Describe how Google Search processes local search queries.
Module 1 · Lesson 4
Google Search and Your Business
Understand how Google Search works for local businesses and how to appear for the right searches.
Learning Outcomes
Explain the difference between branded searches and category searches.
Identify the search terms your ideal customers use to find your type of business.
Use Google Search effectively to research your own business visibility.
Key Concepts
How Google Processes Local Searches
When someone types a search query into Google, the search engine analyses thousands of signals in milliseconds to determine the most relevant results. For local searches — those that include a location or are judged to have local intent — Google shows a combination of organic results and local results, with the Local Pack appearing prominently.
Types of Local Searches
Branded searches occur when someone searches for your specific business name (e.g. "Smiths Plumbing"). These searches should always return your Google Business Profile as the top result. If they do not, you need to verify and optimise your profile urgently.
Category searches (also called discovery searches) occur when someone searches for a type of business without a specific name (e.g. "plumber near me" or "electrician Wellington"). These are the most valuable searches because the customer has not yet decided which business to use. Appearing at the top of category searches can transform your business.
Product and service searches are increasingly specific, such as "emergency roof repair Auckland" or "gluten free bakery". These searches have high intent and convert well — the customer knows exactly what they need.
Zero-Click Searches
A significant portion of local searches are now zero-click searches, meaning the user gets the information they need directly from the search results page without clicking through to a website. Your Google Business Profile often provides this information — phone numbers, opening hours, addresses and reviews. This makes having a complete, accurate profile even more critical than having a website alone.
Voice Search and Mobile
With the rise of voice assistants and mobile search, queries are becoming more conversational: "Where is the nearest chemist?" or "Is [Business Name] open right now?" Your Google Business Profile provides the answers to these questions instantly, making it the bridge between a customer's need and your business.
Step-by-Step Practice
Open Google and search for your business name. Note exactly what appears and in which order.
Search for 10 category keywords that describe your business (e.g. 'electrician Wellington', 'cheap electrician Wellington', 'after hours electrician Wellington').
Use incognito mode for your keyword searches to get unbiased results not influenced by your search history.
Note the Local Pack positions — which businesses appear for each keyword? What do the top-ranked profiles have in common?
Create a keyword list of your top 10 target search terms. You will use this throughout the academy to optimise your profile.
Ian's practical tip: I understand how Google processes local search queries. I know the difference between branded, category and service searches. I have created a list of 10 target search keywords for my business. I have checked my current visibility for each keyword.
Practical Activity
Complete and record this task
Use Google's autocomplete feature to discover what people actually search for. Start typing your business type and city into Google and see what suggestions appear — these are real searches your potential customers are making.