Local Justifications & Their Importance

What Are Local Justifications?

There are many factors that play into ranking on Google and it can be difficult sometimes to anticipate which factors to focus on.?Local justifications, while often widely underlooked, provide potential for higher click-through rates and the overall appearance of your site on the SERP.?These extra snippets of text can be displayed by Google on business listings in the local packs, local finders, and Google Maps to signal to searchers that a feature of the business specifically matches their perceived intent.?This is significant of course, because?the consumer will often see these snippets before other material, making it a first-impression — always important!

Types Of Local Justifications?

Local justifications come in different forms, including:

WEBSITE justifications?– Linked URLs found within your Google Business Profile provide information for Google’s?website?justifications. The website linked within the listing does not necessarily need to include the topic the justification is featuring.

POSTS justifications?– As the term suggests,?posts?justifications are pulled from your Google Posts content, including more than just your most recent post.?Focusing on relevant and quality content, and having a good pool for Google to pull from, can help make for quality snippets.

REVIEW justifications?– Your Google Business Profile reviews provide the information for?review?justifications.?Reviews containing information on longer-tail aspects of what the business provides can be of substantial help to the consumer and to your business.?Having positive reviews is always beneficial and it is especially useful to have customers discuss specifics of what makes your business great.

SERVICES justifications?– The?Services?section of your Google Business Profile dashboard provides the information to Google for this justification.?Within your GBP dashboard, ‘Services’ can be found in the menu located on the left hand side.?

“SOLD HERE” justifications?– While the source of this justification is unknown at the moment, there are a few contributing factors that may be good to keep an eye out for.??Sold here?justifications could potentially stem from your reviews or user feedback (from “Know this place?”) — as well as possibly from your website itself.?Because the location Google takes this data from is unconfirmed, accuracy and customer satisfaction are especially important.?

“PROVIDES” justifications –?Similar to?services?justifications, information for the?provides?justifications is taken from the ‘Services’ section within your Google Business Profile dashboard.

“IN STOCK”?justifications?–?In stock?justifications are slightly different from the others, as they are sources from a connection that must first be established with a Google-owned database.

Why Justifications Matter

All of these justifications might seem like a lot to keep in mind, but these snippets can be a great tool for improving your site’s presence on Google’s SERP.?According to a study from?Moz.com , “more than half the local SERPs contained justifications, most commonly on?all three listings in the local packs .”?Especially given that justifications are a free feature of Google’s, it is a great idea to keep an eye on these snippets.?Utilizing these tools can not only help enhance your online presence, but allow your site to stand out even more in ways more personalized for your business.

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