In case you didn’t already know, Google has different algorithms for standard and local search results. Local SEO is an incredible way to promote your products and services to local customers online. It is highly effective in helping local businesses improve traffic to their websites or through their doors.
Local SEO is a more intense process as compared to standard SEO. You need to consider location signals, the location of the user when making a query etc.
Google states that 46% of searches have a ‘local intent’.
How does it know that?
When a search query shows much more purchase intent behind it or includes a location, for example: ‘plumbers near me’ or ‘best plumber in Goa’, Google understands that the searcher wants suggestions based on location and displays to the user what’s known as the ‘local pack’ or ‘3-pack’.
The ‘local pack’ is the block of three business listings that appear below the map and above the standard organic results displayed after a Google search with a local intent.
These listings differ from organic results. They contain information about the working timings, reviews, ratings, and even photos. These elements are extracted from the business’ Google My Business profile.
Google My Business (GMB) is your business profile on Google. Google Maps, Local SERPs, and other Google search results extract information automatically from a GMB listing. A GMB profile may include information added by the owner such as contact details, services, category, business description, working timings, as well as Google Reviews & GMB Q&As generated by consumers upon interacting with the business.
A crucial part of local SEO marketing is making sure your GMB profile is accurate & up-to-date, so that it has a higher chance of appearing in the local pack.