Local search results are specialized listings shown by search engines when users look for nearby businesses or services. These results typically appear in three main formats:
When someone searches for a business type near them, Google determines which businesses to show based on three key factors: proximity (how close the business is), relevance (how well it matches the search), and prominence (how established and reputable the business is).
I'm Rob Gundermann, and I've spent over 15 years helping local businesses improve their visibility in local search results through strategic optimization and marketing techniques. My experience with local search results spans industries from HVAC companies to financial advisors, and I've helped hundreds of businesses increase their local visibility.
Simple local search results glossary:
- rank tracking for local keywords
- seo rank my business
- rank higher on google maps
When you're running a business in Pennsylvania or anywhere else that serves local customers, showing up in local search results isn't just a marketing nice-to-have—it's absolutely crucial for your business to thrive.
Think about your own behavior for a moment. When you need a coffee shop, plumber, or hair salon, what's the first thing you do? Most of us reach for our phones. This everyday habit is why local visibility matters so much.
Nearly half (46%) of all Google searches now have local intent. People are actively looking for businesses just like yours! Even more impressive is what happens after these searches—88% of consumers who search locally on their smartphone will visit a related store within a week, and 76% will visit within just 24 hours. Most importantly, 28% of these local searches directly lead to purchases.
The rise of "zero-click searches" has changed everything about local marketing. About 50% of Google searches now end without anyone clicking through to a website. Users get your phone number, hours, and directions directly from the search results page. If you're not visible there, potential customers might never find you—even if you've invested thousands in a stunning website.
Our mobile-first world has transformed how foot traffic happens. When someone stands on a street corner wondering where to grab lunch or needs an emergency plumber, they're making quick decisions based on what appears in their local search results.
"One of our hardware store clients in Harrisburg saw their in-store visits increase by 32% after we optimized their local presence," shares our local search specialist at Premier Digital Marketers. "Their conversion rates from local searches were nearly three times higher than from their regular online advertising."
The beauty of strong local visibility is that it connects with customers at their moment of highest intent. When someone searches for "hardware store near me" or "best pizza in Allentown," they're ready to visit and spend money. Being visible in those local search results puts your business exactly where it needs to be—in front of motivated local customers ready to walk through your door.
When you search for a nearby coffee shop or plumber, what you see isn't the same as when you're researching ancient history or looking up a recipe. Local search results are specially designed to help you find businesses and services near your current location.
Think of local search results as Google's way of saying, "Here are the most relevant businesses close to you right now." These results prominently feature a map and business listings rather than just informational websites.
The Local Pack is that handy box with a map and three business listings that pops up when you search for local services. It used to show seven businesses until 2015, when Google trimmed it down to just three—making those top spots even more valuable for local businesses.
When you look at a Local Pack, you'll notice several key elements that help you decide which business to choose. The business name serves as a clickable link to their Google profile. Right beside it, you'll see the star rating showing the average customer satisfaction on a 5-star scale, along with the total review count.
The business category helps you confirm you've found what you're looking for, while the address and hours information lets you know if they're open and how far you'll need to travel. On mobile devices, you'll also find handy buttons to visit their website, get directions, or make a call with one tap.
Recent BrightLocal research shows that Google has boosted the visibility of these local listings by 20-30% in recent years—a clear sign of how important they've become in the search ecosystem.
There are two main ways people search for local businesses:
With explicit local searches, you're specifically mentioning a location, like "dentist in Harrisburg PA" or "best pizza in Central Pennsylvania." You're telling Google exactly where to look.
Implicit local searches don't mention any location—you simply type "gas station" or "florist" and let Google figure out where you are. Your phone's GPS or your computer's IP address helps Google show results near your current location.
