You Must Rank On Top Of Google Local Search If You Are a Local Business
What a time it has come that a company like Google can determine if you're rich or not. In today’s digital age, Google holds the power to make or break your business. With most people turning to search engines to find their next purchase, if you’re not actively working to rank higher, you’re putting your business at risk of being overlooked. It may not happen right away, but eventually, those who aren’t visible will be left behind. To ensure your business remains successful in the future, ranking at the top of Google should be your top priority. The reality is, consumers trust what they see first—if you're not at the top, you're simply not in the game. Investing in local SEO and making sure your business shows up where it matters will set you up for long-term success. You can’t afford to wait—start today or risk falling behind tomorrow.
Why Ranking on Google Local Search is the Smartest Move for Your Business
Let’s be real—by now, everyone should know that ranking at the top of Google Local Search is the most powerful thing you can do as a local business. I mean, how else are people finding businesses these days?
Sure, word-of-mouth referrals still exist—but let’s be honest, they’re fading fast. Your neighbor might know a decent plumber or mechanic, but does that mean they know the best one? Not necessarily. And here’s the thing—people are trusting personal recommendations less and less and turning to Google more than ever.
In fact, 98% of consumers use the internet to find local businesses, and 87% of people start their search on Google. (BrightLocal) That means the vast majority of your potential customers are skipping the "Who do you know?" conversations and instead asking, "Who has the best reviews? Who’s ranked highest? Who can I trust?"
And here’s the kicker—when people search online, they don’t just browse; they take action. 78% of local searches on mobile lead to a purchase within 24 hours (Google). So if your business isn’t showing up at the top? Guess what? Your competition is getting that call instead.
More and more, people are choosing businesses they find online over referrals. Why? Because they can see reviews, pricing, availability, and reputation instantly—no guessing, no relying on someone else’s opinion. The trust factor has shifted from personal recommendations to public online proof.
This isn’t just a trend—it’s the new reality. If you’re not dominating Google Local Search, you’re invisible to the majority of your potential customers. And in a world where people want fast, reliable answers, the businesses that show up first are the ones that win.
The question isn’t if you should focus on ranking at the top of Google—it’s how soon can you get there before your competitors do.
What About Paid Ads? Are They Better Than Local Search Ads?
Before we dive into ranking on Google Local Search, let’s clear up the difference between Local Service Ads (LSAs), Paid Ads (PPC), and Organic Search (SEO)—because each one plays a different role in helping you get customers.
1. Local Service Ads (LSAs) – The Fastest Way to Get High-Quality Leads
Ever notice those ads at the top of Google with the “Google Guaranteed” badge? That’s an LSA. These ads are a game-changer for home service businesses like roofers, plumbers, and HVAC companies because they don’t just bring traffic—they bring real leads. You’re not paying for clicks, you’re paying for actual customer inquiries. And because Google backs these ads with a trust badge, potential customers are way more likely to choose you over the competition.
📊 Did you know? Businesses using LSAs see a 3X higher conversion rate than regular PPC ads.
But there’s a catch—not every industry qualifies, and Google makes you jump through some hoops (like background checks and license verification). If you can get approved, though, this is one of the fastest and most cost-effective ways to get customers calling.
2. Paid Ads (PPC) – Instant Visibility, but at a Cost
Right below LSAs, you’ll find Pay-Per-Click (PPC) ads—the ones marked “Sponsored.” These ads work on a bidding system, meaning you pay every time someone clicks on your ad. Sounds good, right? The problem is, it can get expensive—fast.
For example, in high-competition industries like roofing or law firms, some clicks cost $50-$100 each! And here’s the kicker: the average PPC conversion rate for home services is only 2-5%. That means out of every 100 people who click your ad, only a few actually become customers.
If you don’t know what you’re doing, PPC can be a money pit. But with the right targeting and optimization, it can work—especially if you need immediate traffic.
3. Organic Search (SEO) – The Long-Term Money Maker
Now, let’s talk about the holy grail of online marketing—ranking organically on Google. Unlike LSAs and PPC, SEO doesn’t cost you per click. Once you rank at the top, you get a steady stream of high-quality leads—100% free.
But here’s the thing—SEO takes time. You won’t rank overnight. It can take months (or longer) to break into the top spots, and that’s why so many businesses ignore it. Big mistake.
📊 Did you know? 70-80% of users completely ignore paid ads and click on organic search results instead. If you’re not investing in SEO, you’re missing out on the majority of potential customers.
So, What’s the Best Strategy?
If you want fast leads, LSAs and PPC will get you in front of customers right away. If you want a long-term, consistent stream of leads without paying per click, SEO is the way to go.
But here’s the real secret—the businesses that dominate Google are the ones that use all three. Running LSAs, PPC, and SEO together ensures that no matter how people search, they find YOU first.
