I’m talking about a local search result like this (click to enlarge):
Local “one-box” results (as they’re called) show only one Google My Business page, alongside some organic results. It’s good for your business to have a one-box result any time you can nab one, because of how visible you are on the page: You’re the only business on the map (on the right), and you’ve got an organic ranking (off to the left).
A one-box only pops up for a business that have a Google My Business page. If you’re a customer/searcher, you’ll usually see a one-box result pop up in one of four scenarios:
Scenario 1: You search by name for a specific company near you.
Scenario 2: You search for specific company that isn’t near you, but that has such a distinctive name that Google knows you want to see search results for that company.
Scenario 3: Google falsely assumes you wanted to see results for a specific company, when in fact you searched for a term broad enough that you thought several local businesses would show up.
Scenario 4: Google concludes there’s only one business near you (or in a specific city or area you search in) that provides the service or product you’re looking for.
Scenarios 1 and 2 aren’t relevant to this post. In those cases the way you show up in the one-box results is just by having more people search for the name of your business, and that’s just a matter of “brand-building.”
I won’t be talking about scenario 3, either, for two reasons. The first reason is that one-box visibility is a fluke in that case (Google incorrectly assumes people are searching for a specific company by name). The second reason is that usually the only way to try to confuse Google into giving your business a one-box on the local map is to use a fake name for your Google My Business page, or to stuff keywords into the name. Neither strategy is one you want to bank on.
How, exactly, do you go about that?
Some have speculated it’s a matter of getting reviews, or of general “on-page optimization,” or that it depends only on what the search term is But based on my experiments and dissections, I’ve found that all you need to get a Google Maps one-box result is:
1. Create a separate page on your site about each specific, preferably “niche” service or product you offer. I don’t mean a page on something broad or that’s saturated with local competitors, like “Personal Injury Law” or “Riding Mowers.” I mean you need a page on “Banana Peel Injury Law” or “Duffer 9000 EZ Riding Mower,” or on whatever is the most specific way to characterize your service or product.
2. Point some internal links to that page: maybe one in the main navigation, another in the footer, one on the homepage, one on the main “Services” or “Products” page, and wherever else seems appropriate. Don’t go crazy with the internal links, but err on the side of more rather than fewer.
3. Mention that product or service on the landing page you use for your Google My Business page. (Preferably you also link to your dedicated page on that product or service, rather than just mention it.)
That’s it. Of course, not much will happen until Google has indexed your page, but steps #2-3 may help expedite that. Though I doubt you need search-term-relevant links or reviews to get one-box results for niche services or products, scaring up some reviews and links wouldn’t hurt, and is a good idea anyway.
A few notes:
- Is it possible other ingredients go into Google’s one-box sausage? Sure. It’s also possible that Google’s rhyme and reason will change later. But in my experiments for clients and observations on others’ businesses, the above 3 steps are all you need to do.
- What if you want to get a one-box for more-competitive, non-niche search terms? That’s a tough putt (even if you take a spammy approach), because Google knows of other businesses relevant to those search terms. In that case, you’re vying for 3-pack rankings.
- Any Google Maps one-box results you get will be in addition to – not instead of – your organic rankings for those products or service. It’s not an either-or deal. Local SEO is mostly organic SEO in disguise.
- A bonus: even if you don’t get a one-box result, but you show up alongside local competitors in a Google Maps 2-pack or 3-pack, you’ll get the “Their website mentions [service or product]” snippet showing up under your name on the map. That may help get you more clicks from the right searchers, among other benefits.
I’ve long said that you need a page on every distinct service or product you offer – preferably in-depth pages, and preferably on your more-niche offerings. When clients and others have asked why they should bother, my reasons have always been (a) “You’ll convert more of the people who are looking for something very specific, and (b) “You want to show up in the organic search results, especially when there’s no local map.” But these days, more so than I’ve ever seen before, creating a solid page on each offering will also grab you more visibility on the map.
Have you tried rustling up some one-box results? If so, what did you try, and how did it go?
Do your competitors have any one-box results you just can’t figure out?
Leave a comment!