When local customers search for services like yours, showing up on Google’s first page is essential to capture their attention and trust. But with Google’s various sections—Google Guaranteed, ads, Maps, and organic results—it’s important to understand how to make your business visible in all the right places.

Here’s a practical guide to managing your presence across these key areas and maximizing your chances of attracting local customers.

This is a clip from an internal training at our company, SEO Counselors. It covers each section of the Google search page, and how we get our clients’ companies to rank there. Enjoy!

-Chase, owner of SEO Counselors

Understanding Service-Based Search Results

When you type in a service keyword, Google interprets it based on intent.

Here’s a breakdown of what happens:

  1. *Service Keywords (e.g., “roofing company”) – Google assumes you’re looking to hire a nearby business.
    When you search for a service-based keyword, like “roofing company,” Google tries to match you with businesses nearby. Thanks to location tracking, Google already knows where you are, so even if you don’t type in your city, it’ll still show local options.
  2. Product Keywords (e.g., “roofing materials”) – Google shows product results for people interested in purchasing items. This is not as influenced by locality, so they may show results from Amazon, Walmart, or other online sellers. If you’re a small business, it’s going to be difficult to compete with product search unless you are very niche.
  3. Information Keywords (e.g., “what is roofing”) – Google pulls up informational sites, like Wikipedia or blogs, for users seeking definitions or explanations. This is the category that many SEO agencies target with blog writing. It’s easier to rank, but it does not typically drive revenue since it’s more informational, not commercial. (Commercial, meaning the visitor is looking to hire your service).

This is why it’s essential to choose the right keywords for your business.

*If you want to attract local customers, target service-based keywords like “roofing company” or “plumber near me.”

Key Sections in Google’s Local Search Results

When someone searches for a local service, Google organizes results into specific sections. Here’s a look at each one, along with tips on how to get your business featured there.

1. Google Guaranteed

The Google Guarantee section appears at the very top and is marked with a green checkmark. This program verifies businesses that meet specific criteria, such as proof of insurance, licenses, and registration. Essentially, Google is putting its stamp of approval on these businesses to give customers extra confidence.

Action Step: Apply for Google Guaranteed if it’s available in your industry. You’ll pay per lead, but being in this trusted section can boost your credibility with potential customers.

2. Google Ads

Below the Google Guarantee, you’ll see paid ads from businesses bidding on keywords like “roofing company.” Companies using Google Ads can test multiple headlines, descriptions, and even images to find the best combination for their target audience.

Action Step: Set up Google Ads for targeted keywords. Invest in crafting a compelling ad headline and description that give users a clear reason to click, like “Free Roofing Estimates” or “Reliable Local Plumber.”

3. Google Maps (Local Pack)

The Google Maps section, also known as the “three-pack,” features the top three local businesses based on location, reviews, and profile quality. It’s a free listing that relies heavily on your Google Business Profile and customer reviews.

Action Step: Complete your Google Business Profile and work on gathering positive reviews. Regularly update your profile with accurate information, such as business hours, contact details, and photos.

Pro Tip: Encourage satisfied customers to leave reviews, as these help boost your ranking in the three-pack.

4. Organic Search Results (SERPs)

Below Google Ads and the Local Pack, you’ll find the organic search results. Businesses here appear due to strong SEO practices rather than paid ads. Ranking in the organic section typically requires optimizing your website content with local keywords, such as “roofing company Bentonville.”

Action Step: Invest in on-page SEO for your website. Include local keywords in headings, titles, and meta descriptions, and create content that directly answers common customer questions about your services.

Why Your Location and Reviews Matter

Google’s algorithms heavily factor in proximity and reviews when deciding which businesses to display in local results. Even if a business has fewer reviews, its proximity to the searcher’s location can sometimes rank it higher than more reviewed businesses located farther away.

Takeaway: If you serve a large area, consider establishing a presence closer to the primary location you want to rank in. For example, if your main office is 10 miles out of town but most of your customers are in Bentonville, setting up a small office or co-working space downtown can improve local rankings.

Tips for Maximizing Your Visibility Across Google’s Sections

To increase your chances of showing up in multiple areas on Google’s search results page, consider combining both paid and organic SEO strategies. Here’s how to get the most visibility:

  • Google Guaranteed & Ads: Pay to appear in the Google Guaranteed and Ads sections, where you get immediate visibility at the top of search results. For service-based industries like roofing, plumbing, and electrical, this top-of-page exposure can bring valuable leads.
  • Google Maps: Claim your free Google Business Profile and work on building up positive reviews. Respond to all reviews (positive and negative) professionally, as Google favors active, engaged profiles.
  • Organic SEO: Optimize your website with local SEO tactics. If possible, add locally relevant content, such as blog posts or FAQs, that answer specific questions about your services in your area.

Combined Strategy Tip: When users see your business listed in multiple areas—Google Ads, the Local Pack, and organic results—they’re more likely to view your business as established and trustworthy. This presence across sections can create a powerful impression, especially in competitive markets.

Final Takeaways: Making Google Work for Your Business

Here’s the lay of the land: Google’s local search results are designed to meet the needs of users based on search intent, location, and reputation.

If you want to dominate Google for your local services, a combination of paid listings, optimized Google Business Profile, and consistent SEO efforts is the way to go. Focus on making it easy for potential customers to find your business, learn about your services, and feel confident choosing you over the competition.

Quick Recap of Action Steps:

  • Apply for Google Guaranteed if available in your industry.
  • Use Google Ads for top-of-page visibility and test different ad variations.
  • Optimize your Google Business Profile and gather reviews for the Google Maps section.
  • Invest in Organic SEO by including local keywords, creating helpful content, and improving your website’s on-page SEO.

By taking these steps, your business can achieve better visibility across Google’s results, making you the go-to choice for local customers searching for your services.