If you’re playing the long game, then hands down, optimizing for local search (organic SEO) is the smartest move you can make. Why? Because when you work to rank at the top of Google Local Search, you're not just chasing leads—you’re building credibility, trust, and authority in your industry.
Think about it—every blog post, every service page, every update you make to your Google Business Profile is working for you 24/7. You're not just attracting potential customers; you're educating and persuading them at the same time. Unlike paid ads, which are all about that immediate "buy now" pressure, organic local search lets people discover you naturally. They get to see your expertise, read your content, and feel confident about choosing you—without you having to spend a dime on ads.
It’s like a two-in-one deal—you’re getting leads and nurturing them into paying customers without constantly paying for clicks. Sure, it takes time, but once you hit that top spot? You’ve unlocked the holy grail of money—steady, high-quality leads rolling in on autopilot. 🚀
How to Rank On Top Of Google Local Search
The major problem is that ranking at the top isn’t easy—and it definitely doesn’t happen overnight.
If you feel like Google is taking forever to rank you, you’re not alone. Every single local business out there is fighting for that top spot. So how does Google decide who makes it and who doesn’t? And more importantly—how can YOU beat your competition and rank as fast as possible so you can start making money sooner rather than later?
The answer?
👉 Do everything you possibly can—nonstop.
There’s no secret hack. No overnight trick. No magic shortcut. Just like anything worthwhile in life, ranking at the top takes real work. Google rewards businesses that show up consistently, optimize relentlessly, and keep improving over time.
You need to be constantly updating your content, optimizing your Google Business Profile, getting more reviews, posting new content, and fine-tuning your website day in and day out.
And if you don’t have the time (which, let’s be honest, you probably don’t), then you need to find someone who can handle it for you—because if you’re not putting in the effort, your competitors are.
At the end of the day, ranking on Google isn’t about luck—it’s about who’s willing to do the work, stay consistent, and outlast everyone else.
So the real question is: Are you ready to put in the work? Or are you ready to let your competition take your leads?
1. Fully Optimize Your Google Business Profile (GBP)
Your Google Business Profile is your #1 local SEO tool. Complete every section with accurate business details, upload high-quality images, and update it regularly. A well-optimized profile increases your chances of ranking in the Google 3-Pack, which gets the most clicks.
2. Post on Google Business Profile Frequently
The more you post on GBP, the more Google sees you as an active, relevant business. Aim for multiple posts per week (if not daily) with:
Service updates
Special promotions
Project highlights
Customer testimonials
3. Create a Separate Page for Every Service You Offer
One big mistake many businesses make is listing all their services on one page. Instead, create dedicated service pages (e.g., "Roof Repair in Los Angeles" vs. "Roof Replacement in Los Angeles"). This helps Google rank you for specific searches and improves your visibility.
4. Build Location Pages for Every City You Serve
If you service multiple locations, don’t just mention them on one page. Create individual location pages optimized for each city, neighborhood, or service area. Example:
"Roof Repair in Pasadena"
"Roof Repair in Glendale"
"Roof Repair in Burbank"
Each page should have localized content to boost relevance.
5. Write Blog Posts at Least Once a Week
Regular blogging signals Google that your website is active and helps you rank for more keywords. Daily blogging is ideal, but if quality suffers, aim for at least one well-researched, valuable post per week that:
Answers common customer questions
Targets local search terms
Provides real solutions to problems
6. Use AI to Optimize Your Content for Keywords
If you’re missing keyword opportunities, AI tools like ChatGPT can scan your content and suggest improvements. Use a simple prompt like:
"Hey ChatGPT, I'm a [your type of business] trying to rank for [your main keyword] in [your city]. Scan my content and suggest any missing keywords or topics I should include to maximize my rankings. Thanks!"
7. Create Shareable Content
The more people share your content, the more Google sees it as valuable. Create guides, infographics, or useful tips that people want to share. More shares lead to higher rankings.
8. Get More Google Reviews (And Respond to Them!)
The more 5-star reviews you have, the higher you rank. Google prioritizes businesses with strong reputations.
Ask satisfied customers to leave a review—make it easy by sending them a direct link.
Respond to every review, good or bad. It shows engagement and improves your credibility.
💡 Stat: Businesses with more than 10 reviews rank higher than those with fewer. (BrightLocal)
9. Optimize Your Website for Speed & Mobile-Friendliness
Over 60% of local searches happen on mobile. If your site isn’t fast and mobile-friendly, you’re losing leads.
Use Google’s PageSpeed Insights to check and fix slow loading times.
Ensure your website is mobile-responsive so users can easily navigate and contact you.
