Google SERP’s continues to become more convulated day by day. Then you add AI search into the mix.
The days of ten blue links are dead. You can show up on the first page of traditional search and not get seen.
For example, here is the SERP for the high intent keyword “hvac services near me.” Take a look…
First you have sponsored ads. Then the local pack. Next is Yelp. After that the “people also ask” section. You have to scroll down half the page to get to an actual website.
This is why the local pack is so important these days. If you can show up in the top three you’re going to get more leads.
How does one rank top three in the local pack?
First, you want to make sure your profile is filled out completely and accurately.
After that, the main levers of ranking in the top of the local pack are…
Proximity: Unfortunately, you have no control over this. Where your business is located plays a huge part of the local pack. If you’re located in Marietta, GA don’t expect to show up in the Local Pack for Atlanta.
Reviews: From what I’ve seen reviews are biggest needle mover when it comes to ranking in the local pack. But it isn’t only about volume. It’s also about recency of reviews.
Getting more reviews more often isn’t completely under your control. You can, however, tip the odds in your favor.
Ask
Ask for a review immediately after a successful job. Most customers will be more than willing to do so.
Send a link
Send a direct link to your GBP reviews via text or email after a completed job. Make it easy for the customer and they’re more likely to leave a review. You should stagger reviews, but the majority should be on GBP.
Train your employees
Train your employees to ask for reviews. Better yet, incentive them to ask for reviews.
Follow up
Follow up a few days later if customer still hasn’t left a review. Don’t be pushy. One follow up is enough.
Respond
Respond to every review whether it’s positive or negative. Try to respond to every review within the first 48 hours.
DO NOT offer money, gift cards, or contests in exchange for reviews. This violates Google’s policies and can result in your profile being penalized.