Local Pack Ads v. Organic Business Listings

[Davey_Tree]

Hey everyone,

So I'm noticing lately that Google is showing ads via AdWords for my locations in the local pack. I am fine with that, but unfortunately it is now driving me a little bit insane wondering how much Google really cares about NAP, distance from centroid and or user, links to domain, completed business profile and so on.

They will pull an ad into the top of the local pack for my location, yet, my actual organic business listing in some cases will not even show up until I hit the second page of business results.

I get that it's Adwords, it's pay-to-play, but from most accounts, the differences in ranking for traditional listings results compared to business results on both desktop and mobile are pretty different. For example, by doing my traditional SEO best practices, I can rank high in traditional listing results even when my business does not show in the local listings. I have done this time and time again.

I am able to accept that since we have 100 locations in the US and our lists were an absolute mess before I got here, that some of our NAP across multiple directories and listing sites are not exactly up to snuff which I have been working on.

So I guess the thing is, if my location in Google's eyes is not good enough to be shown organically for the user even at the bottom of page of one of business results, why is it good enough to show an ad for my business location for that query as the absolute first result? Again, I know its Ad Words which basically allows you to cut in line like that special pass you can buy at a roller coaster park, but still. Isn't their goal to provide the best possible experience for their user? If they feel something is worth holding back my organic listing from the user, why is it fine with them to show the user that same location with the top possible local pack spot in an ad?

I guess this is more of a rant than anything but I wanted to know if anyone else is dealing with this or anyone has any info they have found that could help shed light on this? It kind of just kicked everything I thought about trust, authority, links in order to rank in the local pack organically out the window.

Thanks!

-Ben

[MiriamEllis]

Hey Ben,

I happen to love philosophical Local SEO discussions - they are too few and far between, IMO.

You've pretty much answered your good question by understanding that paying for placement allows you to "cut in line" (I like that analogy). Traditional Adwords have never had anything to do with organic authority, which is why Adwords can be used by scammers to fool consumers (want a great but scary read: https://www.theverge.com/2017/9/14/16309752/google-rehabs-near-me-search-adwords-crackdown). So, it's not just that businesses with low organic rankings can dominate PPC, but that totally unethical business models can use it to scam the consumer public. This is in no way confined to Google's program, but they do get the lion's share of visibility.

Now, here's what I'm finding interesting. Google's growing Local Service Ads (formerly Home Service Ads) is a bit different, in that it has a quite serious vetting process AND that Google is obliging itself to guarantee work being done up to $2,000. This means that if Google allows a scammer to slip past them into the program, Google will end up paying for it.

While this doesn't directly relate to organic rankings, there is an indirect tie. I would theorize that a local business which has the credentials to pass Google's vetting process for LSA inclusion will also be working hard at building the real-world reputation that can lead to organic authority and high organic rankings. They will be earning good press, good links. So, in a way, LSA could reduce the disconnect between ads and business quality. Interesting to think about, right?

[Davey_Tree]

Hi again Miriam,

I love the answer. I am hoping as the evolve that and like you said, would have to guarantee work, that this would weed out more of the scammers along with rewarding the companies doing it the right way as well.

[MiriamEllis]

That would be a good outcome! Thanks for starting an interesting discussion.