There are 3 pieces to Google local search results (how to show up in Google):
- Paid Ads - PPC (Pay Per Click - Search)
- Local Map Pack (SEO - Tied to Address)
- Traditional Organic Results (SEO - Does not require an address)
Google makes over 90% of their money from Google Ads. You can't miss them and most studies show that 30% of people are clicking them. Even more on mobile devices.
Choose to show up for Google Ads to get at the top of results in more ways then you know.
Did you know Google typically only shows your business in the maps area if your business address is nearby the searcher? Though not fair Google AdWords actually widens the location net as well as the searches you can show up for.
If your business is located in Atlanta you might come up for searches for "garage storage Atlanta" but not "garage storage Marietta" a nearby town.
Without an address nearby your only hope for showing up for something like "garage storage" is paid ads and well bellow on the traditional organic results..
When I ran ad campaigns for Money Bar Storage Atlanta dealer ads were a huge source of leads and sales. Both these types of searches are real examples where ads makes a difference.
Local Map Pack
Google search for roofing brings up listings
Showing up in maps is highly tied to your businesses address as well as where the searches is located at the time of search.
You may have heard with more people using their voice to search on phones, near me searches are growing in popularity.
Source Think With Google
People don't like doing business with companies far away. All the surveys on distance say so. This holds true even with service businesses since some charge a dreaded trip fee to nearby towns.
To show up in maps more you need more legitimate addresses with their own reviews and marketing strategy or to bid in ads.
Google has really made it so rarely do you show in all parts of a large city. Try doing the same search from your mobile device when out and about and you will see what I mean.
Ads show in maps when people look past the first 3 results by hitting more. Google has also been testing home service ads which to some are scary and others an answer to this problem.
Traditional Organic Results
The former days of Google these text link listings were all that showed. Now short of ads, these blue text links are your best hope to show up in location searches outside a small radius from your business address.
Here is a business without an address in Rexburg (where I live) using location pages to widen the net.
Google is trying to maximize profits and make searchers happy. Having a strategy to show up in all 3 local search results areas is a must.
- Consider ads for broad searches
- Consider ads for nearby towns
- Understand the limitations of maps and addresses
- Consider location pages for nearby towns