💡 Stat: 88% of users won’t return to a website after a bad experience. (Think with Google)
10. Build Local Backlinks
Get backlinks from local directories, news websites, and industry blogs.
Sponsor local events, partner with local businesses, or get featured in local news articles.
The more authoritative local sites linking to you, the more Google trusts your business.
💡 Stat: The top-ranking local business in Google’s 3-Pack has an average of 81 backlinks. (Moz)
11. Add Schema Markup (Local Business Structured Data)
Use Schema Markup (structured data) to help Google understand your business info.
This improves your chances of showing up in rich search results, like featured snippets and “People Also Ask.”
💡 Pro Tip: Use Google’s Structured Data Markup Helper to generate the correct schema code for your business.
12. Consistency in Your Name, Address, and Phone Number (NAP)
Your NAP information must be exactly the same across your website, Google Business Profile, and directories.
Even minor differences (like "St." vs. "Street") can confuse Google and hurt your rankings.
💡 Stat: Businesses with consistent NAP information across 50+ directories rank higher in local searches. (Search Engine Journal)
13. Get Listed in High-Quality Local Directories
Yelp, Angi, Nextdoor, BBB, HomeAdvisor, Thumbtack, Houzz—these platforms can drive traffic and leads.
Ensure your information is consistent across all listings.
Google uses these directories as ranking signals.
💡 Pro Tip: Citations from high-authority directories help you rank faster—just make sure they’re accurate.
14. Use Location-Based Keywords in Your Content
Sprinkle local keywords naturally throughout your site, such as:
“Best roofing company in Los Angeles”
“Emergency plumbing services in Pasadena”
Include neighborhood names, landmarks, and city-specific terms to attract hyper-local searches.
💡 Stat: “Near me” searches have grown 400% in the past two years. (Google)
15. Add a Click-to-Call Button & Strong CTAs
Make it as easy as possible for customers to contact you.
Include a click-to-call button on every page of your site.
Use strong call-to-actions (CTAs) like:
"Call Now for a Free Quote!"
"Get Your Roof Fixed Today—Book an Appointment!"
💡 Stat: 70% of mobile searchers call a business directly from search results. (Google)
16. Regularly Update & Improve Your Content
Google favors fresh content. If your site hasn’t been updated in months, you’re losing rankings.
Keep your service pages, blogs, and FAQs updated with new info, images, and customer testimonials.
💡 Pro Tip: Refreshing old blog posts with new stats and insights can boost rankings without writing new content.
17. Use Video to Dominate Local Search
Create short videos showcasing your work, customer testimonials, and service tips.
Upload them to YouTube (owned by Google) and embed them on your site.
Google prioritizes video content, and customers trust businesses with real video proof.
💡 Stat: 88% of people are more likely to buy after watching a video. (Wyzowl)
18. Offer a Lead Magnet (e.g., Free Guide, Estimate, or Checklist)
People love free stuff. Offer something valuable in exchange for their email or phone number.
Examples:
"The Ultimate Guide to Roof Maintenance in LA"
"Free 10-Point Plumbing Inspection Checklist"
"Get a Free Quote in 60 Seconds!"
💡 Pro Tip: A lead magnet not only attracts visitors but also helps you build an email list for future marketing.
19. Run Local Service Ads (LSAs) for Instant Visibility
LSAs appear at the very top of Google, even above PPC ads and organic search results.
You only pay for leads, not clicks.
Google vets your business, adding credibility and trust.
💡 Stat: LSAs convert 3X better than traditional Google Ads. (Google)
20. Keep an Eye on Your Google Search Console & Analytics
Regularly check Google Search Console to track keyword rankings and fix errors.
Use Google Analytics to see what’s working and adjust your strategy accordingly.
💡 Pro Tip: Track which keywords bring the most traffic and double down on them.
Conclusion
In the end, the key to sustainable success in the home services industry isn’t just about throwing money at ads or hoping for a lucky break—it’s about smart, long-term strategies that position your business for consistent growth. While paid ads and Local Service Ads (LSAs) might offer quick results, they come with hefty costs and fleeting benefits. On the other hand, optimizing for Google Local Search through high-quality, well-crafted content is where the real magic happens. Yes, it takes time to build momentum, but once you're at the top, you’re not just getting leads—you’re building trust, credibility, and authority that convert those leads into loyal, paying customers.
But don’t forget, speed matters too. Responding to leads fast and nurturing them through the buying process is just as critical. Follow up immediately, and create a seamless experience for your customers.
So, if you’re tired of paying for poor-quality leads and chasing after customers, it’s time to play the long game. Combine smart SEO practices, top-tier lead nurturing, and consistent engagement with your Google Business Profile, and watch your business rise to the top of local search results. It’s a combination that will bring you the steady stream of high-quality, cost-effective leads that will keep your business thriving for years to come.
