Why Local Businesses Should Invest in SEO to Rank Organically & Locally on Google
This post is intended for local businesses and service providers looking to establish a meaningful web presence and attract more customers through search engine optimization (SEO). Many successful businesses don’t rely heavily on a website, utilizing social media, word of mouth, networking, traditional marketing, radio ads, or mailings and more power to them. If that is you and you don’t need a website or see value in ranking locally on search engines, this article is not for you. From my experience, most small businesses recognize the value of owning their domain and company, even if it is not their primary source for gaining new customers.
What Is the Google 3-Pack?
The Google 3-Pack refers to the top three local business listings that appear prominently in Google’s search results when a user searches for a product or service near their location. For example, if someone searches for “pizza near me” or “plumber in [city],” these listings are displayed at the top of the results page, often alongside a map. This makes the 3-Pack prime real estate for any local business.
Google’s algorithm prioritizes these local results based on relevance, proximity, and overall quality. While this provides a golden opportunity for brick-and-mortar businesses with a strong online presence, it’s a challenge for newer businesses, home-based operations, and service providers who may find themselves buried below the fold or relegated to later pages. For most local searches, the 3-Pack is where users’ eyes go first. Studies show that the majority of clicks happen within the first few search results, with diminishing returns as users scroll down the page or switch to subsequent pages. If your business doesn’t make it into the 3-Pack, you’re missing out on potential customers who are ready to take action. This makes optimizing your Google Business Profile and building a robust online presence more critical than ever.
Building a Foundation for Local SEO Success
The journey to the 3-Pack starts with taking control of your digital assets and building equity in your online presence. Here’s how:
1. Domain Registration and Website Ownership
Owning your domain is like owning your storefront in the digital world. It’s a long-term investment that gives you full control over your online presence. A well-designed website optimized for search engines is the cornerstone of your local SEO strategy.
2. Optimize Your Google Business Profile
Claim and verify your Google Business Profile, ensuring all business details are accurate and up to date. Include your business name, address, phone number (NAP), hours, and categories. Add high-quality photos, a compelling business description, and posts about events or promotions to keep your profile fresh and engaging.
3. Incorporate Local Keywords
Local keywords on your website and in your Google Business profile help Google understand your business’s relevance to nearby searchers. Use terms like “[service] near me” or “[service] in [city or town]” throughout your website, Google Business Profile, and online content.
4. Encourage Customer Reviews
Reviews play a significant role in local search rankings. Actively encourage satisfied customers to leave reviews on your Google Business Profile and respond to them promptly. Reviews not only build trust but also signal to Google that your business is active and relevant. Embed your business reviews on your website to make them more visible to potential customers.
5. Consistent NAP Information
Your Name, Address, and Phone number (NAP) should be consistent across all online platforms, including directories, social media, and your website. Inconsistent information can confuse search engines and hurt your rankings. Business listings on other platforms like Yelp, Facebook, Bing, Yahoo, Apple and countless other websites, are called citations. The more citations mentioning your company name, address, phone, hours and website link, the better. An optimized citation could have your logo, enhance content and description of your business, social media links, an embedded video, reviews, etc… Some platforms offer free citatations or business listings with paid upgrade options to optimize your listing. Stick with the freebies if you are just starting out or on a limited budget.
6. Create High-Quality Content
Regularly publish blog posts, guides, or FAQs on your website that address common questions or needs of your local audience. This helps establish authority and gives Google more content to index. I know we don’t really think of google as a social media site but treat your business profile as such, posting regular photos and updates or links to blog post, specials or coupons/offers on your website.
7. Leverage Backlinks and Local Partnerships
Build local backlinks by networking with other businesses, sponsoring local events, or getting featured on local news websites. Backlinks from reputable sources signal credibility to search engines. Get featured in a new article or local online publication with hyperlinks in the article to your website.
8. Mobile Optimization
With most local searches happening on mobile devices, having a mobile-friendly website is essential. Ensure your site loads quickly, is easy to navigate, and provides a seamless user experience on smaller screens.
Why Organic SEO Still Matters
Even though the 3-Pack grabs attention, traditional organic search results still hold value. Below the local listings, there are ten organic spots on the first page. These listings are essential for businesses that don’t rely solely on location-specific queries or for those looking to complement their local SEO efforts. A robust website with well-optimized content can help you capture these spots, driving even more traffic and leads. While your Google listing, other listings and social media should be managed and optimized in an effort to achieve “3Pack” status, don’t rule out the importance of owning your own domain, user and mobile friendly design and organic on-site SEO. You could find yourself on the first page of search results more than once with a well-rounded approach to optimizing your website and overall presence, not just your Google profile.
