With big box retailers dominating many commercial shopping districts, you may wonder whether local businesses still carry enough clout to strengthen local economies. The answer is: absolutely! Small business owners can still make a genuine impact by fulfilling the unique needs of the local community.
Revenue from smaller storefronts can provide taxes for town improvements, add job opportunities, inspire innovation among residents, encourage tourist visits, and increase foot traffic to surrounding businesses.
Become a pillar of the community by adopting techniques that put your business on the map, ready to compete against household brand names. And by that, we mean Google Maps. You’ll be able to add your address by signing up for a Google Business Profile. This suite of tools is invaluable to local establishments looking to reach more customers.
Just how important is Google for businesses like yours? A BrightLocal survey revealed that 93% of consumers searched for local businesses online during the past year. And the most likely search engine those users are turning to is Google, which captures over 90% of the market share of internet searches, according to Statcounter.
Continue reading if you’re eager to learn how to market your business with tried-and-true tools built by the experts at Google.
The Role of Google in Local Search Results
As noted above, Google has the power to position your business in front of your ideal audience. How often this occurs and where you rank on local listings depends on search engine algorithms. These processes use AI to parse through data to match the right results to each user. Location is a significant factor for anyone searching for a business within their vicinity.
An impressive 9 out of 10 consumers say they make efforts to patronize local businesses. Google knows this, but requires help from you to be effective. That’s why having a Google Business Profile full of accurate information is vital to gain a top position on their Search Engine Results Page (SERP).
When you show up more often in local search results, you’ll add to your credibility and Google users will become more familiar with your brand. That’s why every digital marketing strategy benefits from the discoverability tools Google provides. Together, local customers can find the physical location of your business without planning an extensive scouting trip around town.
How Google Reviews Impact Local Online Marketing
For many consumers, the first stop on any Google Business Profile is the customer review section. This is where potential customers determine whether your brand is trustworthy and worth their consideration. No one wants to waste their time on a company whose feedback leans heavily toward negative customer experiences.
You might think that it’s better to avoid criticism altogether, but zero feedback from customers does little to soothe the concerns of newcomers. Shoppers are seeking signs of legitimacy, and that often requires online reviews from real customers. A local community vouching for your business is especially impactful.
Reputation isn’t just about word-of-mouth in the neighborhood, though. Plenty of testimonials matter to search engines too. Quality reviews, especially those with positive scores, factor into Google’s search result rankings for local businesses.
Here’s why Google’s online reviews matter so much:
- 88% of consumers are influenced by reviews when seeking a local business
- 94% of consumers have read a review in the past year, with nearly 25% reporting doing so within the past 24 hours
- Over a quarter of consumers are seeking 4-star averages, but the overall average consumers required to move forward was 3.4 stars
- Approximately half of consumers said they’d travel farther or spend more to patronize businesses with better reviews
- 56% of consumers were influenced by the way businesses responded to their reviews
See our State of Reviews Report for more eye-opening insight into customer relationships with local businesses.