What's fascinating is how Google has expanded local results even for searches that don't seem location-specific. As one search expert put it, "Google is rewriting the local search space. They're now showing local search results—a map, business listings, and more—even when searchers use generic terms that don't include a local word."
| General Search Results | Local Search Results |
|---|---|
| Prioritize authority and relevance | Prioritize proximity, relevance, and prominence |
| Same results nationwide | Results vary by location |
| Focus on informational content | Focus on business information |
| Ranking based on 200+ factors | Ranking heavily influenced by Google Business Profile |
| Links are primary ranking factor | Reviews and citations are major ranking factors |
At Premier Digital Marketers, we've seen how businesses that understand these differences can tailor their strategies to appear in the right local search results at the right time—connecting with customers precisely when they're ready to visit a store or make a purchase.
Google uses three primary factors to determine which businesses appear in local search results:
When it comes to local search, your physical location matters—a lot. Proximity is often the heavyweight champion of ranking factors, simply answering the question: how close is your business to the person searching?
"Proximity—the physical distance between searcher and business—is the number one factor in Google's local search ranking," our research consistently shows.
Google figures out where you are through several methods. If you're on your phone with location services on, it uses your GPS coordinates. Desktop searchers get located through their IP address. And if someone types "dentist in Palmyra PA," Google knows exactly where to look.
This proximity factor creates some interesting situations. Have you ever stood right outside a restaurant and been puzzled when it doesn't show up in your search results? That's proximity at work—sometimes a competitor just a few feet closer to you might take the top spot, even if they have fewer reviews or less prominence.
For service businesses like plumbers or landscapers who come to you rather than the other way around, Google considers the service areas you've defined in your Google Business Profile when determining relevance to local searches.
Relevance is all about how well your business matches what someone is looking for. Think of it as Google playing matchmaker between searchers and businesses.
To boost your relevance, start with your Google Business Profile. Choose the most accurate primary category from the nearly 4,000 options available. Don't try to game the system—as local SEO expert Myles Anderson advises, "Be specific when choosing GMB categories and limit total categories." You can add up to 10 total categories, but only select ones that truly represent your business.
Complete all attributes that apply to your business—these are the little details like "free WiFi" or "outdoor seating" that help customers make decisions. For Pennsylvania businesses, create content that references local neighborhoods, landmarks, and service areas around Central PA that your customers would recognize.
Your website content should naturally include relevant keywords and address specific customer needs through dedicated service or product pages. This helps Google understand exactly what you offer and to whom.
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Prominence is essentially your business's reputation and visibility both online and offline. Google wants to recommend businesses that people know and trust.
Your reviews tell a powerful story—both quantity and quality matter. Did you know that 6 in 10 consumers require businesses to have at least a 4-star overall rating before they'll even consider them? That's why actively managing your reviews is crucial for local search results.
Beyond reviews, Google looks at citation volume and consistency—is your business information accurate and consistent across the web? They also consider link signals (quality backlinks from local and industry-relevant websites), your overall website authority, and your demonstration of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Even your social media presence plays a role, with engagement on platforms like Facebook and Instagram sending signals about your business's relevance and popularity. And don't discount offline prominence—if your business is well-known locally, that reputation can boost your rankings too.
"Google review signals make up to 15% of Google's local search engine ranking factors," according to our research, making them one of the most influential aspects of prominence.
Google's algorithm for local search has evolved significantly over the years. The 2012 Venice update and the subsequent Possum update in 2016 fundamentally changed how local results are determined. In fact, the Possum update alone caused 64% of local search results to change according to one industry study. These updates underscore Google's commitment to delivering the most relevant local businesses to searchers.
Ready to boost your visibility in local search results? Let's walk through a practical blueprint that works for businesses across Pennsylvania and beyond. No magic tricks here—just proven strategies that we've seen work time and again for our clients.
Your Google Business Profile (GBP) is like your digital storefront, and it needs just as much attention as your physical one. When we help clients in Central PA optimize their profiles, we start with the basics:
Claim and verify your listing right away—this tells Google you're legitimate and gives you control over your information. Use your exact business name (resist the temptation to add keywords or locations), and be meticulous about choosing your primary category. This single choice dramatically impacts which searches you'll appear in.
"We helped a Palmyra restaurant owner select a more specific primary category, and their visibility for 'brunch' searches increased by 34% in just three weeks," shares our local search specialist.
