How can a small local business secure one of the top three spots in Google's search results? We'll explore that in this series opener on Local SEO Heroes. Our focus is on how local SEO serves as a powerful tool, enabling small businesses to outperform national chains using a few small but mighty optimizations. We'll spotlight Affordable Remodeling Solutions INC, a Raleigh-based company that has climbed to the number three position in search results for "home remodel near Raleigh, NC."
Jump To:
Why is Local SEO important for small businesses?
- More and more people are researching local businesses online. According to a 2023 survey by brightlocal, a marketing agency specializing in local SEO, 98% of consumers went online to find information about local businesses. 32% did it multiple times a week, and 21% did it every day!
- These online searches overwhelmingly lead to conversions. A whopping 80%, according to a statistic from digital marketing agency WebFX.
For small businesses, SEO (search engine optimization) might be at the bottom of the list of priorities, if it even makes the list. The effort to start can seem daunting if you don’t have the time or money to optimize a website, research keywords, or write blog articles. However, for small businesses looking to attract more local customers, local SEO can help you get noticed online without much extra time and expense.
What makes Local SEO different?
Local SEO is a specialized form of SEO that helps your business pop up when local customers are searching for products or services you offer. The Google algorithms that determine what search results are displayed have different rules for local searches that boost local businesses up to the top of the page when they’re relevant, close by, and well-known. In a nutshell, these are the rules (referencing How Google determines local ranking):
- Relevance: The match between your Google Business Profile (we’ll get into that next) and what the person is searching for.
- Distance: The proximity of your business to the searcher’s location or the specified search location. Distance affects ranking, especially when the search doesn’t include a specific location.
- Prominence: Reflects how well-known your business is offline, influenced by web presence such as links, articles, directories, Google review count, and review scores. Higher prominence and positive ratings can improve local ranking.
The Importance of a Google Business Profile
As a small business, your Google Business Profile (formerly Google My Business) is your digital storefront on Google Search and Google Maps. It’s a free profile where you list your business’s products and services, post important info, photos, and updates, and receive and respond to reviews and questions.
Need a quick guide for claiming your business and creating your business profile? Check out How to add or claim your Business Profile on Google.
Creating and maintaining an updated Google Business Profile is a critical step for enhancing your small business's visibility in search results. An effectively optimized Google Business Profile does three powerful things:
- Establish your credibility through Google reviews
- Enables you to share helpful information with potential customers (photos, hours, contact info, etc.)
- Significantly increases your chances of appearing in top local search results, prominently featured in the "Local Pack".
What is the Local Pack, and why does it matter?
When you search for local products or services on Google, you'll often see three business profiles right at the top of the page. This trio is known as the "Local Pack." The whole purpose of the Local Pack is to spotlight local businesses, and you can only be featured there if you have a Google Business Profile. Being part of the Local Pack puts you front and center, above organic search results. With a well-crafted and optimized Google Business Profile, your small business has a better shot at standing out in local searches.
For a more in-depth look, check out What is the Google Local Pack? - BrightLocal.
According to a statistic shared by Google, almost half of all searches (46%) are discovery-type searches, meaning users looking for local businesses. According to brightlocal, 93% of those searches include a Local Pack showcasing local businesses at the top of search results.
A report on Local Search Ranking Factors by WhiteSpark, a leading expert in local SEO and search marketing solutions, highlights that signals from the Google Business Profile are the foremost group of factors influencing whether your business is featured in the Local Pack and the fourth most important group of factors affecting your position in local search results in general, making it a no-brainer low-effort, high impact change.
Case Study: Affordable Remodeling Solutions INC
Affordable Remodeling Solutions INC is a local Raleigh business that has mastered the art of the Google Business Profile, propelling them to the number 3 spot in search results for "home remodel near Raleigh, NC". But what exactly are they doing right? Let's break it down, focusing on the straightforward strategies that have made them a local SEO success story.
Primary and Additional Categories
.png?width=1500&height=600&name=Primary%20and%20Additional%20GBP%20Categories%20(3).png)
*additional categories visualized with the GMB Everywhere Chrome Extension
Being strategic when setting your primary and additional business categories in your Google Business Profile can make a huge difference in whether your business is listed at the top of search results in the Local Pack.
Why It Matters
The primary category is the #1 most important factor in ranking at the top of local search results in the Local Pack, according to the WhiteSpark report. This choice directly impacts how well your business matches with search queries. However, it is important to consider your additional categories as well. Additional categories are ranked as the 7th most significant ranking factor. They allow you to capture a wider array of services your business offers, providing more opportunities to appear in relevant searches.
