During the COVID-19 pandemic, customers looking for safer services purchased from a local business for the first time. They found local businesses based on web searches and made buying decisions based on the availability of delivery, curbside pickup, and contactless payment. All this information was present (or absent) on local landing pages (LLPs for short).
A Local Business First Exposure to a Consumer
Customers first see an LLP is through Google’s Local Pack, which displays map results, star ratings, and more above organic search results. Ranking within the local pack is based on a variety of factors, including Google My Business (GMB) listings, backlinks, reviews, and social media engagement. Businesses wishing to optimize their GMB listing need to claim their business profile, complete all its sections (including name, address, phone number, hours, website, and more), and keep the listing up to date.