Almost every search starts with Google. Hardly anyone who is interested in services or products navigates directly to specific websites. Interested users search Google for company names, product names or services and click through the results lists. Even if the destination is already targeted – users google and save themselves the trouble of entering complicated Internet addresses. Another advantage of the detour via the search engine: Google presents relevant alternative offers at a glance. Companies of all sizes should therefore maintain and optimize their presence on the search results pages. How does this work? We explain how results pages are structured and provide basic tips.
Local Google search results from the perspective of your customers
How Google’s local results pages are structured differs from keyword to keyword – depending on which search term you enter in the search slot. For search terms with a local reference (such as tax consultant, doctor, butcher, etc.), Google usually displays the search results in the following format:
1. paid ads, which are reluctantly clicked, but appear at the top and are therefore in focus.
2. local search results: If there is a provider with a regional connection, or if the product has a regional connection, then a list of Local Search Results appears below the paid ads. Almost 50% of Google users prefer the local search results to other result elements. Products from the local area of the user’s location are listed here. Additional information, such as the average customer rating, can often be found here. This information serves as a valuable guide for users and influences which offer they choose. The importance of these customer ratings can hardly be underestimated.
3. the so-called “organic” search hits are displayed below the local search results. These are selected and arranged by Google using various algorithms and criteria.
Four tips for ranking in local results
Optimal placement in the search results often requires in-depth local SEO measures. However, in order to be listed in the local search at all, the following points should be implemented:
1. Google My Business: every entrepreneur and local business should create a Google My Business listing for each of their locations. All entries should always be up to date and well maintained.
2. responsive website: A decisive criterion for the Google ranking is the mobile suitability of a website. Is your website displayed correctly on cell phones and tablets? Is your website “responsive”? This also contributes to your visibility in the search services.
3. up-to-date and correct company data in other online portals and directories: To be listed at the top of Google results, all address and contact details that can be found of you on the web should be consistent, up-to-date and correct. Google rates these network-wide mentions as particularly important. Every mention of your business can have an impact on the visibility of your listings.
4. social media behavior: Even signals on social media have an impact on Google rankings. Accounts should be created and maintained to increase your chances of a top ranking in the local Google search results.
Place your company in the local search results now
Placing your company in search services is one of many digital challenges. Only with a holistic strategy can you optimally reach your customers and prospects in the long term. We can help you with your local SEO and with all questions relating to your online marketing. Contact us by email or give us a call.
