Have you ever noticed how different the Search Engine Results Page (aka SERP) looks when you search for something like “plumber near me” vs when you search for something like “how to fix a leak”? There’s a reason for the differences you see, and it all has to do with how the search engine(s) seek to provide the best answers possible as quickly as possible.
For local businesses, it is very important to understand how search algorithms interpret user intent so the business can tailor their strategy for taking advantage of the various features of a SERP that come into play for their particular niche.
In this article, we’ll go over some of the features of a SERP and go into a little more detail about user intent to give local businesses an idea why details are important when it comes to SEO.
Organic Search Results
The standard listings that appear based on their relevance to the search query are called organic search results. They include:
- Title: The clickable headline of the page.
- URL: The web address of the page.
- Meta Description: A brief summary of the page content.
Paid Search Results (Ads)
The listings that appear with the ‘sponsored’ label are paid placements by businesses targeting specific keywords. The appearance of ads sections changes from time to time, but they tend to always be marked in a way that users can tell they are paid placements. Often, users with a trained eye will skim past ads to get to organic results.
Local Pack:
The set of three local business listings along with a map that appear for queries with local intent is called Local Pack (We’ll go into more detail about user intent later in this article). The Local Pack includes details such as the business name, address, phone number, and the map with pins for various businesses that fit the search query.
Local businesses don’t have to have a brick and mortar store or office in order to show up on the map. Establishing a home address as a business address is an option, and many home-based businesses can be set up as what is known as ‘service area’ businesses so they can show up on the map.
For any business that functions within a local market, it is imperative to have a Google Business Profile. It is even better if that profile shows up on the local pack for the most relevant search terms in the business’s industry.
Featured Snippets:
Search results displayed as brief excerpts from web pages that directly answer the search query are called Featured Snippets. These seem to be more commonly replaced by AI snippets but sometimes they still appear. For businesses that have great evergreen content that is highly informative and actionable, showing up in a featured snippet can lead to lots of website traffic.
Knowledge Graph:
The section of a SERP that provides a comprehensive answer to a search query is called the Knowledge Graph. It often includes detailed information and maybe images about a very specific topic. Again, this depends on the query, but sometimes a business can show up in the knowledge graph.
Understanding User Intent
Context is everything when seeking to understand user intent. It is very helpful for local business to have real data to know the specific words people are using to search for their type of business services or products.
A broad search like “cabinets” might return a SERP full of information about cabinets but not necessarily anything about local cabinet builders or installers. But a search for something more specific like “cabinet maker” or “kitchen cabinet installation” gives the search engine more context to know the user is likely looking for help from a local cabinet business, not just broadly searching for information about cabinets.
Search engines are able to analyze search terms for context clues and couple that information with the user’s location to point them to businesses who meet the criteria of what the user is looking for. This is why it is imperative for local businesses to have profiles such as Google Business Profile, their profiles should be maintained regularly, and businesses should be constantly assessing what works and what doesn’t for capturing the clicks of users who are looking for what their business does.
Conclusion:
Understanding the components of a SERP and the user intent that the SERP is designed to satisfy is the first step for local businesses to begin improving their online visibility. To take full advantage of how a business appears in search results, a comprehensive local SEO strategy is likely necessary.
Tavallo specializes in local SEO – helping businesses attract customers by showing up for what they’re looking for the way they’re looking for it. Let us know how we can serve your business!