Don't forget to add high-quality photos—businesses with good visuals receive 42% more direction requests. And those special hours for holidays? They prevent frustrated customers showing up to locked doors.
A smart tip from our team: Add UTM tracking parameters to your website URL in your GBP. This helps you measure exactly how much traffic your listing generates, making it easier to calculate ROI.
Google My Business Presence: Boost Local Search Visibility
Reviews aren't just nice to have—they're essential currency in the local search economy. The numbers tell the story: 96% of American adults read local business reviews, and 70% read between 5-20 reviews before deciding to visit a business.
Creating a review acquisition system doesn't have to be complicated. Train your team to ask happy customers for reviews, then follow up with a simple text or email. The magic happens when you respond promptly (within 48 hours), address negatives professionally, and maintain a minimum 4-star rating.
"My favorite moment was helping a Central PA plumber respond to a negative review so effectively that the customer updated their review to 5 stars and became a repeat client," recalls our review management specialist.
Recency matters too—a steady stream of fresh reviews signals to both Google and potential customers that you're actively serving your community.
Think of citations as digital breadcrumbs that lead back to your business. While they might seem old-school, they remain foundational for local search results—especially for local businesses in Pennsylvania's competitive markets.
The golden rule with citations is accuracy and consistency. Your business name, address, and phone number (NAP) should be identical everywhere they appear online. As we tell our clients, "Five accurate listings on quality directories outperform fifty inconsistent ones."
Start with the data aggregators (Infogroup, Acxiom, Localeze, and Factual) since they feed information to hundreds of other sites. Then claim your listings on Google, Bing, Apple Maps, Yelp, and Facebook.
For Pennsylvania businesses, don't overlook local directories like the PA Chamber of Business and Industry, Central PA Business Journal, and your local chambers of commerce—these regionally-specific citations can give you an edge over national competitors.
Your website needs to speak the language of local search if you want Google to listen. We've found these strategies make the biggest impact:
Create location-specific pages for each service area, optimizing title tags and meta descriptions with natural location terms. Include your NAP in crawlable text (we typically recommend the footer), and implement LocalBusiness schema markup to help search engines understand your business details.
Mobile optimization is non-negotiable—most local searches happen on smartphones, and users expect fast loading times and easy navigation. And don't forget to add geo-tagged images that reinforce your location.
"When we added neighborhood-specific content for a Harrisburg real estate client, their organic traffic from local searches increased by 28% in three months," notes our content team.
For Central PA businesses, creating genuine local content might mean writing about serving communities like Lancaster, York, and Lebanon—mentioning local landmarks, events, and challenges that only a true local would know.
While social media doesn't directly impact your rankings, it creates valuable signals that indirectly boost your local search results. Think of it as building local digital word-of-mouth.
Maintain active social profiles with regular posting, encourage check-ins and location tags from customers, and share content about local events and causes. When customers mention you, respond quickly—this demonstrates the responsive service Google wants to recommend.
"We've seen businesses use Facebook events to drive foot traffic, then turn those in-person visitors into Google reviewers—creating a virtuous cycle that boosts local visibility," explains our social media strategist.
The businesses we see succeeding most in Central Pennsylvania's local search landscape are those that genuinely engage with their communities, both online and offline. They understand that local search results aren't just about technical optimization—they're about being a visible, valuable part of the local ecosystem.
Tracking your local search results can feel like trying to hit a moving target. Since what appears in search varies dramatically based on where someone is searching from, traditional rank tracking just doesn't tell the whole story.
Instead of relying on basic rank checking, I recommend setting up what we call a "geo-grid" of tracking points. Think of it as placing virtual pins on a map around your service area to monitor how you rank from different neighborhoods. This gives you a much more accurate picture of your true local visibility.
"When we implemented geo-grid tracking for a Harrisburg restaurant client, we finded they ranked well in the downtown area but were practically invisible in the suburbs just 3 miles away," shares one of our local SEO specialists. "This insight helped us adjust their strategy to capture that nearby traffic."
