Traffic Through Reviews and Search

Local SEO can be daunting for a small business. We wanted to put together some info that’d help you understand how to be seen and stand out in increasingly competitive markets. The most impactful way to get found through of local SEO you’re your Google reviews, increasing your ranking position in search engine results pages (SERP), and increasing organic traffic. At the end of the day, you want to be discovered and ultimately chosen by potential customers as they search. Everyone from an auto shop, detailer, or HVAC specialist can see a massive increase in new clients and never think that being at the top of those search results is impossible.

The Power of Google Reviews

Google reviews are one of the most trusted resources consumers use when evaluating businesses. It’s free and it’s the easiest way that you’ll get found. When you go shopping, whether that’s on Amazon or looking for a new restaurant, everyone looks at the reviews now that they are so easy to look up. It’s hard to understate how important it is to be actively requesting reviews from your customers. There are ways to do that automatically or with simple follow-up emails, but you should be doing something.  

BrightLocal found that 76% of people “always” or “regularly” read reviews when searching for local services or products.

This trust translates directly into purchasing decisions, with 93% of consumers admitting that online reviews play a critical role in determining where they spend their money.

A higher average star rating (4.0 or above) is significantly more likely to attract customers, as more than half of consumers avoid businesses with lower ratings. The overall rating is important in determining where you rank on the Google Map Pack or SERP, but Google also learns to read between the lines. The quantity of reviews, how often new reviews are posted and the diversity of the type of review - all are factored into the Search Engine Results these days.

Responding to reviews is equally important; BrightLocal (2023) found that 57% of consumers expect businesses to reply to negative reviews within a week.

Prompt, professional responses show that the business values customer feedback, helping to build trust even in less-than-ideal situations.

Why it Matters:

When it comes to search engine results, ranking position is everything. A 2023 study by Sistrix said that the first organic result on Google gets a 29% click-through rate (CTR). The second result sees a massive drop down to 15.7%, and the third gets only 11%. I’m sure you knew being higher was better, but the real story here is that if you are off the first page, expect to see only a small fraction of traffic that your competitors are seeing.

Running search ads will put you on that first page, but not everyone clicks ads (or trusts ads). If you need eyeballs on your website or want the phone to ring, Google Search Ads can be a shortcut to making that happen. The long-term goal should be to earn traffic from non-advertising clicks – this is called ‘organic traffic’.  

Google  Maps

For service businesses, ranking in the "local pack" can be a game-changer. The local pack, which features a map and the top three local listings, is displayed at the top of Google’s search results for location-specific topics or specific industries. The visibility from the Map can create to website traffic, phone calls and increased foot traffic.

Google reports that 78% of location-based mobile searches result in a purchase, since a search often means that individual is looking for a nearby solution and comparing you against whomever may pop up.

To rank higher, businesses can not ignore their Google Business Profile.

Ensuring all details—such as name, address, phone number (NAP), and hours—are accurate and consistent. Add high-quality images, collect reviews, and regularly updating the profile with posts or offers can also improve visibility.

Search Engine Optimization (SEO)

Optimizing for higher rankings requires a strategic approach to SEO. On-page SEO, including local keyword optimization and structured data, is another crucial component for climbing the rankings. Educational and useful information can be the key.  For instance, a plumber in Seattle might create blog posts addressing common local plumbing issues or showcasing successful projects in the area. These efforts not only attract more visitors but also establish the business as a trusted authority in its field. Additionally, improving user experience—through mobile-friendly design, fast-loading pages, and intuitive navigation—ensures that visitors stay longer and are more likely to convert into customers. Oh, and don’t forget about having your business listed on as many directories as possible.

You Should Care About Organic Traffic

Paid advertising delivers short-term results at a cost, meanwhile organic search provides sustainable, long-term benefits. For small businesses with limited marketing budgets, this makes organic traffic a cost-effective way to grow their audience. If organic traffic can offset the need for advertising, that is budget that can be put elsewhere. Just like planting a tree, the best day to start building your website to gain traffic was yesterday.

One of the most important aspects of organic traffic is its connection to local search intent. Google reports that 46% of all searches have local intent, meaning users are actively looking for businesses, or services near them.

These searches often include terms like “near me” or specify a city (especially the city) make it easy for businesses aiming to capture high-intent customers.

Actionable Steps for Small Businesses

This can sound like a lot for small businesses looking to grow, but there are actionable steps to take in each of these areas. Start by building a strategy to encourage Google reviews. This could include signage, email and texting automation campaigns, or even incentives for customers who leave feedback. Remember, reviews not only build trust from your next customers but also improve your rankings in Google’s local search results so you can gain more customers too.

Ranking position is equally vital, so invest in on-page and off-page SEO. Update your Google Business Profile regularly and focus on local keywords that resonate with your target audience. Appearances in the the local map pack can should be an achievable goal.

Finally, prioritize organic traffic as a long-term investment. Publishing relevant, keyword-optimized content and improving website performance will help you capture a larger share of search traffic while reducing reliance on paid advertising. By consistently producing valuable content and maintaining a strong web presence, your business can attract and retain customers more effectively.

This is all a long game and so be patient as you build things out. There are lots of small tweaks and steps that can be done, but doing something and putting out content is better than doing nothing.

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