Have you seen Google’s “Local Justifications” that they include in many of their local search results? These justifications are a powerful way to make your business stand out in crowded search results, and users find them incredibly helpful. Importantly, you can influence these justifications to your advantage!
When you ask your customers for reviews, simply mention that it really helps if they would mention ______ in it. For example, if a number of your reviews mention “quick turnaround” then you’ll likely start to see that in the Justifications section.
What are Local Justifications?
Local justifications are additional snippets of text that Google may display on business listings in the local packs, local finders, and Google Maps. These snippets are designed to highlight how a feature of your business matches the search intent of a potential customer. For example, if someone searches for “accent chairs in Corte Madera,” they might see a justification stating that these are available at your store, which immediately informs them that your business meets their needs.
Why They Matter
The presence of justifications in Google’s local search results is significant, with research showing that over half of the local SERPs now include them, enhancing visibility and potentially boosting click-through rates. This visibility plays a crucial role because even when a business has good local rankings, it’s the unique elements like justifications that can make it the top choice for searchers.
How to Influence Local Justifications
Influencing what shows up in these justifications can be done through various types of content you manage:
- Reviews: Guide your customers to include specific keywords in their Google My Business reviews. Just as YouTubers encourage viewers to “smash that like button,” prompting customers to mention certain aspects of your service or product can lead to those phrases being highlighted in your local justifications.
- Website Content: The content on your website, especially the page linked from your Google My Business listing, should be optimized for the keywords you want to be justified. Even if the specific service isn’t mentioned prominently on the landing page, subtle mentions or listings in a dropdown menu can be picked up by Google.
- Posts and Services: Regular updates through Google Posts and a detailed listing of services can also trigger justifications. These could range from special offerings like “custom-created engagement rings” to more standard services, which then get highlighted directly in the search results.
- In Stock and Menu Options: For businesses that sell products, ensuring that your inventory is listed through Google’s “See What’s In Store” program and that your menus are updated both on your website and Google My Business can result in “in stock” or “menu” justifications, which inform customers about the availability of certain items directly through search results.
Google has started testing a new design and feature for its local justifications section, adding a “people like” section that highlights popular preferences and is shaded in blue, making it stand out even more under local pack snippet results. This indicates that Google continues to evolve how justifications are displayed, making them even more prominent and influential.
By understanding and influencing the types of local justifications that appear with your business listings, you can significantly enhance how your business is perceived online. It’s about making sure your business is the one that stands out in a dense field of options, precisely matching the intent of the searchers and drawing them in.
