Ever wondered why some local businesses seem to always be in the spotlight on Google searches? There are two main paths: utilizing paid Google Local Services Ads (LSAs) or by climbing the ranks organically in Google’s map pack with an optimized Google Business Profile.

But recently there's been a noticeable shift: the map pack, known for highlighting the top three Google Business Profiles on a small map, is moving further down on Google's results page. This could be Google's tactic to get more people clicking on the paid LSAs instead of the organic map listings.

So here are your takeaways:

Double Down on LSAs:
Google seems to be steering users toward paid LSAs. To stay visible at the top of search results and broaden your reach for potential conversions, I recommend increasing your LSA budget. This strategic investment ensures that your business remains prominently displayed, making it more likely to catch the eye of potential clients.
Optimize Google Business Profiles:
Even with the increasing focus on LSAs, the significance of well-optimized Google Business Profiles (GBPs) cannot be emphasized enough. GBPs remain a vital element in driving clicks and calls from potential customers, exerting a direct impact on the quality and positioning of LSAs.
Strategic Keyword Integration:
Finally, searches like “Best realtor in ____” tend to trigger the map pack. Sometimes that search may display the map pack way down low in the search results or up high. Take note of the exact searches that trigger it high on the results page. For example, what if “realtors” (plural) vs. “realtor” in that search made a difference. Once you’ve determined the top searches, see to it to integrate those keywords (best, realtors, etc.) throughout your website, encouraging customers to include the terms in their reviews, and update your listed services incorporating some of those key terms.

Adaptability is crucial when navigating the evolving trends influenced by Google. By fine-tuning your Google Business Profile, strategically allocating resources to Local Services Ads (LSAs), and seamlessly incorporating targeted keywords, you not only enhance your online visibility but also ensure that potential clients can easily discover your business.