Story Based Question
Imagine you run a family-owned auto repair shop in a small town, and your business has been steadily growing thanks to loyal customers and word of mouth. However, when you search for “auto repair near me,” your shop doesn’t appear in the top 3 results on the Local Pack. Instead, it shows up further down in the Google Local Finder, which is still visible but not as prominent.
You wonder, “How can I get my business to show up higher in the Local Finder, or even make it to the Local Pack?” You’ve been working on your Google My Business (GMB) profile, but you’re not sure if you’re doing everything right. What are the steps you should take to optimize for the Google Local Finder and increase your chances of getting more local customers?
Exact Answer
To optimize for Google Local Finder, you need to focus on improving the local SEO signals that influence your ranking, such as Google My Business optimization, getting positive reviews, ensuring accurate citations, and enhancing your online presence. Key actions include:
- Fully optimize your Google My Business profile.
- Encourage reviews from satisfied customers.
- Maintain consistent and accurate NAP (Name, Address, Phone number) information.
- Ensure your website is locally optimized with relevant keywords.
- Build local citations in trusted online directories.
Explanation
Google Local Finder offers an extended list of local businesses when users search for specific services in their area. It appears when users scroll past the Local Pack or click the “More places” link. Even if your business doesn’t make it to the top of the Local Pack, showing up in the Local Finder is still important. Here’s how to optimize for it:
1. Optimize Your Google My Business (GMB) Profile
A fully optimized GMB profile is essential for showing up in both the Local Pack and Local Finder. Ensure that your profile is complete, accurate, and up-to-date with information like:
- Business Name: Ensure it matches exactly as it appears on your website and other platforms.
- Address: If your business has a physical location, make sure your address is correct and consistent across the web.
- Phone Number: Include a local phone number to improve your chances of ranking locally.
- Business Hours: Make sure your operating hours are current, especially during holidays.
- Category: Select the most relevant business category for your shop to help Google understand your business better.
2. Encourage Positive Reviews
Reviews play a huge role in local rankings. Businesses with more positive reviews and a higher average rating are more likely to rank well in local search results. Actively encourage your customers to leave reviews on Google after they’ve had a good experience. Respond to both positive and negative reviews to show you’re engaged and care about your customers’ feedback.
3. Consistency of NAP (Name, Address, Phone Number)
Ensure that your business’s Name, Address, and Phone Number (NAP) are consistent across all online platforms—your website, social media, and any online directories. Inconsistent NAP information can confuse search engines and lower your rankings. Make sure the information on your GMB profile matches what is listed on your website and other local listings.
4. Local SEO for Your Website
Your website should also be optimized for local SEO. Add location-based keywords in key areas like titles, headings, and meta descriptions. For example, instead of just saying “auto repair,” use phrases like “auto repair in [Your City].” Including location-based content helps search engines connect your business with local queries.
5. Build Local Citations
Local citations are mentions of your business name, address, and phone number on other websites, such as online directories or local business listings. These citations help build your business’s authority and improve your ranking in local search results. Make sure your business is listed in trusted local directories, such as Yelp, Yellow Pages, and other industry-specific directories relevant to your business.
Example
Let’s say you own a local auto repair shop in a medium-sized town. You’ve noticed that your shop appears in Google Local Finder when users search for “auto repair near me,” but not in the Local Pack. To improve your chances of ranking higher in both, you decide to take the following actions:
- Google My Business Optimization: You update your GMB profile by adding the correct business hours, a detailed description of your services, and accurate contact information. You also upload high-quality photos of your shop and services, which helps your profile look more appealing.
- Encouraging Reviews: After each successful repair, you ask your customers to leave reviews. You also respond to all reviews, thanking customers for their feedback and offering assistance if there’s a problem.
- Local Citations: You list your business in local directories like Yelp, BBB, and other sites relevant to auto repair services. All listings have consistent NAP details.
- Local Website Optimization: You update your website to include keywords like “best auto repair in [Your Town],” and you add a location page with your address, photos of your shop, and testimonials from satisfied customers.
After a few weeks, you notice your auto repair shop showing up higher in Google Local Finder results, and even appearing more frequently in the Local Pack for relevant searches. More customers start walking through your door, and you can see a clear increase in website traffic and calls.
Optimizing for Google Local Finder involves a mix of perfecting your GMB profile, gathering reviews, ensuring NAP consistency, and enhancing your website’s local SEO. By improving these factors, you can increase your chances of showing up in both the Local Finder and Local Pack, ultimately helping your business gain more local visibility.