Let’s get to it… I made a search for “seo for manufacturing near me.” (Yeah, no one searches that, but I’m using it to explain the point)
With any search that has “local intent” (a possible need for a local business), you’ll see the Google “Map Pack” in your search engine results. Three businesses as seen below:
In the above image you can see under our listing it says, “Their website mentions seo and manufacturers”
And this is the point I’m trying to make.
Content on your website will impact your business’ visibility in those maps.
The crazy thing is that Google won’t always give you that indication right in the map pack. So even when it’s not mentioned, it’s often the help of your site’s content that gets you in those positions.
So it’s clear that publishing content on your site gives your business more visibility, but what about generating leads and new customers without those viewers going to your website to view that content?
Great question. Here are some scenarios:
The searcher just types the phone number they see in the map pack and calls you or visits your location without ever visiting your website.
The searcher clicks on your listing and not the blue “Website” button, which leads them to more listing information. (Google is allowing you to add more rich information to your Google My Business account, so many local businesses are actually seeing less traffic because users are finding what they need right on the listing. For more on this, see this HubSpot Article).
The searcher writes down or saves your business name somewhere and then Google’s it later (even though the first time they heard of you was through that search that didn’t include your name).
I could go on, but I think you get the idea…
These circumstances are even more likely to be true for local businesses that offer emergency services or get a lot of “non-scheduled” foot traffic. Think roof repair, hardware and equipment stores, spas, and other retail businesses.
In summary: Continue to help your customer by publishing helpful content on your website and you’ll likely generate new business whether or not your customers ever see that content. Even though Google’s search engine results page is being tweaked all the time, good content remains crucial.