We all use Google Search almost every day — whether it’s to find a restaurant, book a service, or solve a quick problem. But have you ever wondered how Google decides which businesses appear at the top of the search results? For local business owners, understanding how Google Search works is key to being discovered by potential customers in your area.
Let’s look at a real-world example. Imagine someone in Epsom searching for “best coffee shop in Epsom” or “local accountant near me.” The search results show a mix of ads, map listings, and organic results — but not all businesses appear in the same places. Below, we’ll break down the different sections of Google’s search results and show how your business can stand out in each one.
1. Google Verified Sponsored Listings
At the very top of the search page, you’ll often see businesses with the Google Guaranteed badge. These are paid ads, and they’re usually the first thing potential customers notice. For local businesses, this is a powerful opportunity to stand out as a verified and trusted service provider.
What is the Google Guarantee?
The Google Guarantee is a programme that allows verified businesses to advertise prominently above organic search results. To qualify for the badge, your business must meet certain verification requirements, including:
- Passing Google’s background and identity checks.
- Holding a valid business licence and insurance.
- Being registered in your correct business category.
When customers see the green Google Guaranteed badge, it gives them confidence that your business is legitimate, professional, and backed by Google’s verification process. For local service providers—such as cafés, landscapers, beauty salons, or consultants—this extra layer of trust can make all the difference when customers are deciding who to contact.
2. The Google Maps “Local Pack”
Just below the sponsored listings, you’ll find the Google Maps section, also known as the Local Pack. This area highlights the top three local businesses relevant to a user’s search. These listings appear on a small map and include useful details like:
- Customer review scores (e.g., 4.9 out of 5 based on 120 reviews)
- Years in business and overall reputation
- Phone number and call buttons for instant contact
- Business hours and availability
Why the Local Pack matters:
The Local Pack receives between 44–61% of all clicks on a local search results page. That’s why appearing here is one of the most effective ways to generate leads and enquiries. For example, if someone searches for “florist near me” or “marketing agency in Epsom,” being listed in the Local Pack makes your business more visible and easier to contact instantly—no scrolling required.
3. Organic Search Results
Below the map listings are the organic search results—websites that rank naturally based on their relevance and authority. Unlike ads, you don’t pay to appear here; your position depends on the quality of your website and its optimisation for Google.
How to rank higher in organic results:
- Create valuable content: Publish blog posts, guides, or FAQs that answer customer questions. For instance, a café could write “The Best Coffee Beans for Home Brewing,” or a cleaning company could share “5 Tips for Keeping Your Office Tidy.”
- Optimise for SEO: Use relevant keywords naturally throughout your site—like “coffee shop in Epsom” or “local accountant in Surrey.” Don’t forget to optimise your page titles, meta descriptions, and headings.
- Earn quality backlinks: Get mentioned or linked from reputable websites such as local directories, business associations, or community blogs. These links tell Google that your website is trustworthy.
You may also notice featured snippets—short, direct answers that appear above organic results. These are often pulled from blogs or FAQs. For example, if someone searches “how to choose a local accountant,” Google might display a snippet from your website with a brief, helpful answer. Appearing here can massively boost your visibility and credibility.
Getting Your Business Seen on Google
Understanding how Google Search works is the first step to improving your online visibility. Whether through paid ads, your Google Business Profile, or search engine optimisation, showing up where customers are looking can make a huge impact on your growth.
If you’d like expert help improving your business’s visibility in Google Search or Maps, get in touch with Indigo Marmoset today. We specialise in helping local businesses boost their rankings, build trust, and attract more customers online.
