Google+ never really worked for Google and it finally breathed its last a few days ago. It’s no surprise that – as Google+ was wound down – Google My Business became more important.
Why there are two types of local search
When we search for things on Google or Bing, we are given results based on our location. When I’m in Bakewell and search for ‘barbers’ I get results of barbers in Bakewell. I can override this by searching for something + a place, let’s say ‘barbers matlock’. Often, I might search for things a long way away, say if I’m going to visit. My cousin lives in London so when she holidays near Bakewell she googles ‘things to do in bakewell’ and finds out what to do in and around Bakewell. So there are two types of local search;
- Supplying results for people in the area. Great for businesses who want to attract passing trade.
- Supplying results for people with an interest in an area. Great for businesses who want to attract tourists or business travellers. Good for link building too.
The two types of (free) local search result and how to come top
Google and Bing return many different types of search result depending on many factors. As far as local business is concerned these break down into two groups:
- The Local Pack – The map and 3 or 4 results which (often) appear above the normal search results but often below the paid (AdWords) results.
- The organic results – Unpaid ‘normal’ listings appearing beneath the ads and local listings.
Google ranks these listings based on different factors (or signals). So, what are they?
Well last year – according to the hardworking guys at moz.com and brightlocal.com – inbound links remain very important in ranking across both types of search result. Google My Business is important for both as well but has sky rocketed over 2018 for governing what ranks in local search results.
These results come from the Moz/BrightLocal survey done at the end of 2018. It’s difficult to say for sure but – with the end of Google + a couple of weeks ago – it seems likely that the importance of Google My Business will only increase.