Big news this week for Service Area Businesses (SABs): Google has rolled out a major update that changes how you can define your service area in Google My Business (GMB). Previously, SABs had to set a radius around their physical address (think "serving customers within 40 miles"). Now, you can define your service area by region, city, or even ZIP code. This means that if you don't have a physical storefront, you can opt not to display your business address in GMB. Talk about a win for SABs who were tired of turning customers away at the front door!
In the wise words of Ben Fisher, GMB Gold Product Expert, “This update allows SABs to create a listing without an address, leading to a more human-readable service area description.” It’s not just a change in logistics; it’s a strategic shift designed to better connect consumers with the services they need.
The Shift in SERP Dynamics
Now, what does this mean for how people are finding you online? Recent studies reveal that clicks on SAB SERPs are heavily influenced by review scores and totals. When potential customers search for services—let's say, "plumbers in San Francisco"—over 50% of clicks go to organic search results, while 32.26% land in the Local Pack. Even PPC ads, which often get attention, only grab 14.11% of clicks at the top of the page and a dismal 0.44% at the bottom.
So, what drives these clicks?
Directory Listings Are Gold: A staggering 30% of organic clicks come from users specifically looking for directory links. These savvy consumers are usually in the research phase, hunting for the "best" or "top" businesses. This means your SAB needs to be listed in directories to stand a chance at being seen. And guess what? GMB Fox specializes in citation building, ensuring your business shines in those vital directories.
Reviews Rule the Roost: When it comes to the Local Pack, half of all clicks are motivated by the review ratings. In fact, the number of reviews plays a significant role too. If you want to dominate local search, focus on building a strong online reputation. For those needing help with this, our newly launched tool, Reputation Manager, is designed to assist you in generating, monitoring, and responding to reviews.
Stay Updated: If you're a SAB in the U.S., check out our recent Local Services Ads Study. It provides an in-depth look at what’s happening in SERPs when someone searches for services in your area.
We Want to Hear From You!
So, how do you feel about the changes to GMB’s service area settings? Is this a step forward or a hurdle to overcome? What insights can you take from these SERP click trends? We’d love to hear your thoughts in the comments below!
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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