Why It's Working
Affordable Remodeling Solutions Inc. has set "Kitchen remodeler" as their primary category, representing their core service offering. The primary category ensures they are highly visible to potential customers specifically looking for kitchen remodeling, and in fact, they are the number 1 search result for the search “kitchen remodeler”.
By including a variety of additional categories, such as Bathroom remodeler, Carpenter, and Countertop contractor, they tap into related searches. This approach increases their visibility across a broader spectrum of services and showcases the business's diverse expertise, appealing to a wider audience with varying needs. This strategic categorization enhances their chances of being discovered by users with specific or multiple renovation needs, making their Google Business Profile a comprehensive reflection of all their services.
Keywords in Business Title
Why It Matters
Incorporating relevant keywords into your business title can significantly influence your visibility in local search results. WhiteSpark points out that a business title matching search terms is the second most crucial factor for ranking in the Local Pack. This strategy ensures that when potential customers search for services you offer, your business has a better chance of appearing in front of them.
Why It's Working
Affordable Remodeling Solutions INC is a prime example of leveraging this insight effectively. Understanding their market niche, they chose a business title that precisely encapsulates what they do. This clear and keyword-rich title aligns with what potential customers are searching for, making it easier for the business to be discovered in relevant searches.
Showcasing Work with Regularly Added Photos
Why It Matters
Google notes that businesses featuring photos on their business profiles tend to get more requests for driving directions and website clicks than those without photos. Visuals are a powerful tool in the home remodeling industry, allowing customers to see potential outcomes. Regularly updated “after” photos provide tangible proof of quality and skill.
Why It's Working
Affordable Remodeling Solutions INC’s visual portfolio directly impacts decision-making, offering immediate evidence of their craftsmanship and attention to detail. It's compelling proof, turning prospects into customers by showcasing actual results.
Honorary mention: Hours of Operation and Accessibility details
Why It Matters
While it doesn’t have as much of an impact on your search rankings, accurate and detailed operating hours set clear expectations, reducing customer frustration and improving the overall experience. Providing accessibility information demonstrates inclusivity and is vital for those who need it.
Why It's Working
This attention to detail signals reliability and inclusivity, encouraging potential customers to take the next step in reaching out. These minor details enhance trust and accessibility, crucial factors in a customer's decision-making process.
Summary
The success story of Affordable Remodeling Solutions INC’s journey to the top of Google's local search results in Raleigh showcases the power of a well-optimized Google Business Profile for local businesses. By strategically selecting their primary and additional categories, incorporating keywords into their business title, and actively showcasing their work through photos, they have climbed to the top of local search results and established a solid digital presence. This approach underlines the importance of Google Business Profile as a critical tool for local SEO, significantly enhancing visibility, credibility, and customer engagement.
If you’re looking to carve out a space in local search results, Affordable Remodeling Solutions INC's story offers a valuable roadmap. It proves that with the right tactics and a focus on what truly matters to your potential customers, achieving standout visibility and drawing in more business through Google Business Profile is entirely possible.
By the Numbers
- 98% of consumers used the internet to find local businesses in 2023.
Source: BrightLocal Local Consumer Review Survey 2023 - 32% of consumers search for local businesses online multiple times a week, with 21% doing so daily.
Source: BrightLocal Local Consumer Review Survey 2023 - 80% of local searches on mobile devices lead to conversions.
Source: WebFX 95+ SEO Statistics From This Year That’ll Transform Your Strategy - 46% of all Google searches have local intent
Source: Did Google Say 46% Of Searches Have Local Intent? - Google Business Profile signals are the #1 group of factors for ranking in the Local Pack and the 4th most important for ranking in local search results.
Source: WhiteSpark 2023 Local Search Ranking Factors Report - Primary category selection is the #1 most important factor for ranking in the Local Pack, directly affecting match quality with search queries.
Source: WhiteSpark 2023 Local Search Ranking Factors Report - Keywords in the business title are the 2nd most crucial ranking factor for the Local Pack, enhancing visibility when customers search for relevant services.
Source: WhiteSpark 2023 Local Search Ranking Factors Report - Additional categories rank as the 7th most significant factor, broadening the range of services your business is recognized for in searches.
Source: WhiteSpark 2023 Local Search Ranking Factors Report
