In the ever-evolving world of digital marketing, understanding the nuances of local versus organic search results is crucial for businesses looking to enhance their visibility. Recently, we conducted a poll with over 400 participants on BrightLocal.com, seeking to uncover whether high rankings in local search or organic search yield better responses for local business clients. The responses were enlightening, showcasing the differing opinions on this critical issue.
What the Poll Revealed
The results showed that 51% of respondents believe local search rankings drive greater customer response, while 30% felt both local and organic rankings performed equally well. A mere 19% argued that organic results deliver a superior response. So, what does this mean for local businesses?
Local search placements generally provide more visibility since Google tends to display local packs prominently on the search results page. With 6 to 7 local pack results for many search terms, being high up in local rankings puts businesses front and center for customers. This means more potential phone calls, visits, and inquiries—essentially more ways to convert those clicks into customers.
The Organic Challenge
However, there’s a catch. Achieving high organic rankings can be more challenging for local businesses, particularly when competing for generic keywords. Yet, long-tail and geo-modified keywords often present a less competitive avenue that can drive meaningful traffic. These keywords not only attract relevant visitors but also indicate a higher intent to engage with the business.
“Local packs show up on so few search terms compared to what people are actually searching,” says Mike Ramsey from Nifty Marketing. “Sure, the terms are meaningful, but business is found in the long tail.” This perspective sheds light on why some SEOs prioritize local rankings—they see immediate engagement potential in the short term.
What Experts Are Saying
To gain deeper insight, we consulted local search experts to weigh in on the poll results.
Mike Ramsey adds, “If a good content strategy is in place (especially for service area businesses), then organic should trump your local traffic and leads.”
Joy Hawkins from Imprezzio Marketing points out that businesses with established reputations benefit from local rankings. “Clients care more about ranking locally when they already have a top organic spot, especially to showcase their review stars from Google.”
Adam Dorfman of Sim Partners emphasizes the need for a comprehensive strategy. “Businesses that do not have a strategy to target both organic and local results are usually missing out on search engine real estate.”
The Bottom Line
Ultimately, while local rankings are undeniably crucial, they shouldn’t overshadow the importance of organic search visibility. The best strategy lies in a balanced approach that harnesses the strengths of both. As you refine your marketing efforts, consider how both local and organic rankings can complement each other to drive maximum results.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing so you can focus on what truly matters: growing your business.
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