Appearing in the local business results is extremely powerful, especially for businesses where location is important. What happens is Google detects the location of the searcher, and offers the local business results to provide the most relevant information possible (that’s its job after all, to make it as easy as possible for users to find the info they’re looking for).
So even if a person types in a search term that is completely location non-specific, such as the example ‘turf’, and is searching the entire web (instead of even narrowing it down to ‘pages from Australia’), they will still get relevant, local results on their first search. So users are less likely to have to search again and refine their search by specifying a location.
What this means for businesses, is that even if you manage to achieve top listings in your location for key search terms, there is a high chance you will miss all the local users who perform a more generic search first. On the bright side, if you take advantage of Google Business Listings, you’ll get a better chance of capturing local users, even on more generic search terms that you haven’t out-competed every other website in the world for.
Paul Munns Instant Lawn now appears in the local business results for Adelaide-based users for ‘search the web’ search terms like: lawn, turf, grass, synthetic grass & synthetic turf.