When you first start to promote your small business online, Google can be a big headache. WHere exactly can you be found on the search giant and which area is it best for you to focus on? There are actually four areas that can be found and we cover them all below.
The local service ads
This is one of the latest additions from Google and it is now the first spot that you can appear on Google. Specifically, these are localized ads that promote specific types of local businesses. The important thing to note is that these are not pay per click ads unlike the typical ads you might see on Google. Instead, these are lead generation ads and small businesses will only get charged if the searcher fills out a short questionnaire and Google deems the lead valid. Businesses will still get charged whether or not they eventually convert the lead. You’ll need to jump through a couple of hoops if you want to use this service. That’s because Google offers a guarantee to all customers who find a contractor through these ads. They need to make sure that all businesses that advertise are genuine and responsible as a result.
Google PPC Ads
These ads are the standard Google ads that the search engine has used to generate revenue for as long as most people can remember. These are PPC ads, which means that small businesses will get charged a fee every time someone clicks on their ad, regardless of whether that person converts as a customer or not. Small business owners will need to set up several targeting metrics, including keywords, location and bidding price. They will also need to a sign a daily budget, so Google can track how much you spend and how often they should show your ad.
Google’s Local Pack
Below both ad sections but still at the top of the page in clear view is Google’s Local Pack. This is the first organic section that small businesses can appear in and it is a great way for local businesses to drum up customers. Google will show at least three businesses that are relevant to the user’s search query. Which businesses they show will depend on a number of factors, including the business’ location, its reviews, it’s GMB profile and it’s general web presence. The better all of these factors, the more likely you are to appear.
The organic results
The final place that small businesses can appear on Google is in the organic search results. These results are the ones that are most often clicked by searchers and so appearing here can have a huge impact on your website’s traffic. How Google decides which businesses appear here depends on almost 200 factors that compromise things like links to your website and your site’s contents. Getting your business to rank here is a core service offered by many digital marketing agencies. However, no one can guarantee results, no matter how much money you spend.
If you need help ranking in any of these positions, give us a call today!