “The Local Print Co. – Hull” but your website says Leeds, and your GMB lists York? That inconsistency could weaken your rankings. Google wants everything to line up.
🔍 Search Intent Meets Street View
Google’s use of road signs feeds into how it understands towns, neighborhoods, and service areas. That means smarter local packs, more accurate service zone ranking, and yes — tougher competition.
What can you do about it?
Let’s keep this practical. At Outrank, we’re always about action over theory. Here’s how to take this insight and run with it:
- Geo-Tag Your Photos Make sure any signage or location-based photos are geo-tagged. Upload them to your GMB, website, and anywhere else you live online.
- Use Your Location In Signage Don’t just say “Plumber Pro” — say “Plumber Pro Nottingham”. Be proud and be local.
- Audit Your Local Consistency Align your website, GMB, and physical space. If Google can see it, it needs to match what it reads online.
- Own Your Street View Jump on Google Maps. What does your business look like from the road? Update your presence if it doesn’t reflect your brand.
The Bigger Picture
This isn’t just a cool insight — it’s a shift. Google is connecting the dots between the online and offline world, and if your business shows up clearly in both, you’re more likely to dominate locally.
At Outrank, we live for these discoveries. We help businesses grow locally and nationally by understanding the signals that actually matter. Want to know how your street presence stacks up? Let’s talk.
Ready to get seen — online and off?
