Google’s Search Engine Results Page (SERP) is the digital frontline for service businesses.
Whether you’re a locksmith, plumber, electrician, or any local service provider, understanding the anatomy of SERP is crucial.
In this article, we’ll break down the four primary components of Google SERP and discuss their relevance for service businesses. Read on to learn more…
1. Google Guaranteed / Local Search Ads
When you see a business badge with “Google Guaranteed” or “Google Screened”, know that this isn’t merely an ad. It’s an endorsement by Google that the business has passed a thorough background check.
Google requires businesses to furnish an array of documents ranging from insurance policies and licenses to government-issued registrations.
The unique aspect of Local Search Ads is its payment structure. Instead of the pay-per-click model that many advertisers are familiar with, you pay Google per lead generated.
The price might range from $10 to a whopping $50, but the silver lining is you’re paying for a hot lead – someone who’s genuinely interested in your service.
2. Standard Google Ads
Traditional Google Ads aka PPC (Pay per Click) have long been a staple of online advertising. However, there’s a catch for some businesses.
Take locksmiths, for instance. Google requires them to undergo “Advanced Verification”. This is Google’s attempt to filter out dubious businesses.
The verification process involves submitting various items to Google– images of your business vehicle, utility bill, locksmith tools, licenses, and more.
Though the process may be stringent, it’s Google’s way of maintaining SERP integrity.
3. The Map Pack
For a service business, the Map Pack is the holy grail. The aim is to position your business among the top three results because that’s all that Google showcases on its first SERP.
Ranking below the top 3 dramatically reduces your visibility.
How to rank first in Google Maps?
Achieving a top rank within the Map Pack depends on several factors:
Proximity: The nearer your business is to the searcher, the better.
Reviews: Both the number and the quality matter.
Authoritativeness: How frequently is your business cited online? The more, the better.
NAP Consistency: Your business’s Name, Address, and Phone number must be consistently listed across the web.
Website Quality: A top-notch, SEO-optimized website can significantly boost your Map Pack ranking.
4. Organic Search Results
Lastly, we have the organic search results. This is where your website’s quality is pitted against your competitors. Several factors determine your rank:
Content Quality: Fresh, relevant, and authoritative content is a must.
Page Structure: A well-organized site with clear navigation aids SEO.
Page Speed: If your site is slow, users will bounce back, signaling Google that your site might not be of high quality.
E-E-A-T: Google’s system for rating the Experience, Expertise, Authoritativeness, and Trustworthiness of websites.
The better your E-E-A-T score relative to your competitors, the higher you’ll rank.
Unfortunately, there is no actual way to see how Google rates you except by looking at how you compare in SERPs vs your competitors.
Conclusion
For service businesses, a robust understanding of Google SERP is indispensable. From acquiring hot leads to enhancing organic reach, mastering the intricacies of SERP components can set your business on the path to sustained online success.
Remember, the ultimate objective should always be to rank at the top, especially within the Map Pack, to ensure maximum visibility and customer trust.
Contact us if you need help ranking your business higher in Google SERPs!
