Getting to grips with search results on Google!
If you’re a business owner and you’re ignoring Google local search then you are making a huge mistake. In the past few years, user trends have significantly altered the way in which Google displays search results and that has changed the game.
Google’s local pack, as known in SEO circles, has become hugely lucrative real estate. With just three places up for grabs these days, with there previously being five, local businesses are clambering to like crazy to get onto these prominent positions. Google’s organic results may show up to ten results per page but the fact is, Google’s local results now display prominently at the top of the SERPs and even more critical, if you’re a phone or small screen tablet users, these are the only results you’ll see unless you scroll.
So why are so many businesses ignoring this hugely critical part of search marketing in favour of organic results? Because ignorance is bliss!
Most business owners are completely unaware that Google releases major algorithm changes every year in an effort to improve user experience and weed out the cheats who are filling up search results with irrelevant, useless garbage. In recent months, Google updated the local search algorithm named Pigeon and since that time, Google local search has really taken centre stage. When you realise why, all becomes clear.
Just imagine that you are a plumber operating a business in a Kent city that has 20 other plumbing firms, all fighting over local trade from residential and commercial clients. With the days of printed directories like yellow pages being a thing of the past, you know full well that your best shot at making your business work is to get the best possible exposure there is and there’s none better than search engines results.
Research has shown using heat map technology that the majority of clicks on search results come from the top three results on any given search results page, excluding paid advertising and local results. Just three! It doesn’t take a mathematical genius to realise that 20 doesn’t go into 3 so the emphasis on getting one of those top three places is hugely important. It can mean the difference between success and failure.
Now if you add the local results into the mix, which are placed above (I repeat above) the organic results, this makes those search result positions even more desirable. But here’s one piece of good news. Getting placed in Google’s local results take a great deal less work than it does to get placed higher in the organics. So if you’re a small business on a tight budget, then getting one of these places isn’t a distant dream. It could become reality.
By using a well-versed and knowledgeable Google local search expert, you stand a very good chance of getting your business placed in one of these top 3 local results. Do so and you can look forward to a huge level of increased business and better still, once you’re there, it won’t cost you a penny.
Research proves that local results work so if you are one of the hypothetical 3 plumbers who were fortunate enough to grab one of the top local spots, the other 17 businesses will be left in your wake. So if you own and run a business that has relied too heavily on outdated marketing techniques, your best business decision this year could be to contact a Kent SEO consultant and speak to them about getting your business ranked higher on the local results.