Can I use a state's slang term for local search?

[StevenPeavey]

Have a business located in Indianapolis, Indiana. The business name will be BusinessName Indy. The URL will be BusinessName-Indy.com

Since I am using Indy instead of Indianapolis or Indiana, is Google's algorithm smart enough to match up local results to my site?

[LindaBuquet]

I agree with Miriam and Ray.

Additionally it does depend on the query/industry. For instance "indy plumbers" does pull a 3 pack, so Google does realize I was searching for Indianapolis. But in your industry I'd search to be sure a local pack comes up.

I'd include the full city spelled out in all the relevant SEO places on your site though to help you rank for the majority of searches that will include full city name. But with Indy as part of your business name and URL you should find it fairly easy to rank for Indy searches, though the search volume will likely be less.

[MiriamEllis]

Thanks, Ray!

[Ray-pp]

Well said Miriam!

[MiriamEllis]

Hi Steven,

I think the answer to this would be found in your keyword research. While I agree with much of what Ray has written, honestly, I would not count on Google to match 'Indy' with Indianapolis or Indiana. After all, 'Indy' is also slang for independent and the Indy 500 and what have you. So, unless KW research indicates that more people are searching for Indy that the city name or state initials or what have you, I would not choose that as your URL. Go ahead and use this term in various places in your text, if it's in common usage in your geography, but I recommend being more formal in the URL.

[Ray-pp]

Hi  StevenPeavey,

Yes, G is pretty darn smart and would understand similar terms for local areas. However, there are other local ranking factors, such as having a Name, Phone Number, and Address. you'll want to make sure you have these details apparent on your site, usually in the footer. Having those, combined with the 'slang' terms will help you rank locally. Also, be sure to setup a proper business page with a verified location.

Of course, use Moz Local to solidify yourself in those local rankings.

Lastly, make sure that the slang term you're using is popular. If people are using it to search Google (e.g. Indy plumbers) then it is a good idea to use the term. If the term is not widely used then you won't get much benefit from having it in within your site.