SGE’s Impact on Local Search

(And How to Maximise It)

6 mins read

Updated: 25th June 2024

SEO is changing fast and Google’s SGE is leading the way.

In this guide, the focus is on local businesses and how SGE has created not only challenges, but new ways for them to increase traffic and get more sales.

Table of Contents:

What Does Local SGE Look Like?
Optimising for Location-based SGE Snapshots
Maximise Local Reach

What Does Local SGE Look Like?

To understand how SGE will impact local SEO, we need to see it in action.

Here’s a search I did for “barbing salon near me”:

From the above snapshot, we can see:

A list of five local businesses, like the usual local pack
Each business has a short description, sometimes with reviews
There’s also a carousel of cited results above the map

The list ends with even more barber shop options and prompts for related questions.

Occasionally, Google shows the normal local pack with an option for an AI response.

And the best part? SGE lets you see how businesses stack up against each other.

No more hopping over “third party” or other comparison sites.

Heads-up: SGE would most likely favour sites with good reviews and a well optimised Google Business Profile (so make sure yours is in top shape).

Download our detailed local SEO checklist to streamline the process

Optimising for Location-based SGE Snapshots

Learn how to optimise for location-based SGE snapshots with the tips below:

1) Keep Doing Local SEO

Websites with a strong local SEO foundation tend to show up in these snapshots—so, keep investing in your local SEO strategy.

If you do organic SEO, keep that up too. This way, you can maximise your online presence and reach both local and broader audiences.

2) Optimise Your Google Business Profile (GBP)

GBP is super important for SGE. Infact, most location-based SGE snapshots use and link to it. So, you need to do more than just basic stuff.

7 ways to optimise your Google Business Profile:

Double-check your contact info
Choose primary and secondary categories
Write a full “about us” description
Post on Google every week
Manage reviews actively
List your products/services
Turn on messaging

3) Spread Out Reviews

Currently, SGE uses data from Google Business Profile.

But with Google’s new Perspectives feature, SGE might start using reviews from other sites too.

So, don’t rely on just one platform for reviews.

If your GBP has a 4.9 rating but Facebook shows a few grumpy comments, it could raise eyebrows amongst customers.

4) Localize Your Content

For example, if you run a coffee shop in Brooklyn, write about cool spots in DUMBO or events in Williamsburg.

As a local SEO agency, we’ve seen firsthand how this approach can boost online visibility. Plus, you get to build connections with prospects in your area.

5) Claim Your Local Listings

Claiming local listings is super important for SGE. Infact, many location-based SGE snapshots show a carousel similar to the local 3-pack.

You can claim several local listings, including:

Bing Places
Yelp
TripAdvisor

You can also claim industry-related listings; just make sure you fill them out with:

Your business name
Address
Phone number
Business hours
What you sell or do

This helps Google understand your business and its offerings.

For example, if you’re a bakery that opens early, you might show up when someone searches “fresh bread at 6 AM near me.”

6) Add LocalBusiness Markup

LocalBusiness markup is another way to show up in local searches. It gives the AI models behind SGE important info about your business, like your name, address, etc.

Maximise Local Reach

We’re not exactly sure how the final SGE release will look, but you can start optimising for local SGE results with the above tips.

And if you need any help or support, get in touch. We offer SEO audits to ensure your local strategies are optimised in light of SGE changes.