Local search has become an essential part of consumer behavior, and businesses must stay visible in search results to remain competitive. A perfect example is the story of a pizzeria owner who reached out after realizing that his restaurant wasn’t appearing in Google search results or Google Maps, significantly impacting his revenue. While he managed to resolve the issue, the situation underscores the critical role that local search and online reviews play in influencing customers’ decisions.
To understand how businesses can improve their local search visibility and utilize online reviews effectively, we consulted Mike Blumenthal, co-founder and analyst at Near Media, who brings over 20 years of expertise in local marketing, reviews, and reputation management.
The Power of Local Search
When it comes to local search, Google dominates the landscape, holding approximately 90% of the market share. Its robust dataset and tools make Google the primary digital resource for leads. According to Blumenthal, the key focus for businesses should not solely be rankings but rather visibility, engagement, and brand awareness.
“Ranking is a false god,” Blumenthal explains. “It’s about visibility, engagement, and how your brand is understood by Google. Google interprets signals to determine the entity your brand represents within the local search ecosystem.”
Traditional SEO vs. Local SEO
Blumenthal explains that local SEO differs significantly from traditional SEO. Traditional SEO focuses on increasing web page visibility by building backlinks and using keywords. Local SEO, however, is centered around building brand visibility.
Key differences include:
- Traditional SEO emphasizes page visibility through keyword loading and link building.
- Local SEO focuses on creating a recognized, credible, and engaging brand to drive search and user engagement.
Blumenthal advises businesses to strengthen their brand by fostering a “reinforcing loop” where Google recognizes real-world customer interest and engagement with your brand.
Maximizing Your Google Business Page for Local Search
One of the most crucial components of your local search strategy is your Google Business Profile (GBP). Some best practices for your profile:
1. Complete your profile.
Include all relevant details such as your operational hours, menu (if applicable), pricing, and high-quality photos. The more complete your profile, the easier it is for customers to engage with your business.
2. Highlight unique attributes.
If your business is woman-owned, veteran-owned, or offers specific specialties, such as gluten-free options or vegan pizza, note these on your profile. Including these attributes increases visibility for niche searches.
3. Keep information updated.
Regularly update your profile to reflect accurate hours, services, and offerings. Block time to ensure this task is part of your monthly operations.
Online Reviews Are Key
Blumenthal stresses that online reviews are not just a measure of customer satisfaction but also a vital SEO signal. Here’s why reviews matter:
- Ratings and Quantity: Customers generally trust businesses with 4.5-star reviews and above. A solid review count builds trust.
- Images: Update your GBP and review platforms with engaging and fresh images to boost user interaction and online engagement.
- Cross-platform Impressions: Google now evaluates content from external review sites like Facebook, Yelp, and Tripadvisor. Ensure that reviews across platforms uphold a high standard.
“People glance at reviews as a mnemonic for quality,” Blumenthal notes. Add visually appealing photos and encourage satisfied customers to upload images, which enhance testimonials.
Integrating reviews into your ongoing customer engagement strategy can provide substantial SEO benefits while improving customer confidence in your brand.
Getting Seen on Google
A core element of SEO success is your website visibility. Below are website guides for optimal SEO:
1. Think of your website as a data feed for Google.
Your website is a source of information that helps Google categorize your business. Design a homepage that aligns with your core services and links directly to pages for specific offerings (e.g., pizzas, calzones, burrata, etc.).
2. Use meaningful title tags and content.
Optimize your website with user-focused content. Title tags and semantic word clouds give Google critical context for better indexing without relying on outdated keyword-stuffing techniques.
3. Create dedicated landing pages for products and services.
Have standalone pages for major services or products you specialize in to help customers and Google understand your expertise clearly.
Building a Customer-Centric Brand
Blumenthal concludes that long-term SEO success is not about trying to “game the system.” Instead, it’s about creating a strong brand that resonates with customers and inspires authentic engagement.
Recommendations for building a trustworthy brand include:
- Encouraging satisfied customers to leave reviews and upload photos directly from your location.
- Highlighting great customer experiences or innovative offerings as part of your communication strategy.
- Ensuring consistency across all online platforms you appear on.
Google rewards businesses that prioritize real value and engagement, supported by local reviews and up-to-date information.
DENISE GREER is Executive Editor at Pizza Today, our sister publication where a version of this article first appeared.