The best tools for accurate tracking include BrightLocal and Whitespark, which let you check rankings from specific locations without physically being there. Make sure you're monitoring both branded terms (like "Smith's Plumbing") and non-branded keywords ("emergency plumber near me") to get the complete picture.
Don't forget to regularly check your Google Business Profile insights too! The number of calls, direction requests, and website visits often tells a more important story than rankings alone – these are the actions that actually bring customers through your door.
Rank Tracking for Local Keywords
Absolutely, and perhaps more than you might think! Reviews impact your local search results in multiple powerful ways.
First, there's the sheer quantity factor – businesses with more reviews tend to rank higher. But quality matters just as much; maintaining at least a 4-star average rating is crucial as many consumers filter out businesses with lower scores. In fact, research shows that Google review signals make up approximately 15% of Google's local ranking algorithm.
What many business owners don't realize is that the actual text in your reviews gets indexed by Google. When a happy customer mentions that you're "the best plumber in Palmyra" or praises your "fast emergency service," those keywords help you rank for those specific terms. It's like getting free SEO content written by your own customers!
The freshness of reviews matters too. A steady stream of new reviews signals to Google that your business is active and relevant. And don't forget to respond to every review – both positive and negative. Your responses show Google you're engaged with your customers, plus they're visible to potential customers reading those reviews.
"We've seen businesses jump 3-4 positions in the local pack simply by implementing a consistent review generation strategy," notes our review management specialist. "For Pennsylvania businesses, even just 5-10 new reviews per month can make a significant difference."
While citations may not be the powerhouse ranking factor they once were, they still play an important role in your local search results foundation. Think of them as your business's digital footprint across the web.
Today, it's quality over quantity that matters most. Having accurate, consistent information on 15-20 high-quality directories will serve you better than hundreds of listings with varying information. Consistency in your name, address, and phone number (NAP) remains absolutely critical – conflicting information confuses both Google and potential customers.
Focus first on the major platforms: Google Business Profile, Facebook, Apple Maps, Bing Places, and relevant industry directories. For our Central Pennsylvania clients, we also recommend regional directories like PA Business Central, Harrisburg Regional Chamber, and Lancaster Chamber to strengthen local relevance.
Data aggregators like Infogroup, Acxiom, and Localeze still provide value by distributing your information to hundreds of smaller directories at once. This creates a consistent foundation of citations that helps establish trust with search engines.
"Citations are like your business's digital foundation," explains our citations specialist. "They may not be the flashiest part of local SEO, but without a solid foundation, even the best review strategy or content plan won't reach its full potential."
Dominating local search results isn't about quick fixes—it's about mastering the trifecta of proximity, relevance, and prominence. When these elements work together, your business becomes truly visible to the customers who matter most: those right in your neighborhood.
At Premier Digital Marketers, we've seen how Pennsylvania businesses transform their customer acquisition when they nail their local search strategy. One Harrisburg restaurant owner told us, "I never realized how many people were searching for 'dinner near me' until we optimized our Google profile—now we're booked solid on weekends!"
What makes local search so powerful is its immediacy. When someone in Central PA pulls out their phone looking for a service you provide, appearing in those results creates an instant connection that traditional marketing simply can't match.
Local search optimization is a journey, not a destination. Google's algorithms evolve constantly, your competitors aren't standing still, and consumer search habits shift with each new technology. The businesses that thrive are those that treat their local presence as a living, breathing asset that needs regular attention.
Our team at Premier Digital Marketers specializes in helping Pennsylvania businesses steer these waters. We understand the unique characteristics of the Central PA market—from Lancaster's tourism draw to Harrisburg's business district to the distinctive communities throughout Lebanon County. This local knowledge helps us craft strategies that connect you with customers who are literally around the corner.
The data tells the story: businesses that invest in maintaining their local search results consistently outperform those that don't. And the beauty of local SEO is that results are measurable—you can actually track how many people request directions to your location, call your business directly from search results, or visit your website after finding you locally.
Ready to make your business the obvious choice when local customers search? Let's talk about creating a custom local search strategy that puts you front and center when it matters most.
Mastering Local SEO: Optimize Your Business for Targeted Success
